Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

Chapter Fourteen

Follow-Up Marketing Strategies

As part of the holistic approach to CRO, it’s important to consider how your follow-up marketing affects your Bottom Line Conversion Rate. After all, it may take more than one visit to your website or further education before a prospect is ready to buy. Sometimes it can take months or years of follow-up before they finally convert. There are many techniques for follow-up marketing. In this chapter, we’re going to cover two of the most accessible and highly effective follow-up technologies—e-mail marketing and remarketing.

Using E-mail Marketing for Follow-Up

E-mail marketing is one of the most powerful marketing tools for just about any business, whether you sell online or off-line. If you’re not familiar with e-mail marketing, the basic concept is that you use e-mail to keep in touch with or market to your prospects and customers. The goal is to eventually convert prospects into customers and keep customers coming back (maybe even bringing some friends). Remember back in Chapter 3 when I said it’s important to capture at least an e-mail address? This is the reason why. You’re going to use the e-mail addresses you collect to create a list. Then you’re going to follow up and create a relationship with each person on your list, hopefully for many years to come (or at least long enough for them to buy your product or service).

A list is just a database, or collection of names and e-mail addresses (and possibly other pieces of information). ...