If the store owner recognizes that the bell represents an opportunity to begin building a relationship, he can begin the process of turning a stranger walking through a door into a familiar customer who makes repeat purchases, refers friends, and stays loyal for a long time. If the store owner ignores the bell or fails to make a connection with the person entering the store, the results are likely to be poor. The potential customer is going to remain a stranger who must be convinced again—at great expense—to walk through the same door at a later date.

In email marketing, the bell rings when someone is added to your list. Understanding how to talk to a customer from that point forward using email communications will enable you to tap into the power of relationships and build your business.