FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 15 Use this advantage for your e-mail marketing and include exclusive offers in the communication connected to an action previously made by the customer. This may be coupons and discounts, a personal user name, or reference to a mobile app. Through this you can add extra value for the customer that they can easily enjoy. Nevertheless, your advertising should never hide the actual purpose of the service e-mail or be too pushy. Service e-mails Service e-mails are also necessary for building a relationship with the customer and contain im- portant information about the booked services and purchased products. Depending on the range of services your fortress offers, service e-mails can inform about opening times change, software updates (for example new mobile apps) or special parking spaces for visitors. If you choose the subject line wisely and make sure it reflects the service character of the e-mail, you can expect very high opening rates. Service e-emails are a particularly simple, but not inef- fective form of marketing with tremendous customer loyalty potential for you. When you build a positive dialogue with your customers, you gain their trust. Newsletter Newsletters are probably the best known and most colourful form of commercial e-mails and actually nothing more than a "flyer in electronic form" 7 . Companies use this medium to give po- tential, new and returning customers a complete overview of offers and news. They are usually sent periodically to the entire customer base and aim to actively promote the purchase or other desired customer reaction. Again, do not spam your customers with daily advertising and newsletters. You should offer es- pecially significant added value. Develop a strategy and plan to manage content of your e-mail communication. When possible, combine this form of advertising,with other online marketing activities. Before sending out newsletters always make sure that all recipients have given their unequivocal consent for the receiving promotional e-mails. ATTENTION!!! In most countries (e.g. Germany) sending newsletters is subject to legal restric- tions. You are not allowed to send such e-mails to recipients who have not been added to your distribution list with the "double opt-in" 8 . In the worst case it can result in legal warnings and fines. Before you start sending out newsletters, check the legal requirements in your country. 7 OMKT: Newsletter, http://www.omkt.de/newsletter-definition (12|2013) 8 Double and independent consent to receive newsletters