Email nurture sequence. We all know we need one. We may even have spent time writing them or paying someone else to write them.
The question is, is your nurture sequence doing its job?The question is, is your nurture sequence doing its job? Click To Tweet
And how can you tell if it is or isn’t?
Measuring the results of our nurture sequence is an essential part of our business, and one that is often overlooked. Even by people who have been marketing on the internet for years!
The first step in measuring the success of your email nurture sequence is to define what success would be, right? I mean, if we don’t know what success would look like, we’ll never know if or when we achieve it!I mean, if we don’t know what success would look like, we’ll never know if or when we achieve it! Click To Tweet
So, defining what a successful nurture sequence will look like. Let’s start there.
A successful nurture sequence should:
There are an almost unlimited number of ways you can do this. Regardless of how you do it, you need to be friendly. Approachable. Open. And, if you can, vulnerable.
Let your subscribers get to know you. Allow them to see who you are. You are building a true relationship with them. The more genuine you can be, the stronger the relationship you will build.
This doesn’t mean every email or article needs to be a personal expose. Quite the opposite actually. You can build that relationship by being yourself in everything you write. Your readers will be able to tell if you’re faking it.
So if you don’t know something, say so. If you’re struggling or discovering new things, share that too. It’s that transparency and honesty that will build and strengthen the connection you have with your subscribers.
It’s surprising how often I hear people tell me their nurture sequence is designed to nurture people to buy.
And while that may be a part of the goal, it is more a result of the actual goal.
If your primary focus is getting your subscribers to buy, they will sense that. They’ll feel the pressure of the sale and pull away. It will not only hamper your sales, it will get in the way of building your relationship. And that will have long term consequences.
So, the true goal of the nurture sequence is to build a relationship.
Now that you’ve defined what a successful nurture sequence does, it’s time to take a look at measuring success.
Each business is slightly different, so here are a few things you might want to measure to see how your nurture sequence is stacking up:
By tracking these numbers you will get an understanding of how your nurture sequence is working. If people are engaged and feeling connected to you they will be engaging with you on some level. They will want to stay on your list to “hear” a friendly voice. They will respond to you and click on the links that you share.
These numbers are critical to truly understanding how your emails are working. They will help you get a feel for how what your list thinks of you. They will give you a visible measurement of how connected your subscribers are to you.
How often you track these measurements is up to you, however we recommend checking them at least weekly on a basic level, and going deep into your numbers on a monthly basis. If you have a team, weekly meetings can be a great way to stay on top your numbers.
If you are solo, set a time in your calendar to look at your numbers. Make an appt with yourself that you make sure to keep. Block out the time as busy so clients can’t book time during these appointments.
I know, I know. You are nervous about turning down paying client time in favor of looking at your numbers, something you can do anytime.
The thing is, you won’t. Very few people will look at their numbers without a scheduled time to do so. That’s because there always seems to be something more important. Something more pressing.
There is very little you can do in your business that will make a greater impact than knowing your numbers. It may not feel active, or client facing, but the numbers you are tracking will define what you do with your active time. They will direct your future movements, and will tell you what you need to do the same or differently to create a larger impact.
Now that you have a good handle on your nurture sequence, what it’s supposed to do, and how to tell if you’re successful, it’s time to go do!
Take a few minutes now and block out some time in your calendar. 30 minutes once a week and an hour once a month ought to do it. Set up recurring appointments with yourself and/or your team to review how things are working, and what you need to do more or less of to reach your goals.
The next thing to do is take a look at your measurables and figure out how you are going to measure them. What information will you need access to each week and each month to be able to evaluate your success? How will you access those numbers? Do you have a plan for keeping your measurements up to date?
If not, take some time now and set that up. Set up a way to track your opens and clicks, a method for monitoring your list growth and attrition, a process for keeping track of responses you get to your emails, and of course, a system for measuring your sales.
Once you have the systems in place, and are making sure you track this data on a regular basis, you will be able to confidently answer whether or not your nurture sequence is working. And, more importantly, you’ll be able to identify areas that can be improved and begin to see immediate change.
If you’d like to meet with us to discuss your reporting and tracking systems, and get some great ideas on how you can get more actionable data out of your software, schedule a FREE, NO STRINGS ATTACHED, strategy session with us today. http://www.scheduleyou.in/dvJ3R5CKM
Are you listening? I’m about to share one of the most important secrets of business with you. It’s not often talked about, and even less often is it accepted.
Are you ready?
Technology is not perfect.
