Every expert I follow stresses the importance of maintaining and growing an email list to support business. The question is how to best use the list. In this Social Media Marketing World presentation, Jason Van Orden provided some interesting advice that has helped him generate $6 million.
Email Metrics to Follow
Van Orden began his presentation by noting that he now writes an email to his list every single day. By increasing his email traffic, he learned an important lesson – stop focusing on the unsubscribe metric.
By increasing his email send rate from one message per week to two messages per week, he did double the unsubscribes but tripled earnings. He was able to shape his list into one that had individuals who wanted to hear what he had to say.
Instead of focusing on unsubscribes focus on measuring sales and earnings per lead.
Make Your Messages Count
Van Orden stressed that you must know what you are saying, to whom you are saying it, and why what you are saying matters.
You need to get their attention, keep their attention, and earn their trust. Therefore, the message must resonant and be relevant to your customer.
Van Orden explained that the conversation must occur across the customer awareness spectrum. According to Van Orden, this customer awareness spectrum has four elements:
Pain Point –> Problem Aware –> Solution Aware –> You
Emails to Write
To help potential customers move through the customer awareness spectrum, you need to be providing content and writing email messages. Here are some of the messages you need to be creating
3 Whys
- Why doing what you are doing matters to you.
- Why doing what you are doing matters to them.
- Why doing what you are doing matters to the world.
What myths or misconceptions do you need to clear up so they will buy?
What questions do they need to ask but don’t know to ask?
What are you asking them to believe? How can you simplify that belief?
What is the cost of doing nothing or the status quo? Can you quantify this cost?
What are the perceived risks?
What are the costs? Opportunity costs? Change in the use of time costs?
How much time does it take?
He recommends emailing your list and letting them know what you are doing. Be transparent.
Jason van Orden gave a highly informative presentation showing out to better engage customers using email and funnels. Your messaging should be helping your customer work down the customer awareness spectrum. There are definitely things I will be working on based on this presentation.
