If You're Not Doing This ... You're Losing Sales

If You Are Not Doing This … You Are Losing Sales

Do You Want to Double or Triple Your Sales?

Everyone should want  to increase sales, so I'll assume you said yes. If by any chance you said no... it's time to get back to your kitten videos while the adults talk about email campaign automation.

Disclaimer: this is for people who sell their own products and control their own email lists, you can do something similar if you are an affiliate but it takes more work as you'll need to add a bonus that buyers claim from you.

If you have an email list you probably have a buyers list and a prospects list. If you are like me, you'll probably also have 4 or 5 other lists as well. You can keep emailing the subscribers on the prospects list with offers but it's not efficient.

But what if you could present the right offer to the right subscriber at the right time?

Do you think you would make more sales?

Can I have a Hell Yeah?

Here's how you can do that using the simple science of email campaign automation.

Quantifying Subscribers

Let's assume that you have a website that sells golf clubs.

Every 3 days you send out an email with golf tips and an offer.

When your subscribers open an email or click a link, your email service provider (ESP) does 2 things:

1. It gives them a unique tag for the link they clicked (We now know John is interested in a new putter because he's tagged with "putter").

2. It awards them with points, let's say 5 for clicking a link and 2 for opening the email.

Personally I don't regard a subscriber as a true subscriber until they have reached a specific point level. So in this case, 30 points would indicate that we have a subscriber who is genuinely interested in what we have to offer.

Sorting The Wheat From the Chaff

Next we need to separate your engaged subscribers (the ones with sufficient points) from the ones who don't have as many.

To do that, we set up a rule with our ESP that anyone who has X amount of points gets moved to a VIP list or simply just tagged as a"VIP."

Once this rule is in place, you will start building a list of the most engaged subscribers on your list.

Here's an example of what this rule looks like on one of my lists. After clicking on 6 links from emails I've sent, subscribers get moved to a VIP list.

How to increase sales

Now The Real Marketing Starts

We now have a list of people who we know are engaged. We also know what they like.. (remember that tag that John got earlier??)

So all we need to do now is prepare a series of  limited time offers for members of our VIP list, which can once again be handled automatically.

Consider the following automation when a user has a tag added.

User Has Tag "Putter" Added  = Yes (Which means the user has shown interest in a putter)

Wait 3 days  (just in case he buys it).

User Is On VIP List = Yes  (The user in on our VIP list, therefore they are engaged with our content)

User Has Tag "Buyer-Putter" = NO (The user hasn't yet bought a putter from us)

Send Offer = For 3 days only, get 20% off of  our Best Selling Putters. (If all conditions are met, an email automatically gets sent with a 20% discount. If the conditions aren't met, nothing is sent).

Do you see how simple that is?

Think how you could apply that to your business.

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The Bad News

The bad news is that not every ESP allows you to do this "Marketing Automation." However, the majority of the newer ones do.

I use Active Campaign for my automations and it works like a dream. Aweber doesn't do it but there is a 3rd party tool that lets you do a decent level of automation, AWProTools.

I know it's a PITA to move ESPs, but it's also a great time to clean your list and focus on your marketing.

If you would like to discuss setting up email campaign automation systems like this for your products, please contact me



  1. Dale Eiermann on March 7, 2016 at 3:41 am

    Can you get rid of these social media icons that appear on the right and left of this page. I can’t read your articles without them cutting off words. It’s very distracting.

    • Mark on March 7, 2016 at 7:16 pm

      They should be on either side of the content unless you are on mobile then there is only the bottom one.What are you reading the content on?

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