Don’t Send Too Many Offers Too Often
While great offers is often one of the most effective ways to convert leads or potential clients to active or paying customers, you can over do it.
Once you become the email sender who has an offer in subscribers’ inboxes every day or every other day, you will see a spike in subscribers marking you as spam or unsubscribing from your email list.
Limit the number of times that you send offers via email and pay close attention to your email metrics when you do!
Do the Math of Your Offer
In today’s cluttered online marketing world, you often need an explosive offer or incentive to really stand out.
In many cases, this offer will need to be a loss leader, or an offer on which you actually lose money if customers act on it but make money in the long term based on customer repeat business. No matter what your offer is or how aggressive you need to be with it, make sure that you have done the math on what makes the offer successful before you send your email campaign. You need to know how many conversions you need to get and what the value of those conversions needs to be over an extended period of time before you put your offer out there in the world.
Don’t just send an offer to leads or prospective customers to convert them to active customers until you are sure that you can make money off of it in the longer term!
Be Careful With Your Email Wording
Emails with special offers can be particularly susceptible to ending up in the spam or junk folder because they are often filled with words that email service providers have flagged as spam such as free, discount special offer and on sale.
Be careful when constructing your special offer email so that you use trigger and action words without creating an email that email service providers will think is spam. Your email can only be effective if it actually gets into your targets’ inboxes.
Make Terms and Conditions Available
Most importantly, surely any offer you present will have terms and conditions applied to it.
After all, you don’t want potential customers to be able to buy ten products all at an eighty percent discount off! Make sure that the terms and conditions of the offer are easy for your leads and potential customers to find so that you don’t experience a bad customer service backlash later.
Presenting leads and potential customers with great offers via email can often result in fantastic conversions to active or purchasing customers. However, the process isn’t as simple as just sending an email with a strong offer in it. Be sure to put thought and research into developing your offer, the metrics you’ll use to judge its success, and the creative for your email. A great offer can go badly if you miss a step in the process!
Make the Call-to-Action Clear: Ultimately, you want clients to do one thing when they get a sale or revenue generating email, and that’s make a purchase. Make the call-to-action to buy or purchase clear in a text link (not an image link) and don’t clutter the email with too much information or other options for the customer to get distracted by.
Segment, Segment, Segment: The more you can put the exact right product in front of the exact right customer, the more you will convert sales. Avoid, when possible, sending one blast email to your entire database. Instead, split the database into segments and give them the most topical or useful information and products for them.
Don’t Overdo the Images: While it’s true that images sell products, remember that many email clients do not download your images and therefore your subscribers may not see the images that you’re hoping will sell the product. Make sure that you include compelling copy that will make them want to either click through to your landing page or alternatively download the pictures in the email.
Be Careful of Spam Words: Much like with customer acquisition emails, sales and revenue generating emails during the active customer life cycle can run the risk of using too many words like free and on sale. Be careful that you don’t load your email up so much that it ends up in a spam or junk folder.
Make Unsubscribing Easy: Also, very much like customer acquisition emails, sales and revenue generating emails during the active customer life cycle can run the risk of being marked as spam by users if the users feel that you are sending them too many offers, too frequently. In addition to monitoring your email metrics and calendar, make the unsubscribe link easy to find to avoid being marked as spam rather than simply unsubscribed from.