I wrote a new automated sequence for one of my clients a couple weeks back.
Right now, it’s converting at a healthy 16.67%. That’s good even by my standards.
Now, it’s early. This email campaign has only gone out to 12 people (lol).
See how easy it is for numbers to lie?
But that’s not the important part.
The important part is the psychology behind why this email campaign converts at an absurd rate.
Here’s what I mean:
This is a special post-purchase campaign I cooked up.
A customer triggers it when they buy a particular product.
And it’s not even an upsell or cross-sell campaign.
It’s a consumption campaign.
We want our customers to use our products, not just buy them.
This early in the automation, I’ve only promoted the same product they just bought.
And it’s kicking teeth in with a 16.67% conversion rate.
Will the conversion rate stay this high as more people trigger this campaign?
Eh, probably not. But maybe. There’s even a chance it increases, especially when the “consumption phase” ends and I launch them into the “cross and upsell phase).
And you know what?
The conversion rate doesn't even matter.
Like I said, the main goal of this automation is to make sure our customers not only buy, but use our products.
Consumption is often the ugly stepchild in the marketing family.
It ain’t as sexy as marketing or sales.
But it’s the most important factor to your business.
In the world of infoproducts, most course creators don’t give a rat’s arse about you after you buy their product.
That ain’t good. The only way to create loyal customers with a sky high LTV (lifetime value) is by focusing on consumption.
If your customers don’t use what they just bought, there’s a near-zero chance they buy anything else from you.
But if they do use what you sold them?
And it changes their lives?
You just earned yourself some lifetime customers. Which is worth its weight in gold.
I’ll probably share more stories about these consumption campaigns down the road. It’s a relatively new strategy I’ve implemented with some of my clients.
Wanna get in on it while the getting’s good and build your empire through email?
And let’s see what happens.