Email marketing

Email marketing provides you with a direct communication line to your 'loyal' customer base. It's a great way to keep your customers informed of changes but can also be used to promote new products or services.

Email marketing
    <p>While it's always exciting chasing new customers, keeping your existing customers happy is crucial and, in many cases, more lucrative. Email marketing can be an effective (and cost-efficient) way of communicating an array of messages to customers - whether it’s to promote new products, business updates, sales and discounts, events or customer surveys that can help you gain insights.</p> <p>Good email marketing can be very effective. But bad email marketing can be disastrous. We have all received a badly written email riddled with spelling or grammar errors, or perhaps one to many emails from a specific company. You always remember the bad, so avoid those mistakes when building your own email marketing programme.</p> <p>A customer database is a key asset for any business and there are a number of email providers like Mailchimp, or local providers like Ubiquity, who offer email templates and easy-to-use marketing tools. CRM (Customer Relationship Management) systems also offer sophisticated automation processes that can help manage your database and personalise communications.</p> <p>Some tips from us:</p> <ul> <li>Only send relevant offers to consenting recipients</li> <li>Include an unsubscribe function</li> <li>Tell the recipient who you are</li> <li>Apply the basic 'truth in advertising' doctrine</li> <li>Include your branding and keep key aspects of the design consistent across emails (logo placement, font etc) so customers recognise it’s from you</li> <li>Gather and listen to feedback on your email content and frequency</li> <li>Do not abuse permissions</li> <li>Do not harvest email addresses</li> </ul> <p>Finally, remember to stay on the right side of New Zealand email marketing law - check out the <a href="https://www.dia.govt.nz/Spam-NZ-Spam-Law-for-Businesses" target="_blank">Department of Internal Affairs</a> for a brief overview of the Unsolicited Electronic Messages&nbsp;Act&nbsp;2007.</p> <p>Need help improving your use of digital technology and how you engage with customers online? Try the <a href="/content/asb/businesshub/en/businesshub/services/digitaljourney.html">digital assessment tool</a>, powered by Digital Journey.</p>