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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Overview of the Enterprise Email Service Provider Landscape

Overview of the Enterprise Email Service Provider Landscape

The Enterprise Email Service Provider (ESP) landscape continues to evolve, and the competition is as fierce as ever. Instead of going into the strengths and weaknesses of individual providers (there are a number of buyers' guides that regularly address this in depth), a general overview of the strengths and weaknesses of the different types of ESPs in the Enterprise ESP landscape may better provide context for those considering their platform options. In general, the current landscape can be classified as follows: Traditional Self-Service Enterprise ESPs These established Email Service Providers now form the foundation of various "Marketing Clouds" – IBM Marketing Cloud (Silverpop), Oracle Marketing Cloud (Responsys, Eloqua), Salesforce Marketing Cloud (ExactTarget, Pardot), and Adobe Marketing Cloud (Neolane). Strengths: These platforms have the broadest product offerings, including tools to coordinate marketing campaigns across digital channels. They have the most sophisticated training programs, and substantial financial and human resources to continue expanding their solution set. Drawbacks: Their long track record of success means they serve a...
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Content Is King. Now What?

Content Is King. Now What?

If you’ve read anything about social media, permission-based marketing and/or Web 2.0, you’ve doubtless heard the maxim “Content is king.” And, if you work in any field other than marketing or publishing, your reaction to that adage is probably some variation of, “Great. What does that have to do with me and my business?” Content is king because, by providing customers (current or potential) with relevant and useful information, you establish a relationship that positions yourself as “someone who knows what he/she’s talking about” rather than merely “someone who’s trying to sell something.” From whom would you rather buy? Ever patronized a local hardware store because you know you can get expert advice about whatever project you’re working on rather than because they have the best prices? That, in essence, is the underpinning of content marketing. (And it’s also the key to competing on value rather than price, but that’s a topic for another post.) Content marketing not only helps distinguish you and your business...
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