Colorado Marine Officer

Posts Tagged ‘Relationship marketing’

E-mail-based relationship marketing (RM) is the ongoing communication with an audience that has selected to opt in to a campaign for awareness and direct response purposes. RM utilizes the direct response opt-in database to engage visitors after a session. The e-mail touchpoints are designed to move the audience to a deeper level of engagement. For example, if a qualified visitor registers on an unbranded site for a pharmaceutical drug, a subsequent RM e-mail may invite the visitor to a coupon offer on a branded site. Followup RM e-mails would then encourage coupon redemption as well as suggestions on how to discuss with a doctor whether the therapy is appropriate.
Many studies have shown that the more personalized the RM e-mail, the greater the likelihood of success in moving the visitor to the next level of brand engagement. This means that while an opt-in database is necessary, insight into a specific visitor’s psychographic, demographic, and behavioral profile will greatly improve marketing effectiveness.