Marketing Prose: Articles that give insight into issues facing businesses today.

Effective E-mail Marketing Strengthens Customer Relationships

Permission and value are key to effective e-mail marketing. A customer who opts in to an e-mail list expects to receive something valuable in return.

Fostering valuable e-mail dialogues elevates your company above those who randomly blast one-way communications to clutter up their targets’ inboxes.

Used well, e-mail can be one of the most effective means of generating product awareness and building customer relationships.

E-mail can be used to:

  • Cross-sell/up-sell products and services
  • Perform customer care functions, such as billing and payment, confirmations, and thank-you messages
  • Advertise sales, such as holiday-driven promotions, close-out sales, and sales incentives (i.e., 50% off)
  • Promote loyalty programs by offering discounts and incentives
  • Distribute newsletters

Used poorly, however, e-mail can annoy and alienate customers to the point they will never do business with you again. By May 2003, more than half the e-mails received by U.S. businesses were unsolicited. The time we spend deleting or defeating spam costs an estimated $8.9 billion a year in lost productivity.

Permission and value are key to effective e-mail marketing. A customer who opts in to an e-mail list expects to receive something valuable in return. When you deliver relevant content or sales offers, the customer develops a more positive relationship with your company. Fail to meet customer expectations, and they will delete your messages unread and perhaps even opt out of future mailings.

Sending marketing e-mail is like making a personal sales call. Listen. Ask questions. Offer a solution. If you dominate the conversation with your agenda, waste prospects’ time, or neglect to ask questions about their needs, your calls will never be answered again.

Successful e-mail campaigns include several elements:

  • Content. Deliver useful and timely information. Be brief.
  • Interactivity. It’s not a dialogue unless your customers can talk back. Include vehicles for replies, feedback, surveys, and questionnaires to capture responses and information.
  • Convenience. Deliver messages at the most convenient time, in the preferred format, and at the preferred frequency. Don’t assume you know — ask!
  • Customization. Address customers by name. Talk to customers on a one-to-one level by tailoring content to their individual preferences.
  • Customer control. Give customers as much control as possible over frequency and content.

Fostering valuable e-mail dialogues elevates your company above those who randomly blast one-way communications to clutter up their targets’ inboxes. With an interactive campaign, your messages are more likely to reach your targets, and your response and conversion rates will improve.

5 Responses to “Effective E-mail Marketing Strengthens Customer Relationships”

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  2. Mia Finello says:

    Great post.Really looking forward to read more.

  3. Federico Stavrides says:

    Really appreciate you sharing this blog post.Really looking forward to read more. Much obliged.

  4. Greetings Im wanting to know if I may use this article on one of my blogs if I link back to you? Thanks

  5. admin says:

    You are welcome to use our blog information provided there is due credit and a link. Thanks!

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