You've Got to Ask for the Email!
Prospects and customers who interact with you via email are more likely to become accounts with a higher lifetime value (assuming you handle your reply email quickly and warmly) because people prefer to buy from companies and people they have a perceived relationship with. If you’re not measuring the value of a name that’s received personal emailed interaction from you or your customer service department, versus other accounts, you probably should be. At the very least the results may help you with your pitch to the CEO to invest more in aneCRM tech that can help customer service answer incoming email better!
But just like asking for the order, you also have to ask for the email. It’s not enough to simply stick your email address on the “contact us” page of your site.
This point was brought home to me today when I visited proud parent Bryan Eisenberg’s Web site for his infant daughter. Instead of just sticking an email address at the bottom of the page, he put a clickable “Email me please!” under his daughter’s picture. I had to sit on my hand to keep from clicking on it. Very clever idea that could be used in more commercial sites.
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