Who Put the Techno Geeks in Charge?
When all that work was complete, we turned it over to the technology team to implement: HTML code the email and landing page, and put all the tools in place for a positive user experience.
After we thought we had tested every possible aspect of prospect behavior, we blasted the email and waited ... and waited ... and waited.
Our email open rate was above the norm—and the click through rate better than we had forecasted. But the take rate (number of prospects downloading the paper) was miniscule. What happened??
It seems nobody gave the business rules to the technology guy building the landing page ... and he took it upon himself not to ask. Knowing that the purpose of the campaign was to drive prospects into the sales funnel, he took it upon himself to make sure the site rejected anybody who tried to register and download if their email address was already in the prospecting database. After all, in his mind, we were looking for new prospects ... right?
Considering that more than 75 percent of those we were blasting were from our house file of past inquirers, you can easily see the problem.
You could say the communications between marketing and IT were lacking, and you'd be right. But the IT guy knew he needed to make business rules and yet he thought he was in charge of those—and it never occurred to him to ask anyone else—and it never occurred to the marketing manager that she'd need to fill in the IT guy with all the strategies and tactics she was utilizing in her campaign.
And while we're on the topic, which IT guy decided that user passwords needed to be so damn complicated? Security professionals tell us to create a different password for every site (yeah, right) and the likelihood of my remembering each site password is remote, at best. But honestly, a simple site that does NOT collect my credit card information does NOT need me to create a 16-character password that consists of at least two alphas, three numerics and four symbols! Isn't it enough for me to use my cat's name and zip code if I don't care if someone breaks into my account?
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.