You can segment your customers based on interests, buying habits, preferred products, age groups and other demographics, geographic location, new customer status, existing customers and more. Now you can send a targeted email out to specific customers without blanketing your entire customer base with irrelevant emails. That means fewer unsubscribes and more conversions because the right people are getting the right message.
According to ExactTarget, more than 50% of consumers make purchases based on promotional emails they receive. If you’re not sending out regular email content and promotions to your customers then you’re leaving money on the table.
Email can help you make any purchase more intimate and personal. When a customer books a service you can send date/appointment reminders. For purchases, you can send a thank you note. For missing customers, you can send reminders to let them know you miss them and send them a special offer to come back and try you again. That kind of individual engagement adds to your credibility and leads to repeat business.