Recently, our resident blogger Andy Shore had some generic emails sent to him from Liberty Mutual. Not only did these emails come in response to a disappointing meeting with his company contacts, they also lacked any personalization at all. When he wrote his first blog detailing the incident, he did not expect the situation to improve. Surprisingly, Liberty Mutual contacted Andy in response to the blog and discussed ways they could improve their customer service.
From the blog: "This is such an important lesson. Responding to feedback from customers, both negative and positive, will better your company. Especially in the arena of email marketing. Customers are the ones reading the emails you send, and they must be as tailored to the customer as possible. If you are not willing to respond to criticism, your subscribers will unsubscribe. Show them you value them by listening and making changes if need be."