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Email loyalty

When designing emails, most companies don't give much thought to customer loyalty issues. Getting people to open and click dominate the process. However, there are a few simple procedures that prevent unsubscribes and signal our audience that we are willing to earn their attention and loyalty. 

  • Use a calendar to establish an emailing plan that customers can learn to expect
  • Segment customers by behavior, starting with the most loyal VIP types
  • Study unsubscribers and develop a heartfelt re-engagement campaign--but do let people unsubscribe quickly.

SendGrid Blog: What is Retention Marketing? And How to Use it in Your Email Program, 2018-Jul-13 by Kelsey Bernius

You don’t have to dive head first and try out every last retention email campaign tactic. In fact, it’s better to start out and test one strategy at a time so you can measure your results before implementing more permanent programs. 


How to keep a job you don't appreciate

No job is perfect but most of them are well worth doing, even if it's just to prove we can. And in the process, we will no doubt learn something, usually something about ourselves. 

Quartz: Want to love your job? Read this article, 2018-Jul-6 by Ephrat Livni

It’s not the job itself that gives us a sense of purpose, but the pleasure of work. Yes, that’s right. Pleasure. Because work at its best—whether it’s pouring coffee or defending the indigent accused in a county jail—is a kind of play. In the moment of doing, meaning doesn’t matter, just the task. That’s a relief from spending time dwelling on the big picture: who you’re meant to be and what you should try to achieve in your life.... 

It would be fantastic if we all found our best and highest use on the job. But dismissing all service work misses an important point. The puzzle we’re all constantly solving is survival, ideally with minimal friction and conflict and the maximum positive exchanges. When a supermarket bagger makes the effort to pack your shopping in a way that ensures the eggs don’t break, or offers to carry your stuff, that’s a plus.... 

Being adaptive is a critical life skill that’s practiced at work, whatever job. Understanding this, you can take an interest in pretty much anything for some time and, as a result, become more interesting and accumulate experiences that will inform your next steps. As Stanford psychologist Carol Dweck points out, interests aren’t inherently fixed. Having a growth mindset, being open, is wiser than pinning your hopes on a single passion; it makes you more resilient, creative, intelligent, and happy. 


Confidence and confirmation in customer relationships

The customer experience of paying online can be frightening. Any signal that the transaction is insecure or the seller is sloppy can destroy a budding relationship. 

DMA.org.uk: Is the Transactional Email Experience Critical for Customer Loyalty?, 2018-Jul-3 by Laura Chieri of Mailjet

In our recent research study, we found that 93% of consumers would consider choosing a rival brand following a negative transactional email experience.

So, what aspect would lead to a dissatisfactory interaction? Fear not, we asked that too.

  • Spelling, grammar and language mistakes.
  • Emails that contained sensitive information.
  • Emails that don’t visually look like a brand’s website.
  • Emails that took a long time to arrive in the inbox.
  • Emails that reached the SPAM box, rather than the inbox.
  • Emails that got categorized by Gmail as a ‘promotion’ or not a focused email by Outlook. 


Auto-enrolling customers in the loyalty program at India's Filpkart

We haven't heard of this approach before, but it probably does exist other places. Shouldn't it be everywhere? It's also is a good way for Flipkart to differentiate themselves from Amazon. 

inc42: Flipkart To Make Another Bet On Customer Loyalty Programme, But In A Unique Way, 2018-Jun-21 by Bhumika Khatri 

Indian ecommerce company Flipkart is ready to make another bet on its customer loyalty programme, but in a unique way. Rather than charging an upfront fee for the membership, the Flipkart customer loyalty programme will be activated once a customer hits a certain threshold of purchases.

According to reports, the company has set aside $173 Mn (INR 1,178 Cr) for expenditure on services under the programme for the next three years. The scheme is expected to be launched by the end of July.

Being tagged ‘Lock-In’, the programme is expected to offer Flipkart’s “loyal customers” faster and free deliveries, early access to deals, and other privileges across its group companies, including Phone-Pe and Myntra.


Managing online reviews now a vital part of marketing as well as customer service

Online reviews have become a vital part of the loyalty ecosystem. Some customers like to share their experience, and some companies reward them. 

Unfortunately, reviews can be difficult for several different reasons. Some hotel chains have been inundated with over-the-top reviews from people who expect VIP status in return. Bad reviews can be undeserved. Paid reviews are getting easier to spot but will always be an issue. 

Managing our customer reviews is a job that needs to be shared between marketing and customer service.

NY Times: Why You Can’t Really Trust Negative Online Reviews, 2018-Jun-13 by Caroline Beaton

The credibility of all reviews — even real ones — is questionable. A 2016 study published in The Journal of Consumer Research looked at whether online reviews reflected objective quality as rated by Consumer Reports. The researchers found very little correlation.

Why? Reviews are subjective, and the tiny subset of people who leave them aren’t average.

People who write online reviews are more likely to buy things in unusual sizes, make returns, be married, have more children, be younger and less wealthy, and have graduate degrees than the average consumer, according to Dr. Duncan Simester’s 2014 study. Online reviewers are also 50 percent more likely to shop sales, and they buy four times more products.... 

Finally, pay attention to contextual details and specific facts rather than reviewers’ general impressions and ratings. The number of stars someone selects often has “very little to do with” their review text, [said Dr. Ulrike Gretzel, a communications professor at University of Southern California.] People have different rating standards, and written explanations are inherently more nuanced.

Focusing on the most thorough reviews may also protect against getting duped by fake ones. In experiments where Dr. Gretzel and her collaborators presented both real and fake reviews, readers distinguished between the two better when reviews were longer.

And if you’re still not sure whether a review is fake, scan the reviewer’s profile. [Dr. Eric Clemons, a management professor at University of Pennsylvania Wharton School] said that “someone who’s paid to write reviews probably isn’t doing a lot of writing under the same name.” His own research omitted reviews from profiles containing fewer than 10 reviews, “and that took care of a lot of paid nonsense,” he said.

All that said, real reviewers are usually genuinely trying to help: Research consistently shows that people are most motivated by helping others make decisions.