Constant Contact brought ‘em back
When customers don’t need to buy product from you every week/month, and you don’t have the cash to advertise heavily, it’s tough to stay top of mind.That was the boat we found ourselves in recently. We needed a cost-effective way to stay in touch with customers, especially those who went years between orders.
One option we had: Produce an e-newsletter. But for that to work, it couldn’t be monotonous. There had to be a reason for customers to read it.
Keep it fresh, light
We decided to test it out. To keep the newsletter appealing, we decided to send it out just once a month, keep it short and vary the topics. Example: One month we’ll send an eductional article, and the next month we’ll introduce buyers to a new product line.
But one we send out periodically has really gotte4n results – our Identification Insights e-newsletter. The subject line is “Are you the correct contact?”. Inside are just two links: Click to add contact and Click to change contact. It’s done wonders for keeping our customer list up-to-date.
As for the email strategy as a whole, it’s working great. It never ceases to amaze us that whenever we send out an email, orders will come in from customers we haven’t heard from in years.
Lynn Krenz, Marketing Manager, Mcloone.com, La Crosse, WI
