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Tips to Increase Reconversion with Outstanding Steps

You've used the Outstanding Steps process to get updated product selection, payment, signature, or other additional information. And now, you need to be sure that these orders get completed.

What can you do to get orders reconverted?

In many ways, this process is a lot like an abandoned order, except your customers may not have taken any action on your site in quite a while. While you have been studying their names and addresses, planning business with their data, etc., remember: they haven't necessarily been thinking of you and don't know to expect a request from you. So, you will need to cut through the noise of their inbox even more!

Re-engagement Communication Considerations

When drafting communications plans for RMI, make sure to include and consider the following:

1. PRE-RMI UPDATES

  • Before you ever ask for more info from your customer, think about how you can announce changes to zones or establishment of new zones based on demand. These updates can include notice of forthcoming requests for more information, but should primarily focus on the exciting, positive momentum. Your goal is to create a sense of expectation, energy, and willingness.

    Bonus: by publishing these updates, you also provide some reassurance in this age of spoofing for those contacts that might be wary of a surprise email request. When they check out your site, the announcement will help validate the email as legitimate.

2. EMAIL/MAIL SEQUENCES -

  • Expect to send multiple emails, direct mail, and/or phone calls as a part of reconversion. Given how easy it is for an email to be overlooked, forgotten, or missed, plan ahead for at least three (3) emails to each RMI group or consider sending weekly emails to all orders with outstanding steps. Consider how your subject line and language might change to continually get action from your recipients.

3. PROCESS DUPLICATE ORDERS -

  • Review your targeted area for duplicate orders before RMI communication. Your RMI email will only go to a given email address once, but if they have multiple orders and only complete one of them, then that contact will continue to be identified as having Outstanding Steps on their duplicate order. Avoid confusion and annoyance from your customers by merging or deleting duplicate orders. Or, simply be aware that this may happen from time to time.

4. LANGUAGE MATTERS -

  • Subject line is the only way to prompt a customer to open an email, and the text within that email is what motivates the desired action: click to return to dashboard and complete order!

Reconversion Language Best Practices

  • Make sure you are using clear, concise language.

  • Provide context - make sure it's clearly stated why you are contacting them and what their participation means for them.

    "You wanted better internet options, and now we need more info to plan our build."

  • Peer pressure is effective. Make sure it's clear that their action affects others.

    "Your neighbors need you!"

  • Use urgency. If there is a deadline, state it clearly. Otherwise, use simple words to compel action.

    "Complete your registration today by clicking the button below!"

  • Make sure to reassure customers. They are, after all, in a buying process.
  • Make sure it's clear what the terms of their interaction are. If they are selecting products as part of initial planning, say directly -

    "Don't worry, you'll have a chance to review your products before final activation" or "You are not obligated by selecting a product, but we can't plan without understanding your needs."

  • Remind them they can always track the status of their area by returning to their dashboard or visiting the campaign link.
  • State how much time it will take. Compel them to take the action while they are staring at the email, not assuming they need to come back later.

    "This will take 1 minute of your time."

Re-engagement Communication Samples

EMAIL #1 SAMPLE

SUBJECT: [ACTION REQUIRED] More info needed on your service request

TEXT: Good news! Your area is now being further considered for [fiber, broadband, service, etc]. We need additional information from you.

Click below to return to your dashboard and complete your order. We need you to: [select products, accept terms, sign a contract, etc]. This will only take a few minutes of your time.

[Insert magic sign-in link]

EMAIL #2 SAMPLE

SUBJECT: Your neighbors are waiting on you!

TEXT: Your area has been moved up in consideration for fiber. This is a quick reminder that in order to continue our planning, you must select your desired product .

Click below to access your order and update your product choice. Don't worry! You will have a chance to edit this selection once service is available, but we need your preferences in order to best understand how to serve your area.

P.S. Remember, the more people in your area who sign up, the faster we can serve you. After you complete your order, use the tools provided to share the campaign with others!