More evidence that email works
Latest posts | Feed | By Mark Brownlow on January 03, 2007
Ken Magill reports on a survey that (among other things) looked at how promotional emails drove holiday traffic to retailer websites and how these emails effect customer satisfaction.
Ken's article has all the details. But it seems email turned out to be the top proactive driver of traffic, beating search engines easily. And those arriving at retail sites via an email tended to rate their shopping experience better than those arriving via search.
All snippy snappy happy for email marketing. But I can't let a survey slip by without some facetious comment about stats.
The survey folk seem to conclude that the email experience directly led to higher customer satisfaction. Seems an entirely reasonable line of thought.
But here's another theory: aren't your most satisfied and loyal customers likely to be the ones that sign-up for your emails in the first place?
So it's no real surprise then, when these folk turn out to be more satisfied and loyal than visitors sent from a search engine?
So which is it: emails leading to loyalty and satisfaction, or loyalty and satisfaction leading to a desire to get the emails?
The answer is probably that both theories are correct. But the real lesson is to note that nothing is as simple as it seems.
More on why email marketing works | Tags: email marketing, customer satisfaction, online retail
Ken's article has all the details. But it seems email turned out to be the top proactive driver of traffic, beating search engines easily. And those arriving at retail sites via an email tended to rate their shopping experience better than those arriving via search.
All snippy snappy happy for email marketing. But I can't let a survey slip by without some facetious comment about stats.
The survey folk seem to conclude that the email experience directly led to higher customer satisfaction. Seems an entirely reasonable line of thought.
But here's another theory: aren't your most satisfied and loyal customers likely to be the ones that sign-up for your emails in the first place?
So it's no real surprise then, when these folk turn out to be more satisfied and loyal than visitors sent from a search engine?
So which is it: emails leading to loyalty and satisfaction, or loyalty and satisfaction leading to a desire to get the emails?
The answer is probably that both theories are correct. But the real lesson is to note that nothing is as simple as it seems.
More on why email marketing works | Tags: email marketing, customer satisfaction, online retail
[This post brought to you by Campaigner Email Marketing]
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