eNewsletters - Building an opt-in list for your Business
All businesses know that it costs a lot more money to attact a new customer than it does to retain an existing one. Yet, most small business marketing seem to forget about their existing customers. Adding an eNewsletter to your marketing mix and building an opt-in email list can help you find new customers and retain existing ones.
First off, let's make it clear that an opt-in list is not spam. It's a list of people who have requested to be on your list and have given you permission to email them relevant information once in a while. So, it's important that the opt-in list isn't abused by sending content that isn't relevant or by emailing the list too frequently. Also, you must make it easy for people to unsubscribe from your list.
Now that we've gotten that out of the way...
Finding new customers with opt-in lists
Most visitors do not become customers on their first visit to your site. They are simply prospects looking for more information. Therefore, if you don't ask for their email address and follow up with them, you're losing a significant amount of sales. After all, many experts have shown that it can take 7 or more contacts with a company before they make a purchase.Here are just a few reasons why it's important to follow up with your visitors:
- Most web site visitors don't buy on their first visit
- The visitor might be researching several products and services and hasn't made a decision yet
- Following up gives the visitor a chance to ask any questions and you can help them make a decision
- Some visitors might not have the money to buy now. But, will in the future.
- Following up can build brand awareness, credibility, and trust.
Retaining existing customers with opt-in lists
It's been said that 10% of your customers forget about you for every month they haven't heard from you. Sure it would be nice to send a catalog, flyer, letter, or postcard to all of your customers each month, but that's time-consuming and expensive. An eNewsletter is the perfect alternative.eNewsletters are easy to write and even easier to send to your customers. It saves you time and money while keeping in contact with your clients.