Building Better Relationships with Email Customers

Ronn Torossian on Building Better Relationships with Email Customers

Email is a marketing strategy that’s all about building stronger relationships with your target audience. While some companies look at email as nothing but a way to confirm an order, or follow up on a purchase, the truth is that this marketing medium is one of the best ways for any organisation to nurture the relationships they rely on with their customers.

Of course, like any marketing strategy, it’s important to remember that email is not a silver bullet. If your emails aren’t effective right now, this could be because you aren’t doing the right things to inspire and support your customers.

Stop Treating your Customers Like Numbers

One of the biggest mistakes that companies make in email marketing is that they treat their consumers like nameless faces, instead of the individuals that they are. Today, your target audience doesn’t want to be seen as just another dollar sign — they want you to recognize that they’re a human being with individual needs and preferences.

The good news is that all companies need to do to overcome this issue and strengthen the relationships they have with their prospects, is invest in a little personalization. Rather than sending the same emails to everyone on your list, use the feedback you get, and the information you glean from your user personas, to segment your email list.

The more you can divide customers in your campaign based on their likes and dislikes, the more you can begin to craft the messages that make your clients feel as though you’re effectively reading their minds.

Adapt the Sales Funnel for the Customer Journey

In the marketing world today, the customer journey is becoming increasingly important for every shape and size of business. As the marketplace grows more saturated, the only way for organisations to really differentiate themselves from their competitors, is to give their customers an experience that they won’t forget.

Mapping out your customer journey can help you to do this. To get the best results, you’ll need to chart the various touch points that you encounter when you’re trying to reach out to your target audience. For instance, do your customers find you on your website, then join your mailing list, and follow up by visiting you on social media? If so, you can link all these points together in your email campaign by linking people back to your website and including social sharing buttons in your content.

Always Optimize and Improve

Ultimately, you should be constantly testing and optimizing your email campaigns to make sure that you’re getting the best possible results from each message you send. A/B testing campaigns are a great way to get started, and most of the time, you’ll be able to perform these tests using nothing but your mailing list provider.

Simply harvest the detailed statistics that you need to know about your target audience to get started and begin to refine your future messages and campaigns based on the preferences that you know your customers have. The more you test, the more data you’ll gather, and the better your campaigns will become.

Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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