Your inbox probably proves that lots of people think
e-blasting the heck out of people will drive conversions. Everyone gets
unexpected, unwanted emails from people trying to sell something. But can you
remember the last time you replied to one of those? Blasting doesn’t work,
building relationships does. So how do you do that?
Drive to subscribe.
Give people the option to get information from you. This
doesn’t mean you just have to sit with your fingers crossed waiting for
visitors to your website to fill out a form that let’s you contact them.
Sweeten the pot by offering visitors to your site a discount on your products or entry into
a contest, in return for their information. And promote that offer on your social channels too.
If you organically aggregate contacts, you know they have interest in your product and are actually interested in
hearing from you in the future, unlike those contacts you
scrapped from the Internet.
Slow and steady makes
the sale.
Once you’ve collected a chunk of emails, your work has just
begun. I suggest organizing the emails you collect into lists based on what you
know about them. (MailChimp is a great service for doing this.) For example, did they signup because you offered a
discount or giveaway on x product? Put them into a list that will remind you of
that. Then, when you offer a new product that is similar, drop them an email
about it. Or send them additional emails that emphasize the value of x product.
Tip: Make your emails graphically interesting, carefully construct yoursubject line and be conversational. Don’t bombard them, but entice them. And
anticipate that it will take time to convert them.
Email isn’t the only
avenue.
While selling your product might take time, don’t just waste your
time. If you’re buying email lists or pulling them off the Internet so you can blast a slew of unsuspecting people who have shown no interest in your product, you’re wasting
a little bit of their time and a lot of your own.
But there is a solution, you
can find those who are very likely to be interested! Facebook, Twitter, GoogleAdwords…. these services provide opportunities to get into the feed of those who might
just like what you have to sell, in exchange for a little money. Make sure to experiment, read up on best practices, test out keywords that may pinpoint likely buyers and
see how they do for you over time by keeping track of every ad you put out.
Are we missing a great tactic that helped you build a list or increase e-blast conversions? Tweet us to enlighten us!
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