No matter what business you’re in, at the end of the day we all need some of our prospects to convert into paying customers. This simple truth drives every business from the largest conglomerate to the door to door salesman. Like every other aspect of sales, how to convert prospects into paying customers is a topic that gets covered online a lot.
One of our primary goals here at SurchSquad is to demystify Internet Marketing. To that end, we’ll be doing a monthly series about the different strategies that small to medium sized business owners can use to turn their stream of prospects into paying customers.
This week’s conversion tip is about the importance of the welcome letter. If someone signs up for your newsletter or to receive regular email updates from your company, then you’ve succeeded in getting their attention. Next you need to succeed in getting their business. Your first communication with these prospects should be dynamic, personalized, and peppered with useful information.
Don’t write one letter and hope it works for everyone. Instead, use your web analytics to separate your prospects into segments. Create letters that reflect the areas of your website where your prospects clicked the most.
For example, an online retailer with a clearance section may find that half the people signing up for their weekly updates do so after clicking extensively through the clearance items. The welcome letter these individuals receive could focus on the retailer’s ability to provide value and affordability without compromising quality.
So, take the time to craft targeted, personalized welcome letters. You won’t regret it.
