Step 6 – Send Messages That Add Value & Generate Revenue
In Step 5 we looked at the messages in your auto-responder sequence to make sure they are serving your audience.
Today we’re going to go through that sequence again, but this time we’re going to make sure that they are also serving us and helping us make money.
Remember what I said last time about taking care of our audience – only make offers that add value to your subscribers if you want to ensure long-term growth.
Today is all about getting more people to look at your high quality offers and more people taking them up.
Your best friend here is the analytics data from your auto-responder service and anything else you measure like click through on affiliate links etc.
You may even want to dig around Google Analytics and see what helpful data you can find there. Setting up goals for example is a good idea to see what’s working and where in a funnel you’re losing people.
I find it helps to track three key metrics when it comes to monitoring how you’re doing.
The first, of course, is your open rate. If your subscribers don’t even bother to open your emails, you need to do something quickly.
Start by looking at the subject line and see what you can do to improve it. If that doesn’t work, it may be a problem with the subject matter. In which case, try replacing the message with something totally different.
The second metric you want to keep an eye on is click through rate for any links in your email messages.
If you’re not getting clicks, chances are that you’re either not writing a strong enough call to action or that the content and/or offer isn’t all that interesting to your readers.
In either case that’s something you want to fix. Go back to what you’ve learned about your audience and what interests them and what they need to solve their problems. Craft the offers and content with them in mind. Keep going back to the questions of what they need to know and what they need next that we talked about in yesterday’s post.
The third metric you want to take a look at is unsubscribes. Don’t get me wrong. I’m not suggesting that you panic and delete messages anytime you see someone unsubscribe. Instead I want you to look at the big picture here. You will always have some people unsubscribe from your list at various points in the message sequence.
What you want to look for is spikes in unsubscribes at a particular message. Look at those emails. Is the topic different from what you usually share? Did you try to sell your readers too hard on a product you love?
Rework those messages, toning down the copy, or even replacing it with something that’s better suited (either product or content) to your target audience and see if you can improve those stats.
There’s a lot you can learn from your stats and from what your readers tell you.
Start to pay attention, start to listen, and start to take action going forward. You’ll find you become a better and better email marketer as time goes by.
At the end of the day, that’s what it’s really about isn’t it? It’s about finding your audience, serving them, and making a good living in the process.
That’s it for now. The next step is the final one in our Lead Capture Audit process and in it you’ll learn what you need to do to keep progressing on into the future and how you can easily set yourself apart from your competition, if you have any.
Having your own Irresistible Lead Magnet is key to you consistently winning more new business. No matter how many different new web traffic strategies you employ or how many new leads you attract, if you don’t have something that demonstrates you’re an expert in your field AND also an effective system in place that enables you to follow-up with people on a consistent and frequent basis, then you’ll find that you are always chasing after new business rather than being in the position where all the clients you can handle, come to you!
If you like the idea of a constant flow of Ideal Clients looking to engage you, then there’s a system you really should know about. And I’d be happy to tell you about it.
However, I will need to know a little bit more about your business before being able to guarantee that this system will work well for you too.
If you’re interested in finding out more, let’s have a “no obligation” chat at a convenient time for you. Just click the button below and find a time that suits you.
I look forward to speaking with you soon.
Good bye for now…
|Tim Dodd |
Automating Business Workflow