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Developing Relationships with Online-Only Customers

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You may create opportunities for more business by developing relationships with customers that only order online. These relationships might enable your business to help the customer with their other needs.

Here are 5 ways that you may be able to build greater relationships with your online-only customers:

The Order Confirmation E-Mail
When someone places an order from your site, they certainly expect to see key details in the confirmation email. But don’t be afraid to put a personal touch on it. This may include placing your logo in the email, choosing a “friendly” font, and also phrasing the email in a way that makes people think of the humans that will be fulfilling the order.

Also, you should add links that make it easy for people to check on the status of their order, as well as to check out your company’s social media pages.

Send a Thank You Note/Gift
Alright, we know that you may not be able to do this for everyone. But from time-to-time, send a thank you note to people that have done business with you. By doing this separately from the confirmation email, you are reaching the customer multiple times but in slightly different formats. If you can send this “Thank You” in the form of a hand-written note, or accompanied with a small gift, you may make a lasting impression on that person.

And since they are already comfortable with being online, perhaps they’ll talk about your kind gesture on their social media pages.

Cross-Promote on the Web-to-Print Storefront
Certainly, you do not want to overly distract people while they are placing an order on your online storefront. However, you may reap benefits by cross-promoting other products and services in under-utilized

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real estate. This may entail putting a banner advertisement somewhere in your site that highlights something else that you offer.

Connect via Social Media
After someone places an order, take some time to search for their social media profiles. Chances are, you will find a great majority of people on LinkedIn, Facebook, or Twitter. You can use these channels to learn more about your customers, and perhaps identify ways that you can offer additional value to them in the future. This may start by simply saying “Thank You”. Or, you could comment on or “Like” content that they have posted. Also, if you add their profiles to your CRM solution, you will provide valuable data to your customer service team and marketing department in the future.

Invite them to Opt-In for Further Communications
Does your company offer a free eNewsletter? Do not hesitate to mention this to people when they are registering to use your online storefront. If they’ve enjoyed your company enough to order products from it, they may also be inclined to receive helpful information from you in the future.

Increase Your Amount of Newsletter Subscribers

Yes, content rules. And timing is everything. Oh, and it can make a big difference if you target ME specifically. But in the end, those things are only

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possible if you have a good great database.

If you are looking for ways to build your marketing database, a very practical goal

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is to increase the amount of people that are subscribed to your newsletter. How can you do this?

Here are 10 ideas that may help!

  1. Your Corporate Website: This is where the effort should absolutely start. When people visit your corporate website, there should be a clear call-to-action to encourage them to sign up for your newsletter. In many cases, there should be a link or form built into every page within your site. However, you could also look for ways to incorporate that encouragement into your web content (for example — 000-998 would you like more tips such as the ones found in this blog post? Sign up for our free eNewsletter!)
  2. On Lead Generation Forms: Marketers spend a lot of time, energy, and money getting people to visit their lead generation forms. When people take the time to fill them out and ask for more information, include “Sign me for your newsletter” as an option on the form as well.
  3. At Trade Shows: Simply scanning a person’s badge at your booth does not exactly give you permission to add them to your newsletter subscription list. However, you should actively seek to build up your database at the show. This may mean encouraging sales reps to ask people to sign up when they swing by… Or, you could have a QR Code in your booth that directs people to a mobile-optimized sign-up page.
  4. Facebook: It truly is easier than ever to create custom tabs on your company’s Facebook page. By putting a custom tab that encourages people to sign up for your eNewsletter, you’ll be able to start developing a multi-channel conversation with folks that are interested in your company.
  5. Phone Reps: Make it easy for employees that talk on the phone to sign someone up for your newsletter via your CRM solution. Sure, they will need to ask the person on the other line for their permission. But when they do receive it, make sure that they can easily update their preferences in seconds.
  6. Email Signatures: Guess who might truly want to receive your
    EC0-232 eNewsletter? Yep, the people that are already communicating with you via email! Perhaps these are prospects, media/PR folks, former customers, or other associates. Increase exposure to your newsletter by highlighting it within your email signature.
  7. In the Waiting Room: Do you have an area of your office where people might spend some time waiting for a meeting or appointment? Use the power of print to make them aware of your newsletter. Perhaps this is done via a sign on a wall, or via a table-tent piece in the middle of the room.
  8. Encourage Current Subscribers to Share: Do not assume that just because someone loves your newsletter that they will automatically tell others about it. Add social and email sharing tools to your newsletter that make it easy for people to spread the word about it.
  9. Mention it During Webinars and Presentations: As marketers, we are all willing to pay for the opportunities to have a captive audience. During those times, we must fully take advantage of the exposure opportunities that are available to us. Did you just deliver one heck of an informative webinar or presentation? Encourage people to learn more by signing up for your company’s newsletter.
  10. Via a Tattoo on Your Face: Okay, did I get your attention with that idea? I hope so… Here’s what I mean — don’t be afraid to think outside of the box when it comes to dreaming of ways to grow your list! Do not shy away from things such as Foursquare, QR Codes, Twitter… Do not discount all ideas that involve giveaways, contests, or some other sort of gimmick. Rather, creativity may be your best friend when it comes to finding ways to dramatically growing your list.

