People often talk about using email recommendations to improve their customer sales and quite a number of companies have tried to company has tried to copy some of the larger retailers success. Email marketing can be extremely effective if done correctly, improving sales and building customer loyalty, but not all recommendations are equal. If you are successful in getting it right you will make your customers feel valued and that they belong to your brand but if you get it wrong and you risk of putting the off completely and losing any future business you may have had from them.

If a company can show their customers and potential customers that they are important and connect with them across multiple digital channels, this can really build up a quality brand. You need to ensure that the information that you are sending out to them is relevant and professional. Also make sure that as much of the contact as possible is made personal. Nobody likes to receive an email entitled dear user or reader. Simple things like adding their name and tailoring the email to where they live / products they may be interested in goes a long way in marketing.