So last week we had a GREAT time in Fort Lauderdale Fl for the 14th General meeting of MAAWG. I can't really talk too much about what goes on to those who are NOT members since that is the rules, but I can tell you that the sender training sessions are REALLY kicking off. My good friends in the industry have really stepped up to share their knowledge to those who are new to the delivery/email job and in many cases to those who are interested in what the deliverability people do everyday or how we can work together to deliver “legitimate” email.
In one of the training session, FBL's and Benchmarking, Senders-SIG co-chair Ben Isaacson came up with a new acronym that I thought was neat to describe the process in which you should be reviewing your feedback results as more that just opt-out's. Ultimately complaints are user responses. Since we care about our users we should invest the same effort in understanding their complaints as we do their purchasing habits.
The Feedback Loop (FBL) Mantra
S.O.B.A.D
- Source
- Opt-in (Permission/Confirmation)
- Branding/Content
- Age/Frequency
- Demographics
Len Shneyder said you should be using complaint data to educate disparate internal groups and partner organizations. Take into account complaint data when making targeting decisions. Slice and dice your data as many ways as possible to obtain granular picture of your demographic and potential for complaining.
You have heard from me hundreds of times to look at the more detailed data that’s your customers are sending you back through opens, clicks, blocks, and complaints. Don't just use this data to unsubscribe people. It doesn’t fix your underlying problems of either content not showing up or how frequent you could be mailing too much or little. Look at it more closely and over time.
Make the FBL Mantra part of your daily thinking when you talk to customers about their failure reporting.
-Dennis
Eloqua
Don’t Just Send, Deliver!
P.S. If you want to come to the training sessions, either join us at MAAWG for the 15th general session at the Mark Hopkins in San Francisco, CA February 17th-19th or be on the look out for a possible open training session.
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