email Marketing

Retain your customers

Email marketing and good customer care are nearly synonimous, as you build your client database regular mail shots which keep your customers informed of your latest services and offers are a great way to keep their custom and get repeat business.

Research by Harvard Business School has shown that reducing customer defections can improve your bottom line by 25-80% as it costs five times as much to attract a new customer as it does to retain an existing one.

There is however a distinct difference between a well run e-mail marketing campaign and the spam most of us find in our in boxes from time to time, it is important to build up a relationship with those targetted by your campaign over time, so that when the time is right for them to buy they can just click on a link contained within the email and be transported to the relevant page on your site.

When targetting existing customers you have the distinct advantage of knowing which of your products or services they are interested in, it is therefore possible to categorise customers and create a targetted campaign for each group.

Good use of this strategy is made by the web giants E-Bay and Amazon, which send regular mail shots targetted to your previous purchases and even items you have viewed but not purchased.