How to Turn a Customer-Service Email into a Marketing Channel
by Citrix Online

The national "Do Not Call" list and the CANSPAM Act of 2003 have significantly impacted the direct-marketing industry. How do you effectively market your products and services if prospects and customers don't want you to call or email them? The answer is customer-service emails. While customer-service emails have long been overlooked as a marketing channel, it’s time to take another look.

Customers who contact you for support or product information expect a call-back or email response. That gives you permission to contact them. In fact, each customer email initiates a new dialogue, giving you the opportunity to strengthen your business relationship and increase customer satisfaction. Even a customer complaint initiates a dialogue that you can turn into a positive customer experience -- if you handle it properly.

Using customer-service email as a marketing opportunity is a sensitive issue. Keep in mind that the last thing an unhappy customer wants to hear is another standard sales pitch. Here are some tips that will help transform your standard customer-service emails into effective marketing emails, enabling you to build positive long-term relationships with your customers.

• Ask for feedback -- One way to strengthen the relationship with your customers is to send a follow-up email upon completion of each customer-service request. Ask whether the customer is satisfied with the service and whether there’s anything else that he/she needs.
  
  
• Offer new product information -- At the end of a customer-service email, highlight new product information that's relevant to the customer's initial request or targeted to the customer’s buying history and interests. For example, you could inform the customer that a new product upgrade is available for a product or service the customer currently uses.
  
  
• Promote newsletters and email updates -- Customer-service emails are a great opportunity to invite your customers to opt in to your regular promotional emails, product newsletters, or product updates. Make sure you include these opt-in offers at the end of each customer-service email.
  
  
• Include targeted special offers -- Include relevant and valuable special offers in every customer-service email. For example, offer a discounted upgrade from a monthly plan to an annual plan, free trials of other products and services, or free access to newly published white papers.
  
  
• Cross-promote partner offers -- Customer-service emails are a great opportunity to cross-promote your products and services, and in return, give your partner visibility. Customers like to receive cross-promotions when the offers are targeted to their buying history and interests.

The objective of your customer-service emails should be to keep customers engaged and loyal. You should view these emails as a powerful customer-retention vehicle, enabling you to satisfy and nurture life-long relationships.

About Citrix Online
Citrix Online, a division of Citrix Systems, Inc. (Nasdaq: CTXS), offers the leading Web-based access, support and collaboration software and services. The division offers Citrix GoToMyPC®, the easiest-to-use solution for remote, secure and managed desktop PC access over the Web; and Citrix GoToAssist™, the most secure, reliable and powerful solution for Web-based technical support and customer collaboration. Citrix Online products are used by more than 4,000 companies worldwide, including Cisco Systems, Siemens, Intuit, Cablevision and Microsoft Business Solutions. The division is based in Santa Barbara, California, and is on the Web at www.gotomypc.com, www.gotoassist.com and www.citrix.com.