Email Tips
Al Deguido wrote once in a Click-Z column, "What we really need are workshops where professionals who are knowledgeable and have track records of leveraging new media can examine marketers' specific issues and provide specific, tactical advice and direction about how to improve (...) Isn't it time we move the discussion to helping marketers make the most of the mail that actually does get delivered, and show them tactical ways to build better relationships?"
That's the core of good marketing: relationships. What can you do to improve your company's relationships with clients and customers?
- Underpromise, overdeliver. If you say you'll get back to someone, get back to them. If you promise a report on Friday, you may deliver on Thursday —
but not on Monday. If clients cannot trust you in the small things, they'll never trust you for anything major.
- Listen. Listen carefully. Too often marketers deliver what they think customers should want, instead of what they really do want.
- Provide the most outstanding customer support you're capable of offering. Customers who know that they won't be abandoned
once the sale is closed are happy customers.
- Be consistent. Customers who know what to expect from you — level of service, product excellence, innovations — will have confidence that decisions
you make will be decisions in their best interests.