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BUSINESS TIPS-keeping in touch with customers

21st June 2010

When someone signs up for your e-mail list--whether they found you online, received a forward or referral, or they signed up in person at your place of business--it’s a sign you’ve made a good first impression. It means that a potential client or customer wants to get to know you and your business better--it means you’re off to a great start.

A great relationship is often about expectations. This is true in our personal lives as well as in business relationships. In both, the relationships that endure are the ones where expectations are not only met, but they’re exceeded.

So, they’ve signed-up. Now is the time to welcome them and set expectations for your e-mail communications. Make sure what you deliver matches the expectations you’ve set; or risk clients opting-out. Here are some tips for making stronger newsletter connections, and handling unsubscribe requests with care.

New Sign-Ups: Move Beyond the Simple Welcome
That “welcome to our mailing list” e-mail that you automatically send to new sign-ups should be more than just a thank you and a handshake. While a good first impression goes far, it doesn’t guarantee a second date. You want to use this message to move the business courtship forward and set expectations for:

·         The type and quality of content you’ll be sending (newsletters, promotions, coupons, event announcements, etc.).

·         The frequency of your e-mail communications (weekly, monthly, quarterly, etc.).

·         The name that will appear as the “sender” when your e-mail arrives in subscribers’ inboxes (generally your business name).

Forward new subscribers the latest copy of your newsletter so they don’t have to wait to see what they’ve signed up for. Put a “View Our Archive” link in your welcome e-mail and on your homepage next to your “Join Our Mailing List” box. That way, customers can see your earlier content before they sign up or as they get started.

Auto-Responders: When Hello Isn’t Enough
Some prospects require more information and education about products and services before they’re ready to buy, consider it a longer courtship.

An auto-responder sends out a series of follow-up e-mails that bring new subscribers up to the same level of knowledge as your regular readers. Automatic e-mails sent at regular intervals can cover the basics you want all your list members to know about, while issuing calls to action that move your relationship forward.

Each auto-responder e-mail should have a short, engaging, digestible chunk of information and its own call to action. Don't use auto-responders to ask for an order. Do use them to deepen your contacts’ understanding of your business and to voice clear calls to action that reinforce your connection.

Opt-Outs: We Can Still Be Friends
In business, as in life, a few relationships will fall by the wayside. Your content won’t be right for every customer forever. A few opt-outs are nothing to panic about. In fact, opt-outs are an opportunity to learn more about what your customers expect, need, and aren’t getting from your e-mail communications. Just because someone is opting-out of your mailing list doesn’t mean they’re saying goodbye to your business.

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NEIS - business training program
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