As an agency or service provider, you’ve likely been faced with the challenge of dealing with a client who wants it done their way — no matter what. When you’re sending thousands or millions of emails, this type of stubbornness can have an impact well beyond one campaign. Sometimes agreeing to disagree can be detrimental to not just their business, but also yours.
After speaking at the WooCommerce Conference on the topic of email automation for your online store, I was approached by more than a dozen people with the same question: if someone abandons their cart, how can the store stay in touch with the shopper?
If you’re sending your marketing campaigns without benefit of A/B or multi-variant testing — most companies admit to fewer than five tests per month — you are effectively acting as a focus group of one. You are assuming all of your constituents feel the same way about your campaign as you do. Big mistake.
As an agency or even a marketing department, you must work with clients of every possible ilk. Oh sure, your client might be your company’s CEO or it might be the marketing director of a third-party company, but when you provide marketing services, you’re nearly always reporting to someone else. So what happens when that client doesn’t have the maturity required to participate at a high level in discussions and project development? This lack of maturity might result in an abandonment of the project before completion because it seemed to take too long, needed too much development, or was broken.
More often lately I have been carefully reading the terms and conditions and privacy policies of companies to which I subscribe. I am concerned about with whom my data is shared and under what conditions. While I hold my vendors to high standards, have I let our company’s standards slip?