A big element of marketing is knowing what works and what does not. There is a famous quote by John Wanamaker, pioneer of the department store in which he says “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That’s a scary thought isn’t it? Mr. Wanamaker made that quote a long time ago so our measurement capabilities have improved immensely since then, but many still share his sentiment.
In 2007 AT&T spent $2.2BB on measured media which means, if you feel like John Wanamaker, AT&T “wasted” more than a billion dollars on media without knowing if it droves sales. Ouch. Considering their poor branding efforts as it relates to the Cingular acquisition, I guess it’s no surprise. Imagine though, if you did know where your sales came from. Imagine if you knew that the customer standing before you was doing so because of the TV ad that ran on Sunday at 6:05pm in Omaha versus the print ad in the same town that ran three weeks prior.
I think John would have appreciated WrapMail because it would have told him which half. WrapMail can tell you exactly what your customers are interested in and in real-time. When any element of a wrapped email is clicked on that person will be taken to your website. Simultaneously, you will receive an Instant Click Alert, which is essentially the same thing as a bell ringing when a prospect walks into your store. If you had one of course. Which many of us don’t. Our website is our only store. Knowing which media drives your sales is a good thing. Knowing when customers are in your virtual store (website) is even better.
Dave Kustin, EVP Marketing, WrapMail
Published June 19, 2008
If your inbox is anything like mine several times a week you get emails that start out:
I know not all of you are women that I am sending this to but I’m hoping you will share this with your wives, daughters, mothers, sisters, etc
THIS IS VERY IMPORTANT TO KNOW. READ ON. Gas rationing in the 70′s worked even though we grumbled about it. It might even have been good for us!
And typically end:
Again, all you have to do is forward this message to 10 people. How long would that really take you? If each of us sends this e-mail out to ten more people, within one day all 300 MILLION people could theoretically be contacted during the next eight days!
They are called forwards and I’d say I get about 20-30 different versions of this form of viral email a week. Some are entertaining, some are informative, and some promise to send me money by simply passing the email on to five of my closest friends. No matter the subject, the majority of forwards I receive have one thing is common….they are being sent by people I know. Relatives who want to share a laugh, friends who are trying to waste time at work, and even business contacts who consider it a way of developing our relationship by including me in their circle of friends.
What used to be a huge waste of time and company resources though is now a new way to attract potential customers thanks to WrapMail. As you know WrapMail is basically a letterhead that wraps around all out going emails and provides numerous details about the sender. WrapMails are easily designed and can be custom fit to include promotions, product info, or even links to various departments within a company. However what you may not know is that when an employee sends out a forward to their twenty closest friends Wrapmail goes along for the ride!!! Instead of an employee costing the company money by emailing silly jokes all day, what you now get is a way to reach hundreds and thousands of potential customers with one click of a mouse. After all what’s the first thing somebody does when they receive a forward? They pass it on! Soon the email has been sent all across the world and with each new recipient comes another person who is exposed to your info as they scroll down to the bottom of the message. Thus creating a viral loop that continuously brings people to your company! How’s that for creating buzz!!
Published June 18, 2008
One thing we love about WrapMail are the relationships it helps build. Unlike other types of direct marketing, WrapMail doesn’t get caught in spam filter because it’s not spam. By taking the emails an employee sends out on a regular basis (whether it be to established customers, friends and family, or new contacts) and adding what is basically a custom designed letterhead, companies who utilize WrapMail only stand to gain from the enhanced relationship that comes as a result of using it. But what are some other ways we as small business owners can improve upon our relationships with out making the customer feel like we are only in it for a quick buck?
The first thing I would suggest is that you communicate with your customers frequently. Think about it like this, in a typical month how often do you talk to your next-door neighbor? I can say that personally speaking the it’s more than about 4-5 times a month. Now this may seem like an extreme when it comes to the business world, but the point is every time you make an effort to communicate with a customer the more that relationship grows.
Forget about that stack of form letters you keep on file for every type of situation and show a little bit of personality. Nobody likes to read junk mail and people can smell a computer-generated message a mile away. Does the entire email need to be original? Of course not, but there is something to be gained from adding personal touches depending on what you are trying to accomplish with the email.
Be prepared to respond to feedback because you might not get a second chance to stick that foot in the door. There’s nothing worse than being ignored especially when somebody asks your opinion. You take the time to give them your honest answer and then they just move on like you never responded. If someone you have contacted has a problem with your company do everything you can to not only make the situation right, but to show them you care. By showing concern and thanking them for their response while at the same time taking the appropriate measures to make sure the next customer in line doesn’t face a similar situation you are only increasing the chances of a repeat sale. Plus you are creating the all-important word of mouth as the customer goes on to talk to friends and family about their experience with your company.
Don’t be afraid to ask customers what they think and remember to respond to their concerns honestly. At the heart of every successful business lies a foundation of relationships that was built one person at a time, so the next time you speak to a customer do yourself a favor and make sure they know they aren’t just speaking to a machine.
Published June 17, 2008
In today’s rough and tumble market everyone is looking for an edge in hopes of accomplishing what many are currently failing at….making a decent profit. As a result hoards of small business owners are turning to a new customer satisfaction system that may just lead to the dawning of a new era. I’m talking about NPS (Net Promoter Score) and believe it or not many companies say it’s changing they way they respond to customers by giving them a direct hotline to what they are most excited about.
Simply put NPS is a series of questions each of which are answered on a scale of 1-10 (the higher the number the stronger the customer feels about the question) and then tallied up to produce an NPS SCORE. A score of 50+ means the company in question is a mega-star in terms of the love it receives from consumers. Fred Reichheld spent over ten years trying to come up with an easy was to judge customer satisfaction and the end result is quickly becoming a standard for such companies as Whirlpool and Intel. The ultimate goal of the NPS is to figure out the percentage of customers who are not only satisfied with a product but actively promote it among friends and family thus increasing the chances they will influence others to purchase it as well.
The key to figuring out your NPS is one simple question: On a scale of 1-10 how likely are you to recommend us to your family and friends? Answers are then split into three categories: Promoters, Passives, and Detractors. The score equals the percent of Promoters less the percent of Detractors. NPS may be relatively easy to calculate, but what it leads to is a very complex understanding of why customers leave feeling the way they do. What happens next is a better relationship with the consumer built around finding out just why they answered the way they did. If a negative response was given, questions such as “What could we do better?” or “What about the product left you wanting more?” are then asked. A positive response helps a company know just what they are doing well with a follow-up such as “What did you like most about your buying experience?”
The idea that NPS is the best way to read what customers are thinking is becoming such a force that many who use it have started sending out their NPS score to employees so that they can make changes in they way they are handling day to day operations. The way one small business owner puts it” Everyone just got it. Here’s a single number that can go up or down, depending on interactions with customers. Sure, it takes some time,” allows Byers. “But the benefits so outweigh the time spent.”