James Cope

Our Business Link email marketing and website conversion seminars are now in full swing, and early feedback from attendees is showing that it is a really valuable event.

The first session covers email marketing and how small and medium businesses can use it to drive new and repeat business back to the site to make it a success. The old marketing rule of 80% of your sales coming from 20% of you customers can be realised by using email marketing, moving away from the constant need to attract new customers to a greater emphasis on increasing spend from your exisiting customers.

By profiling your database to identify your best and worst customers you can use considered and targeted campaigns to reward those that are more likely to buy and become better long term customers than those that will take the special offer and run. Seth Godin, who is world reknown says ‘Focus on share of customer, not market share – fire 70% of your customers and watch your profits go up!’. While im not suggesting you do that, I would suggest looking at your database, profiling your best customers and use email marketing to target them.

There is some useful information on the newzapp website on how to conduct B2B email marketing campaigns, but the lessons also translate equally to B2C.

If you’ve not yet attended one of the seminars there are some places left at some of the venues however dates are running out, book your place at the Business Link website .If you do not manage to make it to one of these, we will be podcasting them and will have an online seminar version for you to be able to catch up on. I will post details as soon as we have it produced.

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