It was fall, 2010. Catalogues were about to be mailed by the corporate office and Rob wanted to make the most of this opportunity for holiday sales. But, like many businesses today, Rob knew that email provided a more cost-effective way to follow up than traditional postage. "I decided to try AddressTwo because it not only sent email, it also would help organize my database," Rob said. "I have lots of customers in different markets and I wanted to be able to target them each appropriately."
"It’s been incredible. By Wednesday of each week, my weekend is at least half full before I ever dial the phone."
After importing his customer list, which he had recently requested from Olean, Rob sent a simple note to his customers to announce some specials and discounts of his own. In early December, a second email reminded customers of the impending shipping cut-off. What did these two emails accomplish? Rob reported, "I had more customers calling me to order than ever before." Best of all, there were no stamps or envelope stuffing involved.
Spring, 2011: Fair & Show Season Begins.
Having seen the effectiveness that email communication could have, Rob decided to apply similar strategies to his fair and show sales this spring. "I had offered free tickets to customers before, and that has always brought more customers to the booth." Rob said. "But this year, I emailed my customers first to see who would like to claim the tickets. Then I only mailed to the ones who expressed interest." Rob saved postage and time.
Rob also drove traffic to his booths by announcing prize drawings and special deals in his emails. As a result, countless customers visited Rob at the shows. Best of all, over 90% of them bought more right at the booth.
Rob also began to notice an unexpected benefit. Because he was communicating regularly with his customers, his website traffic began to increase. Even those customers who were not attending the show or ordering holiday gifts were visiting Rob's mycutcorep.com page to request sharpening or even to simply order online. Suddenly, orders were being placed that would have never happened if it weren't for a few simple emails.
Service Calls: More Appointments, Less Phone Time.
Since email had proven so effective for Rob's holiday orders and fair & show activity, why not use it to book appointments. Using the zip-code radius search in AddressTwo, Rob was able to send messages to customers in specific geographic areas letting them know that he would be available in their area for sharpening service on a given weekend. Rob tells us: "It's been incredible. By Wednesday of each week, my weekend is at least half full before I ever dial the phone."
Follow Up Reminders.
One of the less glamorous features in AddressTwo has proven to be just as impactful as the email marketing tools. Since early last fall, Rob began using AddressTwo's task reminder feature to note when a customer said, "Call me back in a few months," or "Maybe next spring." Opportunities that are all-too-easy to forget and all-too-often dismissed were now easy to track.
To Rob's surprise, he received an email reminder one morning. "Here are your tasks due today..." the email said. Rob had forgotten that he had scheduled the reminder for himself months before. Following the reminders that he has scheduled for himself, Rob seizes every opportunity, however big or small, and is constantly reminded to stay in touch with repeat customers.