Email marketing appears to be the most effective tool in your workshop. It is so efficient and easy that many marketers put it on autopilot. They create a fill in the blank sale template.
Customer Relationships
The problem with declaring that "the customer is always right", is that it includes everyone who purchases from you at any time and some that might just be thinking about buying. But what happens when a customer returns everything they've purchased after wearing them for six months? Or, when another one demands payment in the form of a discount or free merchandise for a perceived slight? Are those customers right?
How well does all of the talk about delivering on the promise convert into real customer experiences? It sounds wonderful in corporate meetings and contributes to great PR, but what happens when customers walk through the door?
Every season brings natural disasters in different areas of the country. These catastrophes have an effect on sales and product delivery. They are also an excellent opportunity to strengthen your relationship with your customers. Once everything has dried out and some order has been established, connect with your customers in the storm path.
We have the technical ability to personalize every email and direct mail piece that we send. Using it to send targeted promotions is smart marketing, but it isn't personal.
Sometimes I call the sending of email campaigns "blasts". One such comment I made annoyed a fellow blogger. He said that email campaigns should be targeted and not "blasts". I responded by chuckling.
