1. Collecting email addresses continues to be an ongoing challenge for marketers. One reason is that the consumer thinks that when you ask for their email address, that they will get a barrage of unwanted emails from you. Thus, it is important to give the customer valuable reasons as to why they should give you their email address.

    Your website is usually the first place you look to collect email addresses. Tell the subscriber exactly why they should sign up for email and what message they should expect. Give them three to five reasons and show them a copy of your past newsletters.

    A second place is your front line customer service staff. If you were to ask your front-line people why a consumer should provide their e-mail – you will be surprised by the amount of different answers you get. You should make sure that Customer Service knows why a consumer should provide an email address, both for the consumer’s benefit and for the benefit of the company.

    If you're not already giving customers the value reasons why they should sign up, what can you do? Write down ten good reasons why people should subscribe to your newsletter; then post it on your website, list it for your front line staff and share it with your co-workers.

    Try to give your consumers something of true value in exchange for their email address. Maybe provide a sneak preview of a new product, a member’s only sale, valuable information, or a discount coupon that can be used immediately. Convince your co-workers and front line staff of the importance of e-mail address collection, perhaps even creating an incentive for the employee collecting the most addresses in a month.

    If you can show your customers the value they gain from signing up for your email, and then deliver that value, you'll find those objections of giving up the email address easily handled. 

    Oh, and if you haven’t started posting testimonials about your program on your social media site you may be passing up on a good opportunity.

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  2. 1 - Choose an effective color that matches your brand. Have less contrast and use no more than three colors.

    2 - Give people a place to go next. Make it easy for them to find things. Keep the confusion out and give people simple options.

    3 - Focus on site navigation and the search box is king. People know how to 'google' stuff.

    4 - Be consistent with font face and size.

    5 - List your content in short paragraphs that are broken up, if you want to offer more in the text, let them click through or offer a download.

    6 - Make it easy for people to get in touch with you. List the contact information clearly.

    7 - Make your load times faster. Don't give the user an opportunity to tab away while your page loads.

    8 - Make your site search friendly with meta - tags - you need to identify the information. Search engines will find it faster.

    9 - Be careful about using frames / cascading style sheets - you loose impact. Many search engines don't list pages with frames

    10 - Does your mobile site work, it is the least you can do. Be sure to test your site from mobile devices. Just because HTML 5.0 renders okay, it doesn't mean that you want to push excessive content on the consumer.

    11 - Keep your content refreshed as you tie in social media into your site. Let your 'social feedback' update your site. Give people reason to visit your site often to see the changes.

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  3. Businesses are committed to knowing you better. They want you to provide preferences at every channel; they even attempt to assimilate your transactions across channels.
    They include post transaction product or service surveys. You get this from in person experiences, over the web or phone, at self-service terminals, and even on social media channels. They want to know about your transaction experience. They even want your feedback when you do not transact. They want to know you better.

    But stop and think about the approach and the questions. The survey is typically included because the organization “has to” do it, and in most instances the survey seems to do very little to actually engage the consumer. The survey serves the business!
    What is worse with surveys is that most organizations are happy with a less than 0.5% response rate. While there is almost always a survey included at the end of every transaction, there is very little commitment from the organization towards getting the survey completed.
    The reason we seem to have this issue is because most organizations are focused on the target, the channel, and instant success. Remember the goal of a good survey is to make sure that you are collecting useful consumer feedback – all towards building up that preference center, so you can serve your consumer better.

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