Understanding Your Customers Balances Your Email Marketing Campaign
Your e-mail marketing campaign might consist of several elements. You may have a weekly or monthly newsletter and additional news flashes for new specials or events. E-mail marketing can be perceived as intrusive if not dealt with correctly as people are becoming more intolerant with spam.
The frequency of your e-mails will depend on your company and how often you have interesting news that you might want to share by means of an e-mail. A food production company might only have genuine news every quarter with updates on the production or new packaging developments with a new high level appointment warranting an additional e-mail.
In contrast a theatre might want to send out a weekly newsletter, sharing new performances with clients and giving feedback or reviews on current productions. Once you have established how often you are likely to have sufficient news for a newsletter it is also important to take you clients into consideration.
What does your clients want?
Try to imagine not only what you would like to tell your client, but also what your client would want to hear from you. It is important that the e-mail is of value to them. If there has been any frustration due to something being out of stock, use this as a platform to announce progress being made to solve the problem.
Consider your customers’ position, do you sell stationary or management training courses. The professional level of the people receiving your newsletter must be taken into account when writing the content, make sure that the news is relevant to the receiver.
