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Building Customer Loyalty Through Email Marketing

While an opt-in strategy is a good idea for some businesses that want to focus their email marketing campaign on customer loyalty, not everyone who happens to visit a company webpage will decide to subscribe. There are a number of reasons why people who are already customers would not want to receive emails, most of which can be remedied with a little effort.

Right Mix Marketing, a website focused on educating business owners on best practices for different types of marketing, explained that firms have to sweeten the deal for their customers in order to encourage loyalty. The source said people usually need a reason for choosing to subscribe. Savvy business marketers can offer customers things their competition cannot, whether that includes expertise, solutions or giveaways.

Companies utilizing email marketing should also be fairly creative with their techniques. Right Mix Marketing said unattractive or boring opt-in forms can easily go unnoticed if they look like any other link or text box.

When a person is signed up for email newsletters and decides to discontinue communications, it might be because they are receiving impersonal, mass email messages, reported BizReport, an online news source for marketers. Just because a person has already signed up doesn't mean a business can relax - administrators have to constantly strive to hold clients' interest to reach the holy grail -- long term customer loyalty.

According to a Loyalty 360 Top 12 Customer Loyalty Trends for 2012 report, customer loyalty, more than customer acquisition, is critical for driving sustainable growth. Yet, businesses report that retaining and engaging customers remains one of their greatest challenges.

Utilizing a cloud-based email marketing service can help a business create targeted, personalized campaigns that engage customers, with the goal of keeping them loyal for years to come.

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