Four Keys to Collecting User Feedback

Four Keys to Collecting User Feedback

Four Keys to Collecting User Feedback   How do you track user feedback? How do you know the content, product, or service that you provide in your email program meets user expectations? How do you track user sentiment over time? How well do your customers’ actions align with your desired business objectives? These important questions can fuel your product backlog and content strategies. Understanding your customer base through surveys, interviews, focus groups, inbox data, and site metrics helps bridge any gaps between user expectation and reality. In the product development world, maximizing the impact of product enhancements requires understanding the users before any time is spent changing your product. Otherwise, those enhancements might not actually satisfy user needs. This same process can be applied to enhance your existing email content and segmentation strategies.   Collect User Feedback I’ve found it best to collect user feedback continually, as opposed to treating user-feedback collection like a standalone campaign. Adding survey response links to baseline email campaigns can provide...
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Three Reasons You Should Get Rid of Perfectly Good Email Subscribers

Three Reasons You Should Get Rid of Perfectly Good Email Subscribers

Three Reasons You Should Get Rid of Perfectly Good Email Subscribers For some email marketers, the thought of removing perfectly good email subscribers from your baseline campaigns is a frightening thought. Why would you even consider opting down a user if they haven’t raised their hand and explicitly unsubscribed? Well, there are a few reasons, actually… #1 - Spam Traps The most obvious reason to clean your list is to avoid spam traps. Spam Traps are well documented, and are essentially email addresses that were once active users, and have been repurposed by ISPs to track who sends to these addresses. They can also be addresses that have been deliberately published to catch commercial senders who buy and sell lists. Long story short — these addresses can appear on your lists, even if you’ve been collecting addresses properly with a double opt-in, and they can have a negative impact on your sender reputation and overall deliverability. There are services such as BriteVerify, Informatica,...
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