List building and Email promotions are two crucial factors for successful online business marketing. Building a customer database from visitors to your website is important, since these visitors were obviously interested enough to see what your website was about in the first place. Depending on how they found your website, they may have been interested in the product or service, but were not triggered to purchase.
If you offer a free newsletter or other promotional bonus, you might be able to at least get an email address out of the visitors to your website. This is important because it gives you a method to send email promotions that may trigger a potential customer to purchase.
Since the visitors to your site are the most likely to purchase your products or services, it is just a matter of appealing to them by building trust and loyalty. Sometimes, this can be accomplished through repetitive, yet informative email promotions that are not invasive.
Research has found that 60% of Internet shoppers abandon their "shopping carts" before they complete the purchase. The large part of the reason may be that they did not trust the website or the online business enough to feel comfortable giving their credit card number. This may mean that website content needs to be looked at in order to find better ways to instill this trust. It is possible, with a few changes, you can increase your purchase completion rate.
Of course, past customers are the easiest list to build and email promotions to past customers is geared at discounts or coupons for future orders and repeat business if it is a consumable product. When it comes to list building for email promotion, you need to analyze the demographics and gear your email promotions to the classification of names on your customer or potential customer database.
Invite feedback from past customers. Invite questions from potential customers. Give them several methods to reach your company such as "contact us" links, toll-free number, fax number or physical address. These things make customer feel more trusting if they think you have a physical business and not a fly-by-night operation.
The other thing to remember is that your website needs to grab their attention within the first few seconds they view it. This is a good time to try to get very basic information to start your list building. Once you have an email address, you can start sending periodic email promotions, and as the potential customer gets to know more about your products and services, they are more likely to purchase.
Sometimes, things like free video demonstrations, conference training calls and product samples can trigger a potential website customer to sign up for your email promotion list.
The thing to keep in mind is that your website is the storefront for your online business and you have to get the customer to come into the store before you have a chance to sell them anything. Just like window shoppers, they will often come back at a later time to make an actual purchase. The key is to use list building and email promotions to win them over as a repeat customer and keep your name in front of them from time to time.