It is impossible to see any sort of success online without some form of email marketing.
It's one thing to have a sizable list, but you also need to understand how to use it effectively.
Actually the more lists you have the better off you are. BUT the key isn't just having several general lists, you want to have as many targeted lists as you can.
What do I mean by that??
Well, ummm for all you health and nutritional product people out there your targeted lists could be based around each of the specific products you offer. Those in themselves make up a "list."
If you are selling information products, then the theme or topic of each of your books/courses can make a sub or targeted list.
Don't look at your products/services as a group, break them down (if you can) and think of them in terms of a targeted group of people (or list). For each group you will send out the initial information request and then your follow up will involve specific information catering to that group.
That follow up is pretty straightforward. I mean if you have a product that is based to help migraine sufferers then you wouldn't later send a mailing to that list about a new product that deals with asthma...they don't relate or tie in. You keep sending that list information relating to suffering from migraines.
There is one other list that you could be building and that is one that involves a one-time request for information. For example; in the May 4th issue of DEMC we talked about turning your articles into a two-part format and building a list from that. That is a one-time mailing. A person would hit your autoresponder in order to get the second part of your two part article. The first part is the one that ran in a newsletter, the second you announced in your Resource Box along with the means to go and get it.
So, the question of the day is "How on earth do you follow up with these people, when they didn't subscribe to receive regular mailings?"
That is what we are going to go over today. A 3-step follow up system which will turn these one-time requests into yet another viable list for you ;o)
So, let's get at it ;o)
Step 1 - First or Initial Contact
This is the information that you are firing out after they have hit your autoresponder.
You have two ways you can go here. You can either: let the person that you are going to send them future information that is RELATED to the information they have requested here. Or, you don't say a thing at all.
Best course of action is to tell them up-front...be totally open and honest from the get go. Remember people do business with people they know, like and trust and if you aren't trusting...you've lost them.
Having said that, you still need to give them a chance to opt-out of receiving more information...here is a sample to give you something to look at and use.
Let's say my two-part article was on no cost marketing resources. The first part of my article could have covered the pro's and con's of going no cost as opposed to going the paid route, and I might have focused on a few of the more common ways to find no cost marketing resources. The second part of the article would be a list of 30 resources that I put together and announced in my Resource Box. So my follow up would have gone something like this.
SAMPLE...
Hi ~~NAME~~ (remember use the personal approach!)
Just wanted to send you out the information you requested about the 55 no cost marketing resources. I have listed them all below and I hope you find them useful.
In a few days I'll be sending you over a special article that I wrote "The Key to No Cost Marketing." Look for that to come in about three days.
I've spent a lot of time researching marketing tactics and looking for good solid resources that work. I'll be glad to share this information with you, if you want me to.
If you don't want to receive these additional strategies and resources then you can click the REMOVE ME link below.
If you have any questions, please feel free to email me.
Look forward to sharing this information with you, take care and good luck with your eBusiness.
Sincerely, Denise Ryder
So what we have here is your prospect receiving the initial information that they requested AND we have let them know that there is more to come and if they don't want to receive it then, they can of course, opt out.
Most will stay because you have given them a good reason to (remember it's the WHAT'S IN IT FOR ME), a preview of what's to come.
The key to keeping these people interested is to and you do that by:
1. over-delivering on what they requested. I mentioned 30 no cost resources in my Resource Box but in my follow up email I am actually giving them 25 more for a total of 55.
2. offer more relevant messages - the idea is here to offer relevant information. Again on focus with my no cost marketing resources. I wouldn't follow up with anything else but, it doesn't relate.
3. WIIFM - the "what's in it for me" aspect has to be answered for your prospect. You have to give them the reason for sticking with you. Promote the BENEFITS of what the information will do.
4. NO OFFERS - I know, I know you are tempted to throw in a little link to something you are affiliated with...BUT DON'T DO IT!!! If it was specifically mentioned in the confines of your article as a good resource, then ok...but if you didn't refer to something as a resource, don't do it. You don't want to scare your prospect into thinking that you are going to try and sell him something...you goal in the first follow up mailing is to KEEP THEM INTERESTED and KEEP THEM ON YOUR LIST. Make a positive good first impression.
There will be time for you offers, trust me ;o)
Step 2 - Automate
You're probably thinking, yup I know I need an autoresponder in order to do this. Of course you do, that goes without saying. But, you need to see the bigger picture here. You have a prospect that has received the information and you have indicated that there is more "to come." That "more to come" is what I am referring to. Make sure you have it already to go and uploaded into your autoresponder.
Yup, ya got to think ahead...there is no room for "fly-by-the seat of your pants" marketing here. Sit down and plan out a 7 message follow up for this list and have it loaded and ready to go.
Leave some time between each mailing...something like between 7-10 days. Remember this isn't your general list, this is a targeted one with specific information and of course specific offers geared to them.
Through these 7 messages your goal is to keep building upon the information that they prospect originally requested. You know they are interested because they hit your autoresponder in the first place, right ;o)
So give them the good, solid content RELATING to the original that they requested.
In our example above I would keep providing them with information concerning no cost marketing resources. I would send the article as I said I would and then the other 6 messages would perhaps look at what to spot in a good no cost marketing resource, how to test a resource, how to track the results, and how to use the information they have gathered to make money. All the while I mention that there is STILL MORE to come and of course provide them with the opt-out option at all times.
I also can weave in my offers and because of the way I have set my system up, these offers come in the form of recommendations, there is no hard sell tactics happening here.
Step 3 -Special Mailings
Ok, we have a sub-list with a theme of no cost marketing resources. As I release a new product (based on this theme) or find more resources to share, then I will send out a special mailing with this information.
The idea is that these are "special" so they are not to be used as some form of "mass or blast" marketing tactic. What we have done with these people is built a good solid relationship with them. We have sent them fantastic info that they can use and we keep building by providing them with even more information and over-delivering. Why would we want to then ruin all that by blasting them every week... WE DON'T.
These special mailings should be limited to using them twice a month. It stands to reason that some months you may not use them at all. But in this case the idea is that it is special so make it good. Keep the momentum of good solid information and tie in a good offer.
A good rule of thumb is to think in these terms...
A good mailing is something that benefits the list member and the list owner. It has to be a win/win for both or it just won't work.
When you are thinking in terms of lists, you have to realize that a list can come from anywhere. It is just a matter of seeing it. As I mentioned above, think of your products/services as little individual lists. Break them down and build a sub-list around each products theme.
Do it right and you may find a little niche where you didn't realize it'now how cool is that!!
About the author: Denise Ryder is a Marketing Coach writing from her home office in Northern Ontario (Canada). Hey...are you a do-it yourself marketer? Are you struggling a little? Need just a little help??? Can you imagine how far your business could grow with a Marketing Coach in your pocket??? Take a no cost Test Drive TODAY!! http://www.profitspace.com/coach
