It is a fact that monitoring or managing customer feedbacks does not fall in the top 10 priorities of email marketers in order to improve the deliverability of their emails. It is really a sorry state of affairs as feedback management enables email marketers to improve email’s most important quality i.e. providing direct interface between customers and email marketers.
When a factor so important such as this it turns off the readers and makes your program vulnerable to threats like spam reports and leaves you with a list containing lots of invalid or dead addresses. Many email marketers forget that relevancy is pivotal to driving deliverability of emails which results in loss of opportunity to make email campaigns more sought after and pertinent to target subscribers.
Even if some email marketers are in a impression that they are doing a tremendous job just being able to receive and reply to people’s comments and issues they have through mediums such as letter, phone or through the website. What email marketers overlook sometimes are few customers who put not to reply to their emails in the subject line as nobody would see it or the email is highly monitored.
While the very thought of shutting down the communication with the customers creates a pain in many email marketer’s heart there are some good email marketers who take both negative and positive feedback in a right way and try to improve. It has been observed that a good email program always requests a feedback in the end with a link to feedback form or customer service or provides phone numbers of customer service. And again good managers have a habit of attending to the feedbacks whatever channel they come from.
Despite clearly telling in the email not to reply it is a fact that some customers will always reply to the email. Thus limiting the customers to only certain channels kills the relation that you are trying to establish in the long run. This also affects deliverability. Take it this way, when you try to close a communication channel you lose one channel to get information from the customer that could have helped you improve efforts.
Effective feedback management does not stop here I.e. just by taking care of customer’s comments or complaints or questions that you receive as a response to your email or purchases or any other interaction you had with the customer. But effective feedback management involves taking extra steps and going that extra mile to reach to the customers requesting your customers for their comments and surveys through offers, newsletters, web links and email transactions.
When customer’s feedback or comments are sought you get rich information that can not only help you market goals but at the same time also take care of the emails that create dissatisfaction among customers and affect their deliverability. But care should be taken that you do not give overdose of surveys also to the customers. Rather email marketers should give attention to 4 main points of interaction where the possibility of getting valuable feedback is highest. The first is when customers sign up for your email program. The second point of interaction is after two or three months when you should contact your customer to bring back their attention to the email program who might have strayed away from the email program. The third and very important point of interaction is when customers contact you with complaints irrespective of the medium of interaction. The fourth point of interaction is when customers contacting you due to sudden surge in spam emails; you can take this as an opportunity to survey the customers.
Last but not the least an effective key to better feedback management is cooperation of different departments in your company in sharing the data and in helping overall improvement of email program.