4 Tips To Boost Your Email List Quality

When it comes to your email list, size is not necessarily a good indication of performance.

If you have just 500 active and engaged subscribers, you’re likely to do better than a list of 10,000 who are not engaged or who are not the best fit for your business. So when it comes to email lists, quality is always a better emphasis than quantity.

The point is that you want your email marketing efforts to drive action, yet if you don’t have a quality list, those efforts could fall flat. No one wants to waste the time and money involved with putting a decent campaign together for a poor list.

So, how can you ensure you have a better quality email list? We’ve got a few tips.

#1. To Buy, Or Not To Buy?

If your list is still relatively small, it can be a huge temptation to go out and buy an email list to boost your numbers, but is this a good idea? Does buying a list ever net people enough engagement to warrant the action?

It seems the answer to that question is “not very often.” Overall, buying lists doesn’t tend to work out well or promote quality on your own list. Here’s why:

The Prospect Doesn’t Know You

What do you usually do when some random, unknown email turns up in your inbox? Are you likely to open it? Or simply flick it to spam? Even if you do open it, the chances are you’ll delete it anyway because you don’t recognize the sender and perhaps it appears to be marketing.

On average, email promotions are three to five times more effective when being sent out to current customers rather than prospects. The reason for this is simple — your current customers know who you are and why you’re emailing them. They possibly even remember opting in to your list, whereas your average person residing on a bought list doesn’t have a clue who you are and is pretty sure they’ve never opted in.

For most people, this is not a good way to generate good will. People get annoyed by receiving marketing emails they don’t believe they’ve requested. You know what happens next? They report you as spam…

You Can Compromise Your Good Standing

Reputable email service providers don’t allow you to use purchased lists anyway. They want to ensure they and their users remain compliant with CANSPAM laws and that people on your lists have actually opted in to be there.

Here’s what Infusionsoft has to say on the matter:

“All lists used in conjunction with the services provided by Infusionsoft are required to be 100% solicited (opt-in) lists. This means that the individuals on the list have explicitly agreed to receive information from your business entity. The practice of bartering, purchasing or renting lists of names and sending e-mails to those people is strictly prohibited.”

Infusionsoft and other reputable providers often require that you are able to provide proof that customers have opted in, but even if you’ve somehow managed to sneak a purchased list through, there is further reason it is not a good idea…

Remember the angry customers who are reporting emails as spam? If you get too many of those reports, your email account loses its good standing and you could find yourself removed altogether. Infusionsoft’s current guidelines state that there should be no more than one complaint for every thousand subscribers who receive your email.

“Should I go through a ‘less reputable’ email provider?” you ask. Well, then you run into deliverability issues that simply make it not worth the effort. Most of those less reputable services will have emails blocked or redirected to spam by your customer’s email provider.

#2. Create Well-Targeted Opt-Ins

So we know the preferred method of getting people onto your list is to have them opt in, but how will this lead to a quality list?

Internetland is full of freebie seekers who have no real interest in a business or product, but simply go around gathering up free stuff. Obviously these people do not make for a quality list, so it’s about finding ways to better target the people who are genuinely interested.

There’s never going to be an absolutely perfect method, purely because anyone can still opt in if they want to. However,  if you create a decent lead magnet (or graduate to more than one if you want to create some effective segments), then it’s a great place to start.

Know Your Target Audience

Did you know that taking the time to craft and use detailed marketing personas for your target audience can make your website two to five times more effective? Hubspot provides some great pointers in their infographic, but the short of it is: know your customers very well so you are able to create content targeted to suit their needs.

personas

Offer A Relevant Incentive

There is a Copyblogger post which is a few years old now but still remains relevant when it comes to deciding what to offer as an incentive for subscribers. Their suggestion is that you a) know the customer and understand what kind of incentive will spin their wheels and b) focus on keeping that customer subscribed through your incentive.

