When setting up your Autoresponder series – you must start by figuring out just what your goals are – and how best to achieve them. I’m going to cover the most common forms of email series that I’ve seen and know about.
The first email series is the worst possible one – but sadly, all too often seen with beginners:
Beginners forget the powerful advantage of an Autoresponder – it automates things… but if you haven’t fed your Autoresponder with a good series of emails – you can’t expect your Autoresponder to be feeding your bank account! Some people rely on sending Broadcast messages – that is, they sit down each and every day, and type a new message that goes out to their list. What a horrible way to do business! I got into list building because I want maximum flexibility with my time… I don’t want to be tied down to constantly be writing new emails!
So don’t make this mistake – Broadcast emails are only for those times when you have something really new – perhaps a new product launch – or something that’s really new and time sensitive – a webinar, or a new video or website post you’d like them to see.
Now let’s look at the most common sort of email series that I see…
This is quite common – I’d say that probably 90% of all the lists I sign up for follow this format. It very quickly becomes boring – and these are the people who will have huge problems with their ‘open rate’ – the percentage of people who open their emails.
What good is it to have a list of 5,000 people, if only 5% open your emails? Would you rather have a list of 5,000 with an open rate of 5%, or a smaller list of just 2,500 people with an open rate of 40%?
The first example will give you just 250 people looking at your offer – but with a list half the size, a 40% open rate would give you 1,000 people reading your offer! What would you rather have?
I can hear you asking the question (I’m a part-time mindreader…): “How do I get a 40% open rate?”
Well, simple really – don’t bore your list… provide real content … I’m on one list that I enjoy reading, because even though she tends to follow the above tactic, she at least gives links to funny videos – and tells me what’s going on in her life… family, pets, people… in other words, even though she’s always hyping something or other – she actually crafts her emails more carefully than most.
But let’s look at the next example – that will get you closer to your 40% open rate:
This is what many List Building courses will recommend – and with good reason – you’re giving your readers valuable information – and not deluging them with a hard sell on every email. This is the sort of email series that will boost your open rate, and get more people reading what you have to offer. Now, is this the perfect email series? It’s certainly not bad, and in the right hands, this will serve you well.
Particularly if you employ not a ‘hard sell’ – but a solution based Affiliate product review – where you discuss a common problem, then just ‘casually’ mention that you found the best solution when you bought ‘XYZ’s’ affiliate product. By focusing on how to solve problems, rather than “You gotta get this – it’s incredible – it will make you a fortune overnight” type of hype, you’ll become more engaged with your readers – and they will tend to buy products you recommend.
You must learn to be a salesman! If you really want to succeed in list building, you have to figure out how to persuade people that what you’re recommending will help them. How do you do this? I recommend two methods – first, find any books on salesmanship or direct marketing that you can. Read. Study. Learn…
The second method is even easier… set up a secondary email address… and start subscribing to every email list you can find – preferably in your chosen niche, of course. Read the emails that get sent to you – who is persuasive? What did they write that made that email enjoyable to read? How did they format that email? What headline did they use?
I always say – don’t re-invent the wheel… don’t try to be innovative – I’m certainly no genius – and I accepted that fact long ago… I’m not going to surpass Willy Crawford… or James Francis, or Igor Kheifets, or Bill Hugall – but I can learn from them! I’m on their lists, I’m reading what they wrote, I pay attention to what I think that they are doing right, and if I don’t like something that they do, I don’t do it myself.
Now, on to what is perhaps the best solution of all:
Now, I know in my List Lightning manual, I told you that building a list is far more important than building a website – but this particular method requires that you have a website. And, to tell you the truth, I’m moving my business model more and more to this one.
Here we see that every single email contains nothing but content. This will boost your open rates higher than anything else you can do. How would you like to have 60% open rates? (or more!) By training your list to recognize that all you ever send them is valuable information on the topic that they are interested in – you’ll encourage them to open more of your emails. And only once or twice a week, you’ll also include a link to a page on your website – where you’ll identify a common problem, and propose a solution (affiliate product).
Granted, readers will now have to click over to your website before seeing any product reviews – but this step will engage your readers … they want to know more … and you’re going to provide it on your webpage. Now, what do you do on your website post that you’re sending ’em to? Simple – you choose a common problem – for example: ‘How to choose the right Solo Ad providers’ – then you explain what your solution to the problem is. And your affiliate product owner will help you with that – simply copy and rewrite the ideas expressed in his sales page…
By separating your content from your sales pitches – you’ll end up with far more people actually reading your emails – and you can make more money with a smaller list.
Now, lest anyone get the mistaken idea that I’m a genius, or even a thoughtful person – everything above was copied from someone else in one way shape or form. I didn’t come up with any of these ideas – I just paid attention to the lists that I’m on… That, and I read everything I can get my hands on about list building. You can do the same…
What do you think? I’m always interested in your thoughts, so don’t be shy – write a comment below:
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