Keep New Customers Coming Back to Buy More!

Selling to customers who have already purchased from you is always an easier sell. Here are 6 ways you can use email to keep them coming back.

1. Highlight an offer in your headline
   Offer a special discount, free gift or rebate. Make sure the offer has an expiration date. Time and again, it’s been proven that more people respond to an offer when there’s a limit on the amount of time they have to do so.
2. Emphasise benefits, not features
   Features are what the product has. Benefits are how it improves your life. The “7-horsepower engine” in a snowblower is a feature. “The horsepower to clear 10 inches of snow from 40 feet of sidewalk in 20 minutes” is a benefit. If you have an important, valuable benefit, you want to put this in the headline instead of an offer.
3. Put a P.S. in the email
   The P.S., that little afterthought at the end of a letter, is often read even before the body. This makes the P.S. a good place to reiterate the offer or main benefit.
4. Make your emails personal
   Always use the customers name in an email. Be aware of your customers needs and recognise them. Here are some examples of how other businesses do this: A flower shop sends birthday and anniversary reminders to its customers. A shoe store tells a customer that a new line of pumps, similar to what she always wears, just came in. These efforts turn email into a customer service tool and your customers appreciate the extra attention and service.
5. Keep them informed
   Auto-responders help keep you in front of your customers. This will make them more familiar with you and more comfortable with your business.
6. Join the “club”
   Say you own the Hillcrest Gourmet Foods store. Don’t refer to the people on your email list as customers. They are members of the “Hillcrest Gourmet Club.” Provide membership cards, recipe exchanges and private sales. Your customers become stakeholders in your success.