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Se o seu site não está bem construído, os seus esforços de
email marketing serão em vão. Os inquéritos podem
revelar-se uma boa ferramenta para detectar as dificuldades dos clientes.
Brands undertaking email marketing have been told that as well as measuring
click-throughs, page views and revenues, they need to measure consumer attitude
too.
Jim Sterne, writing for ClickZ.com, said that while the "hard numbers" which
measure the success of online efforts are only useful if they are used alongside
"softer numbers" about customer satisfaction, which are "fundamental" to the
survival of the firm.
He stated that brands need to find out whether visitors like the website which
they are being directed to, whether they enjoyed the experience and how they
found the products.
"They let you know if your online efforts are making life harder for customers
rather than easier. They let you know if there are any forehead-slapping
problems on your website that, once fixed, can vastly improve how people do
business with you," he added.
Morgan Stewart, writing for the Media Post blog, said that email marketing campaigns
should also aim to increase customer lifetime value.
Fonte: dma.org.uk |
