Companies will have different objectives for their web marketing but I would expect that everyone will want to enhance their reputation with customers and prospects.
A recent research study by US company Habeas Inc reveals some interesting findings which are included below. Thanks to Dotmailer for bringing the report to my attention.
So what can you due to enhance your reputation online?
Over 88% of respondents want companies to provide more choice over the content and frequency of emails that they receive.
More than 80% of respondents prefer doing business with companies that use opt-in permission to send them email. I have been sending out my marketing newsletter for nearly 4 years and have only ever sent it to people that have opted-in. Some people think because you have met them for 2 minutes at a networking event and swapped business cards they are entitled to bombard you with emails and newsletters. It may be OK legally but I find it irritating.
Monthly emails and content & frequency options gave a positive impact on a company's reputation.
75% of respondents prefer engaging with companies that show strong privacy practices. I strongly agree with this. Once again, my SME marketing website has always had a statement next to the opt-in box saying 'We will never sell or rent your email address and you can opt-out at any time'. Next to this is a link to my Privacy Policy. I adopt the same policy for my web marketing clients, a good example being DriveTech Advantage who yesterday launched an innovative driving lesson service.
What will damage your reputation online?
Around 80% of respondents are not comfortable with a business sharing their email addresses.
Over 80% of respondents feel that a business's reputation is negatively impacted if it shares customer email addresses with third parties. In my view, it's best not to damage trust and share data. If you agree, let people know and use a similar statement to me 'We will never sell or rent your email address and you can opt-out at any time'.
Nearly 60% of respondents use 2 or more email addresses depending on their degree of trust with the company. So, give users the opportunity to update their email address when they feel more confident about your web marketing integrity.
Why does this matter?
The only way you can expect to grow customer lifetime value is by solving customers' problems profitably and keeping their trust. In my own case I have just updated the email broadcast system I use for my clients to ensure that I can offer web marketing solutions that comply with best practice.
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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