If you're a digital marketer, the chances are that your ultimate goal is to convert users into readers and then into customers. But somehow, many of these people end up leaving before they buy any product or service from you. How can you keep this from happening? At which stage are you losing customers along your funnel, and how can you identify it and fix it? Let's find out.
Losing customers when they opt-in
The first moment that you can lose potential customers is as soon as they have any contact with you: as soon as they're about to opt-in. There are two big reasons for that. First of them, typos. They happen, and they're abundant on the internet. He will never make it into your email list if your user makes any mistake while writing his email. And that's too bad: if he doesn't notice by himself, he will end up never being a customer just because of that!
Furthermore, his email will be "invalid" for your list and will only help to damage your sender reputation. That's why we, at TheChecker, have developed a feature that checks immediately for typos in any email that has been entered into your email list - and therefore, we can save these customers for you. If he wrote firstname.lastname@example.org instead email@example.com, we will know that! And make it right for you. That's a user that will keep existing for you, and you will still be able to convert him in the long run.
But if they have done so in purpose, that's a bit trickier - he could've used a temporary email to get whatever you asked your email for, or even a false email (depending on how you structured your landing pages and lead magnets). First, you got to consider if you want to have these people in your list: they tend to be the users that disengage, and usually are not warm enough.
If you do want to keep them, then what you can do is to promise that he will get something over the next few days - a series of articles or videos with substantial content. That way, he will have no option but to give a valid email for you, albeit many times, it may be one that he doesn't use as much. Well, at least you're trying to engage him through content, and that's important! And that leaves us to the next step.
Losing customers because of weak content
Content that engages users shall be your first and most important priority to keep them and convert them into customers - bad content will end up losing customers in the long run. After all, it is good content that makes people connect with your company and eventually buy your products or services online. So spend time getting it right: discover whatever your user wants to receive from you that will keep him reading your emails repeatedly. And keep it flowing. You shouldn't stop sending emails to engaged users; otherwise, they will simply disengage.
You can also make a video to be part of your email, which can boost CTR (click-through rates) by up to 200% or 300%. Videos that highlight or explain your products give insight into your brand or how they are made, show off the people involved. That's all very rich from a sales perspective. People are more likely to understand your product or service and be able to imagine it with them. This is powerful in increasing sales.
Also, you have to make the people OPEN your emails more often. You can do that by spending more time on your subject line - which is the most important thing to guarantee that people will, indeed, open emails. Most times, creating an enticing subject line is arguably more important to your results than the text inside your email. But beware: you can't be too spammy, or you will suffer the consequences of the dreadful spam list.
But don't forget that your ultimate goal is to convert users into customers, so you can't fool them. Be truthful, even if that costs a little bit of an open rate, it does compensate in the long run. Always include content that fulfills the promises of your subject line. Don’t use easy clickbait subject lines that will only leave readers disappointed and angry at you - this will hurt sales, instead of increasing. So never forget to look to ALL the metrics.
Losing customers because you don't understand them
Targeting your emails to different interest groups will help you convert users into customers more often. You should never have only one email list, but many that can understand all the differences between your users.
Maybe the best way to avoid problems is so easy that you will not believe you didn't do that before: segmenting your list. If you don't do that, you may be sending emails that aren't relevant to your subscribers and will get many disengaged users. Segmenting your email list is the best way to guarantee a significant open rate, big responses, and good revenues through email marketing - don't let everything on the same list!
If you have only one email list right now, try making a few of them, and the further you go into the details of each list, the more likely you will be effective through your email marketing. This can be a game-changer and increase your revenues in the email marketing game.
Also understand that each business is different, with different sales cycles. You have to understand and master yours, which will help tremendously to stop losing customers. What does it take to a customer to make a buy on your site? Do you have to warm him, or is he an impulse buyer? Does he convert in a day, a month, or a year? Those things matter and require some thinking and testing to know, but once you master it, you're on the right side.
The first thing to understand your business cycle is to understand who your customer is - try to make campaigns that are not wide and global but niche targeted and fine-tuned according to your audience. By focusing on the right persons, each campaign will have a better chance of succeeding and improving ROI. Also, have great landing pages to each stage your client is, lead then to high engagement, and secure his email address.
Once you have their email, gently remind them of your existence from time to time - be it via newsletter, promotions, discounts, there are a plethora of ways. Get good content that leads to engagement. Make him feel like he is a friend of your company and understand all the benefits you're showing to him. If he's engaged, chances are he will be converting soon - some cycles are longer than others, and you have to understand and respect that.
And work on remarketing, which is a brilliant method for a target audience. The cost of retaining a customer is three times smaller than bringing in a new one. Check who visited & bounced, who has bought, who has filled in the form, who has called. And work these guys out! Send custom ads to this audience with them in mind.
Losing customers because of low email deliverability
One last thing that you have to take care of is constant email validation, so the most precious of your channels don't die out - that would be very detrimental to your business. What we call the ultimate email marketing mistake is to let too many invalid emails to enter your list, and keeping them. You should always strive to have only valid emails on your list. You can lose tons of customers because they're not receiving your email! That's why email validation is so important to us.
What is email validation, you may ask? Well, to put it simply: imagine that you have an email list for over one year. You started with 0 emails, and now it has 30,000 emails. Without validation, you will send emails to all these 30,000 addresses, and some would return - those are invalid emails. Over time it's a cost (as mail SaaS are usually pricier when you have tons of emails), and it damages your sender reputation.
With email validation, we (The Checker) will find out which emails don't exist anymore or never existed at all (typos, temporary emails, and false addresses). You will end up only with the valid emails, therefore raising your deliverability and helping to keep a healthy email marketing strategy. Imagine that over a year, those 30,000 emails turned into 22,000 legitimate emails, because 20% of emails are not authentic after a year, and this number doubles if you are talking about corporative emails. We saved you from 8,000 potential problems and hard bounces. Oh, we have algorithms and technology which do that in a few seconds and very efficiently, with 99,9% rates of success.
In the long run, this makes a massive difference for your business. Don't ever be afraid to see your email list shrink. That's good, as you're focusing on better emails with higher chances of being read. Write good content, and those users will bond with you and turn into costumers! We call it a good email marketing strategy that converts and helps you build your brand. In the long run, that's what you want, right?
You have to do it from time to that, like cutting your nails. There's no specific timing to it, but you should at least try to do it once every quarter. If you have hundreds of thousands or millions of emails on your list, it might be better to do it every month or every fortnight. The same if you have mostly corporate emails (as they change faster than personal ones). It will help you avoid those hard bounces that can be so damaging to your send reputation.
If you do these four things from time to time, yes, you will be helping your email marketing strategy to survive in the long run: you may avoid big problems because of that. If you have to start over, you will see your ROI dropping deeply, and it will cost you too - after all, every time you have to set up a new server, it may be a few thousand dollars that go away needlessly. Many users are using email marketing again because of email validation. We're glad to help you to optimize digital marketing.
We are committed to helping you on that journey, and that's why we were chosen as the best email validation tool in places like Capterra and Trustpilot - amassing a significant number of clients that are among the biggest companies in the world, such as Netflix and WeWork. In other words, trust us to make your list more trustable. It's our mission. Try our tool for free on this link, and remember that we have custom plans which can be very helpful to your company. Good luck!