How To Use Email To Build Customer Relationships

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The single most important marketing strategy you can use to maximize all of your other marketing is to communicate on a regular basis with your customers. You need to do that in order to maintain strong and positive relationships with your customers.People are bombarded with more information today than at any time in history. The moment a customer has transacted business with you, their minds immediately go to other concern, issue, or problem, and your product or service is gone from their conscious thinking.Your challenge and biggest opportunity, if you’re going to retain your customers, is to keep your customers constatnly connected to you. Keep them constantly thinking about how valuable you are, and how much they appreciate and benefit from your products or services.The more contact and communication you have with a customer, the stronger and richer the relaitonship will become. Keeipng in constant communication with your customers won’t work if you don’t do it strategically.
Strategic means ongoing and purposeful communication that serves the customer.The Information Age is all about communication and one the most effective ways to build relationships with your customers is through email.
Email is not hard and anoyne can do it.
Unlike many other marketing tools it doesn’t take any technical or artistic skills to execute a good eamil marketing campaign.Email is one of the least costly marketing tools you have at your disposal.
With email you can really nurture relationships over the long haul. Consider all tohse prospects that slip away just cause it’s not cost effective to keep engaging them. Lead management is one of the best uses for email.Email also can be customized instantly so that you’re sending the message you want to a specific customer at the right time.
In addition, email is interactive, providing you with specific feedback regarding how your prospect or customer feels about your message.
It also gives the prospect or customer the ability to respond insatntly to your message as well.Before you start up an email marketing program it’s important to remember that you're doing it to establish better customer relationships. Every time you think about sending an email to a prospect or a customer, ask yourself, “Does that do anything to build a relationship, or is it just a general advertising message?

"Communicating with a customer and telling him or her how great your product or service is, doesn’t do the customer any good. Communicating with the customer and finding out how well your product or service is performing, offering him or her advice that will help him or her get longer and better use out of our product or service, is a great benefit to him or her.Your message should always be personailzed. Whether your message is a print ad, dircet mail letter, or a television or radio ad, in order to be effective, it must speak to one person at a time. If you want to build a relationship with a customer, keep it personal and make sure emails come from an individual, and not the company they represent.You don’t have to limit your emails to building relationships with just prospects and custoemrs. Use it to develop relationships with colleagues, persons in other departments, and your employees. Email persons who do what you do, who sell the product or service you sell, but in makrets where you don’t compete. Share with them, and find out what they’re doing and where they’re finding avenues of success.Relevance is perhaps the most important key to buliding customer relationships.

Alwyas think about who you're sending an email to and what you're sending them. Is it relevant to each and every person on your list? If not, segment the list and send your messgae only to those prospects or customers who will view it as valuable.The average business person receives about 50 emails per day, and has the time to maybe answer 10 of them. What happens when you send someone an email that isn’t relevant?

They don’t answer your message, and just delete it. They often won’t even pay attention to your emails anymore and you’ve wasted your opportunity to establish a good relationship.If you're sending out mass emails, only send them to persons who have specifically requested to hear from you via email, and if a prospect or customer requests you to remove him or her from your distribution list you're bound by the CAN-SPAM Act to do so immmediately.Email is an important part of your marketing that you sohuld use.
If you aren’t using it yet, start!