Strike is a little bit of a harsh word for the concept I describe here but I think the phrase, “strike them while the iron is hot” applies most definitely. The word is not overly “authentic” – but the topic is extremely authentic and important in developing an amazing “first-impression” with your newly added leads.
The concept is this: Too many marketers (and I mean WAY too many marketers) don’t bother with the immediate follow up when a new lead joins their list. In so many ways and on so many levels they just miss the boat completely. How do I know? I see it way too often.
I subscribe to hundreds (yes, hundreds) of email lists. Only about 10% I open and read regularly. Why? Most likely those are the ones where I was immediately identified and treated not as a number – but as a brand new person as part of their community. I was treated extraordinarily well vs. any other “list” I was part of. In essence, the marketer (list owner) responded to me immediately while I “just opted in” at a time when I was most interested, engaged, curious and motivated to respond to their emails and offers. Needless to say, I was HOT!
Basically – they spoke to me while I was hot. Hot meaning – just after opt in.
So, I’ll help you out. Here are some of the biggest no-nos when it comes to responding to new leads to your list. If you’re doing any (or worse, all) of these – you’re missing MASSIVE opportunities in build a long-term relationship with your prospect so they’re likely to buy from you or work with you.
- Not emailing immediately when they opt-in. And I mean the SECOND they opt-in. Not next day or worse – NO acknowledgement at all. A cookie-cutter double opt-in request from your email marketing system doesn’t count
- Not thanking them for joining. You can’t email them immediately about whatever it is about YOU. It has to be about them and genuinely thanking them first and foremost goes a long way
- Not giving them the IFO. If you offer an ethical bribe like a free report or audio MP3 – give it to them immediately and make it easy for them. Don’t wait until the next day or have them click multiple links to get what they actually wanted in the first place
- Not emailing them the day after. And, I don’t mean just emailing them your regular stuff (i.e. ezine) like anyone else on your list. They are different. Yes, they are special. They just joined – acknowledge that in a next day follow up and engage them that way
It’s like dating: the act of someone joining your list is like they give you a kiss on the cheek after a first date. They’re interested. They’re thinking, “We’re dating now. Show me what you’ve got and I’ll think about giving more.”
You want to treat them differently than anyone else and they’ll respond. Better yet, remind them why they were originally interested and SHOW them what you can do for them and they’ll respond. Better yet, make them feel special and talk to them! ‘Talk to them’ actually means email them! Too many marketers are afraid of emailing newly added leads in fear of they will opt-out. Wrong! If you email them using the ideas I mention above they will respond and respect you even more. Again, strike them while the iron is hot.
What happens if you DON’T do this?
The worse happens. Which brings me back to the 90% of email lists I belong to… Your emails are auto-achived, rules and folders are created – and your emails go into a folder that people will get around to reading… LATER. And, later means NEVER! This is otherwise known as the “black hole” of email where you DON’T want to end up. So, treat your new leads well while they’re hot and you’ll ensure more email opens, more engagement and higher conversion in sales in the future.
Until Next Time… Learn It, Love It, Live It!