One of our clients recently asked us about lowering their email marketing costs by closing their account, and re-opening it on an as-needed basis. They found they were only sending emails every 4 or 5 months when they had a particular sale going on, so why keep the account open all 12 months? But they’re missing something here. The bigger question is – why aren’t they emailing their client base more often?
Email marketing is so much more than just selling, it’s maintaining relationships. When you only email your client base when you want their money, you’re missing out on informing them, piquing their interest – reminding them that you’re there, you’re great at what you do and you care about their business!
Time are tough. People tend to buckle down when they see the alarming headlines reporting thousands of layoffs and store closures. That means that your customers and clients are doing the same thing. And that also means that the pool of clients you used to have is getting smaller. Don’t let those remaining loyal clients get away from you! It is more important than ever to reach out and strengthen your connection with them.
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