As we discussed last week, Netflix does a great job of taking care of its new members with a helpful introductory life cycle program. Today I’d like to talk about the day-to-day emails that keep you involved with your Netflix account.
I’m quickly learning that Netflix works best when it’s an integrated part of your life. As you talk with friends and coworkers some one will mention a great movie and your first thought is, “is that in my queue?” Netflix encourages that mentality with ongoing emails that keep you involved with your queue.
Keeping You Informed
This is a great bit of email interactivity, and it serves two purposes. It saves your recipients’ time, and it also keeps your customers interacting with, and looking forward to, your messages. Many retailers employ similar practices where they ask you to review products several weeks after purchasing; offering a coupon or other incentive can also increase participation.
Once you have people looking forward to your message you now have a great vehicle for relevant advertising, yet another thing Netflix is doing pretty well. You’ll notice ads for gift subscriptions as well as referrals. They often advertise dvd purchases from them as well, all relevant to the email at hand.
Keeping You Happy
From time to time Netflix also sends out a short email survey that asks when you mailed your dvd back. These quick, one questions surveys (as discussed previously) ensure that people are getting fast and reliable service. It’s encouraging the see that they care about their service and are always checking that your dvds aren’t languishing in the pits of the USPS. It’s an interesting change of pace to think about postal delivery issues rather than black lists and ISPs!