Here’s how to multiply the results of anything you’re doing in your business…
- Figure out what’s working.
- Do more of it.
Well done Captain Obvious.
Now if only you could figure out what’s working!
Your highest returns with email will be on the last day of a special offer. So run offers regularly!
But how can you gauge the results of all your other emails?
First, I don’t care about unsubscribes.
If you have a bold, contrarian message, people will unsubscribe.
Send a special offer and people unsubscribe.
Send an email that repels poor quality clients and people unsubscribe.
Your best emails will often coincide with your highest unsubscribes.
The only time to care about unsubscribes is if you start seeing your high value clients unsubscribing from your list. That could be a problem.
What about opens and clicks?
These are good numbers to track on a comparison basis.
A higher than average ‘open’ rate may mean a subject line with stronger curiosity.
If your open rates increase over time, you’re doing a good job of building relationships and keeping your list clean.
A good clickthrough rate means your transition and call-to-action built curiosity in your readers.
They were interested in seeing what was on the other side of the click.
But those two stats are just stepping stones on the way to what really matters.
Sales.
Are you tracking the sales generated from each of your emails?
Most will sadly answer, “No.”
Sure, they might see sales went up on Friday. So, Friday’s email must have been a good one. Or perhaps subscribers were opening Thursday’s email again and ordered from that one. You might be surprised how many times some subscribers open one of your emails.
Knowing which email generated sales enables you to figure out what’s working…and do more of it.
You look through your stats and see an email that brings in a high number of sales.
It’s not the last day of a special offer.
What’s different about it?
Did you handle a problem or objection that resonated with your audience?
Did you share a case study that built hope or reduced fear?
Was the email especially entertaining?
Did you use a specific promise in your transition and call-to-action?
Seeing the numbers helps you to make good decisions in the future.
I encourage you to use the sales tracking features in whatever email software you’re using.
Most tools offer some type of tracking, but it usually requires a little extra set-up or coding.
That’s why many don’t implement it.
Birdsend is one of the email tools I recommend. It’s one of the lowest cost options available…and is made for content creators like us.
They allow you to track sales from individual emails…and track the lifetime value of each subscriber.
You can find out more about their “Email Earnings Tracker” here…
And there is also a link to try out their service for free there as well…
