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Traffic Doesn’t Matter If You Are Not Converting: The Power of Targeted Email Marketing

Everyone knows that you can’t make money online if you don’t have traffic coming to your website. It’s such a fundamental law of internet commerce that it’s easy to read it as “if you have traffic, you will make money” — but that’s like saying if you have eggs, you have a quiche. There are other ingredients in the equation. The most difficult for a young website to master is the ingredient of conversion — convincing a surfer to click on the button that gives you money.

That’s where targeted email marketing comes in — it gives you hundreds more chances to get any given visitor to open up their wallet and give you cash. By convincing a surfer to leave you their email address and permission to use it, you’ve opened up a continuous fishing line from your hands into their wallet. Sure, any given person you send emails to might only read 5% of them and might only click ‘buy’ on 5% of the emails he opens, but it’s a game of numbers.

If you have a targeted email marketing campaign that adds an average of 500 new addresses per month, and you keep it running for five years, you’ll have about 30,000 names on that list. If 1,500 of them read any given email and 75 of them buy from the email they’ve opened, you just made 75 sales you never could have without your email marketing system in place.

And you can repeat the cycle every week or two indefinitely. 75 additional sales every two weeks turns into more than 1,500 extra sales every year — so as long as your individual sales are noticeably profitable, you’ll see the difference very quickly.

So how do you get people to give up their email addresses? Start by signing up for an autoresponder service and building a set of emails that they will receive. Theme it around some sort of relevant problem-solving information. Then add the ‘sign up here’ link to your website. If it’s getting ignored, consider adding a web presenter to point it out to passing surfers. Then it’s just a matter of building the list and keeping up with the emails as they go out.

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