OVERVIEW OF THE ISSUE
Email is one of the main marketing advantages to operating in the 21 century, and one that should not be overlooked.
- Cost – Email is cheap
- Time – Email will reach its destination across the world in a few seconds as opposed to days or even weeks with the postal service.
- Convenience – Email can be sent to groups of people at the same time.
- Informal – Email messages tend to be less formal, are also usually shorter and more to the point.
- Easy to reference – The text of a previous email message can easily be included as part of a reply to that message. Thus, email correspondents are able to keep the replies in context for each message. Including this context is not only polite, but also makes an email message more accurate and understandable.
For most Businesses, email falls into three categories:
Category 1) Email that is a communication between a Business and a Customer and is independent from email regarding a transaction.
Examples of this would be a Customer contacting a Business with a question, such as asking about the business/shop hours, requesting directions to the shop, whether you carry a particular product. (These inquiries are great for putting together a Business FAQ or providing topics for your email marketing campaigns)
Category 2) Email exchanged between a Business and a Customer during the course of a transaction.
The emails that are sent during the transaction, telling the customer details of the purchase would fall into this category.
Category 3) Informative/Marketing emails sent by a Business, such as Newsletters or Sale brochures.
This correspondence is instigated by the Business and is NOT in direct response to questions or contact from the Customer. These emails would be part of a carefully planned Marketing Campaign. Answers to Customer question asked in the first category provide and excellent source for topics, btw!
BACKGROUND ON THE ISSUE
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