Communicate with existing customers via Email

FINDING THE CREAM

E-mail’s true strength lies in its ability to communicate with existing customers in such a way that it actually helps forge a “relationship” with them. This is because, after a certain period of time, customers will become accustomed to receiving these regular promotions and, if those messages are executed properly, your customers also will actually look forward to receiving them. As a result, these regular communications can even help build customer loyalty over time. The bulk of those loyal, happy customers that you develop through e-mail becomes stronger . . . and more loyal . . . and more profitable. Therefore, it is critical that you know who those customers are, so you can develop the best strategies to both find them and communicate with them even when they’re still at the prospect stage.

For example, I know that I look forward to receiving my e-mail promotions from Levenger when they send them. As a satisfied customer both online and offline, I don’t mind being a part of Levenger’s house file and the e-mails are always welcome. They’re promotional, yet are colorful and well-designed and are whipped together with compelling prose. The marketer in me can’t help but love the thought and creativity behind them.

A house file the likes of which Levenger manages is not created overnight, however. So you’ve got to start somewhere. And if you want to do it all with e-mail, that means you first must hunt for your most likely prospects using opt-in e-mail lists, and then strategically beckon them to become part of your house file. How? Start by defining who exactly makes up your target audience.

YOUR AUDIENCE

Based on your research and what you already know about your target market, imagine a group of your best customers sitting right in front of you. Create a customer profile that tells you about the people who will constitute your customer base. Ask questions like “What do they look like?” “Where do they live?” Regardless of whether your audience consists of consumers or businesspeople, the questions to ask also include:

• What is the age range of your customer base?

• What types of occupations, generally speaking, do they work in?

• Are they city dwellers? Do they live in the suburbs? The country?

• What is their income range?

• What types of cars do they drive?

• Do they have children? What ages?

• What are their hobbies?

• Where do they shop . . . . . . for food? . . . for clothes? . . . for household items? . . . for office products?

Well, you get the picture.