Boost Your Newsletter Conversion Rate in 5 Easy Steps
For those of you looking to boost your newsletter conversion rates, we have come up with five steps to follow to keep you on the straight and narrow:
Rule #1: Provide Useful Information
We’ve tried hammering this point home again and again here at Art of Blog, but the bottom line is that people do want, well, just whatever the heck it is that they want. Your market should define the problems and scope of the interests of your readership, so give people at least a healthy taste of whatever it is that they truly want and/or need. Here are few simple rules to live by:
- Your readers have problems, offer them solutions in the very start of the letter. Even if there is no sales pitch to go with it, you’re building trust and interest.
- Your readers have questions. Same as above, but answer questions. Note that questions that come with suggestions that can turn into conversions are great!
- Research. If you have statistics, or the statistics are out there, get them. Making an informed decision requires information, and you ultimately benefit from providing real information that argues your case for you. Be sure to link to the source whenever possible to demonstrate that others seem to support your particular point of view.
- Try to approach problems from an interesting perspective whenever possible. Figures can still be figures, but they can be ‘amazing’ when you present them that way.
Rule #2: It’s Not What You Say…
Remember when people told you that it wasn’t the content of the message, but how the message was delivered that ultimately proved to be the most important. This plays a major role in newsletter conversion rates too. If you tell someone that product ABC does this, that, and the other thing, but fail to connect it to their immediately needs and wants, then you have certainly proved this saying correct. Instead, here’s what you should do:
- Explain why a product is beneficial to customers, and assume that they have some problem that can be solved by it.
- Talk to customers in a way that they understand. If you are selling Ford truck crate motors, then consider writing with a bit of a drawl. If you are trying to convince people to look into timeshares, start talking the lingo.
- Connect the dots between what a product or service is, and how that benefits the reader. Believe it or not, your readers may not be inclined to do that for you.
Rule #3: Relate In Different Ways
The bottom line is that different groups of people are going to respond to different tactics in different ways. Therefore, your newsletter should use different approaches that are appropriate for the audience. This might include:
- Testimonials – Depending on your audience, testimonials can be very powerful. Some people have found that mixing testimonials with a request for newsletter recipient testimonials increases conversion rates.
- Anecdotes – Some people just need a basic connection between the benefits of a product or service and a real life example, so give it to them. Keep the benefits and real life situation, even if hypothetical, on point and concise for this group of consumers.
- Direct comparisons – Be careful of the legalities with this one, but some people simply love winners. Show them that your product and/or service is on the winning side, and they will come again and again.
- Stories (long anecdotes) – Sometimes longer stories with a recurring theme that connects again and again with a group of people will be resonate with them in a deep way.
- Straight forward copy/asking for conversions- Some people just need you to ask for a sale before they spring for their credit cards. If only we could all be so lucky…
- Non-sales oriented informative pieces – Not everything has to be sales oriented. Sometimes people just need information and can make decisions on their own. Trying to force this group to listen to boring stories or ask for a sale without providing cold, hard statistics is going to shut them down.
Rule #4: Call to Action!
This one gets people again and again, but you need to include a call to action if you expect customers to react. It’s all nice and well to tell them how ABC will solve their problems effectively and efficiently, but failing to follow that up with a link that says “Order Your ABC Now” is like passing up an opportunity. Don’t view it as being pushy or overly sales-oriented, but rather showing people how to get what they want. They need to strike while the iron is hot, and if they are given time to talk themselves out of a transaction, then they probably will.
Rule #5: Be On Time
If you want people to take your business seriously, then you need to take it seriously too. Show how serious you are by setting deadlines and sticking to them. If a newsletter needs to be out on the 15th of each month, make sure it is in and ready for review and editing on the 10th. If you need to lose sleep, then lose sleep. Do you think that Donald Trump and Bill Gates got to where they are without losing a few nights of sleep to build credibility? Suck it up and do what it takes to edit those piece BEFORE the due date.
How About Adding a Few More?
How about adding a few more rules to live by for newsletters? Let us know what you have found works in your newsletters and even what doesn’t. Share and share alike people.
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