So how do you stay in touch with your customers and leads in an effective way? Email servers typically filter out 90% of incoming email as being junk. The Washington State Attorney General reports that almost 45% of email received is still junk mail. The Post Office is reliant upon junk mail to keep the postage rates low. Getting a customer to friend you on Facebook, or via other social media, is an option; but not having a good message does not really help.
So how can you stand out and not be trapped as being yet another piece of unnecessary communication that your customer has to deal with each day.
- Make what you have to say be relevant to the customer. You already know a lot about your customer from what they have bought, the inquires they have made, as well as what they have told you. Use that information to put together something that you think is of interest to them. Ideally have a mixture of specific and general interest.
- Provide a ‘next steps’ for the customer for if they are interested in what you are saying. You have the customer interested, now you want to have them reach out to you. Provide a link to your web site, blog, or Facebook page, where there is more information as well as a way for the customer to contact you to do business with you. Make the offer something specific so that the customer now sees value in contacting you.
- Keep what you have to say short. You have about 5 seconds to get the customer’s interest. If it takes them more than 20 seconds to skim read then you have probably lost them.
Directly contacting a customer is often called ‘Push Marketing’. ‘Pull Marketing’ is a term used to describe where a customer pulls information from your website, Facebook page, or blog. In future blogs, will talk more about push and pull marketing. You can use both push and pull to communicate with customers. Here is a simple example:
- Set up a calendar for regular e-newsletters that you are going to send out. Plan well in advance for what you are going to talk about.
- Build the e-newsletter with short articles that highlights thinks that the customer is interested in, more general news and information, and what is planned for the next e-newsletter.
- Each article has a link for the customer to take some action on the information
- There is a historical archive of all the articles that is searchable
- There is an RSS feed to allow customers to track when new articles are available
- Allow customers to update their preferences, including opt-out
As always, if you have any questions or comments, please do let me know. I would be happy to help.