The Engaged Customer

Review

The New Rules of Internet Direct Marketing

Hans Peter Brondmo

Email marketing is being touted as the most effective way to market that has yet to come down the pike and The Engaged Customer is your guide to utilizing email for your own business.

Communicating by email can be accomplished in a number of ways, all more timely and less expensive than other forms of communication. A business may incorporate one or more of the following programs into an email marketing campaign:

Community building
Reward programs
Newsletters
Alerts
Up-sell and cross-sell
Reminder or suggestion service
Win-back programs
Sales communication
Point-of-sale support
Customer service and support

The Engaged Customer shows you how to design your email marketing programs in such a way that your customers will expect to hear from you with regularity. Your customers become a community, with your business as the common factor, rather than being separate entities. Email allows your business to become closer to your customers by storing customers' data, maintaining regular contact, answering questions and providing support without the usual wait for regular business hours.

If you are going to have a website for your business, you must implement and use email to market to your customers. Customers expect you to be available 24/7 online, so the most cost effective way to do that is to have an active email response system in place.

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