Matching the Changing Email Preferences of Customers

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“Email preference centres have a positive impact on business relationships with subscribers. In a recent survey, 54% of respondents said that they were receiving emails from a sender too frequently,” –

Smooth business relationships represent useful techniques that encourage and bolster commercial transactions. Modern brands and businesses rely on marketing emails to create and sustain business relationships with customers and consumers. However, every technique lends itself admirably to refinements; in line with this, modern commercial operators should bear in mind the email preferences of customers. Re-thinking and re-energising this aspect of commercial operations will likely enable a business to present a continuing value proposition to consumers. We will examine some of the benefits and techniques below.

Frequency, customer interest, volume of emails, and relevance represent some of the guiding lights that should illuminate email-driven campaigns. We note that customers tend to be time-deficient creatures of modernity. These entities drive the crux of modern commercial systems and deserve to be treated as such. Therefore, businesses must survey and react appropriately to the evolving email preferences of customers. For instance, an e-commerce business operator may elect to engage with customers through commercial email campaigns. The content of such campaigns may include product images, information pertaining to ‘sale’ offers, new product updates, etc. However, the operator must adjust the frequency of the email campaigns to match customer requirements.

Customer interest plays an important role in marketing outcomes. Informed and interested customers can create outstanding outcomes for email-driven campaigns. Data that indicates customer interest can be gleaned from a variety of online techniques and dashboards. In contrast, waning customer interest should prompt a re-calibration of email preferences of customers. A reactive approach to waning customer interest can create disruptive outcomes; such an approach can also devalue a brand in the eyes of most customers. Therefore, business strategists and brand managers must work to reset the frequency of sending outbound emails. We note that such preferences play an important role in the overall success of a marketing initiative.

Product or service relevance reserves a stellar position when businesses consider the email preferences of customers. We note that ascertaining relevance is essentially rooted in the concept of customer choice. Brands and businesses should work to assess the relevance of a product to its target customers. A high quotient in terms of relevance indicates that a brand should direct high volumes of marketing emails to customers. For instance, consumers of luxury products value the finer things in life and should receive promotional offers and marketing materials for aforesaid products. We note that this technique helps luxury brands to cultivate the sustained custom of such consumers. However, a disruptive scenario ensues when mass-market brands and products feature in the email boxes of this class of elite consumers. This instance clearly illustrates the importance of gauging the email preferences of customers.

Early versions of marketing emails were text-based communications that featured rudimentary images. The subsequent evolution in Internet technologies and refinements in marketing practices helped create modern marketing emails that feature lush product imagery, web-links to online portals, attractive discount messages, and electronic coupons. Therefore, the modern marketing email is a much more effective marketing tool that succeeds brilliantly in arresting the customer’s attention. It also helps to boost conversions and triggers positive business outcomes. We note that this evolution stems from assessing email preferences of customers.

Email preference centres are a modern invention that enable customers and consumers to calibrate the receipt of marketing emails. These centres allow customers to control the frequency of receiving commercial emails, control the products and topics on which they receive emails, to un-subscribe or re-subscribe to certain emails, etc. We note that this approach empowers business to retain consumers by ceding certain elements of control to email recipients. The active use of such techniques enable businesses to connect with their customers at a deeper level. Further, the active deployment of such online devices enables brands and businesses to spotlight a corporate focus on email preferences of customers. This leads to a higher brand reputation and helps businesses to earn the goodwill of consumers.

Preference centres allow businesses to gain information in the evolving arena of customer choice. This data enables businesses to delve deeper into relevance issues pertaining to various categories of customers. For instance, a certain customer may prefer to receive marketing materials via text messages on his or her cell phone. This choice, when indicated through a preference centre, empowers the sponsor brand or business to use the preferred channel and reduce email messages directed at said customer. These actions stem from perusing the email preferences of customers and also serve to boost customer engagement in modern markets. In light of the above, we may state that email preferences can help drive modern enterprises to greater success.

Modern business enterprises can deploy all manner of choices to retain the interest of their consumers. The modern Internet is a very flexible medium and therefore, businesses should offer their consumers a choice to opt out of marketing emails. Instead, consumers may prefer to watch relevant marketing and corporate videos. The tapestry of moving images and the accompanying soundtrack has proven itself a very effective marketing tool. Research indicates that video attracts significantly higher levels of customer attention. In light of the above, we state that commercial operators must extend the concept of consumer choice by offering video content to their consumers and email subscribers. This change in preference stems from an active perusal of the email preferences of customers.

Managing email subscriptions can be key to ensuring a relevant online customer experience. This approach enables brands and businesses to develop a meaningful and respectful relationship with their customers. For instance, a brand can elect to offer its customers ‘daily deals’ available in select geographical areas. This ensures that the email recipient views offers that are relevant to his or her location, thereby raising the chances of conversion. In addition, various ‘deal categories’ can inform the recipient in terms of relevant or preferred goods and services. In a similar vein, a choice of email notifications can be curated based on the tastes and preferences of each email recipient. In light of these techniques, we may state that the email preferences of customers can help a business to offer customers a bouquet of interesting (and personally relevant) marketing information.

In the preceding paragraphs, we have examined some of the techniques that allow businesses to utilise the evolving email preferences of customers. Every business operator must realize that modern customers have the power to build or demolish commercial fortunes in modern markets. The age of information empowers customers and consumers to cherry pick products and services that offer them the best return for their dollars. Bearing this in mind, business operators should steer clear of traditional email ‘blasts’ that direct all manner of promotional materials to every customer. Such precipitate business tactics can arouse consumer ire and may be instrumental in defeating business objectives. Further, the evolution of online technologies has enabled modern commerce to cater to the highly personalized needs, requirements, and desires of the modern customer. These strands of information can be harvested efficiently in a concerted bid to serve customers and win the enduring loyalty of all consumers.

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