12 Relationship Building Email Marketing Best Practices

12 Relationship Building Email Marketing Best Practices

Email marketing has a lot of benefits: you can communicate directly with your target audience, you can personalize them, and you can build long-term relationships with your customers. But this type of marketing is delicate and requires a lot of planning and strategizing.

Fortunately, here’s a great best practice guide to get you started. You’ll still want to do thorough market research to identify your ideal buyer persona and craft your content accordingly, but overall, you’ll have a smoother journey — and better results — if you follow this roadmap.

But first, let’s talk about why you want to build good relationships with your customers in the first place. It is about more than just common sense.

Why building relationships with clients is important

Once upon a time, people made a purchase and continued on their merry ways. You got what you wanted, and the seller made a profit, so what’s not to like? The problem with this approach is that it is ineffective. Yes, it sells you, but then what? Will this person come again the next time they need something? Would you have to be the proverbial hamster in a hurry to get more people to your door? Let’s break this down, shall we?

Improves customer experience

There are several stages in the buyer’s journey. While someone may have just realized they need a solution to a pain point, others are researching their options, while a third group has their wallet on hand and ready to buy. All of these steps require different approaches to meet their needs. And the only way to find out what those needs are is to build a relationship with them.

You can do this by collecting data as it travels through your website. Are they first time visitors? What pages do they spend the most time on? Did they fill out any forms requesting additional information? If so, what kind of information are they looking for? Have they made a purchase from you before?

Getting answers to all of these questions helps you improve your customer experience by guiding them along the way by suggesting XYZ readings, resources, products or services.


Boosts customer loyalty

When someone has had a positive experience in your business, they are more likely to return as repeat customers. The same is true if they don’t. In fact, people are willing to pay more for a product in exchange for good customer service. In addition, it is more cost-effective to retain existing customers for businesses than to acquire new ones. So you should deliberately devise ways to make your customers happy.

Creates a source of referrals

How many times have you recommended a business to friends and family after a great experience? Even if you don’t start the conversation, if someone mentions that they need something such business provides, you’ll probably bring it up. This is critical to consider, because word of mouth is the most valuable form of marketing. People trust it more than any ad, and it costs nothing. Also, if a client or client tells you how happy they are with your service, you can shamelessly ask them for referrals.

Provides valuable feedback

When you engage in conversations with clients regularly, they are more likely to open up to their suggestions and constructive feedback.

How to use marketing emails to build customer relationships

OK. So let’s get back to email marketing. How can you use this tool to build customer relationships with capillary wax?

Show your human side

Presenting yourself only as a tagline is impersonal—especially in a day and age when people are accustomed to learning more about the company’s core values ​​and relevance to them. You can show that human side by letting your contacts get to know you. You can share photos of your team, include employee celebrations in newsletters, highlight your company culture, and show how your brand aligns with your customers’ values. Readers will get to know you better when you share the things you have in common.

Send custom contacts

Greet them by name, send them relevant content, and suggest products based on their preferences and previous purchases. You can also send them free resources that you know they will find useful, such as a link to a new e-book, templates, checklists, etc… and the more you care about what they want, the more useful (and valuable to them) it becomes.

Celebrate their accomplishments

As you create relationships with customers, you collect data from the information they enter on website forms. You can also learn about business and personal milestones, depending on the goods or services they offer and the conversations you’ve had with them. Keep track of it all, and send them emails acknowledging the big events.


Ask for feedback

There are several ways to request feedback. You can ask them directly and they can respond to the email, or you can send out customer satisfaction surveys or request a Net Promoter Score (NPS). This lets them know that you appreciate what they have to say. At the end of the day, keeping them happy is not only a good email marketing best practice, it’s also good for business.

Perform actions based on feedback

Comments are only valuable if you are already using them. True, there are people who complain only for the sake of complaining. But if they do have a point, or if you notice a trend of people repeatedly raising the same concerns and suggestions, it’s time to take a closer look at your policies and improve accordingly.

Get to know your audience

Always give your audience what they want. This may be a joke. This could be a conversational tone. It also means providing content in the ways they prefer. Do your readers prefer longer blog posts? Graphs? videos? audio content? Whatever it is, implement it.

