The Good News:
More businesses are taking email-based customer retention and incentive programs seriously.
The Bad News:
The most common mistake many of these business owners make is that they use weak, uninviting offers when building their email list – offers like “sign up for our email newsletter” or “join our email list”.
Now, think about it. If YOU were your prospect or client would YOU accept that offer? Probably not – ’cause all you can imagine is your mailbox filling up with similar limp, weak, useless offers that don’t do anything for you.
There’s so much garbage email floating around now that your clients and prospects will guard their email addresses like they’re gold. And you know what, they are. They’re gold to the business that respects them and handle them with care.
So how, exactly, do you do that?
- You’ve got to reassure your prospects and customers that subscribing to your email list means they’ll only receive top quality, highly targeted information, savings offers, and support.
- You’ll need to provide concrete evidence of the huge benefits they’ll get if they’re on your list.
The most effective way to accomplish this is to marry a high value gift with an enticing follow up series of lessons all delivered by email.
For example a real estate agent might offer:
- A report delivered online: 3 Price Killing Mistakes Most Home Owners Make When They Sell Their Home
- A course delivered by email: 7 Secrets To Getting The Maximum Price When You Sell Your Home (The Insider Secrets Of A Property Investor With 18 Years Experience)
We’ll find out how to create a follow up system later in another post.
Now, when these real estate prospects sign up for your email service, it’s clear that you’ll be feeding them high quality information and resources – stuff that they can really use to make their lives easier, better, and more profitable.
And, of course, you’re gonna keep that promise.
You need to give your prospects and clients a massive incentive – one that will get them excited about sharing their contact details. It’s the only way you’ll be able to follow up with them, build trust and credibility, and educate them about all the real benefits of doing business with you.
Remember your clients are “your orchard” and you need to “fence them in” (protect them, their privacy, and their time), fertilize them (give them the great information, educate them), and cultivate them (with great offers that enhance their lives), and harvest them (sales to your business). It’s a system that’s worked for thousands of years.
Now you can make it work for you.
