Maintaining a customer database can be very useful to your business, it’s worth remembering that it’s much easier to sell your products and services to existing customers, than find new ones. Therefore it’s important to maintain a dialogue with people you have previously done business with, as it’s a good way to inform those customers about promotions, new services and new or updated product lines that they may be interested in.
Your website should feature a newsletter sign-up form to encourage visitors to register for your newsletter, but don’t forget your offline marketing and customer contact points. The more you spread the word about your newsletter and inform customers of the benefits of signing up, the more readers you’ll get.
Try asking for customers email addresses when they purchase a product in your shop, or include an newsletter opt-in when they purchase a product online. Don’t forget to make sure customers understand why you’re asking for the information, they’ll then be expecting the newsletter.
Maybe you already send out a printed catalogue or special offer leaflet to your customer base, but why not offer special incentives to those customers that sign-up for the email newsletter. For example: You might want to point out that the best offers get snapped up by email subscribers because they get to see your promotions before the printed catalogue reaches other customers.
Offering special incentives to email subscribers “adds value” to your newsletter and will ensure your email gets subscribers who are more likely to read and value the broadcast.
Make the newsletter useful and don’t abuse your marketing list by sending out newsletters too often. Ideally you want your newsletters to be targeted to the individual as much as possible as this will ensure the products and services included are relevant to the recipient. Relevancy will help you maximise the sales achieved via the newsletter, so it’s worth putting in the effort when you’re creating your email campaign.
Remember: It’s very time-consuming to grow a customer database so make sure you don’t abuse your list, as the unsubscribe link is always only a click away!
Sketch used under Creative Commons from 10ch