Engage your clients and win valuable meetings and projects from your email marketing campaigns
Remember, if you have their email address you already have the relationship!
If you have a person’s email address you have had some contact with that person already (unless you’ve bought it of course… and therefore do not collect £200 and do not pass GO!). Your contact database is probably made up of customers from the distant past, active customers or people that you’ve engaged with at some point. The main point here however, is that you have engaged them, there was a mutual interest there at some point, so review those relationships and think about whether you have something meaningful to say to them!
Your business will broadly fit into two categories online. e-commerce product based sales or service based, professional services. I’m classifying social, enterprise and charities etc. all under ‘service’. Both have different viewpoints and points of engagement but I find these useful to consider:
e-Commerce Based Websites:
If you are running an e-commerce website customers may have bought from you and you’ll have some quite sophisticated information about the type of things they have bought from you and infer what else can be bought. You’re in a good spot you know you have something people want, now its time to develop and re-market to those customers. What you don’t have is a relationship with that person, so it’s likely they’ll forget you even if they love what you have sold to them. You have to have a building block to build that relationship; points 2 & 3 below will tell you how.
Service Based Websites:
When you don’t have the luxury of an e-commerce shop that offers the opportunity to collate customer email addresses. You’ll need to create a more natural tool of building your email database and understanding what your customers want. Its much more likely people will be using your website for reference after a referral, through Social Media or finding you ‘blind’ via Search Engines. In which, case the percentages are stacked against you… potential customers may visit you but you’ll be none the wiser when or who has visited unless you capture their email address. To do this, develop some content that solves a problem these customers have or even an online tool that helps users get answers to their questions. You’ll need a mechanism to allow them to access the tool, either by sending a username and password or by collating the information in a free download or access to that tool by submitting their email address to you. Both routes are great ways to target people and build an audience because you’ll start to understand what they want. You see this technique used here in this blog! and its really simple to get this setup and repeated across your website.
NB: There are more sophisticated tools to track users on your website and re-market to them. Use a tracking tool to identify that user and offer them more ways to engage with you. Ruler Analytics is a good way to track these visitors too.