Decision 20 - listening
While the clickthrough and web-site outcome data can be used to second guess how well an e-newsletter is working, and what customers think of the company, there is no substitute for asking the question 'what do you think?', either face to face or through a structured survey, with recruitment of respondents through the e-newsletter or via a separate e-mail.
Since e-newsletters can become a large element of how your brand is perceived, it is important to know what people really think. We can 'See that online brands such as Tesco.com and lastminute.com poll their audiences regularly to find this out. An indication of the health of an e-newsletter can be built up using a mixture of 'watching and asking'. The Tesco.com e-newsletter seems to be in good shape, judging by the 'watching and asking' metrics provided by Kanaiya Parekh, the commercial development manager at Tesco.com, who presented the following at the 2002 Marketing Week Conference on e-mail marketing:
- 80 per cent of customers rated it as excellent
- there was a 65 per cent open rate (against the industry average of <20 href="http://internet2010.blogspot.com/search/label/cent" _fcksavedurl="http://internet2010.blogspot.com/search/label/cent">cent)
- 50 per cent of customers read the entire e-mail
- 20 per cent of customers purchased due to e-mail
- an additional 37 per cent of customers were considering purchase
- 13 per cent of customers forwarded the e-newsletter to friends/family
- there was a 5-10 per cent average clickthrough rate
- there were less than 1 per cent unsubscribes.
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