It is all too easy to concentrate your marketing efforts on reaching new customers but often it can be more worthwhile spending some time on your existing clients.
Using emails to do this is one of the cheapest methods.
What you are trying to do is establish and maintain a relationship with your customers. You want them to automatically think of your business the next time that they need that product/service.
Regular e-newsletters are one way to keep your existing clients up-to-date with your latest news. You can use them to inform your customers of offers, new products/promotions that they might be interested in. Perhaps give a review of one of your products.
If you have a blog or an articles page, you can link to it inside the newsletter.
Make sure the content is relevant and informative for your customers, don’t just sell, sell, sell, give them useful information too, make them want to read it and ideally get them to click through to your site.
If you do get them to click through to your site, make sure that the page you send them to has the relevant offer/product prominently displayed. Don’t make them search your site to find the latest deal. It might be necessary to create a special landing page on your site especially for these promotions.
The most important aspect of any form of marketing is analysing the results. You won’t get your newsletter perfect first time, it will need constant tweaking and analysing so that you can gradually improve it.
There are lots of different providers of managed email software that cn do this for you. They let you see how many emails bounced, how many were opened, how many readers clicked through to your site, how many were forwarded to readers’ friends etc etc.
It’s all a numbers game and these statistics can give you a clue as to what you’re doing right and what you’re doing wrong.
If you’d like to have go at email marketing, you can get a free 60 day trial here.
There are many laws governing what you can and can’t do with emails.
- Only send to people that have expressed a desire to receive your newsletter (via a website sign up form for example)
- Sending unsolicited emails to private individuals is against the law and even sending them to businesses is considered bad practice.
- Always give people the option to opt out from receiving your emails and if they do, respect that.
For a summary of email laws and regulations take a look at this site , it’s full of useful information.
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