Yesterday, while going through my daily online news routine, I learned that DHL is stopping express delivery service in the US.

Then, last night I found the email to the right in my inbox from FedEx.

This is a wonderfully executed email marketing strategy by FedEx. The day after one of the company’s largest competitors announced they were exiting FedEx’s niche market, FedEx had a reassuring message out to its customers and contacts that it is still there for your shipping needs. FedEx beat UPS to the punch and, because of their rapid response online and off, has set themselves up to gain many former DHL customers.

What a perfect example of the time saving aspects of having a well managed email marketing program. And, as we’ve written here before, this email harnesses the benefits of digital communication by reaching your audience when its convenient for them, through email. 

So if FedEx, a globally successful corporation, isn’t too big for creating relationships through sound email marketing, then neither are you. Make it a fundamental part of your marketing efforts.