Email isn’t just a way to tell customers that you have another sale going on. It’s not just about click-thrus or actual sales of the featured item, though it certainly can be. What it can be is an amazing tool for building a relationship with a customer. It’s an amazing covenant, really. Out of all the retailers out there, a person has actually chosen to receive your communications. They’re telling you of their interest and a decent expectation you’ll send something relevant and worthwhile of their time.
They are not telling you of their endless patience. They’re not telling you they’ll be less annoyed if you waste their time, fill their in-box unnecessarily or spam them.
Why do so few retailers use their email to connect? Tell your customers what you’re about. Tell them what you offer, sure, tell them you have great values or benefits or whatever you want. But try to look further than the sales of this specific email. Think about how you feel when you get the email of a friend you’re not super-close with, but there is a “hello” in your in-box. Think about them being excited to hear from you. Another come-on doesn’t do that. What about a human being writing about something they know that might interest the receivers?
Think about all the frenzy about social media marketing and blogging now. We need a blog! says the VP of marketing of LargeCorp. Sure. You might. But try an email first. Tell them something. Treat them like people. Build a relationship. Think of it as old-school social marketing.