Help Me to Help You
Have you ever booked a restaurant online? I often do when I am traveling and have found Open Table to be one of the best. But I recently found that they had my information wrong when I got this email. Now it was not any of my more important information they had wrong, but my city. I thought to myself, nice that they know I like to eat out in Las Vegas, but I don’t live there. I first wondered how it was targeted with this info (add 5 to the score for sending relevant content targeted emails) but then realized that the last time I used them was for a dinner at CES in Las Vegas. My bad.
This email gave me the opportunity to help them as they had helped me notice that my information was in need of some updating on my end.
It leads me to ask you this, do you have an easy way to allow people to tell you more or update preferences based on the data you target with? So many email marketing systems I see only allow you to change name, email and maybe some mailing info, but not preferences. We have the ability in our own system to give 75 self manageable and customizable data points in every emailROI customer account our clients use. It is so important to everyone to keep data fresh (people’s tastes change and they move remember). If you can leverage the individual the ability to self select and help you to keep your targeting relevant then you will lose less people from your lists and in turn lift the overall success of your campaigns.
No I could bash them on the amount of unused space they had in this email as the overall design and arrangement was poorly optimized, but I won’t as they were relevant and gave me the ability to tell them what needed to be changed.
Looking forward to a table for 2 soon.
Thanks to The Email Wars for this great article.