"But isn't that spamming?"
This morning I posted a video about "Building the Maze."
In the video I explained how I use customer behavior to shape the delivery of email: As people respond to various events, free offers and products, they are automatically added to other marketing sequences.
A lady named Ruth asked:
"Isn't this spamming, to automatically put someone on different lists, one they have not subscribed to themselves?"
My reply:
"It's not spamming if it's done tastefully and in accordance with "the conversation inside the customer's head." Actually what MOST people do is spamming: Just putting everyone on one big email list and treating them all the same."
I repeat: Most marketers just spam their lists by treating everyone the same! Suzy has an email list of 17,000 people and she emails the same thing to all those people. Same newsletter every week.
The WORST thing you can do in marketing is treat everyone the same.
The BEST thing in marketing is to have a "Motion Sensor Marketing" system that sends some people an email once a month and other people hear from Suzie 3X per week.
So she's not spamming the low-interest people and she is CERTAINLY not spamming the high interest ones!
This is where the power of the 80/20 rule comes in. Because here's the fact:
70% of the money in your list comes from 5% of your list.
50% of the money in your list comes from 1% of your list.
20% of the money in your list comes from 0.1% of your list.
Out of THOUSANDS of marketers I have contact with, I can count the total number of people who actually obey this principle on both hands. Less than ten.
Treating 17,000 people the same is STUPID. If you're doing it, it's costing you serious money. If the size of your list is 17,000 names or more it's probably costing you several thousand dollars a month. The $895 investment for the DVD's or even the full ride for the professional copywriters comes with a guarantee.
If you truly "GET" this and employ it, you'll be in the top 1%.
And yes of course – In the hands of INFERIOR marketers, "Motion Sensor Marketing" could turn into a torrent of spam. Which will immediately land them in the spam folder. Regardless of whether they're legally "spammers" or not.
In the hands of a seasoned pro, though, it's gold. Magic. A license to print money.
As the economic landscape has shifted, I have just focused more and more on feeding and nurturing my hyper-responsive customers (people like YOU) and helping you succeed while others flounder and go out of business.
Because of that, our business is on the grow.
By the way you can accomplish this with any Autoresponder System but I must say, Infusion is head and shoulders above all the others in this regard, because of its enormous flexibility and "Motion Sensor Marketing" features like tracking links.
Carpe Diem. Seize the day.
Perry Marshall
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About the Author
Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."
He is referenced across the Internet and by The Washington Post, USA Today, and the Chicago Tribune.
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Great article and video. I love the concept of segmentation. I am just starting to build my list and know that some of the subjects I am going to cover will have a smaller interest than others.
I am definitely going to look into adding this functionality as I go.
Sorry I have to mention a name to ask this question.
I am on the Early to rise newsletter because I wanted to study their business module so that I can implement it.
I totally agree with you. Most times I read stuff that I totally don't like to read about but because I am grouped with the whole bunch of other folks I am forced somehow to receive stuff that I really don't like to read about.
After reading and watching your maze video, I thought what if let's say I am promoting your ebook on google adwords and create a separate list entirely for it.
So i only send them stuff that has to do with google adwords,adword tools, copy writing, research intelligence by glen, since they are all adwords related.
Must confess I am new to aweber, I was of the opinion that once MR A buy your google adwords ebook [after checking my affiliate account with you] I am going to offer Mr A a free report that need to be signed for in order to get the free report.
If Mr A take the bait, then that free report ON "How to make money with whitepapers?" will automatically get him signed for a series of free classes for your white papers which will then give me the opportunity to educate him again in order to buy your white paper ebook.
Then if Mr A buy the white paper training from you. Let's say by some crazy reasons, Mr A is still in my funnel.
I offer Mr A a free report on the benefits of being a member of a club like "Perry Marshall's Renaissance Club"
Let's say I am such a smooth operator that Mr A take the bait again, he sign in for the free report and somehow get sold the membership of your Renaissance club.
Isn't this better than moving Mr A to my white paper list or benefits of Renaissance club without his implicit consent compared to tacit concent?
Does this make any sense at all?
Bad news is that I had already slaved creating a sign in box for every category on my site such that anyone who read a category will somehow sign in at one point or another other[39 categories!]
And I have internet marketing education with business education and real estate education further broken into more segments.
A fine mess right?
***Read an article where you explained the whole process with dog grooming ebook business module and how it was broken into about 50 lists. Scary thing from a publishing standpoint[if you going to publish a lot of ebooks and sell like Bob Bly does]!
Make be it will make more sense once I receive your dvd.
I think signing up with infusion will just make my life much easier once every puzzle is well put together.
If someone is on one of my lists (topic A) and I start talking about topic B and they respond, then they're going to automatically start hearing more about topic B.
And so on with C and D etc.
This can be done professionally, subtly and non-intrusively. I think just giving people 12 options at the very beginning is unnatural and unnecessary.
Perry
Wow. All the marketers you know, and coach, and only ten segment their lists in any effective fashion? That's harsh.
Dan,
Almost all the marketers I know and coach do not FINELY segment their lists the way I described. Sure many more do segment.
Perry
Wow, this is great information to have! I definitely want to be smart and effective with my lists.
For I now know why I don't get some of your mails in my other email addresses, I think is very very powerful! I used to wonder why.
When I researched this recently, it appeared that Aweber doesn't allow this functionality. The only way to segment your list is to have them sign up over and over again … so unprofessional.
Can anyone confirm that I'm right on this?
Infusion would have had my business long ago if the low-end price was accessible to those who are still looking for a viable and significantly-sized market.
I know myself (and how hard it can be to make money on the web) well enough to know that I would start the subscription (and the big monthly hits to the checkbook), start building and testing AR content, but still be trying to connect with a market many months later. So I've accepted the idea that I'll have to make the difficult transition to a "real" autoresponder service once I'm sure I have a "real" online business. Heck, if Aweber makes me keep signing people up each time I want to segment my list, then it shouldn't be such a big deal to make the last signup the one that takes them over to some other provider.
You are right on this, Aweber is a hard-ass about all this stuff. You have to come up with a clever enticement to move a person from one aweber list to another. Infusion is MUCH easier. And yes, also more expensive. FAR more capable because of its features.
We are one of the ones who signed up for Infusionsoft for $1 and then realized that after 10 days we would be charged $199 monthly.
We decided to continue to pay the $199 for research purposes as our online business is not to be completed until the fall.
We are very impressed with Infusionsoft and we are looking at creating a user group in Toronto in the fall for like minded users to share hints and tips.
I have been a Renaissance club member for many years and it continues to be a useful resource.
Thanks for the great tips. Maybe it would help your members if you provided a few hints and tips for using infusionsoft.