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The Constant Contact Guide to Email Marketing by Eric Groves

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The Benefits of Ongoing Feedback

In the movie What Women Want, the main character, played by Mel Gibson, learns the distinct benefit of having real-time feedback by reading the minds of the women he’s interacting with. While this represents an extreme form of feedback, it’s clear that the more you know about what the person on the other end of the relationship is thinking, the greater the likelihood that you are going to be able to deliver what he or she is looking for.
While it’s unlikely you have the ability to read the minds of your customers, the next best thing is asking for and receiving feedback from them. In the next sections, I highlight the benefits you and your business can receive by asking for the gift of feedback from your readers.

FEEDBACK GIVES YOU A COMPETITIVE ADVANTAGE

Gathering feedback from your customers during the various stages of relationship development provides you with greater awareness of their needs and puts you in the best position to deliver the right solution at the right time. Gathering regular feedback is a best practice for any email marketing strategy; however, its importance is amplified in situations of uncertainty and change.
Feedback is your ability to keep your finger on the pulse of your customer relationships. If you are collecting it regularly, you will be able to get an early sense for changing trends and then will be able to monitor their development. This insight enables you to reposition, repackage, and redirect your business ...

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