I ran a promo for one of my clients this past weekend.
We had some 151 conversions from it. And since it’s a lead magnet promo that leads to a bigger, backend purchase, many of these people may take the upsell offer (adding even more revenue to an already successful promo).
And so, I figured we’d chat about the most important email in a promo, why it’s the most important, and why so many brands fail to send this email at all.
Of course, I’m referring to the last chance email. Now, there are plenty of ways to do a last chance email. But in my experience, this type of email works best when urgency isn’t the main fodder of your emails prior to the last chance.
Yes, you can still make sure they know a deadline is looming. But when every email in a promo leverages urgency, it loses its power.
The last chance email I sent Sunday (the final day to take advantage of the promo) generated about twice as many clicks and twice as many sales as any other email I sent promoting it and hyping it up.
But here’s where most brands make one mistake:
They see me say that a dripping-in-urgency, last chance style of email generated twice as many clicks and sales as other emails in a promo. And so, they take a shortcut and ONLY send these types of emails, not realizing that there’s a steep diminishing return on these types of emails.
But they don’t realize that every other email I sent—ones that mentioned the deadline but didn’t drip in urgency, ones that were much longer than the last chance, and the ones that dealt with the real pain points and reasons to join instead of making them decide one way or the other—are the reason that the last chance email performed so well.
In other words, these first few emails “pre-sold” the list on the value and merit of the offer, so when it came time to decide, they felt an immense fear of missing out because of the setup work I did in the previous emails.
Moving on…
Another mistake I see brands make is what I’d consider the exact opposite mistake as the one I just explained.
Here’s what happens:
Instead of only using urgency-based emails, they don’t include any urgency emails or skip doing a last chance email.
The reason they make this mistake is because of the same faulty logic as the first group though:
They don’t see the setup emails covering the most important parts as “pre-selling” emails. And so, they panic when they don’t get as many conversions as they thought they’d get—and most owners grossly overestimate this.
In fact, back before I started my business and worked at a design agency, I got yelled at for only converting 20-some people to a free webinar. There was not much I could do on my end: The webinar topic was drier than cardboard. It happened in the middle of the day, when our leads were probably working. And it wasn’t even a part of the sales process either (he just wanted to do it because a guru told him webinars are good for sales).
Anyway…
Brands panic, think their list is tired of getting emails, and skip sending the last chance email.
Worst part?
They don’t even know how many sales they’re losing by skipping this simple email.
Moral of the story?
Every email doesn’t need to open the floodgates of sales. Some are more setup—and bonus points if you also convert some folk in these setup emails.
If you do your job right, the deadline email will reign supreme. But don’t let that get to your head.
If you need help making your next promo the best promo yet, hit reply, and let’s chat.
John
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