In order to avoid people subscribing purely for your giveaway then immediately unsubscribing, Copyblogger suggests offering your giveaway over a series of emails where you showcase your expertise and deliver value over time. This is a great way to help the new prospect get to know you better and perhaps build up to purchasing.

What should you give away for targeted leads? Grab our ideas here

Your Messaging

Every piece of copy and all content created for your website should be explicitly geared toward that ideal customer persona you have identified. You want people to clearly be able to self-select as appropriate sign-ups for your list.

This could even include some message about who your product or service is NOT for. For example: “Looking to get rich quick? This program is NOT for you. We teach the sustainable way to build wealth over time.”

What About Giveaways?

We briefly touched on “freebie seekers” who only sign up with you to get the incentive you are giving away — does this make contests and giveaways ineffective for quality lists?

It’s kind of one of those “time will tell” things. We know contests can work well to boost large numbers onto lists, but the question is whether or not the list will be “quality.”

Authority Hacker recently wrote about how they grew their list by 1626 subscribers by running a giveaway. While we don’t really get an indication of the quality of those subscribers at the end of the giveaway, they do mention growth in traffic to their website as a lasting result.

There are a couple of things they mention though which will help giveaways to result in better subscribers: 1) they chose something very relevant to their target audience to give away and 2) they promoted through sites that their target audience hangs out on.

You don’t want to take the blanket approach to promoting your giveaway or give away something that appeals more to the masses than specifically to your target audience. This way you will hopefully avoid getting too many subscribers who are not a good fit, but even if you do, you can weed them out in the next two steps…

contest-vs-sweepstakes

Source: Authority Hacker

#3. Run Some Creative Campaigns

This point is fairly self-explanatory. It would be difficult to measure whether or not you are developing a “quality” list if you’re not making an honest effort to regularly communicate and send out creative, relevant emails.

Essentially you need to be proving your value to the prospect and again, ensuring that all copy is written to appeal to your ideal customer. This also means that you’re not just pushing “sell, sell, sell” and are providing helpful, engaging content.

From there you need to measure and test campaigns, including:

  • Open rates
  • Click through rates
  • Conversion rates
  • Bounce rates
  • Email sharing/forwarding rates
  • Overall ROI

Another point to note is that your communication must be regular in order to really do a fair test. If you’re not in the habit of emailing at least a couple of times per month, your list could forget who you are and simply ignore your intermittent emails.

If your open and click-through rates are always poor, it could be that you’re not doing so well with email subject lines and content and need to change them up. Otherwise, if you’ve got great content and are getting good engagement, you then start to look at those who never engage and what you can do about cleaning your list up.

#4. Clean Your List Up

You want to keep your email list healthy and engaged, so there’s no sense in hanging on to those who just don’t seem to be interested. You don’t want to be too hasty in getting rid of potential customers however, so here are a few tips:

Create Segments

We’ve noted previously how segmenting your list can get you better email marketing results. Create clear segments based on how the customer came to sign up with you and consider creating content to appeal to each segment. This could move previously disengaged prospects over to the active side, especially if you set up good automation workflows.

Try A Re-Engagement Campaign

The aim of a re-engagement campaign is to get the inactive prospect to just open one of your emails. That way you know you’ve hit some kind of interest and can send them more similar content.

You should have created a segment of these inactive customers so that you’re able to target them separately.

Hubspot Academy has a good set of instructions to follow for setting up a re-engagement campaign, with one of the keys being that you should be sending a compelling offer which entices engagement.

Clean Up

If you’ve tried everything else and still aren’t getting opens from certain people, then cut them from your list. There is no sense in agonizing over someone who probably was never a good fit in the first place. Many email service providers are now recommending you ditch subscribers after 6 months of inactivity.

Maintaining Quality…

So, if you want to boost the quality of your email list, an absolute key lies in how you get people onto your list in the first place.

Your subscribers should have opted in, preferably via a campaign or lead magnet which is very targeted to their interests or needs. You don’t want to go too broad or you will end up with too many who are just not a good fit.

