Re: UKNM: Qxl Customer Service

[Ruth Stone]

A good point janet


And one that has worked well for offline for a charity named Botton Village.


The direct marketing campaign - which won silver in the 1999 IDM Business

Performance Award simply asked charity supporters how often they would like

to be mailed with information and experienced a higer than average return on

investment and a well above standard number of repeat donations.


Their initial bulk mailing raised �10K and since installing the database and

contacting supporters on the basis they have individually stipulated raises

around �3.4mil per year.  Not bad for a charity I suspect noone on this

cyber circular has heard of.


I am sure the e-marketing fraternity would benefit from this and other egs

from the offline world.



>

From: janet hoy <jhoyignite-mail [dot] co [dot] uk>

>

Reply-To: uk-netmarketingchinwag [dot] com

>

To: <uknmchinwag [dot] com>

>Subject: UKNM: Qxl Customer Service

>Date: 22 Sep 2000 16:04:16 +0800

>

>Why can't any of these sites think of simply ASKING their customers how

>often they would like to receive information... and what on .... it's not

>like dynamic emails can't be created - you don't have to hit everyone on

>your database with every sales message you have ...every day.

>

>You can even give customers the chance to change their choice of what they

>want to read about via an email link to a self populated form off your

>database for amending.  You can give them the option to time delay

>receiving

>the next mail by month e.g. don't contact me again until... (Jan, Feb,

>etc.)... and (last but not least) why isn't such a big brand either

>outsourcing to a service which has an automated unsubscribe or getting that

>sorted in-house - it's just a link through to a contact/no contact flag on

>the database!.... I'm not technical, but I know it can be done...

>

>It seems that these guys are jumping from acquiring customers to "MAKE THAT

>SALE".... somebody needs to take them aside for a little chat about the

>gentle art of customer service and customer retention....

>

>As for Spam, from a customer perspective it it 'feels' like Spam then it's

>as good as ... from a brand marketer's perspective an online customer

>should

>be cherished even more than an offline one... because if you give them a

>reason to bad mouth you it's not just half a dozen mates in the pub who

>will

>get the message ... it could be the whole of the UKNM mail list!...



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