Email marketing is one of the most cost-effective ways to market to consumers, but email messages are often unwanted and considered spam. To use email successfully, the email must be anticipated. Stick with "opt-in" email lists to optimize results. You can entice people to visit your website with special offers to those who opt-in, and banner ads also can drive people who have an interest in your offers. Second, the email must be relevant; use information you gain about your customers selectively to keep them informed. Third, the email must offer value. For example, if a group of customers bought product X in the past, notify them when that product goes on sale. And finally, the email must be integrated with both content and commerce feedback loops in the form of product up-sells that leverage database data to meet needs (and surveys that allow that allow the customer to provide data points that are used to better service and connect with the consumer.

Learn more about successful email marketing:
- read the article at CRM Buyer

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