When someone signs up on your email list, do you have a goal for that prospect? I find most business owners don’t. They are just worried about getting more and more and more and more email subscribers. But they’ve never stopped to think why.
Remember, the email list is a tool to make you money. That’s why it was invented. Not to give away free information or to “connect.” It’s there to bring in income.
For a retail business the goal might be to get the prospect into your store.
For a chiropractor the goal might be to have an evaluation.
For an information marketer the goal might be to sell a low-cost coaching program.
For a service business the goal might be to have a phone conversation.
It really doesn’t matter what your goal is, but everything you do initially should be focused on that goal. Translation – your initial series of auto-responders should build up to the specific action you want your prospect to take. buy a product – come in to the store – make a phone call.
Map out the mental steps they need to take to get from your opt-in to the desired action. This could be very different for different goals/industries. An auto-responder for a $7 product could look very different than one for a $7,000 product.
I say could because it depends on your prospect. Selling a $7 cup of coffee to a down-on-her-luck single Mom may require more steps than selling a $7,000 part to Commonwealth Edison.
Be intentional about your email goal and good things will happen.
