As marketers, we know that it’s easier to retain an existing customer than to find a new one. More than this, current customers offer an important opportunity for upselling, especially when using e-mail as a marketing method. Apart from being one of the most cost-effective techniques to send out marketing messages, e-mail is also an efficient way to ensure an ongoing relationship. That said, for e-mail campaigns to have optimal impact, there are some important tips to bear in mind. First: know your clients. This is possibly the most important thing when it comes to e-mail campaigns. Client data in an e-mail environment allows you to tailor a marketing message as well as to customise the mailing list, which ensures that no spend is wasted. Apart from regular demographic information (age, income, gender, car and the like), it’s also important to know which of a brand’s products clients already use and which other products would suit them. It also helps to note whether the client has a...
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