More than an Accessory? If you are anything like me, you have always viewed email as a sort of supportive component to a website. I send emails back and forth many times every day, and I view them as an accessory- something that makes the whole outfit (website/product) look better. However, as I dig into my own research, I am finding that my accessory can quickly become as important as the entire outfit itself!
Slow and Steady Think about it- you have a database full of email addresses in the palm of your hand, and you can use them to speak directly to your customers or target audience. When someone visits your website, they may not buy your product or service right away, but if they leave you with an email address, then you now have the opportunity to develop a relationship with them- whether it is a personal thank you for visiting the site, a link to more information about products, a blog about your particular industry or a monthly newsletter packed full of useful and valuable information. All of these can help you gain credibility with your potential customer, and when they are ready to part with their money, they know the trade off will be worth it.
Returning Customers What about customers who have already bought your product or service? If they have purchased something and they are happy with what they paid for, odds are, they are going to refer you to their friends. By sending emails to past customers, you are not only keeping them interested in new, exciting products/services/events, etc., but you are emailing them information that they can EASILY forward to their friends and family. I am much more likely to purchase something that was referred to me by someone who has tried a product than to blindly buy something without knowing the results. Once you have spent the time and money to gain your first customer, it is much easier to have them return- with friends.
If you email everyday anyway… You might as well use it to benefit your business. Send your emails with more of a purpose, and make it a point to gather more contacts and email addresses. Let your customers and prospective customers get to know you. Trust you. Recommend you. Give their money to you. And have a smile on their face while they do it.
