Fly on the E-Commerce Cyberwall

Building Relationships with an Email Newsletter
One obstacle many businesses encounter when they consider ongoing contact with their potential customers is the feeling that their business isn't of sufficient interest to customers for them to want to receive communication from them on an ongoing basis.

That thought comes from the mistaken idea that if your business is about water purifiers, every newsletter must speak about technical specifications of water purifiers. That's not the case, though. The focus on any newsletter is not to sell your product, but to build relationships with your potential customers.

In other words, you're not trying to get one sale from each person now; you're trying to nurture an army of loyal repeat customers who will buy from you again and again.

As such, instead of focusing on technical specifications of your product, you want to focus on the needs and concerns of those whose needs and concerns position them potentially to use your products.

A good example of building a newsletter around the needs and concerns of your potential customers can be seen in an analysis done in aWeber's blog of a travel planning site.
Enjoy!
Jeff

Labels: aWeber, building relationships, case studies, email marketing