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
