Hello there, I'm ignoring you 2 October, 2006
Would you return to a shop where the assistants politely acknowledged you and then proceeded as if you didn’t exist for the remainder of your stay? Probably not. How would you feel about software companies that did the same?
Trial software is a great opportunity for vendors to connect with customers beyond the products they’re selling: you’ve got a captive audience; you know they’re interested in the product (they just downloaded it); and as new users they’ll want to learn all about it. So why do so many companies send the ‘thank you for downloading our trial’ e-mail and then forget about you? Surely it’s better to invest a little effort during the trial to teach people about your software? To begin to create passionate users and customer advocates who will sell your products for you rather than simply having people that use your programs. It doesn’t even require that much effort from the developers.
Iolo Systems recently provided me with a great example of how a little effort in those magic 30 days can go a long way. I downloaded their System Mechanic trial to help keep my PC in shape. (As someone who’s done tech support before I know the horrors that lurk in an untamed Registry.) Throughout the trial period they sent regular e-mails detailing different aspects of the product. Each message dealt with a particular problem area (slow hard disks or spyware, for example) and explained in simple steps how System Mechanic could help. The e-mails showed me how best to use the software and promoted the range of tasks it supported, including some that I wasn’t aware of. I felt like I was getting good value for my money and getting the most out of the product. Well before the trial expired I bought a license key. And no prizes for guessing the program I’d recommend for keeping your computer in tip-top condition. And that’s all it takes. A few simple e-mails. Something to show your users that you’re interested in them; that you’re in it for them as well as yourself. And in today’s competitive software market I can’t think of any company that can afford to ignore its potential customers for the sake of an e-mail or two, can you?