How to Create the Email Marketing Value Loop

When you generate leads properly… you learn something about them.

You learn that they’re planning a wedding or they like craft beer or they’re worried about their credit score.

 You learn these things by using Lead Magnets.

 A Lead Magnet is a small chunk of value given in exchange for a prospect’s contact information. A well-performing Lead Magnet will solve a specific problem with a specific solution for a specific segment of your market.

 Yep… specificity is so important that I mentioned it three times.

 Specificity not only converts better but it allows us to learn more about the leads we generate (and what they would buy) than a broad Lead Magnet that makes too many promises.

 Let’s look at an example…

 What do we know about a prospect that opts in to this Lead Magnet?

Pretty obvious, right? We know they’re interested in generating traffic from social media marketing.

And we just happen to have a product that addresses that very problem.

It’s time to…

Engage

When you know what someone wants… this game gets a lot easier.

By opting in to your specific Lead Magnet, you know exactly what to offer them.

Simply set up an email autoresponder series that makes the relevant offer to the prospect.

We call it an Engagement Series and the goal is to get the new prospect to buy.

The first email in the series can open like this…

“Yesterday you requested my [insert Lead Magnet title], and I just wanted to check back in a see if you had a chance to [read/watch] it yet.

More importantly, I wanted to make sure you saw this: LINK TO SALES PAGE”

Depending on the price and complexity of the offer, you might continue this Engagement Series for a few days or a few weeks.

In any case, some will buy and some will not.

And those that buy may be ready to…

Ascend

This is the key to creating a Value Loop.

Broke marketers make a single offer and call it a day when they get a sale. Wealthy marketers maximize profit by making another offer. And another. And another.

And email marketing is the simplest way to automate this process.

We call it an Ascension Series and the goal is to sell more to existing customers.

Craft an email series that opens something like this…

“Yesterday you purchased [insert product name], and I just wanted to say thanks again for your order.

I’m so happy to have you in the family.

More importantly, I wanted to make sure you saw this: [LINK TO UPSELL SALES PAGE]

If you’re really serious about [insert topic/known desired end result], then this is the ideal next step.”

Sound familiar? It should, this is essentially the exact script I recommended to “Engage” a new Lead Magnet subscriber.

The key is to make a relevant upsell offer to those that purchased in the Engagement Series.

For every offer you make there is some percentage of buyers that would buy more.

Read that again because it’s important. It’s the key insight in creating the Value Loop.

For every McDonald’s value meal ordered, some percentage will Super Size the fry and drink. For every air conditioning repair, some percentage will buy a yearly maintenance plan.   For every training course sold, some percentage will buy high-dollar one-on-one consulting.

Put the pieces together to create a Value Loop and let your email autoresponder to the leg work for you.

So, what do you do when customers and prospects say “NO” to an Engagement or Ascension email series?

You change the conversation.

What are some strategies you implement when segmenting your email list? Let us know your tips in the comments below.

Want to learn more about building an Email Marketing Machine? Read this article...

• How To Build An Email Marketing Machine

Author Bio:

Ryan Deiss is the co-founder of Idea Incubator LP and CEO of DigitalMarketer.com. He launched his first web-based business from his college dorm room in 1999, and since that time he's founded over 40 different businesses in markets such as health and beauty, survival and preparedness, DIY crafts and home improvement, investing and finance, chemical and liquid filter manufacturing, business lending, online skills training and menswear...just to name a few.

In fact, over the last 36 months Ryan and his team have:

• Invested over $15,000,000 on marketing tests...
• Generated tens of millions of unique visitors...
• Sent well over a BILLION permission-based emails, and...
• Run approximately 3,000 split and multi-variant tests...

In addition to operating multiple businesses, Ryan is also a highly sought after author, speaker and consultant whose work has impacted over 250,000 businesses in 68 different countries.