Many businesses want to attract visitors to their website and convert them directly into customers. While it’s great if you can convince visitors to pull out their credit card within a few minutes of visiting your website, this isn’t always a realistic option. It can be especially difficult for businesses who sell higher priced items to convert visitors directly into customers.
If you’re frustrated that your conversion rate is much lower than you’d like, the good news is there’s a simple way to convert more of the people who visit your website into potential customers. An email newsletter may be exactly what you need to get better results from your online marketing efforts. Although a newsletter may seem like an old school marketing tool, there are several reasons why it can be extremely effective:
Build a Relationship: Although there are impulsive buyers, a significant percentage of consumers are very thorough about the decisions they make. This type of consumer doesn’t dive right into a purchase. Instead, they spend time doing research and analyzing this decision. One of the factors they take into consideration is how they feel about your company. They are much more likely to purchase from you if they view your business in a positive light than if they don’t have any feelings about it. And one of the best ways to create this type of goodwill among potential customers is to use an email newsletter to build a relationship with them.
Avoid Wasting Website Traffic: If making a purchase is the only option you give to your website visitors, you’re going to lose all the ones who decide not to buy. However, if you have an email newsletter and provide a sign up form on your website, you can capture these visitors and work towards making a sale at a later date.
Stay on Potential Customers’ Minds: Your business may sell a product or service that people only need at a certain time. By sending them a monthly newsletter, you can ensure that you stay on potential customers’ minds. Because you’ll eliminate the possibility of them forgetting about your business, they’ll immediately get in touch with you if a situation arises when they need what you offer.
Have Others Help with Your Marketing: The best newsletters are those that provide real value to recipients. The value can be anything from useful information to a coupon. When people receive something of value, they want to share it with others. Because they’ll be able to forward your newsletters to their friends and family, they will actually help you with your marketing.
Sell When the Time is Right: The most successful email newsletters don’t constantly pressure recipients to buy. Instead, they build interest in the benefits a a product or service can provide someone. After delivering this type of interesting content, a good newsletter will provide a special opportunity to make a purchase that people won’t want to miss.
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.
What’s the most effective newsletter you’ve received from another business?
Posted on Fri, November 25, 2011
by Brian Waraksa filed under