FOLLOW UP WITH YOUR CUSTOMERS AND BUILD LOYALTY

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1 Dimensional Business Solutions FOLLOW UP WITH YOUR CUSTOMERS AND BUILD LOYALTY 1012 Deer River Circle SE Calgary AB T2J 6Z1 Canada Phone:

2 Introduction Most retailers realize that they should be collecting their customers contact information, and following up with them. They realize that they can increase their sales in a costeffective manner by doing this. There are a number of ways to do this. You can collect phone numbers, and do telemarketing. You can also collect mailing addresses, and try direct mail. Both of these ideas are quite expensive, though, compared to marketing. It s much more cost-effective to follow up with your customers by . There are several ways to do this as well. You could collect your customers addresses, and then each of them personally using Outlook. This is also a lot of work, and it makes tracking much more difficult. Another option is installing your own marketing software. This is a lot of work, so, unless you re technically inclined, we don t recommend it. Instead, you should use an marketing service. They handle the technical details, such as keeping the software updated and properly configured. This means that your s have a much better chance of getting delivered and not flagged as spam. Of course, if you start searching for marketing services, you ll find that there are hundreds of them. Which one should you use? You have to be careful here because not all marketing services can be used by retailers. For instance, many of the marketing services will not let you use lists of s that you collect at the point of sale. This is a problem because this happens to be the best way for a retailer to collect s. We recommend icontact, because they let you use these s with their service. In this short, step-by-step report, we ll show you how to: Sign up for icontact Add contacts to your list Create an Send it to your list Track the results Basically, we ll show you everything you need to know to start sending out a monthly newsletter to your customers. Of course, this is just the basics of marketing. There s much more to cover, but this report will get you started.

3 Set Up Your Marketing Account Go to and click on the Sign Up link in the top, right hand corner. This will load up a page, where you can sign up for a free trial. Fill out the form and press the Sign Up button to sign up for your free trial. After you press the Sign Up button, you ll be redirected to your new icontact account. Look for the Notice at the top of the screen. It has an icon with an exclamation point.

4 It s telling you to confirm your address. Check your . You should see a Welcome from icontact. Click on this and look for the big, green Confirm Your Address button. This will bring you back to icontact, and upgrade your subscriber limit from 10 to 100. Now look for your name in the top right hand corner. There will be a down arrow to the right. Look for Contact Information on the dropdown menu, and click on that. This will load the My Contact Information page. Fill out your address, and click the Save button. You ve now finished setting up your marketing account.

5 Add Contacts to Your Marketing List If you want to try marketing, you ll have to start building up your marketing list. You re currently at the Home page. You want to go to the Contacts page and then the Lists page. Click the Contacts button. Then click on the Lists button. You ll notice that you already have a list. icontact created it for you automatically. You can start with that, and create more lists later if you need them. Currently, you re the only subscriber. You should add a friend or two to get the hang of it. Click on Add Contacts. You ll notice that icontact gives you several ways to add contacts to your list. These include: Sign-up Forms on your website Upload contacts from a file Add contacts one by one Copy & paste contacts Start by clicking on Add Contacts One by One. This will load the Add One Contact form.

6 The only required field is , but you should fill out as much of the other fields as you can. The more you know about your customers, the better. Don t check the Require Confirmation checkbox at the bottom of the screen. When you re satisfied, click the Add Contact button. icontact will tell you that your contact was successfully added to your list. The Add One Contact form is also loaded again, so you can add as many contacts as you want. You should start collecting customer s as soon as possible. It s easier to add contacts via a spreadsheet though. Click Browse Contacts. Look for the checkbox in the header next to Address. Check this checkbox to select all of you contacts. Look for the Actions section, and select Export. Then click the Save Contacts to a File button, indicated below. This will load the Export Contacts page. Leave all the fields selected and click the Export Contacts button.

7 This will create a CSV (comma separated value) file that you can open with Excel. Use this as a model for importing your customers. If you have a POS system with a CRM module, such as Vogue, show your POS vendor this file. They should be able to import your customer information in this format. To do this, go back to the Add Contacts page and click on Upload Contacts from a File. This will load the Upload Contacts page. Click the Browse button to find your file. Then click the Upload Contacts button. Again, leave the Require Confirmation unchecked. Click the green next button to continue uploading your contacts. You ll have to initial the Spam-Free Certification. This just means that all the contacts you re uploading have given their permission to be contacted. Leave the rest as it is, and click the big green Upload Contacts button.

8 Your upload is now processing. An will be sent to your address when the upload is complete. It will tell you how many contacts were found and how much your subscriber count was increased by. You may want to file away these s for your records. That s all there is to uploading contacts through spreadsheets. You should really talk to your POS supplier to automate this as much as possible.

9 Create an and Send It to your List Now that you have a list with some addresses on it, it s time to send out an . Click on the top menu. Then click on Create a Message. This will load the Create an Message page. You will have two options for creating a message: MessageBuilder and MessageCoder. MessageBuilder is their template-based message creation tool. MessageCoder is a WYSIWYG editor. We recommend you try both, and see which you like better. We re going to use MessageCoder for this example because it s simpler. So click the Use MessageCoder button. This will launch MessageCoder. Unless you know HTML coding, click the Design button under Editor Style. If it gives you an error message, just ignore it. The easiest way to learn this editor is to play around with it. Start by clicking on the Text button.

10 This will show you the text editing options. You can click Image and Message to get more options. Now click in the message section and start typing your . Also enter an subject. I would recommend keeping it simple. Add your logo, of course, but mostly stick to text. Here s why: clients are hard to design for. The fancier you make your , the more testing you will have to do to make sure it will look okay for all of your customers. When you re happy with your message, you can test it by sending it to yourself and some of your friends. Click the Message button. This will give you access to the TEST option. Click the TEST button. This will load the SEND TEST MESSAGE form. Fill out an address, and click the send button. This will send your to an actual address. This is useful for seeing what your looks like in different clients. Just because it looks okay in the MessageCoder tool doesn t mean it ll look okay in your customers inboxes. If you want to take a break, you can click the green Save As Draft button at the bottom.

11 When you re happy with your , you can click the Proceed To Send button. This will load the Select Your Target Audience page. Scroll down to the Send to Lists section and check off your list. Then scroll down and click the Proceed To Send button. There are other options on this page, but we ll discuss them in a more advanced tutorial. After you click the Proceed To Send button, the Schedule Delivery page will be loaded. You ll have to initial the Spam-Free Certification again. Then you ll want to choose between delivering your immediately and scheduling it for a future delivery. Click the Deliver Immediately button. icontact will now queue your , and it will be sent shortly. You can click Cancel this message. to cancel your message.

12 When your message has been sent, you will see a notice that your Message was sent successfully. Then you can click the view sent messages button to load the Track Sent Messages page. From here you can click the Track this Message button. Here you can see some statistics about your last message. You can get back to this page by clicking on Reports in the menu. Then click on Last Message. You will want to check this page every few hours for the first few days. Not everybody checks their every hour after all.

13 Conclusion This report only covers the basics of marketing. You can do a lot more than just send out a monthly newsletter. For instance, you can: Automatically follow up with your customers with a series of s via autoresponders Segment your lists, so you can engage in extremely targeted marketing campaigns Drive customers to all your sales channels, including your physical and your online stores Sign up for our monthly newsletter, and we ll send you articles that will continue your education about online marketing.

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