Bronto Blog

In our quest to achieve business objectives and to increase ROI, we often lose sight of the customer experience. We’re caught over-sending, using personalization incorrectly, not utilizing segmentation, or not effectively tracking customer behavior. All of these things add to a poor customer experience. We’ve devalued how important the role of customer experience should be in email marketing.

Here are just a few examples of low hanging fruit that can improve the customer experience.

• Over-sending to your customer. Did your customer set preferences for frequency? If not, have you considered offering your subscriber that option? It’s key to allow your customers to tell you how often they are going to receive your marketing. If you have set frequency expectations, don’t abuse them. Respect your customer’s inbox, by doing so you will have a positive return.
• Personalization used incorrectly. A colleague recently received an email that addressed her with her last name only. It seems the sender didn’t verify that the personalization they were using in fact targeted the first name. It may seem small, but to the recipient, it’s the first tell-tale sign that your message isn’t going to be relevant to them.

Read the rest of this entry »