Trust 'key to email marketing'

Building customers' trust is a key strategy to successful email marketing, according to one expert.

Writing for Examiner.com, promotions expert David Hale stated that building a good relationship with the customer is vital as "reputation is everything".

He said this can be achieved in part by making email marketing communications targeted and relevant, to avoid irritating customers.

The expert added that happy customers are likely to tell friends and family about a service and boost a company's profile by word of mouth, while it is easier to attract a return customer than a new one.

"Word of mouth and recommendations alone can rake in more business than expensive advertisement," he explained.

"Like in any sales environment, a person is more likely to purchase an item from someone they know, like and trust. In the internet marketing world, this is done with sporadic, but constant email contact."

According to the recent Email Marketing Metrics Report by MailerMailer, email marketing messages delivered to small and medium-sized contacts lists have a better chance of being opened than those sent to over 1,000 subscribers as they are better targeted.


[globalgold.co.uk]