From there it’s about maintenance. You need to keep in regular contact and provide them with valuable reasons to stay engaged with your emails. Know your audience, cater to them and cut those who are not interested.

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How To Create A Welcome Email Series That Works

It’s always validating when you get a stream of subscribers coming onto your list. “Hurrah” you say, “I’ve optimized, I’ve got the right messaging and my lead magnet works.”

Getting them there is one thing, but arguably what’s more important is what you do with them next.

This is where having a well-constructed welcome email series comes in – emails that help your subscriber get to know you and start to build a connection; even encourage them to purchase from you in the end.

How do you create an effective welcome email series? We’re digging in to take a look.

Need content ideas for your welcome emails? Check out some of ours here.

Why Do You Need Welcome Emails?

It can be tempting to think that email marketing must be on a death slide, especially if you think about the average person receiving 121 emails per day and having nowhere near enough time to deal with them all. However, research tells us that email still brings a remarkable return on investment (4300% ROI according to the Direct Marketing Association), it still converts well, and it is a relatively simple strategy for businesses large or small to put in place.

The role of welcome emails is important as part of effective customer lifecycle marketing, which means delivering messages to customers at the right time in accordance with where they are in their journey with you.

Build Recognition Early

How many times have you subscribed to something, then completely forgotten about it? This often happens if you haven’t received any kind of communication directly after subscribing. When the site you subscribed to eventually sends you something, you are more likely to ignore or spam it because you can’t remember who they are.

Research from Bluehornet finds that almost 75% of consumers expect to receive a welcome email when they subscribe. This means something personable and engaging, not an automated “you’re subscribed” or something like the image below.

subscription-confirmation
Besides the fact that your new subscribers are expecting to receive welcome emails immediately, further statistics show that welcome emails generate more revenue than blanket promotional emails. They capture the interest of new subscribers while you are still fresh in their minds and are vital for building a connection before their interest dwindles.

smtp
Source: Easy SMTP

First Impressions

Your welcome emails set the tone and impression the prospect has of your business. This is your chance to hit them with something super interesting, engaging, and professional in appearance early to help generate that trust in your brand.

These emails can lay the foundation of their entire relationship with your business. They can set expectations (for example, how often they can expect to hear from you), encourage connection through social media channels, and point customers back to your website for any offers you may have going.

What Makes A Welcome Series Effective?

#1. Timing and Frequency

For starters, as indicated in the previous section, you need to be timely with that first email going out. That means sending out an email immediately while the customer is still engaged with your business; don’t go for options like batching of emails to send out later.

As far as the number of emails and timing between them, that will depend upon what you decide a new subscriber needs to know about your business (which we look at under “content” below). Some people suggest a series of 6 to 8 emails, spaced a couple of days apart, others will say to send one email per day for the next five days. This is something you’re going to need to test for yourself, but the key thing is not to send out emails for the sake of emails. If you’ve really got something to say across 8 emails, go for it, if not, the prospect will appreciate you not wasting their time.

Another timing consideration is whether or not you want new subscribers to immediately be receiving what your regular list gets. If not, tag them so that they only go into the main newsletter list once the welcome series is over.

As a side note for those sending out regular newsletters or other email communications to their list, the 2015 study by BlueHornet on Consumer Views of Email Marketing revealed that a weekly frequency is the sweet spot.

rsz_weekly-email

#2. Getting Opened

Obviously the first thing you want people to do is actually open your emails, though this is one of the trickiest things to achieve in crowded inboxes. There are really two elements that encourage (or not) the prospect to open the email:

  • Trust – does this look like spam?
  • Relevance – is the subject line compelling?

