Let’s back things up a bit. If you’re fond of the power of email marketing, the tripwire campaign might be for you.
Popularized by the team at DigitalMarketer, the tripwire email campaign follows the purchase of an “irresistible, super low-ticket offer (usually between $1 and $20)” designed solely to turn visitors into buyers.
The idea is that once someone makes a purchase from you, big or small, the relationship changes. They’re no longer just a visitor, they’re a customer. Yes, even if they only gave you $3.
DigitalMarketer's Ryan Deiss explains:
The goal of the Tripwire is to fundamentally change the relationship from prospect to customer. The conversion of a prospect to a customer, even for $1, is magical.
The trick is selling an irresistible product or service at cost or, perhaps, even at a loss. Remember, you’re not trying to generate revenue from the tripwire product, you’re just trying to change the relationship to encourage future purchases.
Now, if you have a list of non-buyers, go ahead and craft an email campaign designed to get them to buy the tripwire product. If not, consider promoting the tripwire product in your store (e.g. on exit or after an idle period).
Be sure you also have an email campaign for those who purchase the tripwire product. This campaign’s goal is, of course, to move the customer to the next purchase. You know, one that will actually make you money.
Just think of this tripwire process as part of your customer acquisition cost.
For best results, consider this:
• Do your research and test. Your tripwire product needs to be incredibly persuasive, almost irresistible. Do your research to make sure you’re choosing the right product, something your visitors will value. Test potential products to see which converts best.
• Promote your top-selling products next. Once they’ve purchased the tripwire product, push them towards your top-selling products to capitalize on this new buyer-seller relationship as quickly as possible.