Following on from Gill’s comments about marketing, I wanted to share a few thoughts about email marketing. Many people throw their hands up in horror and view it in the same way as junk mail but targeted correctly, it can be a really cost-effective form of communication.
As an alternative to buying in lists of cold prospects, look at your existing customer base - use emails to retain customers not just acquire new ones. Tell them what’s going on in the industry and alert them to any press articles or events you’re involved with (not forgetting links to the details of course!). Use it to reinforce your marketing messages and build a relationship with your customers, taking the opportunity to cross sell products and services at the same time. You can also use email to say thank you when someone purchases something from you, providing a good way to open up dialogue about other products you offer.
Above all, be consistent with your message and think about the person you’re sending the email to – we’re running an in-depth session on email marketing at out conference in November, for more details click here
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We recently published a guide to email marketing for independent advisers, consultants and coaches. It's written for us by web and email content strategy experts, and although it is slanted towards the use of our email marketing tools - which provide subscribers with ready-to-use articles every month - it's full of good general advice and is free to download from the link on our home page at http://www.theadvisersedge.com
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