Good Peanut Butter and Jelly to you!
Yesterday, somebody challenged the 30% minimum sales conversion rate I quoted in one of my emails.
The exact phrase I used was:
“A mailing list should convert no less than 30%, or it aint a subscriber list!”
According to this guy, most people don’t even see a 30% OPEN rate, let alone a sales rate. So how do I justify this strange figure?
Is it because we use double optin leads?
There’s plenty to be said for confirmed optins, but I generally don’t do it with paid traffic.
Is it because we use very targeted keywords?
No. And this is actually a pet-peeve of mine; “targeting keywords” wtf is that? It’s stupid. Yah, we target PEOPLE likely to be interested in our offers…but targeting keywords the way most people do it just limits their traffic volume unnecessarily.
All the same, we get as high as 45% conversion from OUR mailing list!
What’s our open rate like?
CRAP. It sucks. It would DEPRESS you.
But it doesn’t bother us.
Email marketing is only effective in FOCUS.
Every email gets a NEW set of people to open it, different from the set who open the previous email. While there is overlap…
Each topic of email interests a different set of people.
So rather than increase our INDIVIDUAL email open rate; i.e., the number of people who open the SINGLE email promo we send…
…we increase the number of emails that make the same offer.
The overall effect is a higher overall visibility of our offer–and this gets more sales.
There’s a downside which if you aren’t careful of, will actually REDUCE your sales and destroy your mailing list permanently.
And no, I’m not telling you about it here. 🙂
This is something we explain only to our clients in the “Advertising Manual” which accompanies a DFYT consultation. You can get your own customized Advertising Manual through this link: http://jimyaghi.com/traffic