Use email marketing 'to establish a relationship with consumers'

Growing businesses should use email marketing to get to know their customers better, it has been claimed.

David Fowler, vice president of email marketing strategy at Alterian, claimed that firms should not presume they know what consumers want and instead ask them for details via the platform.

In a column for DMNews.com, he added that companies may benefit from re-establishing their links with subscribers on a regular basis in order to ensure they are receiving information they want.

"Communicate with them in the way they prefer, and not the other way around," he explained.

"Again, if your customers set their preferences from inception, you'll have crystal clear indicators of how they want you to interact."

Recent research by e-Dialog found that 63 per cent of people feel email marketing is the channel most likely to inspire them to make an impulse purchase via the web.


[businessstrata]