Build Customer Loyalty Through Email Marketing
| Deepak Gursahaney September 21, 2009 |
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In a challenging economy, how do you engage your customers and ensure that when they are spending money, they are spending it with you? The answer is professional and consistent communication.
In any business, you want to ensure that when your current or potential customers have a project to do that you are top of mind, meaning that when they are thinking about doing business, they are thinking about you.
Consistent communication is the key to keeping yourself top of mind. However, doing so can become very expensive very quickly. Email marketing is a cost efficient way to both maintain and engage your current and potential customer base.
Email marketing is effective because of the following.
- Through the use of an opt-in system, you can ensure that the people who receive your communication want to receive your communication and are therefore more apt to read it.
- By allowing the recipient to click on links, you give them a conversion path at the moment they are engaged
- Because of the low cost, you can communicate more information more often
- You can immediately measure your results. How many people opened the email, how many people clicked on a link, etc.
- You can easily experiment with different text and graphical treatments to different audiences to see which of your messages work best.
Here are some tips to think about when doing an email campaign.
- Identify your message and target audience up-front
- Be consistent with your communication, both in how often you deliver it as well as what you are saying. The time interval does not have to be every day or every week, but needs to be consistent so the recipient doesn’t lose interest.
- Give the recipient something of value. This may be a tip about something that makes their job easier, or it may be information, such as a whitepaper, that they want or need. If the recipient does not believe they are receiving something of value, they may decide to opt-out of your communication.
- Measure the results. What time of day does your target audience tend to respond, do they like the heavier graphic emails or do they prefer more text, etc.
In both challenging as well as good economic times, make sure you are communicating with your customer and staying top of mind. An ideal, cost effective way to do this is with an email/newsletter campaign.
Marketing | Deepak Gursahaney | 
4:01 pm
