Email Marketing is a Powerful Tool for Building Customer Relationships

Email marketing is one of the most powerful tools at your disposal to build relationships. Don't immediately blast email subscribers with sales offers. First, build credibility and a relationship, so they feel like they know you.

First, you have to build a list. Then, drive traffic to an email signup form either in your place of business or on your web site.

Your email signup form should ask for a minimum amount of information:
o Name
o Email address
o Optional: One other qualifying question pertaining to your target market

Then, create an email or series of emails to establish your expertise, build trust and segment subscribers for appropriate offers.

3 tips for creating your emails:
1. Provide real value in messages
2. Segment your list
3. Deliver targeted, relevant offers

Provide real value in messages
(Be sure to include what to expect from the email series in the coming days/months.)

You can focus on trends and opportunities, details about your business field, educational information, inspirational messages, announcements, etc. Tell a story, give a brief history about you, or convey a customer's story which may interest your readers.
You can include a valuable resource in your emails so they aren't just hype and you’re not just trying to sell to them. Is there something you can give them free? A download? A valuable tool that pertains to your market? Be creative.

Qualify email subscribers to segment list
You can further fine tune your message to qualify subscribers based on (fill in the blank for your business). Examples: Do you need to know their regional preference? Do you need to know what budget they have to spend? What types of products or product line are they most interested in?

Here's an excellent spot for a survey! Have them answer a few questions about themselves to help you give them the right offers or information so you can send highly relevant information.

Deliver targeted, relevant offers
Based on the responses, you can create sub-lists within their main list. Use these sub-lists for targeted campaigns.

Offers to entire list
In addition to segmented mailings, you can send regular messages to your entire list. Ideas include:
o New items / offers
o Announcements / Updates
o Educational content
o Third-party offers from trusted associates/partners who have items/products that might interest your subscribers.** This can be a great opportunity to partner with like businesses by emailing your list and splitting the proceeds with the other business.

**Be very careful with this one. Only you know if your customers will be open to this type of offer.

RESULTS
If you've cultivated a list of people/customers who know you are for real and who find value in what you have to offer, a high percentage of your business can come from your email list!

Ciao for now! Paula
PaulaBonelli.com
MarketYourBizOnline.com