Marketing to Current Customers Over Email

posted by Ted on January 16, 2012

Email marketing has been a tremendous leap forward for business owners, providing a means by which existing customers and potential customers can be contacted on a wholesale level.  Allowing tracking and measuring of responses, email marketing has made it possible to market to the same prospects time and time again for no marginal cost. It also helps to increase the chances of converting brand new prospects and maximizing the efficiency of your lead generation spend. No matter what your line of business is, email marketing can be a great tool in helping to boost your marketing efficiency and helping to retain existing customers within your sales funnel.

One of the biggest expenses any business has is driving leads. Leads are the lifeblood of any business – without them, there are no sales, and without sales, there is no money.  Finding a new customer is an expensive thing to do, and there’s never any guarantee that you’re going to find new business. Existing customers are cheap leads because you’ve already paid to acquire them. The second time you sell to an existing customer, you’re halving your acquisition cost and improving your profit margins on every subsequent sale.  And there’s no easier or more cost-effective way to do that than by email marketing.

Email marketing works by sending a periodical email or newsletter to your email list – a list of prospects that have given you their email address and requested that you send through more information.  The idea behind this strategy is that you can promote special offers and give potential customers an incentive to buy as well as previous customers to buy from you again. You can also build and manage the relationship you have with your client base on a personal level, even though you are actually communicating on a much larger scale.  Rather than making money from each customer once, retaining the email address allows you to make money from each same customer once, twice, and multiple times over. This is an opportunity that would simply not be available in the absence of some kind of email marketing or mailing list strategy.

For example, say that you usually earn $10 from each prospect. By using an effective email marketing campaign, you’re instantly giving yourself the opportunity to earn $20, $30, or more from the same person for very little extra marginal cost at all. As compared to going out and finding new customers to drive the same revenue, that’s a lot of money saved on the marketing side.  This should end up leaving you with a much healthier bottom line.

Marketing through email to existing customers is one surefire way to grow your business in the blink of an eye.  Not only is it less expensive than fishing for completely new customers, but it’s also much quicker and much less of a hassle than investing more time and energy into your marketing efforts. Through email marketing, you can efficiently and readily scale your lead generation, and bring in more business for less output on a consistent basis.

Tags:email,email marketing,lead generation,marketing campaign