If you’re not using your emails to your prospects, customers and clients as an opportunity to start a conversation, you’re losing more than money.  You’re also losing an opportunity to create an on-going dialog where they tell you what they like – and don’t like – about your brand, your products and your services.

And you’re putting your business’s good name at risk – because any time there’s a problem, if your customers don’t think you’re listening to them, they’ll happily go out onto the Internet highway and tell as many people as they’re connected with to stay away from you.

The good news is, it’s not that difficult to turn your autoresponder program – and your emails – into a two-way dialogue  that  ends up building a better relationship between you and your clients.  The first thing to remember is the copy itself. Make sure you’re using the right “voice” – it needs to be authentic and real and, even if it’s written by a copywriter, should make each person reading it feel like you’ve written it just for them.  Keep your emails conversational and interesting.  Let a little of your personality show through.  Let people feel like they’re getting a look “behind the scenes” from time to time. Everyone likes to feel like they’re part of the “inner circle” – and the more special they feel, the more trust and loyalty you’re going to inspire – and the better relationship you’ll be building. Read the rest of this entry