Caring About Users Sell: The Björk Case
Do you deliver information to users per email? If so, try to:
Send users information that is relevant to them
Designing a newsletter that is "usable" is not an easy task but benefits could be huge: more visits and sales could be reached through good newsletter usability and marketing. Let me show you the iTunes Store "alert me" newsletter example:
The iTunes Store Newsletter
On March 13th I was criticizing Apple for sending me advertisement of an old album that I have and I listen to very often. I was wondering why they were bothering me offering an album that I already have?
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The Newsletter Now: Björk
Yesterday I received a new iTunes Newsletter recommending me albums of my favorite artist: Björk. There are 2 important things here:
- iTunes knows that Björk is my favorite artist and sends me album recommendations of her,
- iTunes recommends me Björk albums that I don’t have (yet!)
Lesson
Send users information only when this is relevant to them. Recommend only products they might like to buy and they will happily click.
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Popularity: 36% [?]
