In the course of business, marketing its products or services is imperative to the success of every enterprise. The process of marketing however does not end with customer acquisition but extends to customer retention and beyond. Retaining customers is the aspect of the process where contact becomes necessary. In other words, it is important that a contact strategy be designed and properly executed for the marketing process to have a consistently positive outcome. A contact strategy basically deals with the utilization of data compiled regarding customer purchases, customer preferences and interests as well as promotion patterns to determine how often and in what order customers will be contacted. The data also helps to properly customize the company’s offers and how those offers are positioned and presented to the customer.
It is not sufficient to design a contact strategy, it must be very effective and in order for it to be so, the following characteristics need to be present.
i. Encompass customer needs, products as well as channels skills and capabilities
ii. Effectively addresses the interests of the company and the customer
iii. Recognizes the difference and uses of different channels
iv. Recognizes the extent of relationship for different customers and accommodates that fact within the strategy. (more…)
Email marketing is a subset of internet marketing and is actually used as one of the avenues through which marketing messages are disseminated online. The overall objective of email marketing is to deliver your marketing massages to your target audience, prospects as well as customers and thus drive traffic to your site as well as increase your business. Email marketing is a process that can be done by the marketer but then it is best automated. The need for automation is a direct result of the explosion in the volume of eCommerce on the internet and the attendant difficulty in coping with correspondence with customers, prospects and members of the target audience. Many firms have risen to the occasion and are providing great resources to meet that need. In order to effectively provide this service, these resources have some outstanding qualities such as:
i. Ease of Use: The user interface for an email marketing resource has to be user friendly and not resemble the cockpit of a space shuttle. The ease of navigation is a plus that makes the work of an internet marketer easier.
ii. Email Campaign Creation: It is also important that an email marketing resource provide HTML design and editing features. This is to help with the design of aspects of the campaign.
iii. Feature Set: Provision of a number of features that internet marketers will find useful in developing contact lists, create emails as well as examine results.
iv. Reports: Evaluation of the email marketing campaign is critical to the success of the program and this will be done by using reports. This feature is very important in any email marketing resource.
v. Support Services: Live support service and assistance as follow up to signing up for the resource is important for the internet marketer.
The following are five great email marketing resources: