If you think that you can achieve sustainable success by relying on organic traffic, i.e. traffic that you can generate from the search engines, then think again. Search engine traffic, which accounts for 80% of the traffic you will ever get to generate for your website, is well and good. But if you’re selling some digital products, such organic traffic is susceptible to some dangers:
- Organic traffic is seldom what we can consider as targeted traffic. At the average, only 8% of the said traffic will be willing to purchase what you have to offer.
- Organic traffic is unpredictable. Some days, you may be able to garner a hundred visitors. Other days, you’ll be lucky to have ten.
- Organic traffic can reach a point of saturation. Those who have already visited your website before, and who didn’t find what they were looking for in your pages, will not visit your website again.
So, what’s the best way to ensure sustainable success?
You will have to devise a system that would allow you to sell to people who have visited your website before. This system is called email marketing.
Let’s put it this way: the visitors to your sales page can be classified into 3 groups:
1. Those who will decide to purchase your offer;
2. Those who will decline on your offer; and
3. Those who will be undecided on your offer.
Ordinarily, you’d only be able to earn from the first group, those who will decide to buy from you.
But with email marketing, you’d be able to potentially earn from all three groups – YES, all of your past visitors!
Email marketing entails the capturing of your visitors’ contact details. Thereafter, you’d be able to send them some follow-up messages to inform them of your future offers or to remind them of your current packages.
The heart of every email marketing campaign is an autoresponder service. An autoresponder service automates the process. All you have to do is to preload the service with your messages, set the intervals of the delivery of the same, and you’re all set to go. An autoresponder service also takes care of the subscription process of your email marketing campaign.
When running an email marketing campaign, you’ll have to deal with 3 concerns. These are:
1. How to encourage your visitors to sign up to your mailing list. This can be done by offering them something of value in exchange for their subscription. Most online marketers have found the following approaches to be great incentives for this purpose:
- informational eZines
- free eBooks and/or special reports
- free software programs
- free hosting
- free blogs
- free enrollment to membership sites
- discounts for subsequent offers
2. How to keep your members subscribed to your mailing list. One problem that email marketers have to endure is the high rate of people unsubscribing to their mailing list. This is often observed in follow-up messages that present commercial offers in rapid succession. There must be a healthy balance between valuable content and promotional messages. Do not send out advertisements in a row. Always strive to include informative or usable gifts in your messages.
3. How to ensure a high deliverability rate. Most follow-up messages never reach the targeted recipient’s inbox. The reason? They are filtered out by their email systems as spam. To prevent this, you have to avoid the usage of red flag words. There are quite a number of them. Also, try to test if your own email will receive the message before sending it out.
Email marketing is sure to catapult your sales rate to the next level, and it will ensure sustainable success. The trick is in building a sizable mailing list. It’s still a numbers’ game after all. The more subscribers you have, the more potential sales you’ll be able to effectuate.
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