Bonus products such as special reports, eBooks, and VIP membership access to exclusive events and information make potential and existing subscribers feel appreciated. Overuse of these products, however, diminishes their effectiveness. But when used properly, you can increase customer loyalty and encourage people to sign up to receive email messages.
Increase Opt-In Rates
Include a bonus report on landing pages to encourage people to join your list. This report should be:
· Well-written
· Provide current information
· Free of spelling/grammatical errors
· Showcase the types of information you provide in regular email content
The bonus reports you provide upon sign up are the first glimpse subscribers have of things to come. Offer an out-of-date report that's filled inaccuracies or multiple errors and new subscribers won't remain on your list for long.
Maintain Subscriber Interest
Every once in a while, offer a bonus product with no strings attached. Simply send a mass email explaining what you're sending and why with a link to a free report or eBook. Again, make sure to only use the best content you have so subscribers feel they are getting a real gift from you.
Maintaining subscriber interest is very difficult, especially with the increase in email marketing over the years. Giving away free, valuable content in email messages that contain the same level of value will result in more sales and increased loyalty.
If unsure about the kinds of information to include in bonus products, ask subscribers if there are any topics they would like to know more about.
Free Gift with Purchase
Give free information with the purchase of products. This may encourage subscribers to make a purchase in less time. Mention that subscribers only have a few days to make a purchase to take advantage of this offer. Create a free product that complements the product you're selling or create something completely new.
Putting Together Bonus Products
In most cases, you don't have to create bonus products, you can use content you already have as long as it's current and of value. Compile email content and blog posts into a report or update an old eBook you no longer use. You can also reuse old webinar transcripts, pod casts, or old products you no longer sell. Be creative and find ways to repackage content so you don't have to spend time creating brand new content.