Leveraging Reverse Preferences

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Doing what you say… that’s the simplest illustration of a reverse preference – now imagine the data available when you combine your recipient’s responses with their actual behavior. By simply tracking the patterns of your recipients, you’ll have even more insight than a few survey responses – because we all know that not everyone is going to give all or fully accurate information. The tracking of reverse preferences can circumvent this disconnect.

To leverage, start with a prospect who has visited your website, given you their email ID but nothing else. Beginning with your first confirmation email, watch their behavior – see if the recipient opens the email, keep track of their number of opens as well as their last open date. Monitor this running tab throughout the lifetime of your campaigns with the recipient, be concerned if the last date opened goes past three weeks and panic if it goes past six weeks. Also, remember that the Outlook open rate is deceptive.

Track their clicks, keep three tabs on this metric – 1) their specific clicks (start putting it into preference categories for products); 2) total clicks for each category so you can judge level of interest and 3) the date of the last click. Get concerned if there is no activity in two weeks and panic if it goes to a month because clicks indicate connection with your recipient, without those clicks you’re missing the mark.

Finally, solicit feedback on their purchases, ask for their opinion and keep what they have purchased in mind when designing future campaigns. The behavior data gathered through these three metrics should be compiled with the activity in your other internet systems and your other channels.

There’s a ton of underlying information in every campaign, take a look at a random sampling of your recipients and see if their responses (surveys, preferences etc.) match their behavior – let us know if you find any glaring disconnects.