List Building – How to Structure Your Email Campaign
List building is such a wonderful way to make money online, and I have so much fun doing it. Maybe you are listing building, too, and you have asked this question, as many of my students have done: how do you structure your email campaign?
Well, I have a different opinion of structuring an email campaign than I think that a lot of folks have online today.
You see, I think that most of the current literature on list building and writing your email campaign tells you to send out like 5 or 7 content emails in the first 5 or 7 emails and build a relationship with them, then start to send out sales stuff.
I disagree. Now, I have to admit that almost all of my subscribers come to me after they have read one or more of my articles, and so they already trust me a little more. And that makes my list members a tad faster to respond, I would imagine.
But I still disagree. And here is why. When someone is looking for information online, it is because they have a need. Today. They have a need today, or they would not be looking today. OK, sure, they might not need the actual product until next week, but today is the day they want to solve their problem.
Think about it this way. Imagine that you are going to go on a trip to Tahiti, and you need a swimsuit. You are leaving in 10 days, so you need the swimsuit delivered to your house within 10 days, actually if you are like me, you will want it within like 8 days.
So you go online to buy a swimsuit. In your travels online, you come to a squeeze page for a free ebook and ecourse on how to buy a swimsuit online (give me some leeway here, I just thought of swimsuits because I was thinking of my upcoming summer vacation) – but it could be any product in this example, so just follow with me here.
So you download the free ebook, and you get on the list and you get like 5 to 7 emails with lots of good content about how to buy a good swimsuit. In the 8th email, you get a sales page for a swimsuit. What just happened?
If I were the swimsuit company, I have done a great job of building a quality relationship with you, but I missed the sale. You see, you needed the swimsuit fast, not after I built a relationship with you. And probably you bought from someone else online, someone that was more aggressive and to what it was less important to build this long term relationship.
So you have to do both: build relationship – but go for the sale fast, when they have a need.
Here is one of the ways I structure my campaigns:
1) Opt in page redirects to a sales page after opt in occurs (free ebook comes in a separate emai).
2) First email contains link link to free ebook.
3) Second email – content and link to my site
4) Third email – free gift, link to my site (or redirect to sales page after free gift).
5) Fourth email – sales pitch
6) Free gift, link to my site (or redirect on free gift)
Do you see what I have done? I am building a relationship – but at the same time, I am going for the sale.