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You start with the welcome email, which you should send the moment someone signs up for your list - and it doesn't need to be a long one. But this is the first opportunity you have to make a good impression on your subscribers. If you are not using single opt-in, this can also be the email with the confirmation link. Some autoresponders allow you to edit the link text to something other than "Click here to confirm your email address" others don't, so you will write text around that link to let them know that that link will take them to the product download page. Next, you want to get people on your email list engaged quickly. That means sending them emails that are of interest to them (relevant content). Emails that give them valuable insights into their field of expertise (contextual content) and provide practical advice on achieving what they want (actionable content). You will need to write several emails, do not put it all in one. The information above is for your general list, but if you are writing a sequence as follow up for people who didn't pick up your product, then each following email should explain one part of the product and why that is a benefit to them with a link back to the main page of your funnel. Depending on your testing, these could be anywhere from 5 to however emails it takes to get a sale, they unsubscribe or stop opening your emails. You will have to test until you know the optimum conversion rate and then cut that sequence to one past that point. There's no point flogging a dead horse. You then want to continue building relationships with your subscribers, one email at a time. This is the crucial part because if you miss this step, your list will stop opening and reading your emails. The whole point of writing the sequence and then the broadcast emails is to engage your audience to get as many opens as possible every time you send an email. No opens = no clicks = no conversions. The target numbers are 20% opens = 50% clicks = 10% conversions. The subject line and your engagement determine the number of opens. Content of the email determines the clicks, and the relevance of the product to your audience determines the conversions.
P.S. Most marketers get their numbers wrong, and that's why they fail repeatedly. They might say they want $10k per month, but they don't look at what is required to get it. Breaking that down to daily figures shows that it's roughly $300 per day. Let's assume you can make a $50 commission for each sale, Clickbank has many products that will pay you this amount. That equals six conversions per day. To get that many with a typical conversion rate of 1%, you'll need to hit the product page with 600 warm visitors every day. Buying that number at $0.35 per visitor and assuming 50% visits to clicks (from your bridge page) is going to cost you $420 every day, so that's not a viable option, but this is where your email sequence tidies things up for you. When you get more conversions via those emails, you have a chance to turn things around and get a positive ROI from your campaign. You would need three more conversions from your sequence to make the campaign profitable. Of course, you want to be getting more from the list, but if you can have a self-liquidating campaign, you can invest as much into it as you wish. You have to know your numbers, and you have to test and tweak every step in the funnel until your campaign is in the black. The ultimate testing tool is Click Magick,
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| Brent Milne 12 Torrens St Happy Valley South Australia |
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