Yahoo!'s Email Marketing Approach

Sue Coakley discusses how Yahoo! does email marketing:



Yahoo!'s 3R's of Contact Strategy

• Build on the Relationship
  • Why did the customer start the relationship? - Did they buy for a specific need or because of a discount?
  • Continue to fulfill that value
  • Surprise and delight users - Thank customers
  • Give your email social legs
• Keep it Relevant
  • What do you know about the customer? - Demographics - Interests - Response behavior
  • Never assume what you don't know - This can alienate
  • Listen - Evaluate all feedback, both postive and negative
• Respect Preferences
  • Honor preferences
  • Do all you can to retain customer
  • Think about frequency
  • Avoid permission creep
  • Consider your message in the larger context

Watch the Video on YouTube