By Nicholas Beeson, Marketing Associate at Buzzwords Manchester
E-mail has become a part of our everyday communication. It is now one of the most powerful elements of digital marketing, enabling marketers to communicate quickly, efficiently and at low cost. When used correctly and ethically, it is one of the most effective forms of online marketing.
E-mail marketing is like traditional direct mail. It goes without saying that accurate targeting is vital. Digital marketers use CRM to build a database of customers, to build and maintain relationships with consumers through regular e-mails, where they’re offering discounts, vouchers and so on.
CRM is an acronym for “Customer Relationship Management”. It’s a marketing-led approach to building and sustaining long-term business with customers. CRM enables marketers to build a relationship with customers and understand their needs. Customers can be segmented according to their tastes, resulting in e-mail marketing campaigns that are targeted towards customers most likely to respond.
E-mail marketing can also enhance brand loyalty. Regular e-mails that give consumers access to what they want, when and where they want it will clearly keep them interested in the brand.
E-mail communication gives the consumer a sense of being valued which will further enhance brand loyalty. Furthermore, ongoing communication reassures the customer they are using the right brand and helps to develop a relationship between them and the brand. Most importantly, E-mail marketing is low-cost, effective and very efficient.