Comments on: E-mail keeps on going http://projectredstripe.com/blog/2006/11/03/e-mail-keeps-on-going/ A story about innovation Tue, 18 Nov 2008 21:56:36 +0000 http://wordpress.org/?v=2.1.2 By: Michael Lan http://projectredstripe.com/blog/2006/11/03/e-mail-keeps-on-going/#comment-23 Michael Lan Tue, 14 Nov 2006 16:55:53 +0000 http://projectredstripe.com/blog/2006/11/03/e-mail-keeps-on-going/#comment-23 The progress of technology makes it much easier for companies to reach much broader audience, and normally at near-zero marginal cost. Therefore whatever we do, we tend to think in terms of how we can make our life much easier. However, we should truly think of how we can make life of our customers (in E-mail newsletter's case, the subscribers) easier. Of course, no single customer is the same and the needs change over time. Rightly so companies should provide a mix of both. Key questions are how often and what? Will they ever be loyal enough to stick with a company and wait for the changes? Most likely they won't. They simply vote with their silience and/or non-action. The real challenge lies in how we can effectively spot the latent danger before it's all too late. The progress of technology makes it much easier for companies to reach much broader audience, and normally at near-zero marginal cost. Therefore whatever we do, we tend to think in terms of how we can make our life much easier. However, we should truly think of how we can make life of our customers (in E-mail newsletter’s case, the subscribers) easier. Of course, no single customer is the same and the needs change over time. Rightly so companies should provide a mix of both. Key questions are how often and what?

Will they ever be loyal enough to stick with a company and wait for the changes? Most likely they won’t. They simply vote with their silience and/or non-action. The real challenge lies in how we can effectively spot the latent danger before it’s all too late.

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