There are 4 ways of using Email marketing as an essential part of your marketing mix.
- Lead generation. Getting low-cost exposure for your products and services is the first vital element to a highly successful 80/20 marketing process.
- Your sales process. An 80/20 sales process educates your customers and prospects on why they should buy from you and why they should continue to buy from you over and over and over.
- Your follow-up process. If you want a stable, thriving and growing business you need to keep educating your customers and prospects and following up after the sale.
- Getting referrals. The ultimate reward you get for educating your customers and prospects and over-delivering with service and value is having your own private outside army of very happy people who will be thrilled to refer you to others.
Email marketing starts with a well-maintained customer database that includes your customers and prospects Email address.
One of the most valuable assets you can have in any business is a well-maintained list of prospects and customers who trust you and are willing to purchase from you repeatedly and recommend you to their family, friends and associates.
Unfortunately, almost every brick and mortar business I visit ignores this asset.
Ask yourself this: How many businesses that you visit in the course of a week never make any attempt to capture your name, Email address, phone number or mailing address?
It costs a lot of money [actually a lot more than most businesses realize, but that will be a subject for another article] in advertising and expense to get a prospect or customer to walk into your place of business, to call you or visit your website.
You need to capture these leads and follow-up with them otherwise the value of theses leads is wasted.
Plus, by setting up an autoresponder, any small business can send an email to every prospect and customer automatically.
And by utilizing 80/20 Marketing and Sales you enter all the contact details you want into your autoresponder and it can follow-up with your prospects and customers with 80/20 targeted messages automatically for weeks, months and even years.
IMPORTANT POINT: This method should not be confused with spamming. Every one of your prospects and customers will choose to be on your email list and can get off at any time simply by clicking on an “unsubscribe” button in every email you send.