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Email Builds
Brands
By guest writer
Harry Hoover
Email - today's preferred business communication tool - provides you a
simple, powerful, affordable way to develop, manage and maintain
relationships as well as sell products and services. Let's briefly examine
how permission-based email marketing positively affects:
- Brand Awareness
- Market Intelligence
- Web Traffic
- Prospect Leads
- Loyalty
Build Brand Awareness
Email builds brand awareness by promoting the name, the look, feel and image
of your company. Users now prefer HTML email to text email. HTML email gives
you the ability to include logos and other corporate images to reinforce
your existing brand.
Increase Market Intelligence
Permission-based email allows you easily to survey your current customer
base to solicit feedback on your website, customer service, products and
services. With this baseline survey in hand, you can gauge how attitudes and
awareness are changing over time. And with the capabilities of professional
email programs, you can segment the results to see differences between
established and more recent customers. Results such as these help you tweak
and tune marketing and public relations efforts.
Drive Website Traffic
Your website can be one of your primary tools for customer acquisition and
retention. People must visit the site in order for you to capture them as
clients or up-sell them on other services. Email marketing programs can
bring new visitors to the site and established customers back again.
Generate Leads
An email newsletter containing worthwhile content, or a promotional offer
with a high-perceived value can be used as incentives to convince prospects
to provide their email addresses. Once you have their addresses, you can
initiate dialogue that results in acquiring and retaining the right kinds of
customers. Profitable customers.
Build Loyalty
In our opinion, building loyalty is the most important feature of an email
program. Permission-based communication allows you to build customer
loyalty, and customer loyalty kicks off a series of positive events
including:
- Market share increases because acquisition costs are amortized,
allowing you to realize the lifetime value of a customer.
- Some studies show that it costs six times more to acquire a customer
as to retain one.
- The Harvard Business Review reports that cutting customer defections
by just five percent can result in profitability increases of as much as
35 percent.
- Sustainable growth continues because you have a solid base of
customers who will refer others.
- Attract better employees who in turn deliver better value to
customers.
You no longer have a good reason for not using permission-based email
marketing to unleash the power of customer relationships.
About the Author: Harry Hoover is managing principal of
Hoover ink PR,
http://www.hoover-ink.com. He has 26 years of experience in crafting and
delivering bottom line messages that ensure success for serious businesses
like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina
Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.
Article Source:
http://EzineArticles.com/
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