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Does sending e-mail with no call to action make any sense?

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Answer: I had a client ask this question the other day and, after further explanation, what she really wanted to know is if there is any benefit to sending an occasional “just because” message to her recipients—an e-mail that wasn’t selling something, a “thinking of you” message. And the answer is a resounding yes. It does make sense, and messages of this type can generate more incremental revenue with your audience than your promotional offers.

It’s more a psychological phenomenon than it is a marketing tactic, though one could argue there is very little difference. E-mail recipients are so used to receiving e-mail from marketers trying to sell them something that a simple message thanking them for being a customer or wishing them a happy birthday could be more memorable than what you have on sale today. Everyone likes being remembered on special occasions or being thanked for no reason at all, and a “just because” e-mail shows you truly recognize the importance of your customers to your business.

Executing a message of this type is simple and reusable, requiring only annual revisions. The concept is that everyone in your database would receive one message of this kind annually, assuming you have the data to drive the approach. As e-mail marketers, we constantly send our recipients e-mail asking them to buy something or take some sort of action. We can appear to be a lot like that cousin you hear from only when he needs something. You don’t want to be that guy. Sending an e-mail just to recognize your recipients can go a long way in driving new revenue for your organization. This doesn’t replace other tactics and approaches, but it can certainly enhance your e-mail relationship with your audience.

Kara Trivunovic is director of strategic services at Premiere Global Services, eMarketing Solutions (www.premiereglobal.com).

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