Sometimes, a big shock causes us to change behavior.
In the days after September 11, many e-commerce brands instituted a Red Cross landing page, asking for donations. Brands suspended commerce in favor of a greater cause. E-mail marketing campaigns advertised Red Cross donation opportunities.
Funny, you don't read a single thing from the e-commerce and e-mail best practice community about Red Cross landing pages, or about giving, do you? And you didn't read anything about it prior to September 11, 2001 --- you would have been considered a moron to suggest anything so odd as the diversion of potential e-commerce sales to the concept of giving --- that's like encouraging shopping cart abandonment!
It took a few folks with a unique combination of sensitivity and horse sense to understand that e-commerce would not be compromised and doing good could be promoted, given the circumstances of September 11. Then the masses followed, and for a brief moment in time, you had a new best practice.
There are a lot of things that were surreal about that day. I drove to work at 6:30am and found that my local radio station was simulcasting radio from NYC, that was odd. I couldn't get into any media websites from work that day. We had employees who were stranded in NYC. Military ships patrolled Puget Sound. Co-workers missed meetings, crying, worried about loved ones who were in New York, or who were currently on an airplane. We let employees leave the office at about 1:00pm.
It was just as surreal to see e-commerce suspended in favor of a new best practice called "giving", followed by the anthrax scare. Then it was the holiday season, and we stepped back into the world of e-commerce, trying to protect annual profits, reverting back to what we used to do.
For a brief moment in time, e-commerce changed, best practices changed. I think everybody in America changed after that day. In some ways, it is a shame that the changes in e-commerce were not permanent.
In football, pro teams liberally borrow from colleges, and colleges happily borrow from high schools. Read this article for details (clic...
Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...