Good relationships, with customers — the cornerstones of a successful email marketing strategy!
Good relationships, with customers, technical support staff and ISPs are the cornerstones of a successful email marketing strategy.
David Hughes, director online marketing at Tank Group, said that abiding by best practice guidelines when using email marketing was a key part of building a strong relationship with consumers.
Claiming that brands should aim for “way above the legal minimum standards”, he said that “gaining a consumer’s permission to email, does not mean you can exploit them, customers need to be wooed.”
Lorraine Petit de Mange, European head of CRM, at Opodo discussed the “how much is too much” debate surrounding email marketing.
She said it was key that marketers did not bombard customers with too many emails just because they could, saying that some segments of a database were ripe for regular email communications, while with other segments too many emails would merely serve to alienate consumers from a brand.
Petit de Mange also said that email marketers needed to “recognize the role of the ‘techies’ in the process.
“Techies don’t want creative briefs or value propositions, they want highly detailed specifications to work from,” she said. Indeed, she advised working with a business analyst in order to better bridge the gap between the marketing and technology disciplines.