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E-Mail Done Right
E-Newsletter as CRM
Opportunities for customer relationship email are many (promotions, order confirmations, newsflashes, etc.). E-newsletters are not only good CRM, but can also be a marketing opportunity. The best are filled with useful, timely information relevant to the audience and quickly digested. Imbed an ad for your product or service in the midst of all that great content and you inform and advertise at the same time.
Newsletters have other advantages. If the news makes a particularly impact, the recipient may forward the newsletter to others, garnering additional ad exposure. Some are even printed and saved, which guarantees lasting impact.
The best way to think of a newsletter is as a conversation. You (the company) have been invited into someone's inbox. The consumer wants to have this dialogue. In the course of that communication, you'll toss in some marketing, but that's part of the implied contract. The key is to do it gently and in a way that keeps people coming back. After all, the "unsubscribe" button is just a click away. And so is the ad.
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