Zrinity Email Marketing Blog

Improved Customer Loyalty
When a company begins to build a relationship with a customer they do so based on the premise of being able to almost predict a need and then know how to fill it for that customer. Companies can do this best by first understanding their customer base through research and really listening to customer preferences as well as using the information gathered from past transactions to form profiles that are matched with future offers. Then, companies should honor the wishes of their customers. We can’t emphasize this enough. The great thing about transactional emails as we stated briefly above and will go into more detail further down, is that they do not have to provide an opt-out option. However, just because this isn’t the case with transactional emails does not mean those emails should automatically be inserted into your list for other promotions. This type of sneaky work might cost you a customer, so beware.On the other hand, by paying attention to customer needs and being responsive, you can benefit from increased loyalty. According to marketing expert, Claudia Bruemmer, “A major benefit of customer relationship campaigns is that they foster customer retention, which in turn results in increased profits for your business. Existing customers are known to spend more per sale, buy more frequently, refer other customers and cost less per sale. So priority one is to keep your existing customers happy.”

More Transactional Email Marketing Sources: Transactional Email Server, Full Transactional Email Marketing White Paper (PDF), Email Marketing Best Practices