Or, "What to do with your clients’ email addresses now that you have them."
So! You’re collecting client email addresses every time a group or guest comes through your door, but you have no idea what to do with those names & numbers. Never fear—you don't need to become an online sales guru for emails to be valuable to your business.
1. Ask for feedback
One of the most important things you can do with a client email address is ask for testimonials or reviews (or ways to improve).
2. Say thanks
Simply thank them for visiting you and working with you—to add value to your email, offer a discount code to an adjacent business or a quick tip for some process you know they’ll have to go through after working with you (such as customs / recovery / having their photos printed). Build up your relationship by asking for nothing.
3. Send them a personal ‘value add’ email.
This is not scalable, but great if you're a small operation and you still meet all your clients yourself and work with them personally.
Answer a question you know they had while visiting you, about the area, the history, the resources nearby, etc.
You can also share a coupon to another business or activity you know they were interested in trying next. If you have a referral system for that business, even better.
4. Send them some ‘local knowledge’
This is the scalable version of the "value add." Now that they’ve been around, send them some “local’s tips.”
Send them the 5 best free things to do in your area this month (you could repeat this every month)
Share some ways they could repeat their experience, but with a twist or new element
5. Send them a “friends & family rate" with the condition that they book again within a certain time frame.
I always recommend the ‘friends & family rate’ phrasing over calling it a “discount” or a “sale” because:
a.) it builds your relationship with the client
b.) it shows them that not everyone gets this rate, so they feel special and have urgency to book soon.
c.) The cost difference is personal & purposeful, instead of sloppy. You don’t accidentally end up with a bad referral from a friend who got a cheaper rate, i.e. “well I got the package for $XX instead of $XXX. They must be cheating you!”
6. Send them a referral discount. Tell them to share their experience with friends, and get rewarded the next time they return.
This works best if you also give the referee a discount. It’s the “Tell them I sent you, and you’ll get a good deal” mentality.
7. Stay top-of-mind with a simple, value-add “newsletter.”
As long as your emails are valuable and not salesy (seriously, only ask for a sale in every third email or so), it doesn’t even matter if they read each one. If your name and logo are in their inbox once a month, and they haven’t unsubscribed, you’re still going to be top-of-mind the next time they go to book a trip.
People get really worked up about the idea of “adding value.” Don’t fret, just remember the old-school writing rules you learned in school: your emails should entertain, inform, or educate. Give yourself a gut check—would you read this if it was in your inbox? Ok, then. Press send!
Why should you be staying in touch with previous clients and leads? You're far more likely to earn a sale from someone who is familiar with you and your business than someone who has just heard of you. Every time you interact with potential clients, you have an opportunity to help them know, like, and trust you. So build that relationship!
Remember: You have a 5-20% chance of getting a sale from a new customer.
But you have a 50% chance of getting a sale from a previous customer. Don’t waste that possibility—stay in touch with them!
Go forth and conquer emails, my friend!
PS. Want an expert consult on which strategies are the best fit for your business? Schedule a Weekend Session with me today.