Cultivating Customers - The Impact of Email Marketing
The days of gimmicks and hard sales pushes are coming to an end. Instead, customers want to hear from brands they know and trust, which is why a customer cultivation strategy can make all the difference.
Using cultivation as part of a larger marketing approach can help companies build long-term relationships with their customers, which results in more repeat business and referrals. This approach involves being in service to your customers by educating them about relevant technologies and opportunities and supporting their business programs and goals.
Cultivation can also help businesses grow through word-of-mouth recommendations, by placing the business in a position of thought leadership and establishing the brand as an expert.
For example, a company that sells high-end technology might host webinars for its clients or provide an annual white paper. This helps establish the brand as an authority in its field, which leads to more repeat business and referrals.
One way to cultivate customers is to use email marketing. This type of marketing is considered the best channel for converting customers, according to the Email Marketing Institute.
The reason is that it allows for more personalized content. It also enables marketers to measure the impact of their campaigns. The use of email marketing also allows for more data to be collected, which can help determine how frequently the company should communicate with its audience.
However, despite the advantages of email marketing, it is crucial to keep in mind that not every subscriber will respond well to a frequent communication schedule.
To avoid losing subscribers, it is important to poll your audience on how often they would like to receive emails from the company. It is also important to adhere to consumer data privacy regulations, such as GDPR and CCPA, when it comes to sending out emails.
In addition to boosting online sales, email marketing can also influence purchases offline. Many retailers, such as Volkswagen and Starbucks, offer their email subscribers exclusive deals that can be redeemed in stores or at restaurants. This helps to encourage loyalty, and it makes the customer feel like they are getting special treatment from the company.
Another advantage of email marketing is that it provides the opportunity to connect with consumers at multiple points in their journey with the brand. This can be through a blog, social media, or an interactive website.
For example, a Frequently Asked Questions (FAQ) section on the company website can help address common issues or concerns that might arise.
Cultivating your customers can take time and effort, but it can be worth the investment in the long run. Whether you are using IVAs, human agents or a combination of both, a customer-centric culture is essential to success.
By providing a level of customer support that exceeds expectations, your business can reap the rewards of a loyal following and thriving revenue.
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Beth Maina is a business risk assessment expert and an experienced project manager. She is very passionate on business and money matters focusing on online money-making ideas. At first, she was only interested in making some extra money online as an alternative source of income.
However, with increased involvement, struggles and deeper learning, making money online has increasingly become a source of great inspiration and she has discovered a digital world where online fortunes are a reality.
Being very strong willed, she has set-aside time on daily basis to give life to various online business opportunities and to nurture them. The digital age fortunes are a real world!
Beth Maina
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