Most companies keep email on a short leash. It is used to promote products and allowed to provide order status updates on a limited basis. Promotional messages almost always include discounted pricing. Transactional updates are limited to order confirmations and shipping information. Emails can do much more than advertise sales and deliver facts. They can supercharge your company’s growth and profitability.
Email provides a low cost way to communicate with customers and prospects. It delivers a positive return every time a promotional message is sent to subscribers. The low cost and guaranteed returned keeps many marketers from moving beyond the status quo. After all, it is working well. Why invest effort in doing more?
Relationship marketing is becoming more critical. The introduction of Gmail’s new inbox is the first step down a slippery slope for companies that do not have strong relationships with their customers. The effectiveness of their email marketing will steadily decline when people have to make an effort to see promotional messages and status updates. Now is the time to update your email marketing so it doesn’t fail to deliver.
Take a good look at your email strategy. If it only includes sale and transactional notifications, simple changes can make tremendous improvements. Here are five ways that you can use email to supercharge your company:
Creating an integrated email strategy that crosses channels and departments isn’t as hard as one might think. It starts with optimizing outgoing messages and then builds on successes until it has evolved into a comprehensive program. For specific tips on how to optimize messages and examples of what other companies are doing, check out 31 Ways to Supercharge Your Email Marketing.