Why should you do email marketing?

A well-executed email programme helps to move suspects and prospects through the relationship cycle but it is also a fantastic tool for cross selling, upselling and creating loyalty. Your email programme should give added value to your subscribers.

One of the best things about email is its flexibility, its ability to integrate with your other channels and sit at the centre of your prospect and customer relationships.

Another great advantage is its ability to allow you to tailor your communications to the recipient whether through dynamic content, targeted communications or personalisation.

Finally as a relatively cost effective marketing channel, don’t disregard the subliminal impact even unopened emails have on your overall marketing effectiveness. Even those that don’t open an email still register it and often engage with the brand via another channel – this is known as the “nudge effect.