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How To Protect Your Marketing Back Door.
By Chuck Crawley
©2004 All Rights Reserved
Email marketing is hands down the most effective method for promoting ANY product on the Internet.
Are you protecting your Email Marketing Back Door?
Recently, I put together an email marketing campaign for a product that I thought would make me a few extra dollars. The email marketing system that was setup for this product was a thing of beauty.
The whole process was contained in a follow-up autoresponder. The only web page that was involved contained information to help setup the autoresponder. It also contained some helpful information on how to promote the autoresponder address.
I'm telling you, this was email marketing to the MAX. It took me only a few hours to setup the autoresponder and I was ready to do business. All I had to do was drop my ads in a few ezines and watch the sales and cash flow.
And guest what? I got a ton of people into the autoresponder system. However, after a few weeks of promoting this product I realized that I wasn't making any sales.
Well, you guessed it. What I had was a great marketing system with a bad product. So, what did I learn from this great experience?
A very valuable lesson indeed! What I didn't realize at first was that this was a great lead generating system. I had put almost 400 prospects though this system in less than three weeks but I failed to PROTECT MY BACK DOOR.
So, what do I mean by my Back Door?
The follow-up autoresponder system consisted of eight follow-up letters. These letters were scheduled to go out to the prospect everyday. Each letter is designed to entice the prospect to purchase the product. The last follow-up letter is where the prospect exits the system out of the Back Door.
I failed to implement safeguards in my last follow-up letter that would guarantee that I would get one of two results:
- 1. Make the Sale
- 2. Present an Irresistible offer to force the prospect to join my in-house list. In other words, if you can't make the sale, then you should do whatever it takes to entice the prospect to join your list before he/she slips out the Back Door.
Are you letting your leads slip out the Back Door?
Always make your best sales pitch in the last follow-up with a prospect but also include an insurance offer too. The insurance offer should be so enticing that they just can't resist your offer to sign up for your Newsletter or In-house List.
If they are still with you after six or seven follow-up contacts, then you owe it to yourself to do whatever it takes to KEEP them in your sales system. Offer them Free Coaching, Free e-books, a Free Ad in your newsletter every week, a free promotion tool or a five-dollar deposit into their Pay Pal account. Just get them to join your list.
Also make sure that you let them know that you will be contacting them periodically with new developments, tips and tricks on how to help them conduct business on the Internet.
How many of your prospects have slipped out of your marketing Back Door?
Take a look at your email marketing follow up letters today and make sure that you PUT A LOCK on your marketing BACK-DOOR.
CHUCK CRAWLEY
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