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Email Marketing and Managing Customer Expectations
Managing customer relationships is crucial in getting the most out of email marketing. By doing so you will revolutionize the way you do business.

It is all well and good that you’ve discovered how much time, money, and man hours you save by using email marketing for your business. But are you really taking full advantage of the product? Are you using it to its full potential to maximize how much it can earn for you? One of the ways to maximize the way you use your email marketing product is to manage your clients’ expectations in terms of how they receive communications from you. In one way, it is necessary to condition your clients to receive as much information as possible from you.

This is the new trend and for good reason. It’s an easy transition that will save you even more in paper and print costs, and save you time; computer generated information is much easier to produce. For instance, if invoices stop being printed and sent via snail mail, imagine how much time, energy and money you will be saving by sending that invoice out as an attachment via email. The same goes for quotes, purchase orders, proposals, etc.

But how does this effect email marketing? By conditioning your customers to receive email as preferred method of communication, then they are far more likely to pay attention to your newsletters and promotions when you are sending them out. The more they are paying attention, the more your brand increases in their mind, and the more likely they are to continue to purchase from you.

The newsletter and promotion methods work great once your customer are expecting to receive email information from you. The newsletter informs the customer about general goings on in your company: awards, events, future launches, community outreach etc. This provides the customer with tangible information giving your company a face and soul; making it relatable to the experiences of the people you are sending to. Therefore, your brand is immediately increased in the customer’s consciousness.

Once you’ve sent out the newsletters, the promotion (something that will entice the customer to purchase again) has a more profound effect. You are no longer faceless, you’ve developed a relationship. The promotion is part of that relationship, just another part of the communication expectation you’ve previously established. It isn’t JUST a sales pitch anymore, as it has been supported by information and a personal touch.

Managing your customer’s expectations will bear fruit in the form of more sales. By setting up your business so that most or all communication is expressed in the form of email, you will achieve greater results from your newsletters and promotions sent out from your email marketing solution. Use email marketing to help you develop a profitable relationship with your customers!

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