Sustaining Great Customer Relationships
Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In 2005, Ryan was named by BusinessWeek as one of the "Top 25 Entrepreneurs Under 25." Ryan is also the author book Zero to One Million: How I Built a Company To $1 Million in Sales and How You Can Too, published by McGraw-Hill. As an email marketing expert, Ryan will provide guidance in his blog posts on how to enhance and improve your online marketing campaigns.
Latest posts by Ryan Allis (see all)
- Creating Email Campaigns to Measure Your Website’s Performance - October 29, 2014
- Email Marketing Review - November 21, 2008
- Segmenting Email Campaigns: What Criteria Should You Use - November 18, 2008
Creating strong relationships with customers through your email marketing campaign is critical for maintaining true customer retention. Getting to know your audience, defining your purpose, and providing incentives to turn prospects into customers will encourage a higher return in investment and overall, a better quality campaign.
As a starting point, you must find what format and style best suits your email campaign. While some customers expect a more conversational tone, others prefer the facts delivered upfront to help in their decision-making process. Pick the appropriate format that best fits your style, purpose and the information you would like to distribute.
To get to know and earn the respect of your customers, you must first allow them to get to know you. Offering help or sharing experiences and success stories, gives customers greater insight as to who you are as an email marketer.
Building on that notion, trust is an important factor for long-term email campaign success. In order to gain trust, think about writing your emails the way you would normally speak and be honest and straightforward. It will take a series of about five to seven email messages in order to gain that solid business to consumer bond of trust.
I will be back soon to share more information on email marketing tips.