You see it all of the time and maybe you created one too -- an opt-in free ebook, inviting people to a webinar, and then providing an offer to your services or products.
You put in all of that hard work of writing content, creating slides, hiring designers and editors, and maybe even investing in Facebook ads... and then... nothing!
An opt-in here or there, but no one buys your offer. All of that hard work is wasted and you feel defeated.
What went wrong?
There are a number of reasons why a lead generation system doesn't work. Here's one possibility: The follow-up stinks.
"The fortune is in the follow-up." -Jim Rohn
Only 3% of your audience are your active buyers*. So how are you following up with the other 67%?
Let's go through an effective email autoresponder that converts your subscribers to leads and to clients.
1. What Email Autoresponder?
Did you set up an email autoresponder in the first place?
According to Mailchimp, an autoresponder should:
"Nurture lasting relationships by showing customers you appreciate their support.
Automatically reach out to first-time shoppers to thank them for their patronage.
Or, reward your top spenders with discounts triggered by their shopping behavior."
One or two emails are not enough to convert subscribers into clients. Yes, it does take time, effort, and skill to create those autoresponders. It's worth it. Read on to the #2 email marketing mistake.
2. Your Email Frequency Isn't Enough.
If they opted-in to your original offer, they are interested in buying from you -- someday. BUT, and that's a big but, they want to buy from you in their own time.
You might be afraid of annoying your subscribers, so you decide to only email them once a month. However, if you're only emailing them once a month, too much time has passed by.
They'll forget why they subscribed to you in the first place and they will unsubscribe from you. Or even worse, mark you as spam. And spam is always annoying.
Start off with emailing with one to three days in between, and then space it out to a regular, weekly email newsletter. (Your email list should still be segmented, but we'll get to that in a later blog.)
3. Your Follow-Up Emails Are No Longer Relevant
If a stay-at-home mom signed up to learn how to start a home-based business and then you offer a nutritional program, you'll confuse your readers and lose their interest.
Instead, make sure your follow-up emails flow naturally and continue to solve the problem that compelled them to sign up in the first place.
For example, if your ideal client is a mom who wants to start a new business, your topics can include answers on how to:
- Choose a business and niche
- Start a home business
- and How to grow their business.
If you decide later that you want to focus on "work/life balance," and you want to offer a nutritional program for mompreneurs, create a separate launch.
You can always offer it to your original list, but you'll create a different segment of prospects who are interested in your new topic. (Ok, I did have to mention email segmenting here.)
4. You're Talking AT Them, Not With Them.
Don't get caught up in only sending template newsletters. Mix it up with a simple, almost text-only, email to start a conversation. Ask a question and invite a response. Answer their email within the same day to show you are listening to them. Or start a Facebook group and invite them to ask their questions there.
Build a relationship with your subscribers through compassionate two-way conversations. When they are ready to buy, they will choose you versus a competitor.
5. You Never Asked for the Sale Again
Remember that 67% who weren't ready to buy? 7% to 30% will be ready to buy later*. Make sure your offers show up consistently in your follow-up emails. Even better, have a new launch every quarter or keep the enrollment limited.
The timing and exclusiveness create urgency and those on the fence will jump on board now so they don't miss their chance.
Consistency Is Key
Keep launching, educating, supporting, and conversing with your audience. A cohesive autoresponder campaign will help plug the leaks. You will keep your sales funnel filled with ideal prospects who want your services and products.
*The Chet Holmes® Method breaks down buyers into 5 categories. 3% are active buyers, 6% are considering purchasing, 30% are not thinking about it, 30% don't think they need it, and the last 30% will never buy.