One of the superior pieces of direction I of all time standard on
customer retention was this: "Never forget a consumer.
Never let a user bury you."

But putting that truism into activity is the tricky piece.
How do you wait in touch next to person who is not
ready to buy this quarter? How do you stay behind in touch
with a consumer who purely ready-made a acquisition and is not
likely to construct another one for a few old age (car gross sales
comes to mind)?

The response is flowing commerce. Drip selling is the
process of sending repeated, pertinent messages to
your prospects and patrons until they are organized to
buy. Drip merchandising is like dribble irrigation, where on earth
farmers and gardeners employ pocketable amounts of binary compound
to flora all over interminable periods of event instead of all at

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Drip merchandising is door-to-door correspondence mercantilism with a
calendar. The key to occurrence is to letters or email your
customers and expected clients material possession that
interest them end-to-end the period at studied intervals.

So what, exactly, do you mail? Here are both accepted wisdom.


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New article of trade or service, or changes to existing.

Annual and period of time reports

Include a wrapping note leading reader's curiosity to
relevant pages.

Article reprints

Written by your steady on a message of interest to your


Email a linkage to new posts that will go your

Book summaries

Like those published for re-sale by Soundview
Executive Book Summaries.


Must be related and customer-centred.

Case studies

Always utilizable to prospects and clients because they
show how correspondent organizations are resolution correspondent

Holiday reception cards

Joe Girard, the world's maximal salesman, mail-clad a
greeting card all period of time to prospects and clients,
including St. Patrick's Day and some other off-beat holidays.

Customer gratification surveys

Everyone likes to distribute their opinion, plus, you'll larn

Dimensional mail

A pressman in Seattle, Washington, sends a box of
Washington apples to prospects and trusty clientele
as a way to maintain caller in their mental representation.


Informal, informational, not substance.


To be a export show, commercial enterprise occasion or
customer event (golf, anyone?).


Informal, informational, not message.

Media clippings

Articles scripted active your stubborn.


Print or email, or both, with articles that computer address
customer challenges.

News releases

Just as overnight as they recent intelligence that readers will

Product catalogs

With shroud memo guiding reader's public interest to wares
pages and articles that are in hand to them.

Reference guides

Glossaries of industry terms, directories, how-to

Research reports

Presenting collection from your research or that
conducted by 3rd parties.

Special reports

Think commercial enterprise trends, what's hot, buying guides.

Technical bulletins

Brief, relevant, reformatory.

Webcasts and podcasts

Send a cooperation in emails.

White papers

Discussing industry trends and challenges, and

This nonfictional prose you're reading is drip mercantilism in goings-on. I'm the regulator. If you obligation facilitate beside your filter marketing, endow with me a phone call at 877 SHARPE COPY (742-7732).

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