It is a common knowledge that a little personalization can boost your sales letter's response rate to a different level.
A very careful study on personalization by Cap Ventures back in 2003, concluded that nearly 70% of customers would like to see highly personalized offers in their mailbox more than the non-personalized ones.
Has the fact anything to do with website copywriting? Well, why do you think the biggest dogs on direct mail marketing put plenty of their efforts into doing this? You bet, because it WORKS! While millions have proven it again and again in the direct mail realm, why won't the same method work in the online world? Personalization DOES boost response rates because it indicates that you care.
It tells your prospects that you want to know them, recognize their existence and acknowledge their uniqueness.
People just loves that! That's why, if done correctly, personalization can double, triple, or even quadruple the response rates almost overnight! Here are ways you can do to start doing the personalization: 1.
Capture your visitors' full name, and then: a.
Salute them in the main sales letter b.
Call them by the first name in every e-mail you send.
Mention the month and the year of today's date.
This will make the sales letter looks current, if the product/service you're offering is not considered obsolete in today's' trend.
Make sure that you DON'T mention the date itself, for people will think that a script is doing it and the personalization is a fake.
Alert the customer when his/her subscription expires.
If you're running a membership site for the benefit of recurring income, it is advisable that you alert the members when their subscriptions are about to expire.
This way, they'll think you know them and care about them.
Handwrite a note on the product/service.
People loves to see a personal recommendation from someone that has "been there, done that" trying the product/service for them, so they won't have to be the first to stake their money.
And a handwritten testimonial is a very great way to do it! 5.
Create different lists for different purchases.
This way, not only you will know which subscribers are qualified buyers, but you can also personalize every letter you send out by mentioning their last purchase (and maybe offering them a special discount).