Okay, let’s be honest, there are two types of people in this world.
Those who keeps their email inbox at zero unread emails no matter what, and those who have a good few thousand emails flooding their inbox weekly. Maybe the latter signed up for way too many email subscriptions enticing them with a ten percent discount code.
No matter which scenario you identify with, isn’t it the absolute worst when we get an email we didn’t even sign up for?
The Agony of Trying to Unsubscribe
This hilarious TED talk by comedian James Veitch takes his personal experience on an unsolicited subscription email and turns it into a comedy – poking fun at companies who send marketing emails who don’t know their audience, don’t personalize, and overall who fail to keep the customer in mind.
This is definitely something we can all relate to – email subscriptions, uninvited or invited, we all get them. Sometimes they can remind followers of a summer sale or a special holiday closure- they can do wonders for marketing your business and can create a loyal following.
This is all great and all, but when does it go too far? When does the customer experience suffer?
There is a balance in email marketing, and businesses have to remember that they need to be genuine – they have to keep the customer in mind. If you go too far, you will create a negative customer experience, and you can lose your consumers altogether.
The key to creating the ultimate consumer experience with subscription emails lies on the content, context, and taking action at just the the right moment.
While customers agree that email is their preferred mode of contact, this doesn’t mean that anything goes. Email marketing is all about personalization, engagement, and relevance.
While the content of your message is important, companies must keep in mind the consumer experience.
Customer Experience Marketing. Let’s break it down:
- Relevance – Okay this might sound obvious, but don’t send en email highlighting a sale for shorts and send it off to the Eskimos. Content must always keep in mind the consumer and designing an experience best fitting for them. Without relevance, your message can get lost completely. Together, all of this creates a happy customer, a loyal customer, and a thriving business.
- Practice Patience – In essence, don’t spam your audience with an indigestible amount of data and content. Give them just the right amount of contact to make them want more. Quality trumps quantity when it comes to marketing via email. Don’t lose your customer completely by bombarding them with unwanted information.
- Engage – Give your customers room to engage with you. Offer them a chance to voice their opinions and respond back, and don’t forget to try to respond in a personalized manner. Veitech jokes that we don’t want a generic case number.
- Authenticity – Make sure that your content is honest and serves a purpose. Create a genuine intention with your subscriptions – don’t get the rap as a spammer. Make sure that your email has meaning and overall serves a greater purpose for the customer.
In today’s world of sophisticated technology, personalization is key to communication between the consumer and the organization. Don’t miss out on this hilarious TED talk today!