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Six Steps to Increasing Revenue from Existing Clients
You've spent valuable time building profitable relationships with your clients but have you done anything lately to take advantage of all the time and effort this took? Have you made your clients aware of all the products and services you offer? Are you generating enough revenue from your existing clients? If you answered no to any of these questions, you’ll be interested in this simple six-step process to increasing revenue.
Direct mail can be effective if done correctly, but it's difficult to track your results and is time consuming and very expensive. Web-based e-mail campaign tools offer an alternative allowing you to track how well your e-mails are doing while giving you a proactive means for responding to your audience. These tools enable you to export an Excel spreadsheet detailing who opened up the e-mail and if and when they clicked on a link within your e-mail. You can then follow-up appropriately.
Niche e-mail marketing is a highly effective way to drive revenue and empower, educate and engage your clients. This is a very powerful tool that should be used carefully to avoid scaring your clients away by thinking you are Big Brother watching their every move thus negatively affecting any future e-mails from your company.
Following this simple six-step process is a cost-effective way of reaching your clients.
The first step in creating an effective e-mail campaign is creating a branded layout for your e-mail. This is a look and feel that supports your existing brand. Something that is clean, simple and effective for reaching and attracting the attention of your client base.
The second step is creating content that is useful for your audience. You don't want to simply push out an ad about your company. You want to present an exciting offer, something that really grabs their attention.
Next you create subject lines. This is your clients’ first impression of your e-mail and your only chance to get them to click it open. You need to make sure it grabs their attention, is to the point and hits a home run.
The fourth step depends on the size of your mailing list. If your e-mail list is large enough, you should do split testing. You accomplish this by dividing your list into thirds sending out the same promotion but with a different subject line for each group. This enables you to determine how your clients are reacting to the different subject lines giving you a better understanding of which subjects are effective. This test will result in your using subject lines that ensure you get better open rates.
Now on to step five. Your e-mail content needs to be simple and straightforward. You should focus on one theme and avoid sending multiple messages within a single campaign. Your clients are very busy and get a lot of e-mails. You want to grab their attention quickly and effectively.
The final step involves frequency. Send out an e-mail once per month for each campaign. You want to create a useful resource of information, product announcements, etc that your clients will want to open every time. If you send it out too often, your clients won't open them. If they’re not frequent enough you won't get the brand awareness you need and won't create the value that comes from consistent communications which is key in building and maintaining client relationships.
Check out some of the links below to learn what other experts are saying about e-mail marketing and its benefits.
Paul Joachim, President, 540 Interactive, Inc.
