Backend marketing to your list can be extremely powerful
when firing on all cylinders. You need to make the best,
highest quality offers you can. And the best way to 'be
able' to achieve that is by optimizing your list marketing
for optimum conversions. Here's how you do that...
What you want to do is something called, list segmentation.
This is simply dividing your list into smaller groups
according to certain criteria. We'll get to that in a
moment. After segmenting your list, you'll be able to
specialize your product offers to each segment.
This is extremely powerful and done right... it'll
skyrocket your conversions and profits. Lets continue...
The principle behind segmenting is targeting your offers
based on customer needs, desires, and buying power. The end
result will be promoting offers to people who'll be more
likely to buy.
Quite simple and elegant!
You'll also achieve higher customer satisfaction. Why? If a
business does NO segmentation, then every single subscriber
receives the same message. Right?
I cannot count the number of times I've been annoyed with
receiving an email offer for something I've already
purchased! Ever happened to you? I bet it has. And it's
just plain crazy to market a higher priced offer to
subscribers who have NEVER bought anything!
So lets take a look at some ways you can segment your list
for higher conversions and increased profits.
One method used by direct response marketers considers 3
main areas.
1. How recent a customer has purchased from you.
2. How often the customer makes a purchase.
3. How much the customer spends.
Now, this subject of list segmentation is very wide and
exhaustive. So today we'll only hit some highlights. But
it'll give you a great start with your own list. You can
segment your list according to how long your subscribers
have been with you. There's some flexibility with this. So
you can try something like dividing into the 4 annual
quarterly periods.
Your newest subscribers can be golden when treated properly
because they're prime for being converted into paying
customers. They're fresh and looking forward to your ezine
or email course. You can make special offers to this group
as an introductory marketing campaign. The special offers
should be designed to be as attractive as possible.
Designed to entice, intrigue, and excite.
Once converted into paying customers, then you'll segment
them accordingly and move on.
Every list has a group that has never bought anything...
yet. But do NOT give up on them. They're still valuable
because you can do something that smart marketers always
do. TEST!
That's right. You can send them offers with different price
points, marketing messages, etc. Use your business and
marketing creativity! Try making them a very low-cost
offer. For example... many of you may have seen reports
selling for the magical $7 price point. Or...
You can be more direct with them and ask them if they're
happy with your ezine. Solicit some feedback from them. Ask
them if they want to remain on your list! Think of a good
way to engage them in some way. Why not? You just may
convert some into buying customers. Then move them into
their own special group.
Now lets talk about, frequency... How often has someone on
your list made a purchase. Look for those who have made
more than one purchase. Ideally, you have a good number of
them. Then you can divide them into specific number of
times they've bought. This is where it gets exciting! If
you have such a segment within your list, then you can
design special higher-priced offers to them. But make darn
sure these offers are high quality and the higher price is
fully justified.
The people in this segment have proven their loyalty. They
have shown that they like the products and service they've
been getting from you. So this group contains your very
best prospects for higher priced offers.
And your conversions for these special offers will reflect
the quality of customers in this group.
The third area concerns how much your customers spend with
you. So you'll segment your list according to price point.
And hopefully you'll already have had some bigger ticket
sales. If so, here's what you can do...
Look for your highest price point customers. Then create a
special group and these will be your premium subscribers.
You have a lot of flexibility with this group because you
can design excellent offers exclusively for them. For
example...
You can create an exclusive... and pricey... membership
service for them. It's the best form of subscription-based
service for obvious reasons. If done smartly and creatively
you can really boost your profit levels with a group like
this!
So! Have you ever tried looking at your list in this
manner? If not, you're losing out big time! It's a very
simple way to dramatically increase your list marketing
conversions. There's always more to the story, though. But
get cracking on your list and see what happens!
----------------------------------------------------
A former college dropout, Dan Lok transformed himself from
a grocery bagger in a local supermarket to a
multi-millionaire. Dan came to North America with little
knowledge of the English language and few contacts. If
you're ready to take your online business to the next
level, go to:
http://www.websiteconversionexpert.com/public/department32.c
fm
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