You Spoke, We’re Taking Action: Supporting Your Success

The Knot Worldwide was built on trust, collaboration and a shared passion with wedding professionals for celebrating love. We are proud to support the 900,000+ small businesses around the world on our platform and remain deeply committed to helping vendors thrive. Your businesses are at the heart of ours. When you grow, we grow; when you succeed, we succeed.

What We’re Hearing From You

While wedding professionals continue to excel with us as the go-to platform for engaged couples, vendors have also shared feedback through our various forums—underscoring the opportunity to deliver stronger leads and better matches through The Knot and WeddingWire. We hear you loud and clear and take your feedback seriously. 

Building on the Vendor Ask Me Anything Town Hall I hosted in March, there are a few important things to share about how we’re thinking about raising the bar on our product and the entire vendor experience. We know we have work to do, and it’s our priority to elevate your trust in our partnership.

Here’s What’s Happening…

We understand the frustration you feel when you receive messages that don’t seem to convert into bookings or appear less than ideal. While we have room to improve, The Knot Worldwide team does not send, and has never sent, ‘fake leads’ to vendors or deployed ‘fake couples.’ We want to shed light on some of the main factors contributing to this perception, then we’ll walk through the steps we’re taking to address it.

• Templated messages: Couples interact with our platform at all stages of planning—from having zero items crossed off their to-do list to having practically every detail set in stone—and they tend to reach out to four vendors per category, on average. Some areas of our platform offer pre-written message templates to help couples get started and save time, which can lead to more booking opportunities for you. When couples choose not to edit these messages, they can seem repetitive or lack specifics, which can be misinterpreted as a fake lead.

• Ghosting: If a couple doesn’t respond after their initial message, it’s sometimes perceived as a fake couple. Ghosting happens across many different areas of society—think online dating, job interviews, and doctor appointments. Unfortunately, The Knot and WeddingWire are no exception. That doesn’t make it any less frustrating.

• Spam: And finally, in rare instances, bad actors do abuse our website. While less than 1% of leads on our platform were marked as spam by vendors last year, any level of spam can be disruptive to your business. Although no online marketplace is free of all spam, it’s our priority to stop spam before it arrives in your inbox. 

How We’re Addressing Your Feedback

The bottom line? We are laser-focused on maximizing the value we deliver to you. 

Two months ago, Raina Moskowitz became the new CEO of The Knot Worldwide. Raina’s leadership has brought a renewed focus on customer obsession and product innovation. There is significant momentum underway to raise the bar. Here are a few of the things we’re working on: 

• Reducing ghosting: We recently introduced a persistent reminder in our product, encouraging couples to follow up with vendors. However, we can—and will—do more. That’s why we’re currently testing a product update that encourages couples to provide specific reasons if the vendor is not a good match and share that feedback with you—offering greater insight into unresponsive couples.  
• Blocking spam: We already have third-party and proprietary systems in place to achieve this, and we’re continuing to increase our investment in spam detection and prevention. 
• Introducing tools to help you respond faster and create more opportunities to convert leads into bookings—including enhanced automation that leverages AI.
• Improving our vendor support: We’re enhancing our customer service to make it easier and faster to get support when you need it.
• Launching a brand new iOS app: We already have a team dedicated to the app and they devote time to “bug bashing”—but there’s a more exciting update on the horizon. We plan to roll out a brand-new iOS app in the coming months to help you respond smarter and easier while you’re on the go. 
• Driving increased demand from couples and further boosting visibility of your business by expanding our investment in marketing. 

As the leader of the Vendor Marketing team, I’m all about connection, transparency and working hard to support your business goals. We’ll stay accountable to progress, communicating openly with you, and acting on the valuable feedback and ideas you submit through our new portal.

We thank you for your partnership—and expect another update from us soon. Here’s to the next chapter!

Casey Moujaes
VP, US Vendor Marketing + Global Product Marketing