Is your email marketing program a one way street? If you are sending emails to your subscribers but asking for no feedback, you are really missing an opportunity to gather valuable information.

I’ve used a certain mid-west bank for years. Every month I get an email from them with my statement balance, but nothing more. This morning I received an email from them with the subject line “How are we doing? We want to know.” The email was a link to a short survey on their site which asked for feedback of different natures, but one thing stood out: they asked me which types of mailings I want, and how often.

This is a little different from the article we posted recently about Subscriber Preferences, because this company is currently only sending emails with account and statement information. They sought to find what their users wanted before sending a single newsletter or offer. Once they have the collected desires of their customers, they can put that into practice. After that point it’s up to them to take it another step further with Subscriber Preferences, but the initial ask was well-planned and appreciated.

Ask your customers what they want, then deliver (no pun intended.)

This entry was posted on Friday, May 2nd, 2008 at 9:10 am and is filed under Best Practice, Strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.