As a B2C marketer, email is a powerful relationship-building tool. Infusionsoft research shows that Word-of-mouth marketing is the most effective marketing tool, while email marketing comes in second. However, controlling word of mouth can be difficult. Here's how to collect email addresses to connect with prospects and keep current customers informed of new products, discounts, and industry news.
First and foremost, staying top-of-mind with your customers is critical for success. The web is littered with businesses that sell similar products or services to yours, so to keep connecting with your customers constantly by just updating them on new products coming into your store, a newsletter, or new blog post. Engaging them with your brand is crucial.
Secondly, research from Forrester and OpenMoves shows that "nearly a third of purchases from repeat customer initiated with an email." Best practices include targeting specific demographics by customizing your message based on past purchases.
Collecting email addresses can be pretty simple. In addition to having a voluntary sign-up form on your website, here are five additional ideas:
1. Use word-of-mouth advertising, and make sure to encourage referrals and word of mouth by keeping customers happy and offering regular sales, bulk discounts, fun contests, and exceptional customer service.
2. Ask for email addresses at the point of sale or during face-to-face events, and explain what's in it for the customer.
3. Offer a promotional price with purchase and request contact information, or ask for an email address to send a discount code on the next purchase.
4. Make every contact point an opportunity to add another person to your list.
5. Become a thought leader in your area by providing downloadable ebooks, product catalogs, and owner's manuals in PDF form to potential customers, but require email information in order to download the information.
As you start to grow your email list, remember that content is king. You must provide customers content that is relevant to what they are searching or shopping for. Successful email campaigns have one thing in common-giving something of value to the recipient. Without delivering something of value to their email inbox, they will soon unsubscribe or go somewhere else for information. Email is still one of the best, and most inexpensive, paths to conversion because when you deliver your message directly into a person's inbox, it makes things personal and convenient for them. Building an email list takes time, but with transparency, patience, and something of value to offer, this can be an excellent tool with which to increase leads, conversions, and ultimately revenue.
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