We are glad to welcome you to our Blog. In this article we will tell you how to correctly send out letters to those consumers who have just started using a trial version of your product (service) for free. Now many companies use this strategy: first they offer a trial free service, and only after a person can test it, feel all its advantages, get used to it, using it for free, for example, for two to three weeks, offer him this service buy. This strategy is really good for the consumer, because he does not buy a "pig in a poke", but a product that he really liked and which he does not want to refuse. Only after that he is offered a paid version of the service. As a rule, the consumer agrees to purchase a paid version. After all, he sees all the advantages described by you.
In this article, we will examine in detail the ways in which the number of people who subscribe to your services after testing the free version of the product will only grow.
How not to scare away a potential customer?
It is known that consumers are more likely to pay for one month than for one year of using the service. It is understandable, because the difference is significant. At the same time, the company receives more profit from subscribers with a monthly payment of services than with a monthly fee for the year ahead - such subscribers are many times less.
There is another aspect. You offer a one-year contract with payment in advance. Making such a decision will take much more time for an ordinary person than if you offered him a monthly subscription, and even with the possibility of disabling this service at any time, with the return of unused funds. The choice of a potential customer is obvious.
No need to wait for the end of the test period!
It often happens that a paid service is offered to the user after the test free period has ended long ago. This is a gross violation of tactics. Let's say you suggested a trial version. Then you wait until the trial period passes. Then you wait again and only after that send a proposal for a paid subscription. Yes, by that time, a person had long forgotten about what he had once used and already doubts whether he needs your service. As a result, you get a refusal, and the client leaves you for another manufacturer of a similar service (product).
We offer a paid subscription before the end of the trial
There are several ways to properly offer your paid services. By using the thin strings of human nature, you can get more customers.
If you offer discounts and hold promotions with a reduction in value, then a person may be interested in a favorable price. The propensity for frugality will work. It will attract additional customers with lower solvency, but still having the opportunity to buy your service. And, if your offer turns out to be more interesting than that of competitors, then a potential client will come to you.
You can also use the limitation of the duration of the action, that is, the buyer will have a fear that he may not receive the goods or services at such a favorable price.
An emotional background should be present at every communication with a potential client. Offering even a small discount on a paid subscription during the free period, you can convince a person that he will pay less than after the end of the free period. Here the user has a reason to refuse the free version and switch to a subscription now, while there are good discounts!
Switch from free to paid with our recommendations
So, users are accustomed to the free product and use it constantly. You need to gradually switch users to a paid basis. This will help effective communication with customers through the personalization of emails. It is much more pleasant for the client to receive a letter stating his name and patronymic, and not just “Dear Subscriber”. Such communications are more effective in half, or even more. In the letter indicate that they are now using the free version with a minimum set of functionality. In the same letter, inform that there are paid, more thoughtful versions of the product, more modern. With a lot of options. Thus, the consumer will receive an incentive to purchase a paid version. Give the opportunity to use the paid version, for example, for three days. It will be difficult for a person to return to the old free version. Make the transition to the paid version as user-friendly as possible. For example, in one click a person receives a full range of options for a monthly fee. And that’s it, your client!
After a person has just signed up for a free service, send him a welcome letter. No need to burden the letter with anything. Only a polite greeting and that’s it!
All subsequent letters may gradually talk about the benefits of using the product (service). Only after a person has been using the product for free for a long time, offer him a paid version, while at the same time having painted the most beneficial sides for the consumer. It is better to offer different rates and options. Let the consumer decide how much and for what he should pay.
What is the result?
- Using a free offer of their product on the market, manufacturers of goods and services can attract a fairly large number of potential customers.
- Let users want to get a paid, improved version of the product themselves.
- Provide consumers with a convenient way to upgrade to the paid version of your product.
- In order for a free user to become a regular customer who will make a profit for your company on a long-term basis, follow the rules given in this article.
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