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29/04/2008

The business benefits for implementing email marketing

 
There are many benefits derived from implementing email marketing, some more obvious than others. Let’s take a look at a few…
 
Customer acquisition
Capturing the email address of a visitor to your site gives you a second chance to persuade them to return to your site. In an e-commerce context online retailers lose many consumers that abandon purchases at checkouts, for example – and unless you have their address, they will be lost.
 
Customer loyalty
Acquiring new customers is more expensive than retaining your existing ones. Email is a great way to inform your customers about new offers and products – something you can’t do in detail except when they are visiting your website – as well as to cross-sell and up-sell. All of that helps you increase the lifetime value of your customers and reduce churn. Use email to build relationships with your customers.

Brand awareness and credibility
Entertaining and informative campaigns can help you build relationships by engaging with your customers more effectively. Through email marketing, there is also an opportunity to exploit rich media to engage more effectively with customers.

Customer intelligence
Email marketing is highly measurable and each campaign gives you the chance to analyse customer feedback to see which offers and products individual customers are interested in. This information can then be used to tailor subsequent emails, making them more targeted and relevant to the customer, resulting in higher open and clickthrough rates.

Manage your database
Email marketing is also a good chance to develop and update your in-house customer database. Expired or incorrect email addresses will show up in the post transmission statistics as a bounced email and these can then be removed from the database. Analysing the open and clickthrough statistics also allows you to segment and profile your customer database.

Fat Media have a team of experienced email marketers who can assist you with all aspects of email marketing.  Call us on 01524 590430 or email us using the link below to discuss your email marketing requirements.