While business owners are increasing their advertising spend and encouraging their sales team to get out there to find more customers, they don’t even think about the gold mine of customers on which their business is based. Yes, there is more growth to be had in your existing data base of customers than there is in chasing new ones. Dust off that old data base and put it to good use.
We promote Facebook and Google Adwords as the main tools to reach new customers but there is a third way which has proven success. This is email marketing sent specifically to customers who have dealt with your business. Surveys prove that 80% of new business comes from referrals from people who know your business. Recommendations from customers are more valuable than all the marketing in the world. Added to this list can be prospects who have had a conversation with you or your staff therefore have had the experience of dealing with you. They may like your product or service but are not quite ready to purchase it yet.
The biggest objection I hear, to this form of marketing is “Aren’t people receiving too many emails already?”. It is true that we all receive too many emails which is why you need to be smart with your email technique. The most important rule is to send your email regularly. Whether it be fortnightly or monthly it needs to be sent at the exact same day for that period. The second rule is to have a captivating heading to the email. It needs to appeal to the interests of your email group. They don’t need to open the email, although it is better if they do, but they need to notice there is an email from your business. The heading is the most important part.
When customers see your business mentioned in their list of email headings then that is all that matters. It is a reminder to them of your business. You are not trying to sell them on the idea of dealing with you – they already have. The whole idea of email marketing is simply to remind them that you exist. Remember, 80% of business comes from referred leads. By putting your business in front of them on a regular basis keeps you front of mind. When one of their friends or colleagues mentions a need to them which your business can solve, then they will remember to recommend you. Not only will they mention you, but they are reminded to see you themselves for their own needs.
The final rule is to make the content of your email interesting and informative. It needs to be concise and give the reader real value. This value can range from very helpful information to a free offer or giveaway. If a client has made the effort to open your email, then they must be rewarded. This will encourage them to open future emails from your business. Owing to this, it is best to retain an experienced copywriter to create your content.
We all have such busy lives nowadays that we quickly forget even our best customer experiences therefore email marketing keeps those experiences front of mind for all your contacts. If my customers open my emails only once a year then I am happy because I know they have been seeing those emails on a regular basis. When my email content is good enough to gain a customer response, that proves I am on the right track. When you get a response, you will find the experience to be exciting and most rewarding. This will encourage you to continue in your efforts.