Questions

Why are my email autoresponder series that I have setup NOT helping my customer conversions at all?

I have a 7 email autoresponder series that I send out evey 7 days after the users registers on my website. However, based on the data I collect; I notice that the customers I do get immediately sign up for my service. So they will first register on my site and they either sign up immediately or they sign up 2 days later...this has been the ongoing patter I have seen. So all other registered users that don't become customers start receiving my 7 day email autoresponder series, and I can see I have a 20% email open rate on the emails I send but NONE of these users ever sign up as a customer. I give them discounts, coupons, and other incentives within my email autoresponder series but it does nothing. I don't understand why my email autoresponder series do absolutely nothing for customer acquisition. Maybe in my industry or the services I offer don't work well with "email autoresponders" like they do in other industries or services? Or maybe my autoresponder emails don't offer what the "registered user" is looking for even with my discounts?

4answers

Hmm. We'd have to see how you're emails are worded. They might feel extremely spammy. I'd reach out to Donnie Cooper on here. He's an expert in email drip campaigns.


Answered 4 years ago

There are a lot of variables, but there are some key factors to look at.

For the sake of argument (and probability), let's make the assumption that your leads can be converted to customers using an email sequence.

1. What drives the initial sign-up? And does the autoresponder stay consistent with the promise of the opt-in form? If the opt-in promises something like "exclusive content" and instead delivers sales pitches, subscribers might feel lied to.

2. What value does the autoresponder offer? Is it only discounts and coupons, or are you giving free information that's immediately applicable? To put it another way, if you were NOT selling a product, would there be any content left in your autoresponder?

3. Are your emails clearly written? How many links per email? How mobile-friendly? How visible is the call to action?

4. Are you creating a narrative in the sequence? Is there any coherence between each email? Or is it a disjointed series of "please buy" notes?

There are dozens of factors to consider, but I'm willing to bet that you can make some adjustments to your marketing sequence that will help you convert more customers.

If you'd like, I'm happy to jump on a call with you to go through the sequence and see where improvements could be tested. Schedule a call and we'll get started.

Good luck!


Answered 4 years ago

It could be many factors including the offer, the incentive, the price and the product/service. You need about 250 responses to have a valid test. You are describing and email/drip campaign for conversion. This campaign needs to nurture that prospect from the start to the finish line through a series of steps (sales cycle called AIDA - awareness, interest, desire, action). Let me know if you need assistance or would like to set up a call to describe your product/service/pricing/offer in greater detail. Will be glad to assist.


Answered 4 years ago

If you are getting a 20% open rate but no good conversions then I would suggest it is the content within the email that's not working. The strong open rate means your subject line and general trustworthiness as a sender is not a problem, but your content just isn't hitting the right angle.

Based on what you've said about the content of your emails it seems to me like they are all quite price-led messages (offers, coupons etc) but maybe that's not the best way to go. Maybe you need to find another angle or a set of angles that will convert better.

These customers haven't signed up straight away so that means they must have unanswered questions about your service that's preventing them from making a decision. What are these questions? Find out and build a content stray around this.

Or maybe go for a softer content-based approach rather than going straight in with pricing offers. Build credibility first over a longer series of emails and keep the pricing emails to a select few throughout the series.

Hope this helps.


Answered 3 years ago

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