The Business of Broadband

Independent ISPs are often more focused on making sure their email services are up and running, instead of using the system to market to their customers. But they’re missing an important opportunity to strengthen relationships, create loyal customers and build incremental sales.

Nurture Relationships for Add-on Sales
In the B2B world, we talk about nurturing our leads – contacting them with relevant information, mostly via email, so that we stay fresh in their minds for the day when they’re ready to make a purchase decision.

But the same concept applies for ISPs and their customers. You need to nurture your existing customers, too.

For example, you’ve got a customer that only subscribes to your Internet service. You also sell television, phone, and PC security software. If you don’t nurture that customer with information on the other services you offer that are relevant to them, then you have a slim-to-none chance that they’ll think of you when they need those services.

Mix Info and Promo Messages
So how can you email your customers regularly, without them thinking of your messages as spam?

Good email marketing programs are intended to strengthen the relationship customers have with your company. Every message you send can’t be a hard sell. You’ll need to mix valuable content with promotions that are relevant to your customers.

For example, regularly send your Internet customers short messages with technology, Internet and computer tips. Add a coupon or banner ad promoting a service, such as PC security software, that complements the Internet service they already buy from you. For your video customers, you might send information on using your DVR or VoD tools and also include brief promotional announcements about free channel preview weekends or special pricing on package upgrades.

Of course, some messages should be completely free of promotions and sales-y language. When you wish your customers happy holidays, for example, just let that simple sentiment stand on its own.

You can find more content ideas in our post entitled Proper Care & Feeding of Current Customers and information about formatting your message in the Really Easy Tricks for Better Email Marketing post.

Just for ZCorum Affiliates: Our Goodwill Email Program is a good place to get non-sales content and pre-configured HTML email messages. Log on to the Exclusive Affiliate Center and click Marketing Zone for more info.

Going Beyond the Inbox
One way to use your email marketing campaigns to spread the word about your services is to make it easy for recipients to share your message with others. Include copy and calls to action in your campaigns that encourage your readers to forward your message to a friend. Include links to your social media profiles on sites like Facebook or Twitter, then encourage your readers to post your content to their own profiles on those sites.

How you do you nurture your current customers for both retention and sales purposes? What campaigns have worked best for you? Share your email marketing experiences in the comments section below.