Permission-based email marketing helps retailers build loyalty with their customers as Jean Haller
learned when she
incorporated it into her
Haller, founder of lifestyle, gift and bookstore Journeys of Life in Pennsylvania, sends a quarterly printed newsletter but began permission-based email marketing after her customers asked if she could keep them better informed of new information on a more regular basis.
Web site with the help of OverCoffee
Productions and OverCoffee helped her
develop an email program as well.
emails based on customer preferences, which they are asked when they sign up for her
led me through the entire process," Haller
is still learning how to better use her
segmented lists, she
appreciates the fact that she
can "be in touch with certain people in a timely manner," said Haller
"Those who want class schedules can be sent info on a weekly basis.
Other customers prefer information on just new products and will not receive those emails.
Another great way to connect with Haller's
customers and to encourage email subscriptions is her Birthday Club
"The Birthday Club
is a great way to get people to sign up for our email list," Haller notes.
"We send out an email at the beginning of each month to all people who have a birthday that month and we give them a $10 coupon for anything at Journeys
Through the Birthday Club program, Haller
has been able to quantify the success of the program through the permission-based email program.
According to Haller
, about half of those who redeem the coupon spend it for an item around $10.
The other half, though, spend more than $50.
Either way, Haller
said, it is a great way to generate customer loyalty through an immediate and customized communications method.