Hi There,
Part 4 - How To Make The Most Of
Your Email List (apart from just
sending more
emails!)
One of the first
strategies I recommend to everyone I come into
contact with is to start
building a list they can begin emailing
to. This usually demands a
fundamental change in their initial
approach to their prospects, clients, and
customers.
The aim is to begin the relationship
by GIVING!!! - and then to
maximise profits
by email-marketing to them, realising your profits
over time. This is in
direct contrast with the traditional strategy
whereby the aim is simply to
make a sale right off the bat.
The question now is how do we make
best use of our email list,
other than simply mailing them more often (which
is obvious, but
still worth mentioning because it's virtually certain you
aren't
emailing YOUR list often enough).
Roughly 80% of your
sales are going to come from just 20% of your
list. What's more you're going
to find a percentage of these 20%
are going to be hyper-responders; that is,
they'll buy the de-luxe
version of everything you sell, every time you ask.
This point is crucial because it's like they're waiting to
give
you money but won't do it unless you ASK them to!
So your first job is to identify these people. It's not
hard and
there are several ways you can do it:
Manually tick
off names against shipped orders. Only really
feasible for small numbers and
physically-shipped items.
Use spreadsheets and do some fancy work
with data sorting. This is
often going to be the easiest way to do it in the
short term.
Now, assuming you have the data, what you're looking
for are those
top 20% and the real cream, those incredibly
profitable
hyper-responders.
Once you've identified them, you
put them into a new email list,
one which you keep exclusively for these
highly-profitable names,
and then start marketing to it with specially
designed high-price
offers exclusive to that group only.
What's
more, you should tell them they're in this special group,
and why. People
love to belong, and once you've given them an
elevated status, most of them
will work to keep it - by giving you
even more money.
By doing
this you'll not only make maximum profits, but you'll also
gather around you
a loyal group of raving "fans".
Part 5 will be about how to
close the "Almost Sale" What do you do
about
someone that has visited your site and is about to click off
without buying
or booking and they have not even given you their
name or email address.
What can you do about this? Find out next
time.
Best Wishes,
Graham Callingwood
Author of "Make my
website Work!"
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