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
once.
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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.
Announcements
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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
customers.
Blogs
Email a linkage to new posts that will go your
readers.
Book summaries
Like those published for re-sale by Soundview
Executive Book Summaries.
Brochures
Must be related and customer-centred.
Case studies
Always utilizable to prospects and clients because they
show how correspondent organizations are resolution correspondent
challenges.
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
something.
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.
Emails
Informal, informational, not substance.
Invitations
To be a export show, commercial enterprise occasion or
customer event (golf, anyone?).
Letters
Informal, informational, not message.
Media clippings
Articles scripted active your stubborn.
Newsletters
Print or email, or both, with articles that computer address
customer challenges.
News releases
Just as overnight as they recent intelligence that readers will
value.
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
guides.
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
solutions.
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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