How to engender brand loyalty and drive sales with Web 2.0

By Reggie Brady

4. DYMO, known for its popular label printers, employs an unusual e-mail technique in soliciting reviews. The e-mail features the headline, “Thumbs up or thumbs down? Tell us what you think.” The body of the message asks customers if they’re satisfied, and there are prominent “yes” and “no” buttons. Those who click yes are brought directly to the product review page. Those who click no are brought to a customer support page where they can find help in using the product and, of course, a link to product reviews.

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Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

E-Mail Applied: Creating Customer Communities