We hear it time and again, “I work in a relationship business.” And yet, few organizations have a thorough understanding of the many ways in which they interact with or “touch” their clients—much less how those touch-points build value over time.  

Have you ever considered how often you actually interact with (or “touch”) your clients? 

Do you wish you had an easy, affordable method for keeping in touch with your clients on a more regular basis?

Automated e-mail marketing products, when used correctly, build client loyalty and improve your bottom line.  According to the Direct Marketing Association, e-mail marketing generated an ROI of $43.62 for each dollar spent in 2009 (www.directmag.com).  It outperformed every other direct marketing method analyzed, including print and Internet marketing.

Here are some tips for getting the most from your e-mail marketing campaigns:

1. Be strategic.  Map out your communication plan before you get started.
2. Segment your client lists.  Not everyone in your rolodex has the same needs.
3. Create relevant messages.  Provide value, build trust—don’t just SELL.
4. Be different.  Use the templates as a starting point, then make your e-mail stand-out.
5. Be consistent.  Regular communication (not sporadic!) builds recognition.
6. Evaluate your results.  These tools have great analytics—take the time to use them!

And here are a few products to try: www.constantcontact.com, www.aweber.com, and www.verticalresponse.com.  Each has unique features, which include surveys, event marketing and social media integration, too.