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Promoting your products or services by email is a powerful and flexible form of direct marketing. You can communicate your messages quickly and cheaply. You can also tailor your message to specific types of customer more cost-effectively than with paper-based marketing.
Email marketing is more successful if it focuses on people you know are interested in what you’re offering. For example, if you’re running a special offer on computer hardware, it will be more effective if you promote it only to people responsible for buying IT.
You could send high-spending customers an email about your new loyalty discount. Customers who haven’t bought anything from you for six months will be more likely to respond to an update on your products and services, or a special discount to motivate them to make a new purchase. Email marketing may give you valuable contact with new customers, as well as reinforcing your contact with existing ones.
