Following up with past customers

Janet · 01-02-2006, 09:52 PM

We are a relatively new website venture. However, we have been lucky to have had a few hundred customers try out our hosting services so far.

Can I send these customers a follow-up email? If so, what could/should I include in it? I would like to thank them for trying our service, etc. But, what else do you think? This wouldn't be considered spam since these are previous customers, right? Would I need to include some type of opt-out message from future mailings?

What service would you recommend for bulk emails?

Michael Allison · 01-03-2006, 01:21 PM

Aweber comes highly recommended for mass emails and lists. I think it costs something monthly, though.

Many web hosts have auto-responders with their servers. I think these are ok to get started.

The short answer is yes, email lists can be a powerful money-maker. Building a relationship with your customers is a very good thing for many reasons. But, be careful not to waste their time with irrelevant spam. Also, be certain to make it easy for them to opt out of any future mailings.

-Michael

etech-peter · 01-04-2006, 03:24 AM

It would be a good idea to send a follow up mail to your customers thanking them for trying out your service. Keep the message short and to the point so it should not be considered spam.

You can also write a promotional offer about one of your other products in the form of a follow up letter. Since they have already done business with you they are more likely to trust you and buy something from you again.

Marcel · 01-09-2006, 11:37 PM

First of all, you need to sit down and decide what you want to accomplish by sending an e-mail to your customers. Do you only want to thank them? Do you want to offer them something newer/better/cheaper? You don't wanna send the e-mail only for shits and giggles, so what's your goal with it?

Personally I would send it and thakn them for their business, then take the opportunity to offer them a trial to come back, or something of the sort. Try something that's even better than your public offer, make it a one-time special only available to select former clients. Make them feel special about receiving the offer. Of course, do include an opt-out link and make sure it works.

etech-peter · 01-12-2006, 05:08 AM

Your message should also contain an opt-out option where the receivers of the message have the option to be removed from your mailing list.

Also consider personalizing your message by using the recipients' names and ensuring that the information they receive is actually something they have indicated that they have an interest in. Make sure your message contains compelling benefits to the readers.

wrmineo · 01-12-2006, 06:00 AM

From a CRM aspect, doing a follow-up and thank you email can be very powerful. But, as stated, you should have a very clear, concise and defined message you intend to send. Do not send a thank you and then try to sell more services in my opinion - that's not a thank you, it's a sales pitch.

If you're wanting to send more than a mere thank you, maybe build a survey or feedback form to include prior to sending - thank them for their current patronage and offer them the opportunity to help you define your mission and goals by submitting feedback.

Either way, I think you're on the right track - think it out before shooting from the hip.

Vespahosting · 01-15-2006, 08:44 PM

this is good tips i have a hosting company and always am trying to make it better asking for clients input is a very good way for doing it

Thanks for tips great forum

JohnG · 01-17-2006, 08:34 AM

* Are you spamming if you mail to your existing customers?

The better question to ask is, what reason do you have to believe that your existing customers have any reasonable expectation they will receive any email from you as a result of their buying a product or service from you?

Looking at the specific site, the sign up form specifically requires that a customer provide her email address.

The sign up form gives no explaination as to why the site owner requires the customer's email address.

However, the site does have a statement in the How does it work section explaining that 5 days before the posting period expires you will send out a renewal notice.

The only statement the site owner makes about what the site owner will do with the customer's email address is that:

"Information you send to us will never be shared. We respect your privacy."

Based on this, can it be reasonably presumed that a customer will receive marketing email of any kind from the site owner?

I would suggest the short answer is No.

Why? I appreciate many marketers believe that when a customer purchases a product or service from them and provides an email address, this gives the marketer implied consent to send the customer marketing email to that email address.

However, this is "opt-out" marketing.

How come? Because the marketer gives the customer no choice. The site compels the customer to provide her email address during the sale process.

The customer has to opt-out from receiving further marketing email from the site owner.

In short, you don't have "affirmative" or "express" consent to send your customers marketing e-mail. And a thank you email will ultimately wind up with a pitch for customer's to use the site again and so be a commercial email.

What can be done?

* Existing customers

Send an email to existing customers asking permission to send further marketing emails. (Ensure that the process is closed loop opt-in.)

* New customers

Add a pre-ticked check box with a disclosure statement above the click button on the up-load page. In the statement tell customers something like "Yes, I agree to receive the site's e-zine [insert brief promo] along with marketing emails. Please send me an email so that I can confirm my request."

Use a closed loop subscription process to verify the subscription request.

If someone unclicks the 'pre-ticked check box' do not send them a confirmation email.

As an alternative, after the person clicks the "confirm uploads and checkout button" the person is taken to the merchant processor to pay.

When the person completes the payment process, take the customer to another page on your site giving the customer the option of subscribing to your site's e-zine.

Also, create a subscription panel allowing people to subscribe to your site's e-zine on every page.

Use a closed loop subscription process.

* Privacy Policy

Publish a site privacy policy and stick to it.

Finding a service provider.

You can use a server side solution, or a web based solution.

