3 Simple rules for writing emails to clients

There are a few simple principles that every good sales person knows well:

  1. Stay in touch with your customer
  2. Secure renewals BEFORE contracts expire
  3. Customer is king so be nice to your customer

Easy right? I thought so too. Which Is exactly why I found this email, from a big name supplier, so shocking.

Emailers to Avoid

The language is so tough it’s almost threatening – a reasonable explanation for why the IT team that received this was so antagonized. They didn’t say anything to the supplier, but they’re already shopping around for a vendor that actually values their business.

It’s not uncommon to see big companies treat little customers badly, or with very poor response times. You’re probably familiar with the experience; you don’t qualify as an “Enterprise” client, so you won’t easily get a real person to talk to you. It’s a fine line, and crossing it means lots of disgruntled customers.

As a small business these are great opportunities. Good customer service and non-threatening emails, are great ways of winning & retaining clients, even against bigger competitors. If I were their competition, I’d be chasing this email mistake with a campaign talking about flexibility & friendliness.

Perhaps the lessons from this email are the most obvious ones:

  1. Apply the 3 simple sales principles when writing emails to clients
  2. Don’t threaten your customers (even indirectly)
  3. Incent rather than penalize your customers for staying with you
  4. Only state the facts, don’t commit to something you don’t know
  5. Invest in your customer relationships, because if they don’t love you they’ll leave

A guide to writing great Contact Forms

Contact form statistics infographic

Click here for full view

I was preparing to write an article about great contact forms, but stopped dead in my tracks. Victor has created a brilliant infographic that provides plenty of statistical data and practical insight into what should and should not go into your contact form.

Please don’t take it as gospel. As with all such data, you need to perform your own A/B testing and see what actually works for you. Hopefully this will provide you a good starting point though.

An example of great content marketing by Hamleys

This is an excellent example of content marketing. Pun intended. Hamleys knows precisely what it clients enjoy, and is happy to give it away for free.

Stories being told to children at Hamleys

They keep the kids entertained, buy some incredible good will, and all but guarantee some repeat sales.  After all, what child can sit in a toy store listening to stories for an hour without buying anything?

It wouldn’t surprise me if every parent that got this was planing a trip. I know I am.

Offline ‘content’  marketing is just as powerful, if not more so, than its online counter part. If you know your audience well, developing content that gets attention will be easy.

Yes, it will require you to invest upfront and there is some risk. But hopefully cases like this will help you convince your stakeholders that investing in content is worth its weight in gold.