Summary

Original source:
http://www.destinationcrm.com/articles/default.asp?ArticleID=4436

Details

• What Are Best Practices for Effective Email Marketing?
• Fixing slow response times and keeping message content brief and to the point are two of several ways to effectively manage customer service email.
• We all know that email is being used increasingly by customers to communicate with companies they buy from, as well as by organizations to market to their customers.
• What some firms don't know, however, is how to effectively manage those communications.
• A common complaint about customer service emails is slow response rates.
• Slow response times occur when companies do not follow the call center model of first in, first out.
• Customer service representatives can choose which emails to respond to, and do not have to resolve a customer's problem before moving to the next inquiry.
• Using email as a mode of communication for customer service has certain downsides due to the fact that it is not in real time.
• Determine your optimal response time and track your response rates to ensure that you're keeping your promises to customers.
• In addition, enforce your response rates by setting up alarms that are triggered if an inquiry is not handled on time.
• While evaluating response times is important, be sure not to solely focus on it and forget about other customer service strategies.
• Remember that response times will depend on the time it takes for an inquiry to reach the appropriate agent for the call.
• You can automate your workflows to direct emails based on the nature of the inquiry, the value of the customer and the expertise of the agent.
• Another area that requires attention is the use of email for direct-marketing purposes.
• Email marketing is quickly establishing itself as a cost-effective way for marketers to reach prospects.
• Never write email messages in ALL CAPS.
• Also, avoid sending attachments to customers unless you're confident that the attachments will be well received.
• When done correctly email management can significantly increase your company's bottom line.

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