CRM or Customer Relationship Management is the key to your business. If you want them to remember to tell their friends about the service they got from you, stay in touch. The best way to do it is still email marketing
Think email marketing is history, think twice. According to Clutch Research’s the Manifest; 69% of businesses spend time and money on email marketing. The main goal of email marketing is to stay in touch with sold customers and to entice consumers who aren’t yet customers. Segmentation of groups is the key to connecting with different types of customers. A customer who hasn’t bought shouldn’t receive the same email as one who has. An occasional coupon or special offer again depends on the type of customer.
The more you know about your customers, the more personal your emails will become. I have several customers who always respond to my emails either by return mail of a phone call! It’s great knowing there’s someone on the other end who really appreciates the correspondence. There are others who rarely respond but when I meet them at conventions, they are quick to tell me how much they appreciate my emails.
“Email is one of the few media where you can engage with customers who have signed up to receive communications from you, says survey author Kristen Herhold. With email marketing, people have said, ‘Yes, I want to receive emails from you.’ What could be better than people who want to hear from you?
Here are the highlights of the survey:
- Businesses send a variety of email marketing communications, with product/company updates, promotions, newsletters, and event invitations. The type of email depends on your customer and how often they might use your services.
- To keep your emails alive and relevant, it’s smart to send out a variety of email communications.
- How often do you send out emails? The survey says that 32% send materials daily, (wow) or weekly 41%. The more your customers use their brand, the more frequent your emails.
- Want more customers? The best way to get them is to offer something of value.
I worked at a car dealership several weeks ago following up on their email offer. If the customer brought in the sale letter, they received a $10.00 gift card from Target. Now $10.00 isn’t much but people were delighted to get them and intended to stop there as soon as they left the dealership! The key for the dealer ship was to update their customer list, (what auto the customer was driving, how many payments they still owed, and if they were planning on purchasing a new car.) This information was turned over to the salesperson to develop a relationship.
It’s amazing how powerful a $10.00 gift card can really be!
Lisbeth Calandrino has been a Business Strategist, Trainer and Professional Business Coach for over 20 years. To connect with Lisbeth and discuss ‘what keeps you up at night’, reach her ast 518.495.5380 or at Lcalandrino@nycap.rr.com. You can sign up to receive these emails regularly or connect with Lisbeth at Floorcoveringnews.net.
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