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Using email marketing to build remote relationships with customers

It’s no secret that customers like to be valued. Building a relationship with customers from the very beginning is an essential part of establishing your reputation and maintaining a positive brand image.

The trouble is that even on a local scale, it can be costly for businesses to maintain a physical relationship with their customers. Print marketing is not only costly but can be damaging to the environmental credentials of a firm. All up-to-date market research points to email marketing as one of the most effective marketing tools – here’s why.

The online realm is huge – and still growing

It doesn’t matter what size a business is, the room for success within a marketing campaign is hugely dependent upon the number of people which can be reached. This is where the internet truly outplays any of its competitors – scale. Nowhere else is it possible to reach such a large number of people with such ease.

With over 3 billion new email accounts created last year alone, it’s not hard to see the potential.

It’s affordable

In times gone by, the power of a marketing campaign was limited by wealth. The biggest companies were able to get bigger as they could afford the largest campaigns, while smaller firms struggled to compete. The internet is changing all that.

Email marketing is affordable, which accounts for the colossal return seen on the investment. It’s predicted that every £1 spend on email marketing this year will return more than £24 to the investor.

Customers like the personal aspect

Employing email marketing allows you to target your content to particular consumers. It’s not shocking that people prefer to engage with marketing content which they feel is directed towards them and email marketing does just that.

When you reach out with email marketing, it’s usually because the recipient has invited it in some way. If a customer shows an interest in a brand, it’s wise for the company to recognise and build upon the opportunity to build a lasting relationship.

It’s no hassle

There’s a reason that nearly three quarters of us prefer to receive commercial communication through email. One of the main contributing factors at work here is the convenience. Recipients are able to deal with the marketing in their own time and in their own way, feeling more in control than with other methods of marketing.

A recent infographic by Itineris highlights these points and is shown below:

This was posted in Bdaily's Members' News section by Peter Rivers .