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Reactivating Past Customers With Email Marketing
In tough times, many businesses are returning to tried-and-true methods for building business. No one has money to throw away, and each investment has to pull its weight. Yet many companies overlook a potential gold mine: their existing client base.
Reaching out to your customers
Existing customers have built a relationship with you, and are much more likely to buy than prospects who don't know you from Adam. With past customers, you can skip the lengthy education process, and move straight to meeting their needs.
Unfortunately, in today's busy times, people lose your business card, get distracted, and forget how much you improved their lives. When it comes time to buy, will they still remember, or will they click on the email advertisement your competition just sent them?
One of the best ways to keep in touch with previous clients is through an email newsletter. This is an extremely cost-effective marketing method with a high rate of return.
Keeping your business top-of-mind
Email marketing allows you to build and maintain relationships with customers and prospects quickly and inexpensively. This medium enables you to consistently reach out to them, provide useful information, and help them solve problems. You can also educate them on your products and services.
No matter how long it's been since you did business with these former clients, an email newsletter ensures your website and your phone number are never more than a click away. When the need arises, you will be there.
Tracking your efforts
Email marketing offers incredible depth of information. You can track open rates to see how many people read your email. You can also embed links to your website in the email, and each time someone clicks on the link to visit your site, the information is logged.
This provides you with specific ways to measure results, rather than guessing at the effectiveness of each campaign. For any given email, you can see which offers are most effective, and improve your message over time. Armed with this information, you can build more effective campaigns every month.
Cleaning up your list
Email marketing tools enable you to weed out broken emails, and remove subscribers who never open your emails. This ensures you're only reaching people who are interested in hearing from you, people more likely to become repeat customers.
Don't wait for the competition to reach out to your customers. Keep your company top-of-mind, educate clients and prospects about your services, and motivate them to buy with an email newsletter.
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