If you don't want to send email from your own server and are looking for a provider that will handle both your transactional emails and your commercial email, including giving you the option of posting collected data, providing you are prepared to only use confirmed (aka double) opt-in through a secure closed loop subscription process, I would suggest http://www.bighip.com.

(I acknowledge a bias. I use that firm's service for one of my e-zines and am happy with the service.)

Some have suggested AWeber. Good service, but I believe AWeber will require that you use their panel to collect data, which may be a hassle given how your site is set up. However, I am not sure, so you may want to check them http://glube.aweber.com.

(That is an affiliate link.)

Trusting these comments are of some value.

John

Janet · 01-17-2006, 09:28 AM

John, thanks for the thorough analysis. I appreicate your insight.

Since this original posting, we have decided against sending out emails. We are thinking instead of sending snail mail, thanking them for their business and including a promotional magnet or something along those lines. I am going to hand write the envelopes to make it personal and not mass produced. We have a few hundred customers, so this will take some time to do, but I feel it will have a larger impact than an email. Hopefully, they will stick the magnet on their refrigerator and think about us the next time they list an ad in their newspaper.

This is going to be a ONE TIME mailing. We do not have any type of regular newsletter or ezine planned at this time. Maybe in the future. If we do, I will definately keep your advice in mind.

I don't believe we need an opt-in for a one time 'thank you' note.

JohnG · 01-24-2006, 06:40 AM

Quote:

Originally Posted by Janet

...

I don't believe we need an opt-in for a one time 'thank you' note.

The basic rule is simple. Sending unsolicited bulk email is "spamming."

The issue is not content, but consent and whether the mailing is in bulk.

What is bulk? Sending the same message to more than one person at the same time.

(I acknowledge differences of opinion and ultimately you would need to touch base with your web host. In this case, one key arbiter would be Net Access Corporation, since they are providing co-location facilities to your host. Under the terms of service for Net Access, it prohibits "the transfer of an unsolicited message to individuals (spamming).")

Some marketers argue that when the recipients are customers, express or affirmative consent is not required; implied consent will suffice to send bulk email.

Email delivery experts will tell the marketer, rely on this approach at your peril.

Also keep in mind these two points:

* The CAN SPAM Act of 2003 tells us that if we send a commercial email without affirmative consent, among other things we need to include a clear and conspicous identification in the message that the email is an advertisement or solicitation. Why? So that recipients can easily filter unwanted commercial email.

* Some may say, "hey, I just want to send a thank you note by e-mail to all my customers at the same time," thanking each one of our customers for using our service and reminding each one of our customers to think of us in the future when he/she has a need for our service.

What's the big deal? None, if only one company sent out a couple of hundred e-mails. But, if everyone followed this practice, what then?

Hence the simple rule, "spamming is unsolicited bulk e-mail" and within the context of this rule, it is not prudent to rely simply on the existing relationship with your customer to claim consent.

Trusting this helps.

John

P.S. In your case, given the size of your customer base and the objective, I agree that sending "snail" mail makes more sense.

Janet · 01-24-2006, 01:02 PM

As I stated, I have decided AGAINST sending emails and will be sending a one time thank you through snail mail. That is what I meant by saying I didn't think I needed an opt-in for that.

I am fully aware of the CAN SPAM act as it relates to emails, however, I am not sending emails.

Are you saying that companies need an opt-in for snail mail as well as emails?

Michael Allison · 01-24-2006, 01:21 PM

In my opinion, most people who give out their email expect spam. If it's from a business you have already given money to and they are saying thanks, I seriously doubt anyone would view it as spam.

A one time email isn't really spam, except by the strictest definition.

I would just be sure to include an opt out at the end of the email.

(I know you aren't going to do that, Janet, just making a point.)

As far as snail mail, you don't need an opt in. It's $0.39 a crack, though. If you have hundreds of clients that will get expensive fast. That money could be spent more wisely, I think, to promote your site.

Just my

JohnG · 01-24-2006, 01:33 PM

Quote:

Originally Posted by Janet

As I stated, I have decided AGAINST sending emails and will be sending a one time thank you through snail mail. That is what I meant by saying I didn't think I needed an opt-in for that.

I am fully aware of the CAN SPAM act as it relates to emails, however, I am not sending emails.

Are you saying that companies need an opt-in for snail mail as well as emails?

My post was more for the general audience using bulk e-mail for marketing purposes.

You don't need "opt-in" for "snail mail." Why? The rules for direct marketing through the Post Office are different than sending bulk email online.

For the benefit of those who don't appreciate the rational this brief overview published a couple of years ago will help:

http://www.taugh.com/mp/mkt.html

John

geoffhibbert1 · 01-25-2006, 04:31 PM

Surely the answer here is on the sign up form to make sure you put an opt in box so that future customers can be added to your marketing list without risk. As for the ones you already have I can not see anyone reporting you for spam just for a thank you e-mail. Personally I would go ahead with that and include an opt out link for anybody who does not want to recieve more from you. I think you will be pleasantly surprised and people will not opt out. There are so many rip off merchants out there that if you provide a decent product your customers will trust you and expect and look forward to your contact.

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Geoff Hibbert