22/08/2022
Are you sick and tired of sending emails that very few of your subscribers open?
You may even be thinking about giving up on your list because it’s giving you so much stress and hassle.
Perhaps you’ve:
- bought courses
- read books
- watched videos
- attended webinars
- joined forums and mastermind groups…
…and still you open rate is rock bottom.
Although there are many possible reasons for this, one, a very common one, could be your niche – that it’s too broad.
Building a list based upon broad keywords results in the interests of your subscribers also being broad. It is nigh on impossible to effectively target the small proportion of your subscribers who have that burning desire for the information you provide, without losing the interest of the remainder – the greater proportion of the list.
You’ll find that those with only a passing or no interest in your narrower niche quickly stop opening your emails, consigning them to their junk or trash folders, or, worse still, unsubscribing from your list. The cost of obtaining those subscribers is a total waste and, often, completely erodes any profit made from the few subscribers who do buy from you!
The problem is compounded because, with a broad list you may send content that has a broad interest but in which those subscribers who do have a burning desire for your offer are only mildly interest, so they too stop opening your emails or unsubscribe!
The problem is exacerbated, because so much of the list building training that you may have received teaches that you should build a broadly targeted list.
Somewhat cynically, there may be an underlying reason for that.
Do you think it is just possible that the promoters and providers of that training could have an ulterior motive – to get – and keep – your money?
If they advocate targeting a narrow niche, you will not attract as many subscribers. There are just not as many in the niche.
You know that a narrowly targeted niche is likely to be far more responsive, therefore profitable, as you can target your ads and email content precisely at their problem and its solution. Traffic generally costs less in a narrow niche and the conversion rates – the proportion of traffic signing up to your list and the proportion of your subscribers who say "yes" when you promote – will be far, far greater. S much so that you should even make a profit!
However, at the beginning, progress may be slow.
That could colour your judgement of the training you receive, much of which comes with a so called “cast iron , no quibble money back guarantee”, so you may claim a refund.
That’s not what the providers and promoters of the training want, of course. Their priority is to get you through the guarantee period before you begin to have doubts.
So, what do they do?
They teach you to target a broad niche.
You get more traffic, more quickly, but at a higher cost.
Although, in percentage terms, the sign up rate may not be as great as would be the case with a narrowly targeted niche, you see the number of subscribers steadily increasing.
It’s not until the guarantee period has expired that you realise that the conversion rates are not even covering your ad spend, let alone going anywhere close to generating the income you'd been ;ed to believe!
By then, there’s no chance of getting your money back.
Again cynically, an upsell may then be presented to you, with the explanation that, although the original training was sound in itself, this additional training or product should swing the balance in your favour – so you part with yet more of your hard-earned cash, possibly for the same thing to happen again… and again… and again…
Now, I’m not going to say that you should discard your existing list that has, in all probability, cost you dearly to build.
What I do suggest is that you segment your list, so that you can send precisely targeted emails to each segment. You should then massively improve the open rate when you send emails and, consequently, the conversion rate when you promote.
How do you go about segmenting your list?
It’s quite simple really – you ask your subscribers.
There’s a little work for you to do.
You have to drill down into the broad niche and list the narrower targeted keywords that are used within it. Then, send those keywords to your list and ask them to signify the level of their interest in each. You can use a site like Survey Monkey or create your own survey with Google Forms, to do that.
Segment your list based on the responses and target the content you send directly at the keywords for each list – and that’s it.
You should find that the open and conversion rates of your list quickly escalate, you recover the cost of building the list, you can reinvest to add more subscribers, you have very few unsubscribes and – you make a PROFIT!
OK?
I very much hope this has been of interest to you.
If so, be sure to stay tuned for the next instalment, when I look forward to speaking to you again.
[op3_menu_render menu_id='2' uuid='h83RRnZq' page_id='7' background='0' page_timestamp='1661164269'][/op3_menu_render][op3_menu_render menu_id='4' uuid='qYXRtjW7' page_id='7' background='0' page_timestamp='1661164269'][/op3_menu_render]LET ME DO ALL THE WORK TO TURN YOUR EMAIL LIST INTO A GOLDMINE O...
