Don't forget the follow-up

The difference between a single sale and repeat business is ongoing contact, a program of follow-up notices via e-mail that offer the customer more information and keep your company name fresh in her mind. Here are some methods for forging a lasting relationship:

- Follow-up a product sale with an e-mail note offering care suggestions. Attach a list of products introduced subsequent to the original purchase.

- Within two weeks of a service order, send a thank-you note via e-mail. Then follow-up again a few months later to ask how things are going.

- Consider publishing a bimonthly or quarterly tip sheet or news update related to your products or services and e-mailing it to your previous customers. If it contains more useful information than obvious advertising, your correspondents will appreciate it.

- Plan your follow-up campaign before you begin your marketing attack and record your orders or contacts by date. Track the person's last contact date, name and address; the status of your relationship and the nature of the contact (for example, "sent second follow-up letter.") Each week, select the contact whose dates are appropriate for follow-up and then do a quick mailing.