If you’ve never heard the concept of a cold and warm list – I’ll explain the difference.
Think of your customers as if they belong on a spectrum. On one side you have a cold and on the other you have warm.
On the cold side – you have customers that you haven’t interacted with or perhaps they don’t know you exist or haven’t heard of you or your product. As they are exposed to you or your brand, they start moving up the line to the warm side.
Now, the warm side is as you’d expect – customers that you regularly engage with (Followup Then is a good utility for sending reminders to yourself for engaging with customers) and have already purchased one or all of your products. These are the people who will buy anything from you because you’ve shown your value to them.
Your goal as a business owner is to take the customers on the cold side and build a relationship with them so your connection leads them to the warm side. However, it’s a strategic foundation you’re building, not a sales pitch. You’ll lose and turn off potential buyers and customers if you try to sell or interrupt their “flow” by offering something before you’ve built a relationship with them.
When you show your potential buyers and customers how you can be a benefit to them – they’ll be much more likely to move to the warm side. Trust and value are the keys to bringing buyers and customers over to your “warm” side. (Once on the warm side, Constant Contact and Aweber are both great tools for creating and managing your customer email list)