Email marketing – building relationships

Over a period of time most business people gather hundreds of contacts, but what do you do with them? If you don’t keep in touch with these leads and past customers you could be missing out on potential business.

In an ideal world you want your customers to remember your fantastic service and recommend you to others or, at least, remember you when they need your kind of help once again. But memories are often short, we have so much going on in our lives and businesses that it’s easy to forget useful information.

So all those good relationships you’ve built with customers and other connections are lost, instead of built upon. This means you lose out on the opportunity to tell them about new products or services that may be exactly what they’re looking for.

For example, a gardener who also starts offering driveway cleaning or gutter clearing services would find it easier to market their new service to existing customers and existing contacts by email.

Email marketing still has a powerful punch with 25% to 30% open rates. Email marketing also helps you to share relevant product or service related information with your clients (and potential clients) from time to time, which can make a significant difference to them – and to your business too. For example, a financial advisor might notify their clients of a government policy change that will have an impact on their customers business or lifestyle and prompt them to take action.

Email marketing serves many purposes such as:

  • Seasonal greetings to build goodwill
  • Newsletters with useful information to help the reader
  • Promotions and special offers

Setting up a simple emailing solution can be either done yourself, using one of the many online email marketing management tools or with support from a digital marketing agency.

Specialist help also offers expertise to do more sophisticated things, like tagging customers, allowing segmentation, targeted emailing and behavioural responses.

The right email solutions can help you to remain in the forefront of customers’ minds, and build valuable long-term relationships that increase your business’s growth.


Vikram Basavaraj is digital marketing specialist at Newgence. Click the logo to find out more:

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