An expert has urged marketers to treat their email leads with the utmost level of care and attention.

Joel Book, director of e-marketing education at ExactTarget, told Marketing Profs that regardless of whether marketers are communicating with prospects or established clients, they should use email to completely serve their subscribers.

He explained that solid client relationships do not just happen – they are cultivated over time with care and dedication.

“The most effective way to serve email subscribers is to provide information, invitations, and offers that are relevant and timely,” Mr Book said.

He suggested that marketers could show their gratitude to subscribing consumers by sending them a code or coupon for a discount off their next purchase.

Alternatively, they could give subscribers a special offer to download an educational resource.

Consumer insights firm Trend Watching recently predicted that many marketers will become more upfront and transparent when engaging with clients this year.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing