Email Marketing How To: part 2

00:44 Monday Jan 30, 2012

by Terrence Bull

One of the most often over looked areas of sales lead generation is previously 'dead' leads or 'old' clients. Here is how to create new business from both - today.

Being in business you should know that "it costs 8-10 times as much to get new clients as it does to retain existing ones". If you don't know this fact, well then, you have just learnt something new.

What you may not know is that there is an automated method of retaining clients and even of making new clients out of 'dead' leads or 'old'/'historic' clients. Since this article is an email marketing how to, it is not much of a leap to guess that we are talking about using automated email marketing here.

Every business looses clients over time - some by natural attrition (i.e. the client drops dead or goes out of business) or by unnatural attrition (i.e. the client votes with their feet and just uses another business' service instead of yours).

However, in all the research we have ever done over the last 30 years, it has shown that clients do not leave because of bad products or services, they primarily leave due to a lack of communication. In fact clients can stay on years after they have been dissatisfied with the service or products they are getting simply because they have been well informed and kept up-to-date with changes being made.

The problem is that keeping in touch with clients - especially when there seems no obvious need to (e.g. 'dead' leads or 'old' clients) - is very time consuming and cannot often be justified from a time/cost perspective.

This is where automated email marketing comes in.

With an automated email marketing tool, one can set-up a series of non-time specific emails (see Email Marketing How To: part 1) to be sent out on a regular basis (e.g. every 30 or 60 days) that simply keeps a client in touch with why your company is the best choice for them and keeps your brand top-of-mind when they come to eventually make a buying decision.

We have seen clients choose to use our company 6 years after an initial contact made at a trade show. We have also seen clients who for one reason or another went to another provider then came back to us for a new website 5 years after leaving. All simply because we kept in touch - automatically via email. Cost to us - nothing.

If you want to learn more about email marketing or our Email Marketing plug-in please contact your Reseller or Woogloo for more information and a full demonstration.



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