Email Marketing Systems to Help Boost Exposure and Profits...System #6 - A 3-Step Process To Turn a One Time Follow Up Into a Responsive Sub-List.

It is impossible to see any sort of success online without
some form of email marketing.

It's one thing to have a sizable list, but you also need to
understand how to use it effectively.

Actually the more lists you have the better off you are. BUT
the key isn't just having several general lists, you want to have
as many targeted lists as you can.

What do I mean by that??

Well, ummm for all you health and nutritional product people
out there your targeted lists could be based around each of
the specific products you offer. Those in themselves make up
a "list."

If you are selling information products, then the theme or
topic of each of your books/courses can make a sub or
targeted list.

Don't look at your products/services as a group, break them
down (if you can) and think of them in terms of a targeted
group of people (or list). For each group you will send out
the initial information request and then your follow up will
involve specific information catering to that group.

That follow up is pretty straightforward. I mean if you
have a product that is based to help migraine sufferers then
you wouldn't later send a mailing to that list about a new
product that deals with asthma...they don't relate or tie
in. You keep sending that list information relating to
suffering from migraines.

There is one other list that you could be building and
that is one that involves a one-time request for information.
For example; in the May 4th issue of DEMC we talked
about turning your articles into a two-part format and
building a list from that. That is a one-time mailing. A
person would hit your autoresponder in order to get the
second part of your two part article. The first part is
the one that ran in a newsletter, the second you announced
in your Resource Box along with the means to go and get
it.

So, the question of the day is "How on earth do you follow
up with these people, when they didn't subscribe to receive
regular mailings?"

That is what we are going to go over today. A 3-step
follow up system which will turn these one-time requests
into yet another viable list for you ;o)

So, let's get at it ;o)

Step 1 - First or Initial Contact

This is the information that you are firing out after
they have hit your autoresponder.

You have two ways you can go here. You can either:
let the person that you are going to send them future
information that is RELATED to the information they
have requested here. Or, you don't say a thing at all.

Best course of action is to tell them up-front...be totally
open and honest from the get go. Remember people do
business with people they know, like and trust and if
you aren't trusting...you've lost them.

Having said that, you still need to give them a chance
to opt-out of receiving more information...here is a
sample to give you something to look at and use.

Let's say my two-part article was on no cost marketing
resources. The first part of my article could have covered
the pro's and con's of going no cost as opposed to going
the paid route, and I might have focused on a few of the
more common ways to find no cost marketing resources.
The second part of the article would be a list of 30
resources that I put together and announced in my
Resource Box. So my follow up would have gone something
like this.

SAMPLE...

Hi ~~NAME~~ (remember use the personal approach!)

Just wanted to send you out the information you requested
about the 55 no cost marketing resources. I have listed them
all below and I hope you find them useful.

In a few days I'll be sending you over a special article
that I wrote "The Key to No Cost Marketing." Look for that
to come in about three days.

I've spent a lot of time researching marketing tactics and
looking for good solid resources that work. I'll be glad to
share this information with you, if you want me to.

If you don't want to receive these additional strategies and
resources then you can click the REMOVE ME link below.

If you have any questions, please feel free to email me.

Look forward to sharing this information with you, take
care and good luck with your eBusiness.

Sincerely,
Denise Ryder


So what we have here is your prospect receiving the initial
information that they requested AND we have let them
know that there is more to come and if they don't want to
receive it then, they can of course, opt out.

Most will stay because you have given them a good reason to
(remember it's the WHAT'S IN IT FOR ME), a preview of
what's to come.

The key to keeping these people interested is to and you do
that by:

1. over-delivering on what they requested. I mentioned 30 no
cost resources in my Resource Box but in my follow up email
I am actually giving them 25 more for a total of 55.

2. offer more relevant messages - the idea is here to offer
relevant information. Again on focus with my no cost marketing
resources. I wouldn't follow up with anything else but, it
doesn't relate.

3. WIIFM - the "what's in it for me" aspect has to be answered
for your prospect. You have to give them the reason for sticking
with you. Promote the BENEFITS of what the information will do.

4. NO OFFERS - I know, I know you are tempted to throw in a
little link to something you are affiliated with...BUT DON'T DO
IT!!! If it was specifically mentioned in the confines of your
article as a good resource, then ok...but if you didn't refer
to something as a resource, don't do it. You don't want to scare
your prospect into thinking that you are going to try and sell
him something...you goal in the first follow up mailing is to KEEP
THEM INTERESTED and KEEP THEM ON YOUR LIST. Make a
positive good first impression.

There will be time for you offers, trust me ;o)

Step 2 - Automate

You're probably thinking, yup I know I need an autoresponder
in order to do this. Of course you do, that goes without saying.
But, you need to see the bigger picture here. You have a prospect
that has received the information and you have indicated that there
is more "to come." That "more to come" is what I am referring to.
Make sure you have it already to go and uploaded into your
autoresponder.

Yup, ya got to think ahead...there is no room for "fly-by-the seat
of your pants" marketing here. Sit down and plan out a 7 message
follow up for this list and have it loaded and ready to go.

Leave some time between each mailing...something like between
7-10 days. Remember this isn't your general list, this is a targeted
one with specific information and of course specific offers geared
to them.

Through these 7 messages your goal is to keep building upon the
information that they prospect originally requested. You know they
are interested because they hit your autoresponder in the first
place, right ;o)

So give them the good, solid content RELATING to the original
that they requested.

In our example above I would keep providing them with information
concerning no cost marketing resources. I would send the article
as I said I would and then the other 6 messages would perhaps
look at what to spot in a good no cost marketing resource, how
to test a resource, how to track the results, and how to use
the information they have gathered to make money. All the
while I mention that there is STILL MORE to come and of
course provide them with the opt-out option at all times.

I also can weave in my offers and because of the way I
have set my system up, these offers come in the form of
recommendations, there is no hard sell tactics happening
here.

Step 3 -Special Mailings

Ok, we have a sub-list with a theme of no cost marketing
resources. As I release a new product (based on this theme)
or find more resources to share, then I will send out a
special mailing with this information.

The idea is that these are "special" so they are not to
be used as some form of "mass or blast" marketing tactic.
What we have done with these people is built a good solid
relationship with them. We have sent them fantastic info
that they can use and we keep building by providing them
with even more information and over-delivering. Why would
we want to then ruin all that by blasting them every week...
WE DON'T.

These special mailings should be limited to using them
twice a month. It stands to reason that some months you may
not use them at all. But in this case the idea is that it is special
so make it good. Keep the momentum of good solid information
and tie in a good offer.

A good rule of thumb is to think in these terms...

A good mailing is something that benefits the list member and
the list owner. It has to be a win/win for both or it just won't
work.

When you are thinking in terms of lists, you have to realize that
a list can come from anywhere. It is just a matter of seeing it.
As I mentioned above, think of your products/services as little
individual lists. Break them down and build a sub-list around
each products theme.

Do it right and you may find a little niche where you didn't
realize it…now how cool is that!!

About the Author

Denise Ryder is a Marketing Coach writing from her home
office in Northern Ontario (Canada). Hey...are you a do-it
yourself marketer? Are you struggling a little? Need just a
little help??? Can you imagine how far your business could
grow with a Marketing Coach in your pocket??? Take a no
cost Test Drive TODAY!!
http://www.profitspace.com/coach

Written By: Denise Ryder, Marketing Coach