How many times have you registered for a teleclasses – and the teleclass teacher has continued to email you to register for the teleclass?
How many times have your purchased a product – and the product creator continues to email you to offer you the product?
How many times have you registered for an online program – and the coach/consultant/mentor continues to email you to participate in their program?
I bet it’s happened to you more than once!
These business owners are not being smart with their marketing; you’ve already taken the action they wanted you to take so they don’t need to “sell” to you anymore, right?
On the other hand, smart business owners won’t continue to market to you after you’ve taken the action they wanted you to take. Instead they will move you across into their “do not market” list. And all you need to do is look forward to receiving/participating in whatever it is you signed up for.
In marketing speak this is known as “list segmentation” and is very easy to do with both 1ShoppingCart and Infusionsoft (another reason why I highly recommend you have an all-in-one ecommerce solution).
You know, a few years back I was one of those not very smart business owners, and it took a client to call me out on it. She’d signed up for one of my programs and yet I still continued to market to her. She sent me quite a strong email … I was irritated; I thought it was unnecessary.
But you know what… I got up, walked away, and thought “she’s right”. It really made me think about what I was doing, and how I could be more strategic with my marketing. The only reason I hadn’t done this in the first place was because it would have meant extra work on my part … shame on me!
I learned a very valuable lesson, and from that day forward I always segment my lists very carefully whenever I’m about to do any type of launch.
So, today I want to share with you how I segment my own list using 1SC. And if you’re not a techie pass this along to the person on your team who handles this.
List Segmentation Steps
1. Creating a “Mailing List” autoresponder.
2. Take everyone who is on your list who is eligible to receive your mailings and subscribe them to your Mailing List autoresponder.
3. Filter out everyone who is new to your list within the last 30 days (if someone has recently signed up to my list I don’t want to immediately bombard them with promotions; I prefer that we get to know one another first).
4. Pull up your current registration list for either the product/program/teleclass that you’re currently promoting (if it’s a brand new offering then you won’t need to do this step first time around).
5. Unsubscribe that group of people from your Mailing List autoresponder.
6. In your product/program/teleclass autoresponder check the box to Unsubscribe them from your Mailing List autoresponder when they register. This will keep your Mailing List autoresponder clean and mean that you’re only promoting to people who have not yet taken action.
Ta da! You now have a mailing list to promote your product/program/teleclass to MINUS the current registrations.
And, most importantly, you won’t be upsetting your current registrants by continually asking them to purchase something they’ve already bought.
Then why not go one stage further and make your registrants feel really valued and thrilled to be working with you… create a customized follow-up sequence just for them. You can offer them some extra surprise bonuses or tips while they’re waiting for their program to start.
Once your promotion is over, select those people who are in your product/program/teleclass autoresponder and resubscribe them to your Mailing List autoresponder. This puts them back in for when you’re ready to do your next product/program/launch promotion.
Yes, all of this is extra work but it’s not that difficult to do and, honestly, is it really worth upsetting your clients for the sake of spending a little extra time to take these few additional steps?
Bonus: In Infusionsoft the process is a whole lot easier. Want to know how? Ask me, I’ll be happy to share.
(c) 2012 Tracey Lawton
And if you’re ready to create smart marketing strategies like this one, then you need the Easy Office Organization Home Study System. It’s an easy-to-follow, 28-lesson program for creating the essential office organization and online marketing systems for your solo service business, and includes 18 done-for-you templates, and 7 worksheets. Plus there are tools, scripts, examples, mind maps, checklists, and resources throughout the entire program. Nowhere else will you find it as easy to pull together all the necessary elements, in clear language, and very specific assignments.
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