Email - today's preferred business communication tool - provides you a simple,
powerful, affordable way to develop, manage and maintain relationships as well as
sell products and services. Let's briefly examine how permission-based email marketing
positively affects:
* Brand Awareness
* Market Intelligence
* Web Traffic
* Prospect Leads
* Loyalty
Build Brand Awareness. Email builds brand awareness by promoting the name, the
look, feel and image of your company. Users now prefer HTML email to text email.
HTML email gives you the ability to include logos and other corporate images to
reinforce your existing brand.
Increase Market Intelligence. Permission-based email allows you easily to survey
your current customer base to solicit feedback on your website, customer service,
products and services. With this baseline survey in hand, you can gauge how attitudes
and awareness are changing over time. And with the capabilities of professional
email programs, you can segment the results to see differences between established
and more recent customers. Results such as these help you tweak and tune marketing
and public relations efforts.
Drive Website Traffic. Your website can be one of your primary tools for customer
acquisition and retention. People must visit the site in order for you to capture
them as clients or up-sell them on other services. Email marketing programs can
bring new visitors to the site and established customers back again.
Generate Leads. An email newsletter containing worthwhile content, or a promotional
offer with a high-perceived value can be used as incentives to convince prospects
to provide their email addresses. Once you have their addresses, you can initiate
dialogue that results in acquiring and retaining the right kinds of customers. Profitable
customers.
Build Loyalty. In our opinion, building loyalty is the most important feature
of an email program. Permission-based communication allows you to build customer
loyalty, and customer loyalty kicks off a series of positive events including:
* market share increases because acquisition costs are amortized, allowing you
to realize the lifetime value of a customer
* Some studies show that it costs six times more to acquire a customer as to
retain one
* The Harvard Business Review reports that cutting customer defections by just
five percent can result in profitability increases of as much as 35 percent
* sustainable growth continues because you have a solid base of customers who
will refer others
* attract better employees who in turn deliver better value to customers
You no longer have a good reason for not using permission-based email marketing
to unleash the power of customer relationships.
