Effective E-Mail Marketing – An Integral Part Of Customer Retention
To many of the people who regularly receive spam, e-mail marketing might be something they completely detest. However, the reality is, an effective and well thought-out strategy of e-mail marketing may not only entice the customers, it may become an excellent tool for retaining old customers as well. Indeed, it may prove much better and effective than advertising in the magazines that are available only on the Literature Stands. Let’s see how it helps retain your existing customers.
Let’s assume that your business formulates several promotional campaigns targeted at various customer segments. However, due to lack of a mechanism for wisely selecting the most targeted customers, you might not send e-mails to everyone fearing that you might spam their mailboxes and this might impose a reputational risk. Instead of e-mails, you then choose print-based ads or online ads that reach everyone, not just the targeted customers. This, in turn, increases the cost of marketing as the number of customers who receive that increases multiple times but the conversion rate reduces.
With a good outbound marketing system, you can place various criteria and filters to obtain the lists of customers you want to target. For example, let’s consider that you run a ticket selling company for flights and one of the major airlines in your country is offering cheaper tickets to a certain holiday destination for the bookings made over next two weekends. In such a case, you would like to target the customers who meet the following criteria:
1. People who have traveled with your tickets in last one year
2. People who made bookings for holiday purpose, not business purposes
3. People who have traveled on weekends or on Friday
List of customers obtained after applying these filters would be much more targeted and won’t cause your marketing e-mails to spam their mailboxes. Also, targeted offers are likely to make more customers show their interest which might lead to a better conversion rates as well.
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