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.

Here Are 3 More Fast and Easy Things You Can Do to Create Conversations:

1. You want to have someone outside of your company – someone who doesn’t have anything to lose – or gain – look at your current emails to your customers.  (This can be done several ways, but one way is to have that person sign up onto your list.) They can then get each email in the sequence it’s been programmed for, and review it for disconnects, barriers, jargon and a basic sense of unreachability or corporate-speak.  When you find it – get rid of it.

2. Go through your marketing materials – are there things that need to be updated or changed?  Can you turn brochures and information that speaks “at” your prospects into questions to encourage a conversation? Think surveys, feedback forms, forums, and social media.  Give your subscribers an opportunity to talk to you often – in every two or three emails you send to them.

3. When you send or receive emails from your prospects, customers and clients – let them know you’re listening to them, and that what they say matters:

  • Provide contact information on all email correspondence – and make sure it’s answered by a real person – real fast
  • Ask for their feedback – and give them an easy way to give it to you
  • Publish the feedback – good and bad on your blog
  • Answer questions, publish feedback and give praise to your customers in your newsletter

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