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Why and How You Should Build Customer Relationships via Email

A brand is nothing without satisfied and devoted consumers.

Obtaining such consumers, however, involves a significant amount of effort and smart strategy. When it comes to creating customer interactions through email, your team must first sit down and determine who your target audience is and what they want from you.

While building and nurturing consumer connections through email may be more difficult at first, it is doable and not nearly as tough as you may believe.

Why is it more important than ever to create consumer interactions through email?

2020 has offered several new problems to companies all across the world. Contactless communication and service is one of the most difficult tasks that companies confront. While many firms, particularly those in ecommerce, currently use contactless communication, small businesses are realizing that they must build/nurture client connections via email, SMS, and phone calls.

While this may seem hard, it is a skill set that all companies must develop as they go ahead.

Making your email exchanges more personal

Personalization is critical when it comes to creating consumer interactions through email. It’s crucial to note that email personalisation entails much more than just changing the subject line of an email. While customized email subject lines are 26% more likely to be opened, if you want to create and maintain a connection with each of your email subscribers, you must spend time getting to know them and sending them only the most relevant content available.

Offering an email preference center to your subscribers is a fantastic method to do this. This gives your clients a chance to tell you more about themselves, who they are, and what they anticipate from you.

Once you’ve acquired enough information on your subscribers, you should take the time to create a number of thorough, segmented lists.

Email Preference Center Example
Source: Really Good Emails

Automation of email

Aside from treating your clients as people, time is important when it comes to developing customer connections through email. Your subscribers are coming to you because you offer information, goods, or services that they desire, and they want you to contact them as soon as they give you their email address.

Automated emails may take a variety of formats. With the correct marketing software, you can automate practically any message and send it out after particular triggers are fulfilled, such as thank you emails to new subscribers, welcome messages to those same persons, or purchase confirmation communications.

For example, Dekks sent this email to a new subscriber.

Example of an automated thank you message for new subscribers
Source: Really Good Emails

Putting together a client loyalty program

Offering unique incentives, such as a 10% discount on their first purchase or a free product after accumulating a certain number of rewards points, is one method to begin creating trust among your email subscribers.

Customer loyalty programs are ideal for maintaining customer connections through email since they encourage your subscribers to engage with your company on a regular basis.

 Customer Rewards Program and Incentives Example
Source: 1800PetMeds

The subscriber would get points or credits for participating in the program. When customers reach a certain number, they are offered a monetary reward or an unique present, such as this special reward code from Beardbrand.

Rewards Program Email Example
Source: Really Good Emails

Sending messages from a “do not respond” email account should be avoided

A no-reply email is one that uses a “do not reply” address and is used for email campaigns that cannot be responded to, since it generally results in a message arriving in an unmonitored inbox. While there is a time and place for these sorts of mailings, such as a digital supermarket ad or the weekly digital circular from Costco below, it is considered a bad practice.

 Example of a "do-not-reply" email
Source: Costco

You need to create two-way contact between you and your subscribers when creating and sustaining consumer relationships through email, so avoid sending from a do-not-reply address if at all feasible.


It’s never been more important to direct your marketing team’s efforts on developing and cultivating client relationships via email. If you’ve been looking for ways to aid you in this area, keep these four suggestions in mind:

  • Emails that are personalized
  • Automation of email
  • Customer retention and referral initiatives
  • Allow your consumers to respond to your emails.

Emma’s team wants to help you send better emails, so they prepared a video series to provide you all the information you need to send messages that your consumers will want to open. Caroline Matis outlines our tried-and-true plan for effective email marketing in this video.