Page 8 - GS190501

ReadersSpeak

Build an email list, grow your business you are thinking about them and striving to help them
succeed.
joined a friend's ISO because I'd grown bored after
closing my landscaping business (my knees gave Email outreach also presents an opportunity to show a
out, not my desire to work). I have built a small bit of your personality, making you more relatable and
I portfolio, and the extra income has been a real boon. likable to your customers. Email is also an effective way to
Now I want to grow my portfolio more quickly. I've been touch base with merchant prospects. Here, it's important
hearing about how effective a mailing list can be for grow- to share expertise that they will see as valuable. You might
ing your business. I had a database of customers in my have deep knowledge of particular verticals, technology
landscaping business, but I never emailed them other than trends they want to know about, or any number of other
to confirm appointments and send estimates and receipts. things.
I don't know how to go about building a list or even how
to use one. Is this really as important as people say, espe- With both groups it's important to gain permission to
cially for payments, or is it something for other industries? email them by having them opt in to your list. It's also
essential to not bombard them with frequent emails or
Jon Mencott pound them with hard sells.
Merchant Level Salesperson
Thanks for your question, and good luck to you.
Jon,
Editor
There are several reasons to use an email list to grow your
payments business, not the least of which is that when Are you growing your email list?
used wisely, email is an excellent merchant retention tool. Do you use periodic emails to reach out to merchants?
It's common knowledge that it's easier and less expensive How effective has this form of outreach been for you? Tell
to retain existing customers than to recruit new ones. us at greensheet@greensheet.com.
Periodic newsletters that contain useful information and
perhaps a compelling offer remind your customers that

You’re starting to see

some strange signs.

Not good.

If your current processing

relationship isn’t interested

in what you have to say,

switch to one that values

member collaboration.

WWW.COCARD.NET 800.882.1352