The key to any successful business is a steady customer base. A typical business earns 80% of its revenue from 20% of its customers, but it’s easy to neglect loyal patrons in pursuit of new business. Don’t make this mistake. Reach out to your current customers and they are likely to shop more frequently and could become your best sales tool.
Creating a database and using it to stay in touch with your customers serves two purposes:
- It reminds your most loyal customers why they like you.
- It gives less frequent visitors a reason to return. It might be the difference between a return visit and a lost customer.
Collect email addresses.
As part of the relationship process, ask customers for their email address. As long as you have their permission and avoid overuse, E-mail can be a powerful and inexpensive marketing tool. For more information, read our article How to Start an Email List from Scratch.
Contact them on a regular basis.
Keep your name, phone number, and service on their mind. Consider sending birthday cards, seasonal postcards announcing new products, or special holiday offers.
Create value after the sale.
Don’t lose touch with your customers. Build a relationship with them. People like to do business with people they trust. And more than that, they like to work with people they like.
Be up front with your customers about your privacy policy.
Make good use of the data they willingly provide.
A customer database can be an exceptionally valuable tool.Once set up, it is relatively simple to maintain and can pay off with improved customer loyalty and increased sales. Watch for next month’s newsletter to learn how to start an email list.
Learn how we can help you with your email marketing needs by visiting our Email Marketing Services page.