The Constant Contact Guide to Email Marketing

Ten Things Your Customers Expect You to Do

Figure 1.2 Professional looking emails reinforce your brand and identity.

Most marketing failures happen because the business worries more about what to expect from its customers than what its customers expect from the company. The problem is, it’s not easy to know exactly what your customers expect. You have to ask them constantly, and you have to believe them, which is even harder than asking. Here’s what Constant Contact has learned about meeting customer expectations when it comes to email marketing. Your customers expect you to:

1. Protect them. Storing data in a secure environment is critical, but that’s not all there is to privacy. You need a privacy policy, and you need to be sensitive to the amount of intrusion you cause your customers. You can read more about privacy in Chapter 4.

2. Know them. Your customers don’t lack information, they lack personalized relevant information. You don’t need to know every detail about your customers, but you have to make them feel like you know them so you can target your communications to their interests. You can find out how to determine what your customers want you to know about them in Chapter 5.

Figure 1.3 Give your subscribers a link to your privacy policy.

3. Help them. Email is noise ...