Line of Sight Marketing

One of your most important assets is your customer list. Managing this asset effectively is as critical as managing your finances or intellectual property. One of the most important things you can do with your customer list is to retain a ‘line of sight’ with each customer.

Line of sight marketing implies that the conversation with the customer is continuous and uninterrupted. When the line of sight is broken, the connection with the customer is over and the customer must be ‘found’ again or replcaed before restarting the conversation.

Because it is difficult to restart the conversation without a significant investment to locate that customer or to find a replacement customer, line of sight marketing should be a critical objective of any marketing organization. Line of sight marketing is especially important online because most initial website visitors are not yet ready to become customers.

One of the easiest ways to start the conversation with website visitors is to employ a value-added email marketing program. To launch an email marketing program only requires a smart strategy and simple-to-use off the shelf technology like icontact or Constant Contact. When starting an email marketing program, keep in mind the following considerations:

• Gathering email names is not the objective; continuing the conversation is;
• The email program must offer ongoing value to each customer otherwise customers will unsubscribe;
• The initial offer used to generate the email address should not be the only offer; each email sent must provide value to the customer;
• Email marketing will require email management software, design, copy writing and an overarching strategy;
• The cost to send email to your customer list can be as low as $10 per month or $0.01 per email sent;
• Email marketing software will include design template, tracking software, reporting and SPAM compliance tools;

If you would like additional information on this topic or a free needs assessment, please contact a Thrivepoint Advisor.

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