In the competitive environment most businesses face today, customer loyalty counts. Clearly it costs less to keep existing customers satisfied than it does to continually hunt for new ones.

But how do you make sure your customers are getting the service they expect — and the incentive they need to keep coming back? More to the point, how do you do it when you've got a million other matters to deal with at the same time?

	TIP: With Outlook 2003, you can forward virtual business cards of employees or team members in addition to your own. First display the contents of Contacts, and then select the contact whose information you want to pass on. Choose Forward As vCard from the Actions menu, and Outlook displays a Message window with an icon for the contact. Enter the recipient and subject information as usual, type your message, and then send it on its way. Anyone who opens the message can double-click the icon to display the address card for the contact, add any additional information, and click Save And Close to save the information in their own contact list.

Businesses that want to present a personalised and professional approach to customer service are turning more and more to the power of e-mail. It's not a viable option for every business, but it is for those with the interest and inclination to use technology to build customer loyalty and ultimately their bottom line.

When you're ready to use cutting-edge e-mail strategies to build your business, here are three ways to get started.

1. Host Your Own E-mail
   You may run a small shop, but your customers don't have to know that. By hosting your own e-mail and being able to send personalised customer communications, your business will give the impression of a sizable operation. Plus, when you host your e-mail in-house you get the kind of reliable, secure e-mail environment you demand.
   
   One way to ensure that happens is with Microsoft Windows Small Business Server 2003 — a server solution designed to meet the needs of businesses like yours who want to respond to customers quickly and effectively. Windows Small Business Server provides an integrated e-mail system, including tools based on Exchange Server 2003 and Outlook Web Access that gives you and your employees the ability to access e-mail even when they're not in the office.



2. Launch Marketing Initiatives Via E-mail
   There are a number of ways to use e-mail to deepen the bond between you and your customers. The most appropriate starting point may be basic customer service. Even if you aren't selling goods or services online, you can still solicit customer e-mail addresses at point-of-sale and launch an e-mail relationship. This can be as simple as thanking them for their purchase and encouraging them to contact you if they need any further assistance. Windows Small Business Server 2003 features a shared contact database that can help you manage a greater volume of customers while delivering personalised communications.
   
   Next steps may be to alert customers about special events or promotions. This might involve a mailing to your entire e-mail list or targeted mailings. These can be done fairly easily with the Mail Merge function in Outlook 2003. One thing to keep in mind with e-mail marketing is that you need to send messages that offer some real value. Most people's e-mail inboxes are overloaded; if you want them to consistently open and read your messages, they need to be timely, they need to contain information of interest (think discounts, coupons, special offers) and they need to be brief.
   
   If you have the resources, an alternative to a steady diet of promotional e-mails is to create an e-mail newsletter that contains real content in addition to special offers. It doesn't have to be elaborate. For instance, if you run a veterinary clinic, you might send out a quarterly newsletter that includes a couple of seasonal pet care tips, plus any special promotions you might be offering. You could also mention new services or new staff. Again, it needs to be timely, topical and brief. A newsletter that offers valuable information is a particularly effective way to build long-term customer loyalty.
   
   Word of caution: Here's the most important thing you need to know about e-mail marketing: You have to obtain permission to send mail to an e-mail address. If you solicit customer e-mail addresses, be certain the address owner understands that you intend to use it. And in every e-mail message you send to customers, make sure you tell them how they can be removed from your list — and follow through immediately if anyone does ask to be removed. Spamming your customers will anger and alienate them.



3. Use E-mail to Convey a Professional Image
   Sometimes small touches can make a big difference in how your business is perceived. As you send business e-mail to customers, suppliers and others, consider these "small touches" that help market your business:
   • E-mail signatures. This is the text or graphics that can go under your name in an e-mail message. Some people use inspirational quotations or funny sayings, but you can use it to promote your business. You might use your company's marketing tagline or even a special offer or promotion, since you can easily change your e-mail signature with a few quick clicks in Outlook 2003.
   
   
   
   • Attach a vCard. This is another way to ensure your business information gets passed along. A vCard is the internet standard for creating and sharing virtual business cards. You can easily create a vCard in Outlook 2003 and attach it to messages you send to customers.

No matter how you use e-mail to further your business goals, there are two benefits that any business owner can appreciate: e-mail is fast — and it's affordable.