Centro de Documentacion de Fundación MAPFRE - Best and worst of email interaction design, 2009 : Forrester applies its email interaction review methodology to 16 major firms

MAP20090104846

Best and worst of email interaction design, 2009 : Forrester applies its email interaction review methodology to 16 major firms / by Adele Sage... [et al.]. — Cambridge : Forrester Research, 2009

(For Customer experience professionals)

Sumario: Forrester applied its Email Interaction Review to the email interactions of 16 firms: four each of the largest auto insurers, discount retailers, footwear manufacturers, and online travel agencies. Only one of the 15 companies that actually responded to our emails passed the evaluation: Nike. As a group, footwear manufacturers outperformed other industries, while discount retailers fell to the bottom of the list. We also found a number of best practices, such as Orbitz's in-context link to the privacy policy, Target's proactive explanation of potentially confusing terms, and Expedia's clear instructions for how to respond. To improve email interactions, firms should evaluate their own email experiences

1. Correo electrónico . 2. Canales de distribución . 3. Servicio al cliente . 4. Márketing de la empresa de seguros . I. Sage, Adele . II. Forrester . III. For Customer experience professionals . IV. Título.