Generate Business Relationships with E-Mail

Brookseo, E-Mailon July 2nd, 2009No Comments

There are many ways of prospecting customers using the internet. One effective tool that is over looked by businesses is a simple E-Mail Campaign.

Yes, E-mail Campaigns can be an effective tool for prospecting customers. If you’re like a lot of businesses you don’t want to be a bother to your customers. What you must realize is you can use e-mail campaigns to nurture relationships with current and prospective customers. Plus, many of your customers want more information about your field.

Nurture Marketing

Nurture Marketing is a very successful technique that can be used to generate more customers to your business. It is an ongoing process of providing information and nurturing a trusted relationship with current and potential customers. It is better for customers to get information from you than a competitor or a third party site that has never stepped into your business.

Working in the medical field, I’ve found that oncologists already provide a simple form of nurture marketing when they copy various cancer related articles and give them to their patients. This is a simple example, but their patients are less likely to seek another physician if they believe they have a good relationship with their physician. Plus,

How do you run a Nurture Marketing Campaign using e-mail?

  • Select an E-mail Program. There are many to choose from. Make sure the program you choose adheres to spam guidelines and is simple to use. I’ve found many businesses with a great program that is too complex for their staff and e-mails are never sent.
  • Determine how you will collect e-mails. This is really rather simple to solve. You ask for them and collect them on your web-site.
  • Create a plan on how you want to separate your e-mail list. Many businesses make the mistake of having one large list of e-mails. Therefore, every customer get’s an email even if it doesn’t apply to them. Why would a customer who likes to barbecue get an e-mail about poaching? Don’t get me wrong, there are times you’ll want to send an e-mail to every customer. Therefore, maintaining a general customer e-mail list is still important.
  • Get Content. One thing I’ve learned is there is a lot of information available. Odds are if it interested you it would be interesting to your customer. Just remember to create content that an average customer can understand.
  • Plan your calendar. Generally, nurture marketing campaigns aren’t something you want to plan. You should send information to customer as soon as you learn about it. Basically, you want your customers to hear it from you first. I do recommend a regular monthly e-mail to ensure you remain visible to all your customer.

Maintaining exceptional relationships with current and prospective customers optimizes the effectiveness attract new customers to your business.  Nurture marketing and E-Mail Campaigns will generate new customers and loyal customers.

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