Email campaigns

The number one reason for people switching to another supplier is that the existing supplier failed to keep in contact with them.

Related Topic
Customer Relationship Management (CRM) systems

Autoresponder demonstration series

To sign up to the "demo" autoresponder series as outlined to the right, please fill in your details and select "Register"

Email campaigns and autoresponders

Email and the use of autoresponders are an extremely powerful ways of keeping in touch with clients and converting prospects.

Why keep in touch with customers?

The two key reasons are - to persuade them to buy more or upgrade and the other one is that a happy customer will give you referrals. The number one reason for companies going to different suppliers is that they had no contact from the previous supplier. Keep in contact with them!

and prospects?

Every time a prospect receives pertinent information it is going to lead them a little closer to the placing an order with you. Typically in a sale there are 7, 8 or more contacts required between purchaser and vendor, and these email contacts all add to that number of contacts - but the content must be relevant.

What is an autoresponder?

An autoresponder is a series of emails that is sent out automatically. For example they can be used to deliver a training course, lesson 1 is sent when the person registers, lesson 2 a couple of days later and so on. The whole sequence is setup once and then is entirely automatic - even the request to unsubscribe.

Perhaps the best way to see this working is to sign up to a series by filling in your in the form to the left.

There are 5 emails in this series in total including the confirmation email you will receive shortly after signing up.

My promise: At the end of the 5 emails, you will receive no further communication from this list unless you choose to sign up to another list - and of course, I will use the autoresponder series to try to persuade you to sign up again.

autoresponders or a or a CRM system?

A CRM or Customer relationship management system takes the idea of a sequence of emails one step further. By capturing the contact information into a database, full details of all contacts and also planned future contacts can be logged giving a full 360 degree view of you and your teams relationship with the client as they progress from being a prospect through to becoming a repeat customer.

Targeting is key

The email must be targeted at the right person. Above, I said "It is a powerful way to keep in touch with clients and converting prospects" - but always remembering that Prospects and Clients are two different categories. A client might like tips on how to get the best out of their product, a prospect needs the benefits explained to them. Make sure the message is tuned to the right audience and response rates will be much higher.

doesn't everyone hate spam?

Yes - if it is spam - BUT if you are passionate about cricket, you will probably read almost any tidbit of information on cricket and you will not consider a reasonably well written cricket newsletter as spam. If however you hate cricket - well you will see it as spam. It is all about targeting!

Tailoring the message

With the risk of repeating ourselves, tailor the messages

But I get so much junk?

There is a lot of spam mail around and most of it is illegal. Make sure you have spam filters turned on. In my experience those provided by major companies are very effective at reducing the amount of spam. Also, ensure that your programmer masks any email addresses you may have on your website from "address harvesting software". All reputable vendors will have their unsubscribe details on their emails so if you no longer want the email - unsubscribe from it.

The Unsolicited Electronic Messages Act 2007

This is the legislation that covers "spamming" in New Zealand and covers individuals and companies operating in New Zealand. Very similar legislation exists in North America (CANSPAM) and Europe. It prohibits the sending of commercial electronic messages unless the receiver has consented to receiving the message. There is more to it than this, but if you have either a direct business relationship with someone or they have "opted in" to receive messages.

To comply with the act, you must also clearly identify how the sender can be contacted and add on a "functional unsubscribe utility".

For more details read this article from Chapman Tripp or contact your lawyer.


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