Want to build a relationship of trust that keeps clients/customers doing business with you again and again? This tool is regularly abused by the ill-informed (and sleazy types – you know who you are). And at the same time it’s an under-utilized marketing tool.

I’m talking about e-mail. Not the kind that jams and spams (reference earlier “sleazy types”) your inbox and that of your clients.

I’m talking about e-mail that…

…gets opened

…read

…clicked-through (links to your website, online product sales page, social media sites/pages, etc.)

…and even forwarded as a referral source to client colleagues

Question: Do you send out email? How often? Is it sent via an opt-in delivery system (the optimum delivery method – more on that in another post)? Are you measuring response?

>E-mail promotions are the hidden power of business communication.<

Here’s how:

1–Effective e-mail promotions are about building a relationship of trust

Think of each e-mail as a portion of an ongoing conversation. One that establishes an acquaintance…builds credibility…and a long-term sales source.

2–Effective e-mail promotions are conversational – not hyped up sales pitches

When I write an e-mail promotion (or any copy) I ask the question: “Would I say that sitting on a bar stool?” Do your e-mails sent to your client list pass the bar stool test?

3–Effective e-mail promotions open the door to larger service/product promotions…resources…sales pages…online content and more

Some people talk too much and say nothing in the process. Those are the conversations we avoid!

Trying to do too much in a single e-mail promotion overwhelms and dilutes your marketing approach.

Build trust through an ongoing conversation – one e-mail at a time.