The Complete Guide to Selling and Marketing to Affluent Customers: Everything You Need to Know to Attract and Keep Wealthy Customers by Tamsen Butler

Author:Tamsen Butler
Language: eng
Format: epub
Tags: affluent, selling, marketing, wealthy, rich, sales
Publisher: Atlantic Publishing
Published: 2012-10-28T00:00:00+00:00

About Your Customers

“Spam” refers to e-mail that is unsolicited and is of no value to the recipient. If your e-mail gets flagged as spam, your potential customers will probably never even see it because the e-mail will go directly to junk e-mail folders. Do not allow your e-mail communications to look “spammy.”

Unsolicited e-mail sent as advertisements to affluent customers should still try to look as though it is personalized. Put the customer’s name in the e-mail, and do not fill the e-mail with images and logos because otherwise the recipient might have a difficult time loading the e-mail or might encounter error messages. You do not want your business affiliated with e-mail that will not open properly. Also, think carefully about what the subject line of the e-mail will to say before you send it. Most affluent customers will skip right past any e-mail that has a subject line riddled with asterisks and wording that makes the product being offered seem cheap. Spelling errors in the subject line make the e-mail look like spam, and even if you have an existing relationship with a customer, the e-mail might wind up deleted and unread.

• Bad subject line: *****CLOSE-OUT ON CLEARANCE ITEMS!!!!!!******

• Good subject line: Exclusive Offer for Mrs. Helen Witherspoon

Although the first subject line listed above might grab the attention of an average shopper who is mostly concerned about the cost of items, it is the second example of a subject line that is most likely to catch the eye of an affluent customer. Not only does it include the recipient’s title and name in the subject line, but it also offers information in a dignified way. The first example appears to be virtually screaming at the recipient, whereas the second example indicates the information contained within the e-mail is of an exclusive nature.

Of course, it takes more than an eye-catching subject line for e-mail to grab an affluent customer’s attention. You have to offer information the customer actually wants. It might be that the customer does not know he or she wants the information until receiving the e-mail, but these communications should provide information that compels the potential customer to want to learn more. Present the information in such a way that suggests the information is not readily available to everyone and that the person receiving the e-mail is privy to something special. You also need to make sure you have easy and specific instructions listed at the bottom of the e-mail that invites people to unsubscribe if they no longer want to receive it. Although it might be difficult to realize that not everyone wants to receive your e-mail, it would be far worse to continue to annoy your potential customers (and existing customers) with e-mail they really do not want. Even worse would be disregarding their requests to stop the e-mail because at this point you are being disrespectful. Affluent customers expect — and usually receive — respect from the merchants they choose to deal with. If you

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