In our last blog post, we talked about the importance of growing your own email list – a pool of warm contacts of people with whom you’ve had some kind of contact.
And the reason is so you can stay in touch with people who have shown an interest in your business. Some may have bought from you already, and some may not yet be ready to buy, but could be in the future.
Either way, they are worth keeping in touch with. Customers may well be interested in buying from you again, or are well qualified, having dealt with your business, to refer your company to their contacts.
And prospects are just that – prospective buyers who may just have a need at some point, and who could equally turn into valuable referrers.
So, assuming you’ve adopted a policy of growing your warm list of contacts, how can you get the most out of it?
Create content that they love, they need and they enjoy
So, if you’re tempted to send them the latest product offer or news that you have appointed a new member of staff, have moved premises, or got a new website, just wait there a moment. Ask yourself “so what?” what’s in it for them?
Your message needs to give them something they’re pleased they’ve received.
Think about how best you can build relationships with these people – the more helpful advice and topical content you can send to them, the more those relationships will flourish.
People rely on word of mouth, trusted referrals, and strong online credibility when they’re making buying decisions much more so now than ever before. It’s your job to be that voice of authority in your chosen specialist field.
Mix it up!
How do your customers and prospects behave? Do they like video/audio or podcast content? Would they prefer pictures to words. If you can mix up your presentation style a little, you’ll maintain interest, and give your prospects the information they need in the way they prefer to consume it.
It’s worth trying different approaches to see what works, and to broaden your appeal.
Traditional advertising, direct mail and direct selling are the promotional tools of the past. What people need is well presented, helpful information that’s easy to digest – meeting people’s needs on their terms.
If you can fulfil that purpose, you’ll pull people in to your company, they’ll tune in for more and be hungry for your next instalment. Ultimately you’ll have yourself a warm list of contacts that need you, that rely on you and love what you do!
Make that your aim and you’ll be on the right track.
Coming soon – HTML vs text only emails – which out performed the other by 332% in our recent split test?
If you enjoyed this blog you may like to read our recent post – Email Marketing – it’s not a one hit wonder! It expands on the subject of sustained communication campaigns.