How Netflix Uses E-mail to Communicates With Customers
The Bronto e-mail marketing blog has written a 2-part review review of how Netflix uses e-mail to communicate with customers: Netflix Gets Email - Part I & Part II).
I recently had a chance to hear Kelly Murtha, the Director of Relationship Management at Netflix, speak at the Email Evolution Conference in San Diego. As a new Netflix user I was interested to hear more about the email program that I had been just introduced to, and Kelly provided insight into what they're doing to really leverage the email channel.Now, their emails aren't the most visually appealing things out there, but they are functional and effective. I don't want to get into too many low level details, they get a lot of that right. Consistent and appropriate from names, good subject lines, and attention to images-off rendering - it's all good, but I want to talk more about the strategy they have.
As a subscriber, how would you rate Netflix's use of e-mail? What could they do to improve communications with you?
They could improve communications by sending out newsletters that I am subscribed to on their website. I'd actually like to receive them, but they're too lazy to send any out. I don't get it. It would make me a happier customer.
Posted by:MCWHAMMER | March 04, 2008 at 08:56 PM
I give NF's use of e-mail about the same as BB: somewhere at the bottom of the satisfaction scale.
But then, I'm not sure I really want a lot of useless e-mail, unless it directly affects my account. Everything else is either going to be hype or a sales pitch.
Posted by:Old Timer Too | March 05, 2008 at 08:02 PM
i have yet to see where i can contact netflix via email anywhere on they're website ...
Posted by:NETFLIX MOVIE BURNER | March 06, 2008 at 03:42 AM
I think some lame, dumb ass executive removed the contact Netflix by email. You must pickup the phone and wait for 15-30 minutes until you can speak with one of the 5,000 customer care employees.
Posted by:Edward R Murrow | March 06, 2008 at 02:28 PM
It's a few months old, but this article indicates that Netflix doesn't have nearly 5,000 customer care employees.
http://consumerist.com/consumer/video-wars/the-ace-up-netflixs-sleeve-excellent-customer-service-291033.php
Posted by:Garblesnorf | March 06, 2008 at 11:52 PM
http://consumerist.com/consumer/video-wars/the-ace-up-netflixs-sleeve-excellent-customer-service-291033.php
Posted by:Garblesnorf | March 06, 2008 at 11:53 PM
Hey look, it's another oddly over-negative post by Mr. Ed!
Posted by:superfunhappy | March 08, 2008 at 11:16 PM