Brand-killing E-mail Mistakes
9. Can you continue to meet customer expectations?
You have been using e-mail with some success, but now your customers are becoming more sophisticated and demanding. To continue using e-mail as part of your communications strategy, you need to acknowledge those needs and enhance your efforts accordingly.
Unfortunately, as the frequency and complexity of your e-mail communications increase, processes and policies often break down. "Borrowed" resources can get burned out or pulled due to higher priorities. More employees with less related experience begin developing and sending campaigns or programs. Therefore, you run the distinct risk of losing the respect and trust of your customer base.
On the other hand, budgeting appropriately and managing effectively to meet—and even exceed—those expectations can result in greater loyalty, possible advocacy and a measurable return on the investment.
Bill Nussey is CEO of Silverpop, an e-mail marketing solutions provider. He can be reached at (404) 262-4300, or visit www.silverpop.com.