Direct Line Blog

This Is How CX Is Done in Email

Share this article:
Will the real Shannon please stand up?
Will the real Shannon please stand up?

Ah, personalized email. Even basic personalization like using a customer's name in the greeting can help maintain engagement. Woe to the marketer who gets it wrong.

Unfortunately, however, mistakes do happen. Whether it's human error or a technical glitch, it behooves marketers to act, and fast, to resolve the error. And when your business is marketing or customer experience, there's even more pressure to save face.

Customer Experience Professionals Association (CXPA) did just that, excellently, and with humor. Following on the heels of its 2014 Insight Exchange, the association sent an email requesting feedback on the event from attendees (as it would, of course). However, instead of the emails being addressed to the individuals who attended, everyone received an email addressed to “Shannon.”

Within just a few hours, CXPA sent a clever follow up with the subject line, “You're Not Shannon...” and a witty apology that included the actual recipient's name, and a call to action that involved Shannon. Plus, the association got the real Shannon to take a photo with a note about the conference to include in the message.

Now that's what I call a full and speedy recovery.

Before (subject line, "We Want Your Feedback | CXPA's 2014 Insight Exchange"):

After (subject line, "You're Not Shannon..."):

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

This Summer Vacation, Drift Into the Polar Vortex

This Summer Vacation, Drift Into the Polar Vortex

The demon that brought you the killer winter is back, but this time around the vortex will be a builder of revenues, not snowdrifts.

When it Comes to Storytelling, Tyson Is No Chicken

When it Comes to Storytelling, Tyson Is No ...

The poultry processor launches a 360-degree campaign to generate awareness for a new product.

This Company Doesn't Collect Data. Here's Why.

This Company Doesn't Collect Data. Here's Why.

Stock image site 99cimages has a new vision for e-commerce—and it doesn't include a username and password.