E-mail marketing gives businesses an easy, cost effective way to stay in touch with current and prospective customers – and while you need to keep certain rules in mind, as you mention in your article “Opting in to best practice with e-mail data” (November/December, p37), it doesn’t have to be scary. Whether your e-mail recipients are ready to buy today or not, staying in front of them with relevant, compelling content is really important, as it ensures they think of you when they are ready to buy.
There are, of course, clear “rules of engagement”, and your article hits on many points to bear in mind when using e-mail marketing. A few of note: you must get permission, you must allow recipients to easily opt out, and you must deliver on your promise when it comes to content. Finally, you need relevant content. Deliver on your promise with compelling, relevant content and you’ll have happy recipients who aren’t tempted to click the “spam” button. Better yet, they should soon become loyal customers.
E-mail marketing, when done well, is a great way to keep your business or organisation top of mind in between customer visits, and will help you build your business. What better reason can you have for investing in a best practice e-mail approach.
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