Email is for communication as well as marketing

Marketing executives should remember that email is not just a medium for promotional purposes, an expert has advised.

According to Loren McDonald of Silverpop, it is important for businesses to use email for effective and efficient communication as well as marketing.

Writing on the Email Insider blog, he urged businesses to use emails to offer important updates and remind customers to carry out important actions such as renewing subscriptions.

He also urged marketers to retain customers by offering them as much information as possible on how useful their companies’ services are and to encourage customers to give feedback.

“Most email marketers tend to focus on email marketing’s role to generate revenue or some conversion activity [and] justifiably so because email typically generates the highest return on investment across your marketing channels and activities,” Mr McDonald said.

“However at its core, email is a communications vehicle with sales being just one of its many uses. Equally important and even more so at times like this, it is the quickest way a company can reach out to its customers.”