Email Strategies For You And Your Customers

Email Strategies For You And Your Customers Factsheet 38

Email marketing was the most used digital communication tool in 2020 with 3.9 billion daily users.
When conventional promotions, including facetoface meetings, were no longer permitted digital
promotions stepped in to fill the gap.

Dynamics
The sort of ebulletins we create for customers are usually fully interactive with any number of
clickthrough points; on animated buttons, videos, read more PDFs, email, Website links and so
on. Interactive emails give audiences the chance to directly respond, on the spot via their inbox.

Colourful
Of course, these interactive emails need to be colourful, engaging, succinct and relevant. Get this right and research shows they achieve at least twice as much interest as plain text versions, open rates increase and conversions multiply.

Plain Text
However, plain text emails have their own particular role to play in the continuation of correspondence with customers and should not be ruled out as a means of engagement. Whilst interactive ebulletins are eyecatching to convey news, announcements and sales promotions, plain text email can be used to put across a more onetoone personal exchange with customers and help build longer term connections with audiences. There is evidence to show this helps in developing deeper loyalty to a brand and when done well, fosters a greater connection with the provider, sticking interactive and plain text emails together
to form a longerterm strategy for promoting one brand name above another.

The goal is to make audiences feel that any email they receive is addressed to them only. This can
be achieved using first names, where appropriate, but also talking about issues that matter to
them. This is made easier when addressing a vertical market audience of course.

Strategies
De
veloping an email strategy requires some commitment and planning. It helps automate
proce
dures for sending Welcome emails to new customers; first anniversary emails, renewal
emails,
crossselling emails as well as promotional ones. This is particularly relevant now in
time
s of lockdown as customers want to hear more from their providers. Without being able to
pop
into the office or even phone in some cases, email is helping fill the communication gaps.
Having a formal stra
tegy helps organise campaigns, whether for oneoff customer engagement,
regular and
routine mailings or promotions and announcements.
The
Bureau runs email campaigns for customers using secure IPs and subdomains, guaranteeing
data privacy and cyber security.
Detailed campaign statistics are supplied for every ecampaign. If
you
are still to try out emarketing, we are happy to at least explain the details.

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