Email isn’t just a cost-effective, high-ROI tool to reach new customers. It
has become a brand tool that can create and sustain customer relationships
at different levels. While competition keeps heating up to reach inboxes,
the need to respect customers’ individual needs has become equally
important.
These six rules, successfully tested with thousands of businesses, can help
you improve your customer relationships through email.
Use Newsletters to Communicate Regularly with Customers
Make them relevant, valuable, timely and tailored to your customers’ needs
Design your emails so they are easy to read and provide information clearly
Know the type of device on which your emails are received and design
accordingly
Send on a regular schedule so messages are expected
Keep subject lines short; less than 50 characters is ideal
Use a consistent ‘from’ address; customers open email messages they are
expecting to receive
Give Options and Set Expectations
Kick off the relationship with a welcome letter where you can set terms and
expectations
Look to provide customers only information they need or would like to
receive
Find out when and how frequently they would like to receive it
Tell them how frequently they’ll hear from you and stick to your promise
Segment lists to best match your customers’ needs
Make Your Emails Work for Your Customers
Know your audience
Make your customers’ lives easier with valuable information and reminders
Keep customer motivation as your main focus
Keep it Personal with Triggered Communications
Send date-based triggers to remind customers of action needed to continue
providing uninterrupted service.
Recommend products or information that might meet their needs
Recognize milestone dates, such as birthdays, anniversaries, or thank them
for time as your customer
Interact
Whenever possible, encourage your customers to interact with you. Ask for
their opinions; offer surveys or polls
Listen to feedback--and use it
Make Sure They Still Want to Hear From You
Maintain good list hygiene: remove hard bounces or registered complaints
If a customer hasn’t opened an email in a certain amount of time, send them
an email asking if they would like to continue receiving your communications
No matter what, always remove and respect unsubscribe requests
Dan Forootan
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