The number of ways to connect to your customer online are vast. There are a billion social networking sites to tweet, friend, like or link with them on. They can visit your website, check out your yelp reviews or follow your blog. But all these things require one thing: the customer’s active involvement.
When it comes right down to it, unless your customers are actively shopping for what you have to offer, it’s unlikely that they”ll be looking for you, which means you need to actively search for your clients and for the communities discussing your subject of expertise (also known as the product or service your company offers). But there’s another option: An E-Newsletter.
When Being Passive Aggressive is a Good Thing
If you have a blog, customers have to go to your website and subscribe to your RSS feed. If you’re on facebook, twitter or linkedin, they have to find you and follow you. And let’s be honest: they may not want to.
While your most loyal customers and brand champions will be thrilled to tote your name around on their online profiles, and that can expose potential new customers to your brand name, an enewletter allows you to retain customers that might otherwise be inclined to forget about you.
However, if when they stopped in you had them jot down their email address and you added it to your contact list, you can reach out to them. Your contact information will be right there in their inbox.
The Secret Ingredient
Of course, you want to be careful not to cross the line and become spam. No one wants pure advertising in their inbox. The secret is to provide your email recipients with something they really want–or something that captures their interest. Your email should be about 80% information, 20% advertising.
A veterinary practice might want to send a piece on preventing fleas and ticks and what you need to do if your pet gets bitten. Beside the piece there might be a coupon for a flea bath or a list of flea-prevention products or services the veterinarian offers.
The trick is to tell them someone they want to learn–teach them something for free–and then mention how your product or service can help them reach those goals even more efficiently (or with better results).
3 Responses to Why You Need An E-Newsletter
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