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Internet Marketing Strategy
October 2011 Issue --> Internet Marketing Strategy Article
Make More Money with A Responsive Email List
By: Derek Fredrickson
My most recent product launch taught me a lot about my list. And, as one of subscribers or readers, I thought I'd share what I learned so you can perhaps learn something as well for your online business. I share some important ideas and strategies about how to condition your email list to 'respond' to and 'engage with' your offers, so you can make more money as a result.
Not many marketers talk about the condition of your email list, but it's an important concept to understand. The idea is to understand how 'responsive' your list is to your emails. One great indicator to the condition or responsive of your list is to measure your open rates. The higher the open rate - the more engaged and responsive your subscribers are to reading your emails and consuming your content. They are literally "conditioned" to engage and open and read your emails. They know-like-trust you and you've built a great connection and relationship with them where they want to read your emails - and will do so regularly. One would say this list is well conditioned to respond to you and your information.
But opening emails is not the only way to measure the condition of your list.
You actually have to present offers to your list and see what their appetite is to buy.
Examples:
- List A has 100,000 subscribers and many of them are conditioned to not buy because they are just sold too way too often and never receive any valuable content. The owner of List A makes very little money as a result.
- List B has 10,000 subscribers and many of them would be conditioned to buy but they never do because the owner of List B is too hesitant to actually launch something and ask the subscribers to buy something. The owner of List B makes very little money as a result.
- List C has 1,000 subscribers and many of them are conditioned to buy (and do) because the owner of List C is regularly putting out offers that are well balanced with the content and value he gives to the subscribers for free. The owner of List C makes good money as a result and his subscribers are happy.
Which list would you rather own? Notice it's not all about list size...
To be clear, I'm not talking about asking your list to buy through endless emails about your offer all the time over and over again until they buy, delivering no content or value whatsoever. Nope. I'm talking about doing a launch and offering a genuine product or program to get subscribers to take action and buy. If you never ask, you'll never know if they're responsive to the offers you'd potentially put out there. Not too mention the missed revenue opportunities.
So many people are hesitant to email so often and scared people will opt-out and leave. Here's the deal:
I just emailed my list 5 times in 4 days - all pretty much about buying a product (at a high $497 price) - and I had 2 people opt-out. That's from almost 1,000 people. I actually had more new people opt-in this week than ever before. Why? My list is conditioned and expects to receive offers now and then (albeit infrequent) along with the excellent content and high-value information I give my subscribers. They're fine with the balance and so me asking them to buy a few times here and there is OK - very few of them left. That's my relationship with my list and that's how my list is 'conditioned.'
Giving valuable offers to your list about buying something (in moderation) will start to condition your list to allow and expect it. Over time they will be even more responsive to future offers when provided along with your excellent content and value you're giving them.
Remember the notion of the 80/20 rule when it applies to your list? 20% of your list will respond 80% of the time - and they are the ones that will read and engage and respond to your emails most frequently. The other 80% pretty much do nothing all the time. If they opt-out, so be it. Move on and focus on the more engaged people on your list. They're the ones that matter.
So, stay in touch with your list - don't go dormant. Hang around and add value and ask your valued subscribers to buy something every now and then. I just did with my list - and made a nice 5-figures by sending 5 emails and shooting some funny video.
I don't say this to brag - but to show pretty much anyone can do it.
Until next time... Learn It, Love It, Live It!
About the Author:
Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time...guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit http://www.derekfredrickson.com.
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