Getting your non-purchasers to buy from your email can sometimes prove to be challenging – you may have a lot less information gathered on them, you may not know who has and hasn’t purchased, or the recipients may simply not be interested in purchasing. To know is to understand, and although you may not have a magic ball to predict your non-purchasers’ behaviour, there are a few tricks to improving your non-purchaser conversion rate.
First, segment your list
Splitting up your purchasers and non-purchasers is one of the easiest list segmentations you can do. By separating your lists, you can begin to monitor how each group behaves like for like.
Cut the wheat from the chaff - look at your bounce list
Once you’ve segmented your list, look at your bounce rates for your non-purchasers and see how many of the email addresses no longer exist. Think about when you move house - you’ll remember the important companies to update your address with but you probably won’t think to contact all of them. It’s the same with email. The ones you purchase from regularly are bound to be at the front of your mind, especially if you review your details when purchasing. Don’t forget there may also be typos in the email address, so it’s a good idea to look at your list and see if you can get back in contact with them. By doing this, you’ll improve your delivery rates and cut out the people who definitely won’t be purchasing, lowering your email costs.
Get non-purchasers familiar with the brand
So someone signed up to your email list? That’s great! Did you remember to say hello and welcome them? Just like in a shop, you need to greet the customers and do more for them than just send a “You’ve subscribed to A Company’s newsletter”. Remember, first impressions count and getting off on a good footing creates a more positive attitude towards the brand. Many campaign management systems offer a customised response which is a great way of adding a personal touch when people subscribe to your list, and this is also a great opportunity to introduce the customer to the brand. A few companies I subscribe to even include a time sensitive discount off your first order to persuade you to purchase.
Look at your email design
Using your purchaser and non-purchaser segmentation, take a look your emails and see what types of links are getting your customers to click through. I have found from personal experience that non-purchasers are much more motivated by product visuals than text links. Perhaps this is because they have less familiarity with the products than their purchaser counterparts? Although this may not be the case for your brand, targeting your emails and making them more relevant plays an important part in increasing your click-throughs and potential purchases.
Too much info? Playing off time vs knowledge
If you want to delve deeper into your email list and build a greater customer profile, then you’re going to require more information from them. This means gathering more data from the customer. On the other hand, too much time required to answer questions and you could put them off signing up altogether… It’s really important to consider exactly what information you need and how you’re going to use it.
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By Becs Rivett
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