12 Best Email Marketing Practices

Now that you better understand the value of creating good customer relationships and how to use email marketing for this purpose, it’s time to give it a try.

1. Divide your contacts

Use CRM software that enables you to segment your contacts based on their categories. Remember how we discussed the buyer’s journey above? This is why this feature comes in handy. If First Time Freddy discovers your website today and subscribes to your blog, the marketing emails you send to him will surely be different than the ones you send to Repeat Customer Rita.

2. Keep your promises

If you announce a product launch on such and such a date, start on that date. If you entice people to join your email list by telling them that you will send them regular valuable content, do so – and do it right away. If your landing page says “We won’t spam you!” For heaven’s sake, don’t send them 432 emails a week with what you think are weird stories.

3. Be yourself

Develop a brand identity – a true identity – and stick to it. Don’t try to be smart by including something you think he’ll enjoy if it doesn’t align with your core values ​​and what your company stands for. If your brand voice is funny and disrespectful, use it in your emails. If you have developed a reputation for taking an interest in XYZ, incorporate this into your business practices and marketing materials if appropriate.

4. Get to the point

If you have something to say, say it. Don’t beat around the bush or try to include five different topics in one email. Before launching your email campaign, set a specific goal. Is the goal to get more people to sign up for your webinar? Then craft content around that purpose and get going.


5. Keep it brief

If your clients wanted to read Tolstoy’s novel, they would be sitting in their chairs with Anna Karenina; Don’t browse their inbox to get a marketing email from you. Remember that you want to provide value. So add useful content, relate it back to your work, include a good call to action, and tackle your day.

6. Saving value

OK. Here’s that advice again. It is worth repeating because it is necessary. One of the main reasons for launching an email marketing campaign is to nurture your leads. Ask yourself if the content you create will be useful to the reader. Whether it’s a checklist, a template, an article, or a demonstration of a product feature, your North Star should always be to make things easy for them. Being customer centric always wins the game.

7. Don’t try to sell something in every email

Yes, you are in the selling business, and you definitely want to sell as much as possible. But that doesn’t mean you have to pay for the purchase with every connection. This is where effective lead nurturing comes in. And yes, while all the examples in point number six can fall into this category as well, you can also send messages specific to a specific recipient – such as birthday, anniversary, and any telecom celebration. You can also submit information regarding industry news, community events, and holidays.

8. Be consistent

Out of sight, out of mind. If you’ve had an inbound marketing campaign, you know consistency is key. This also applies to marketing emails. Depending on your industry, once a week or twice a month may be sufficient. However, the best practice is to include an option to update your subscription preferences at the bottom of each email. This way, you give your contacts control over how much content you want to receive while still being subscribed to your emails.

9. Do not disturb your audience

Any messages sent in bulk run the risk of being considered spam. Therefore, there are certain practices that you want to follow to avoid falling into this category. This includes: using a reputable email service provider (ESP), sending marketing emails only to people who have given you explicit permission to do so, and avoiding annoying words in subject lines, such as “Buy now!” “Earn extra money…”, “As seen in…”, using all caps or excessive exclamation marks.

10. Make it easy for your audience to contact you

Have a real person answer your emails. You can ensure that no communication falls through the loopholes by using customer service software that collects all messages (from emails, website forms, social media) and keeps them in one central place. Avoid using “do not reply” emails, and include your contact information in every communication.


11. Be honest and transparent

If you get it wrong, own it. If an order is going to take longer than expected, if a well-known team member accepts a new job offer, if your business processes are changing in a way that affects customers, or hey, even if you get it wrong in some way, be transparent about it. It keeps readers informed and boosts confidence.

12. Make it easy to unsubscribe

This is not only to honor the wishes of readers. It is also the law. The CAN-SPAM Act is a federal regulation that requires companies to provide the option to opt-out of all of their marketing communications. Penalties are steep, too – $43,792 per email that doesn’t include it.

Email marketing is one of the best ways to stay ahead of your target audience’s interests. But always remember to give them the same value as you.

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