February, 2012
Are you using opt-in email to drive prospects to your Web site?
Not a big surprise. This is standard operating procedure.
What you might not have realized is that email can do a lot of other things extremely well. Here are just five ways to use email that you might not have thought of. Since I write a lot of emails for technology companies, I'll use a software product for illustrative purposes.
If you want to see the kind of sales results I get for my tech clients
(and can get for you no matter what your product or service!)
CLICK HERE (pdf)
#1. Encourage the use of your downloaded product.
You don't want people to simply download your software. You want them to actually put it through its paces. So invite prospects to do just that in a follow-up email. Here are some things to include in your email:
+ Personally thank the prospect for downloading the software
+ Tell them they've just joined a family of over XX,000 satisfied users
+ Tell them that they are just seconds away from seeing for themselves how great your product is
+ Tell them what they'll see
+ Tell them to try it RIGHT NOW!
+ Tell them to buy at a special price after they've tried it
#2. Ask for the sale after the free download.
It's a real pity to let prospects download your software and then not keep contacting them via an email mini-campaign that gets them to try and buy. If you don't pursue the downloaders aggressively, you're missing out on some great opportunities. Here are some things you might do in this kind of an email:
+ Thank them for having downloaded your software
+ Tell them that they are eligible for a special, limited-time offer. Mention the cut-off date
+ Tell them why they need the product NOW
+ Walk them through the killer benefits
+ Provide clear ordering information
+ Stress the guarantee
#3. Cross sell your product.
Why settle for selling only one item in your product family? You should always be looking for ways to cross sell products. Points to cover in your email:
+ Thank them for their business and acknowledge that they're a valued member of your "family"
+ Explain that because they bought product "A," they are eligible for a special deal on product "B"
+ Tell them that they are eligible for a special limited-time offer. Mention the cut-off date
+ Tell them why they need the second product NOW
+ Walk them through the killer benefits
+ Provide clear ordering information
+ Stress the guarantee
#4. Generate sign-ups for a Webinar.
If you want to run a Webinar, go out to an opt-in list and make a compelling invitation. Do it right and people will register. Here are some
bases to cover:
+ Make a personal invitation
+ Get the title of the event as well as dates and times up front
+ Explain exactly what the event will do for the prospect
+ Explain very clearly what technology they'll need to attend (If people think it's complicated or difficult they'll never join you!)
+ Provide clear registration instructions
+ Explain why the event is worth their precious time
#5. Get customer testimonials.
If you want to get glowing testimonials from your customer base, send registered users a friendly email asking for their help. The results of such an email can be outstanding. Points to cover in your email:
+ Thank them for their business
+ If you can, let them know what they bought and on what date
+ Tell them, candidly, why you're writing them and ask for their help
+ If possible, provide a "thank you" gift or future discount
+ Tell them that they can email a comment to you
+ Thank them again and express your appreciation
The take-away message this month? Don't stop after you've sent the obvious "please visit my Web site" email message. Think long and hard about how you can unlock the medium's full potential. Opt-in email can be used in a wide variety of ways, and it can make money for you big time!
