Mementum

Quick question, after reading your newsletters for months now, I’m finally ready to buy

(Emphasis mine.)

You never know when a customer is going to buy. Most will pull the trigger early on, when their buying temperature is hottest. But not this prospect. Maybe she didn’t have the cash right away. Maybe she needed one last nudge over the fence; one more reason to justify the expense.

If you aren’t using email to stay in front of your prospect’s mind, you’re doing yourself a grave disservice. Sure it’s a lot of work. And no, writing the next email isn’t always the highlight of my day. But with the ease and ubiquity of autoresponder services, you need only write your series once, and it follows up with your prospects forever.