Just before Christmas I realised how effective a long term nurture email newsletter can be.
Last year I purchased some really good photo calendars from Apple, using Iphoto. Whilst doing so I looked around at a few websites to compare pricing, I registered for an offer on a site called Photobox.
This began the continuous and automatic process of sending me regular emails with offers and discounts every 2 weeks. Whilst sometimes they were annoying, often they prompted me to take action, but as I had already bought these calendars and they last a whole year I really didn't need to buy anything else.
So Christmas came round again, I had been receiving these emails for almost a year without making a single purchase. What did I do?
I ordered this set of calendars from Photobox, they were in mind, they had given me offers, they were my friends...
I also recommended them to some close friends, before even seeing how good they were at their job.
There are many photo printing companies out there, and probably a lot of them are better/cheaper than Photobox, but Photobox had built a relationship with me, and their brand now occupied a space in my mind.
Now a question to you - is your business keeping contact with people continuously until they absolutely don't want to know anymore?
Do you have automated systems in place to keep contact and send offers to people that you have never actually met?
Is your website working as hard as it should be?
If not, you may be one of the many sites that loses out to the one who is constantly building a relationship and building confidence.