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5 Tips on How to Build a Relationship With Customers Through Email

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Do you know the most important tips for building a long-term relationship through email marketing? In this article, we’ll share several proven tips that you can easily implement in your next mailing.
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1. Know your target group

Identify who you’re writing to and understand their problems, wants, and needs. This knowledge is crucial for creating successful email content. Additionally, it helps you choose the right tone, graphics, and other elements for your emails.

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2. Keep your word

To build a long-term relationship, stay consistent with your communication. If you send emails every Tuesday, your subscribers will come to expect them, which is beneficial. Maintain a consistent tone that resonates with your target audience, and only send the content you promised.

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3.Write quality content

Once you know your audience, you can craft quality content that provides real value. For example, if your subscribers are gardeners, offer tips on garden care and how you can assist them. If they love new books, share overviews and reviews of the latest releases.

Focus on creating unique content that stands out and isn’t just another link they’ve seen everywhere.

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4. Don’t push the sale too much

If you run an e-shop, you might be surprised, but high sales come from building strong, long-term customer relationships rather than constant discounts and promotions.

A well-crafted branded email that aligns with your audience's values, featuring a single call-to-action or discount coupon, can often generate significantly more revenue than a straightforward sales email.

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5.Personalize and segment

An email database is valuable, but without knowing your customers, you won’t achieve the best results. Personalization and segmentation help you avoid sending irrelevant offers—like menstrual pads to men or baby products to someone without children.

With this approach, you can track customers’ purchase histories and send targeted discounts for their next purchase. Personalized promotional emails see a 29% higher unique open rate and a 41% higher unique click-through rate.

A simple personalization tip is to include the customer's first name in the subject line, which can help your email stand out in a crowded inbox.

You can segment your audience by age, gender, location, and whether they are customers or prospects. Utilizing labels in your email tools allows for the creation of narrow, focused customer segments, leading to greater engagement.

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