If you had a cellphone comparison website, how would you go about getting people to apply for deals on your site? I don’t have a cellphone comparison website, but if I did, it might look like Phonefinder. You should check them out before you sign up for any local cellphone deals.
Now that I have given them a lekker free punt, let’s move onto the question at hand.
You’ve got a website, you need traffic (and the traffic needs to convert into cash), so how do you generate it?
Owning a website is much like owning a retail store. You have all these wonderful products on your shelves, but without constant foot traffic in and out of your store, you don’t have a hope in hell of selling your stuff, do you? In order to sell, you need eyeballs looking at your services and goods. It doesn’t matter if it’s a physical shop or an online one.
The guys at Phonefinder have stuff to sell on their website. They monetize the site by offering banner advertising opportunities, but more importantly by handing people, who are interested in cellphone deals, back to their partners (the networks).
So they approached us to drive more traffic to their website and to ultimately get people to sign up to deals.
But before we get into the “nitty gritty” of our successful email campaign, let’s have a look at how email fits into the digital marketing channel strategy. It’s key because when it comes to web traffic there are only a handful of ways you can re-direct people to your site.
- Web & SEO
So we can’t really help the guys at Phonefinder with their Web & SEO strategy. Truth is, by virtue of the fact that they are a reputable website, that has been around for a long while now and they have loads of daily traffic, a quick Google search for the term “cellphone deal” confirms a Page 1 organic rank.
Looks like they have that traffic source covered.
* Screen grab of Google the search term “Cellphone deal”
2. Social Media
The guys at Phonefinder have this covered as well. Their Facebook page has more than 18 000 likes and I know for a fact they are playing in the Facebook advertising space to drive traffic to their website.
They don’t have a blog and they don’t need a micro-site strategy either.
But they do need an email marketing strategy.
We like to play in the email inbox space. That’s our game. So when the guys at Phonefinder asked us to start generating visits to their website, driven by email (and it needed to convert into deal requests), we couldn’t wait.
I’m not going to bore you with all the detail, only the stuff you want to know.
How are you getting 100 people a day to sign up for deals on the Phonefinder site via email?
After a little trial and error (we tore our hair out for a while) here is the secret ‘muti’ that has this email campaign firing.
Only 3 things have made the difference with this email campaign:
- We worked out what type of cellphone deals the marketing list engages with via email.
- We decided the marketing of the cellphone deal should happen in the email itself and not on the landing page.
- We made it easy for the people clicking through to the landing page to submit their details for a call back.
Let’s get into each of these specifically:
How important is it to know your audience?
I’m not sure there is anything more important, to be honest, and when it comes down to cellphone deals, price point really matters. What we found is that the email list, we are marketing to, well, they like “value deals”. They are price sensitive and are interested in cellphone deals that offer great benefits.
Here is an example to better illustrate my point. The image below is one of the Phonefinder promotional emails we recently ran. The first thing you can see is that we have gone for a R6 a day deal.
Because a cellphone deal for R6 a day seems like a give-away.
With this particular Phonefinder deal, you get a Samsung Galaxy J5 and a Power Bank and a 32GB USB drive and 1 GB Data per month. And all of that for R6 a day.
It’s seems too good to be true, doesn’t it.
And that is the hook right there folks.
The right audience, with the right deal…50% of the battle is won.
Why your email should do the selling?
I don’t like landing pages and in my next few blog posts I am going to prove to you that you can actually bypass landing pages (in certain instances that is). What is a landing page? It’s the website page you get re-directed to when you click on an email. And landing pages are almost always nothing more than klunky data collection forms used to get your details, so you can be sold a product and service.
And that’s cool. We want to sell products and services with email. But we don’t sell on the landing page!
Your email needs to do the selling, and if you need to collect details on your landing page, make it as easy as possible and use as little data collection fields as you can.
What we’ve done really well with the Phonefinder email campaign is we ran one deal per mailer and highlighted the benefits of the deal in the mailer.
So all we have really done is create a weekly email promotion that lands up in your inbox and highlights the following (nothing more or less)
- This is Phonefinder
- We have another great cellphone deal this week
- Here are the deal specifics
- Do you want to apply for this deal?
It’s short, it’s sharp and it’s really effective.
Why you need to keep your landing page short and sharp
Before I wrap up, here is a screen shot of the landing page. It’s uncomplicated and easy to complete. You want a call-back on the cellphone deal, so we don’t make it feel like a SARS e-filing tax return.
We continue to average more than 100 cellphone sign-ups per day via our Phonefinder email marketing initiatives.
We’ve only been able to do that because we understand our audience and bring them relevant deals. We make the promotional mailers really simple and only bring one deal a week. And we don’t do anything but collect the details on the landing page.
Need help selling a service or product on your website, using email?
Until next time.