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Is the goal of your email newsletter to boost customer satisfaction with your company? Do your email subscribers read each issue intently? Are they satisfied with the content? Do they rave, blog, or tweet about it?
In his book, "Habit: The 95% of Behavior Marketers Ignore," Neale Martin says, "Customer satisfaction is essentially meaningless and a waste of time to measure, pursue and achieve." In fact, he says, customer satisfaction explains only about 8 percent of repurchase behavior.
Instead, marketers need to focus on becoming their customers' habit, causing customers to use their products automatically, Martin asserts.