Thank You and Come Again

June 19th, 2008 Chris Posted in E-mail, Marketing | No Comments »

As I mentioned in my last post, we’ve spent this week at our marketing group meeting. Lots of good ideas and I have to admit, once and a while its completely embarrassing. Not that the attendees aren’t supportive and genuinely trying to help each other. It’s just when you get advice that makes you realize how daft you are not to have thought about it.

One point that really struck me this week is the opportunity we’ve been missing each time a prospect or customer has an interaction with us. Basically, the principle is that every time you have an opportunity to sell something – do it!

What specifically we’d been missing is a sales opportunity when you are thanking a prospect or customer for a sign-up or purchase. For example, when a customer that signs up for our newsletter, we automatically send them to a thank-you web page confirming the details. What we hadn’t been doing is using that opportunity to try to tell them about a purchase offer on that same purchase web page.

Another example is for events. We used an attendee info follow-up web page after someone registers for our Powerhouse Event. It was great for providing logistic details but what we should also be doing is offering a discount if they sign-up a colleague.

On our squeeze pages (the pages that someone goes to after clicking on an offer where we try to get them to sign-up or buy), we even added a “No Thanks” link just below our order button. The “No Thanks” sends them to another page where they get a free offer to join our newsletter. We’ve done that recently and had great conversion for folks in joining our newsletter where in the past they’d just be gone…

The long and short is that many folks forget to take advantage of a responsive customer – that is a customer demonstrating that they will respond to your offer. Why not give them an opportunity to be even more responsive when you thank them?

So instead of “Thank You and Come Again” try “Would you like fries with that shake?”.

C .