Whether we mean to or not, we all check our phones, emails and inboxes with a certain amount of anticipation on Valentine’s Day. Whether it’s from a partner, family member or just an old friend, it’s nice to know someone’s thinking of you on February 14th. This goes for your customers as well. Just because you’ve already won their custom doesn’t mean you shouldn’t make them feel special every once in a while.
Regardless of the size of your company or the industry you sit within, existing customers form the core bulk of your income. Keeping them happy should be at the centre of everything you do. According to Marketing Metrics, the probability of selling to an existing customer is 60-70% compared to the probability of selling to a new prospect at 5-20%.
Not only are you more likely to win business here but it’s likely to be of higher value too. That’s because you’ve already won the trust of your customer, leaving them more comfortable to part with a higher amount of cash.
One way to ensure both the current satisfaction of your existing clients and their return custom is through email marketing. Whilst it isn’t wise to clog up their inbox, and they certainly aren’t likely to appreciate the hard sell, sending the occasional, well thought out email can improve your relationships and boost your profits simultaneously.
Firstly it is important to thank your customers when they’ve made a purchase. Whilst it might not improve their love life it’s polite and it puts their mind at rest that the transaction went through successfully. Secondly, customers appreciate being kept in the loop about the delivery process of their item. We’ve all been in the reverse situation where we’ve eagerly awaited a parcel and simple updates regarding its dispatchment and shipping will be well received.
You can also use this opportunity to enlighten your audience on complementary services they may not be aware of, or to include images of products they might be interested in, based on their recent purchase or activity within your site. Further down the line, a discount on their next purchase doesn’t hurt and as always all emails should be personalised and written in a tone of voice that is both professional but friendly.
Obviously new business is important, in fact essential for growing your business, but take care of your existing customers and this will take care of itself. Word of mouth and recommendations from your happy client base will see you maintain a steady flow of enquiries. At the very least you might manage to put a smile on their face this Valentine’s Day.
By Ben Austin, CEO of Absolute Digital Media.
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