A single customer contact center presents one company message across e-mail, Web chat and telephone calls As catalogers move business online, they are noticing an increase in the number of incoming calls to the call center. Theoretically, the Internet is supposed to reduce the number of calls. But Web sites, especially commerce-enabled ones, are generating more contact for catalogers. Many of the incoming calls are for customer service. The customer is on the site, they have loaded up their shopping cart, but they have a question about the color, the size, the quantity or they can’t figure out how to complete the transaction.
The great American author John Updike once said, “Any activity becomes creative when the doer cares about doing it right, or doing it better.” The sentiment surely applies to e-mail marketing, and the operative words are “creative” and “better.” Catalogers stand to benefit greatly from trying more creative e-mail marketing techniques. Even if you already consider yourself an expert in this space, upping the ante to a more sophisticated, more technical solution could be a smart move. Not only could you improve response rates, but you could also automate portions of the testing process when working in this online medium. HTML vs. Text
CALIFORNIA LAW recently defined three types of acceptable e-mail use. Companies can send e-mail to: 1. Consumers provided that the marketer identifies the message as commercial e-mail by beginning the subject line with “ADV.” 2. Consumers who have given permission via an opt-in. 3. Consumers with whom they have a prior business relationship. While these rules aren’t overly restrictive, similar legislation is coming down the pike nationally, and companies that choose to prospect or communicate with existing customers should be prepared to comply, now. Which of these three methods should they use? It depends on the goal of the campaign, but mostly success relies
In the online battle for customer loyalty, catalogers have increasingly turned to e-mail marketing. However, an e-mail in-box—like the home telephone—is a communication channel that consumers rail against when it’s used to trick them into hearing a sales pitch. Unlike the postal mail box, consumers take personal umbrage at hearing “You’ve got mail!” for messages, not from friends, but from companies out to sell something unsolicited. Catalogers’ e-mails, then, must be user-friendly. Effective e-mail marketing campaigns can result in double-digit response rates, increased sales and exponential growth in e-mail address lists. On the other hand, impersonal bulk newsletters, excessive e-mailings and complicated opt-out systems