The Constant Contact Guide to Email Marketing

Mapping Out Your Connection Points

The first step in creating valuable connections is identification of your best sources for new customers. With these in hand you can then trace the touch points your customers have with you and ensure you are set up to collect the information that enables you to continue the dialog.

Contrary to what you might believe about privacy and personal sensitivity, most people will provide their email address to your business if you ask politely and demonstrate value in being on the list. If you have not set yourself up to ask for their information, then you are letting a huge business asset walk away.

In many cases it costs significant amounts of money to generate new connections. You might be missing opportunities to recoup your investment if you aren’t asking for contact information from every connection at every touch point. Some of these connections may buy from you immediately, others may take time to cultivate, and some may never buy from you but may refer you to others. All of these connections are more valuable for your business if you have the ability to maintain contact.

Figure 5.1 Possible sources of customer connections

Take some time to write down all the possible sources of customer connections. Figure 5.1 offers a few suggestions (If you would like to download this table along with the rest of Constant Contact’s Email Marketing Workbook ...