Many people are starting internet businesses today, and just as many are closing the proverbial doors on those businesses. Even with great products and outstanding service, the thing never seems to get off the ground. The problem is the art of relationship marketing has been lost.

Have you ever wondered why the customer is always right? Because it costs more money to court new customers than the discount or free merchandise, the retailer may be giving away! Merchants learned early that a customer needs to feel confident and secure if you want to keep their business. In fact, they will spend more for a product at a trusted site than anywhere else will.

When all business was done in brick and mortar stores relationships were easily a part of the game. However, the internet has lent an air of anonymity to the process that is not good for merchants. Your job is to overcome this and sell yourself as much as you sell your products. One way to do this is through email.

Protect the Email Address

If you are lucky enough to get email contact information, do not farm it out! Keep that information as secure as your own banking information and do not use it to “spam” your customers. Doing so is a sure way to send customers running.
Do not bombard a customer’s email with advertising and specials every day. When they recognize the company name in the email they will open and read, unless you have sent them 10 emails for “specials”, a few times of that and you are instantly deleted and unable to build a relationship with that customer.

Good Use of Email

When you are contacting your customers through email there are some definite things to do and not do. On the positive side, you can send a follow up email that updates them on your products and services, specials and the like. Just don’t over do it.
Address your customers on a first name basis. Instead of dear sir or madam say “Good afternoon (name),” then continue with the conversation. Similarly, it is a good idea to sign your correspondence with your full name. This makes you more than a business; you are now a fellow human with a real name.

Once you have gotten to know your customer a little better, what they like and purchase you can also offer them specials on comparable items. This accomplishes two things; you are exerting the effort to get to know them by offering products they need or want and potentially increasing sales.

Birthdays are another prime opportunity you have to build relationships with people via email. You can have age verification built into the contact information and instantly you have a personable tool at your disposal.

Build the Relationship

These are all small ways you can in effect sell yourself to the customer. There are more things you can do to build this important relationship such as customer service, freebies, and guarantees. Show them you are trustworthy, reliable, and interested in their needs, and you will create a loyal following that is worth a mint.