In today's world, "Don't Blink" marketing tactic and nanosecond technology are not just becoming the norm - they are here and now. We have the power to provide information and gross sales tools to our clients with the click of the Send button. And we can do this 24 hours a day, seven days a week. The opportunities are mind-boggling!
But so are the pitfalls. If we allow ourselves fall into the trap of trying to move at the speed of sound (or approximately it), we quickly lose sight of our core values and what is most important to our business: our clients.
So how do you nurture and get to know your clients in that fast-paced world? We have the chance to use email marketing as a positive tool to gain client confidence and information. If you do email marketing correctly, the client will receive the specific information he or she was looking for, and you'll gain valuable insight into your client's needs. If you keep hit Send with information they don't need or want, you'll see your clients opt-out in rapid succession . Let's look at ways you can encourage your clients to opt-in to your email campaigns, without asking overmuch of them or sacrificing your desire for more knowledge about them.
1. Make it easy for clients and leads to register. Create your forms so that they are easy and don't require a deal of time to fill out. Are you going to call or email your clients or leads? Ask for their preferred method of contact. in that way, you'll be reaching dead set them in the manner that they want, not what you want - and you'll be demonstrating respect for their time and preferences Do you really need a company's physical address? Perhaps you only want a location so you can determine where interest is coming from geographically. Don't invite the whole address if you don't plan on posting anything (this is an email prospecting tool after all). Customers are giving you their information and unsuspecting you to give them what you say you will. Give overmuch and you've broken their trust. Too little, and, well, they will quickly become fair and move on.
2. Give your clients control of what they want. Just like building a traditional CRM database, you want to be able to segment into lists of who wants what. Did the client sign on to receive HTML newsletters or just information in Rich Text format? Do they want your weekly e-news blasts or just promotional specials that are declared randomly. Keep track of the information that your clients are requesting so give them what they want, when they want it.
3. Get personal. Always personalise your emails. This could be right down to the recipient's name at the beginning of the email. Or it could be information in the lead of your email that is specific to the client's business, needs, and interests. Ultimately you will increase the value of your email's substance if you can demonstrate that you are talking directly to the recipient.
4. Give them something every single time. Perceived value can go a long way toward building great client communication and loyalty. Make sure each piece of communication offers something of value to your client. Is it an insider's tip on the latest innovation? Or perchance a special promotion alone for your online clients? Whatever the offer, be it medium of exchange or informational, your clients must comprehend a value in it, otherwise it's worthless to them and you're just wasting their precious time.
Email database CRM is really no different than traditional client dealings management. Your ultimate goal is to know your clients' needs. By gathering this information in a way that they choose however, you have the power to build trust and confidence with your clients at the same time. And this will allow you to build a loyal following as well.
