Willingness to buy through e-mail marketing
In the article "Email Marketing - The money is in the list!" I had already announced to write an article about
How many e-mail contacts are required on average until an e-mail recipient has enough confidence that they are willing to initiate a purchase or an order.
This and more I want to show you below.
It should be noted that we do not talk in this article about an existing customer, because this already has the required confidence in us. This one needs a different kind of email support which I will take a closer look at in a future article.
We discuss here a prospective customer whose e-mail address we could regenerate and which we want to win as firm customer.
Frankly, I admit that it is a tricky task to be able to generate the e-mail address of a website visitor. A task with which probably every one of us had to deal or at least have to deal with it in the near future.
But there are many efficient starting points and solutions for this in e-mail marketing.
I would like to give you a first tip on this:
Give the visitor of your website, your blog, your product page etc. a free and useful added value.
Because every person is offered an added value
- develops a first trust
- looks at the time invested in your pages as a sensibly invested time
- and thus gets the need to learn more from you
And that's exactly where you pick up your visitors. Easily subscribe to your Newsletter / Infoletter so that visitors can get even more value from you.
But in a later article more.
I ask you now:
How would you continue to look after a newly acquired newsletter subscriber?
- Would you like to present this to your product range?
- or provide technical details?
- or even better, submit a purchase offer immediately?
I do not blame anybody for wanting to grab an e-mail address as a "sales agent" and immediately make an offer to the recipient to buy a product or service. After all, we are aware of the fact that the sale ultimately has a legitimate and survival-important function in the business.
And it is precisely this awareness that awakens primal instincts in us providers that trigger such an intention to act.
This "survival-important" shows us in all seriousness to have to do something for our survival. In this case, sell as soon as possible to "the new" or "the new" something.
But you are not disappointed, that's exactly the wrong way for e-mail marketing!
Let's think rationally:
A visitor to our website gets so much confidence in our appearance that he is willing to leave his e-mail address with us to receive further information.
Remember, in almost all cases, the disclosure of the e-mail address is equivalent to announcing a non-publicly registered telephone number. That means for the issuer - he entrusts his personal, sensitive data to you.
And now we come supplier and run over this presented and still very sensitive little plant called trust with an immediate purchase offer => The result: The plantlet is flattened and there is an immediate withdrawal of the interested parties.
Because even here a basic instinct is alarmed, only this time on the part of our potential new customers.
A primal instinct that says: I have to protect myself, my expectation is not fulfilled, my trust is ignored, there is danger. Therefore: gain protection through immediate withdrawal.
As a result, the potential customer resigns from your list and will continue to avoid your company in the future.
And believe me, those who are not retreating, these are your competitors who want to observe their activities.
Therefore, be gentle and careful with this first trust!
Because this is the basis for the further development of a confidence building which you first have to consolidate and develop. And only when this goal is achieved and an actual need exists with the email recipient, he will make a purchase or order with you.
Question to you:
What do you think, how many contacts between you and your email recipients are required until you are ready to buy?
There are studies of it, among others, Dr. Jeffrey Lant, who says:
On average, between seven and nine contacts are necessary in order to be able to build up the confidence required for a willingness to buy an interested party.
However, this requires that you do not immediately start the contacts to your e-mail recipients with a purchase offer.
Tips for willingness to buy through e-mail marketing:
If a visitor to your website entrusts you with their email address for further contact, be proud of it and honor that first trust you have placed in us.
- Thank you in a reply mail
- guarantee the careful handling of sensitive data
- point out that the e-mail recipient can resign from your mailing list at any time
- For this, please provide a simple booking link in every e-mail
- point to further, high-quality added value that you will continue to offer in the future.
The second and third contact should not be provided with an offer. Continue to build trust through free and quality content.
In the fourth or fifth contact, you can very carefully install an offer to buy in your e-mail. But also pack this with an added value.
You can also enter purchase offers in the following e-mail contacts, but make sure that added value and information are always in the foreground. This is one of the most effective ways to achieve the goal of "established trust".
Of course, there are also exceptions and alternatives for this example shown here. For example, once a certain level of information has been exchanged, it is possible to send pure info mails without an offer, and then return pure offer mails to the e-mail recipient.
But such complex campaigns are based on the intentions that have been pursued, the customer structure, the quality of the e-mail list, the offer and much more. For this, cooperation with a consultant is recommended. Working together, the campaign can then be precisely fathomed based on a project goal to be defined, the individual phases aligned and designed, and the entire e-mail campaign brought to full success.
In a nutshell:
After a visitor has entrusted your e-mail address to your website, you need an average of 7 to 9 contacts until the e-mail recipient has a first real willingness to buy through e-mail marketing.
The prerequisite for this is that you have established a solid trust between you and your e-mail recipients.
You can achieve such trust by providing your email recipients with high quality value and content with each contact. Your prospective customers then recognize in you a competent and reputable contact person who does not want to sell immediately but primarily provides a good added value.
Avoid submitting offers to buy in the first contacts.
Pay attention and honor the receipt of the sensitive data of your prospective customers - your potential new customers. Also, be sure to communicate your ethical attitude to your e-mail recipients, as this, too, legitimately builds trust in you.
A happy hand in the implementation, that wishes you