NONE: Re: ONLINE-ADS>> automation
Re: ONLINE-ADS>> automation
Michael McClure (mikem_at_marketwave.com)
Tue, 30 Dec 1997 18:43:51 -0800
In response for automation going too far, I'd like to add my two cents....
Certainly there are many cases of automation going too far. This is true
for autoresponders just as much as it is true for voice mail systems. We
have all experienced bad implementations of EMAIL/voice mail and automation
in general. On the other hand, I have also experienced many great
implementations of these technologies, where the first person I get is
exactly who I needed.
My point is that the best answer is in between the two extremes and the
secret is in the implementation details. Some companies ban all forms of
automation in an effort to make sure customers and prospects deal only with
humans. When there aren't enough humans to go around, this results in busy
signals, EMAIL black holes, and overwhelmed employees. Others automate
everything, which generally results in a complete lack of personalization
and frustrated customers who just want to talk to someone human.
As an example, often all I really want is to get some simple information
(maybe a mailing address). In this case, dealing with a machine is just
fine. This is also useful if I need the information at night, during the
holiday season, or if I need it from another time zone on the other side of
the world. Other times, I have a special situation, where I just quickly
want to talk with someone to help me out and point me the right direction.
I have found the right marketing solution to be somewhere in the middle.
Tasks that apply to many people are ripe for automation (customer
newsletters, company announcements, etc.) Others, that are more specific,
still need a human touch (sales quotes, thank you letters/EMAILs, etc)
For those tasks that are partially or fully automated, a few useful lessons
I have learned:
1) Have an easy way to contact a human. Include a phone, FAX, or EMAIL
return address that goes to a human, not a machine.
2) Quickly let the receiver know the purpose of the communication - right
up front. This allows interested parties to read on, and non-interested
ones to move on.
3) Let the receiver know how you got their name and why you have concluded
that they should be interested in your message.
4) Have an easy way for the receiver to be removed from the list. Also
have an easy way for the recipient to update their contact information.
(When done right, you will get more requests to add people to the list,
that to take people off the list)
5) Send communication to well qualified lists - don't Spam. For example,
if you are selling web software, make sure the recipient has a web site.
6) Have some form of personalization, if possible. Direct mail pieces can
be easily and inexpesively customized with different messages for different
groups of people. EMAIL messages are even easier and cheaper.
______________________________________________________
Michael McClure Vice President of Marketing
Marketwave Corporation EMAIL: mikem_at_marketwave.com
Two Union Square TEL: (206)682-6801
601 Union Street, Ste 4601 FAX: (206)682-6805
Seattle, WA 98101-9681 WEB: www.marketwave.com
______________________________________________________
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