One of the tactics that we advise customers to utilize is a bi-monthly or quarterly email blast. What we like about this tactic is it accomplishes four objectives:
- Keeps your brand top of mind with your customers.
- Shows you are the expert when you inform and offer valuable information to your customers.
- Informs your customers of new information regarding your business (new products, product updates etc.)
- Increases visitation to your website
We have been sending out our blast for the last four years and we have been pleased with the results. But recently we saw an extraordinary result. A prospect that has been on our email list since day one, recently received our last blast and contacted us with a $60K sales opportunity. I had a phone conversation with him about 3 years ago and the timing was not right. Our email blast was the perfect mechanism to stay in front of the customer. We have not closed the business yet but our chances look good. Now there is a good example of a prospect that came from our email blast. Even when we met he mentioned it was our email blast that caused him to contact us again.
So the lesson is email is not an old ineffective tactic, it is an extremely effective tactic that all companies can use.
