How to Position Multiple Launches in Your Email Campaign

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How to Position Multiple Launches in Your Email Campaign

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So what have we done now?

• With our first launch some people trusted us enough to buy and we made two sales.

• Ten days later we do another launch and two more people trust us enough to buy, so we make two more sales.



Now we have 96 on our list who did not buy. What do you think we're going to do in ten more days? If we have a third product, then we're going to put our third product in there.



What do we do if we don't have a 3rd product? Could we go and resell the first one?

• Yes, we could. Would the conversion rates be as good? No.

• Will there be some issues with people receiving the same emails they received before? Yes.



Although there's a place for running the same campaign repeatedly over time, you probably wouldn't want to run it 20 days later. Just to throw a piece of advice out there.



But, now you're beginning to get an idea of how this works.



You're going to do:

• Credibility

• Knowledge

• Engagement

• Interaction

• Then a launch



Who buys? The people who trust you're the ones that buy. The ones that don't go through another credibility, content, engagement, piece. After this, some of them trust you more and they'll buy.



The ones that don't go will go through another process and some of them will step up to the plate; now they'll trust you and they'll buy. This could go on for a year.



Some people may stay on your list a year before they buy. But, I want to say one thing about that: I think that statement becomes a little misleading, even deceptive.



If someone stays on my list long enough, sometimes they'll buy in the long run.

• You don't necessarily want to get rid of someone on your list if they're clicking and reading



Keep them if they're active



If you don't care too much about open rates, and you're not worried with your autoresponder service and your deliverability, then you may never take anybody off your list. People may stay on your list for a really long time and some people buy.


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It's really easy for us to say: “Because some people buy, let's make all of our marketing targeted to the people that buy.”



Instead, what you do is have all of your marketing upfront and when people are ready to buy, they do. Keep those active subscribers.



Balancing Trust Building with Customer Need



When people first join your list, they're at the biggest point of need. Their need is at its biggest point. Their need goes down from this point - lower every day that they're on your list. Now their desire for their need probably goes down, but their trust level for you goes up.



Now at some point, there's an intersection. If we were to graph this out we would have a downward sloping curve for need (and perceived need) and we would have an upward sloping curve for trust.



When both of these meet, that's when they'll buy. You'll have more people that have more need early on in your campaign.



If you look at this mathematically, it would be the shaded area. If you were to have a downward sloping “need curve” and an upward sloping “trust curve,” then you shade the far area to the left and that would be the greater possibility that people might buy from you.



We can look at this from a few different perspectives.



I hope I have given you enough to realize that people need you the most early in your campaign. If you wait 9 months to present something to them, because you want their trust to be the highest, most of them don't have the need anymore.



So what you want to do is focus on making sales early on and maximize the amount of people that trust you. Then as people begin to trust you more in the future, you can re-run old campaigns.


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