Tag Archives: email marketing

What is Relationship Marketing?

relatationship marketing Did you know that as little as a 5% increase in customer retention can increase profits by 25% to 95%?

Did you know that it can be six to seven times more expensive to acquire a new customer than it is to retain a current customer?

Oh, and get this, did you know that referrals among repeat customers are 107% greater than non-customers?

With these types of statistics, it’s no wonder that “relationship marketing” has become the new buzzword of marketing. You see, the goal of relationship marketing is to increase customer loyalty, thus reducing costs and improving profit margins.

O.K. Enough with the corporate speak. This month my posts are going to focus on the broad topic of relationship marketing and how entrepreneurs and small business owners can use this strategy to grow a thriving business.

Relationship marketing grew out of the direct response marketing campaigns of the 1970s and 1980s, according to Wikipedia. It’s focus is on customer retention and satisfaction. Relationship marketers understand the long-term value of a happy client. And, with today’s barrage of of options, people are expecting … and getting … more out of their relationship with the companies they do business with.

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Keeping In Touch Is Crucial for Service Professionals

“Success comes from taking the initiative and following up.” ~ Anthony Robbins Although a retailer can get by without following up after a contact or sale, a service professional really can’t. Remember, it is far less expensive to keep a client and get repeat business than it is to find […]

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Get Their Name and Follow Up: Opt-In Boxes & Autoresponders

sample optin box It has been said that if you don’t have a list, then you don’t have a business. So, how do you collect prospect’s names and market to them through your website?

You have an opt-in box that collects their names and email addresses and loads them into an autoresponder.

In this post, I’m going to concentrate on the design aspects of these two key parts of your website.

The Opt-In Box
Your opt-in box should be prominent on your home-page. It should be “above the fold” — that is people should have to scroll down the page to get to it, and it should stand out from the rest of the page.

Now, there are some exceptions to this rule — as in cases where the home-page’s primary purpose is not to collect prospect’s names — but, for the most part, these rules hold.

Most of the time, the opt-in box is on the right-hand side or in the center, and is either on the top of the page or just below the header graphic.

The less information you request — whether or not it is required for opt-in — the more opt-ins you will receive. Most common is asking for the name and primary email address. (Obviously, the email address is always there and always required.)

Another consideration is how you will indicate what your “ethical bribe” is. You should describe it’s benefits to your target market in words (short, pithy bullet points are best). You can also include an image of it — this sometimes increases opt-in rates, but you should test that for your audience.

First, let me make sure we’re all on the same page of what an autoresponder is. An autoresponder is a script or service that sends out pre-determined emails when certain actions — that you determine — occur. Autoresponders add a layer of automation to your business, freeing you from having to manage and send out emails manually. They also help you stay compliant with the CAN SPAM act.

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Top Tactics for Building a Profitable Opt-In List

build If you are going to be successful in marketing your business online, you will need to build an list of potential customers who opt-in to receive your marketing messages. But how do you do this?

This is the larger topic I will be covering this month. But first, I thought I’d start off with a little primer of the top list-building techniques you can use to build a profitable opt-in list.

1) Build trust in who you are and your expertise.
People may opt in to your list if they visit your website and see that you have an attractive “ethical bribe” in exchange for their name and email address. But if they, once they’ve received your ethical bribe, have no reason to believe that continuing to stay on you list is of value to them, they will opt right back out.

Therefore, you need to be constantly working on illustrating that you know your stuff and are a valuable resource. You do this by providing relevant information in a wide variety of places:

  • Your blog
  • Article directories
  • Forums
  • Social networking sites

and more. Work on your “aura of expertise” and your opt-in list will become more and more valuable to you.

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E-zine FAQ: I have a small list. I dont need to test, right?

Wrong! Testing is always smart. Even with small lists, testing an A version against a B version can give you good information. “A/B testing works as a perfect canary in a coal mine,” Pat Peterson, VP-technology, IronPort Systems, told BtoB magazine, adding that you can test with even one or […]

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E-zine FAQ: Is It Really Worth It to Publish An E-zine?

Only you can answer that. If your business is already bursting at the seams with customers, you probably don’t need the increased business an e-zine will deliver. If however, if you’re interested in building stronger customer relations and would like to market effectively, at very little cost, e-zine publishing might […]

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