Why You Should Send Searchable Emails
There are lots of ways to lose clients, one is if they can’t find you when they need you. Sending your clients searchable email can help clients and customers find you even if it has been a while since your last contact.
I recently needed a service I have used before. Since I’m happy with my previous service provider I was going to contact them. This is where things got tricky. It had been a while, but I knew that my previous contact had used his personal cell phone and no longer works there. My initial attempts to find the company contact information revealed that it had been years since they had sent me an email and that since then the business had changed its name and main phone number.
You have probably heard that it is easier to sell to a former or existing customer than a new one. In this case, I was the former customer who wanted to purchase something. However, contacting them became a time consuming task. I was ready to find a new service provider if the one last idea for finding their phone number didn’t work.
Client Communication Takeaways
While I was dealing with this situation, I started thinking about what I could learn from this experience. The primary thing was you want to make it as easy as possible for clients to instigate a sales transaction. Even if your business is one that doesn’t or can’t accept every potential new client, you generally want them to be able to find you and open a dialogue.
In this company’s case, the biggest thing that they could have done was to send me searchable emails.
A searchable email is one that your client can find by searching their email. Your searchable emails should contain:
- Your name
- A business name and/or title
- Your business’s contact information
- Your business’s website
- A statement or job description that includes the words our client is most likely to use when searching for the service you provide.
The good news is that all of this can and should go in an automatically added email signature.
So take a few minutes right now to check your email signature, and look at it from the point of view of a former client or potential client who vaguely remembers talking to you and thinks that they are ready for your product or service. What words would they use to search their archived emails? Can this person search their archived emails and find the email you sent? If not, make some changes to fix that. If you don’t have an automatically added email signature, add one. A well thought out signature at the end of your emails make them look more professional, adding to your credibility.
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