Email Newsletters: Improving Opens, Click-Throughs, and Conversions - Converting Subscribers to Customers
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In the end, it all comes down to converting the newsletter readers into paying customers and clients for your company’s goods and services. Fortunately, there are some powerful ways to turn those clickers into buyers.
Each newsletter subscriber who clicks on a live link in the body of the newsletter itself should be taken directly to a dedicated landing page. That page should only be concerned with completing the purchase of the offer itself. Other offers will only confuse the buyers, and should be reserved for other pages, leaving the landing page as a unique sales vehicle.
Keep the design of the landing page consistent with the overall design scheme of the newsletter and of the website. Consistency and no surprises will boost the conversion rate. Be certain to test different forms of the landing page to determine the most effective version. Not all landing pages are created equal, nor will they get the same results.
Repeat the offer that was presented in the newsletter, reassuring the potential purchaser that they made the right choice by clicking to the page. Since you have already helped them through one action toward becoming a customer, give them a few more careful nudges as well.
Within the landing page sales copy, create some live links at crucial points, asking for the sale by suggesting specific action that should be taken. Be sure to restate the benefits of the purchase to ensure the customer continues with the purchase. Repeat any guarantees to provide further assurances of confidence in the product. One click should then take the buyer to the order page of the shopping cart. Don’t require more than one click to prevent abandonment. Make it easy to complete the purchase form, by pre-checking off the item, and having it already printed into the order line.
Reassure the buyer their credit card information will always be entirely secure, and keep that promise. After all, the moment of requesting the credit card number is a moment of truth, and you want the customer to feel confident in paying for the product or service.
Following the purchase, a nice thank you page that recaps the benefits of the purchase will often prevent buyer’s remorse and disappointments. Keeping the needs of the customer first and foremost will ensure a strong conversion rate.
Conclusion
Your email newsletter can be a valuable source of online revenue and profits for your business. Make certain that the subscribers open the email in the first place, by using a powerful attention grabbing headline, and avoiding any spam filters.
To get the email recipients to click through to purchase the item or service offered, keep the highlights above the fold. Provide good information to keep them reading, and make them an offer they can’t resist clicking to find out how to buy it. When the potential customer lands in your website, make it easy for them to buy. Make the purchase easy and secure, and offer your thanks and reassurances of the value of their purchase.
Keep testing and comparing every part of your newsletter’s effectiveness. Compare the results with the previous example, using a good tracking program, and make constant improvements. Study and apply the results.
By using these simple techniques, your email newsletter will yield more value to your business than ever before.
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