Email Marketing Leads the Pack
Debbi BresslerWith the economy putting increased pressure on business profits, developing and maintaining a loyal customer base is more important than ever. And one of the best ways to keep customers happy is by adopting customer engagement campaigns.
The third annual Online Customer Engagement Report from cScape reported that more than half of the companies surveyed (51%) say they are giving more importance to customer engagement activities.
The survey showed that these companies felt email marketing was the best way to engage their customer and 59% of the respondents planned to increase their spending on email marketing. While some investment would go to blogging and social networking, the greatest investment was planned for email marketing. One of the reasons given was because the metrics for email marketing are in place and provide companies with reliable ROI information.
Engaged customers provide a needed foundation for businesses because they’re generally less sensitive to price, and buy more often than customers who are not engaged. They are also more likely to recommend your products and services to others, as well as be more willing to provide feedback through surveys or other feedback mechanisms.
Think your business isn’t the type to engage your customers? You’ll be glad to know that the ability to develop a rabid fan base exists for most businesses. Whether you are a B to C or B to B business, a pain-free dentist or the latest boutique in town, your email marketing program can fuel your efforts to involve your customers even more.
