E-commerce Link: Inbound E-mail
A Sampling of Results
I’ve been privy to some private studies conducted by marketers who’ve put a focus on online customer service. Some of their findings are eye-opening in terms of reducing e-mail list churn and the ability to generate future sales.
For example, more than 2 percent of outbound e-mails result in challenge responses.
The number of opt-out requests sent in replies is only 20 percent less than the number of clicks on the opt-out link in the footer of the outbound e-mail. Customer respect and legal compliance are overlooked if these e-mails are not addressed.
Based on outbound e-mail volumes, more than .25 percent of changes of
e-mail addresses were captured from auto-responder messages or direct replies. And more than .15 percent of outbound e-mail resulted in a customer-service reply or a request for price, product information or literature.
So, pay attention to your inbound e-mail. Then make the commitment to timely and efficient e-customer service. The returns are more than worth the effort.