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...
Read More
A Simple And Clean Approach To Opt Down

A Simple And Clean Approach To Opt Down

Its been said that a good defensive strategy wins the big games and I could not agree more.  While some companies are spending a ton of money building out preference centers and the backend systems required to support them, a little known secret in the email marketing world is that by simply adding an opt-down page, you can save or at least divert subscribers from totally exiting your email program.  Much has been written in the past about an opt-down page, so I won't go into the pro's and cons of putting one up, other than to say that if you have no one unsubscribing from your program or if you send only 1 email a year, then this opt-down thing is not for you. Truth be told, I believe that just about everyone should have an effective and intuitive opt-down center, especially those that are frequent senders.  Its adds to a positive brand experience and affords your subscribers a level...
Read More