I already wrote a blog about online relationships with your customer. This blog will illustrate one way of maintaining the relationship with your customer, by using e-mail marketing.
What is e-mail marketing?
E-mail marketing is sending e-mail newsletters to your customers. Companies can inform their customers about the latest news, tell them about special sales actions and try to sell more products. Customers can sign in for this newsletter and can make their own choice which newsletter they will receive.
Personalized marketing
According to the results of the National E-mail marketing Research 2010 (Nationaal E-mailmarketing Onderzoek 2010) only 55% send personalized e-mails to their customers. Every day we receive a lot of brochures about clothes, shoes and other products. Trough this overload we do not read all these brochures. Wouldn’t it be much better if we could receive personal offers? By using e-mail for promoting we could specify the offers for the consumers. Personalized e-mails are the keyword.
Personal and personal
Before I continue I have to explain that there are two different meanings of personalized in the marketing world. First of all, personalized can mean that you add the name of your customer to your newsletter: ‘Hi Piet! We have a nice offer for you’. The other meaning of ‘personalized’ is categorizing your customers on different characteristics. Differentiate for example between new and old customers, but more categorizations can be made. Therefore, the newsletter will be personal and relevant. Someone who has bought a laptop a few weeks ago will not receive another offer for a laptop and old customers can receive extra sales.
More personal communication, special offers which are relevant for you for at a low-cost price. Furthermore, you can measure the effect of e-mail newsletters. Did people open the e-mail and clicked in the e-mail to go to the website? All of this can be registered and the communication can be more specific and effective.
You will ask yourself, why is there 45% who does not use personalized newsletters? Personal newsletters can be a privacy matter. It is possible customers do not want to receive special offers, because they do not want the company to store data of them. Therefore, customers have to sign in themselves for a newsletter. Furthermore, I like to receive a paper brochure of the offers of Albert Heijn. Some things never change…
More information on: http://www.frankwatching.com/archive/2010/05/04/onderzoek-e-mailmarketing-in-retail-kan-veel-persoonlijker/
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