Say it ain't Spam! Seven Great Reasons to Send Emails
This month we will explore how email campaigns can help you define and extend your relationship with your client base.
1. Industry Changes that Affect Your Clients
Changes in your industry can affect clients in a wide variety of ways. Chances are that such changes will offer you an opportunity to connect profitably with your clients. The speed of change in technology, practices, laws, and regulations results in a constantly shifting playing field in nearly every industry. Use your position as an authority in your industry to keep your clients up to date on issues that may affect their interests or relationships with you. Connect with your clients and offer your services in addressing any adverse effects. Even if you don't make any sales, chances are your customers will appreciate the advice and remember you the next time they need the goods or services you offer.
2. Changes to Your Services, Products, Prices, Presentation, etc.
When your products, services or prices change, chances are these will affect your clients and that your clients will want to hear about it. Another important change that is often not brought to client's attention is changes in presentation. If the layout, navigation, or the way that your products or services are presented change, this should be announced to clients. Clients like to find what they are looking for easily on a site, so if the presentation changes in any way, be sure to explain this to clients, so that you don't lose any business out of client frustration. Always maximize the impact of your message by targeting specific segments of your client base affected by the change.
3. Holidays and Special Events
Holidays and special events are great times to send out email campaigns. These emails can announce seasonal specials or invite clients to participate in special events. Be sure to take advantage of holiday themes in marketing your products or services. Many consumers will purchase particular products or services for the holiday season or special event that they may not purchase otherwise.
4. Newsletters
If you are in business your industry is changing daily. Every industry does. While each of these changes may be of little significance to your clients, every month will inevitably bring along an item or two that you might want to pass along to your customers. The monthly or quarterly newsletter is a good way to keep your clients up-to-date.
5. Restructuring/Promotions within Your Company
If there has been any staff restructuring or promotions within your organization, this is often a good opportunity to contact your clients. Many customers will appreciate being kept informed; those who do not will at a minimum be reminded of your company and services.
6. Laws or Regulations that May Affect Your Clients
If there are laws or regulations within your business that have changed, it is a good practice to keep customers informed of these changes. If clients are impacted by new laws they will most likely be contacting you for information. Emailing information and answers to frequently asked questions about the new laws will keep clients informed and eliminate a flood of questions and confusion.
7. Coupons or Rewards for Clients
Offering periodic coupons, discounts or rewards to clients is another useful reason to send emails. Regular customers will appreciate special offers and new customers may be encouraged to become repeat customers if special offers are presented. This type of email also lends itself to giving you more information about your client base by tracking the offers and who they appeal to from your mailing list.
Important Terms
Email marketing - Email marketing is the use of electronic mail to communicate with clients or potential customers as a form of direct marketing.
Opt-in Email- Opt in email is a term used to describe the practice of giving permission to companies or advertisers to send bulk emails. As a company, it is important to make sure your mailing lists are opt-in so that you are not sending spam.
Until next time,
The TNI Team
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