Email Marketing News
Emails 'are not just for marketing'
Monday, 13 October 2008Email marketing executives would do well to remember that messages are not just for promotional purposes, one expert has said.
Writing on the Email Insider blog, Loren McDonald of Silverpop said that it is important for businesses to use email for communication as well as marketing reasons.
She explained that this can be important for organisations impacted by economic or other troubles that may be of concern to customers.
Emails should be used to offer important updates, remind customers to undertake important actions such as renew a subscription, retain customers by offering as much information as possible on the usefulness of the company's services and encourage feedback, Ms McDonald said.
"Using email to communicate with your customers - not just promote your latest free shipping offer - is a vital use of the channel in both good and not-so-good times," she stated.
Earlier this year, Richard Gibson of the Direct Marketing Association claimed that while email marketing is one of the most effective promotional channels, it is also the least exploited by businesses.