Current Issue

Previous Issues
Subscriptions About Us Advertiser Biz Directory Contact Us Links
September 2010
Email Marketing Reinvented
By Kip Cozart

     It’s hard to imagine a world without e-mail. Most of us exchange hundreds of e-mail messages every month. It’s fast, free and easy. It’s part of our routine. But amidst this constant volume of daily activity, something much more useful and profound is emerging. E-mail is no longer simply a means to passively convey our online conversations. E-mail has evolved. No longer simply conveying information, e-mail messages now directly engage and service the customer.

     Applied strategically and combined creatively with other online tools, e-mail can play a wider variety of new, exciting and proactive roles that will dramatically propel your business forward. Are you really taking advantage of all the ways today’s e-mail communication can truly promote your business, service your customers and directly sell your products? Think “E-mail 2.0.”

      E-mail, the “Salesman”… More than simply suggesting a product, e-mail can now initiate the actual sales transaction itself. Daily e-mail broadcasts for services like Groupon.com, LivingSocial.com, Restaurant.com and others, don’t just pass along coupon offers, they actually sell them with a single “click” of a button that is posted directly within the message itself.

     The combination of an attractive money-saving opportunity, the immediacy of a limited-time offer, and the convenience of initiating the purchase right from your e-mail inbox is generating impressive sales results. In another example, e-mail messages sent to Netflix.com subscribers come equipped with “personalized links” that work with preloaded identifiable “cookies” to carry the customer directly and securely to his or her individual personal account in order to quickly facilitate the next order.

      E-mail, the “Personal Assistant”… E-mail can also be positioned as a valuable personal service to the customer, strengthening the day-to-day relationship between the buyer and the seller. For example, consider product shipping and delivery “status announcements,” like those delivered by companies such as FedEx, UPS and hundreds of leading service companies and automated birthday and anniversary “reminders,” provided by innovative e-commerce retailers like ProFlowers.com, Bass Pro Shops, Amazon.com and many others.

      E-mail, the “Guardian”… Email can also be used to offer greater, 24-hour protection and security to your customers by delivering just-in-time news or warnings to the consumer when it is needed. Insurance companies issue timely policy renewal “reminders” so that customers may maintain their coverage without accidental interruption. Many leading banks also provide automated e-mail messages and “alerts” for their customers’ peace of mind, reporting unusual account activity, confirming transactions and issuing payment reminders.

     Content provided by CC Communications, a Web design, programming and Internet media company providing a full array of services to businesses and organizations to enhance and produce effective Web, e-mail, multimedia marketing initiatives and business process improvements. For more information, contact Kip Cozart at 704-543-1171 or visit www.cccommunications.com/resources_articles.cfm.

Kip Cozart is CEO of CC Communications, a Web design, programming and Internet media company.
More ->
Web Design, Online Marketing, Web Hosting
© 2000 - Galles Communications Group, Inc. All rights reserved. Reproduction in whole or in part without permission is prohibited. Products named on this Web site are trade names or trademarks of their respective companies. The opinions expressed herein are not necessarily those of Greater Charlotte Biz or Galles Communications Group, Inc.