7 Tactics to Improve Your eNewsletter

eNewsletters are a very valuable tool for reaching out and keeping in contact with your followers and clients. Many benefits can come out of this marketing effort when they are being used correctly, here are some of our favorites.

  • Company news can be shared. eNewsletters can contain all of the top news your business has been generating, important industry trends, or pertinent human resources events. It makes complete sense to have an eNewsletter to send out to your database.
  • Contact lists can grow. Encourage customers to enter their emails on your website in order to get a variety of news and bulletins in a timely manner. Overtime, a few new contacts here and there will become a brand new list of inquiries your sales team can follow up with!
  • Other marketing channels can be promoted. eNewsletter can be highly interactive, especially if you integrate your social media marketing channels. By adding a YouTube video to your that are out there.
  • Your team can be promoted. An eNewsletter is a chance for your company to exhibit some personality and to humanize your brand. Being personable and stepping out from behind the company’s curtain makes your brand more relatable to your readers.
  • Great information can be shared. A lot of valuable content can be shared through eNewsletters. Information such as industry tips, best practices, and case studies can all be ways to help educate your audience and start a conversation with them. Encourage readers to write back with questions and comments!
  • Brand awareness can be built. Design your eNewsletter to match your company’s branding and color scheme, and give it an appealing layout that won’t overwhelm the eyes of your subscribers.
  • Services can be promoted. By utilizing the sidebars or banners of your eNewsletter, you can offer promotions or additional links that you might want to steer subscribers towards. Promoting upcoming webinars, available eBooks, or related services entices readers to visit your website to learn more about that particular topic.

Your eNewsletter is a powerful asset if it is well put-together. It involves your readers and offers them multiple forms of media for them to engage in. Make it so good that your customers can’t wait to get next month’s edition!

4 Ways to Test Your Email Program

It is certainly wise for your company to continue using email efforts in your marketing mix.

However, one of the biggest challenges that marketers face is how to get their target audience to pay attention to their emails.

One of the best ways to improve the success of your efforts (whether you’re measuring by open rates, click-throughs, or a further conversion) is to test and try variations of your content and design.

Here are 4 features that you could try testing in your email program today:

  • Subject Line: If you are sending out an eNewsletter, then you have a prime candidate to try a test with. Measure the effectiveness of an email that simply says “[Company Name Here]‘s Newsletter” versus a Subject Line that describes what is in the article (i.e. “News For You: Direct Marketing Case Study, SEO Tips, and More”).
  • FROM Name: The Display Name that people see in the FROM can play an important role in their decision-making process as to whether to open and take action on an email. Are they familiar with the name? Do they associate that name with an unsolicited sales pitch or with someone who has helped them in the past? Try running a test where you send the email out from the name of someone on your staff (perhaps the CEO, VP of Sales, a Product Manager, etc.) and then measure that against what happens when the FROM displays the name of your company.
  • Image Buttons vs. Text Links: Getting someone to open the email might be the first step. But from there, you need them to take action. Try testing an email that primarily includes text links versus one that incorporates graphical buttons in the call-to-action.

Email is definitely a marketing channel that shouldn’t be neglected, you just have to be aware of which components you should adjust and track for more success!