Email Marketing Success
What’s your biggest challenge besides getting new business?
What’s the reality: It’s impossible for you and your staff to make a face to face visit every year, let alone 2 or 4x per year. Even calling each one of your clients per day is tough.
Most businesses are not unique, in that the same basic product or service is available elsewhere. A large percentage of them (85-95%) offer similar prices the table. Most relationships with clients start out “hot and heavy.” They were drawn by promises of great prices, excellent service, wide selection, ability to come through in a crisis, and other. But over time, many customers fall through the cracks. Some repeat customers may purchase only one of what you’re selling when they could buy more. Need can drive them to buy more, or come back. But salesmanship is more important for long term success. And the web is your point of contact for your new media sales team.
One of our clients, an insurance broker, increased their up sales of car insurance, health, life insurance, short term disability, long term disability, boat insurance, key man insurance, business insurance and more to customers who previously only purchased one or two policies. The same tools that helped boost up selling helped reconnect them with past customers, an important revenue source considering the research shows the insurance industry typically has a 9% annual attrition rate.
Do the math. What’s the attrition rate in your business, your industry? What’s your average sale? What if you could combine a reversal of that attrition rate along with an increase in up selling? Your website and integrated marketing plan should be doing that. It should be helping you grow, and retain your client base.
Testing groups, variable analysis, multiple offerings, comparisons of text vs. graphics, spam filtering, analysis of repeat customers, special offerings to best customers and much more are part of any such search engine optimization or web strategy. A monthly “Blast” that some companies send out, hoping people buy, can’t be can be supported scientifically, nor is it a good use of your money.