Some of the wisest advice I ever heard:
“Before doing something online ask, ‘does this work in real life?'”
I heard it from Sean D’Souza.
(In his 2008 System Seminar teaching.)
And, I have found it to be extremely accurate.
For example:
Many emailers obsess over open rates.
“Oh I got my open rates up to 45%!!!”
“Great! But did your sales go up?”
“…”
They don’t know.
They aren’t tracking sales. They simply believe if their open rates are up, that’s how to measure email success.
Yes, open rate stats are useful.
Don’t misunderstand.
But let’s apply them to real life.
Imagine you’re a direct mailer.
Paper, stamps, mailing house, etc.
Just testing your mailing costs a few thousand smackeroos. Will you care how many people open your envelope? Or are you going to care how many SALES you got, so you can make your money back to cover the check you just wrote to finance the mailing in the first place?
Most IM’ers seem to care about everything BUT sales.
Like open rates.
Number of FaceBook “likes”.
Twitter follower count.
How many blog comments they get, etc.
It’s madness.
Yes, the above are fine to track.
But just make sure you track SALES, too.
After all…
What’s putting food on your table?
FaceBook likes and open rates…
Or sales?
Anyway, if you want to start writing emails that make lots of sales (and get great open rates and clickthrough rates to boot…) then check out “Email Players.”
It’s pricey.
And it’s not for those just “playing” business.
(If you don’t implement, don’t join.)
But the results subscribers are getting with their emails is surprising even to me sometimes.
(And I use this stuff every day).
Go here to subscribe:
Ben Settle
