What to send to your engaged leads (and turn them into buyers)
I get this question all the time: “What do I send to my Engaged Non-Customers?” If you’re asking the same thing, you’re not alone. These subscribers are already interested in your emails but haven’t made that first purchase yet. So, how do you nudge them toward converting?
Let’s break it down.
Who are your Engaged Non-Customers?
Segmenting your email list is the secret sauce of successful email marketing. The simplest way to get started is by splitting your subscribers into two groups:
Customers: Subscribers who’ve made at least one purchase.
Non-Customers: Subscribers who haven’t purchased yet, your leads from website traffic.
Let’s focus on your Engaged Non-Customers. These are the subscribers who consistently open or click your emails but haven’t taken the leap to buy.
This group has high potential. They’re already interested in your brand, now it’s about giving them the confidence (and the right nudge) to make their first purchase.
What do engaged non-customers need to see?
Unlike your customers, who love hearing about new arrivals or recommendations to complement past purchases, Engaged Non-Customers need a bit of convincing. Your goal? To help them say, “Yes, I’m ready to buy!”
Here are 5 strategies to win them over:
1. Social Proof
Highlight glowing customer reviews or testimonials.
Add star ratings or “Top-Rated” badges to build confidence in your products.
2. Bestsellers
Showcase your most popular products to help undecided subscribers figure out what to buy first.
Add phrases like “Our #1 bestseller” or “Tried and loved by thousands!”
3. User-Generated Content (UGC)
Share photos or videos from real customers using your products.
Seeing happy customers in action builds trust and makes your brand feel more approachable.
4. “Why Us?” Content
Share what makes your brand unique. Whether it’s sustainable materials, hand-crafted quality, or a mission your audience can rally behind, give them a reason to choose you over the competition.
5. Special Offers
Sweeten the deal with a free gift or exclusive discount for first-time buyers.
Create urgency with phrases like “Limited-time offer” or “Get it before it’s gone!”
A winning email idea: Bestsellers + free gift offer
Here’s a simple yet super-effective email strategy to try:
Subject line: “Shop our bestsellers + enjoy a free gift!”
Email content: Highlight a curated collection of your bestsellers and include an irresistible free gift offer for first-time buyers.
Why this works:
Bestsellers: They guide subscribers toward products they can trust.
Free gift: It creates urgency and gives subscribers an extra incentive to hit “buy.”
Give this approach a try for your Engaged Non-Customers and track the results. Sometimes, all they need is a little nudge to make that first purchase!
Need help planning your emails?
If you’re stuck staring at a blank screen, I’ve got you. My 1-hour How to Plan Your Next 90 Days of Emails will teach you how to create email strategies that convert without the stress.
