Keep in Touch with Regular E-mails

Posted by Michael Duncan

Two recent surveys by Information Strategies, Inc. show that effective e-mail campaigns can increase new business by as much as 20% over the course of a year. And new business from existing clients can be increased by nearly 40%. This, and other similar reports, shows that maintaining constant contacts with potential and existing clients through e-mail is an effective sales tool, even in this economy.

The trick is to make sure the e-mail you send has value and is not just more junk for your customer to delete. Ideas include industry news, tips and insights, special offers that have real value, factsheets, white papers, and newsletters. Anything that's useful and relevant to your subscribers.

It's easy to do yourself. There are many e-mail marketing services that allow you to create e-mails online using their templates. They also automatically include an opt-out option and make it easy to avoid hassles and problems with internet regulations. If your needs are fairly simple, iContact is a good choice.

The hard part is generating quality, interesting, and professional-looking content on a regular basis. Excuse the shameless plug, but that's where marketing/public relations people can help. In the long run, it will pay to bring in a professional who can craft the look and messages that stand out, and will keep the cursor away from the "junk" button. We'd love to help.

The best thing about e-mail is that it's measurable. Paying attention to the analytics will tell you if your content is being valued. We can try different things and see what works best.

There are other considerations: how to grow your list, segmenting lists and content for better results, tracking sales and not just click-throughs, how to integrate with the rest of your marketing, automatic "gentle-rain" e-mail schedules, and more. But you can start small and see where it goes.

E-mail marketing is a relatively inexpensive and easy way to stay in touch with your customers and potential customers. That can't be bad.


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