Targeted E-Mail Messages
Targeted e-mail messages are those that go only to those customers that share common characteristics. These customers could be your most frequent travelers, those who’ve spent a certain minimum dollar amount on equipment or those certified to a certain level or higher.
Here are links to a sample of a typical targeted e-mail message:
- Plain text (opens in a new window).
- HTML (opens in a new window).
Yet another form of targeted e-mail message is the kind you send to those enrolled in a specific class, trip or activity. For example, one instructor I know uses e-mail to:
- Introduce himself to students.
- Monitor students’ progress with self-study materials.
- Remind students of class meeting times and places, and what they must do to prepare ahead of time.
- Send students photos taken during pool or open-water activities.
Needless to say, this instructor’s classes tend to go more smoothly and have higher customer satisfaction ratings.
It is important that, while you want to encourage your staff to use e-mail as much as possible, they must also remain within whatever guidelines your store has for communication with customers. Typically, you will want to review all e-mail messages before staff members send them — at least until you are confident in a staff member’s ability to communicate in a manner that is consistent with store policy.
Regardless of how you use e-mail to communicate with customers, there are certain things you will want to do — and some things you will want to avoid.
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