Owning a small business is a very time consuming task. Everyday you are presented with challenges to overcome, one always being, of course, getting more business…
Not only is getting more business important, but keeping existing customers happy and in touch with you is just as important. As you know, every customer has a certain value attached to them. Noone likes to think of it that way, but it’s true.
Now you may have customers that may only come in once and never return, and you may have customers that come in once a day, once a week, once a month etc., depending on what type of business you have.
Email lists can help you stay in touch with existing customers…AND also help converse with new ones. No one likes to be sold to. We all want to feel a part of something, and emails, when approached correctly can do this.
People want to feel comfortable with you and your business. Obviously having them in your business to speak face to face is the best way, but most times that isn’t the case. So conversing with them via email is the second best way.
Who would you buy a used car from? Someone you know, or a complete stranger? Of course someone you know. You can let customers “get to know” you by email (blogs are another form but a topic for another time!).
When you write an email that will go out to your email list, write like you talk. You don’t have to be fancy or super articulate, be yourself! I cannot express that enough. If you start an email like a college thesis, you can kiss your customer goodbye, they won’t get past the first paragraph.
In order to build a relationship with the customer and keep them on your list for future emails, they want to read something worthwhile. One of the most important things I can stress is that it’s not all about YOU. Yeah, you need to promote your business, but not to the degree of every email being about how great you are. They will make that decision on their own.
For example, let’s say you own a Greenhouse. How about sending out a weekly email with valuable gardening tips? What about a bicycle shop sending out an email about bike maintenance? A auto repair shop sending out reminders about tire air pressure as it relates to wear and fuel mileage? ADD VALUE. The more you give…the more you will receive. They will stay on your list and learn to trust you because you give them valuable info, and ask nothing in return.
In another post I will go over HOW to use the list for specific purposes, such as specials, coupons, and general promotion.