Great E-Mail Marketing by Performance
Ian Lurie Oct 24 2007
Things go wrong. Sites break. Sometimes, though, a web marketer finds a way to make lemonade. I like Performance anyway, but now I really, really like them:
Ian Lurie
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More
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You’re right — that is an excellent example of turning a minus into a plus. Of course, what makes this a good story is the fact that it’s unusual. Which is sad.
But the opportunities are there for companies to provide amazing customer service and for customers to remember and reward great service.
With recruitment banner ads, we’ve had luck with vendors “making good” by offering additional impressions or running our ads longer. I had an interesting opposite situation with an email blast. The vendor hand typed a link in incorrectly and didn’t offer any restitution, discounts or otherwise. Unfortunately, the timing was to coincide with a specific event, so rerunning the email campaign was a mute point.
We find that most vendors we’ve worked with lack proper QA processes or don’t offer a “test environment” prior to launching banners or emails which if in place could have prevented several technical issues that took time resolving on the back end.