Marketers' today have to upscale their performance in the marketplace. The media platforms are changing rapidly and at the same time, consumers being flood of information, having problem to allocate the relative information they seek.
We as marketers need to look for new ways to communicate effectively with our customers. One of the most common ways people communicate today is via Emails. Thus, a lot of trash comes into their inbox; we need to find the way to increase our presence and to motivate our customers to read our emails.
The first step is to have a mailing list filled with customers who have said "yes" to receiving information from us. But having a mailing list itself is not enough, we must have defined targeted customers; whom we will address suitable offers, the one that will move them to action at the right time.
There are several ways to collect emails from out potential customers; at every interaction with your customers and prospects, you should ask for their contact details. You can wrap it up with loyalty program, which has its own benefits. Tell your customers that as members of your club, they will be the first to be notified of a discount, there will be unique offers only for email members, etc.
Networking is key to success – where ever you go, keep in your mind that it is all about mingling. Mingle with your customers at your store, at community events, at trade shows and business fairs, and when you do so – ask them to fill up a short questionnaire and add their email address.
Another effective way is to use your social media friends, ask your followers and fans to sign up for your email alerts. Explain that the email will contain useful information related to your business; you can motivate your friend by saying that the information at the email won't be available elsewhere.
Leverage your existing connection and offer them incentives when refer your email to others, for every new email coming from one of your members, you provide a special gift for referrals.
Building a good mailing list is most of the time not a matter of number, but a matter of quality members. You must be careful not to be too much busy bringing people to sign up, without paying attention to the relevancy of their interest. You have to be very clear with your messages, after all you want to promote something, whether it is a product or an idea, you want your mailing list members to move to action, this means you have to be very focus on your target audience. Remember – quality list is the key to success.
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Tal Ben-Moshe is a founder and CEO of Wise Way (www.wiseway.co) an Israeli based branding and marketing consultancy. Reach her via tal@wiseway.co
