A campaign has to work. It must do what we want it to do. What do we want a campaign to do? We want a campaign to do primarily two things:
A: Build Relationship
The first thing we want it to do is build relationship. If we build relationship, we’ll make sales, we’ll make sales in the first two week, and also 3 months, 6 months, 9 months in the year.
In Chapter 8 I talked about this idea of converting as quickly as possible; we want to make our money back and have an ROI within the first 2 weeks, not 3 months or 6 months.
That’s not to say we won’t want people to invest at those points in time, I personally find that I generate anywhere from 5 to 15 times as much revenue in long run as I generate the first two weeks. If I generate $10 per subscriber in the first two weeks, I’m probably going to generate somewhere between 50 to 100 subscribers in the long run. When I say long run, I may mean two to three years. For a lot of people, a long run may mean 3 to 6 months. For me, once somebody gets involved, they get really involved. Usually a measure of getting really involved means they make some kind of purchase. If someone gets on my list and never buys anything I’d probably take them off of the list at some point as they’re not a good fit. Obviously that flies in the face in the idea that they might hang out on the list and eventually buy, but what we find is in the very long run, say the non-buyer that hasn’t bought for 6 months and you’re only emailing a few times per month, they’re probably getting overwhelmed with emails. If you take them off of the list then they get back on a year from now, many times they’ll buy within the first week or two of getting back on to your list.
Without scientifically testing this, I believe that unless you’re in a position to where you’re not mailing that much, or you’re generally excluding people who have been on your list for 6 months without making a purchase, my opinion is that they should not be on the list.