Marketing can be a challenging feat.
Cost per lead acquisition is rising, competition is increasing, and people are researching your company before they even contact you.
So why make it harder on yourself?
Here are 3 ways you can completely sabotage your email lead generation/sales campaign…
1) You don’t offer a fair “trade” when asking for someone’s email address to provide them access to your free report or other valuable item.
Your free offer needs to deliver the perception of overwhelming value. Many people make the mistake of thinking “If my offer is free, anyone will want it…”.
Nothing could be further from the truth. In fact, the old adage “nothing in life is free” rings true in many of the people you are marketing to, so you really do have to sell your free offer in order to maximize the number of email subscribers you add to your marketing list.
You also have to have a respectable offer to make to potential subscribers, such as bolstering the quality of your free reports, audio courses, or whatever else you offer in exchange for their email addresses.
So make a first class first impression on your email subscribers, and your results will show for it.
2) You don’t even begin to build a relationship with the person who risked trading their email address for your free offer.
Once a person has made the decision to add themselves to your subscriber list, you need to make a first class impression through your email messages in order to even begin the process of selling your products or services to them.
You accomplish this by following up your first class free offer with email messages that bolster the value perceived by the people who choose to subscribe. Offer additional tips, bonus items, even a first “insider” look at a product or service you offer so people can “taste” what you’re offering them directly (and for free).
Your first few emails shouldn’t directly “hard sell” or pitch your audience, instead, they need to focus on building the relationship, so that people will trust and read future messages you send them. The more you focus on building a relationship at first, the more sales you’ll make when you offer your products and services to them.
3) Your email messages aren’t congruent with where you want to “take” a person in your marketing campaign.
This is actually a very common way to sabotage your email marketing process, and many credit business owners make this mistake.
When someone comes to your website (sometimes a squeeze page) to view your free offer in exchange for their email address, they read your offer, and make a decision to fill in your opt-in form and take advantage of your free offer.
But where do they go next? The mistake made by many credit business owners is they don’t tell the visitor, who just trusted the credit business owner with their email address, where or what is going to happen next. Instead, the credit business owner leaves it to the website visitor to “figure it out.”
In most cases, the basic process goes like this:
→Visitor fills out form on website. They need to then be directed to a page that tells them to confirm their intention to add themselves to your email list by clicking a link in their inbox.
→Visitor needs to click a confirmation link in their email inbox to “double opt-in.”
(most email service providers, like Aweber for example, force you to offer double opt-in because of CAN-SPAM regulations)
→Visitor, upon clicking the confirmation link, then gets redirected to a website page containing any information or download links for the free offer you prepared for them.
→Visitor downloads/takes advantage of free offer, and the website page they are on instructs them more email messages are on the way and when.
If you leave it to anyone to “figure this out”, you will lose both attention to your offers, and even worse, subscribers who click the unsubscribe link in your email messages.
Neither of these is a desired result for your marketing campaign online.
So be sure your marketing messages maintain the “mental flow” of where a person is coming from (an email or web page), then communicate what they are about to see (what offer they are going to read)…then connect that with “where they came from” (what message they were reading) and “what info/offer they are now seeing” on your destination page or email.
A quick example of good and bad message congruency…
GOOD EXAMPLE: If your email says “get 20% off” → The page they land on should say “email subscribers click here to get 20% off” somewhere in the copy in a prominent position.
BAD EXAMPLE: If your email says “get 20% off” → But the page they land on is a blog, and your offer is hidden on a page or in the sidebar on that blog…the visitor will most likely not respond.
That mental connection, or congruency, is crucial to the success of your email marketing overall.
Obviously, there are other mistakes that can be made, but if you avoid these 3 errors, you have a standing chance to build relationships with your subscribers and effectively market for new leads or purchases with email…instead of sabotaging your chances altogether.