It's the relationship that counts

Wendy Roth makes the point that nurturing email relationships needs the same kind of work and attention that any long-term relationship demands.

Her article explains why the relationship or the recipient's opinion of your ongoing email communications is so vital in the modern email marketing environment. One where recipients have the power to impact your sender reputation and thus deliverability.

She also describes a three-email communication strategy you should use outside your normal email sendouts to ensure that this relationship is cemented as quickly as possible and never allowed to decay through lack of attention.

More on welcome messages and strategy | Tags: email marketing, relationship marketing, welcome messages

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