It’s pretty well accepted that finding new customers is more expensive than keeping the ones you already have.
Which is why it’s vital to get contact information from your customers/clients when they first come in contact with your business.
These days the most vital detail you can get is their email address.
When a customer/client purchases a product/service you have won the battle – but not the war! Your interaction with them should not be a dead end at this point.
You should always welcome a new customer/client and with email marketing technology you can easily have automated emails that feel like personal emails. At this point you could even include an offer, discount or special to immediately upsell to your new customer/client.
Then there are a raft of ways that you can optimise your relationship with your customers/clients and keep in touch. How often you touch base all depends on your product/service.
If you sell big-ticket items that people don’t purchase frequently, you should schedule your emails in the same way – infrequently. Just enough so they remember your brand (perhaps in case a friend of theirs is in the market to buy), but not so often that they feel the need to unsubscribe.
And if you sell less expensive or repeat purchase items you can touch base a little more regularly, perhaps to let them know about a special or a new product.
Email marketing is quite cost-effective and quick to setup. You can prepare your emails and then schedule them to send at a time that suits. You can even track what articles or content are the most relevant to your audience but reviewing what links they click on.
Email marketing can go a long way towards retaining those important customers/clients, but just make sure you do it right!
My 6-week Marketing Kickstarter workshop covers email marketing in more depth, so if you’d like to be a little clearer on what you do with all the email addresses you collect, sign up for the next workshop!
The Marketing GP team has an extensive range of skills and experience, covering every element of what we do; marketing and communication.