The most important metric in email marketing...

A subscriber emailed me to ask if I've ever been lost with what to write in my emails... Honestly, I have! And I know exactly when that happens... I also know that it's actually a symptom of a larger problem... The real reason is because there's a hole in my overall marketing plan...a space where I'm not promoting anything or don't have anything concrete that I want to build awareness about or teach.... I've come to recognize these signs over time...so these days when I stare at a blank page and writing an email gets harder than it should, I know I need to get back to my marketing plan...fix that and everything falls into place. Here are some other golden nuggets if you will, that I've learnt... --------------------------------------------------------------- 1. The most important metric in email marketing… SALES You want to reach a stage where you’re confident that hitting send will result in sales…the question is not whether there’ll be any sales but how many… How many conversions does your email campaign generate? How can you tweak the email or tweak the overall campaign? These are the questions you want to think about. Whatever happened to engagement or open rates or click rates? Sure, those give you a tiny glimpse into what's going on but the true measure of the success of your email marketing is the ROI you get from it. 2. Build Marketing assets (then re-use them) Email campaigns, slide decks, lead magnets, challenge content are all examples of marketing assets. If you have an asset that gives you amazing results, keep it and reuse it at another juncture. The fear I used to have with this... (maybe you do too!) ...that people will notice that I’m repeating that email or piece of content... But here's what I've found: a. People don’t notice b. Branding is about repetition. Messages surrounding your offers or your process...all of these are worth repeating. And if people do notice, that’s good because the message is reinforced. They’ll know it’s important. They’ll associate that message with you or that offer which works out pretty great for branding and staking your claim to it. 3. Like I said....have a marketing plan! About two years ago I felt like I could never get ahead of what I wanted to do. I was always playing catch-up. I could never take a breather. The reason? I never had a solid marketing plan. The plans I had were all in my head. And when something’s in your head and not on paper or on your calendar, it never gets done. A marketing plan is looking at November and knowing exactly what you’re going to do then - knowing what you’re going to promote and the new assets you need to create or the old ones you need to tweak. When you have a plan, you can think ahead for those months when you know business will be slow because all businesses have cycles. *Want to take December off? Start planning out your campaigns for the next few months now* 4. Your list can get tired as much as they love you There’s only so much buying potential even your most loyal customers have. This is why the following 2 things are important: a. Segmentation What actions has a subscriber taken to show that they may be interested in an offer? Lump all those actions into a segment. Signed up for something? Clicked on something? Came to watch a webinar? These are subscriber actions. Send your offer email only to these people. b. Filling your list with new leads. You need to keep getting new eyeballs on your offer. You can actually work back on how many new subscribers you need based on the number of sales you're targeting. So, make sure you have a system where new subscribers are constantly entering your funnels. 5. Don’t apologize for sending more than one email about an offer. If you feel the need to make an apology, don’t send that second email. You bring attention to the elephant in the room and people get more angry or annoyed especially if it's an affiliate promotion that the whole world seems to be promoting. When in doubt, send it only to those who have clearly shown an interest. Side note: Don't 'promise' that you'll only send 2 emails a month or 1 email a week in your welcome email. Your subscribers signed up to get your emails. Those who don't like your frequency will self-select. 6. When to pitch a product in a sequence... As early as the second or third email... You don't want to spring your offer on them at the very end ...it shouldn't look like you're hitting them with it out of the blue... They need to get accustomed to it and see exactly what you're selling... Some people will be ready to buy on the spot, others may need a little while more to think about it and the last group may not buy at the first instance you offer it, but may be ready the next time round... Your sequence can cater to all of these people.... 7. Embrace the wait/vip list Wait lists or VIP lists are micro-commitments made by a targeted group of people who are most likely to say yes to your offer. Rather than casually mention that you're working on something, why not send people to a wait list or VIP page? These are very simple to set-up and can convert at 40% and up. You also make them feel special...that they are a part of an exclusive group with special privileges. --------------------------------------------------------------- Which of these got you thinking? I'd love to know, so hit reply! Meera [Unsubscribe]( | [Update your profile]( | 20 AMK Ave 2, SG, SG 567701