There was a recent article in a consumer magazine on the performance of big multinationals which sell online. Certain differences were highlighted.  They included, but was not specific to, email marketing. It might seem, as you have just a few thousand subscribers, they have nothing to fear from you, and you have nothing to learn from them. You are probably wrong on both counts.

You’ve no doubt seen the figures that the likes of Amazon have published regarding their increase in sales figures so far this year, courtesy in the main of the various lockdowns. Perhaps you have enjoyed an increase as well. What is remarkable in the report is that a few of these companies have been able to maintain high levels of service with regards to complaints and questions, despite the equally remarkable increase in customers.

Some companies, it seems, have got their businesses in order. This has given rise to high levels of satisfaction with many of the customers of some of the biggest companies out there. Some have suffered, but apparently from self-inflicted wounds. The company that has, very publicly, automated many of its processes would, one might think, have had the highest scores in many of the factors, but again, you would be wrong.

It is probable that your email marketing company is unlikely to be able to compete on volume of sales, but that’s not the only aspect you could concentrate on to ensure you limit customer churn, and increase returns. Do what you do well, but a bit better.

Service to customers, particularly in dealing with complaints, is seen as a bit of a downer by many consumers. It includes me. Fail to deal expeditiously with a valid complaint and I won’t return, not even if you are one of the two biggest in the country for online sales. On the other hand, I was not in the least surprised as which company came out top. I am on their email marketing list, not an honour I award lightly.

Compete with the big ones at a level you can. Good service beats a few pence cheaper every time.