As I write you are probably sitting on a very usual list of customer contacts – past, present and potential (my 3 Ps of customer type). So how do you get the most out of it? Your next step is to utilise this database by communicating with your customers in the most economical way – e-mail.
E-mail marketing is not only the cheapest form of Direct Marketing known to man it is also the quickest way by which you can communicate with customers and the most effective method (see below) but also you can ‘tailor’ you message to suit:
- The Customer Profile
- The information you wish to impart
- All the while bearing in mind that the purpose of your e-mail is to:
- Build a business rapport with existing customers
- Encourage customer loyalty
- Encourage repeat business
- Encourage additional business from existing customers
- Introduce new products to existing customers
- Advise special offers/ sales and more to existing customers
- Acquire new customers
Before you begin creating your ‘missive’ that you wish to e-mail then you need to remember key factors about the e-mail screen.
First of all let’s ponder a moment on who the mail is from. Yes, it is you (idiot I hear you call me) but there is a couple of important questions that must be considered here.
Is your business known to the recipient?
If it is are they likely to want to read what you are e-mailing them about?
If you business isn’t recognised by the recipient then again –
Are they likely to want to read what it is you have to say?
Whichever, former or latter, you need to have a distinctive ‘subject’ – the next section of an e-mail.
If the recipient has agreed to receive information from you (recall your database laws!) then you still need to be concise about what your following message is all about. So it could be something as simple as Newsletter No:23 or Special Offer or Sale Now On – or something along these lines that is attention grabbing.
The same but perhaps even more importantly so, the subject needs to make the recipient want to read on as to what it is you are actually contacting them about.
Thus your third area, the message itself, needs to be as concise as possible, not beat about the bush, no waffle, just warm interesting information within which, or at the end is a call to action. This can be as simple as asking them to open up an attachment that might have further details, a discount voucher perhaps, a revised/ sale price list, full details of a new product…you get the gist of it. Or it could be a ‘hotline/ VIP’ telephone number. A website address or even a discount code to enter when buying on-line.
A word from the wise. People don’t just open up attachments ‘willy-nilly’, especially from an unaccredited source. There are many horror stories and warnings about opening up an attachment from an unknown business so make certain that the message area of your e-mail assures people who to open an attachment will not bring down their entire computer.