If you’re a business with a fair amount of foot traffic coming through your door, are you collecting email addresses from your customers?
This is one of the simplest, cheapest marketing strategies to implement, but I am always surprised at how many independent businesses I frequent never bother to ask me for my email address. What’s up with that?
However, when I drop into most any chain store or restaurant for the first time, they want my address, cell number, email address and shoe size (kidding!)
Sometimes I give them what they want, other times I don’t want to be bothered – but kudos for trying! Obviously, by keeping in touch with me, they stand a better chance at future sales – and they just might be right!
Keeping existing customers as customers is a heck of a lot easier than finding new ones, but don’t take your customers for granted.
Sending out monthly email marketing specials, advance notice of events or sales, or just a simple “THANKS” for being a customer, goes a long way in keeping loyal customers.
If your business lacks foot traffic and/or lacks email addresses, a targeted direct mail marketing campaign can be highly effective in improving your situation.
While you’re sending out your direct mail, why not build a database of email addresses at the same time – the old “kill two birds with one stone” strategy.
Every effective direct mail campaign needs a compelling offer – typically a discount of some sort.
As an added incentive, have the recipient head to your website or landing page where they can submit their email address to receive an even better deal.
Now this prospect has moved one step closer to becoming an actual PAYING customer!
By submitting their email address to your site, they have also Opted-In to receive future offers from you via email.
Future Offers = Future Sales!
Sending someone on your email list an email marketing offer is considerably less expensive than mailing them one.
And as your database of email addresses grows in size, you’ll want to consider an email marketing system such as Constant Contact, Mail Chimp or any one of many such programs to manage your email marketing campaigns. The cost of these programs range from FREE to hundreds of dollars a month, based on your needs.
By the time you’d have to actually pay money to manage your email marketing – it will already be worth the investment!