Do you ever get frustrated with how to turn your email subscribers into buyers?
As an internet marketer myself I’ve had good luck with email marketing, but I’ve also paid close attention to the things that make email marketing work.
In other words there are “givens” when it comes to turning your email subscribers into buyers and these are 6 things that can make a difference, regardless if you have 10 subscribers or 10,000.
1. Create A Long Term relationship First
Once you get a new subscriber it’s exciting and it’s natural to feel compelled to start pitching sales offers right away, but from my experience that’s a sure way to lose subscribers faster than you got them.
I always go for developing a relationship first. It takes a bit more time but it’s worth it in the long run.
Start them out with giving them great content. That could be in the form of a free guide, some valuable tips or a specific ‘how to’ guide that they’ll love. I’d suggest creating the content yourself, it’s not as hard as you may think.
A helpful resource for writing reports, even ebooks, is Jonathon Ledger’s ‘Write That Report’. I’ve used this as a guideline for years when writing my guides, books and reports. For $7 it’s an awesome tool to have on hand for creating reports quickly.
In all your follow up emails, continue to share personal advice and tips before making any sales pitches.
Sales are ultimately made from trust and relationships, so pitching a sale before that relationship has a chance to grow, pretty much pushes your chances of any sale out the window.
Just as with your friends, it’s not hard to establish trust with your subscribers but it’s not likely to happen immediately, however once they do trust you, they’ll be ready to buy from you.
#2 Be Responsive, Be Genuine
Be open to questions and feedback from your readers and respond to them quickly with a friendly attitude.
Don’t respond to your readers in sales speak, answer questions as if you’re talking to an old friend. Make your responses easy for them to understand. If you have a product or service recommendation, you can mention it but say it in a way that isn’t pushy or salesy, instead be suggestive and mention how the product has helped you.
If you don’t have an answer for someone, take the time to find one. People respect and appreciate that.
If you offer a money back guarantee and someone wants a refund, cheerfully honor that as well.
I’ve ordered many products that I’ve returned, but I’ve gone back to order other products simply because I know them, I know their character and returns are never a problem.
Not everyone will be kind to you but my motto is to rise above that and kill them with kindness.
#3 Create Useful Content
I am one of those people who will immediately unsubscribe from a list if all they can do is bombard me with promotional emails.
It’s a selfish notion but as a subscriber it’s all about me and what information I can glean from you.
If you’ve made it a habit of sending me useful ideas, advice, you’ve made my life easier in some way and you’re friendly, I’m going to be a lot more open to suggestions you have on buying a product or service.
Quality content is essential for conversions. It builds your reputation and your demonstrates your expertise. It helps your prospects trust you and it establishes your credibility.
Those are essential buying triggers so use them to your full advantage.
#4 Use Your Personality
Share your personality, quirks and all ;-) with your readers. Share your successes, your personal stories and experiences too.
If you have photos and videos, share those too. I’m not a big video person and even though video is an awesome way to help others get to know you, you can do just as good a job with audio and photos too.
People relate so much better to people they know are real and come to like versus the unknown behind the screen
#5 Proudly Include A Call to Action
Embarrassingly enough, this is something I sometimes forget myself and subconsciously, maybe even consciously, we all a little afraid that the call to action will turn readers off.
I’ve learned to overcome that. I’ve learned that if you want a reader to click on a link, read your post, sign up for a contest, whatever it is, you have to proudly present it. If they opt out, they probably shouldn’t be on your list in the first place.
As long as you consistently offer good content, ideas and sound advice and your readers like you, they’ll happily take your call to action. If they’re not, they won’t, simple as that.
Your call to action can be embedded links in your text or they could be a link that says “Click here”. You may find that one works better for you than the other. It may depend on your niche or business. I’ve had luck with both, it just depends on my audience, so test and track to see what your audience responds to.
#6 Special Treatment
Your subscribers should get special treatment. This could be a promotional offer that isn’t available to anyone else, if you do that make sure you tell them that. Let them know they’re getting special treatment.
But don’t offer incentives for no reason. Things like “Sign up and Win a Free Ipod Touch!” isn’t what I’m referring to. This is almost a sure unsubscribe when someone doesn’t win.
Incentives are a good thing but they work better for short term promotions, they’re not so good for building long long-term relationships. While it is good to run competitions and promotions, save them for the subscribers you’ve had for awhile and have built relationships with.
By the way, keep track of those subscribers that buy from you or your long running subscribers by developing separate lists. My Aweber autoresponder service makes it easy for me to segregate lists so that I can cater to those that show the most interest. It’s a good practice to follow for increasing sales
Converting subscribers to customers requires the same basic steps as many other marketing strategies. Create a goal, and a plan to achieve that goal. Then implement the plan, and of course test and track your results so that you know where to concentrate your efforts.
What are some of the things you do to establish trust with your subscriber?