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The Constant Contact Guide to Email Marketing by Eric Groves

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2
The Power of Email Relationships
Have you ever entered a store by opening a door and heard a bell ring? That bell tells store owners that it’s time to drop what they’re doing and focus on you, the customer.
If the store owner recognizes that the bell represents an opportunity to begin building a relationship, he can begin the process of turning a stranger walking through a door into a familiar customer who makes repeat purchases, refers friends, and stays loyal for a long time. If the store owner ignores the bell or fails to make a connection with the person entering the store, the results are likely to be poor. The potential customer is going to remain a stranger who must be convinced again—at great expense—to walk through the same door at a later date.
In email marketing, the bell rings when someone is added to your list. Understanding how to talk to a customer from that point forward using email communications will enable you to tap into the power of relationships and build your business.

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