When you’re beginning a relationship with a new prospect, trust elements are quite simple. You need to be sending from an email address which appears trustworthy and your subject lines shouldn’t scream out “spam” with excessive use of exclamation marks, dollar signs, or spam trigger words such as “free”, “affordable” or “cash.” Your subject lines are an element you should set up for split-testing to see which are the most effective. There is some research out there to suggest which words are more effective than others to use in the subjects of welcome emails, but there will be variations depending on your business type.

subject-line
Source: Easy SMTP

Research presented by Easy SMTP shows that generic “from” email addresses should be avoided. People are more likely to open an email from “[email protected]” rather than “[email protected]

from-email

[email protected]” is even worse because it implies that the email is being sent by some kind of robot that doesn’t allow the customer to engage with your business. The idea is that you want to keep those lines of communication open.

#3. Content

The first thing you need to decide before writing a single line of content is which actions you want your subscriber to take. What are the goal outcomes? What should a new subscriber know about your business?

No matter how many emails you decide to put together as part of a welcome series, there should be a cohesive story and clear actions to take with each email.

For example, you might want subscribers to:

  • Learn about your brand story.
  • Provide their subscription preferences (a great way to ensure they are put into the right segments).
  • Connect with you on social media.
  • Use a coupon code or offer.

Calls To Action
Calls to action are a must if you want your emails to be effective. You could use any or all of these goals throughout your series, but if you want people to take action, then you should limit your calls to action to one type per email, as found in research by Which Test Won? (You can repeat it more than once, but if you ask people to take more than one kind of action, you may overwhelm them and get none).

Deliver Value Immediately
What content should you include in your welcome series? The answer to that lies in the reason that people subscribed with you in the first place. You will have made some kind of promises to entice them to subscribe, so start delivering on those ASAP.

If you offered an incentive for sign-up, deliver that in the first email. For anything else, live up to your promises, whether that was helpful information or awesome deals. Keep it relevant to what the customer signed up for: If it was deals, they probably don’t want an email that’s purely about your brand history (give them your story but include the deals!).

Delivering value early is about building trust with the prospect. From the beginning you want to train them that your emails are relevant and worth their time opening. For this reason you may also want to consider segmenting prospects according to how they signed up and preferences they expressed, then sending out different welcome series accordingly.

Another point to remember is that even if one of your big goals is to sell, if your emails all come across as a sales pitch they are not likely to be effective. The point of your welcome series is to build the relationship, not make them feel like they’re meeting up with the classic, oily salesperson.

How Long?
Constant Contact did some research recently looking at the relationship between the length of emails, the number of images used, and the click through rates that resulted. Their overall finding? Less is more.

Specifically: “Emails with about 20 lines of text and three or fewer images received the highest click-through rate.”

This is another element for you to test within your own business, however. As they point out, general findings can give an idea of best practice, but may vary between businesses.

Need content ideas for your welcome emails? Check out some of ours here.

Final Thoughts

A welcome email series can be a very effective tool for your business if you spend a little time developing it well. It allows you to start building a relationship with your prospect early while your brand is still on their mind, and to set the standard for what they should expect from you.

This is why it’s worth your time. Generic “thanks for subscribing” emails are uninspiring and don’t deliver any kind of value to the customer. A well-planned welcome series engages them and helps them to realize the value you can deliver.

Make your welcome series effective by building trust, being responsive, and delivering relevant, valuable content.

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How to Use Tags to Understand Your Marketing Funnels

Are you using marketing tags to the fullest?

Tagging is a great tool if you use it right, yet we commonly come across clients who are not using tagging effectively, or who are dumping every contact into the same list with no tagging happening at all.

Some people are even just tagging their leads for “someday” because they think they should be, but there is no pattern to their tags, and when the time comes, they don’t remember what the tags meant.

Making good use of tags will not only give you a better system for understanding how your leads go through your marekting funnels, but will help with using other tools, such as Segmetrics.

So why use tagging and how can you do it better?

Why Tag?

There is one key purpose for tagging – to segment your list.

List segmentation can help you get better open and click-through rates on emails as well as better conversion rates overall. By segmenting your audience according to certain characteristics or interests that they share (for example, they signed up for your free report or they attended your live event) you are better able to deliver messages that are well-targeted to your audience.

