ZDNET.com recently featured an article on the success of American Express’s OPEN Division . Some of the key excerpts included Jason Rudman, director of strategy and marketing for American Express OPEN who said
“Small business owners are successful by building individual relationships – for example, with customers, prospects, vendors – based on an innate ability to talk to everyone, to get to know people. You might say this is “social IQ” and that many entrepreneurs possess this in droves. You see it frequently when a small business owner engages their customers or reaches out to new ones through a very personal style of marketing. Social media as we know it today is just an extension of this in the digital universe.”
The web is undoubtedly the most useful tool to engage your customers and have an instant feedback on the success of your message. When having an e-commerce site, one of the most effective ways to engage your customers and drive sales are through dedicated email blasts. Our clients open-rate on emails have ranged between 20% – 80% . Some things to consider when sending an email blast is:
- Determine the overall goal of your email.
- Engage the user through a link, coupon code, or reply to measure the success of your message.
- Schedule the email – when’s the best time you would want to receive it?
- Make sure the email looks good.
The more you build these individual relationships and get to know your customers, the better message you can deliver; the better results you will end up having.
