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Email

Email News Updates

Email News Updates being sent out just using the ‘copy’ function on your standard email.  
I was amazed to hear the news on Wednesday about the NHS London HIV clinic who had emailed 780 of its patients who had been tested positive and had disclosed all the other recipients on the email, not once, but twice when an apology for the first email was sent out pretty much straight away and again to all recipients in the cc instead of the bcc.  Ok so they have apologised for “human error”, but was it just that, I wonder?  Whilst I don’t know the facts, here’s some thoughts:

  • Did the Trust fall short in their training, and was the task given to a team member who simply didn’t know the importance of cc v bcc?  Didn’t they realise the importance of sending out newsletters and understanding data protection?
  • Why is any serious company sending out news updates to a list of 780 just using their email system?  Not professional, not sensible, and as seen, not safe;
  • When emailing this way, you cannot check as to how many people are reading the newsletter or clicking on the links.  There’s no test and measure.

The Clinic now finds itself in a serious data breach and will be subject to investigation and potential fines; not to mention the trust issue they now face with their clients who will have serious misgivings about receiving further communication from them and will want assurances that ‘this will never happen again’.
Using Mail Chimp (often free depending on circulation) or Constant Contact, or perhaps a mailing service through your CRM system, will allow you safely to send emails and to see and understand the results.
For my customers I keep the stats so we can see which emails are more popular than others, which links more popular etc. Test and measure is crucial in marketing. Not an option. 
If you need help crafting your news updates and identifying the best way to send them out, call or email me.  .  I am just updating my ‘paper’ on sending out newsletters; happy to help if I can.

Categories
Customer Trust Trust

Do your customers trust you?

Do your customers trust you?
For me, trust has always been one of the most, if not the most important factor in any relationship with clients.  Whenever undertaking any sales training and running through the most important qualities of anyone working in sales, trust invariably comes out on top.
This time the issue is about the Charity sector and a Mr Rae who forgot to tick a box when he filled out a lifestyle survey in 1994.  It seems that the company behind the survey sold his personal information to charities which then bombarded him with requests for donations and some then proceeded to pass on Mr Rae’s personal information to other charities, data brokers and companies – over 200 times in total and resulted in him being scammed as well. No-one deserves this and the Data Protection Act is very clear – the very first principle is that your data is only processed fairly and lawfully.
Again, it comes down to trust and expectation and not simply down to the fact that 20 years ago Mr Rae didn’t tick the box to say ‘don’t share my information with ‘like-minded’ companies’. An interesting discussion yesterday on R.4 commented that part of the issue was too much short term thinking and too high targets for the sales team on the phone and a lack of understanding that the charity/donor relationship is very much long term and very much dependent on trust.  It is critical for donors not to feel bad if they can’t up their giving. Every donor should be encouraged to give to their comfort level but never beyond, they should never be made to feel guilty. This is a negative emotion and not at all productive.
So this then leads into emotion v logic not being understood, and perhaps processes in the business not being as robust as they might be. Are yours sound in your business?  Are there any that could lead to customers or clients feeling that you are not being transparent and perhaps not worthy of their trust?
I love getting process right. Call me if I can help.
3rd September 2015