A Lesson On Email Marketing And Purchase Behavior
Wednesday, October 14, 2009
I recently started focusing again on email to help me spread the word and ultimately take my marketing to the next level. I was introduced to a concept by an industry leader many years ago that I want to share with all of you in today’s post.
The concept is called the “purchase decision process” and was taught to me by a leader in direct marketing. Essentially the concept is simple, understand enough about your prospects buying behavior to map out the process they go through when making a purchase. For example, where do your customers start the purchase process? Research? Referrals? What happens next?
Email is a great way to learn about the purchase decision process of your niche as well as take advantage of it for the benefit of prospect and company. What I mean is that if you can help consumers by laying out a process they are comfortable with and prefer, you will experience less resistance when attempting to make a sale.
Likewise, your prospect will actually enjoy the process of evaluating your offer and making a purchase. This provides a win-win for both parties and can significantly influence conversion rates. Some tips I can share with you are:
1. Capture email information at the beginning of your online conversion process. When individuals bail out of your funnel, auto send an email with an opportunity to contact you about their interrupted purchase and give them a way to easily return to where they left.
2. Create a follow up communication plan that moves them through the purchase decision process one step at a time. The follow up emails do not have to be numerous, just aligned to their purchase process.
3. Test your creative, offers, purchase process communications, and so on. Continually work to improve conversion rates.
If you think about the purchase decision process of your prospects, can you clearly identify each step? If not, spend some time thinking about the process and how you can help consumers move through that process quickly.
Set up auto-responders that take advantage of your knowledge from the moment users abandon your site. Capture email address up front in order to make this viable. Follow these simple rules and you’ll see site conversions improve.
Marketing Blog founder and top-selling author Michael Fleischner has been featured on The TODAY Show, ABC World News, and Bloomerg Radio. 
11 comments :
interesting content, the autoresponder is a must for email marketing.
keep up the good work.
Somehow auto responder is important but most striking thing in the post is to make consumers purchase through a process which suits them. Although, improving conversion rate isn't child's play. One has to be persistent and innovative in making things more convenient to consumers.
This is a very helpful article. The buying process is so complicated. Thanks for the clarity!
Great insight, I believe the folloe up emails are really important to being succeful.
thanks for the sharing, I'm studying internet marketing now
Right!Email is a great way to learn about the purchase decision process of your niche as well as take advantage of it for the benefit of prospect and company.I agree with this topic.
I havent try email marketing.. but how can it be possible? that it wont appear as spam
Thanks for this info, very interesting stuff. Do you have an effective method for monitoring purchase behavior or measuring results, so I can see the ROI I'm receiving on my email marketing?
purchase process communications is a good process it can involve the attention of the customer and also can help him/her make loyal. These types of Communications have good impact on the business services and consumers / Customers get attracted towards the business because of good services being provided to them.
yes ,I agree with this command thatEmail is a great way to learn about the purchase decision process of your niche as well as take advantage of it for the benefit of prospect and company.
Came across your blog. Very good.
I have my own company and Email marketing helped a lot.
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