If you are an old hand to the marketing game you already understand how important a strong and growing mailing list is for the good of your business. You don’t need me to tell you! If you are a newbie, however, you may be sitting here thinking, “What is all the fuss about? My properly optimized, beautifully formatted and easy to use website should be enough to keep my products or services going out. Why do I need to solicit a mailing list?”
There are multiple answers to that one. First and foremost, the best kind of customer is a repeat customer. Repeat customers will visit your business over and over again, be among the first to give your latest products or services a try and, most importantly, they will refer their friends to you. Repeat customers are an invaluable asset in the business world. The difficult part is turning a one time buyer into a full time customer.
Your mailing list is going to be the best tool you have to accomplish this. Your mailing list is the list of individuals that you can contact regularly with news concerning your business, which means that they are going to be the first to know when there is something unique going on with your business that might attract inspire them to pay you a visit. Through your mailing list people will hear about: New services New products Specials Sales Major events New locations Product recalls Staff changes …and anything else related to your business.
You can see why having a strong mailing list would be a vital part to building a growing business. Let’s say that you have a customer who signed up for your mailing list and made a purchase from your site, then never returned. Now let’s also say that you come out with a new line of products that meet their needs perfectly. Being the savvy businessperson that you are you have prepared a special bulleting for all the members of your mailing list telling them about the extent, purpose and availability of your new product line. This one-time customer happens to check their e-mail and sees this notice from you. They agree that your new product line will be perfect for them, and they come in and make a purchase.
They are now a repeat customer-a repeat customer you wouldn’t have had if they weren’t on your mailing list. Mailing lists are also an excellent opportunity to turn non-productive leads into productive ones.
Unless you know the secret to turning every single browser that comes to your site into a sale you are going to have far more visitors than you do customers.(And if you know that secret you need to be the one writing this book instead of me!) The simple fact of the matter is that you cannot make everyone happy, all of the time. There are always going to be visitors to your site that are looking for something in particular and simply do not find it. After all, no one’s inventory is large enough to hold (literally) everything! The good news is that if these people came to visit your site it was because there was something about it that appealed to them. Maybe they were looking for something in a specific genre.
Maybe there is something that you carry that they want, but they were able to find it at a lower price somewhere else. Whatever the reason, there is something about your business that they liked and it’s up to you to capitalize on that. If you can convince these customers to opt-in to your mailing list, even if they don’t make a purchase, you can send them news about your own products and services regularly.
Sooner or later there’s bound to be something that they’re interested in, and boom! Suddenly that idle visitor is a customer, that can become a repeat customer, that can bring in other clients. There are countless other reasons to grow your mailing list, but product promotion and your profit margin, generate interest in your products and services and turn your business into the raging success you want it to become!
Author Resource:
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