eBizBlog

Perhaps you’ll recall this earlier post, in which I described the challenge of addressing a non-responsive group of eNewsletter recipients.

Well…the data has been gathered and analyzed. The findings were actually pretty shocking. It turns out that the response was (depending on the metrics used) either 6% or 18%. And yet…although the numbers were well within the range of respectability, the feedback gathered indicated that the recipients felt that they did not get the information they anticipated from the team eNewsletter. And even more important - this same population indicated that they would like to be contacted in entirely different ways.

Now, this could have been seen as disappointing by the group doing the measurement - but nothing could be further from the truth. These brilliant folks have decided to stop sending the eNewsletters and switch their efforts to the media of choice - for those recipients who responded. This sub-group indicated, by their willingness to respond, a significant engagement level with the brand.

By re-focusing efforts on those who want to be spoken to, and who are interested in interacting with the brand, our clients are going to spend less time on those people who had demonstrated a dwindling level of interest over time, and more on those team members who really want to stay in touch. Now they’ll be providing customized information to the right people, and getting a much stronger response.

Gutsy, eh?