Providing rich and dynamic information considered to be valuable by your consumer is a good way to attract them to your Web site, which is the first step to gaining their email address. In addition, by getting your customers, members and prospects to review information that identifies their buying propensities, you are able to target your marketing and cross-sell efforts more effectively.
Potential things to consider that add value to your consumers include:
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Make it easy for your consumers to ask questions and provide feedback securely online and consistently deliver high-levels of support through your online channel so that it becomes viewed as a viable alternative to your in-person and phone support.
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Offer rich and dynamic information relevant to consumers when making buying decisions relating to your products and services, allowing them to help themselves but able to escalate to staff as necessary. For some of the content, require that they register to view it.
Building the necessary protections and incentives for customers, members and prospects to give you their email address takes time, so every day you wait is putting you further behind your competition in positioning your organization for leveraging the true potential of a digital channel.
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