When marketers speak to our team about why they want to use email marketing there are some objectives that are popular, such as retailers wanting to drive purchases and fitness clubs looking to increase membership numbers. Other objectives are based on saving time within the marketing department or looking to just make their campaigns work harder.
It's important to set an objective in your mind before doing your email marketing campaigns (or SMS ones), so you can measure how well or (or not) it went - that way you're not wasting your money on a channel that's not performing for you.
Customer retention is an essential factor in all marketing teams strategy as there's no point in acquiring new business if your current ones are leaving you. See how some of our fine customers have best gone about retaining customers.