I have written about email marketing many times before. It is an important tool for selling more software, both to prospects / trial users (using auto-responder email sequences) and to your existing customers (with newsletters and sales campaigns).
And today, I am going to write about it again.
Because in the past 3 weeks I learned a lot about email marketing. Sadly, I had to learn it the hard way.
So here’s my story and a summary of the things I learned. I know, it’s long, but if a large part of your business depends on sending emails, it may save your ass one day.
Nice message in my inbox, from a reader of this blog:
I wanna thank you for your tips on “How to sell more stuff to your existing customers“.
I followed your advice and, as you can see, got some spectacular results:
I really needed that “do not hesitate to send reminder emails”.
Without your graph and that beautiful second peak I would never have sent the reminder mail. Was nice to see that with another product, other campaign, the impact is similar.
Perhaps marketing is science after all
You know your sales campaign is working when you
receive a worried email from your payment provider
We noticed a significant increase on the nr transactions for collectorz.com, please see the table below.
Is there a particular reason for that?
Thanks in advance for your comments,
If you have been selling software for a while, you have probably built a considerable customer database. But to what extend are you taking advantage of that important asset?
How can you sell more stuff to your existing customers?
But before we move on to the HOW, let me first give you 3 reasons WHY you should sell more to your existing customers and some ideas on WHAT you could sell to them.
(this is a reworked and updated version of my presentation at the European Software Conference in London, November 2011)
I love the mobile apps business. If done right, there’s a lot of money to be made here. At Collectorz.com, we’ve been selling apps since May 2009 and it’s a big part of our business now.
However, from a software marketing perspective, I keep running into 3 main problems of the current mobile apps biz (one of which is App Store specific):
- No customer information (App Store specific)
- No ways to do coupon or bundle discounts
- Low pricing levels
Here’s the full story on all three, including my suggested workarounds:
Last week, I told about our Upgrade Week, during which we had a reduced upgrade fee for Music Collector ($14.95 instead of $24.95).
On Tuesday I emailed all old-version users about the offer, then on Saturday I sent out a short “2 days left email”.
Yesterday, was the last day of Upgrade Week, so the results are in.
It’s been over a month since I emailed all Music Collector 8.x users about our “Vee Nine” upgrade. So time to try and pull in some more upgrade sales. This time I am doing an “Upgrade week”, during which we have a reduced upgrade fee for the rest of the week (valid through Sunday May 9). We have done upgrade weeks before and the urgency of the nearby end-date really helps to generate a lot of upgrades. Continue reading
Three months ago, we released a major (paid) upgrade for our Music Collector software, version 9. Since then, about 15% of our existing customers have upgraded. Not bad at all.
But it also means that there’s still a lot of people who did not upgrade (yet!). And of course I am not going to let em get away with that.
At Collectorz.com, we regularly send out special offer emails to our customers, giving them a special discount deal on a new product, a software upgrade or a barcode scanner.
We have been using urgency with our offers for quite a while, but last week we tried adding some scarcity. Continue reading
At Collectorz.com, we’re experimenting with the use of video, for both promotional and instructional purposes. Our in-house video guy AJ has already created cool promo-vids for our 3 main products. For instance, check out the Movie Collector vids.
For yesterday’s Collectorz.com newsletter, we decided to try something different: a “meet the team” video, showing a tour of the Collectorz.com office and introducing all members of the Collectorz.com team. Here it is:
Meet the team
The player will show in this paragraph
Our newsletter subscribers loved the video. Some feedback we found in our inbox this morning: