Growth Tactic #39: Email an Upgrade Pitch

March 1, 2017

You know all those users who have tried your service/product? Don’t you just love ‘em? Here’s a great way to keep the relationship going with a win-win offer that will have them wanting more. It’s Growth Tactic #39 of your 100-Day Digital Growth Plan, Email an Upgrade Pitch.

OVERVIEW – EMAIL AN UPGRADE PITCH

If your product is a service, convincing customers to upgrade to a newer level of service, or move from a free trial to full service, can be a real challenge. We all get comfortable with systems and methods we know, and it can take a lot to be motivated into a change—but it is not an impossible goal. Stop and think, first—is this customer already convinced that your current product or service is reliable and worthwhile? Before sending your email, be sure the landing page or screen for your upgraded app or feature is ready to go, then include links to it within the email. Second, read on for step-by-step tips and resources.

HOW-TO

STEP ONE:  The key to success is crafting irresistible copy that offers your current user some clear benefit or reward for upgrading. Remember, though, this is an existing customer who won’t be up for a hard-sell tone, so keep it light and just enthusiastic enough.

STEP TWO: Make sure to include evidence in your email like social proof (testimonials, logos), images or graphics of product features and concise highlights. Examples include as a bulleted list of new features and benefits of the upgrade.

STEP THREE: Generate your list of customers who are approaching the last stage of their free trial and send your email. Here’s an upgraded tip: use your marketing automation system to nab individual users at exactly the right time, just before their trial period ends.

RESOURCES & TOOLS 

Need help setting up marketing automations? We have a team of experts who can handhold your staff or take on needed tasks. We’re committed to providing a deep source of information and education for our community. Find more resources in our Learn page and visit us here again for the next 100-Day Digital Growth Plan Tactic! Then, contact us for more ideas on digital growth and your website.

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