In this final article in the email marketing series I’ve developed for you over the past few months, we discuss several advanced email marketing strategies you can put into use today.
These are email marketing strategies almost nobody uses, yet can add a tremendous difference to your bottom line.
But first, a recap of what we’ve discussed so far…
Go ahead and read ALL of them if you’re just joining and haven’t been following since the beginning. Trust me, it’s worth the time.
Today, I’d like to discuss a few advanced email marketing strategies.
Please note: These strategies should only be used AFTER you have all the basics in place.
All of which I’ll lump into what I call…
Behavioral Email Targeting
Ever visit a retail store or click on an ad online… and then all of a sudden you see that same company showing up in front of you nearly every day?
There’s a reason for that.
Those companies are literally following you. The more advanced technology gets, the more of this you’ll see because it’s becoming easier and easier to understand the buying habits of consumers.
I just read an article the other day talking about future banners in airports that will be able to utilize facial recognition, find your Facebook account in its database and instantly serve up targeted ads to you, on the fly!
Talk about freaky…
The good point is, you don’t need a billion dollar budget to be able to do this.
You can do it using software such as Infusionsoft or Office Autopilot (among others) and tracking your pages. If someone in your list goes to that page, it makes a record in your software and you can create automated emails to go out when your criteria are met.
Let me give you an example.
Strategy #1: Followup With People Who Visit Certain Pages
Let’s imagine you’re selling an information product. Let’s called it Widget A.
You can setup an automated email system that goes out to people who visit your sales page more than once.
Why would you do this?
People who visit a particular page more than one time are mentally preparing themselves to buy your product or service. They’ve become open to the possibility that they might buy it at some point.
If you can answer their objections and show them enough value… they will buy.
That’s why it’s important to follow up with people who’ve visited your pages more than once. They’re interested, yet “something” is holding them back.
It’s up to you to find out what that is.
You can send them an FAQ email… a testimonial-based email… one asking for a reply back to answer any questions they have… or even an entire email series that focuses entirely on the product/service they were looking at (while pausing other sequences they might be on).
Some people might email you slightly freaked out (after all, it IS a little freaky to know you’re being watched), but that just shows you how well it’s working.
Strategy #2: Reducing Shopping Cart Abandonment
Have you ever checked to see how many visitors are hitting your shopping carts, and comparing that to the number of buyers?
If you did, you would be SHOCKED to discover how many people add a product to their cart, begin to check out, and stop… never to be heard from again.
The simple fact is, the Internet is distracting. They might be in the middle of ordering, then all of a sudden their iTunes turns off and they have to play a new song. Then while they’re doing that, they hear a bang outside and go check it out. While they’re outside, they see their neighbor and they begin a little chat. By the time they come back in it’s been 20 minutes and their kid is crying! Then they realize they have to feed their children, do the laundry, etc. etc. etc.
As funny as that sounds, it’s actually quite common. Along with browser glitches, shopping cart issues, not being able to find their credit card, or a million and a half other reasons they might not finish the sale.
The point is, in many businesses, anywhere from 30 – 50% of people who add a product to the cart never end up buying it. In others, it can be as high as 75%.
And it’s a CRIME to let these almost-buyers fall through the cracks without a solid attempt to get them back as customers.
Here’s what you do.
Go into your CRM and track your shopping cart page. Then, when someone from your list visits that page trying to buy Widget A but doesn’t by the next morning, you setup an email to go out asking them what happened…
… and then follow up with a total of 3-5 emails to remind them to complete the order. You can also add discounts, bonuses and anything else you can think of to push them over the fence.
By doing this, you HELP your customer. You do not annoy them.
Remember, they were interested enough in your product that they added it to their cart. They had some type of trouble and abandoned the shopping cart. If you genuinely care about your customer, you should want to sell to them as hard as humanely possible, because your product/service should be benefiting them.
So do it
Strategy #3: Separating Buyers From Prospects
Your prospects and your buyers are very, very different types of people.
Prospects cost you money.
Existing buyers make you money.
(Think about that carefully if you think “acquiring new customers” is the best way to grow )
Because buyers have already proven themselves and made you money, they should be separated in your marketing campaigns. When a person buys a product, they should be taken OFF the prospect list, and put ON a buyers-only list.
What do you do with this buyers-only list?
You treat them like gold.
- You give them new offers (remember, these folks love to buy)…
- You get them exclusive information…
- You take them on exclusive trips (I’m taking a few of the clients who live near me deep sea fishing in August)…
- You give them surprise bonuses…
- … or anything else you can think of!
In other words, you nurture the relationship so they keep coming back more… and more… and more.
That’s the way you reduce refunds, build out your back-end (which is where the real profits are), and grow your business.
So there you have it.
Three advanced email marketing strategies you can start implementing today.
Yes, there are more, but these are the 3 foundations to behavioral email marketing and it’s where you should start if you want to use email to grow your business.
Which, of course, I highly recommend.
So let me know your thoughts in the comments.
What other advanced strategies are you using? How will you use these in your business?
Let me know!