How Email Tips The balance

The holy grail of all on-line activity must be to obtain the visitor’s email address!

Lets look at this using the analogy of hot bath, while it is possible to fill a bath without inserting the plug, your reaction to waste would stop you. Water and heating it costs money. Just like the hot water flowing from the tap visitors to your web site may be swirling around the bath before plunging out through the plug hole. Gone for ever. Inserting the plug retains the hot water..

This leaky bath analogy applies to many web sites, the visitors come in look around quickly and leave.

The primary objective of any site must be to capture and nurture the visitor. Give them interesting things look at, read or watch. Peak their curiosity and encourage them to want to discover more. It is your opportunity to show how your creative solutions can meet their needs or solve their problems.

For some web sites that is where it stops, the customer is expected to jump in and buy now. Or make a phone call, or remember this fantastic site, and come back months later when they need it.

I consider that approach reckless as the ‘law of response’ comes in to play. Given a random crowed of people, less than 0.5% are ready to buy now. That is ONE buyer in 200 visitors, in some markets that can be as low a One in 500 visitors.

The point is that attracting traffic to a web site costs money just like the gas or electric bill. Buying traffic from google at an average minimum is £30 / 100 visitors, and that is in a low competition market. In some markets visitors will cost a few pounds each. You have to make those visits count.

By collecting an email address we open the possibility to a sale at some point in the future. This is not a guarantee but does keep you in touch with an ‘interested’ prospect base. The collected list is yours, it cannot be taken away from you.

Many people find it hard to pay for web traffic and rely on, free search engine ( SEO) and social media links. These can be a successful source of site visitors but this free traffic is open to the changing whims of big companies, they can turn off the tap over night without any warning.

Unlike your email list that cannot be taken away!

Capturing an address can be as simple as inserting a box or link on your website “Join our Mailing List“ or give value with “enter your email address for a our 10 best mountain bike trails in the highlands.” Collecting an email address is effectively a quick sale as the site visitor is more likely to give an address on the first visit than they are to buy something (especially if this will give them an interesting freebie). As I said, response rates for online sales can be lower than 0.5 percent, but asking for an email sign up can be greater than 5 percent.

This is how email tips the balance

In the world of online business, capturing an email address while it might not bring an instant cash it does reduce the cost of web traffic and can be all that is needed to make a website profitable.

Crunching the numbers, using my example above

£60 for 200 visitors = 1 sale

£30 for 100 visitors = 5 email addresses and over time 1, 2 or 3 sales and more

Also a nurtured email list will generate a response rate similar to the sign up rate that captured the address in the first place. This is because as the list builds only the really interested parties tend to stay and read the email. With a list of 1000 people a good offer could get a 3% to 5% response, 30 to 50 sales. This can be repeated any number of times over the year and for any number of years as long as the names are on the list.

This is why email is the holy grail or secret ingredient of any website.

If you are new to email marketing click here

For support with your email systems try the  “ Email Super Charger