This is probably one of the trickiest things to do when you are getting started, because you obviously don’t know what to say to your subscribers.
This is also tricky because it gets into the age-old question – how much content versus how much sales material in the first 10 emails or so?
If I were to answer this question outside of the scope of this post of generating profit and I were just focusing on subscriber loyalty, I would give you a recipe for the content, versus selling. It would then look like this:
Send them a free gift, then send 2 content emails, then send a sales offer, then some more content, then a free gift, then a sales letter…and so on.
I think that is a perfectly good email campaign, especially for someone who is just getting started online and is likely to make lots of mistakes with their email copy. (Not that experts don’t make mistakes too, just that as you gain experience and you testing, your mistake propensity should go down).
However, through intense testing, I have discovered that even with that formula (or at least a campaign very similar to that in nature), email open rates and click through rates go down significantly after the first 5 or so emails!
So the problem with that is when you’re beginning to offer the sales material, people are not opening your emails than often already!
Now bear with me here.
Think about another scenario…
There is a concept called the ‘period of buyer intensity’.
To illustrate that principle, let us assume that your wife (or husband) has compelled you to go to a rhythm and blues concert to which you did not want to go.
Now, after arriving at the concert, you find that you did enjoy the music, so much so, in fact, that you decide you want to learn more about playing the guitar, for example.
So when you get home, you go online and look for information about playing the guitar.
You subscribe to my fictional newsletter, and I send you free content information, and some free gifts (perhaps an ebook on how to learn to play the guitar).
Now, over the next week, you purchase a guitar online, several sheet music books, several manuals on how to learn to play the guitar online.
Now, simultaneously, you are receiving my informative newsletters, and I am building a relationship with you.
About a week or two down the line, you have tried to learn, unsuccessfully, and are becoming frustrated with this entire process.
You stop opening all of my emails, because you simply aren’t interested anymore.
What has happened here?
You went through the period of buyer intensity while I was following the pattern I showed you earlier about building a relationship with your buyers.
While I was creating a relationship with you, you were buying either from some one more aggressive than me, or from a site you found while using a search engine.
Now, perhaps several more aggressive emailers pushed you to the point of opting out of their list, but only after you purchased something they recommended.
I, on the other hand, have created a reader who does not unsubscribe from my list – you like me, but you have bought from the other vendor, not me.
Are you seeing this idea here?
I built the relationship, the other guy made the money.
I was respectful, the other guy made the sale.
I am in this game, on the internet, to make money, not to build relationships.
Now, don’t get me wrong, I build relationships.
But my purpose is not building relationships. My purpose is making money.
And I am building relationships with the purpose to making money.
But I cannot let the action of building relationships interfere with my ability to make money.
So what have I done myself to rectify this situation, and make money and build relationships simultaneously?
I literally do both!
I send out an email campaign that builds a relationship, while simultaneously sending out sales emails!
Yes, I get a lot of unsubscribes too but the important thing here is that I catch people when they are in their period of buyer intensity.
I am able to capitalize on the period of buyer intensity and at the same time build a relationship with my subscribers.
So what does that mean for you?
You must remember that I am doing this at the very beginning of my relationship with these potential buyers.
This is when they are experiencing that period of buyer intensity.
If you read what I just wrote and try to apply two emails a day to an existing list, you will probably lose most of the list.
You are stuck with your existing list.
There are things you can do to supercharge your existing list, like sending free gifts, and opening up lines of communication.
These thoughts only apply to a new list that you are building. And before you begin to implement a strategy like this, ask yourself if you really have the time.
I work this business fulltime.
I have the time to create an email a day and still have time left to create things like this, and write articles.
If you are only working this part time, a couple of hours a day, you probably do not have the time to prepare a couple of offers per day.
Now, in the long run, if you prepare one offer a day for awhile, and begin loading things into your autoresponder, you might eventually be able to add a second email to your email campaign without stretching yourself too thin, or add it when you go fulltime online, if you choose to do that.
Another creative way to tackle this problem, which I have not tried personally, would be to create an email campaign with content one day and a sales letter the next, alternating between the two. (If you do this and track your results, perhaps against a control group of some campaign, I would love to see your results).
I’ll be teaching this in my training, but here is the tip that you can use to write well…
One of the hardest things to do when you are online and list building is writing fresh emails every single!
It is hard to keep them personal, hard to come up with fresh, catchy titles that don’t take away the personalized feeling.
It is hard to come up with new ideas every single day. But if you are going to make a living, you have to learn to do it. And I really mean, learn.
I doubt that very many people online were born knowing how to write emails.
There are many formulas online for how to write an email, but I believe that if you wrote an email every day according to the very same formula, your list would soon get bored.
So I don’t believe you should write according to the same formula everyday.
In fact, I don’t think you should write much from a formula anyhow, except one that says to get their interest, keep their interest, and send their interest to a sales page. And I think you should probably mix that up some too.
I am going to dare to say here that you should not use a formula, that you should write from the cuff everyday.
The reason I suggest that, is that I think these emails should be personal in feeling (not in nature; I am not much of a fan of getting a play-by-play of an internet marketing housewife’s day or of the vacation), and that they should be written according to your mood that day.
Sure, some won’t sell as well, but I think that if you are sending frequent emails that your subscribers must feel as though it is one friend to another, if you are going to get long-term response and purchases.
Making Your Emails Personal.
One of the most important things when you write emails is to think about writing the emails to a specific person.
Each person on your list is just that, a person, not a number, not an email on your list. So when someone reads your email, it should read like you have personally addressed it to them.
And I am talking about more here than using your autoresponders’ personalization feature. I am talking about writing the email as if you were talking to one person and one person alone.
One way to make this work (and I really believe this starts in your head, and is not a one-two-three formula like you might like me to give you) is to envision one person to whom you will write every letter.
If you have to make it real, have a good friend of yours join the list, and have him agree to read every one of your emails when it comes out, and reply to you on each one.
Tell him to imagine that he is a reader, not your friend, and to respond to you the same way he would if he wrote someone he didn’t know personally.
Now your responsibility here is to not take anything personally that he writes to you.
But what this will do is put you in the right ‘friend’ frame of mind when you write, and you will get a feel for how others are viewing your letters.