SUBSCRIBERS RULE!The ExactTarget crew hit the streets of London this week to give consumers a voice about how they want to interact with companies online. Here’s a quick preview of some of the comments they recorded from consumers talking about what they want and don’t want from email marketing.
ExactTarget’s been in the UK for about a month now, and we’ve heard some great feedback from marketers about how they think consumers across Europe want to interact with companies via email, text messaging and the Web. But we know that’s only half the story. So, Tuesday, I announced we are taking to the streets of the UK to give consumers a chance to voice their opinions about email marketing. Armed with a video camera and questions, Subscribers Rule UK is officially underway!
In the coming weeks, we’ll feature videos of our man on the street interviews here to give consumers (or as we call them subscribers) a chance to share with us what they really want from interactions with companies online. We’ll also use the opportunity to teach marketers the importance of putting subscribers first by embracing the three tenets of Subscribers Rule –
• Serve the individual
• Honour their unique preferences with regard to communication, content, frequency and channel
• Deliver them timely, relevant content that improves their lives
Check back soon for some of our first interviews from subscribers on the streets of London.
A few folks have asked me what the inspiration for the SUBSCRIBERS RULE! logo was/is. Well, believe it or not, there is a method to our madness. Show ten folks a hand with the index & pinkie fingers raised with the thumb extended, and they usually tell you that it either means:
We love this dual meaning. SUBSCRIBERS RULE! exists both to say that subscribers “rock”–after all, they have raised their hands and said “communicate with me.” They also deserve our “love” as marketers. They are often our best customers, and we must work extra hard to ensure that they receive what they want, when they want it.
Now, being a former DJ (shout out, www.woxy.com), and having attended over 300 rock concerts in my life, I know that the “real” rock hand doesn’t have the thumb extended. However, I can report with confidence that the “I love you” version has gained wide acceptance. Plus, it has a much better connotation than the corna.
