Do you use trackable links in your email?
And I don’t mean the kind of links that are automatically put in by your autoresponder company.
Yes, they’re tracking links. But they will only track the basic information such as number of clicks.
The exception is if you’re using a CRM such as InfusionSoft which allows you to “tag” contacts when they click a link so you know the exact action that they’ve taken.
In digital marketing data is the key.
And if you don’t know what your lists are doing then you’re leaving money on the sidewalk.
How many lists do you currently have in your auto-responder? Five? Ten? Twenty?
The reason for creating multiple lists is to segment your readers when they show interest in different things.
For example you may have one list for your free course on product creation. You may have a list for customers who’ve bought your WordPress plugin, and yet another for people who’ve wanted to get your blog updates and submitted their details through the form on your website.
All these lists have people on who’ve shown interest in different areas of your market. They’re segments.
Of course, some of people will be on two or more of your lists. That’s fine, it just shows that they’re interested in multiple areas.
But when you send an email out to a product and you send it to all your lists do you know which it works best for?
If you’re not using tracking links then you won’t. And if you don’t then you can’t tailor the offers you send to that mailing list to ones that you know they’ll be interested in!
Install some tracking software, such as CPV Lab, and you will suddenly find new insights into your readers that you never knew.
I recommend tracking each of the following three things to begin:
- Every link in your email marked by position, e.g. top link, PS link, middle link
- The list name
- The email number in the promotional series
When do you first tracked promotion then write an email tailored to the audience in your biggest list.
Then take this email copy and adjust it to make it more relevant to each of your other lists.
Yes, this means rewriting the same email multiple times, but I assure you it will be worth it.
If you can, wait until you have a few hundred clicks to multiple products before making any decisions. Then go into your analytics for your tracking software and check each list for the following:
- Which product has produced the best conversion rate for each list. Make a note of the sub-niche it is relevant to and make notes on how the sales page is written.
- Which link position in the emails for each list has created the most conversions. If you are tracking how many links in an email as well then you can also note the overall best number of links to put in an email to each list. Consider bolding or increasing the font size slightly for the link position that converts the best.
- Whether single emails or promotional series work better for each list. If promotional email series works better then which email numbers produce the best and worst conversion rates. Consider removing the links in the worst converting emails and just provide content only, this will often increase the conversion rate in the other emails.
So, if you’re not already do this then go and investigate the different tracking pieces of tracking software that are available. Some are free and some are paid.
Install and get familiar with the software and start to implement tracking in your emails as above. I guarantee that within four weeks you will be seeing higher conversion rates and know exactly which products you should be promoting to each of your mailing lists.
What do you think?