E-mail 101: Remember the House List
Ian Lurie Nov 29 2006
Have you tried your old customers? Opt-in direct e-mail is still one of the best online marketing tools, and your existing customers are your best resource.
My favorite method, which I learned from Ogilvy on Advertising, is the Thank You Note: An e-mail from the company’s founder or CEO telling existing customers “We know you are responsible for our success. I want to say thanks by giving you… [insert special offer here”.
That sounds trite when I write it here, but if you mean it, it works – consumers know they’re helping you succeed. They want to know that you appreciate it, too. And a personal thank you goes a long way to doing that.
Try it: Get the e-mail addresses of 500 of your customers and e-mail them tonight. I’ll bet you’ll have 10 new orders tomorrow…
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More