Right data 'improves ability of firms to bond with email marketing'

Growing businesses can forge a stronger bond with clients through email marketing, according to an expert.

Tink Taylor, client services director at dotMailer, also claimed that capturing data from consumers gives firms the best chance to both contact them and improve the relevance of their messages.

He went on to explain in a column for the Internet Advertising Bureau that companies should acquire an email address from a consumer even if they have already done business with them.

"Retailers need to start seeing the buying process as a cyclical progression," he wrote.

"A sale should be seen as the beginning of the relationship between brand and customer, not the end, but without acquiring their email address from the start the relationship is dead in the water."

iPost recently announced the launch of its new Not Just Another Marketing Blog website, which will provide tips to firms that regularly use email promotions.


[businessstrata]