It used to be that one-way email communication was “the strategy”. But now consumers are expecting more from email communication. As an email recipient I know I do. Every time I get an email from a retailer I sing to myself “tell me something good”.

Do you remember the first time the little online bookstore used your historical data to create a suggestion for you? Wasn’t it creepy? These days it's even more advanced! With this level of detailed segmentation at the fingertips of marketers, consumers are more likely to respond to messaging that is focused and personal. For example, if a person’s interest is in drama, why not send them an email focused on books about drama? More often than not, it will increase interest and positive reactions.

So while acquiring permission to send email to your subscribers, be sure to collect relevant information on your opt-in form (see below). You can then build upon these demographic fields or attributes as you increase interaction with your members. To entice them, remember to give your subscribers a reason for subscribing, like a white paper download, a promo code for a discount on their next purchase, or a downloadable, highly-sought-after piece of literature.

Above all, know Your “A” list! Your “A” list of customers is composed of your most frequent readers and purchasers. Treat them like your special club members and send them compelling offers to keep them coming back for more.These members are also more likely to promote your product by word of mouth, ultimately helping to grow your list. And with the help of a good analytics tool you can determine who your most frequent buyers and visitors are and reward your early adopters and loyal consumers by sending them relevant incentives based on past purchase behavior and demographic data. Over time you’ll be able to leverage the channel and turn it into greater profit for your business.

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About The Author

Christine Cheas is a strategic account manager at Lyris and consults with clients on integrated marketing campaigns.

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