eMail Marketing – It takes time to build customer relationships

They used to say it takes something like 7.3 impacts to make an impression with an ad, and that was long before the Internet. I believe today it’s approaching 20 imprints to make an impression. So if you aren’t touching your clients in some way at least once a month, chances are they’re going to find somebody else to do business with.

Successful email marketing starts with a foundation and uses the email to drip the story, to have it gradually unfold. That foundation requires an entrance strategy to greet new prospects and set up expectations for the relationship.

After the customer has registered for future emails, downloaded your whitepaper, or entered your sweepstakes, there often is nothing to enhance that relationship. Companies need to think about what should happen next.

Research shows the first three emails are the most critical. There should be an introductory message in which customers accept an invitation and give permission for future communications, followed by a second that sets up customers’ expectations by explaining future benefits (discounts, coupons, or high-value informational newsletters). The third should begin to deliver on their expectations by sending the promised newsletter, whitepaper, or discount offering.

TouchStone MarketPoint! Successful marketing should start with a sound strategy for building a customer relationship. It does not have to be complex to be effective, just consistent.