It’s amazing to see that companies still don’t “get it” when it comes to customer retention. It’s tough enough to get people interested in your product or service and to get them to visit your site. More than 50% of commercial websites do not include a way for visitors to provide their simple contact details to enable them to keep in touch. In our Internet marketing age this should be job one.
Many people seem to think that a site visitor will return at some stage in the future should he or she not opt to buy your product or service at first glance. This is most often not the case and it is very important for you to capture their contact details right away. Through the use of a simple “opt in” box, you can get their permission to keep in touch via e-mail.
Once you have an e-mail address for a potential client this is where the fun begins. If you go about this the right way you can create a lasting bond between the customer and your contact. Many people refer to this as an “emotional” bond and it is one of the great things about e-mail marketing. Develop a relationship with your prospects and there’s a very good chance that they will turn into a client, and a repeat one.
When you are developing an e-mail campaign in this way make sure that you remember some fundamental requirements. Rule number one is to always make sure that the e-mail contains information, some tips, tricks, how-to’s, case studies, free stuff. You must come across as being the provider of valuable information and must not come across as somebody who is simply trying to sell.
Studies have shown that you stand a far better chance of “reaching” into the psyche of your potential client by being personal and not by being too corporate. If you try and share a little bit about yourself or your company and show the personal side, including pictures every now and again, then you will find that your prospect will be able to relate a little bit more. Don’t forget, that over a period of time you are developing a social relationship of kinds with your prospect.
Remember also that we live in the viral age. You can turn your prospect into a client and your client into an advocate for your products or services. Make sure that you use the power of social networking sites such as Facebook or Twitter and over time you will find that your happy clients will be more than pleased to put in a good word for you and create valuable social proof for your business.
Are you keeping in touch with your customers by email?
Matthew Toren
These are great common sense tips.
Wow Matthew. This is a powerful tip that is often overlooked by many people in hte internet marketing world too. The most important thing is to capture the details of the potential customer by a simple opt-in box as mentioned. You can use autoresponder services to send out email to this list to create the bond with the subscriber and convert them to potential customers if they are convinced with your expertise and willing enought to purchase your product. I agree that in this new age, it is more effective to use the social networking sites as it allows nes to spread really fast. Thanks for this wonderful tip!
Have you read “Web Copy That Sells”? It’s a good book, full of tips about email marketing. Still, from my own experience, you need to be very careful with email campaigns. Many people skip promotional emails and even emails with useful tips. If a person gets about 100 emails a day, there’s practically no chance you can get to him or her via email. Here you need to use other means, like Twitter, etc. So in my opinion, the first rule is always “know your customers”, including their likes and dislikes, their habits and of course their needs. Thanks for the post! Really enjoy your blog.
Interesting points. I would say however, that far too many people abuse email. I read less than 10% of mine & the other 90% is what I call “spam I signed up for”, meaning I gave someone my email address because I wanted to listen to an mp3 or a webcast, and then they used it to send me whatever they feel like, whenever they feel like it.And sadly, most of them think that 1. “it has value” and 2. that I “want it”. Yes, absolutely create ways to engage, whether it’s via email or whatever. BUT! Be authentic! If you’re “giving me a podcast” to get my email so that you can send me stuff, say so! “Enter email here to receive_________ & my newsletter” or whatever!
And ask what I’m interested in! When you sign up for a software demo for example, they ask you to check off whether you want to receive updates, etc. Do the same! Ask your visitors if they want more info on this particular information or that or all of it. People don’t ask out of fear that people won’t want it. Period! So there’s the rub! It’s up to you to make it so valuable that they will!
Thanks for the post!
I have actually never thought using customer email list would make any difference – obviously, I was dead wrong.
I’m happy I stumbled across this post. Will now seriously consider it as a self-respecting affiliate beginner