I’m going to show you my system for optimizing an email campaign for sales.
Typically when we talk about optimizing sales, we are talking about optimizing a sales page. We talked about this idea that we are going to start with a page that converts at 3% and we are going to optimize it. We are going to do a split test of the headline. We are going to do a split test of the offer. We are going to do a split test of the prices. We are going to do a split test of these different pieces. We are going to increase conversions. That is an effective way to increase conversion rates.
I want to give you an alternative method. In fact, alternative might not be the right words. Perhaps an additional method. Something you can do besides optimize on page.
What this will do is optimize the conversion rate of your entire email campaign.
Let me explain: I want you to imagine that you have 100 subscribers.
Hopefully, you are generating 1000 subscribers or 5000 subscribers per month. Let’s say we work with a subset of 100 people. 100 people enter your campaign.
Now, there are a few different ways that we can look at your business. We can see the conversion rate of your sales page. And let’s say it’s 4%. And maybe 50 of your subscribers will see it at some point. And 4% buy, so they make 2 sales.
Now it’s easy for us to look at this and say “That’s a 4% conversion rate.”
You’re right, it’s 4% for people who actually see it.
But if you think about it, that’s only a 2% subscriber conversion rate.
In a theoretical world, we could spend a lot of time increasing things from 4% to 8%. But if we keep getting the same 50 people on that website, we’ll just double the sales. Instead of 2 people buying, we would have 4 people buying. It has gone from 4% to 8%.
Imagine if we did something else.
Imagine if instead of getting 50 views from the same 100 subscribers, we could get 100 views.
What if we could find a way to get double our subscribers to see it?
What would happen to our sales then?
Now they would double, not based on improving the conversion rate on our sales page, but rather double based on the fact that twice as many people are viewing the page. Now we have 100 subscribers, 100 people see the sales page at 4%, so now we get 4 sales out of 100 without doing anything on the sales page.
Now obviously, if we increase the sales page to 8% and we get 100 people to see the sales page, what happens? Well now we are going to get 8 sales.
In both scenarios, we initially increased sales from 2% of subscribers to 4% of subscribers. But when we combine them we quadruple sales from 2% of subscribers to 8% of converting subscribers.