5 Ways Email Marketing is the Best Channel for Nurturing Customer Relationships 

Posted by Philip Storey on 06/10/16 15:48
Find me on:
Philip Storey

Nurturing customer relationships with email marketing

What is the best way to keep your customers engaged with your brand? Nurturing customer releationships. How can businesses best nurture their customers? By delivering relevant content at the right times. This is why email marketing remains the most effective marketing channel to nurture customer relationships, as you can deliver tailored content direct to subscriber inboxes.

We outline the 5 key ways to nurture customer relationships with email marketing:

Tailor content to customer preferences

The great thing about email marketing is that every engagement is an opportunity to learn something about your customers, which can be used to improve future interactions. Your content can include questions and requests for feedback, which will help you tailor content to the needs and preferences of your subscribers. These insights can serve as triggers and filters to make sure you deliver the emails that subscribers want to receive.

Add personalisation

Consumers don't want to feel bombarded by sales and marketing content online, especially via email. There's enough advertising breaking up their experience of television shows, articles and videos. Upon signing up to a company’s email marketing content, there is an element of trust from subscribers that they will receive content that is relevant and useful them. Email marketers can reward that trust by using a suitable tone of voice and a personal touch, which makes customers feel like individuals and part of relationship with the brand.

Personalisation encourages customer loyalty and trust, and it's an important way to humanise your marketing content. Read more about personalisation with our blog about boosting email marketing conversions with personalisation.

Map out touchpoints in the customer lifecycle

The moment a subscriber signs up to your email marketing content, this begins the customer journey. From the marketer’s viewpoint, it should be seen as a customer lifecycle, with numerous touchpoints (engagement opportunities), for which workflows should be formulated. You need to map out all the potential touchpoints within this customer lifecycle.

Your strategy should be customer-centric, in order to build and nurture relationships and retain them long-term. The touchpoints should primarily aim to serve customers' needs.

Use marketing automation to deliver targeted content

eMarketer reported that 86% of B2B marketers (surveyed in a report by Regalix) found that marketing automation improved lead management and nurturing.

Marketing automation is becoming an essential tool for email marketers to engage and nurture customer relationships, efficiently and effectively. The customer lifecycle is where automation comes into its own. Email marketing automation platforms help you connect engagement touchpoints, put in place the workflows according to behavioural triggers, and deliver targeted content to subscriber segments at the right times.

Marketing automation is the best solution for using data and insights to optimise content to be more relevant and engaging for your subscribers. It allows you to implement personalisation and dynamic content, to help the nurturing process, whilst saving marketers crucial time to increase their productivity. Check out our 3 tips for implementing email marketing automation.

Test and optimise content to improve CX

There are numerous aspects within email marketing content to test. Split testing elements, such as the format of your email templates, the visuals, colours, positioning, CTAs and subject lines, is a time-consuming process, but it will pay off by increasing your engagement rates and conversions. The results help you improve customer experience and learn more about your subscribers.


We hope we've demonstrated the potential in email marketing for nurturing customer relationships and highlighted the key ways to drive engagement. Once you have the customer lifecycle mapped out, it's easier to integrate your strategy with other channels.

Did you find this useful? Want to learn more about enhancing your email marketing with automation? Dowload our 10 strategies for growing your business through marketing automation and start seeing the impact!

Download marketing automation guide

Topics: Automated marketing, Customer experience, customer journey, customer lifecycle, Customer relationships, CX, Email automation, Email Marketing, Email marketing automation, Email marketing strategies, Email marketing strategy, Marketing Automation, Marketing strategies, Marketing strategy, nurturing, optimisation, optimise, optimising, Personalisation, Testing

Philip Storey

Written by Philip Storey

Philip Storey is the Founder and CEO at Enchant Agency. Philip is an email marketing specialist in London, UK. He has enabled hundreds of brands to improve their email marketing. Beyond marketing, Philip is a business coach, personal and professional development coach and mentor to business leaders and senior marketers.

Check out the most popular blogs this month...

Secret email marketing strategies from top retailers

Email marketing split testing planner tool