The Email that Plays an Important Role in Customer Experience Without It Being Opened

When it comes to sending emails to existing and prospective clients, clicks and engagement are the subjects of most discussions. And it makes sense. But what if an email can play an important role in the customers’ experiences without even being opened? It’s a bit counter-intuitive, I know. But here’s an example of such an email. A bit of background information Soon after my wife and I moved to the USA, we subscribed to Hello Fresh, a meal kit delivery service, and we’ve been using happily for about three years now. Meal-kit services such as Hello Fresh send the ingredients and recipes for three (or more) meals every week. The Meal-kit comes in a box delivered by mail. For us it has several

Save Something Good for the End in Order to Sell Again in the Future: The Peak-End Rule in Service D

Axiom: All Experiences End Physical products have various life durations ranging from a few minutes (e.g. food) to thousands of years (e.g. buildings). Physical goods can outlive their owners (hence, there is the institution of inheritance). However, services and experiences end rather quickly relative to the clients’ life expectancy. All experiences end. After an experience ends, it transforms into a memory. The lay (naïve?) view on human memory is that people record facts and feelings in a similar way a video-camera records images and sounds. Years of research in psychology teach us that human memory is not only selective (i.e. we forget), but also reconstructive. Simply put, when we remem

The Widening Trap of Clumsy Writing and Sloppy Thinking in Applied Behavioral Science

I came across a twit from Dan Ariely sharing a post from the blog of the Center for Advanced Hindsight: “A Surprising Way to Protect Yourself from This Year’s Nasty Flu” In my view, unfortunately, the article resembles more quasi-tabloid style journalism than rigorous popularization of science. Screen capture source The post’s main theme is that hugging (yes, hugging) can help protect against the flu. The author mentions a study in which it was found a negative correlation between hugging behavior and developing negative symptoms after being infected with a virus. The more hugs a person reported to have given, the less likely she was to become infected and develop severe symptoms. Obviously,

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