| As more entrepreneurs enter into online commerce, | | | | that they've signed up. Or, someone may have signed |
| many make a common mistake: they get so involved | | | | them up without their knowledge or approval - a |
| with the technology that they forget that there's a live | | | | confirmation message notifies them of the action. |
| person on the other side of the computer screen. | | | | Some ezine publishers are using their confirmation |
| They forget that they're dealing with PEOPLE. | | | | message to set up a double opt-in, requiring a new |
| As a result, the Internet has begun to get a reputation | | | | subscriber to physically respond that they wanted the |
| for being cold...lacking in the personal touch. And it's this | | | | subscription. Done by requiring a return email or click |
| personal touch that forges a strong customer bond. | | | | through, this has become an effective way to offset |
| Ignore this and you may find your customers drifting | | | | spam complaints and unauthorized sign-ups. |
| over to your competition. | | | | B - (B)enefits They'll Receive From Their Purchase or |
| You must give them a reason to stay loyal! | | | | Free Subscription |
| Did you know that sixty-eight (68) percent of | | | | After a transaction, the confirmation letter should |
| customers who quit buying from a company do so | | | | reiterate the benefits of signing up or purchasing a |
| because they feel that the company doesn't care | | | | service or product. Reinforce this positive action by |
| about them? Just their wallets? | | | | reminding a customer of the value they will be |
| And never assume that since you don't hear any | | | | receiving (this also underscores their perception of you |
| complaints that all is well. Of the above mentioned | | | | as a quality merchant). |
| sixty-eight percent, 96% will not let you know how | | | | C - (C)larifying Terms Of Product Delivery |
| they're feeling...they'll just disappear. | | | | If the product is digital, and will be delivered sequentially |
| And though they wouldn't tell you, rest assured that | | | | (like an ezine or mini-course) the confirmation letter will |
| they'll probably tell their friends - statistically, one person | | | | remind the customer or prospect how often to expect |
| usually shares a bad experience with nine other | | | | an installment (daily, weekly, bi-weekly, monthly, |
| people. And 13% will even take this one step further - | | | | quarterly). A gentle reminder makes for good |
| spreading the bad experience to 20 or more. | | | | customer relations, and, again, cuts down on potential |
| Can you see, by not reinforcing customer satisfaction | | | | accusations of spamming. |
| and loyalty, that this could become a costly business | | | | If the product is available immediately, the confirmation |
| mistake? | | | | should reconfirm that it is digital, available through |
| Savvy marketers make sure to establish this human | | | | instant download, and then give clear instructions on |
| connection early...one of the easiest (though often | | | | the steps involved. Not everyone is a download |
| overlooked) tools to launch a strong relationship is a | | | | veteran; you can't assume that they'll know what to |
| well-executed order confirmation message. | | | | do. Head off any potential frustration with step-by-step |
| A well-planned confirmation message is often the first | | | | instructions. To those that need this extra help, you'll be |
| contact a merchant makes with a customer after the | | | | an instant hero. |
| initial sales letter. It doesn't have to be elaborate...just | | | | By keeping it personal, anticipating requests and |
| make sure you're not missing the basics. | | | | questions, and by extending professional courtesy, you |
| For instance, does your message hit the following | | | | will be on the right track to forging a strong online |
| ABC's? | | | | relationship with your customers -- ultimately leading to |
| A - (A)cknowledge Their Positive Action. | | | | a smoother and more profitable online experience for |
| By instantly reinforcing their wise decision to purchase | | | | everyone involved. |
| your product, you may be able to head off a number | | | | ======================================== |
| of cases of 'buyers remorse,' thus cutting down on | | | | Paula Morrow heads She specializes in public relations, |
| refunds. | | | | information marketing and creating cashflow systems. |
| With ezine signups, by sending a confirmation | | | | Her newsletter, IDEALProfits, is now read in 12 |
| message, you're reminding a prospect that they'd | | | | countries. Subscribe and receive 5 BONUS ebooks! |
| requested the information. Often subscribers forget | | | | |