Who Do You Love?

Who Do You Love

Pick One

When you get in a personal relationship with someone in real life, you know who you’re getting involved with.

But when you get into an email marketing relationship with a business (aka email newsletter), are you making the deep dive with the right brand?

Brand or Location?

For example, if I sign up for Starbucks emails, am I getting an email from the SBUX giant in Seattle or is my local coffee shop going to reach out to me through email?  The same goes for the multi-location McDonald’s.

How about IKEA?  Am I going to read emails authored by the Scandinavian Marketing Team, the US arm of the Scandinavian giant or one of their multiple locations here in Tampa?

Who Am I Connecting With?

Let’s turn this around now.  Say you manage a multi-location business.  You solicit email subscribers everywhere you can.  Your website, social media even your print materials and in-store collateral.

And you succeed at not failing your customers: Best Buy Email, University of Florida,

Who do your customers want to hear from?  The Corporation?  The Brand? Or do they want to know and learn about their local brand torch bearer?

There is no single answer.  Rather I believe you need to ask tough question about your customers to learn what they want from an email relationship.  Who knows maybe you’ll learn a thing or two.

Ask  The Questions

  • How many of my locations would my customer likely visit in one year?
  • Are my locations close to my customer’s homes or likely visited while traveling?
  • Is there a chance that my customers might like our brand so much that they want to visit other locations?

Asking questions like this of your brand and its customers will help you decide whether you speak to them as a single brand or whether each of your locations has its own brand that needs to have a dedicated and personalized email relationship with them.

Who Do THEY Love?

So it’s not who do YOU love, the right question is Who Do THEY Love?

Answer that and your customers will appreciate your email relationship more.

Are You Torn?

Do you struggle with the problem of how to develop a relationship between multiple locations and your customers?

Speak up in the comments below!

Best Buy Email – FAIL

Best Buy Email Marketing Failure

Inside Best Buy’s Marketing Department

Let me share a little story with you.  It may not be true, but when you see what Best Buy really did later in this post you just may believe it.

Marketing Wonk 1: You know those two email lists we have here in the Best Buy Email Marketing Department?

Marketing Wonk 2: You mean List 1 that makes us money and List 2 that makes us NO money?

Marketing Wonk 1: Yeah.  Well, we just realized that List 1 is empty and List 2 is huge!

Marketing Wonk 2: That sucks.  It makes me sad.

Sad Clown
Creative Commons License photo credit: shawncampbell

Marketing Wonk 1: No shit.  But we’ve come up with a clever “Blue Shirt” idea.

Marketing Wonk 2: I’m listening.

Marketing Wonk 1: Let’s combine the two lists so we can send promotional emails to the bigger audience and make more money.

Marketing Wonk 2:  But List 2 doesn’t want those emails.

Marketing Wonk 1: Yeah, so I’ve put our best copywriter on that.  She’ll sell it as an enhancement.

Marketing Wonk 2:  Genius!

It’s A True Story

Yup, that’s exactly what they did on 10/29/2010 with the following email to me and many of my friends.  Hell, if one of my friends hadn’t pointed it out to me I wouldn’t have noticed.

Best Buy Email Marketing Change

Click to View Full-Size

Here’s the plain text version:

You are receiving this e-mail because Best Buy® has changed the way marketing e-mail communications are managed. Currently you are registered to receive marketing communications from the Reward Zone® program, but have opted to not receive marketing communications related to Best Buy generally.

We are writing to let you know that Best Buy has changed the way it manages opt-out preferences. Going forward, opting out of either Reward Zone or Best Buy marketing communications will result in being removed from both marketing lists. In order to honor your request to receive Reward Zone program e-mails containing special offers, invitations to events and account updates, you have been opted-in to receiving Best Buy marketing communications generally. If you do not wish to receive these e-mail communications, you will need to update your opt-out preferences. Please note that if you do opt-out of Best Buy marketing communications, you will also opt-out of marketing communications from Reward Zone. You would continue to receive e-mails regarding your accounts and purchases at Best Buy, services with Geek Squad and Reward Zone certificates.

