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Engaging Customers with Email Marketing
Keeping your email newsletter recipients interested in your communications is key to maintaining customer relationships and getting quality results. Once your email lands in their inbox, how can you ensure it will be opened and read?
Many email marketers tend to focus on the issue of deliverability – making sure your emails reach the inboxes of your intended audience. But what happens once it gets there? If you’re not delivering a quality publication with information your customers really want to read, they will click away, delete the email, or worse still : unsubscribe.
In short, by engaging your email recipients with strong content you will be building a firm relationship – and they will keep them coming back for more. Deliver something that reflects the expectations of your subscribers and you guarantee more likelihood of success. When planning your next email campaign, consider asking yourself what your subscribers might expect to receive rather than what you want them to receive.
Sound advice for any email marketer is to set realistic expectations at the point your site visitors subscribe to your newsletter, letting them know exactly what to expect and decreasing the chances of unsubscription. In some cases, it may be worth segmenting your contact list and tailor-making newsletters to suit specific groups based on their preferences and areas of interest. This targeted approach will be far more effective than blasting out emails to an entire database and hoping that some will stick.
Remember it’s far better to send out fewer emails to customers that look forward to receiving them – because they are interested and engaged.
www.liaiseonline.co.uk
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