And here are some of the ways it can work for you. Assume that customers will receive your email hospitably if they have given freely of their email addresses. But even some customers may be upset by promotional email, so you may want to offer them the ability to opt-out or unsubscribe. Both customers and prospects will be more accepting of email marketing if it is used to follow up on inquiries or orders, especially inquiries or orders which were electronically sent by them to your organization. If the email message clearly states that it is in response to an inquiry or order, it is generally acceptable if that message also includes some marketing information and a call to action.
Email holds great promise as a replacement or enhancement to the follow-up strategy.
Email can also be very effective as a means to quickly follow up on a personal meeting, summarize what was discussed, and offer an opportunity to respond. And email is a wonderful, personal way to just say thank you when you can't reach someone by phone. Major announcements or breaking news. Shrewd electronic marketers have already figured out a way to implement email in a non-objectionable format that reaches target individuals on a regular basis. It's called the email newsletter.