Working With CoRegistration Leads
In my last post, I addressed the question of what works best with coregistration leads. Soon after, a customer called me to complain that “something is wrong” with his list.
Duh. If you build a website that does not convert sales, it does not follow that “something is wrong” with your site visitors. It means that something is wrong in what you are trying to sell to them, or how you are trying to sell it.
The same holds true for your mailing list, whether it is your prime double opt-in house list, or a brand new list made up of coregistration leads.
You have to track and test everything. Split-test various subject lines. Test whether putting the link at the top, middle, or bottom of the email gets you better click through and conversion rates.
Test whether long or short emails work better. Test whether the width of the text in your emails has an impact. Test whether an html email with an imbedded image is better than text only email. In short, test everything you can think of.
Email marketing, especially building a list with coregistration leads is part art, and part science. What *you* think is a great subject line may be a total dud in the eyes of your readers, but the only way you can know that is to test and track everything.
Among my customers, the ones who report the best results invariably are avid split-testers. They will often buy a list of coregistration leads for the sole purpose of testing subject lines or some other aspect of their campaigns.
They split the list they bought into several groups and carefully track how well they did with a given subject line. They dump the poorest performing lines, and test some new ones, slowly refining things as they go.
Then they focus on the contents of the emails, trying various sequences and again tracking their results carefully. They know they are going to spend some money in the beginning just to learn “what works” but will make it up down the road once their campaign is fine tuned and in high gear.
These people understand that knowing the long term value of a subscriber is at the heart of successful email marketing. They know that they will make a certain profit every month, on average, for every subscriber on their list, and that as long as they pay less than that to acquire those subscribers, they will turn a profit.
Successful marketers think long term.
I have links to excellent email marketing tools including tools for testing and tracking your results at NitroListBuilder.com. Check them out, and start being a scientific marketer.
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