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The competition begins, and never ends.
"There
is little doubt that e-mail still is the leading customer retention
tool in the marketer's online shed." - David Daniels, Jupiter Research
at DMNews.com
Some years ago as a sales rep in college textbook publishing, my
challenge was to persuade college professors that my product fit their
needs and was necessary for their success in class. But I learned
quickly that once I succeeded face-to-face, the competition had only
just begun. For as soon as I left the office, one of my competitors
slipped past and took my seat in that office while it was still warm. The competition may begin in a sales call, but it sure doesn't end with the "close."
Customer service, retention and satisfaction require the same
competitive edge as a sales situation. In terms of marketing, you must
develop a plan to market your business to existing customers.
How do successful businesses build loyalty and retain customers? They are doing it via email.
Specific to customer retention, how does your email message compete? Consider:
- Your subject line vs the Inbox clutter | READ >
- Your creative copy vs others emails from within your industry | READ >
- Your email strategic plan vs the competition | READ >
- Your email vs the various filter systems | READ >
A T-chart comparing pros and cons can help you compare marketing strategies and make some informed decisions. SAMPLE T-CHART >.
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