In the early days, e-mail marketing
techniques were used to reach out to clients, but when it became abused
and consequently disregarded, marketing agencies
are now adopting new tactics through continuous learning programmes.
In recent times, its techniques and
reach have expanded with online and cross-promotional media options. It
has been observed that the focus by marketers is on personalisation and
content, in a way the messages fit clients’ demand and can be served to
businesses at the right time.
Veterans in the marketing profession say
that the driving force behind marketing is the ability to gather
information, adding that this can be achieved through market research,
questionnaires and customer feedback among others.
According to them, an organisation can
afford to split its customers and prospects into segments with similar
needs and develop or devise different means of communications to each
segment.
In as much as these improved techniques
help sales managers to reach their clients easily, certain mistakes they
make every day may prevent them from reaching their bottom line.
As a result, they have highlighted some mistakes to avoid:
Abandoning past clients
