E-mail 101: Remember the House List

Ian Lurie

As the holidays approach a lot of clients are asking me where they can find new customers.

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
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

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