Marketing: Turn emails into integrated campaigns

A. By developing a focused plan that combines action-triggered emails, product promotions and education, you can turn one-off emails into integrated campaigns that engage your customers and prospects.

Examples of messages that you should include in your integrated email campaigns include:

Thank you: The sale is just the beginning of your relationship. Thank you emails should include order details and email opt-in confirmation, along with a clear call-to-action to encourage customers to stay connected. A great way to achieve this is by including a discount coupon or code.

Request for feedback: Leverage the power of email to ask for post-purchase feedback. Asking for feedback is a good way for you to learn how you can improve your processes. This is also a great way to reinforce customer confidence in you and the purchase decision, making it more likely that they'll become a repeat customer.

Newsletter: Deliver relevant content to build credibility and brand awareness. Email newsletters are primarily focused on educating patients. Educated customers and prospects are more loyal and buy more often.

Product updates: Showcase your products by introducing new items or providing more information about current products. Product updates are a great way to say in touch with consumers who have shown an interest in a particular brand, model or service. It's also a great way to get a current customer excited about a new model.

Sales and promotional offers: Create a sense of urgency. People respond well to promotional messages that are time sensitive and that offer them the opportunity to save money or participate in an event.

Dennis Olsen is DME program/sales manager at ARI. Reach him at 888-581-9830 or dennis.olsen@arinet.com.