Marketers should strive to achieve the correct balance between using email as a sales tool and using it to add value to the customer experience. This chapter explores ‘helpful email marketing’ as a strategy for delivering customer-centric emails. It covers:
- The concept: Creating value in content is at the heart of helpful email marketing. What should marketers consider when planning a ‘helpful’ approach to their email campaigns?
- Creating a balance: Emails must work on multiple levels to be successful, being helpful while still selling a product. How can the right balance be struck?