"What circumstances justify sending e-mail these days?" Given inbox clutter and questions surrounding relevancy, this is a fantastic question. While the answer changes a bit based on the line of business and industry you're in, let's consider the top five reasons to send e-mail. Each reason is a pretty safe bet to ensure you're driving relevancy, impact, and results at every stage of a customer's or prospect's engagement with your brand.
The top five reasons to send e-mail:
· Awareness building: This e-mail isn't direct response focus. Instead, it works to aid other forms of media, like online, TV, and print, to help bring the product or service to the top of a prospect's mind. "Hey, maybe I could use another credit card!"
· Consideration: This e-mail works hard to get someone to opt in to future messages. It's very valuable to a company, as it opens the door to direct- and results-driven messaging. Keep it simple and engaging and offer something of value. People who read this e-mail will want to learn more about the different types of flowers you sell for the next special occasion.
· Conversion:This type is the most popular. It drives sales. Make sure this message renders well and actually makes it to the inbox.
· Usage: Woo hoo! A purchase was made! This e-mail has to kick things in to high gear to make sure that the purchase is being used and to drive a positive experience. Sometimes known as transactional messages, this message works hard to reinforce the value of the monetary spend the customer just made and make her feel good she did.
· Loyalty/advocacy: Without our customers, we'd be nothing. And e-mail at this point in a customer's lifecycle is critical. Asking for feedback with surveys and polls and making it simple to share one's love of a product or service with friends makes these messages an invaluable source of future sales and lifetime value.
The top five reasons to send e-mail:
· Awareness building: This e-mail isn't direct response focus. Instead, it works to aid other forms of media, like online, TV, and print, to help bring the product or service to the top of a prospect's mind. "Hey, maybe I could use another credit card!"
· Consideration: This e-mail works hard to get someone to opt in to future messages. It's very valuable to a company, as it opens the door to direct- and results-driven messaging. Keep it simple and engaging and offer something of value. People who read this e-mail will want to learn more about the different types of flowers you sell for the next special occasion.
· Conversion:This type is the most popular. It drives sales. Make sure this message renders well and actually makes it to the inbox.
· Usage: Woo hoo! A purchase was made! This e-mail has to kick things in to high gear to make sure that the purchase is being used and to drive a positive experience. Sometimes known as transactional messages, this message works hard to reinforce the value of the monetary spend the customer just made and make her feel good she did.
· Loyalty/advocacy: Without our customers, we'd be nothing. And e-mail at this point in a customer's lifecycle is critical. Asking for feedback with surveys and polls and making it simple to share one's love of a product or service with friends makes these messages an invaluable source of future sales and lifetime value.
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