5 Ways E-mail Marketers Can Build Lasting Relationships

March 2008 By Ben Ardito

multipage

5. Sometimes the customer just wants to be left alone.

It’s not you, it’s him. The nonresponsive customer makes up a growing portion of every marketer’s database, and most hesitate to stop mailing to him for fear of missing a potential sale. The truth is that in most cases it is already too late—you’re just not his type. Be clear about the steps with a non-responder. Confirm his status if he chooses to opt back in. If he doesn’t, provide a definitive deadline for removing him from your list. But most importantly, have the re-engagement programs in place that will prevent him from wandering away. Strong relationships buoyed by relevant communications will help you achieve a happily ever after with any customer.

—Ben Ardito is the vice president of professional services at e-mail marketing provider e-Dialog. He can be reached at bardito@e-dialog.com.