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For marketers, utilizing email is one of the best ways to reach prospective customers and nurture existing relationships. But in a world where email vendors and technology are improving almost daily, it’s easy to lose sight of the customer and their needs. I present the following four rules to help you keep your customers happy and engaged through email, and to help position you as a partner in their success and not just an unwanted spammer:
Email communications often do not generate excitement or activity overnight. It is important to maintain a regular schedule of emails to your audience. As they continue to receive your messages, your readers will begin to expect them and trust that the content is worth reading. Using a sales and marketing automation tool such as Microsoft CRM can have tremendous benefits when you are planning these regular communications.
Understanding your audience is the first step in reaching your audience. Do some research to see what topics or themes are hot with their industry or job function, and develop content around these areas. Segment your lists so a specific audience gets their specific message.
The more relevant your communications are to the reader, the more valuable they will perceive them. One of the biggest hurdles we must overcome as marketers is conveying the value we can add to the customer’s business. Show them that you understand their business and their challenges, and they will begin to engage with you.
Whenever possible, make your emails interactive so you can fully connect with your audience. Offer them surveys on hot topics in their industry. Take a poll using pertinent questions for someone in their role. If you include blog entries in your emails that link back to your site, make sure there is a “comments” area available for them to share their thoughts. Listen to any feedback you get…it can be incredibly helpful in the design and execution of future email campaigns.
For both companies and individuals, one of the most important qualities is the ability to listen. If a customer makes an unsubscribe request, respect it and remove them from your list. Period. Ignoring these types of requests will only lead to unhappy customers and potential headaches down the road. Microsoft CRM allows you to quickly and easily designate contacts for opt-in or opt-out lists, letting you dedicate more time to your core tasks. Keep your lists as clean as possible by acknowledging hard bounces and complaints, and taking the proper action. If they ask you to add a colleague to the email list, do so promptly so the request does not fall through the cracks.
Customers are the lifeblood of any company. It is crucial to maintain a regular dialogue to understand their business, find out what challenges they are facing and keep your organization top of mind with your latest product and service offerings. Email marketing is one of your most effective tools in improving and maintaining customer satisfaction. Be diligent in your execution and you will see the results you desire.
Posted by Don Carnevale on Tue - Jul 13, 2010 at 10:27 am EDT
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