Your email list is made up of customers who’ve already purchased from you and potential customers who have as yet to purchase. Both made a conscious decision to subscribe to be on your list. Both most likely downloaded your free offer, attended one of your free webinars and probably took advantage of one of your free consultations.
Now, you didn’t expect everyone to immediately become a customer, but after your latest offering, you’re surprised more didn’t. You thought you made a great offer, with great bonuses and great value at a reasonable price. So what happened? Why didn’t more of your email list of potential customers convert into buyers?
Well, let’s start with the obvious.
Definite Non-Customers
Some of your email subscribers are just there for the “free” stuff. They are trying to soak up as much information as possible without paying for it. They also may include other marketers sizing up your offering and marketing strategy.
That leaves all the rest to be your potential customers.
Potential Customers
These email subscribers continue to be interested but don’t commit. Here’s a selection of possible reasons they have for not buying.
They …
- are still working on completing the last program they purchased
- just maxed out their credit card with a purchase from someone else
- can’t afford to invest in your higher price offering
- are unsure if they really need your program at this time
- suffer from procrastination
- panic at the thought of having to use your new tech applications
- not business ready to take the next step you’re offering
- overwhelmed by learning another new strategy
- are skeptical, cautious and/or indecisive
- think your price doesn’t match the perceived value being offered
- are considering a similar offer from another marketer
- feel there’s not enough sense of urgency to make a decision now
- like your offer but for some reason they can’t relate to you
- are turned off by a mail blitz from you and your JV partners
- feel the benefits being offered are not specific enough for them
- they have expectations you’re not meeting
Good News
Well, the good news is that your potential customers haven’t unsubscribed from your email list! It means for some reason they are still interested on some level. And, it gives you an opportunity to market to them more specifically.
The Value of the Segmented List
By taking the time to segment your email list between purchased customers and potential customers you can be more specific with your marketing strategies.
Your purchased customers should be getting a marketing campaign that provides more in-depth information related to their topic purchase and other higher-end products and services. This builds up the know, like and trust factor, as well as, confirming your expertise.
Your potential customers should get emails that continue to address, not only, the solution to the problem you offer, but also, concerns or reasons for not buying. You’ve probably noticed one marketing technique when there’s a webinar promoting a high-priced product. Just before the deadline date to purchase ends, there’s a follow-up email saying in response to inquiries, yes they are going to offer a time payment plan. Now, you will never know if there were actual inquiries, but it does increase the possibility of converting potential customers by meeting one of their needs.
By anticipating some of the reasons why potential customers are not making a purchase, it can help you adjust your marketing emails to how they can still get your product or service.
Do you segment your email list?
Updated June 12, 2017
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My email list is still something I need to get better with…just don’t have much time yet…
Yep… my world (list) is full of those that have one of those many excuses and more…. starting with the free information that they never have any intention, realistically, to do anything with. LOL But hey, I won’t give up.. something will make em bite. Great tips
Segmented lists are a necessity. It’s just a routine part of our sales funnel. I believe people really aren’t meant to say yes the first time. We’re not wired that way. Great article!
Great timing! We just moved to a new email provider to be able to support list segmentation. Our previous provider claimed to do segmentation. However, after much trial and error (at the expense of my subscribers!), we figured out that provider’s service wasn’t working. There are so many reasons why people don’t buy! Selling comes easy to some, but I find it challenging. I’m hoping to “talk” more often to my list now that my email is fixed. Many people say the money is in the list!
This is a comprehensive list of all the reasons people don’t buy. I agree that we still have them on our list and they still CAN become customers. For my product line I feel it is a combination of no urgency and lack of funds
TY! was very helpful reminder that not everyone is ready to buy at the moment!
I don’t segment my email list like I should. This has been on my ‘to do’ list. I think there is tremendous value is segmenting your list and focusing email marketing efforts accordingly.
Great information I always wondered about but never figured out. The Potential Customer held the most information for me. And you are right, if a customer has not unsubscribed from you there is still a chance.
I didn’t fully understand the benefits of segmenting lists before reading this, Joyce. Now it all makes sense and I’m going to do it for my Wacky Workshops customers. Thank you.
Great points in this post, Joyce! My email list began as family and friends who enjoyed my writing and wanted to be updated about my recent posts or radio appearances, etc. My challenge has been that I really wasn’t offering anything they would need to buy. I had a free gift, a chapter of my book, for new newsletter subscribers, mostly in hopes they would buy my book. Now, as I have moved more into the health and wellness arena, I do share info about health and also offer a free consultation for those who are ready to commit to their health. The challenge again is my list hasn’t really been with me for that part of what I offer. I know I would be wise to begin a new email list that is targeted only to health and wellness, however, that would most likely mean setting up a new website and many other things needed to go with it. I like the idea of segmenting my list and that could be done with one simple email asking if they want to be on a health related list only.
This provides such valuable insight into the importance of segmenting our lists. No, I don’t do it yet, but I will be! Thank you!
Joyce, your list of what may be happening with potential customers is so comprehensive. I love it! I have a great CRM program, but I do need to tweak my lists. Recently clients I haven’t seen in many years have responded to my blog emails asking to set up an appointment. It is great!
Joyce,
I love the thumb, but when customers don’t purchase we don’t have business. This is a great article and I understand that segmenting helps separate buyers that are really interested in your product or service.
Thank You,
Lori English
I had never even thought of segmenting my list, Joyce. I’m chewing on the idea! I’m not sure it would apply with my service, as I’m a big-ticket, all-inclusive one. In other words, I don’t offer this or that or the other, but one big package.
I need to go out with a newsletter as we speak though, so I’m going to chew on this some more! Great info, as always.
I would love to use a segmented list, and plan to – I feel like my email marketing is barely hanging on! Something I need to focus on….