An amazing vacation to Iceland underscores how businesses could more effectively use e-mail marketing.
Two weeks ago, I took an amazing vacation to Iceland with my family. We were treated to a nonstop panorama of natural delights -- from spouting, sky-high geysers to majestic waterfalls.
While we were there, I learned about some of the pressures facing the Icelandic economy that are causing the country to allow aluminum smelters to set up operations -- which, in turn, could cause environmental damage that could hurt Iceland's reputation as an unspoiled tourist destination.
I read editorials by Icelandic celebrity BjÖrk, who feels Iceland should develop other, more environmentally sound businesses based on its unique natural and cultural heritage.
So what does this have to do with e-mail?
Having conducted most of our trip research by e-mail and on the Web, I got to see how the tourism business is conducted in Iceland -- and I think the travel industry is leaving money on the table.
Here are some examples of what I mean -- and they can be translated to many other B2B (define) driven enterprises, such as conferences, business hotels, car rental companies, airlines and restaurants:
In the same vein, I recently attended a huge conference in my field that I benefited from immensely, yet I was never asked for a customer review, never received an advance alumni discount to book next year's event, or offered a book on one of the event's most well-attended topics.
In today's difficult global economy, it's time to take a fresh look at your customer's experiences -- and explore places where you may be leaving money on the table.
How are you achieving new revenue streams with e-mail? Contact Karen and share your successes.
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Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.
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