YOU NEED AN EMAIL CAMPAIGN

You can learn so much by watching what the “big guys” do. The big guys in social networking generally work with an auto-responder system to manage their huge data bases of email addresses. The way it works is they put up numerous “capture” sites that ask the viewer to register. Registering is name and email address- sometimes phone info or other basics, but their gold is lots of email addresses.

If you register at a really professional site set up like that, the moment you click “send” your email is routed to a service they subscribe to. Your email address is stored and immediately an email is sent back to you with a message like… 

“Thanks for subscribing. Here’s what you can expect…” or

“Congratulations, here’s the information you asked for…” or

“Welcome. Here’s your password…”

Now they don’t stop there. Anyone who has studied marketing will tell you that it may take 5-7 viewings of an offer before a potential customer decided to take action. When a local retailer decides to run a “sale” they develop an advertising campaign to get people interested. If they choose radio they’ll need to run tons of spots so the average listener hears the spot numerous times. If it’s print, the same thing holds true. You’ll see an ad days or even weeks before the event. As the day draws near you’ll see their ads more often and maybe even larger ads. Multiple exposures of the target audience are critical to a marketing campaign’s success.

Using that same principle, the professional Network Marketer develops an email campaign. The first email is the welcome- get to know them kind of email. That’s the email you get within moments of registering. Generally the next will come a day or two later and it will include something of value and an offer. The something of value might be free information that would benefit most folks who are the type to register. It might be some kind of bonus gift or discount. But if the campaign is to be effective, there must be something of value to the viewer, and it must be offered free.

Then there’s the offer. The offer might be “join my group and you’ll get this” or “buy this program and you’ll save that” but there has to be an offer. The objective of the email is to create a relationship based on trust and value that will eventually turn into product sold or a new recruit.

The third email should come a couple days later. Again there should be something of value- something different from before. And there has to be another offer. It should be almost the same as the first- but with a slightly different twist. If the offer was a program, maybe this time it would be the same program, but a special gift will go with it. Sweetening the offer is an enticement for the viewer to take action.

There should be another email a couple days hence. So looking at the big picture, the viewer gets 3 or 4 contacts with something of value and an offer within the first week of registering. Now if this pace were to continue it’s likely that the viewer would unsubscribe. So after the first week the pace lightens to maybe once a week for the next two weeks, and then once every two weeks or every month. Every one of your emails to them must have something of value and an offer.

You may not have zillions of emails to track, but if you present to people who do not join your opportunity, you should make every effort to get their email address. Then you need to set up an email campaign just like the big boys. Just do it manually. You’ll need to take the time to write as many emails as you feel you can manage manually that you can save as WORD documents that you can copy and paste into the emails you send, or drafts that you can forward without losing what you’ve saved.

Your something of value can be information. If your company deals with technology products, give information about technology- not just a sales pitch though. Give them information that likely will help them. It could be 5 tips for using Outlook Express, for example. Maybe tell them about another free application for their phone. If it’s a nutrition company, give them health tips. Give them something of value.

The offer can be to join your business this month and get something special for free- maybe it’s training one time, marketing materials another- but spice up and mildly adjust your offers. After all, if it’s the exact same thing  every time- they’ll just tune you out.

If you want to be one of the big guys, and you aren’t there yet- do what the big guys do- even if you have to scale it way back. The principles are still exactly the same.