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What is it?
As you'll know by now, it is important to
"touch"
your customers and prospects regularly.
Whilst that statement might sound almost lewd, it carries a lot of
weight.
Online, the obvious choice is email because it's fast, free and
extremely
efficient. Yet it is important to remember that there are many
ways to
directly communicate with your market including faxes, telephone
calls,
letters and mailshots.
I have tried this myself and and confirm the countless studies
that show
that contacting people in multiple ways really does help your ramp
up
your conversion rate, customer retention and brand
awareness.
For a
site
generating leads, a typical combination might be :
Step 1 Capture contact details via a contact
form on
the website.
Step 2 (Immediately after Step1): Email a Free
Ebook,
download, Quote etc.
Step 3 (Immediately After Step 2) : Post out a
Welcome
Pack.
Step 4 (3 Days After Step 3) : Send a Follow Up
Email,
offering a bonus.
Step 5 (4 Days after Step 4) : Follow up with a
Phone
Call
Step 6 Repeat sending emails & follow
ups.
This
is just
an example and the variations of faxes, letters, calls, emails,
mailings
are almost infinite. Yet so many people simply have a website and
a contact
form and virtually no follow up system, which is crazy because
that' just
leaving money on the table.
A lot
of
this you will know already because I keep harping on about how
important
it is to follow up. However, you might not realise how important
it is
to PERSONALISE your follow-ups or indeed how easy it is to do so
OFFLINE
as well as ONLINE.
How
many
more sales could you make if you sent your prospects a "Thank
You"
card with a personalised message inside it thanking them for their
enquiry,
perhaps with an offer or a coupon inside it?
I
think that
a lot of people don't do this because they think it will be a lot
of hassle
but they don't realise that it can all be
automated.
MKLINK offers this as a service ;-)
So you can have CD's. DVD's, flyers, mailshots, catalogues,
samples, letters,
cards and mailers of all descriptions posted automatically so you
don't
even have to lift a finger. And each one can be personalised as
much as
you like.
By
the way,
personalised mailings out-strip non-personalised ones typically by
40%,
often much more.
Obviously, what you send out is dictated by the profitability of
the prospect
or client. Someone interested in placing an order for a light
aircraft
would probably warrant more frequent and expensive mailings than
someone
considering buying stationery. (That said, don't forget the
LIFETIME value
if the prospect or client)
How
does this Link to The Internet?
The
next dimension to personalising mailings is to link them in with
personalised
URL's, or "PURLs" for short. So, if I sent a mailing to
JohnSmith
then I could ask John Smith in the mailing to have a look at
www.mklink.com/JohnSmith
for example.
All of a sudden, my conversion rate increases even higher and of
course
I can then track his activity online and personalise his
experience even
further and build a profile of him.
So
the upshot
of all this is that if you are not sending personalised mailings
to your
prospects and customers then you will most likely be missing a
great opportunity.
It can be automated so that all you do it test the results and see
the
increase in conversion without any extra effort once the system is
set
up.
If
you would
like more information about this,
just go to http://www.mklink.com/getstarted
and start the ball rolling.
'till next time,
Mike
Knight. MKLINK Internet
Marketing
Tips |