Imagine going to someone’s house for the first time. You’d probably want to appreciate certain things in the home, and would love to have a tour if offered one. If you went to that house a 2nd or 3rd time, you wouldn’t want the tour again, and if your friend kept offering you a tour each time, you might stop going there.
Years ago when I got on my first mentors email list, I was greeted with a warm welcome and a big thanks for joining them. Then the next month, I was greeted with a warm welcome and a big thanks for joining them. And the next and the next and the next month for over a year. It was somewhat rude, actually. It was as though this person couldn’t recognize who I was and how long I had loyally been on their list.
Keep track of how long each lead has been on your list, what actions they’ve taken, and how long it’s been since they took their last action. If you’re noticing they haven’t taken action in a long time, try to inspire them into action again – and do it automatically.
You should speak differently to your leads when they’ve been on your list for 6 months vs 2 years, for example. Have you ever thought of rewarding them for the length of time they’ve stayed with you, as well as rewarding them for taking actions and engaging every so often with a call to action you make like clicking a link?
It gets a little more complicated when you have more than one free offer, and multiple ways someone can get on your list. How can you keep track of the fact they may have already been on your list for a year when they opted-in for something new?
Here’s my suggestion for a Lifetime Lead Tracking Campaign:
1. When someone opts-in or buys something, automatically check to see if they’re on your list. One common problem is that people will opt-in or buy something with different emails they have, so ask them if they may have another email they’ve already shared with you, and give them an easy way to update their email to their primary email.
2. If and only if they’re new to your list, give them “the tour”. In other words, put them through a welcome sequence of emails made only for those new to your list.
3. Check in with them at the 3 month, 6 month, and 1 year mark of them joining your list, and every anniversary thereafter, with a special word of recognition, a special shout out or reward, and a special discount for something. You can get creative with how you’d like to recognize them.
4. Keep track of actions they’ve taken, and how long it’s been since they’ve taken their last action. It’s possible that you can gamify certain rewards received based on lots of actions.
5. If they’ve taken no action in quite some time, reach out to them with a special acknowledgement or something amazingly eye-catching, to inspire action from them again. You don’t want the relationship to die if you can fan the flame up on it and re-engage them.
Imagine what speaking intelligently to a lead rather than treating all leads the same can do for your sales and loyal followers. Most business owners simply don’t do this. Don’t let it be you.