So far I’ve covered the first three R’s to email by talking about Reputation, Recognition and Readability. These three items are the foundation to the Relationship that you build with your subscribers. By building trust, brand awareness and an appropriate response from your readers, hopefully one that allows for direct interaction with your messaging members will reward you with higher levels of participation.
Relationships in email marketing should be view in a similar fashion to that of personal relationship building; using welcome programs and dynamic personalization your program should deliver a highly customized, virtually unique experience to each of your users. The medium of email allows for a direct, virtually instant and measurable understanding of your subscribers. With these things in mind you need to consider how your program can capitalize on the feedback provided by your users to expand and build your program ongoing.
For more on relationship building check out; Using Email to Build Trust and How to Make a Positive First Impression.