There is no doubt that email is a wonderful means of communication that is quick and effective. However, the tone and context of emails are not always correctly interpreted and could quickly lead to a strained business relationship. Depending on the frame of mind of the reader, your email could come off as rude and impolite despite your noblest of intentions. In addition, improper use of CC and BCC can rend your business relationships due to irreconcilable differences.
It seems as though this is a phenomenon particular to emails as instant messaging and even SMS messages do not seem to offend as easily.
In these tough times treating your existing clients well is critical to survival. It is therefore important to nurture these relationships as you have a greater chance of growing your portfolio with an existing client than you have gaining a new client. Moreover, once you lose them it is very difficult to get them back (in many instances it is not worth the effort). Depending solely on emails to maintain and improve relationships is risky. In the past we have boasted that we have clients we have never met in person or even spoken to them over the phone. Oh the marvels of technology! However, while email marketing can get you a new client and let your clients know of new offerings and services, at some point in order for that relationship to blossom to its full potential there is going to have to be a face to face.
We always advise where possible to always follow up an email with a quick phone call especially for important matters. I am sure you have had the experience of being in a back and forth session with someone via email but when you saw them in person the matter was ironed out in seconds. Touching base in that way may help re-align a business relationship that may be heading off course (unknowingly to you) due to a misinterpreted email. In addition, at some point in time during that relationship do include a face to face meeting even if it means getting on a plane.