E-Mail Marketing Is The Rule, Not the Exception

There are two sides to email marketing. First, you can use email marketing to turn leads or prospects into paying customers or clients by leading them through the sales process at their own pace, and keeping in touch with them until they're ready to buy. That's the one way that most internet marketers use email marketing, but there's another very powerful method that most people forget about, and that is keeping in touch with people that have already bought from you or already tried your service, and making them repeat customers or referring customers by keeping the relationship going after the sale. This kind of "value added" approach can mean huge results for your business.

What Is An Email Worth?

A client who sold higher end mailboxes had teamed up with a handyman service that would install them and they got $25.00 per sale. They had roughly a $15.00 cost per customer through pay per click advertising, and approxamately 10% of their customers purchased installation through the handyman service. By sending out an email after the sale to customers who hadn't purchased the installation service when they bought their mailbox, they increased their installation sales by about 5% with no additional out of pocket expense. That was an extra $5000.00 per month in revenue that they had been losing just because they didn't follow up after the sale.

Someone who has already bought from you and had a good experience is much more likely to buy from you again. They already trust you, already are comfortable with the process, it's much easier to bring them through the sales process the second time than it was the first. Any type of consumable product should be followed up on, any product that requires maintenence should be followed up on. Any information product should be followed up on as new information or relevant information becomes available. There are many, many opportunities for repeat business that are very rarely seen, let alone acted upon, simply because most of the attention paid to the customer stops after the sale is made.

The Big Deal About Emails

Everyone gets spam these days, and while you may not be as bad as some people are with 35,000 unread emails in their inbox, if you've had your email address for a while, you probably get a lot of unwanted email. We have a few rules we follow in regards to emails at Insight that go beyond the CAN SPAM Act of 2003, and keeps the emails our clients send out being opened and read and not just "junked" with all the others. First lets briefly lay out what the law says:

  • No False or Misleading header information.
  • No Deceptive Subject Lines
  • Tell them it's an advertisement
  • Tell them where you're located.
  • Give them an easy way to opt out.
  • Handle their opt out request quickly
  • Make sure you're in compliance, even if you're not sending the emails.
  • Each email is a seperate offense punishable by fines up to $16,000.00

So how do we keep emails from being just more noise in your mailbox? To start off, we only use double opt in email addresses, which just means they have to get the first email and click a link to confirm they want to recieve emails from you. We also take advantage of emails that they're expecting to recieve to really communicate with the customer, like giving them a way to give us feedback by filling out a short survey inside their order confirmation email, or letting them know what and when they should expect to hear from us at each point of contact.

The real point of all good emails is to build relationship.

The real point of all good emails is to build relationship. Yes, that probably sounds kind of old fashioned for an information age business, but all good communication builds and strengthens relationships. At it's most basic level, marketing is just informative communication that builds customer relationships. The goal is to sell the company, and then sell the product or service, and after that sell the price. Great marketing doesn't stop after the sale, but keeps the customer informed each step of the way until the next sale.

Marketing as relationship building may be a foreign concept to most businesses, but the leaders in every industry communicate effectively with leads and prospects and walk them through the whole process managing their expectations and letting them know what the next steps will be and when they will take place. Automating the process with emails saves your company time and money and allows you to deliver a consistent message to each and every customer, every step of the way.

For more information about what email marketing can do for your business, give us a call or fill out our online information request form and we'll contact you to schedule a meeting to discuss what Insight can do for you.