E-mail marketing is influential, yet easily misused. It is simple, but really tough. As the fourth quarter nears, the e-mail channel can be perceived of great promise and the prospects to leverage it to develop a truly important e-mail dialogue with key customers and prospects emanates. Here are some great e-mail tactics that can be employed to maximize one’s marketing return on investment (ROI) and customer relationships:

1. Reevaluate existing preference centers. This includes content, layout, and design specially now that phishing and heightened information security sensitivity is widespread. Several leading financial services and mortgage firms as well as retailers have done strategies enhancing the registration process with the best practices in mind.
2. Initiate a welcome message that exposes him to the value and benefits of the subscription and relationship after obtaining a customer's e-mail address. Say "hello." This simple type of communication continue to generate high click-through and conversion rates due to their timeliness and relevance.
3. Deliver the control over and relevance to continue relationships consumers demand. E-mail is about building a relationship over time. A well-designed preference center coupled with an existing e-mail strategy that allows consumers to customize their e-mail experience further with every interaction is essential.
4. Develop interest-based triggers. Essential to success will be the careful development, timing, and deployment of interest-based products mapped to each customer's purchase history, actions, and profiles. Being relevant and first has never been more important in the competitive online retail industry.
5. Establish great customer service. In setting up customer fidelity and satisfaction, great customer service is critical. Strengthening their interactive customer service initiatives is a must. Appropriate e-mail responses that follow online chat sessions and inbound customer requests is essential.

While it’s difficult to move up fast in a large organization, doing nothing or the same old thing is not an option. Leading brands get smarter with plotting, planning, and practicing best-in-class e-mail strategies and tactics. It's an exciting time with almost limitless opportunity for those who can move quickly to leverage the medium's true power to build customer relationship, marketing ROI, and competitive advantage.