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QuoteHey John, quick question.
The video on long term monetization made me wonder something. I wanted to try to make some album sales with a real time promotion to the portion of my list that did NOT buy at the sales portion of the initial funnel. Basically figured a second ask couldn't hurt. Is there a trick to this? Because I didn't get a single sale from it, even though my initial funnel usually converts pretty well.
I get the sense maybe I'm doing something wrong, and I'd really appreciate some pointers.
11:58 pm
August 10, 2018
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What did you do for the real time promotion?
I'm thinking there are two possibilities:
- Something with the promotion didn't go right - broken order form, emails not being read or something
- Your funnel is so effective, everyone who is interested in buying an album has bought it. If this is the case, you need to offer them something else, or focus on the people who have shown that they buy...?
3:55 pm
June 7, 2011
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Hey Kevin,
Just to make sure I understand everything...
You are saying you basically ran a three day sale to those that did't buy, asking them to buy again? Essentially just a repeat of your LTO?
How many subscribers did this go out to?
How recently did the majority of them complete the funnel?
Normally I would follow up with the list and run a real time promo of the upsell product, or something similar, so it was something different. Or, if it's the same exact product, I do it much later in the life cycle of the subscriber, with a slightly different angle. New bonus, Christmas promo, etc. But not always. My hunch is that you just ran the same promo way to quickly. But I could be wrong.
Sam's suggestions are also valid.
Let me know.
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.
Not a word-for-word repeat of the LTO exactly, I framed it a little differently and had some added bonuses this time around. But it was basically just another LTO, yes. My reasoning was that when I surveyed my list, many people responded to "why didn't you buy the album?" with "didn't have the money at that time." So I just kind of wondered if it was worth running a second LTO now that it's been a month or two for most of these people.
11:35 am
June 7, 2011
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Gotcha, I think it may have just been too soon, and perhaps the angle was not unique enough. It could also be like Sam mentioned and you did such a great job of closing the sale with your main funnel that there weren't many interested parties left. Still, I would have expected a few sales. How many people were on this list that got the LTO?
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.
There were about 600 people in the segment. 25% open rate and a fair few clicks, but no purchases. Which is weird, right?
1:35 pm
June 7, 2011
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Was this three emails or one? I only ask because you only mentioned the one open rate which gave me the impression it might just be one email.
Regardless, it's a surprise. I usually always see something on every promo I run. But I also usually wait a very long time before promoting something again. The idea with re promoting the same product is that a person goes through your funnel, doesn't buy, but then you win them over in time with your free content. Then, many months later, when you present them with the opportunity to buy again, many end up doing so.
I don't find this shocking, but as I say, I would have expected a few sales.
FYI, I also usually upload a list to FB and create a retargeting ad whenever I am running an LTO.
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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