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How to Nurture Customer Relationships through Email
When you start dating someone, you don’t just jump into marriage. You go on a first date, and if all goes well, you go on a few more after that. You spend time together, you learn about their interests, and you discover out what’s important to them. And if you’re lucky, the relationship keeps on building over time.
And while you aren’t dating your customers, you might as well be! You build your relationship with them the same way. You’re basically online dating. They found your website (likely through Google), they liked what they saw, and they gave you a call. After that first service call (the first date), they expect you to follow up—but the same rules apply here. Do you wait one day to follow up? A week? Or maybe you don’t follow up at all. But over time, you need build upon that relationship if you want them to keep coming back to you time and again. So how are you going to continually nurture this relationship (because let’s face it, it’s sometimes easier to get repeat business than go on a bunch on first dates)? An easy solution is email marketing.
So, What Is The Deal With Email Marketing?
Do you subscribe to a bunch of email newsletters from all sorts of companies? I know I do—this is evident from the 100+ emails I have in my inbox at the end of every day. It’s safe to assume that your customers are also subscribing to email newsletters—and you want them to subscribe to yours. To do this, you need to figure out what peaked their initial interest in your company and how you can maintain that interest over time.
So why is this important for small business owners like you? Email marketing campaigns offer a highly effective way to promote your products and services on a consistent basis. Your audience has already opted-in to receive your content. They’ve shown interest in your company, so give them what they want! Sending a regular email newsletter is a cost-effective way to ensure your company is constantly in the minds of your customers—which is right where you want to be.
Establishing & Nurturing Relationships
At the end of the day, the most important thing for any business owner is that you’re making money. But to grow your business, you need to increase the number of leads you are getting. The more leads you get, the more sales you’ll make. And this this where email marketing can really make an impact.
And it’s important to note that a nurtured lead increases sales 20 percent more than a cold lead. Yes, you heard me right. A nurtured lead increases sales 20 percent more than a cold lead, which is why a smart email marketing campaign is one of the single most effective ways to build relationships with your customers.
That’s why your goal should be to figure out what your customers’ needs and wants are, and use your email newsletter to fill the void. By sending them helpful guides, special offers, giveaways, and event related content, you’re going to prove to them that you appreciate their business and want to give them what they want—not just promote your products or services (but don’t worry, promotion isn’t something that we skip altogether! You need leads after all.). Doing so will help to develop a healthy rapport between you and your audience, and your business will come to mind when they’re interested down the line.
Relationship nurturing happens by demonstrating to the customer why you are the company that they should choose to trust. Ensure you’re listening to the needs of prospects, and continue providing the information and answers they’re looking for. Just like a personal relationship, listening to your customers will show that you’re not just trying to throw your products in their face, but offering information and advice that actually interests them. Continue sharing useful content and they will find value in both your email newsletters and your company.
Your Company + Email Marketing = Leads
Your goal shouldn’t stop at getting your readers to convert. Even after your customer makes a purchase or schedules a service, you need to continue attracting them, engaging them, and nurturing the relationship to make them a lifelong customer. Find ways to continually keep them satisfied so they turn to your company every time.
I may not be an expert at first dates (or even second dates for that matter), but when it comes to establishing and maintaining a healthy, long-term relationship, I’m your girl. And that’s exactly what you need for your email marketing campaign. If you want to brainstorm ideas or need help getting your newsletter off the ground, we can help.
About The Author: Katie is an Organic Team Lead at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
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