Last Tuesday I was able to express an opinion which has been obsessing me lately in a seminar organised by Diario Financiero in Santiago de Chile regarding online loyalty, and that is the need to reconsider the approach of our online presences so that they can include different mechanisms by which ? always with the client?s permission ? it is the Internet which, via RSS or e-mail, contacts the user instead of waiting for the user to contact us.
This becomes clear if we look at 3, very specific examples:
-When an airline company automatically sends us an e-mail on the very day of our flight with last-minute information and advice on flying.
-When a bank automatically sends us an e-mail or an SMS every time our salaries are paid in.
-When our insurance company sends us an e-mail a few weeks before the policy is due for renewal.
So far, we have thought too much in terms of the webpage and very little about the intelligent and automatic use of e-mail ?and our explicit permission- to develop a closer relationship with our users.
And what has all this got to do with persuadability? A lot, if we think that, on the one hand, we need to get our clients’ details but on the other ask their permission to send them relevant and intelligent messages. And we have had about enough of newsletter with information that the user does not want to read sent every so often and offers that do not always generate the interest we would like them to.
7 pieces of advice that I developed in the presentation I gave and which you will find here.
1. Put all the energy of your website into getting my permission to start a relationship with you (like most of the Presidential candidates – specifically the John Edwards website ? who understand how important it is to get an e-mail address to develop a contact schedule).
2. Invite me to do so all the time, like Campaign Monitor does at the end of each and every one of its webpages, and make me believe it will only take a few seconds and start with the important thing: the e-mail address.
3. Be persuasive. Sell throughout the entire process
4. Start the ?push? right when the user registers, suggesting alternative content and periodicity with which I can contact you.
5. Make it clear to me that it is easy and quick to stop receiving e-mails (less than 1 minute)
6. Suggest that the user puts the address from which you will be sending your e-mails in their Contacts, to avoid you being classified as spam.
7. Go further than the monthly or weekly newsletter, go further than simply sending offers: make your website intelligent. Overstock sends you an e-mail listing the products you left in your shopping basket when you did not complete the purchase and when you are a store client.