We got the email clicks but no conversions
Our marketing emails are getting a decent 22 - 25% open rate (circa 4800+ sent in the last two months), with around 110 leads clicking through the emails to check out our pricing page. Yet, conversions to trialing users are pretty much non-existent.
We are too biased to see what’s going on. Can you help, please?
We’re a B2B SaaS for real estate coordinators, offering trials, and our pricing and features are in the market. This is our pricing page (https://www.ezcoordinator.com/pricing).
I would give some tips:
I mean, you should focus on the interest stage for now. it's almost impossible to generate sales using only cold email. Also, I have a feeling that you confused marketing with sales. And should be careful with the branding, I believe many people see your platform as another "CRM".
I hope it helps
@opnx, thank you very much for your fantastic feedback!
Adding some more context here:
(i) EZCoordinator has been around since 2011; we re-launched it in early 2022.
(ii) The above stat was from our "re-marketing email campaigns" in early Q4 2023 to the past users who churned from our platform.
On your feedback:
Re (1) Out of our observation (backed by our data analytics and demo calls), those emails were the decision makers. Most of them are solo business owners. I was wondering if you have ideas for sourcing those decision-makers efficiently without burning huge investments (money + effort).
Re (2) This is a great reminder for us! I have noted this and will be totally aware of it.
Re (3) Initially, we had this approach but decided to ditch the free version due to our bias that a 2-week free trial and a mandatory credit card would attract the right customer profile for our SaaS business.
Re (4) Yes! We are working hard to build the foundation for this role. P.S. I am still running EZCoordinator as a solo CEO and CTO.
Agreed that we are still mixing marketing with sales. Hence, I need @GratefulDmitriy's helping hand to solve our growth issue.
P.S. I would love to connect as a fellow Indonesian!
Hello buddy! likewise! I am so glad to see a fellow Indonesian in this community. Please email or Skype me at taufik.rubra
In response to the given details:
First of all, I know nothing about the real estate industry, its marketing persona etc. But from what I see on your website, and it's pretty much my opinion/point of view; the trial application could be easier. I see it too soon to determine who are the "right customers" because you can still implement some lead scoring schemes to identify ones, also asking too many details could scare people out. On the other hand, a free version increases active users (no guarantee, but it does in many cases).
Fun fact: I own an international trading & brokerage company in a transportation industry. So I guess I can share with you more of my "views".
Let's try to put ourselves in the customers' shoes:
If I'm a real estate broker selling 1-2 properties a month, no I'm not paying for such service. I can simply create relevant folders and a spreadsheet to locate everything, OR I can use an alternative like a free CRM. that'd do the job, not fully, but helps.
If I'm a sophisticated investor in the industry, I will leave it to my employees to decide what tool they want to use. But I'll suggest them to use Hubspot or SalesForce. Again because HS & SF are CRM that helps a lot in closing deals (that's what it's all about, winning deals)
So because most of the users are solo entrepreneurs, they tend to reduce costs, but also in search of better tools to help them grow. So I'd say, again, make it easier for the trial.
If you ask me personally, this is what I would do:
I hope it helps you make decisions.
Thank you so much, Taufik, for taking the time and effort to write such constructive feedback! If you don't mind, Ian, our EZ Coordinator CEO, will reach out to you for some additional questions:)
It's nothing, Dmitriy. I'm just happy if it helps. Oh yes please do not hesitate to ask anything here or by email I'll respond ASAP.