Mailchimp found in a recent survey that segmented email campaigns significantly out-performed campaigns that were not segmented.

Mailchimp-segmentation-results

Source: Mailchimp

A message that is targeted based on the preferences of the audience will have a much more powerful impact than simply blanket-emailing your entire list. You lose significant effectiveness if you send the same email to everyone because you train people to believe that your emails aren’t relevant. This means emails could be ignored in the future, even if the subject matter could have been of interest.

Get more from your CRM with these “Hacks”. Get your free tips here.

The role of the tag

A tag helps you to break down data into small groups based on similar interests, actions or demographic measures. Tags help you create your targeted segments because they are easily grouped together and reviewed later. You can review like-for-like, or even see whether there are correlations between one and another.

 

Tags can also help you tell at a glance what a customer’s relationship with your business is like. Put simply, they allow you to quickly and easily assess the suitability of your messaging for the customer and facilitate the creation of customer segments.

A good system of tagging is great for tracking and data analysis purposes. With SegMetrics, for example, users can pull all of their tag data into SegMetrics in order to track key metrics for all of their Tags — Leads, Revenue, Lead Value, Conversion Rates, and more.

vids-for-gifs-downloaded-pdf-tags-table-report
SegMetrics Tags reporting for EOFire. Learn more about how John Lee Dumas is using this Tags data.

SegMetrics users can also use this Tag data to create in-depth segments of users (e.g., all people who have signed up for a webinar or all people who have purchased a product). Now they can track this specific group of people.

Creating a Segment in SegMetrics allows you to zero in on who you want to track.
Creating a Segment in SegMetrics allows you to zero in on who you want to track.

Tags also help you to set up rules within your CRM. For example, if a customer cancels their subscription to your product or service, you will want to remove any membership related tags automatically, so that they are taken off certain mailing lists and are no longer able to access your product. Having the right tags set up means you don’t have to go through the hassle of manually removing customers.

Tagging Mistakes

By far the biggest and most common mistake we see with tagging is that people use it with that “for someday” mindset and so have no discernable system or pattern for their use. This means that two years later, they probably have no idea what the tag they used means and have forgotten how the lead came to have that tag attached to them.

If you create a mish-mash of tags all over the place, it makes the job of drawing useful data from them that much more difficult. If you have trouble finding useful data, or if it is a difficult process for you to get to it, you could easily be missing opportunities to optimize your business and get better results.

On the other hand, having an organized system for using tags gives you a better ability to make use of your CRM and makes life easier by adding efficiencies to your marketing. This alone can give you an advantage over less-organized competitors.

In short: Don’t be like the tagger who is randomly hitting every wall in town only to create a mess. Be organized and have a clear purpose.

banksy-street-art

Street art by Banksy – the organized kind of tagging

Tagging Best Practices

Tags can be further grouped into parent categories in your CRM. The best way to use these is to think of the parent category as a labeled drawer, while the tags are the things inside the drawer. You should have well-labeled parent categories and tags that you’d expect to find under them (no “junk drawers!”).

When setting up your parent categories and tags, it’s important to have a logical system which will still make sense to you in the future. You don’t want to be looking at a tag in a couple years time and have no idea what it means.

Most businesses will probably only need 5 or 6 good parent categories. The key for you will be to identify which ones make sense. We’ve included a few ideas from common examples in the next section.

Good Examples Of Tags To Use

Here are some examples of the types of tags that most businesses should use. A useful way of looking at it is that you want to be able to quickly determine an individual’s status with your company at first glance. Beginning with those customers or prospect categories is a good start.

SegMetricsTable

Knowing the specifics behind how a customer signed up with you, what their behaviors are and what kinds of events and topics they’re interested in not only helps you deliver more of that targeted content, but it helps you to identify lead values and customer lifetime values for each source. For example, you might find that while one webinar gets you more lead numbers, a totally different one tends to bring in customers who stay longer or buy more. This tells you what to focus on if you’re looking for good business growth.

