Incompetent Email Marketing = Lost Future Opportunities
The need for personalization with email newsletters ...
"Lack of personalization made an email newsletter completely useless to the recipient, damaging long-term customer relationship efforts. United Airlines deserves to go out of business. That's my conclusion after reading the incredibly incompetent email newsletter the company sent me.
At first look, the message wasn't that bad. It complied with 70% of the usability guidelines for the content and formatting of email newsletters. That's a decent score, considering that many other respectable newsletters score in the 60s. Most organizations don't take email usability seriously. They probably think: "How much can go wrong in the design of a simple email?"
Well, user testing shows that there are 127 guidelines for newsletters and another 73 for confirmation email. Clearly, there are more than a few opportunities to go wrong." continued ... (Via Alertbox)
"Lack of personalization made an email newsletter completely useless to the recipient, damaging long-term customer relationship efforts. United Airlines deserves to go out of business. That's my conclusion after reading the incredibly incompetent email newsletter the company sent me.
At first look, the message wasn't that bad. It complied with 70% of the usability guidelines for the content and formatting of email newsletters. That's a decent score, considering that many other respectable newsletters score in the 60s. Most organizations don't take email usability seriously. They probably think: "How much can go wrong in the design of a simple email?"
Well, user testing shows that there are 127 guidelines for newsletters and another 73 for confirmation email. Clearly, there are more than a few opportunities to go wrong." continued ... (Via Alertbox)
United Airlines.
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