What is one of the most effective tools for strengthening your relationship with prospects and customers so that you increase retention, repeat sales, and referrals?
The answer may come as a surprise…
It’s email marketing.
To clarify, I’m talking about email marketing to your own “house” list of prospects and customers, not to a list you rent or buy.
When you use email marketing effectively to build rapport with your target audience, then three things will naturally happen:
- Your sales team will spend less time selling because your prospects will be pre-sold on doing business with you. This means reduced sales cycles and less costs per sale, which leads to more profit.
- You can generate leads and sales on demand. In other words, you’ll be in complete control to schedule and run email promotions to any segment of your list, whenever you want. If you didn’t just have an “ah ha” moment, then read that sentence again… Email marketing is the only tactic that puts you in the driver seat to create leads and sales whenever you want.
- You’ll build a “wall” around your customers to protect them from poachers. Every day your competitors are actively trying to poach your customers. If you’re not investing to strengthen your customer relationships, then eventually your competitors will steal them. Again, email marketing is one of the best tools available for building a strong relationship to fend off your pesky competitors.
Of course there is one little catch…
You Need a List of Email Addresses
For the remainder of this article, I’m going to assume you already have a list of prospects and customers. If you’ve been in business for any amount of time, then you do have a list.
Your list might be in your head or on paper or buried in an Excel file on an old, dusty desktop. Regardless, I’m sure you have a list and it’s just a matter of tracking it down.
(For more ideas for how you can build and grow your email list, go read the 3 ways to build your list.)
For the remainder of this article, I’m going to focus on the 5 types of email promotions every small business can use.
#1. The Warm Up
The first email campaign is for all the businesses out there that have a list of contacts they haven’t emailed in a long time. For example, if you have a list of prospects and customers, but have never formally sent an email newsletter to stay in touch, then you need to start here.
The Warm Up as you can probably guess is geared toward warming up your “cold” list.
This is essential to do before you try to use one of the campaigns below, unless you’ve continually stayed in touch with your list.
The goal of the Warm Up campaign is to reintroduce your business, provide context as to why you’re reaching out, and explain how you’ll be following up with even more valuable emails in the future.
What should you send in your email?
A good tactic to use when running a Warm Up campaign is to run a survey to gain feedback from your audience. Remember, the goal is to reengage your audience so you’re not going to try to sell anything.
When done right, the Warm Up campaign will get your list ready and looking forward to your next email where you can start to incorporate more sales tactics.
#2. The Tee Up
The goal of a Tee Up campaign is to “tee up” leads for your sales team.
At any given time there are contacts on your email list who are ready to buy and it’s your job as a marketer to make it as easy as possible for them to raise their hand.
The Tee Up campaign doesn’t directly ask for the sale. Instead, the email is positioned to help anyone who is in need for your product or service. The most basic example is to simply email out the question, “Are you still looking for help with