Recently a user has contacted us on a live site. He was interested in the following question: how to convert email-subscribers to buyers? What specifically needs to be done so that people who are interested in your company or the content of your company become your customers? We answer.

To turn a subscriber into a client, you need to slightly push him
To turn a subscriber into a client, you need to slightly push him
Creating an active and involved subscriber base
There are quite a few ways designed to convert subscribers into customers, and in this article we will focus on the three most common ones in my opinion. But before you go to them, let me make a small warning - the methods that will be described below are unlikely to bring good results if you do not have an active and involved subscriber base. There is such an opinion (I don’t know who and when expressed it, but it’s been to me on the Internet more than once) that a user must perform at least 7 interactions with a brand before buying something from him. And even if this statistic is fictional, the grain of truth in it definitely is. You can not pounce on users on the very first day of a subscription with offers to buy something. It is necessary to gradually increase the involvement of subscribers and only then go on the offensive. The following five rules will help you with this:

1. Never buy ready bases with addresses

Remember, you can’t sign up for any kind of newsletter without their consent (even if your letters are really interesting and of high quality), otherwise you will receive such letters in your address:

A letter that I wrote to the host list, to which I did not subscribe
A letter that I wrote to the host list, to which I did not subscribe
2. Create quality content

Regularly creating high-quality and unique content (not unique in terms of high interest in Advego Plagiatus, but in terms of semantic content), you increase the loyalty of subscribers and earn yourself expert status. Why do this and how it will affect the decision of a person to buy, I think, there is no need to explain.

3. Observe adequate regularity.

The frequency of distribution should be such that your subscribers always remain "lukewarm". If you give them too much attention, you will be taken to the Spam folder. If, on the contrary, you will get a low percentage of openings and clicks and complete indifference to the brand. The ideal regularity of mailing, in my opinion, is 4-5 times a month.

4. Segment subscribers

Be sure to segment your subscriber base. How to do this and what types of segmentation are, we described in detail in the article "The most undervalued strategy of email marketing is subscriber base segmentation." Thanks to competent user segmentation, your content will always be as personalized and useful as possible.

5. Do not stop halfway

The more quality content your subscribers consume, the faster they will have a desire to purchase your product, and the more willing they will be to click on your selling offers. So, be patient and try not to break into advertising ahead of time.

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Fine. I have a good base involved. What's next?
Now that you have gathered a good subscriber base and got them involved in interacting with your brand, you can proceed to action. The following methods will help you with this:

Method number 1 - a letter with a specific proposal and links to the landing page
Briefly describe the main advantages of your proposal and why it will be interesting for your subscribers and give a link to the appropriate landing page. When composing such a letter, pay attention to the following nuances:

The letter should be sent only to those subscribers who may be interested in your proposal. These people are easy to figure out if you use segmentation.
Your letter should contain no more than one promotional offer. Do not try to sell everything that is in your range. Focus on one product or service so that users do not have difficulty with the choice.
The text should be simple and short. Few people read the long letters to the end - there is too little time, and the information received in our mailboxes is too much. Pity your subscribers.
In the text of your letter should be at least two links to the landing page.
Landing title must be relevant to the call to action that leads to it.
Landing itself should be clear and informative.
How to create high-quality landing pages, we wrote in the following articles:

a) 21 typical landing page problems

b) 20 rules to help you create landing pages

c) Landing: dispelling some myths about landing pages

Practical example

We have a good subscriber base: an active, involved, almost no “dead” subscriber,and recently we decided to send a letter to her advertising one of our services. Immediately make a reservation, we did it for the first time, because we really appreciate subscribers and do not want to annoy them with any kind of advertising. But since we also do business, and we need sales no less than our users, we decided to try. Here is the letter we sent. To see it, click on the picture below. Click on the picture to view the full letter. Click on the picture to view the full letter. Since we are not engaged in the segmentation of subscribers (yes, you can laugh and throw tomatoes at us, just for now there’s no time, Now they have focused on building up the Vkontakte group. By the way, join us, it has become very interesting there now), the letter was sent all over the base. There was a fear that many would unsubscribe, but the results were more than satisfactory. Of the 3,000 subscribers, only 4 people unsubscribed, 84 people followed the link, 2 people made an application. I agree, the result is not brilliant, but considering that the service we advertised in the letter costs from 25 thousand rubles, it is quite acceptable. If I used segmentation, I’m sure the result would have been even better. Method 2 is a series of interconnected emails. This method is more complicated than the previous one, and in theory should be more efficient. I say “in theory,” since I did not use this method for our mailing, but I read many successful foreign cases. The meaning of this method is as follows. You come up with a series of emails that will be sent to the subscriber after performing a certain action (subscribing to the newsletter, clicking on a certain link, participating in a survey, etc.) and setting up the appropriate autoresponders in your email service (about how to do this, I I wrote in great detail in this article). Here are a few examples of such episodes: The first example is an action to subscribe to a newsletter. 2 days later - a letter telling about your business, your team and links to the most high-quality content of your site: articles or past issues of a newsletter. 10 days later - a letter telling about your products or services. 15 days later - a letter containing several successful cases on your products / services. 1 month later - a letter offering to order your product or service. 1 month and 1 week - a letter offering a discount on a product or service. one a month and 10 days - a letter warning that the discount will no longer be valid and that the subscriber has the last chance to use it. The time intervals and the topics of the mailings can be changed at their discretion. The number of emails is unlimited. If you think carefully about the logic of the letters and correctly configure the autoresponders, the effect of this method can be very significant. The second example is an action to subscribe to a trial version of an online service. On the same day you send him a letter of thanks. After a week you send a letter with a detailed description of what functions are not in the limited version and a call to action to switch to a paid one. If the user refuses, after another week you offer to switch to the paid version again, but at a small discount. Important m ment: a series of such emails should be part of your email strategy, it is very important to conduct regular mailing with materials from your blog or just useful tips or market news along with them. Method number 3 - permanent links in the footer The third method of converting subscribers into customers is, perhaps, simplest. All you need to do is to add links to your most popular goods or services in the letter footer, so that users always see them and, if necessary, (when the desire to buy is ripe) can easily navigate through them. You can see an example of using this method in the following screenshot: