It is my belief that approximately 60% to 80% of your first-time sales should occur within the 1st 20 days.
You shouldn’t have to wait if you have an entry-level training. If all you sell is high-end consulting, yeah, that may take 3 to 6 months. You may need an incubation period. But if you have an entry level training program, 60%, 70%, 80% of your first-time sales should be occurring within the 1st 20 days.
It is a fallacy to believe that you have to have a 500-day email campaign just to capture all the sales. Instead, if you’ll use this email optimization process, you will find that your sales will go up over time.
The next question that sometimes comes up here is “Okay, well, how do I do it?”
There’s a few different ways that you can do it.
I’m going to tell you what they are – I’m going to give you the basics of how you do them. But, if you want to become a master at any one of these, you’re going to have to dig into it at a deeper level.
I’m going to start with the simplest method first, because it will illustrate to you exactly what we’re doing. Then I’m going to show you how you can do it with a more advanced method that will do it automatically.
So the simplest way to do it (note I didn’t say the easiest) is every time somebody buys from you, go look and see what day they’re in on your email campaign. Are they on day 8? Great, mark them down as having made the sale on day 8. If they’re on day 6, mark them in as having made the sale on day 6. If they’re on day 19, mark them in on day 19.
Now, is this foolproof? No.
They might have bought from email 15, but they bought on day 19. There’s going to be some skewedness on this. It’s not going to be perfect, but it’s the quick and dirty. And, it will help. Over time as you get more scientific about this, then you’ll find out exactly where they’re at. But I wanted to give you something really simple. Really easy.
If you’re using a professional auto-responder company, you can track. Most of the professional auto-responder companies include a tracking element. This allows you to put something in place to do tracking. Different companies call it different things, and they have tutorials, videos, etc., to walk you through it.
Your auto-responder company should be able to tell you if someone buys product A, which email did they buy it from?
It will not come out of the box that way. It may come out of the box, but you will still have to set something up to make this happen. You’ll have to set up tracking in your auto-responder company to do it. And, at the end of the month, you’ll be able to look. You’ll be able to say 9 people bought on day 1, 9 people bought on day 2, 6 people bought on day 3, 5 people bought on day 4.
Now, combine this with the number of clicks during the 30 days. What’s the number of clicks on email 1? If you had 30 clicks on email 1, and 9 people bought, your conversion rate is 30% of clicks on day 1. You maybe be saying, whoa, whoa Sean. I thought the conversion rate was 4%? It is! It is for all clicks. But for people who read the day 1 email, and clicked through, that day it’s 30%. What does that tell you about all the other clicks? They’re all LESS than 4%.
Because they have to balance. We talked about this rule. 50% of all actions are at or above average, 50% of all actions are at or below average. That means if day 1 is converting at 30%, there’s some days that are converting at less than that.
I want you to imagine that day 5 comes around, and you get 25 clicks and 0 sales. What does that tell you? You had a 0% conversion on day 5. What does that tell you about that email? That email is not converting to sales. What happens if you were to get rid of that email (even if it’s a high click email)?
Remember the first iteration that we talked about. We’ll have several stages of iterations. The first iteration that we talked about was just improving clicks. And I taught it to you first for conceptual reasons. Now I want you to imagine that you combine that with conversion rate testing every single day. You see, your sales page might convert at 4% on average. But it’s probably never converting at 4%. It’s converting at 10% sometimes. It’s converting at 6% sometimes. It’s converting at 1% sometimes.
What you want to do is you want to now optimize your email campaign for conversion rate.