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‘The cost of capturing a new customer is conservatively said to be 7 times that of developing an existing customer’

All too often we forget about the precious resource we have spent a huge amount of money and time, building and growing – that resource is our existing customer database. We need to balance our marketing dollars to include existing customers, not just focus on new customers.

When was the last time you aimed a marketing campaign to include your existing customers…

Too often we are bombarded with the hype of advertising for new customers, whether it be in the form of Radio, Television, News Print or even a bigger Yellow Pages ad than your competitors, all at the expense of your existing, already paid for loyal customers. Customers who have gone through the decision making process of deciding to buy from you on a previous occasion, found you to be trustworthy and have found you to be someone they can count on.

Customer surveys often suggest that your customers didn’t buy from you a second time because they were prompted to buy as a result of you competitor’s marketing and forgot about you.

What are you doing with the hundreds and sometimes thousands of customers who you have already spent advertising dollars on and who liked you enough to do business with you? We need to utilize this resource, we need to keep in touch with our customers to keep the association of our products foremost in their minds. Surprisingly it is this group of customers that are missed when it comes to marketing campaigns.

Customer’s don’t care how much you’ve got to sell them until they know how much you care about them and with the advent of the internet, Email has become the most cost efficient means by which to keep in contact with and care for your existing customers.

One major benefit of Email Marketing – It’s personal to your customer

Simple steps to setting up a successful Email Marketing campaign

1. Start collecting every customers email address with every sale
2. Say hi to your customers once a month via Email. Generally no more than this or you risk annoying them, unless you have a valid reason for contacting them.
3. Always have a reason for the Email, a discounted, product on special or an upcoming event are great reasons to touch base.
4. Offer something free in every Email, perhaps a tip, technical advice or invite them to the showroom for a coffee.
5. Ask for feedback by occasionally including a very basic survey or a call to action prompting your customers response. Your customers will usually be thrilled to offer their opinion.

‘If you give, you will most likely receive’

There is a theory at work here – by always giving something to your customer, whether it be free but useful information, a special discount, or free gift, your customer’s nature is to return the favour by coming back to you.

You are actually building and maintaining a relationship with your customer, such that when the customer needs similar products again, your company’s name is the name that springs to mind, not some other company vying for your customer’s loyalty and business, hopeful of another impulse buyer.

Hope you enjoyed the read. Here’s the skinny:

$200 bucks, absolutely free…

Order an eShout marketing campaign before the 17th of February 2010 and we’ll give you $200 credit toward your next campaign. To claim the free $200, all you have to do is post a comment explaining in 200 words or less why email marketing works for you.