E-mail Newsletter Marketing

If you’re not into E-mail Newsletter Marketing - sending out e-mail newsletters on a regular basis - it’s very likely that your visitors soon forget about your web site. The web is a crowded place and everyone is fighting for attention. Unless you rank #1 in Google for your most important keywords you need to make sure you reconnect with former clients and visitors to bring them back for more sales/conversions.

It is a well known fact in basically any business that it’s easier to sell to someone who’s already a client than to try to convert just any encounter into a sale. Most offline businesses know about this and good marketing and sales departments never let go of an existing client. The easier conversion comes down to your knowing some very important things about your clients:

they’re interested in what you’re selling (unless you disappointed them the first time) they have money to spend they already know what you’re selling, so no introductions are necessary they trust you because you have history and they know about your business Second-best to clients are the people who have visited your web site without buying something. They’re technically not clients, but they have shown an interest and that goes a long way. Compare it to someone walking into a real-world store – they wouldn’t be in there unless they were interested one way or other, and even if you don’t convert them the first time, the second or third might be the charm. Sometimes people have to visit you a few times before you can convert them to clients – bringing them back builds familiarity, which is close to trust (this is one of the reasons why you see the same ads on TV hundreds of times, especially for new products).

Purely online businesses most easily reconnect with existing clients through professionally-looking newsletters. But make sure that visitors and existing clients voluntarily sign up for the newsletter – people who don’t sign up aren’t that interested in your business anyway, so don’t worry about them. Sending newsletters to people who don’t want them creates frustration and it will tarnish your brand.

In short – when you don’t follow an initial encounter with additional information later on, you let a valuable prospect slip from your grasp. In order to be effective, you need to design a follow-up system, and stick to it.