Get more from your marketing with these “hacks”. Get your free tips here.

Final Thoughts

Tagging is a vital way to make the best use of your CRM and ensure that you have created a good system. Tags help you segment your audience so that you can be very targeted with your messaging, as well as gather key data in order to identify improvements.

If you want to have a better experience with tagging, it’s important to create a good system for yourself, one that makes sense and that you will remember further down the track. This means you should break down the data you need into logical parent categories and create tags that fit well within those categories.

It’s often the small tweaks that can make a big difference in business, and having a good tagging system is one of those small, yet important changes.

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How SegMetrics can earn John Lee Dumas an extra $221,075

John Lee Dumas sold an impressive $2,137,739 in online courses in 2015. But did Infusionsoft’s lacking analytics cause EOFire to leave money on the table?

In this article, we’ll show how John Lee Dumas can use SegMetrics, our analytics software for Infusionsoft, to add at least 6 figures of revenue to his business.


John Lee Dumas is the perfect example of how giving away tons of free content can be very, very profitable.

Consider how much his business, EOFire, gives away for free:

  • Seven completely-free episodes a week of EOFire, his entrepreneur-centric podcast that consistently tops the iTunes business charts
  • Two 10-15 day email-courses on how to get started podcasting and hosting webinars
  • A steady stream of free webinars and PDFs

All of it, totally free.

And what is all this generosity worth to EOFire?

$4,005,181. Check out EOFire’s month-by-month revenue:

jld-revenue
Get EOFire’s full income report here

Clearly, John Lee Dumas is doing well. But where is that revenue really coming from? Which promos are driving sales and which are dead weight?

EOFire breaks down its income streams in its monthly reports, but with so much free content pulling people to the site and so many different opportunities to monetize those leads, it’s not clear which lead sources and content are the most compelling for Fire Nation and profitable for EOFire — and which should be retooled or abandoned.

Take John Lee Dumas’ online courses. They account for over half of EOF’s $4,005,181 in revenue ($2,137,739 to be exact). The cornerstone of EOFire’s marketing is their email marketing and automation, powered by Infusionsoft. Infusionsoft is great for systematizing his business, but it can make figuring out the true value of his leads almost impossible.

For all of its strengths, Infusionsoft doesn’t provide actionable reports to help you optimize your marketing. Infusionsoft reports are limited or hard to read. And exporting your data and manipulating it in Excel often results in data you can’t trust and hours of busywork.

So John turned to SegMetrics — our analytics software for Infusionsoft — to uncover the truth about where his revenue is REALLY coming from.

This is the first of a multi-part series that digs into how John Lee Dumas is using SegMetrics to better understand his revenue streams to super-charge his sales. In this first article, we’ll show you how SegMetrics is helping John answer four powerful questions about EOFire’s leads:

  • Do EOFire’s free email courses actually drive revenue?
  • Are the automated webinars bringing in money — or are they a waste of resources?
  • Which free PDFs are gold mines and which are dead ends?
  • How can EOFire use all of this to dramatically boost revenue?

(A big thank you to EOFire for letting us run their data through SegMetrics and share the results. The numbers and reports you’ll see below are all real. This is SegMetrics in action. To test-drive SegMetrics for your business, get your 14-day free trial here.)

Do EOFire’s free email courses actually drive revenue?

John Lee Dumas is a master at Lead Magnets and Infusionsoft marketing automation.

A Lead Magnet is free content that you exchange for a lead’s email address. If you use Infusionsoft smartly, you’ll then deliver an automated sequence of emails to that lead to provide them even more content — and eventually a sales pitch.

