Launching your email Campaign

So far, you've identified the top twenty percent of your customer base, and you've done some background work in preparing content for your messages. Now it's time to launch your email campaign.

The best thing you can do is remember that you have a compelling case for selling the merits of your company. So relax and take it easy.

From Little Acorns...

Begin by sending something short and sweet to your targeted customers. A simple note that tells the latest news about your company is non-intrusive and non-sales, and will help to build that feeling of trust that we all know is important. You're not twisting their arms and you're not breaking their door down.

Then take it a step further with an quick educational note in the following month. Make this a newsletter, short again, and totally non-sales-based. This is you offering a service to your customers, which again will help them to remember that they trust you.

Then, remembering that you have spent all that time gathering inofrmation about your company's best projects and collecting testimonials...

Follow Through

Create an email signature line that is exclusively focused on your area of expertise. From now on your emails should focus on awards, speaking engagements, interviews, and blog links. All of the things that position you as an expert should show up in your emails. Keep building and keep telling your story.

And as you keep building and telling, your customers will tell others. They will do this because you haven't spammed them and you've treated them with the respect that you know you should.

Your emails, for example, could be forwarded to a friend of your customer, one who needs a big contract with someone who they can trust. A journalist might need to interview a local firm with your expertise, and your email may be forwarded onto them. New contacts will naturally read your campaign, and your circle of influence will start to grow.

Every time you develop a relationship with a new contact, add them to your list.

You are selling nothing but your company and its expertise, which is what you wanted in the first place. When your customers trust you they do the selling for you.