Send Welcome Emails

Remember when we suggested that you Make The First Visit Count? This idea is based somewhat on the same principle.

Your brand new customer has just discovered you and purchased from you. Within 24 hours you should send them a welcome email. Why? Because marketing is courtship.

Think about about a time when you first met someone you found attractive. You're thinking about that person and carrying around that excitement for about a day or two. Then you get a phone call, email, or a text message from that person and it makes you feel a little giddy and tingly. That's what you want to do, tingle your customers a little bit.

Here are some best practices for the welcome email:

1. First, make sure you collect email addresses from all your new customers


2. Send the welcome email out within the first 24 hours of making a new customer


3. The message of the letter should be that you are so happy to have met someone new. Thank them for placing faith in your business by making a purchase from you.


4. Put your business name in the subject line: "Welcome to The Idea Spot Family."


5. Make the letter personal; address the customer by name, and have the letter be from an indivdual (preferably you).


6. Send html emails. those are the kinds with colorful graphics and fonts in them. It's easy if you use an email service provider like Constant Contact or one from this list.


7. The jury is out on whether or not to offer a discount, award or incentive. I personally wouldn't do it, because it cheapens the whole "newness of the relationship" thing by degrading the email into a sales piece.


8. At the end of the email, include an option to "opt out" from future emails by replying with "unsubscribe" in the subject line. Then make sure you remove them from your email list.

You could do the same thing with regular mail. A handwritten thank-you card would have tremendous impact. However, that's not practical for most businesses. Save some time and some money and welcome your customers with email.

For small business marketing advice and lessons, see our other blog: The Marketing Spot

Send Emails to Your Customers

If you have a retail business and a healthy customer list you should consider sending out emails to your customers. Email marketing is often touted as giving one of the best ROI's of any marketing activity.


Why do email marketing?

1. Remind your customers to do business with you. Sometimes customers just need a little prodding. Whenever I get a personal email from one of my favorite wineries asking if I want to order anything, I almost always say yes.
2. Keep them involved with your business. Maybe you have the type of business where customers purchase infrequently. Remind them who you are between purchases.
3. Create word of mouth opportunities. When you send out important information to your customers, it gives them the opportunity to forward the email on to their friends.
4. Introduce promotions, new products or services. Get people excited if this month is "Bring a Friend Free" month.
5. Keep your customers informed. Let them know if you are now open Saturday mornings, or that you've hired a key individual. My wife recently called to confirm her appointment for her annual check up and they told her, "we're glad you called, because we've moved." Luckily she called.
6. It's cost effective. If you had to personally call all your customers or send a letter, how much would that cost?

Use a web-based system to send your emails. There are several great on-line services that allow you to send out colorful, spiffy-looking emails while only requiring you to know how to click a mouse and string some sentences together. You'll be able to send out the same email to hundreds of customers, yet it will also be personalized. Using a web-based email service also prevents you from clogging up your own computer or losing everything if your system crashes.

Which should you use? Check out this list here: Email Service Providers. I have used Constant Contact in the past, but there are cheaper services. Your cost will be determined by the number of emails you send out per month. Most services will offer you a free trial period. Pick a couple and test them out.

For some basics of email marketing, see this reference list.

Have you had success with email marketing? Share your story.

For small business marketing lessons and advice, see our other blog: The Marketing Spot
For more about our company, see our website: http://www.themarketingspot.com/