4 Email Types To Convert Subscribers To Customers
By Mike O'Brien | February 22, 2016
So your subscriber-collection game is strong. People are signing up everywhere: From your Facebook, from your website, in your store. You’re just tearing it up right now.
Oh, but, huh. You have all these subscribers and you’re blasting emails at them, but aren’t seeing much of a return on your time, effort, and cash. What’s going on?
Well, if you’re just sending out an email blast or two a week, that could be your problem. It’s time to dig into your customer data, do some segmenting and start sending some unique, and personalized messages. Messages like …
We’ve harped on it before, but being timely and relevant with your messages is always a good idea. If there’s a big event coming up, or something is viral on the Internet, try to capitalize on that. If there’s a holiday coming up, make sure to do some messaging around that. And we aren’t just referring to national and bank holidays. There’s literally a holiday for everything (National Pizza Day is Feb. 9 — never forget that).
We’re excusing the typo because this is nothing but #truth.
But more importantly, a smart marketer will have important data such as signup and birth dates, and send special offerings on anniversary and birthdays. We recommend going a step further if you sell products that are renewable, and send email reminders about ordering again.
Always use your customer data to your advantage.
3. Welcome Emails
We won’t spend a whole heck of a lot of time on this because, well, we don’t want to come off sounding like a broken record, so we’ll just break it down for you real quick:
• Welcome emails capitalize on subscriber interest when it’s likely at its highest
• Welcome emails have a 50% open rate
• Welcome emails boost user engagement from the get-go
2. First Purchase
If a welcome email or series hasn’t converted for you, then using what’s called a first-purchase email is a good way to push subscribers to have a look around and, hopefully, buy something.
Make sure to pace it out after your welcome series. If after your messages, they still haven’t bought anything, wait a couple weeks before sending some sort of offer — a discount, buy one and get another half off, etc. — to provide an incentive to purchase.
1. Cart Abandonment
What’s worse than getting so close to the finish line, only to have to suddenly stop? Someone else getting so close to your finish line and just quitting on you.
So, in the event that someone makes it all the way to check out, or if they just put something in their cart period, and suddenly has a change of heart — or their furnace explodes, or their dog eats their computer — and doesn’t purchase, make sure you have a triggered message set up to catch these people. Throw an incentive in there to help push them to click the purchase button.
Really, converting subscribers to customers is just a bunch of peer pressure. Except with email. And with amazing, personalized messaging. So, yeah, pretty much the same thing.
This article was written by Ben Smith from Business2Community and was legally licensed through the NewsCred publisher network.
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