[Email Hack] Increase Conversions By Asking This One Simple Question

Uncover the secret sauce to skyrocketing your subscription business's website conversion issues with an unexpected yet powerful email marketing strategy.

I'm back in your ears with a game-changing hack that can reveal exactly why potential customers are hesitating at the checkout. If you've ever banged your head against the wall wondering why your traffic isn't converting, this episode promises actionable insights to transform that frustration into tangible results.

Join me, Gary Redmond, as I share a personal experience from BusterBox, where a simple automated email unearthed priceless customer insights, such as pet preferences that were previously flying under our radar.

You'll learn how to craft a straightforward email that cuts through the mystery and delivers real answers to help you refine your offerings and boost those all-important conversions.

Whether you’re just starting your entrepreneurial journey or you’re a seasoned veteran, this episode holds the key to unlocking deeper connections with your audience and elevating your email marketing prowess.

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Transcript

Speaker 1: 0:00

Welcome back to Unbox the Inbox with me, your host, gary Redmond. On this podcast, you'll learn how to grow your subscription business using the power of free and mostly automated email marketing, and we'll hopefully have some fun doing it too. I'm a co-founder of BusterBoxcom and also a mentor and coach helping founders like me and you create their dream life through their subscription business, so I must apologize for not having a podcast out for the last couple of weeks. I was in China with BusterBox. I came home, I went to vacation for a week, then I got sick and then I came back and, as you can probably still a little bit here, I had laryngitis. So no podcasts. I really couldn't pull it off, to be honest with you for the last few weeks and I do apologize. I should have been better prepared. Normally I am. When I go away, I pre-record some episodes and have them ready, but I didn't. My head was not in the game, so I slapped myself on the wrist. But now I'm back, okay, and I'm back with a good one, because I have a simple email hack for you today and it's going to help you increase your conversions on your website but also get some really, really important market research from your customers.

Speaker 1: 0:59

Okay, so the first thing I want to talk about is the importance of figuring out why people are not buying on your website, because if you have people coming over to your website, visiting, browsing, maybe even going to the checkout, but they're not buying. It's a very common frustration for many business owners, no matter what type of business you're in, whether it's subscription or anything else. If you're getting the traffic but the conversions just aren't happening at the rate you'd like, it's very fucking annoying, right, and it's also something that it's very hard to kind of figure out, like why you can be scratching your head and you can be, you know, making changes to your website even and doing a lot of work. That doesn't make any difference. What you can do instead is, luckily for you, we have the power of email marketing, and so today, I'm going to walk you through a strategy that allows you to get real answers straight from your potential customers' mouths.

Speaker 1: 1:45

Okay, so here's what you do you create an automation, and the automation is set up after someone joins your email list from your website, ideally or you can trigger it when someone has actually visited your website. It depends where you get your emails from. So what I'm saying here is if you get your emails from, like a blog or somewhere else and they may have never visited your website, obviously you only want to trigger it. If someone has, for example, clicked a link in one of your emails, okay, but you want to follow up, maybe 7, 10, 30 days later, and you have a trigger in automation that says you know someone has visited a website, wait for 10 days or whatever, and send them a very simple email and just say hey, hey, there, we noticed you took a look at our website a few weeks back, just wondering was there anything that was stopping you from signing up. Okay, that's it. That's the email, that's the hack. Thankfully, I have some explanation about why it works, but it's very simple, but it's also very powerful. So why the hell would you want to send this email? The truth is, the feedback that you get from this email is pure marketing gold. These people are interested enough to join your list, to go over to your website and have a look, but for some reason, they didn't take that action and the final step, to subscribe. So when you actually ask them why, you'll start to see in your inbox some insights that are incredibly valuable for you to know.

Speaker 1: 2:59

These are your customers' objections and the things that held them back from buying, or the questions they couldn't find answers to on your website. So, for example, we did this for our website, busterbox. We noticed a pattern in the responses. We had a lot of people saying, oh, my dog doesn't like teddies, or my dog's really fussy and he won't eat any treats, or he can't have chicken. So we were like that's something we can fix with that for them. Okay, we need to let them know about that, because if they don't want teddies or they want something they want something excluded from the boxes we can actually do that. So what we did? We went back to our website and we fixed it. Okay. So we knew that if this many people had these concerns and, by the way, for every person that actually bothers to reply, you can assume there's 10 more people who had the same concern, who just didn't bother to reply, okay. So what we do is we updated our website to address these exact objections and we also added a guarantee. We basically added a section that says personalized to your dog's tastes, and we also added a guarantee that if the customer is not happy or their dog is not happy we'd make it right, and this reassurance made a massive difference and our conversions increased immediately. Okay, so you can actually take these objections and go back and improve your website in real time.

