Question about E-mails - Or, Do I sell more than one thought at a time?

[nipplecharms1]

Hi gang,

I have not sent e-mails/newsletters to any of my customer base in some time. I also know that it’s cheaper to keep a customer than to buy a new one (marketing expense). That said.....

I want to inform all my customers that we just added a "rate us" option (we got the link from another thread on WPW.) I want to send a qualified mass mailing using Constant Contact, as we used that service before.

My concern is we also have some new items I wanted former customers to take a look at and see if they appeal. I do not want to dilute the e-mail or does that matter? Should I say something like:

"Dear {name here}, come and see our new sexy Bindi crystal temporary tattoos. These are the kinds worn by Gwen Stefani, Shakira, Madonna, and Shania Twain! These crystals also go great will our....."

You get the point. Then should I go on to say:

"And we have just installed a new rating system. If you loved our service, fast shipping and excellent product quality, please visit {link} and give a great rating. If you want to offer us any feedback, you can always send us an {email address}. Do not forget when you provide us a rating to look for the authentication email back to you so they can verify you are a real person."

And you get the point here I think.

Should the rating go first, then the items? Or should I send out two e-mails? If so, which should go first?

WOW, that was a mouthful. Thanks everyone in advance for the discussion.

Our best,

Michael

[Dcrux]

First off, despite their overwhelming popularity, there is the question of whether rating widget actually provide useful feedback. Too often I see rating widgets being used as a substitute for in depth research.

Check out the article Rah Rah Ratings Online. Another finding was trying to match up Amazon five star ratings with sales. The finding was products with a "U" shaped rating -- more 1's and 5's -- indicated higher sales for books.

Next, don't give users too many choices. Testing usually shows more choices equal fewer sales. Especially this example, because getting people to the page automatically means they'll be exposed to the widget.

Frankly, look into whether you're more interested in calling attention to this widget than customers are interested in using it. For any user interface test, advertising the interface invalidates the test. If the users want it, they'll use it. If they don't -- that is your most important information for changing the design.

The interface design either speaks for itself (works) or doesn't. Do not pollute results by advertising widgets you may be found of. I can assure you customers couldn't care less.

[Duncan Pollock]

With Constant Contact -- as with most other e-mail services -- it's possible to segment your audience. Thus, you're perhaps better to create two distinct mailings, one (re ratings) to everyone and another to past customers (recent new products).

But, in passing, I have to agree with the view that ratings aren't all that useful. Indeed, I'm willing to question why you (or any business) has concerns about giving good service. Surely, you/they should know this already. It's an esential part of marketing to be constantly improving what you're doing, isn't it? So why do you need to ask your customers any questions? You ought to know -- and, I like to think, you undoubtedly will or should -- how you're doing. And I'm far from sure that your customers know enough about your business to give you any (really) useful advice.

Duncan

It isn't a perfect analogy, but I recall that someone once asked "Am I boring you?" and got the answer "No, and you never will as long as you're worrying about making such a mistake."

[nipplecharms1]

I think I may have mistaken my questions, or at least stated it incorrectly.

Dcrux. Hi again. You LOST me at hello in your post.

I want people to "rate" the product and service. In body jewelry, where much can be had anywhere (though not non-piercing as we sell), I want the customers to tell their story. A site can say their "widget" is the best thing since sliced bread and bottled beer. BUT, and this is key from some things I have read, if there is a "testimonial" page and there are both pro and con, but the pro is better, people are more willing to buy.

As with another post here, jewelry is an item most people want to touch, taste and smell (you know what I mean here.) In lieu of that, other customers comments before very helpful. Look at any adult toy site and see that every product can be "evaluated or comments made". Amazon has brought that to a fine art.

That said, I want new customers to see our "ratings" so that they can get an overall feel that the site is for real, we are not ripping then off, and if we make a mistake, we own up to by the feedback of past customers.

Or am I bring obtuse (Ok I love Shawshank.)

Thanks all,

Michael

[nipplecharms1]

Originally Posted by Dcrux

Frankly, look into whether you're more interested in calling attention to this widget than customers are interested in using it. For any user interface test, advertising the interface invalidates the test. If the users want it, they'll use it. If they don't -- that is your most important information for changing the design.

I want to assume that as these are all past customers, they would want to see additions to our line. No?

Originally Posted by Dcrux

The interface design either speaks for itself (works) or doesn't. Do not pollute results by advertising widgets you may be found of. I can assure you customers couldn't care less.

Interface design? is that the .00 term for "website"? How do I know it works? If no sales does that mean it doest not work?

thanks

Michael

[Dcrux]

Customers want to see additions ...to the product line. People want the website to get out of their way. Send the email about the new product (not fifteen or twenty new products).

Interface design is about the range of tests people have performed on usability, interaction and desirability. Loading up the site with gimmicks is too often just confusing. People think the next gimmick is the one that is going to change their fortunes -- it doesn't happen.

If there are no sales, something isn't working. If you're promoting something and nobody is using the ratings widget, then you know to change the design or eliminate it.