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12:16 am
August 10, 2018
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QuoteSo from what I understand, part of people wanting to buy is building the relationship with them through the blog posts.
And we achieve that at scale by using blog posts. People listen to our free music, and want to know a bit more about us.
My Funnel has the following:
Delivery: Open rate: 80% click rate: 69.2% Subject: NAME, here's your music!
Blog 1: Open rate: 40.7% click rate: 11.5% Subject: NAME This involves you
Blog 2: Open rate: 27.8% click rate: 6.2% Subject: Making a record with a heavy metal legend...
Sales 1: Open rate: 27.5% click rate: 7.5% Subject: NAME - Thank You!
Sales 2: Open rate: 10.5% click rate: 0% Subject: [Time is running out] - 20% discount!!
Sales 3: Open rate: 25% click rate: 1.5% Subject: NAME - Final Notice
I have 120 people through the funnel (and currently inside it) so far.
Overall, I've had 9 sales from 360 email subscribers (2.5% conversion rate) and could do with boosting that number a little bit 🙂
That makes £124.50 revenue for roughly £300 in ad spend.
Question: What is the most important number in my email sequence to focus on boosting first?
thanks!
9:22 am
June 7, 2011
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Hey Sam,
You can't really calculate the conversion rate based on how many people have signed up, but rather how many people have completed the funnel (including any unsubscribes). It looks more like your conversion rate is 7.5% seeing as only 120 people have finished the funnel. And that would be a great conversion rate. I would be calculating based on those numbers and just monitor to make sure it holds up. Not knowing your unsubscribe rate, it looks more like you are profiting to me.
In terms of the most important number, the drop is bigger than ideal on email 2 and 3. That could indicate that there is something in the way the very first email is presented that could be improved. Or it could mean that your targeting is such that only about half of the people signing up are connecting with the music, but that those that are connecting are really connecting. If that's the case it could be tricky to get around.
The click rates on the last two emails are also oddly low. It may just be that not enough people have gone through the funnel yet on those.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
6:12 am
August 10, 2018
OfflineGotcha. You're completely right on that.
With the stats, that makes 120 people through the funnel, but, I'm not sure how many of those bought. Those sales are from since I started MMM.
Thanks for the guidance with those numbers. I figured out how to split test email funnels last week and will play around with the headlines and boosting those open rates.
12:29 pm
June 7, 2011
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Sounds awesome Sam. Keep us posted on your numbers. I love hearing split test results.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
9:52 pm
August 10, 2018
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Testing is going well. I replaced Blog 2 email with:
"I got fired from the band :(" and open rate is now 50% (previous 27%), click rate 10% (previous 6%) - nearly double the previous metrics for that email. This email has the blog post in the email, with a link to the sales page for the record.
I also shortened the time delay, from 3 days after blog 1, to 2 days after blog one.
Stats with 20 sends.
Still testing headlines and emails in the other email sequence I'm running.
EDIT: Click rate on this blog email is now 20%
1:40 pm
June 7, 2011
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That's awesome. Good stuff. Over the last few months I have shorted the interval on the second blog post email to 2 days (from 3) as well. It seems to work better. Going from 6% CTR to 20% CTR is huge!
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
9:23 pm
August 10, 2018
OfflineYeah I remember reading somewhere you had shortened the sequence timings with good results.
Next, I need to boost the open and click rates on those three sales emails.
Any ideas on boosting the numbers in those three sales emails? I'm using the stock emails you suggest in MMM. I'm thinking the "thank you for all the comments" is a bit cheesy... because those blog posts have no comments lol.
I was thinking of doing a basic rewrite for congruency.
With regards to the offer, I was wondering if "20% off" is that much of an incentive. Would something like "Two albums for £14" be more powerful?
9:22 pm
June 7, 2011
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Hey Sam,
In general my feeling has always been that if you can get engagement up on the blog posts than clicks on the LTO emails will also come. But I think as a metal artist, you should be writing in a tone, and creating offers that align with your audience. So sticking with my broader "thank you style" offer may not be write for you. I think creating that consistent and "on-brand" voice is really important. So I would probably start there.
I don't think it matters all that much how good the discount actually is, so long as the percentage sounds hefty enough. At the end of the day it's just about giving them a reason to buy now. However, the heftier the discount, the better. And something like two for the price of one, may very well convert better. A few extra unreleased tracks, in place of any discount, also does pretty well. But I think it's important to keep the price low and easy, and not much more than what we expect to pay for a normal album.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
11:41 pm
August 10, 2018
OfflineHey John,
that's cool, thanks. I think my new blog post that I wrote is hitting the brand right square in the stomach, open rate of 50-55% and click rate of 20% is telling me that is right.
Price wise, my MP3 download is £10 (£8 with the 20% off) and £18+shipping for a signed CD; so I think the price is ok.
My only concern with the price, is that I have a 9 track album, and I give away two of the songs for the opt in. Could this lead people to feel like they are pay for only 7 songs (the ones they don't have), and a 'high' price for just 7 songs?
I don't have unreleased tracks, but, I do have alternative studio versions of several songs, with completely different lyrics and vocal lines.
I also have a baroque album, with my audience reacting positively to videos I've posted on FB, so I could offer that in either a 2-4-1 deal, or a discount for buying both.
So my questions come to:
1. Is the price, given what I give away, ok?
2. Would the alternative versions make a good buying incentive?
3. Should I offer the baroque album as a download bonus, or a good price for both albums, or only focus on making the metal album sell?
Depending on the offer, as a sales sequence, I was thinking:
Sales email 1: Give another download (they don't expect this). Either a baroque download or an alternative studio version
Sales email 2: Story and an offer: Make an offer to get the rest of the alternative versions or to get the rest of the baroque album
Sales email 3: Story and repeat the offer
8:50 am
June 7, 2011
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As contradictory as this might sound, I don't think the fact that the free songs you gave initially are on the album is a huge deal. I may be wrong, but fans still understand the concept of an album, and I don't think the fact that they have a song or two will deter many people. But again, I could be wrong.
I think any of your incentivisation ideas could also work, but my preference would be on similar music rather than dipping into the baroque stuff in the initial offer.
I'm not completely following what you mean by the sales sequence? Do you mean the LTO emails? I tend not to go into long stories in those emails. But hey, maybe it will work well for your audience. You can always try it and see how they respond.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
10:27 pm
August 10, 2018
Offlinethanks for the answer John.
I was thinking about this the last two days and completely agree - making the offer as congruent as possible is the best thing to do.
I'm not thinking of offering the download of the album for £7 - that is pretty easy to say yes to. I would have the alternative versions of the songs and booklet PDF listed on the sales page as two bonus items.
I'm going to write the sales page and LTO emails over the weekend, hopefully have this up and running on Monday. I'll keep the LTO emails short and sweet to start off with, see how the numbers fall out on that.
9:09 pm
June 7, 2011
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Sounds good Sam. Good luck!
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
4:31 am
August 10, 2018
Offlinethanks! Waiting a week for people to start working through the funnel is so frustrating!
9:44 am
June 7, 2011
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I know what you mean 🙂
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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