When Do You Stop Sending Emails ?

Seems to be with each post I make I get another enquiry about email marketing. Which I love.

The latest contact came from Gabriela who lives in Brazil.

Yes…

Brazil.  (I have always wanted to go there !)

Now Gabriela asked me, “What I do to turn a Prospect into a Customer ?”

By definition a Prospect is someone who is ‘Interested’ in your product or service but has not yet bought.

If you remember last week’s message from me  these are the prospects who  would be in the Awareness/Considering stages of the buying cycle.

Here is the Ladder of Loyalty to look at again.

  • Advocate;
  • Client;
  • Customer;
  • Prospect;
  • Suspect.

Ladder Of Loyalty
Ladder of Loyalty

To answer Gabriela I first need to highlight that any business should seek the Name and Email Address of all prospects and contacts to a business.  Every person who comes into contact with a business should be captured (their contact details I mean) and placed into a category or list.

This is Marketing 101.

Once this is done you can continue to offer them relative information to their needs.

Keep sending them information and solve problems for them.

Don’t think of selling them anything for awhile just keep servicing them with relative information.  This could be tips, techniques and ways to improve their way of life.

I am not saying don’t offer them something to buy because you should.  It would be wise though to offer them products and services which relates to why they have been in contact with your business.

When offering them a product or service make this as a bonus to the email content.  i.e. “By the way here is a great product/service which will help you more.”

Gabriela understood the principle about emailing etc. and then asked another question: “But when do you stop sending emails to these prospects ?”

This simple answer is…

“You Don’t !”

The answer to this question for salesmen fifty years ago was…

“Until They Buy or Until They Die. “

In other words, Never cease to contact prospects.  People are always in different buying cycles – so keep marketing to them.

As long as you have an easy method for people to unsubscribe keep emailing them.

I have people on my lists I have been emailing for 7 years and they have received 1000+ emails.  They will remove themselves if they wish.

Marketing and advertising principles have not changed much over centuries.

The more you advertise the more you sell.

Just advertise to your prospects what they have indicated they needed.

To finalise today’s message…

People Buy From Friends.

So don’t make your emails all about the corporate angle.

Be friendly, be personal and be approachable.

After all, don’t make it hard for people to give you money.

Believe In Yourself

About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt

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