Email your lists frequently

Tip #3 — Make A One-Time Customer Into A Lifetime Customer

The difference between the customers who buy from you one time and those who buy from you multiple times is oftentimes the amount of communication they receive after their initial transaction.

Even if your customer had a great experience with you, you are likely to fall to the back of their mind if they don’t hear from you for a while. If they receive follow-up emails from you, it’s an entirely different matter. You'll be on their mind and you will likely create a lifetime customer after you consistently deliver.

We call this “front of mind“. It's a term similar to the credit card industry term called “top of wallet“.

I highly recommend that you implement a system of ongoing follow-up notices to your customers. If you don't, you'll be out of sight and out of mind. There are many other businesses out there that are vying for your customers' attention and they'll get the customer that you once had.

It should go without saying that you should treat your subscribers (who may not yet be buyers) similarly. It's hard–but not impossible–to revive a “cold list”.

Caveat: Don't let the list grow cold in the first place.


Tags

email list, email marketing, List Building


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  • Hey Bill,

    Great tip! Do you find that optimal email frequency varies by niche, audience or a combo of both?

    Thanks, I’m a newbie list builder 🙂

    • As with everything, “it depends”. I’ve found it more important to be consistent than anything else. For example, when I email every day (my preference), I get very few unsubscribes. But when I go from mailing once a week (or once a month, if that, in some of my sites) to once a day, I get a bunch of blowback. I reckon it goes the other way too.

      I just read an email from one of my mentors (he doesn’t know this), James Altucher, where he summarized the concepts that led to and contribute to the continued success of Mimi Ikonn and her husband Alex. One of the keys he mentions is consistency:

      Mimi said, “if you are going to put out a video once a week, put it out once a week. Put it out the same day each week if you can. Don’t do once a month. Don’t do random. Your audience starts to anticipate and look forward to your shows and knows when to expect them.”

      The same goes for other “message delivery”.

      Here’s a link to the post – it’s a good one:

      Mimi Makes a Million

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