E-Mail Funnels: Walking Your Prospects along the Road to Conversion
You don’t need a large e-mail list to be successful in e-commerce.
You need an effective e-mail list.
We all know the litany of key elements that combine to create a winning combination for entrepreneurs who achieve the Dot Com lifestyle. They include:
- Authority … serving as the go-to source for information pertinent to your niche;
- Consistency … maintaining a regular presence within your niche; and
- Stability … being easily located by anyone seeking your products and/or services.
The common theme running through these and other traits is the same characteristic that should underpin your marketing mix:
The logical course of action, then, would be to maintain control over your business platform and, by extension, your ability to convey your message.
This means you must be available throughout the buying cycle.
That’s why I strongly advocate that you lay claim to your own portion of cyberspace, whether it’s a website or a blog. They’re much less susceptible to being pulled out from under your feet due to, say, a Google or social media slap.
The same goes for distributing your marketing message. There’s an abundance of trendy carriers out there, but one old war horse you should always keep in your stable is e-mail.
Done correctly, an e-mail message is more than a presentation. It’s a conversation.
There are few if any other distractions on its page, so it provides an excellent opportunity to command a reader’s full attention. If you’ve included a feedback address — and you should — it offers an avenue of direct response.
And there is no better platform for personal follow-up after a conversion.
There are a number of ways to start building a list from scratch.
Just know that buying a list isn’t one of them; the targeting is usually too diffuse to be effective.
Here’s a tried-&-true method that can be deployed over and over:
- Go to a site like JVZoo and identify a top product vendor;
- Become an affiliate, or better yet, a customer;
- Use his promotional materials or create your own ad on a site like Canva;
- Link the ad to a squeeze page that most vendors make available;
- Open an account with an autoresponder such as AWeber;
- Capture e-mail addresses via that squeezer;
- Create at least six messages to be sent day after day; and then
- Create a seventh message to be sent 90 days after the sixth one.
Use the infographic above as your guide, and focus your messages on the Awareness and Consideration themes. Usually, the vendor’s presentation will capably handle the Conversion theme.
Here’s a simple example of this method:
I selected a product from a top JVZoo vendor that I believe is essential for anyone who wishes to achieve the Dot Com lifestyle and built a no-nonsense banner for it.
Incidentally, this banner is live if you wish to follow along in a real situation, and I suggest you do for the full effect:
I then linked it to his squeezer.
This is an excellent squeezer because it ensures that an actual e-mail address be used for registration in order to view the free webinar.
Here’s one of the closing comments I deployed in this particular e-mail campaign. Again, I can endorse the product because I use it; it also helps that I know the vendor.
If you wish to go through the entire process — excluding the banner ad — as a research exercise, simply click here. You’ll see the squeezer, the free webinar if you wish, and receive all seven follow-up messages.
I always include a direct address if a prospect wishes to respond. And I always send a follow-up note to those who purchase, making certain they know I’m available for any questions they might have or directions they might request.
If you’ve accurately identified your target market — and that may take a few attempts — use this method to take action.
Your list-building and customer relations campaigns will soon be under way!