How to Build Customer Relationships Using Email Marketing

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Your relationship with your customers or clients is build trust and communication, like any relationship. Creating a successful business is done by nurturing and building these relationships. Email marketing can help you get there, but only if you’re doing it correctly. Usually a newsletter is not perceived as a marketing ploy. It is viewed more as a means of communication and news publication. Newsletters communicate trust, not a blatant advertisement. By being the source of quality content, you further build trust. This sets you apart from the marketing efforts of pushing a sale.

Email is effective because it’s permission-based. The people on your email list have signed up get get message from you. They have bought in. Add to this the prevalence of smartphones and tablets, they’re always listening. In fact, email is the number-one activity for people on their phones. Keep in mind, when people read email on a mobile device they do it quickly. That means your emails must be powerful enough to grab attention.

Here are five ways you can use email marketing to build customer relationships:

  1. Be Consistent

To stay connected, send them a regular newsletter. If you say you’ll send a weekly newsletter, make sure you deliver it weekly. If and when they have a problem that your business can solve, you will be top of mind.

  1. Meet Customer Needs and Lessen their Pains

Having a relationship with your customers means you know who they are on a personal level.  It starts with gaining an understanding of who your customers are, what their needs are, what struggles they experience, and what success looks like for them. Send your customers highly relevant content that satisfies their needs and interests and solves their pains. The more you know about your customers, the better equipped you’ll be to provide them with the content they’re looking for.

  1. Be Clear and Direct

Being clear and direct in your emails to your customers only strengthens your relationship. When they sign up to receive emails from you, tell them exactly what they can expect to receive from you. Tell them what their benefit is to signing up for your email. What’s in it for them? When you send emails, make sure you tell subscribers what you want them to do with a clear call to action.

  1. Reward you Email Subscribers

Another great way to strengthen customer relationships is to ensure that your customers know you value them. Who doesn’t love to feel important and appreciated? By rewarding your customers with exclusive content, information, discounts, etc., you deepen the relationship you have with them.

  1. Be Authentic

Customers appreciate authenticity from businesses. It builds trust, and they’ll stick with you if you are real with them. Make sure your emails convey an authentic and real approach. You will start to see how much this can strengthen the relationship you have with your customers.

 

Note: As many of you know, CASL, Canada’s Anti-Spam Legislation, came into effect July 1st, 2014. All email addresses you send to must be permission-based, meaning the subscribers specifically opted-in to receive your communications. CASL allows for what they call “implied consent,” where you have a business relationship that would require contact. For example, customers, clients, donors, supporters, volunteers or members of an organization from within the past two years. They also allow you to mail to addresses that are published on websites, as long as there’s nothing saying not to send email. Make sure to read all the rules before sending your first email campaign.

Do you use email marketing for your business? What tips can you share that has worked for you?

 

As published in the June 2015 issue of Smiths Falls HomeTown News

 

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