When we talk about email marketing programs, we’re generally talking about email newsletters, product announcements, weekly coupons, etc. - the marketing side of email marketing. What we often overlook are all the other types of email communications that make up an email marketing program, broadly defined. In other words, how does your email marketing cross over into other areas of your communications?

Think about the email messages that are sent in response to a new customer subscription, or confirming a transaction, or responding to a customer service request or complaint, just to name a few. These email communications, in fact, are all a part of your email marketing program and as such they should be given as much care and attention as you give to your weekly e-newsletter. Because, everything that comes from your company represents the company, and every communication you share with your customers is a chance to deepen your relationship, solidify your brand, and further your company’s appeal.

So, what is it that you should be doing in these email messages that perhaps you’re not? Of course they are appropriately branded, with your company logo and color scheme. They provide thorough and correct content, whatever type of email it is. What else? Do they provide any important links that might be helpful? For example, links that you’d surely include in an email marketing message, but perhaps didn’t think to include in a transactional email message. How about product info? A transactional message is a fantastic way to cross-promote other products. Believe it or not, even a simple welcome email can establish a tone with your customers. Is it whimsical, like your Web site and your company’s attitude? Or corporate, like the serious, established enterprise your customers have come to trust?

The point is that your email marketing program does not exist in a vacuum. It is a part of your overall communications with your customers, and any communication - particularly email - is an opportunity for you to market your products or services, brand yourself, and make your customers care. The very best marketers know that the more integrated, the more cohesive, the more thought-out your marketing and communication program is, the more likely it is to be both successful for your company and a positive experience for your customers.

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