Developing an ongoing follow-up frequency for addressing interested, but not quite ready to buy, customers can add tons of conversions to your bottom line. A good e-mail marketing effort doesn’t inundate your customers with hard sales pitches, which is a quick way to get your email dropped in the SPAM folder, but it doesn’t give your customers time to forget about your core offerings either.
Following up quickly is the first step for your e-mail campaign. Schedule your first follow-up email to go out two hours after your customer submits his or her information and becomes a new lead. If your e-mail marketing solution can’t schedule a follow-up by time, it’s okay to send the e-mail as soon as he or she submits his information. Give the customer something of value, like a free sample of your product, but don’t push sales. If the customer was ready to make a purchase, he or she probably would have bought something on your site already.
Following up the next day with a hard sale will target the customers with a mentality of “I want to sleep on this decision.” Include a discount of around 27% if you can afford to: this has shown through market testing to be the optimal discount to maximize your profits.
From here, you may want to gradually slow your e-mail frequency and aim for about three content emails for one purely promotional email. Depending on your budget, you could aim, at the high end, for sending four emails a week, but with a smaller budget, you can send an email every two or three days and have similar success. Once a potential customer has been receiving email from you for a couple of months, it’s okay to drop off the number of emails to once a week, or even once a month, to make sure they never feel like it’s easier to unsubscribe than it is to keep reading your e-mails.
You’ll also want to send more emails to your existing customers than you would to your prospective customers. Customers who already have a relationship with you will be more likely to buy more products and less likely to junk your e-mails without reading them. You can keep two marketing lists without much further effort – especially if your email marketing system supports automatically moving users based on completed goals, like a sale.
Developing the optimum e-mail frequency for follow-ups can dramatically increase your product conversions by keeping your product fresh in the minds of new leads. Fail to send emails soon enough and your product will be forgotten. Send too many e-mails, or e-mails with little or no content, and your e-mails will end up in a SPAM folder. The optimum e-mail frequency reminds customers several times over that your product has value to them. Hopefully, they’ll read enough e-mails so that they will remember your product when it’s time to make a purchase.