Communication With Clients Using Electronic Mail – Analysis of the Expectations of Various Market Segments

Abstract

This article is a part of the series of publications on written communication. The aim of the article is to evaluate the possibilities of electronic communication with individual market segments and to identify key elements of e-mail communication and to adapt them to the preferences of clients. Three segments of consumers were identified in the research – young people (up to 40 years old), mature ones (over 40 years of age) and corporate consumers. Each of these groups has different habits regarding communication, which they transfer to relationships with suppliers of goods and services. Older people communicate with energy supplier mostly by mail or by visiting the customer service point personally. Younger people choose electronic communication or via the hotline. Entrepreneurs’ representatives most eagerly handle matters by e-mail.