|Making Email Feedback Stick|
|Five steps to stop wasting this valuable resource by filing and forgetting.|
"Your feedback is important to us. While we do not have the resources to respond to all your emails, rest assured that we do read every single message."
Does that sound familiar? If you have a Web site, you probably receive lots of feedback and comments via email. And chances are you live by the statement above. You read every message, and file it to some archive folder. I do that, too.
At least we know what our users are thinking, right? That must be enough. It is not.
A Valuable Resource
While you should not believe everything users tell you about the usability of your Web site, feedback from users is still one of your most valuable resources.
Visitors to your Web site or customers will mail for all kinds of reasons. They have problems. They are looking for something but cannot find it easily on your site. They have suggestions. They have comments. And they have great ideas.
There is a valuable idea in every email I get from you in response to this site or the About Email newsletter. Certainly the emails you get are equally insightful, annoying, surprising, insisting, and creative.
Five Steps to Stickiness
Just reading and filing is a waste of this resource. Instead, you should put it to work. It should put you to work these steps:
Of course you do not employ these steps only once or one after the other, but they should become a routine. Summarizing is probably the essential -- and most difficult -- part of the strategy. If you manage to get this done well, it will help you with all the other steps.