According to a 2016 report from Listrak the average eCommerce business’s email list is 65% non-purchasers. That’s a highly depressing that stat that screams “OPPORTUNITY”.
Yes, there’s an opportunity to send those people already on your list an offer, or series of offers to try to get them to convert.
But many of these people will have signed up a long time ago, they’re probably less interested in your business now then when they made that leap to sign up – after all they haven’t yet got around to buying! The moment someone signs up is a great opportunity for you to sell to them.
To make that happen you have to quickly increase their interest and trust in your business, by sending them the right content, and you have to quickly ask them to buy.
That is the job of a great welcome sequence – and that’s where I see the biggest opportunity, targeting new enquirers as they sign up and getting them to progress to buy before they get stale.