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Building
An Effective
Relationship With Your Customer Is More Important Than Automating Your
Business
Email List
Copyright
©
by John
Baril
Anyone
who has been in the Internet marketing
game for any length of time will have seen the phrase, "the money is in
the list" at one point or another. “Automation” is
another key phrase used
widely by internet marketers. Both phrases go hand-in-hand.
For
instance, many times it is said that you
need to grow and automate your business email list using an
autoresponder
service to obtain email addresses from site visitors and follow up with
them by
automatically sending out regular emails.
Is
this
really true, though?
It
depends. If you have an automated email
newsletter that you have not updated for a long time, do you think it
will be
more responsive than a newsletter that is updated very frequently?
I
highly
doubt it.
Obviously
an automated email newsletter series
has a lot of benefits. One example would be that when someone signs up
to your
business email list, they are automatically subscribed to your
messages. Your
subscribers may be interested in what you have to say and buy your
products or
services. If that happens, you just successfully converted a lead into
a customer
without doing any work at all. That’s automation.
But,
you
must build on the relationship;
otherwise the customer will not stick around. And, you can’t
rely completely on
automation if you expect to build a strong relationship. At some stage,
you will
need to intervene on a personal level, or lose the customer.
Also
be
aware that an automated newsletter will
soon begin to go stale. An automated newsletter cannot be too topical,
because
it will soon sound dated. So once you have set up an automated
newsletter
series, it is important to review it every once in awhile, update the
content
and cut out anything that is no longer relevant.
In
addition, to build a more personal
relationship with your business email list, send out a series of
broadcasts in
addition to the automated mailings, or even base your whole campaign on
up-to-the-minute broadcasts. What you write and post today will be very
topical. You can include authentic personal details about what you have
been
doing and thinking about in relation to the theme of your newsletter.
Your
broadcasts will be fresh and unique, and people will appreciate the
fact that
you are making a personal effort to keep them updated about
developments in
your market niche.
You
see
in the end, it is not the automation of
the newsletter but the cultivation of the relationship between you and
your
business email list that really matters if you want to build your
business.
Also,
what is more important? The size of the
list, or the quality of the lead? Here again, although it is true that
Internet
marketing is "a numbers game," it does not necessarily mean that the
highest number yields the best results.
If
you
can get just one subscriber into your
business each day and build that relationship with updated email
messages,
chances are you will get much better results than if you tried to get
1,000’s
of low quality leads to your list that is 100% automated that is never
updated.
Yes,
the
money is in the list, but you will only
make money from your business email list if you focus on quality list
and work
on building relationships with each of your potential clients.
I wish you the
best
of success,
John Baril
Copyright © John Baril
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