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What are your tips for building a strong relationship with your email marketing efforts?
How can you build a strong relationship with your customers and subscribers with your email marketing efforts?
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2 Answers
A strong relationshop can be built through a customer/subscriber 'journey' not thinking of one single email or a campaign but almost a lifetime of email marketing messages. Especially with customers a company should pay attention to their development: and aid to that development with email marketing campaigns.
Be it sharing general knowledge about their area of expertise, product tips and development but also giving direct examples about product applications their customers might not have (yet) thought of. There's so much to share beyond the regular newsletter stuff.
The same holds true for subscribers: if you want to keep them, make it worthwhile for them to stay on. Ask them what they want, give them what they want and surprise them from time to time.
Yes, it will be a lot of work, but it will also be rewarding. More contact moments/points mean being more top of mind with the customer / subscriber, knowing about their needs and wants -and- building a great relationship along the way.
No customer or subscriber is the same: the same should count for your email marketing efforts. Diversify, segment, make several types of messages.
By far the most powerful way to use marketing to build strong customer relationships is to DIFFERENTIATE your company/product/services from all the other guys. Standing out as unique, special, one of a kind is the best way to be not only remembered but respected and valued — the one they go to when they're ready to buy.
Very few marketers (or their agencies!) seem to know how to do differentiation marketing especially in B2B — which makes it all the more powerful at distinguishing you if you do it right.
Al Shultz
http://www.alshultz.com
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