Archive for January 16th, 2009

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• Friday, January 16th, 2009

Dripping is the process of making repeated contacts with a client or prospect to ensure they keep you in mind. Every once in a while – perhaps once a month or once every two months – you might give them a call, send them an e-mail, or send them a handwritten note in the mail. The best way to “drip” on someone is through an automated tool so it’s taken care of without your intervention (except for the phone calls, of course).

Automated tools enable you to set up a follow-up campaign which specifies which message is sent at which time. Most people are familiar with e-mail marketing services which provide this service. It’s a very easy way to stay in regular, predictable contact with prospects and clients.

The problem with e-mail is that we get so much of it. We have to screen viciously to delete anything extraneous, which is what your prospects are doing. Depending on your relationship with them, they may delete your e-mail as SPAM. Or, worse, perhaps your e-mail doesn’t get through to them all because it gets caught in their Junk or SPAM folder before they even see it. That has happened with several of my legitimate personal e-mails to friends.

Regular mail is a different story. It always gets delivered and there’s no Junk or SPAM folder on the side of the mailbox for the mailman to put envelopes in. Only 3% of all the regular mail we receive is personal. How do you feel when you see a handwritten envelope addressed to you? Pretty excited, I bet. That might be the first thing you open. I like to save it until last, kind of like dessert, so I can savor it after going through all the junk.

Send Out Cards provides a unique service that allows you to “drip” on clients and prospects with greeting cards or postcards. You can set up a follow-up campaign, just like with an e-mail marketing service, but your contacts receive postcards or greeting cards in the regular mail, right on time, with your personal message. Even written in your handwriting, with your signatures, possibly even with your own picture included. All of this service right from your computer. No cards to buy, stamps to stock, or envelopes to stuff. The company takes care of all of that hassle so you can concentrate on who to send your next card to.

Happy Business Building!