Digital Marketing SEO Consultancy

Turning Clicks into Conversions

Most people need to see sales messages more than once before they even think about making a purchase; this is a long-established, and much researched truism of advertising, and it applies to every market. This is one reason why responders are so valuable; they allow you to follow-up with prospects as many times as necessary.
 
The Results of Following-Up

Most people have had a positive return from multiple uses of their responders. And it stands to reason. Sequential direct mail has been profitable for direct marketers, entrepreneurs and collection agencies alike.

I tested this in one of my client's businesses. Our first mailing was sent to 7,000 recipients and generated a response rate that was less than 1%, which is typical for most one-time direct mail marketing campaigns. However, the rate climbed to about 7% following the second mailing and over 3% after the third. Targeted to the same group of people, all three mailings combined for 11%.

Here's what we did. The first letter had a time-sensitive offer and an invitation to enter a drawing to win a product. The second letter, mailed 15 days later, had a "sorry we missed you" and "we're concerned" feel to it. It offered additional incentives. Then, thirty days after the initial mailing, a third letter boldly stated, "this is your last chance" in bold red letters at the top of the page.

Shortly after the drawing, we sent a fourth mailing to those who did not respond, and offered a discount on the product drawn. It said: "Congratulations! You've won the second prize: a $[X] rebate on [product]." As a consequence, the response rate rose to 16%.

When offers are repeated, people have the tendency to assume that the offer is important; repetition not only emphasizes the importance of an offer, but also increases its comprehension and reinforces its urgency.

Become Like a Collection Agent

After a prospect asks for more information, your autoresponder can automatically deliver a series of follow-up email messages in pre-determined intervals. By creating a sense of urgency, your follow-ups can help reinforce that urgency in subsequent mailings and add weight to your offer.
Plus, by adding incentives with each mailing, the becomes more valuable. Additional bonuses can be special reports, articles, ebooks, freeware, reviews or even courses delivered incrementally via smart autoresponders.

Write Effective, Sales-Generating Emails

An effective, response-generating email ad is relatively straightforward to write. Follow these simple steps:

· State a problem (and present a solution) in the headline
· Highlight ego-driven benefits; use power words (like ‘free’)
· Introduce a sense of urgency and include a call for action

Let’s look at these in more detail.

 1. The Headline "UNLOCK THE MOST POWERFUL SECRET TO DOUBLING YOUR SALES!"

This headline sucks you in to the ad and makes you want to read more. The headline entices you with a powerful benefit and makes you curious. In fact, an attention-grabbing headline is proven to result in as much as a 1,700% boost in response rate.

2. Problem/Solution “That secret is "follow up" -- but the trick is to be fast, repetitive, personalised and consistent.” The body of the ad gets straight to the point and immediately reveals the secret. Then pushes "hot buttons" by stating a problem and offering a solution.”New, sophisticated autoresponder does all that for you And more!”

3. Benefits “SAVE time and money.”
The problem is solved but only if the prospect takes your solution. The trick here is to increase desire by conveying more benefits.

 4. Power Words - GET YOUR FREE VERSION NOW!
Words that increase interest are those that help to paint pictures in the mind, and offer some kind of direct incentive to the reader. Some words are proven to "pull" more, such as: "discount," "guarantee" and "free." No incentive can be more direct than one with the word "free" in it.

5. Call-to-Action - Don't wait, go now: http://www.autoresponder
Tell them what to do. It's the most vital step. This can be as simple as telling the reader to visit your website right now or to email an autoresponder address.

 6. Sense of Urgency
Finally, create scarcity with your ad or add a sense of urgency. Make the offer time-sensitive or quantity-bound.
Follow these simple steps and you'll be able to create a powerful email ad for your autoresponder.