In this video, Michael Neuendorff, The Growth Coach and Constant Contact Solution Provider, talks about the 3 main ways that you can use email marketing to engage with a customer or prospect. Learn more at http://www.buildandbalance.com Transcript: Engagement in email marketing. To you, email marketing looks like a great way to sell more, that's generally why people sign up a business or non-profit for email marketing because we may be able to increase our donations, we may be able to increase sponsorships of our events, we may be able to increase sales and reception to our offers. That's what it looks like to us but to the other side, email marketing, people are either generally looking for a relationship. They want to establish a close, intimate relationship with your company and that's why they've given you their precious email address because they actually like you a lot, as I least said they like, know and trust you. They want to have that relationship. They want inside information, privilege information that's only sent to the people on their list, so they'll sign up for that or they'll sign up for information that's educational. They want to learn something from you because they trust you and they think you're an expert. They'll sign up for that reason. Thirdly they'll sign up for those special offers. they believe that they're going to get the best offers from you, through your email newsletter, that you're going to save those offers just for your subscribers and people will sign up for that and it's a great way to make the cash register ring. Once you get a list of people who want your offers, every time you send that newsletter out, the cash register starts to ring.