Does everyone who visits your web site buy from you? Many visitors are simply looking for information for a future purchase decision, or your product or service isn’t right for them at this time. Although they didn’t buy from you today, they are good prospects to become customers in the future.
To convert browsers to customers, you need to contact them and remind them about your business. That might mean sending coupons or notices of sales, publishing a newsletter, notifying them when new resources are added to your web site, and providing other invitations to return.
In order to do that, you need to capture contact information from your visitors. Many people are hesitant to provide personal information, because of spam and privacy issues, so post your privacy policy. And most don’t want to take the time to enter a lot of data, so ask only for what you need. For example, subscribers to this newsletter only have to provide an e-mail address. We also ask for a name, but that is optional.
Give visitors a reason to provide their contact data. Just saying, ‘Give us your e-mail address so we can stay in touch,’ probably isn’t going to work. Give them a free download of an e-book or other information they can use. Tell them they will receive sales and specials only available through your mailing list. Show samples of the articles and tips they will receive.
One way I collect contact information is by offering e-mail courses. Subscribers get a series a seven e-mails, one each day for a week. After that, they receive updates–usually every three to six weeks. It is a great way to give a sample of the kind of information and assistance available from you. (See an example at
Don’t abuse the trust visitors put in you. If you say you will send one e-mail a week, only send one e-mail a week. Send more, and people will leave your mailing list in droves.
Make it easy for people to change their information or leave the list. The automated email system I use includes clear links at the bottom of each e-mail.
Be responsible in your use of e-mail. Don’t add people to your mailing list unless they have asked to be included. Never use the cc: field to address mailings. It is best to use mailing software that individually addresses each e-mail. Include your name and postal address in all e-mails, to comply with current regulations.
Keep in touch with visitors and when they are ready to buy, you will be the one on their minds.
