How to Turn a Free Customer Into a Paying Customer with an Email Campaign

Operating as a start up and working on a budget are tough things to handle. Balancing integrity and profit can seem like a trade off. But here I want to change your outlook by showing you that doing a deep analysis on your current customers can:
  1. Give the people on your prospective email list the most relevant and targeted content, and.,
  2. Provide a better and clearer sales pitch to prospective customers and increase sales.
Email Campaign

Photo: Esparta Palma

4 Essential Steps In A Successful Email Campaign

1. Find Your Demographic

First you should identify your main type of client across both your free trial period for instance is it ecommerce, a blog, finance etc.? Then you can think about a tailored email campaign across the 14-30 day trial period to each one of these categories that appeals best to each one. So start by collecting a database of your client’s categories.

What it would take: A simple alteration, in your free sign up form – make it a mandatory field for a user to put their type of website in via a drop down menu. You could do a run down on your current clients and analyse who fits in what category by sending out a one word questionnaire/survey “Please enter which type of business you are (e.g. ecommerce, blog, investments, advertiser etc.)” have the option to put “other” and have them enter it themselves rather than choose an option.
What are the benefits to you: Then you have great data of who you most appeal to, and you can structure your site to convert these customers a lot more highly; the more niche you go the better.

 2. Get Them Hooked

After you have collected data on who your clients are and why they’re using you. You should look at maximising your web hooking points to convert more customers for the free trial and paid services.

What it would take: You should make a clear cut guide to your market on the blog and use it as a reference article with titles such as “How to make the most of [your-company-name] if you’re a _____.” And actually create a page of how to use your company, and keep the steps super simple. Nine times out of ten, there isn’t actually any guide on the site!
What are the benefits to you: People like to be shown how to use your services, and who better than yourselves? If you focus on providing amazing free content and advice, the customer is going to know that once they pay for advice, they will be getting an incredible service.

3. Free Users Into Paying Users

With the data you have collected, and higher tailored conversions you should now be making, now is the time to look at an email campaign to convert your free customers into paying customers and give them the safety of knowing they can get out anytime.

What it would take: Start an email campaign that offers advice/assistance and slowly turns into a sales pitch over the 14 day trial period. Using your collected data you can have tailored email campaigns sent to each category of clients. For instance a blogger is highly unlikely to be hooked for a sale with the same sales copy as a financial investing site. As long as open rates, click rates are being recorded, you can perform email campaigns to test and maximise conversions.
What are the benefits to you: Once you have your data on clients (as in point 1) you can easily segment your email campaign into categories. Then measure the email campaign’s effectiveness to increase sales, you can perform an A/B email campaign split across 50 users and then perform some multivariate tests across: subject headlines, content and link click throughs, this is an on going process that can only be improved upon.

4. Convert More With A Money Back Gurantee

Brief final point: Also introduce a 60 day money back guarantee. 28 days makes a habit, so after 2 weeks of a free service and 2 weeks of paid – there is a very highly unlikely chance of a customer wanting to give up the paid services due to comfort and familiarity. At this point it’s harder to turn back than proceed forward. Also look up the psychology of loss aversion, it’s a mental bias that says people are motivated more by losing things than gaining. e.g. A customer would be fully aware of the services they’re losing if they return your product.

So these are the things I suggest for you to maximise current conversions of free users into paying customers. All my advice is based on collecting data and analysing it so this will give you the best platform to truly release a marketing campaign and make the most conversions, otherwise you might spend a lot of money and get minimal results. It saves that sinking feeling of spending thousands on an ad campaign and having next to no conversions.

I’m always interested in email campaigns, so why not leave a comment about how you prepare and execute yours.

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