Oh No They Didn’t

Sure enough, 11 days later I get my first promotional email from them. You would think they would come out of the gate with a winner, wouldn’t you?

Best Buy Cheesy Wine Promotion

Click to View Full-Size

Wine?  Really?

If you manage your email marketing department or have any influence on those that do, please don’t do this!  It’s wrong.

Their Email Marketing Department changed the rules on Email List 2 and anyone with their eyes open knows exactly why they did this.

Best Buy Email FAIL!

What Do You Think?

Update January 14, 2011

My buddy feels our pain as well.  He sent me this much-too-common unsubscribe confirmation notice:

Best Buy Unsubscribe Fail

Click to View Full-Size

How Banking Institutions Can Benefit from Web Analytics

If you have been thinking that public perceptions of the banking industry have been sinking over the last year, you are correct. In fact, in a report by J.D. Power and Associates, they state that the overall satisfaction with retail banking experiences is down considerably since 2007. Along with the banking financial bailout situation, consumers are reporting being unhappy about banks offering poor problem resolution, having long wait times, and charging additional fees. So just what is a bank to do? Think about improving your customer’s online experience by leveraging the power of Web analytics.

Web Analytics for Banks

The banking industry, just like most others, is a prime candidate to use Web analytics to improve their customer’s experience. After all, of the biggest problems that consumers cite for being unhappy with their bank, and ultimately leading them to switch to a new one, can be addressed through their online presence. You can help streamline your customer’s banking experience by offering them a safe and smoothly operating site where they can conduct their transactions, leaving wait times behind. You can also address many of their problems online through a good customer service, a frequently asked questions page, or a knowledge base system.

Using Web analytics, a bank can use the information collected to learn about what their customers need and want. Then they can aim to fill those gaps, offer them what they need, and make their experience easier and more satisfying, so they remain customers. Besides, research shows that satisfied online banking customers are more likely to tell others about their experience than satisfied customers that do their banking in person.

The Benefits

While most large banks have already taken advantage of using Web analytics, many others are still sitting on the sideline. The analytic process measures the performance of your site and what the customers are doing. It can also let you know how long they stay on your site, what pages they arrive through and what pages they tend to exit on. It can also give you an idea of who is using your site.

Online banking has become the direction that many people have gone in the last several years. Web analytics can help you not only bring in more new customers, but also allow for comparison between how many you are getting online versus in person. The process can also help increase the conversion rate of bringing in new customers online by identifying what search terms people are using to find your site, see what banner ads are working and which are not, narrow down your audience, and identify how to reach them online.

Additionally, Web analytic tools can help create a better customer experience by making sure new and potential customers are served pages to help get them to register, while it offers current customers pages that are relevant to them. It can also serve them pages that offer additional products to meet help their needs and expand the business they do with you.

Looking Ahead

Most likely, we have yet to see online banking reach its fullest potential. But as banks begin to see the benefits of being online, they can also utilize the informational tools at their disposal in order to help improve a smooth customer experience.

Whether you use Web analytics for e-mail marketing purposes or to see just how effective a site you are offering your customers, the possibilities of the tool is far reaching. And according to the J.D. Power study, higher customer satisfaction translates to committed customers, which is good news for banks and customers alike.

Sidebar

10 Things Web Analytics Can Do For Your Site:

  • Identify key search terms used to locate your site.
  • Determine what banner ads are successful.
  • Compare how many customers join online versus in person.
  • Help narrow your audience and locate them online.
  • Offer relevant pages to potential and new customers, as well as produce better results.
  • Measure the overall performance of your site.
  • Give you an idea of who is using your site, how long they stay, etc.
  • Find out what page customers enter and exit on.
  • Help determine what your customers want and need.
  • Increase customer satisfaction rate.