Subscribers Rule site experience too!
This video was created by Baynote for a presentation at eTail earlier this week. It puts a little humor to how we often treat our customers online.
This carries over directly to how we structure registration processes. Just because a subscriber was interested in one thing in the past does not mean we should always talk to them about the same thing for eternity. In general, I am not in favor of detailed preference centers that ask for a long list of interests for the reasons highlighted in this video. Subscribers’ interests change over time–incorporate behavioral information.
Just be careful not to go to the other extreme. Using some basic demographic data (like gender) should keep you from sending Chip pumps, or “Ballerina Flats.”
This entry was posted on Friday, February 27th, 2009 at 4:38 pm and is filed under Segmentation, Subscribers Rule!. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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