Silverpop - How comfortable are you with criticism?
It appears you are using an older version of your browser. This site was developed to be progressive and future-compatible. Please take a minute to upgrade your browser for an optimal experience.
Skip to content
  • Subscribe:

How comfortable are you with criticism?

blog post thumbnail image
by: George Wells (@IBMforMarketing)
18 June 2010

In a recent commentary, one of the six tactics identified as having the potential to boost email marketing results was inviting your recipients to give you feedback on your email program.

Many times, companies seek this feedback at the point of subscriber disengagement-- if you can’t dissuade a recipient from opting out or get her to change her communication preferences at the farewell stage, then you can at least still get some valuable feedback as to why she is choosing to opt out. True, the last thing your unsubscriber is looking to do is write you a lengthy and tear-daubed “Dear John”, but she may be happy to tick a few boxes or rate you in some way.  This feedback can result in valuable knowledge you can apply in the future.

However, the key to success lies in not waiting until it’s too late.  Make seeking feedback a priority throughout various stages of the subscriber lifecycle.

With this in mind I casually invited some of my clients to share their thoughts on the service I provide to them. Once I invited them to respond to me I waited eagerly for the emails to come and over the course of a couple of days they started to trickle through.

The good news is that they were more than willing to share their feedback—both praise (well done, me!) and suggestions, and relationships were strengthened as a result.  

On a larger scale, email marketers should make feedback management a daily process.  Promote a feedback email address in all your different email programs and monitor the inbox.  Also keep a close eye on what is being said about your company or brand on social networks, bulletin boards and email industry blogs and in consumer reviews.

By instigating the conversation, and making it easy and comfortable for customers to share feedback and express their opinions on a regular basis, you will be rewarded with opportunities to adjust approaches to better suit their needs.   To truly engage with customers you must listen to them and be prepared to hear and act on both positive feedback and constructive criticism.


Sign up Now!

Subscribe to IBM Marketing Cloud's Digital Marketer Newsletter!

Popular Categories

Top 5 Posts


To give you the best experience, this website uses cookies.

Continuing to use this website means that you consent to our using cookies. You can change your cookie settings in your browser at any time.
Find out more here or by clicking the Cookie Policy link at the bottom of this page.