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There are many tactics that make marketing
to your existing clients easy, affordable and effective but one of the
most successful is an e-letter campaign. Our business sends an e-letter
to all of our existing clients, vendors, collaborators and many
potential clients every month with excellent results---we generate
additional business after each issue is distributed. However, unless you
plan to follow two cardinal rules of marketing this is not the right
approach for you. Rule
#1: Repetition. I Repeat, Repetition Sending
email marketing or an e-letter on a regular basis is a great way to get
your message out there. As with all marketing, success is contingent on
your commitment to delivering the newsletter consistently. You can
decide the frequency of your letter by how often your customers make
purchasing decisions in your product or service line. A dentist may
deliver an e-letter quarterly with great results while a hair salon may
want to deliver monthly. Whatever frequency you decide on, you have to
commit to it and follow thru.
Rule #2: Write Something Worth
Viewing Crafting a meaningful message and
supporting your brand with great graphic elements is imperative. Your
email campaign can offer expert advice, entertaining features and even
special discounts or offerings available only via your
e-letter---preferably a combination of features. If you don’t have
someone on staff that can write and produce your material, outsource it.
Quality counts and you want every marketing tactic to positively support
your brand.
If you think email marketing may be
right for your company do some research, review your marketing plan and
then get right on it. Remember, your current clients are potential new
clients that another company is working hard to win over.
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