Five Strategies for Keeping Your Customers and Prospects Coming Back


There are a number of key ways to help keep your customers and prospects coming back for more via your email marketing program. 

Your first step is to create a list. But that’s not enough. Once you have them on your list, it’s important to treat them like the valuable commodity they are. This means investing some time and effort in your email marketing. It can bring a significant return on investment in the form of profits and customer loyalty if you use these five keys to success.

1. Create Great Content

Sign Up for E-News

This should go without saying, but it’s amazing how many marketers focus so much on building a list that they forget all about maintaining a list. If you don’t email regularly, your audience will soon start to forget who you are. Plus, their inbox is crowded with lots of offers from your competitors. You have to be "in it to win it". Great content will help you stand out from the crowd.

2. Create Exciting Subject Lines

Think of your subject line as the headline of your email. When people read a newspaper, 100% of them will read the headlines. Based on each headline, they will make up their mind as to whether or not they want to read more. If you don't have a great subject line, your email is never going to get opened. This means that no matter how great the content is inside of your email, it will never see the light of day unless you try to maximize your open rate.

3. Train Them to Become Eager to Hear from You

You want them to not only remember who you are, but also look forward to your emails and open them almost automatically. You want them to be happy, not say, "Huh?" when they spot your latest message.

There are several ways to do this. We’ve already mentioned great subject lines, but let’s also look at the introduction and conclusion of each email. The introduction should support the subject line and give them a "teaser" of what to expect if they read on.

The summary of the email at the end rounds it out and can also set it up so they look forward to your next email.

E-courses are particularly useful for this. You can give a hint as to what will be in the next lesson and remind them to look out for it. Don’t forget to encourage them to share as well. Give them a link to your email archive so they can catch up in case they have missed any emails in the series. 

Remember that every email is a sample the quality of your work and what they would be getting if they were to buy from you.

4. Craft Amazing Offers

When you're first starting out in business, you might not have that many products and services to promote to your target audience. Affiliate marketing - that is, selling products for Amazon and other top brands in exchange for a commission, is a good way to make money until you are ready to launch your first product.

Showing a range of solutions can also help show you are "in the know" in your niche and therefore an expert worth paying attention to. A good balance of informational and promotional emails should keep a steady stream revenue coming into the business. 

5. Keep an Editorial Calendar

Don’t just email when you feel like it or want to make more sales. Set up an editorial calendar for the year and plot out all your content and your promotions. Plan your product launches and position them strategically, such as once a month. 

Keep a steady stream of interesting content in front of your prospects and see what a difference it can make to your profits.



Anna D. Banks, MAS, is a business coach, trainer, speaker and host of the Better Biz Better You Show (http// podcast. Anna works mainly with women professionals and business owners who desire a bigger business and self-development.  She facilitates workshops, seminars, training, and coaching to entrepreneurs, and owners of small and mid-sized business. In addition to her extensive training, business development and media experience, Anna is a John Maxwell Certified Coach and a Certified D.I.S.C. Behavioral Studies Trainer.

Like what you’ve read? Want more of the latest marketing and personal development best practices delivered straight to your inbox? Click here to subscribe to our monthly marketing and personal development newsletter and get a Special FREE Gift visit




The opinions expressed herein are the writer's alone, and do not reflect the opinions of or anyone who works for is not responsible for the accuracy of any of the information supplied by the writer.

TAP Into Another Town's News:

You May Also Be Interested In

Sign Up for E-News

East Orange/Orange

Essex County Freeholders Designate March 2018 as “American Red Cross Month”

March 18, 2018

NEWARK, NJ - The Essex County Board of Chosen Freeholders honored the American Red Cross during a presentation held at the South Orange Performing Arts Center (SOPAC) in South Orange, New Jersey.

District 4 Freeholder Leonard M. Luciano and President of the Board, Freeholder At-Large Brendan W. Gill, presented a Commendation to Jocelyn Gilman, Executive Director of American Red Cross Northern ...

East Orange City Wide Holy Week Service

March 21, 2018

EAST ORANGE, NJ - The East Orange Clergy Association is hosting a city-wide Holy Week Service on Wednesday March 28th, 7:00 PM at Messiah Baptist Church 13-17 Oak Street in East Orange.

This year’s celebration of Holy Week holds special meaning for the organization in light of the passing of two of its stalwart members during 2017: the Late Reverend Dr. Leora Liggins and Late Reverend ...

Build Confidence in Interpersonal Relationships - Top Tips

For some people, self-confidence with regard to personal relationships is challenging. You may find that you have confidence in many other areas of your life - your business, talents, and so forth - but lack the confidence to have successful personal relationships. For some, this is due to past experiences - once bitten, twice shy, so to speak. For others, it just seems to be how they're ...

Mindsets that Lead to Low Self-Confidence and How to Change Them

If you suffer from low self-confidence, you might be stuck in some negative mindsets that are affecting the way you think about yourself and, ultimately, your self-esteem. Negative mindsets tend to have a lot of "always" or "never" talk, creating a sense of entrapment and hopelessness. Here are some examples of negative mindsets that can lead to low confidence.

"I will ...

Types and Formats of Content You Need

We’ve talked about the buyer’s journey through awareness, consideration, and decision making, as well as the types of content you need to accomplish your goals. But, let’s go over it again to make sure that everything is really clear.

Buyer’s Journey and Content Needed:


This is the stage where the buyer knows they have a problem and a need that needs to ...

Upcoming Events


Fri, March 23, 12:30 PM

East Orange Senior Center, East Orange

East Orange Senior Center Hosts Indoor Golf ...

Health & Wellness


Tue, March 27, 10:30 AM

K-Kakes Cakery, South Orange

CASA Essex Volunteer Information Session

Giving Back Law & Justice


Tue, March 27, 12:30 PM

East Orange Senior Center, East Orange

East Orange Senior Center Hosts Indoor Golf ...

Health & Wellness

Montclair’s AAngelsNJ Founder Selected by ECDC for 2018 Women of Excellence Award

March 21, 2018

MONTCLAIR, NJ - Angelina Killane-Sims, Founder and CEO of AAngelsNJ, a Montclair based nonprofit, supporting and supplying much needed resources to underinsured, uninsured and individuals/families in our communities, in need of breast health education, breast cancer awareness and their every day needs during breast cancer treatments.  

The Essex County Democratic Committee ...