Email allows businesses to market their goods, provide better customer service and work more efficiently. It can provide a powerful, low-cost way of marketing. It is an instant way of targeting customers cheaply and it allows marketing to be easily and quickly forwarded to colleagues or friends. An electronic form of word of mouth can also be achieved by encouraging the recipients to forward on the businesses marketing emails.
Email marketing is a personal, time-sensitive interaction that can be very effective for businesses. However, it is important to not over-use the service as it is often the case that people delete emails if they receive too much of the same thing.
With emailing these days, you can only target people who have agreed to be contacted. This is due to the Privacy and Electronic Communications Regulations that introduced an opt-in consent procedure for commercial emails, in 2003.
Email can improve customer service by encouraging customers to contact you by email. This benefits both the business and the customer in that they do not have to spend hours on the phone or make contact in working hours and the business does not have to respond immediately. This allows you to free up staff from answering the phone.
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