That's pretty low. But you can avoid such an extreme click-through crash, if you know how.
You see, your 4 month-old subscribers probably get the same emails as your newest readers. But 4 months in, they're at a different stage in their relationship with your brand. So are readers-turned-customers. So are those who've stopped reading.
So send different versions of your emails (and maybe even entirely different emails!) to subscribers at each stage. Here are four easy ways to send stage-sensitive emails.
Feed the Babies With Follow Ups
New subscribers are excited about your brand. They're anticipating good things. So make sure you have good things waiting: set up a few follow up messages to meet them.
Introduce them to your business and get them used to your emails. You can even set a message schedule to ease them in gently.
For example:
Yolanda wants subscribers to her yoga studio's emails to get familiar with the studio so they'll feel comfortable coming in for classes. So she sets three follow up messages. The first explains the studio's philosophies and type of practice, the second introduces each instructor and the third has photos of the studio, including changing areas and storage spaces.
For Yolanda's readers, signing up for a class is naturally the next step to take.
To send follow ups with AWeber, follow these instructions.
Upsell and Cross-Sell As They Get Older
First, make sure you're tracking who's purchased from you and who's downloaded files you've sent. This helps you keep your offers relevant.
When it's time to send a product offer, exclude the subscribers who have already purchased it (unless it's something they'll need on a recurring basis). Then, follow up on those past purchases with offers for related products or accessories.
For example:
Wright the writer just released version 2 of his e-book on wicker working. may want to announce a new advanced-level supplement to his previously released ebook. He could offer the supplement to people who've already downloaded the original. To everyone else, he could send an offer for his the first book, with a little paragraph at the bottom inviting them to purchase the supplement if they want that, too.
To segment based on downloads in AWeber, follow these instructions, searching by "web page visited" and entering the URL of your download page.
Show Respect for Age With A Survey
The longer a subscriber stays on your list, the more time and interest they've invested in your brand. Show them you appreciate their loyalty and respect their opinion by asking for their feedback.
For example:
Ricky's Restaurant wants to expand its menu. Ricky sends pictures of a few potential new dishes to his long-time readers, asking them to vote on their favorites. He keeps track of the votes, and lets his readers know which dishes won. He even segments by "links clicked" to send a coupon to those who voters!
To send a survey in AWeber, follow these instructions.
Segment By Subscriber Age
Veteran subscribers are probably pretty familiar with your brand and your more basic products. Newbies won't be. So when you send out information or announcements, send two versions. make sure to choose the most appropriate audience - segment who you send to by the date they signed up.
For example:
The Midtow Middle School sends out an announcement about their Christmas pageant. They send two emails: one to long-time parents and another to new parents. The email to new parents contains parking information and directions to the auditorium, while the other parents receive a simpler announcement with a request to help out with refreshments.
To segment by sign up date in AWeber, follow these instructions, searching by "date added" to create your subscriber groups.
Do You Consider Subscriber Lifecycle?
Adjusting your messages for the various stages of the sender-subscriber relationship is a form of lifecycle marketing, where the marketer adjusts their tactics to the recipient's position in the traditional sales cycle.
Do you consider lifecycle in your marketing? Do you think it's necessary?
Share your thoughts in the comments!
Hat Tip To: Inbox Ideas
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