If you pay hundreds, thousands or even tens of thousands of pounds running adverts in print publications—like magazines, newspapers, direct mail—then you may be painfully aware that you only find out if people are interested when they actually respond to the advert and buy your product or service… or who at least phone or email to request more information about it.
But what about all the people who were interested enough to read your advert, and made a note to buy or enquire, but then forgot all about it.
Or worse, what about all the people who saw your advert and were interested in the offer and had the intention to buy from you, but before they did so were instead contacted by one of your competitors… and ended up buying from them instead!
Tonnes of lost opportunity… and the worse thing is you never even knew about it.
Now just imagine what would happen if you automatically got a list of the names and email addresses of everyone who saw the print advert and were interested in your offer… even if they didn’t immediately respond to the advert.
Imagine how that would transform your business.
All you’d have to do is follow up those sales-leads, find out and answer any questions or objections they had… and then take their order.
Well, with email and web marketing you can implement systems that will tell you who not only saw your advert but actually were interested in what you were offering.
Effective web marketing can become a sales-lead generating machine that turns actively interested unknown prospects and potential customers or clients into red hot sales-leads who reveal themselves to you, sometimes without even realizing they have done so.
How to Automatically Track Interested (But Just ‘Not Quite Ready to Buy Yet’)
With effective online advertising it’s possible to automatically get the names and email addresses of everyone who is interested in what’s offered, but have not yet bought or enquired.
Obviously that’s not possible with offline promotions like print advertising and press releases.
If you send a direct mail (post) campaign to five thousand people, you don’t know if anyone actually opened and read your letter until someone buys or enquires.
When you run a print advertisement in a magazine, all you can do is sit and wait for respondents to get in touch. (And I guess maybe even pray a bit too, depending on how much money you spent on the advert!)
However, when you send out thousands of e-mail messages—using a professional email marketing service—you get two ‘indicators’ that tell you someone is interested…
- A flag to say the recipient opened the email you sent them.
- A flag to say the recipient clicked a link in the email you sent them.
However, as I explained in my book about e-mail marketing, the ‘Open’ signal is a tad ‘flimsy’.
It’s not reliable enough to use as a way of accurately identifying people who are interested in what you emailed them about, for a number of reasons which I won’t go into here.
Suffice to say, the second flag — which tells you who clicked the links in your email broadcast—is a much better indicator of potential interest.
Providing you use a good e-mail marketing service, you should be able to get a report of everyone who not only opened the email, but also who was interested enough to actually click the link in your email to go and read more about the offer.
In the print world this would be the equivalent of someone phoning your office saying “Okay, I just received a letter from you about your new service, and although I’m not ready to buy yet, I would like to know more about it.”
In other words, although those clicks are not a formal enquiry, they’re only one step away from an enquiry – and enquiries lead to sales!
All you have to do is follow-up everyone who clicked the link but hasn’t bought yet.
Provided you (or your sales team) are effective at answering your potential customer or client’s questions and overcoming their objections, then you should be able to convert more email subscribers into customers and clients.
A Real World Example
I recently broadcast an email to a group (specific segment) of people on my email subscriber list, announcing that I’m about to take on a limited number of clients who want my personal ongoing help and advice with their Internet Marketing activities.
A lot of people clicked the link in that email, and ended up on a web page that explained more about my Internet Marketing Coaching.
As expected, less than 10% of the people who clicked the link in the email and saw the coaching page actually submitted the form to become a coaching client.
Which meant that more than 90% of the people who clicked the link but did not become coaching clients—and they became the focus of a few more emails to wean out the extra few who did want to become coaching clients. Those extra clients were worth tens of thousands of pounds — but without tracking the links I would never have known who they were.
See how powerful this is?
Here’s how to implement it in your business — and this assumes you already have an email list…
1) Identify a segment of people on your email list who are likely to want your service. (In my case it was companies who have spent money with me in the past.)
2) Send an email to that segment and put a link in the email they can click to get more information—and critically, make the link a TRACKING link so you know who clicks it. (In my email marketing software when they click the link they get TAGGED to say they clicked it.)
3) Then follow up with everyone who clicks the link but doesn’t immediately buy what you’re offering.
Do these three simple steps and you will immediately boost how much business your simple email marketing does for you.
If you’re just getting started with Internet Marketing then this may all sound like rocket science, but I assure you it’s not. It’s pretty simple stuff when you know how to do it of course!
You can even automate the process using professional email marketing software, so that people who click the links in your emails but who don’t buy automatically receive a sequence of follow up emails over the subsequent days and weeks. Powerful stuff.
In a future article I’ll give you four more ways you can ‘tag’ your potential customers and clients, and automatically turn them into sales-leads, (including advanced segmentation tactics that put your sales-lead generation on steroids.)
For today though, make sure you’re signed up for a great e-mail marketing service that can at least tell you specifically who clicked the links in your email broadcasts, so you can then simply follow-up the ‘clickers’ and turn more of them into customers and clients.
Happy Email Marketing!