How To Communicate With Your List
The way you communicate with the people on your list is one of the most important aspects of your sales funnel. This is actually how you move them through your funnel and, hopefully, transform them from mere prospects into customers.
Of course, even when somebody buys from you isn’t the end of the sales funnel process, as you then want to turn them into repeat buyers! The mistake many marketers make with their list is that they’re too anxious to start selling them high priced items.
When you’ve gotten somebody’s e-mail address by offering them a free gift or a subscription to your newsletter, you still haven’t won them over as a customer. This is actually just the beginning of the sales funnel process.
You now have to win their trust and gradually persuade them that you have some valuable information for them.
How Frequently Should You E-mail Your List?
There’s no hard and fast rule for this, but the general answer is, “often enough, but not too often.” You have to stay in touch with people consistently for them to remember you.
If you only send out e-mails once per month, or once every couple of weeks, it will be hard for people to remember who you are, given the high volume of e-mails that many people receive.
On the other hand, if you’re e-mailing people multiple times per day, you will quickly become a nuisance. This is a sure recipe for having a high “unsubscribe” rate.
The happy medium is at least once per week and never more than once per day. Three times per week is probably close to ideal. You don’t have to stick to a schedule religiously, but just keep it in mind that you have to stay in touch, but not overdo it.
What Should Your E-mails Consist Of?
You should mainly be sending out short, concise and helpful messages to people. Keep your tone chatty and informal, as this helps to remind people that you’re a real person and not a large corporation.
Remember that people have short attention spans, though, so keep your messages brief.
One approach to e-mail marketing that works well with a sales funnel is using an autoresponder series. This is where you pre-load a series of messages into your autoresponder that go out on a certain schedule that you determine.
This can be an effective way to stay in touch with your list and ensure that you don’t forget to mail them regularly.
Two Approaches to a Sales Funnel
While it’s a good general rule to focus on keeping your e-mails friendly and helpful and only do a minimum of actual selling, there are exceptions to this.
If you’re offering, for example, a product such as an internet marketing course or piece of software, you may want to design your whole list around the product.
In this scenario, you don’t have to worry as much about offering helpful info, because the people who have signed up for your list are specifically interested in finding out more about this particular product.
To illustrate the two different approaches you can take, I’ll give an example of each. For the first example, we’ll return to the “six pack abs” niche and pretend we have a product called, not very originally, Super 6 Pack Abs.
For the second example, we’ll pretend we’re selling a high end internet marketing course called Super IM Course. Keep in mind that, for each of these examples, you could take a different approach. These are only possibilities.
In each of these cases, we’ll assume that an autoresponder series with three messages is being used. In most real world cases, you’d probably want to use more than three.
Super 6 Pack Abs:
Squeeze Page: Short video of abs exercises. Promise to reveal more tips if prospect signs up for free newsletter.
Message 1: Diet tip. Final paragraph says something like, “For a complete course on how to achieve six pack abs fast, click here.”
Message 2: Exercise tip. Again, end with link to your sales page.
Message 3: Describe your product in a little more detail this time, and end with a link to your sales page.
Follow-up: For anyone who actually buys your product, you can create a separate list, as these are people you know are buyers.
Super IM Course:
Squeeze Page: Video or text describing the features of this course, along with results people have achieved using these methods. Offer to tell people more about the course if they leave their info.
Message 1: Describe a leading feature of the course. Include a link to the main sales page.
Message 2: Talk about another exciting aspect of the course and end with a link to the sales page.
Message 3: A summary about all the ways the course can help people make money. Link to sales page.
Follow-Up: As before, anyone who buys the product can now be placed on a new list of buyers.
The only real difference in the two approaches is that, in the first case, you’re portraying yourself as an authority in the fitness niche and suggesting a good product, while in the second example you’re focusing directly on a particular product rather than on a wider niche.
You can use either of these approaches, depending on your preference and on what you’re marketing. But in either case, the idea is to provide the prospect with as much information as possible.
How To Communicate With Your List – Conclusion
As you can see there are different ways to handle different niches and ultimately it’s what fits best for your business model but I hope this has given you an idea of how to grow and communicate with your list.
If you have found this post helpful leave a comment below and feel free to share your examples. Don’t forget to check out some of my other posts and if you have a certain topic that you would like me to cover just let me know.