(Strategy) Relationship email grows in scope
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A thoughtful article by Justin Shimoon on the subject of brand management and relationship marketing in the context of email.
He uses an understanding of how customers view different kinds of email to argue that the key touchpoints in the email and brand relationship are those involving transactional and customer service emails.
In other words, it's time to start applying relationship marketing concepts and tactics to those outgoing emails not traditionally thought of as relevant to marketing.
This fits in nicely with the advice espoused by the likes of David Baker and Jeanniey Mullen, who recommend a more holistic approach to your email marketing.
He uses an understanding of how customers view different kinds of email to argue that the key touchpoints in the email and brand relationship are those involving transactional and customer service emails.
In other words, it's time to start applying relationship marketing concepts and tactics to those outgoing emails not traditionally thought of as relevant to marketing.
This fits in nicely with the advice espoused by the likes of David Baker and Jeanniey Mullen, who recommend a more holistic approach to your email marketing.
[This post brought to you by Campaigner Email Marketing]
Permalink | March 29, 2006 | 0 comment(s) - add yours!
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Permalink | March 29, 2006 | 0 comment(s) - add yours!
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