BizSugar.com › Online Marketing › Differentiate Your Brand with Goodwill Messaging

Building a true relationship with your customer and differentiating your brand is getting harder every day. Open rates are going down, retention is becoming more difficult and consumers just aren't responding to the same messages they used to. What's today's marketer supposed to do?

One solution is "goodwill messaging." Simply put, goodwill messaging is the idea of using e-mail to build and sustain long-term relationships with customers, and not merely as a one-way stream of promotional messages.