do
this...don’t do that
Sending Customer Emails and Newsletters
DON’T use the word ‘Sale.’ To the previous point, customers are always being sold something. If the rapport you built in the store was based on trust, then so should all of your follow-up communications. Show trust by giving them a bit of insight into the business. Statements like “xxx” are powerful. DON’T preach product features. Instead of prattling on about
DO be personal. People get enough emails trying to sell them
products or services. Take advantage of your previous his- tory with the customer to make a personal connection. Use the customer’s name or refer to their vehicle. (There are soft- ware features that allow you to auto fill in these fields from a customer database, but if you don’t have the software, do it manually.) Isn’t a repeat sale worth the extra few minutes?
product features that anyone can read from a website, pick a few features and describe how they could make the customer’s experience more enjoyable. It also helps if you can add in a little local flavor: “This navigation system has great recommendations for places to eat locally. It even shows that new Italian place that just opened up downtown.” DO give them a call to action. This is the most important
part of the communication. After you’ve helped influence their decision, tell them what to do. Whether it’s to call you for an appointment, click a link or fill out a form, get the customer to take action while you have their attention.
14 Mobile Electronics June 2014
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