You spend a lot of time and money on capturing and developing your customers. Once you have a repeat customer, your goal is to keep that customer for a very long time and grow their business with you. But as any Internet marketing expert knows, contacting existing customers can be tricky. If you do not contact customers enough, they feel like you do not care and they start looking for other vendors. If you contact customers too much, then they consider you a pest and move on to someone else.
When Internet experts talk about email marketing, they are always careful to include existing customers in their email efforts. While the approach towards marketing to existing customers is different, the end result of generating more revenue is the same as if you were talking about a new customer. Your email marketing efforts to your existing customers can often be the difference between retaining clients, and constantly replacing lost revenue.
Know Your Customers
Email marketing with existing customers is more effective when it is customized to the needs of each customer. Your sales and marketing groups spend a lot of time collecting information about each client and trying to develop effective ways for maintaining contact. The best way to stay in touch with a client is to keep them updated on the things that interest them, and that means using your marketing information to create effective emails.
This tactic includes emails dealing with updates to products your customers have already purchased, and information about products your customers have expressed an interest in. The constant contact your sales group has with your clients supplies the ongoing information your marketing group needs to create emails that matter to your existing clients.
Make Them Personal
A good Internet marketing company knows how to draw information from your clients that can be used to maintain contact with your clients on a regular basis. Your website should be filled with fun pages and effective ways to inspire your clients to give you information such as their birthdays, the kinds of vacations they want to go on, and anything else that pertains to their lives. You can use this information to send out personalized emails that let your customers know that you care about their business, and that you pay attention to what they have to say.
Customers have a certain level of concern for the companies they do business with. When you have a customer that invests in buying your products, that customer wants to be sure that your company is strong and will be around to support those products for a long time. That is why company updates make excellent emails to send out to existing customers.
You can keep your customers updated on recent successes your company has experienced, and you can strengthen the loyalty of your customer base by pointing out the ways in which your company is an industry leader.
Email marketing is a tool that your company can use constantly to engage existing customers, and grow your revenue. An email is easy for customers to read, and it can be extremely effective when it contains the kind of information clients want to see. As you grow your customer base, be sure that your Internet marketing partner is doing everything possible to maximize the power of email marketing.