You know that visitors to your site may not return, for a number of reasons. Very likely, they won’t bookmark your site, or remember how they arrived to it.
Also, you know that the value of a list is like gold.
The obvious answer here, is “Collect Email Addresses of Your Visitors”.
But, why would anyone just give you their email address? Really? Why would they? (Everyone is inundated with junk mail and sales emails in their in-box — why do they want more from you, or risk you’ll sell their data?)
The answer: You must provide something of value, in exchange for their valuable personal information.
..and don’t think that you can just quickly throw something super-simple together and expect prospects to flock to sign up. (Exception: If you’re an author, you can offer up a chapter of your book as a sample. I’d say that’s pretty simple”)
Remember that “something of value” means “something that the PROSPECT values – not what you hope they’ll value”. For instance, I’d prefer a “Free White Paper (on the technology that differentiates your software)”, over the “opportunity” to receive your sales emails, via a webform reading, “Get our features sent to you by email”. (Of course, you’ll send the features in both instances — but, compel me to sign up for it, via a free white paper — the “something of value to me”. )
The content of your email series (the sales and marketing messaging) is of value to YOU, not to the prospect. They don’t want to think that they’re going to be “sold”. They need something that THEY value first; then, you can “sell” them.
Also, be sure you give the prospect confidence in your privacy policies, and never betray that trust. Use terms like “We’ll never spam you, and you can opt out at any time. Your information is secure.”)
Every Email Marketing Software vendor offers the basic “email capture” webform. The differentiators in the webform process are:
- Does the email marketing software vendor provide a variety of webform template, so I can present an attractive, compelling webform to prospects?
- Are a variety of “pop up”, ‘pop-under”, “pop out”, “hover box”, “exit pop”, etc., options are available?
Aweber’s webforms currently offer only a simple “name” and “email address” webform by default. They do offer plenty of popup options, including an “unblockable” hover box. (I used it on http://mp3scoop.com )
So remember — capture email addresses of visitors. Without it, your visitors are annonymous, and you’ll never have the ability to commicate with them again, provided they never return. Instead, you’ll have the ability to remain “top of mind” of your prospects, and your messaging will be delivered in your preferred format and timing.
But – you must offer prospects something of value, in order to begin.
What ideas have you seen work? What “value” did an advertiser that prompted you to get on their autoresponder / sales series?
When you send your email marketing campaigns (either followup autoresponders, broadcasts, etc.) there are a number of factors that affect your overall conversion rate.
Open Rates
The number of people who’ve received your message in their Inbox, who take the time to OPEN your message, is determined, predominantly, by the subject line. Your “from name” and “from address” may affect your open rate, too — but, the largest factor in how many of your recipients (who received your email in their inbox) OPEN your message, is based upon the SUBJECT LINE.
Test at least 3 different subject lines. Then, utilize the one that has provided you with the best open rates.
Click Through Rates
In your message, you can have a number of “call to action” links that are designed to generate a specific response. You may link to a particular product’s “buy now” page, or you may offer a discount or special bonus if the subscriber purchases now, or you may offer a free white paper or case study.
Regardless of the call to action:
What verbiage do you use in the header of this “offer”?
(ex: “Limited time offer”, or “Free White Paper!”)
What content do you use to compel the subscriber to act?
(ex: “Free shipping”, or “Get Product B when you buy Product A now!”)
What “action button” do you use?
(e.g. “submit”, or “buy now!”)
Assuming you’re testing only one of these “offers” in your email followup, you want to test these variables to create the most Click-Worthy offer you can. Taking the time to test these variables can add up to significant increase in overall conversions.
Landing Page
After the subscriber has clicked on your link within your email message, what do they see on your site? Is the content of your landing page consistent with what they read in your email? For example, if you offer the subscriber “Free Shipping if you order today” — do you simply take them to the product page? Does the product page show “Free Shipping – today only!”? Or, do you take them to a special landing page, designed with this offer in mind?
Order Process
This final component of conversion should never be overlooked. Does your ecommerce solution require login before ordering? Does it require multiple steps before ordering is complete? Do you accept all forms of payment, or only paypal? What is your shopping cart abandonment rate? These factors certainly play into the overall conversion rate for ALL of your traffic sources, not just your email campaigns. Be sure to have the best shopping cart conversion rate possible!
Remember: The conversion process doesn’t end with the click from your email. It’s nice to have clicks, but it’s better to have overall conversions!
So, test away, and optimize your campaigns.
Our Preferred Email Marketing Software Vendors with good testing solutions are:
- Arial Software – Campaign (Director and Enterprise)
- Lyris HQ – Email Solutions and WebAnalytics
- Aweber
Links to A/B Testing Resources:
MarketingExperiments.com
–I love Dr. Flint McGlaughin’s work at MarketingExperiments.com. I’ve been a fan for many years.
WilsonWeb.com
–I love Dr. Ralph Wilson’s content and reviews, too! I’ve been a fan for many years, here, too!
Info:
http://www.lunametrics.com/aboutus/archives/WhatisAB-Testing.php
