Improve engagement and click-through rates.
Determine the next step in the customer journey, and whether you and your customer have enough information to move to it.
Do you have enough information to qualify your new lead? Are they ready to make a purchase? Consider providing links to a few pieces of content to get to know more about their interests, or adding a special offer for new customers. This may change based on the length of your funnel and target customer.
67% of users unsubscribe because emails are too frequent. Asking users to confirm their subscription and update their communication preferences early on ensures you get off on the right foot. Always be clear about how (and how often) you’ll communicate with them, as well as what value you hope to add early on.
Track micro-conversions like trial signups, event registrations, or information product requests as progress toward a goal.
Micro-conversions are the steps between an introduction and final sale. These middle-of-the-funnel steps are all attempts by the user to educate themselves on your offer or a relevant topic. Showing users their progress toward the end goal can act as a powerful motivator and compel them to complete the process of becoming a customer.
For example, Vero shows the steps of using their product in a linear graphic in their confirmation email.
Doing a user’s research for them, and offering personalized product/content recommendations, provides value. It increases the likelihood of them returning to your site or making a repeat purchase. Don’t forget to personalize your copy, too. Email subject lines containing a customer’s name can cause a 17.4% higher click-through rate.
For example, Uber encourages both repeat business and referrals by offering customers $5 off their next ride when they refer a friend to try Uber.