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Power of E-mail

I know that several members have already discussed the power of e-mail; however, here may be a slight variation of some of the common marketing uses of e-mail.

Prior to placing an order with my supplier, I’ll send an e-mail to my customer base and fellow tennis players and refer them to the supplier website. I give them a couple days to check out the available strings, offer guidance to them if needed, and offer them a reduced stringing cost (straight cost + $10.00 for example) if they want to try any strings that I do not typically stock.

The benefits are the following:

1. The customer has a convenient opportunity to hit with strings that may not be typically available in my stock or any area tennis shop.
2. I gain more experience stringing different types of string.
3. Although you must keep the high-demand strings in stock for your frequent customer base, I am truly expanding my “virtual inventory” by offering nearly every available string on the market to your customers.
4. I feel this motivates certain customers to restring prior to breakage, because this also serves as a friendly reminder to restring.
5. My customers and I may come across some excellent strings that are not (yet) in my inventory.

Gosen padded equipment bag and t-shirt to:

Chris McGovern, Grafton, WI

From the March 2004 issue
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