Speaker 1: 4:04

If people say they're unsure about your shipping process, add a clear explanation about shipping times and cost. If they have doubts about the product's quality, showcase testimonials or highlight your product guarantees, okay, you're going to get this feedback and it's going to be the reasons why people are not buying. Another great tactic is to combine compile these common objections into an FAQ section at the bottom of your website. A lot of companies have this and these are FAQs that address concerns that they're again, they're frequently asked questions, so they're obviously asked frequently what if my dog doesn't like it? Or how does the subscription work? By answering these questions upfront, you're quelling potential fears and actually making it easier for new visitors to convert into paying customers because their questions are answered. If people are hesitating, they usually don't buy, so you're removing friction and giving people the confidence they need to make a purchase.

Speaker 1: 4:50

So the best part about this strategy is that it's all automated. So you just build this email automation once. As I said, it's very simple. It's triggered after someone goes to your website, you build a wait action for 10 days maybe and send them this very simple email. It's designed to be very personal looking. Don't make it very well designed. Make it look like it's a blank text email from the founder. Hey, why didn't you sign up? What was stopping you? Okay, you build this email and set it to set it to send and forget about it and watch in your inbox as this feedback starts to come in and continues to come in forever, without any ongoing work. Okay, that's one of the things, one of the things I love most about email marketing. Once you've set it up, it works for you day in and day out, without you having to lift a finger, and the feedback loop is going to keep giving you insights on how to improve your website, your offers and your overall customer experience.

Speaker 1: 5:33

A pro tip, though, is you can actually send this as a blast to your entire list if you want. If your list is pretty small, you could probably do that. You could say hey, I noticed you've been hanging around my email list for a while, but you haven't signed up. I'm just wondering why not? And that will actually give you a flood of responses right now, because, if you set this up now, depending on what level you're at and the level of traffic you're getting, it might take you a while to actually get some responses. So I would probably, if I were you, I would send this to, if not your entire list, then the people who you can set a trigger of people who've clicked your website, clicked over to your website in the last 30 days or 60 days, and you could send it to them.

Speaker 1: 6:08

Or, if your list is pretty small, like a few hundred people, you could say hey, you're hanging around my list, you're not buying, why not? Okay, and tell me why. That's all. I'm just looking for feedback. Okay, so like the ROI on this guys is unbelievable. Okay, you're getting free market research from the, from the, straight from the horse's mouth, and it's not costing you a cent.

Speaker 1: 6:27

Remember, email marketing is the last truly free marketing channel. You're not paying for any clicks or impressions and obviously the automations like this are powerful and, as you probably know I probably told you before, our own email list and BusterBox has delivered us probably now well over $4 million in revenue, and it's only becoming more and more important as time goes on. So the beauty of email is that not only does it drive sales, but it gives you these insights and you can send surveys and you can gather feedback from your customers. You can also use that feedback to retain your customers longer and to actually reactivate your customers after they've cancelled. So, to recap, here's what you should do Set up an automation to trigger 10 days after someone joined your email list but hasn't purchased, or has clicked to your website and hasn't purchased. Write a very simple email just white text, white space and black text, asking hey, what stopped you from signing up? Use their feedback to improve your website, whether that's adding guarantees, updating product descriptions or making your website more clear or adding a detailed FAQ section and watch as your conversion rates increase and your website becomes a well-oiled sales machine.

Speaker 1: 7:32

I love recording these hacks because they're actionable. They're short I don't keep you here for half an hour, so thank you for tuning into this episode of Unboxing Inbox. If you have any questions for me, you'd like me to cover any topics, feel free to message me. Email me at gary, at garywebmannet, or you'll find me somewhere on the internet Subscription box. Success is my Facebook group, so keep going, set this up and let me know how it goes and then, yeah, hope you have a good week and hopefully my voice will be.