Here’s how EOFire does it:

Step 1: Lead Magnet
John created two free email courses that he uses as Lead Magnets: a Free Podcast Course and a Free Webinar Course. He made these easy to find all over his site.

jld-lead-magnet

Step 2: Marketing Automation
Upon signing up, leads are entered into an Infusionsoft automated marketing sequence that delivers 10 to 15 days of free content packed with some of John’s best strategies for launching and hosting successful podcasts and webinars.

jld-isoft-funnel

Step 3: The Pitch
The Free Courses not only serve up advice on how to be successful with your own podcast or webinar, they also give leads the opportunity to join one of EOFire’s paid courses — Podcasters’ Paradise and Webinar On Fire.

jld-email

But do these free email courses actually convert leads and drive revenue?

Because the EOFire team has set up Infusionsoft tagging on all leads who sign up for these courses — and you should too — we can use SegMetrics to see just how valuable the 1-2 punch of Lead Magnet/Infusionsoft automation has been.

We’ll walk you through the simple process.

First, we’ll create the segment in SegMetrics…

report-filter

And we can now we see the real lead value for the people who signed up for those Free Courses.

report-leads

In 2015, the 21,617 people who signed up for those Free Courses brought in $900,842 in revenue. That’s an average Lead Value of $41.67 (Lead Value = Revenue / Number of Leads)!

(Note that this type of easy, powerful data analysis is not available inside Infusionsoft, nor in any other Infusionsoft analytics tool. Only SegMetrics.)

What about people who didn’t join one of EOFire’s courses? To see what they’re worth, we create a segment of all leads who DON’T have those Free Course tags …

jld-dont-join

The 34,439 leads who have NOT signed up for those free courses have brought in $658,260 in revenue. That comes to an average Lead Value of $19.11.

That means that leads who sign up for the Free Podcast Course and the Free Webinar Course are 118% more valuable than leads that don’t.

Let’s step back and think about just how valuable this free content strategy is to EOFire.

In 2015, 39% of EOF’s leads joined one of their free email courses. On average, these leads are worth $22.56 more than leads who don’t sign up for the free email courses. This is in large part because these funnels are so good at giving high-value content and converting people into paying customers.

Even with stagnant lead growth, if EOF could increase the percentage of leads that join a free mini-course from 39% to 49% — and the Free Courses continued converting 118% better — that would add $126,424 in revenue in 2016. Just from giving away a free course to more people!

And not only are each of those “Free Course Leads” worth 118% more than average leads but the sales funnel is entirely automated.

Instead of taking hours to plan and promote a live webinar or write new copy, EOFire can automatically deliver the high-impact content it already has. This means that John and the EOFire team actually have time to relax, sleep or dream up new ways to grow their business.

That’s why we invented SegMetrics: So that smart companies like EOFire can get the answers they need to grow their Infusionsoft businesses and enjoy the rewards of a successful business.

And Answer #1? Yes, EOFire’s free email courses are money-makers, and John should put more energy in sharing these valuable tools.

Everyone Loves Automated Webinars. But do they Really Convert to Sales?

Yup. In fact, leads who registered for an automated webinar in 2015 have been worth $81.05 each — 243% more than leads who didn’t.

Check out how valuable these automated webinar leads have been:

jld-did-register

EOFire uses Easy Webinar to power its automated webinars. For the uninitiated, here’s how it works.

Step 1: The Registration
Leads receive an email inviting them to sign up for a webinar, or they find a registration page on eofire.com.

jld-webinar

Leads pick a date and time to watch their webinar. While the webinar is pre-recorded, forcing someone to pick to a specific time fosters a sense of commitment and importance.

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Step 2: The Webinar
Upon signing up, leads are sent an email with a unique link for their webinar. This link will only work for the day and time they select.

When they show up for their webinar at the right time, they will see a free, prerecorded webinar on how to grow and monetize your podcast or host successful webinars.

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All of this is automated, which means more free time for the EOFire team.

Step 3: The Pitch
At the end of the automated webinar there’s a pitch for either Podcasters’ Paradise or Webinar On Fire.

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The results?

Leads who signed up for either of these Easy Webinars in 2015 have had an average Lead Value of $81.05. That Lead Value is 243% higher than the Lead Value of people who haven’t registered for the Easy Webinars.

