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CUSTOMER RECRUITMENT UNDER THE SPOTLIGHT It’s not just about
the first purchase Aim for the email address!
By Chloë Thomas
In retail we spend a lot of time, money, and effort attracting people to our websites (and our stores, and our cold mailings) to try and get them to buy. Getting the first purchase shouldn’t be the aim of the majority of our ‘cold’ marketing – our aim should be to get their email address.
Why? Well, it’s easier to get an email address than it is to get a purchase. Once you have their email you can start a conversation with them to get them ready to buy. Te reason it’s easier to get an email address than a purchase is because there’s less risk in it for the consumer, and the less risk there is the more likely people are to do it. Of course once we have their email address they still see just as
much risk in making a purchase so we have to reduce the risk they perceive. Reducing this risk is all about building TRUST with the consumer. Te best way to build up the trust between you and the consumer (and get them to make that first purchase) is to create a welcome sequence. I recently interviewed Nathan Rothstein, the co-founder of
Project Repat (an American eCommerce business who turn people’s old tshirts into blankets) in his words “it’s all about collecting the emails” – that’s the strategy they’ve used to turn over $4m in 2015. He was kind enough to share his stats, and they get 8% of their site visitors to sign up to their emails, and 25% of them will go onto buy. Tat’s an extra 2 percentage points of conversions from their website traffic. Here’s Nathan’s exit pop up:
Direct Commerce |
www.directcommercemagazine.com
FEATURE
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