Bulding A Customer Base Through E-Mail
Email is a powerful, time-saving tool in today\’s business world, but it can also be an unsuspected trap for people who may be unwittingly driving customers away through improper email etiquette. Email has been shown to provide the potential of retaining clients up to three times longer than other online methods of communication, but only when it is used correctly. It is an expression of trust if someone shares their email address with you. However, if you abuse that trust you may as well have thrown their email address–and more importantly their business–in the trash!
What types of information should you be gathering from a customer? An email address is probably the easiest, yet most important, piece of information you can get! I don\’t know of anyone who would argue with the idea that it is easier to get someone\’s email address than to sell a $1,000 product on the spot. By giving you their email address, a potential customer is giving you permission to contact them for free.
Email Tips for Success:
1. Be Personal in your correspondence. You will turn off potentially receptive clients by sending off an impersonal note. Most people fail to do this, and is why most people fail at customer service. Write to them as a single person. Talk to them as an individual. Dont talk to them as a group or crowd of people.
2. Use the e-mail\’s \’from\’ field to state your name. This displays that you\’re an actual person talking to actual people, and it gives that personal impression when read by your customers. By doing this correctly, you\’ll already be employing a personal angle within the body of the e-mail, so you should extend this to every part of the e-mail also. Make your e-mail personal and warm, and definitely don\’t let it look spammy. By talking about a very specific topic, they will be convinced that your e-mail is not spam. They\’ll be sure to read on and find out more once their skepticism drops.
3. Make your Subject Line Provocative. Context is big because subject lines need to hook the interest of the reader without sounding like spam. But heres the key \” If someone clicked on your ad, they already are telling you what theyre interested in. So reference that in your Subject Line. Dont just say RE: Your Contact To US. How can we help? Client Services responding to your interest is much more personal. It doesnt seem too sophisticated, but doesnt scream Spam either.
Be sure to keep each email individualized to what that particular person is interested in, and specifically related to what you are offering them. Long-term customers are just around the corner if you commit yourself to making good use of these indispensable points of email etiquette.
Anthony Flores of www.seoandppcmanagement.com is an authority in Search Engine SEO and Adwords Management Expert. Contact us with proven PPC and SEO results for attorney\’s all across the country.
