And while new sales are great, we can’t emphasize strongly enough the value of repeat sales. Too often, businesses focus only on the initial sale and forget about the lifetime value of a customer.
Keeping in touch with customers on a regular basis via email allows you to generate repeat sales which can be up to four times more profitable than the initial purchase.A good email marketing campaign will increase the frequency of repeat purchases from your existing customers.
- Up-sell and Cross-sell Products and Services
“Would you like fries with that?”McDonalds makes billions of dollars every year from this basic up-sell.When appropriate, email provides a great opportunity for you to up-sell and cross-sell your products and services.For example, if you run a website that sells tennis gear, someone purchasing a new tennis racket might also be interested in tennis balls and other accessories.
By using simple email marketing software, it’s easy to create a series of email messages (called ‘Auto-Responders’) that will automatically follow-up with offers on tennis balls, tennis shoes, tennis clothes and so on.
- Gain valuable Feedback from your Visitors
Customer feedback is an invaluable tool for any business. This feedback allows you to determine:
1. What products and services to provide
2. who to target
3. what the market is willing to pay
Email in particular provides your customers with a unique opportunity to give honest feedback. Unlike face-to-face interaction where people can be shy about voicing their true feelings, email allows them to get right to the point. By using email as a feedback tool you can adapt to what the market wants and improve your business.
- Drive Web Users to Make Offline Purchases
Email marketing is often a catalyst for web users to go and make a purchase offline. When surveyed, 59% of email users said that they have make a purchase offline after receiving an email promotion.
Sometimes a user will find something they want online but they need it straight away and can't afford to wait for delivery. Other times, the product might need to be demonstrated (like a treadmill) and they want to see, touch and feel the site. If you run a conventional offline business you can use email marketing to drive foot traffice through your door.