The main reason a company begins a list marketing campaign is to increase sales. Most people understand that right away. But the best way to go about list marketing usually eludes most brick and mortar businesses. Rather than create "an auto-responder" that "SELLS," the best use of list marketing involves a long-term approach designed to increase interaction between the prospective customer and the company website, where the actual sales are made.
Think of your customer lists as large groups of people who have some level of interest in a situation that your product or service can solve, then the messages in your list marketing plan must provide more information that these types of people will need in their process of making a buying decision. If increasing sales is the primary goal of your list marketing campaign, then the primary purpose of list marketing is to drive your subscribers back to your company website where an eventual sale (or sales) can be made.
Understand that your list marketing is a long-term, sequential communication, where you send short emails containing questions and information about typical consumer concerns, and include a link to the relevant page on your website that contains the exact information your consumer is seeking. If your company website does a good job of providing well written, informative content, then the consumer will most often see value in your emails and will be willing to continue to receive them.
Do not just "sell" all the time in your emails, maybe just one in every 5 emails at most. What you want is the subscribers on your lists to remain engaged, and this will only occur if they see value in what you are sending.
It will always be a big temptation to sell in each message, but that is the very thing that will drive people away from you. Ultimately, it's all about balance. Sell too often and people will leave. Sell too infrequently, and you won't be making any money.
Think of your customer lists as large groups of people who have some level of interest in a situation that your product or service can solve, then the messages in your list marketing plan must provide more information that these types of people will need in their process of making a buying decision. If increasing sales is the primary goal of your list marketing campaign, then the primary purpose of list marketing is to drive your subscribers back to your company website where an eventual sale (or sales) can be made.
Understand that your list marketing is a long-term, sequential communication, where you send short emails containing questions and information about typical consumer concerns, and include a link to the relevant page on your website that contains the exact information your consumer is seeking. If your company website does a good job of providing well written, informative content, then the consumer will most often see value in your emails and will be willing to continue to receive them.
Do not just "sell" all the time in your emails, maybe just one in every 5 emails at most. What you want is the subscribers on your lists to remain engaged, and this will only occur if they see value in what you are sending.
It will always be a big temptation to sell in each message, but that is the very thing that will drive people away from you. Ultimately, it's all about balance. Sell too often and people will leave. Sell too infrequently, and you won't be making any money.
About the Author:
You can visit The Internet Squeeze, a blog written by Joe Manausa for traditional brick and mortar businesses. Joe's writing is prepared for business owners and leaders who know they must evolve their companies to make better use of the tools and systems on the internet.
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