When it comes to obtaining new customers, businesses have numerous tools at their disposal on which to focus their marketing efforts. Although obtaining new customers is at the top of the list for businesses, companies must also focus their efforts on keeping customers. That’s where a solid email marketing program comes into play.

Build a List

It is imperative to obtain the name and contact information for each and every customer. There are numerous ways to go about this, but a simple and effective way is to ask them to sign up for a mailing list in order to receive special discounts or offers. The key is to provide them an incentive to give their contact info and a well-constructed offer can be very effective to that end.

Stay in Touch

A customer email list is worthless if it is not properly utilized. Regular, frequent emails or offers can keep your customers engaged and will keep your brand in front of them going forward. This can not only be effective for turning a customer into a repeat customer but can also be extreme;y helpful in obtaining referral business. Be careful to not overdo it though. Customers do not want to be bombarded with emails on a daily basis or constantly spammed. The right amount of contact will depend on your offerings, but make sure it is consistent.

Provide Value

No one wants to receive worthless emails. Any email sent to a customer must have a definitive purpose. That purpose could be to make them aware of new products, sales or other promotions. Another thing that customers may like is educational content. If you sell specialty lighting, for example, your customers may not be aware of what types of lighting are appropriate for their needs. An educated customer is a better customer, and the more you take the time to educate them and provide value, the more likely they keep coming back.

Keep it Simple

Effective email marketing campaigns need not be overly complicated. In fact, customers will only take a quick glance at any emails sent before deciding if it is worth their time to continue reading. Email titles are critical for achieving a good response rate. Titles need to be short, catchy and informative all at the same time. When writing the title, put great consideration into what you want to get across in as few characters as possible. Once you have a solid title, you want the content of the email to also be short and to-the-point. Customers don’t want to sift through a lot of “fluff” to find what they are looking for. When writing content, keep in mind that your customers have a problem and your business is there to solve it. Content that is written with this in mind will perform quite well and will keep customers engaged while showing them that your offering is the solution to their problem.

Provide the Best Service

Customers may have questions about your offerings or how to best solve their problem. A good email marketing campaign should entice customers and pique their interest. It is very important, therefore, to make sure that questions get answered promptly and that your business is easily reached. Modern consumers put great value on customer service, and are oftentimes willing to pay significantly more in order to get it. Good communication will not only delight your customers but will keep them coming back for more.

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