Building a relationship

1 Create customised web content for each visitor to make them feel special.

· Some retail sites remember a customer’s preference, greet him or her by name & offer a tailored selection of goods.

· Capture the information each visitor enters in to forms on your site. If name is given, store it so that it can be used for a personalized greeting.

2 Maximise the chance of your emails reaching their intended target.

• Use the online tools available to analyse your emails before you send them to assess the likelihood of them being identified as spam. For example- www.marketing-magic.biz.

• Regularly clean your list & give recipients the option to ‘opt-out’.

3 Provide mechanisms to encourage people to respond to your email mailshots.

• Always provide an email address in your mailings which customers can use to contact you,

• Set up an auto responder, which automatically sends a standard message in response to email enquiries.