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Email marketing 'a great tool for building relationships'

November 6, 2008 

An expert has claimed that email marketing is a "great tool" for growing businesses that want to build relationships with consumers.

Stephanie Miller of Return Path has claimed firms could benefit from sending messages which steer clear of straightforward offers and aim to involve consumers in a dialogue.

Writing in a blog on the company's website, she suggested that firms need to adopt a tone which is both serious and upbeat.

"Include one or two simple, actionable tips that help your clients be more productive, get more out of their existing vendors and build stronger relationships with their own customers," she explained.

"Tailor the tips to be about the business you are in, and the benefits you provide, but not sales pitches for products."

Recent research by the Direct Marketing Association found that the delivery rate of retention email marketing messages grew during the first three months of this year.

The figure represented an eight per cent increase on the previous quarter.

Author:  Adfero Ltd

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