3 Questions on 'The New Face of Email' Answered!
Last week's webinar, "The New Face of Email: Integrating Social, Triggers, Rich Media and Personalization into B-to-B Mailings and More," raised many questions for the marketers who attended. In fact, 58 questions were asked during the live event to presenters Amy Africa, president and CEO of Eight by Eight, and Debra Ellis, president of Wilson & Ellis Consulting.
So the panelists took a second look at those we didn't have time to field during the live event. Here are their answers to three of the best, plus a recap of the response the webinar got on Twitter.
Question: A group here is in the process of building a customer preference center as Amy Africa recommended on the webinar today to "improve Deliverability." Can you provide some examples of "must-haves" that should not be overlooked when putting this together?
Africa: … The biggest thing is to allow people to change their email addresses. Over a third of the people who unsubscribe actually just want to change their email address, and they end up unsubscribing [from email lists] because they don't see any other options. (If you use an outside provider, this can be a very big issue.)
Besides a "CHANGE YOUR EMAIL" option, I recommend "CHANGE YOUR FREQUENCY." You should give only the choices you can handle, but I highly recommend offering a few segments of more than what you do.
1. "I want to hear from you ______ times a week."
If you email three times, you can have 1, 2, 3, 4, 5, 6 and 7 as choices. You can test this as a drop-down, starting with 4, or you can offer radial buttons. You can also group them: 1-2, 3-4, 5-6, 7-8, etc.
2. If you can handle it, you can also say, "I also want to hear from you when new items are released." [And] "I also want to hear from you when you are having a big sale." You get the idea.