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How does the automated webinar stack up to the Free Email Course in terms of its overall impact on EOFire’s revenue?

Clearly the automated webinar leads have a higher average value — $81.05 vs. $41.67 — but there’s more to it than that.

We also need to consider that 21,617 people signed up for the Free Courses and only 4,081 people have signed up for the Easy Webinars.

As a result, the people who attended the Free Courses have generated $900,842 to date while the Easy Webinar leads have generated just $330,769. That’s a nearly 3X difference. There’s value in getting a lot of people to do something that leads to conversion, even if the resulting Lead Values aren’t as high as they are for the Easy Webinars.

But here’s what makes the ultra-high Lead Value of the Easy Webinar leads so exciting for EOFire in 2016: Getting an additional 1,000 people to sign up for those automated webinars could drive a $57,390 increase in revenue.

With SegMetrics, John and the EOFire team know where to direct their leads in 2016.

Ultimately, EOFire will want to heavily promote both the Free Courses and the Easy Webinars. Both of these marketing techniques involve automation that save them tons of time, and they both dramatically improve conversion rates.

Steal a page from the EOFire playbook and do both for your Infusionsoft business and track your results with SegMetrics.

How Does EOFire Know Which PDF Downloads Convert — and Which Should be Killed?

As with any Lead Magnet, PDF downloads have varying degrees of success. It’s important to not only track which ones bring in the most leads, but also which ones are ultimately responsible for the most sales.

EOFire applies Infusionsoft tags every time someone downloads one of their PDFs. This means – you guessed it! – we can use SegMetrics to easily track how many people download each PDF and how those people have converted to sales.

This time we’ll create a segment with ALL of the PDFs we want to analyze.

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Now we can scroll down to the Table Reports – where we can also track conversion based on UTM parameters, Referring URLs and Products Purchased – and see the key metrics for all of the Tags in our segment.

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You can see that overall PDF downloads haven’t moved the needle as much as EOFire’s other pieces of free content, but the impact is still significant. The Lead Value of the PDF Leads is $40.44, 59% higher than the Lead Value of people who haven’t downloaded a PDF ($25.36).

Where we really start to see value is when we compare the values of the different PDFs.

The 11 Habits download and the EOFire Resource Guide have Lead Values of $30.64 and $34.56, respectively, both below the average Lead Value for PDF Leads.

Meanwhile, check out the Lead Values of the KT Burnout Template, the 4 Essential Principles Cheat Sheet and the Top 5 Reasons Podcasting is Exploding – all over $100!

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That’s more than 2X as valuable as the average PDF lead!

Currently those 9,214 leads who downloaded a PDF have been worth $40.44 each. If EOFire can generate even a 10% increase in Lead Value by getting more people to download the higher-converting PDFs instead of lower-converting ones, that could result in $37,261 in additional revenue in 2016.

The takeaway here? Now that John and the EOFire team can track the value of their different PDFs in SegMetrics, they can promote the PDFs that boost Lead Values and retool (or scrap) the ones that don’t.

It pays to concentrate your marketing on the free content that works.

How can EOFire use all of this to dramatically boost revenue?

We’ve only run a few reports in SegMetrics and already we’ve identified an additional $221,075 in revenue John Lee Dumas could add to his business in 2016 — just by giving his audience more opportunities to join his valuable free content!

  • And extra $126,424 by sharing EOFire’s free email courses with more people
  • $57,390 more by getting 1,000 more people per month to sign up for a free, educational webinar
  • And $37,261 more just by swapping out high-performing PDF for low-performing PDFs

In our next report, we’ll use SegMetrics to measure the value of EOFire’s greatest free asset — the EOFire podcast. To be the first to read the full report, follow us here.

How do you use free content to promote your business? Use any of these techniques? Let us know in the comments. And of course, sign up for SegMetrics if you want to know the value of YOUR Infusionsoft Tags.

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.