How to use email to promote and enhance your business

June 17, 2010 - PRLog -- As opposed to using ‘snail mail’ email offers businessmen an easy way to send documents in a digital format, cutting out postage costs and the wait for delivery whilst also being the more environmentally friendly option. However, along with being a simple communication tool email can be utilised in a wide variety of creative ways.

Traditionally newsletters would have been sent through the post or not at all, due to high costs, but it is now far more common for newsletters to be sent via email. Newsletters offer your business an excellent way to keep in touch with existing clients, informing them of new products/services and any company related news. Alternatively, newsletters could be used by industry leaders, groups or experts as a means to share knowledge or information with subscribers.

If a company receives a complaint or enquiry a simple phone call can often do the trick in alleviating the issue but sometimes using email can be equally as fast. Whenever a contact or enquiry form is completed an automatic email should be sent notifying the sender that it is being dealt with.

There can also be certain times when a phone call may be inappropriate or unnecessary, for example if all that is required is a simple response or the phone call cannot be made outside normal office hours an email may be more appropriate, many people do not appreciate or simply cannot pick up their phone whilst at work but they will be able to access email when is suitable for them.

If something happens which inconveniences your customers for example, a mail strike, website malfunction or service disruption an email is an excellent way of communicating with your customers and extending an apology, if necessary.

Ensure your subscribers are fully aware of any upcoming sales or special offers with a promotional email. Not only does this help to promote your website, product or service but it also encourages customer loyalty and repeat custom. Many online retailers often utilise email to send out emails to invitation only sales exclusive for subscribers or existing customers. By granting your customer the key to an exclusive sale they will feel valued and more likely to spend. Similarly, using email to give customers special previews or the ability to test specific features of the product/service will further enhance the customer relationship.  

Email can be used as an excellent reminder tool; if you have an upcoming sale or if a product is out of stock give the customer the option to have a reminder when said sale begins or the product is back in stock. Again, it is another way of maintaining communication with your customer but more importantly it may prevent a lost sale.

However you choose to implement email into your marketing campaign always ensure that you act within the Data Protection Act and Privacy and Electronic Communications (EC Directive) Regulations which states that you cannot send unsolicited marketing material to a recipient without their prior consent. Email marketing is a cost effective and efficient way of maintaining and developing customer relationships. 360innovate are specialists in the design and delivery of successful  email marketing Glasgow.