Web Wise: Inbox Overload is a Factor in the Success of Your Customer Messages

The 2007 “E-mail Usability Report” (third edition) from Neilson Norman Group published an interesting fact: Users spend on average 51 seconds scanning an e-mail newsletter when opening it. The study’s participants used an eyetracker that recorded where users were looking on Web sites as they subscribed or unsubscribed to information.

“The 51 seconds is extraordinarily valuable in forming a relationship with a customer,” says Jakob Nielsen, one of the study’s authors. “In the field study, watching people at their offices, it was more clear than ever that processing e-mail is a somewhat stressful scenario. People scan the inbox list in quite a brutal manner. If they don’t think it’s worthwhile or spam, they delete it. If they open it, they spend a small amount of time on it.”

Obviously, your customers want to hear from you when their vehicles are in for service. But if they aren’t expecting a message from you, how can you entice them to open your e-mail newsletter or message when they probably have other things to do? The study’s authors recommend keeping the content short, designing the layout so it is easily scanned and sending it on a regular schedule.

The study also found that people are using multiple e-mail accounts now and will carefully select which address you will receive based on how likely they perceive they will be spammed. Everyone wants the primary e-mail address, of course. Your job is to ensure your customers are comfortable with handing over that precious information.

Do you have a privacy policy in place that explains what you will do with their personal information? Do you inform customers that you want their e-mail address not only to provide updates on their car repairs, but to also send them exclusive customer specials or newsletters? Do your e-mail communications have clear and easy instructions to unsubscribe? Consumers want to know how, where and when their personal information will be used. Honest disclosure goes a long way with them.

The bottom line: Let your customers know how valuable they are to you by providing content they will find useful and sending it in a manner you’ve outlined with them up front. Nothing builds loyalty better than doing what you say you will do.

Do you have a question about ASA’s online features? Send it to me at angiek@ASAshop.org. Perhaps your question will appear in a future column!

ASA Web Ways: Visit the ASA Online Store

Have you checked out the ASA Online Store recently? ASA now offers members discounted Team AVI training products, as well as blank and customized warranties for collision and mechanical repair shops, ASA-branded clothing and reference materials. In addition, visit www.ASAstore.com during the month of June to take advantage of the 10 percent members’ discount on all consumer-related topic brochures.