For instance, you may have a Web site from which they can access the information. Don't simply refer them to the Web site. That would mean they'd have to type in your site address, find the page where the information is located and then request it. Likewise, if, like me, you use auto responders to disseminate information, don't just give them the e-mail address of the auto responder. If they have already initiated a phone call, they've done their part. This is still a customer service action and you need to be the one doing the work. All they should have to do is open their e-mail. Besides - asking for (and getting) that e-mail address is critical to building your follow-up list.3. Make an offer ONLY when you have an offer.Refrain from bombarding your new e-mail list members with offer after offer after offer. That's just downright spamming them and before long you'll see the list dwindle. Using this e-mail technique will:· INCREASE your responsiveness to your clients and customers. You've just given them an IMMEDIATE response to their request.

DECREASE the time it takes you or an employee to serve your clients and customers. You give personal and prompt service without taking up too much time on one customer.· BUILD a prospect and client list for future follow up and SALES! As your e-mail list grows you will be able to send new product/service announcements, online coupons, and open house invitations, or use it to take surveys, and conduct customer preference profiles, research, start an e-zine, etc.Some businesses are completely changing the way they get information into their customers' hands by using this e-mail method.

I've worked with clients to expand this technique to include the capability to send complete company brochures and catalogs. It's also a great way to build a list BEFORE developing your e-zine.How you use e-mail to streamline your business is up to you. You can keep it simple or you can turn the technique into a sophisticated (low cost) automated customer service system!Take a few minutes to determine how e-mail can become an economical way for your business to increase customer service.

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