There is no software on the market that is perfect and flawless. It doesn’t exist. And the pursuit of it will do nothing more than make you crazy.There is no software on the market that is perfect and flawless Click To Tweet
Because again, it doesn’t exist.
So, let’s talk about this. Why it doesn’t exist, and what to do about it.
There are thousands of software programs out there, and any one business can be using dozens at any one time. In order for all of these to work, isn’t it critical that they operate according to plan?
Well, sort of yes, sort of no.
Let’s talk about a critical piece of information that is often forgotten when dealing with software and, for that matter, hardware.
It is developed by humans.
It runs on computers built by humans.
It communicates on a internet network that is maintained and upgraded by humans.
You see, regardless of the name of the software, the function it’s supposed to perform, the price or age of the software or anything else…it is still developed, built and maintained by humans.Regardless of the name of the software, the function it’s supposed to perform, the price or age of the software or anything else…it is still developed, built and maintained by humans. Click To Tweet
And that means it is imperfect.
So, knowing that, what can we do to keep things running amidst the imperfections that will inevitably affect us at one point or another? What do we do when a software we purchase doesn’t work as we thought it would? Or when an existing platform we rely heavily on is eclipsed by an up and coming competitor? Or when something breaks in the middle of a critical launch and things go haywire?What do we do when a software we purchase doesn’t work as we thought it would? Click To Tweet
There are several things you can do to prepare for this if it happens, and deal with it when it does. Let’s look at each of them.
Have a sense of humor and levity about things
Yes, I know, I know. This is tough. It is perhaps one of the most difficult things to do, and one of the most important. Let me explain why.
If something breaks during a launch, for instance, and you begin to panic or get upset, a number of things happen, most of which will make the situation much worse.
When you keep calm you have many more resources available to you. You are able to reach out, resourcefully, to your team or colleagues to explore solutions. You have more of your problem-solving skills available to you instead of your adrenaline and fight or flight response.
You are less likely to make a decision or change based on emotion, and more able to think logically about all of the potential risks and benefits to making any change.
You are able to more clearly communicate the issue to your team and find solutions that will get things working again. You are able to consider the immediate and long term consequences to any choices you make, giving you the chance to find the most stable and effective solution to your issue, allowing you to get your launch live again and working smoothly.
By maintaining a sense of humor and levity you are able to counteract the initial adrenaline filled panic response that naturally comes with a break in a system. It is a way of inoculating yourself against all that comes with panic and frustrations.
Have a backup plan for broken technology
Launching a new product or service? Do your revenue goals rely on this launch being successful? Scarier yet, does your ability to stay in business rest on making a certain number of sales?
If so you can’t leave anything up to chance.
So, when the success of something involving is technology is critical, have a back up plan.
For example, a while back Clickfunnels had a huge issue. Their site was down. Like, the entire Clickfunnels site. All of it.
And everyone’s Clickfunnels sites were down along with it.
This meant no emails went out from any Clickfunnels account.
Including from Clickfunnels!
Subscribers and users got no notification about the outage and took to social media. It was, quite frankly, a nightmare. And part of the nightmare was because nobody got any notice that things were broken for a good 45 minutes or so.
Finally Russell Brunson, founder of Clickfunnels, did a Facebook Live video and explained that the Amazon S3 servers had been down and his team was working with them to fix it. He also explained that he hadn’t sent a notification email because he, too, used Clickfunnels and he wasn’t able to send out emails.
Unfortunately, by then dozens, if not over 100, people had already taken to social media in a panic wondering why their launches were stalled and they had no information about why.
Now, I am all about drinking the Kool-Aid and using your own products and services. I wouldn’t run a business any other way.
But…I wonder how differently it would have gone if Clickfunnels had a backup file of their contact list with a way to email their list if necessary. I wonder how much happier their customers would have been if they had gotten some communication as soon as the problem occurred.
I also wonder what would happen if something awful happened in tech and they, for some reason, lost all of their email list. Do they have a backup? I know their database is huge, but it is also their most valuable asset. Do they have a backup plan?
Have a tech attack team on standby
Whether it’s someone on your team who is great with tech problem solving or it’s someone else you contract for the job when you have a launch or important sales even coming up, you need someone whose tech skills are strong enough to research and identify the problem, and ideally someone who, even if they can’t fix the problem, can help figure out what kind of solution is needed.
You also need someone who can fix technological problems when they do come up. Because they will. I have seen very few launches and sales events that go off without a hitch. It just doesn’t happen. Things come up, people have issues that no one could anticipate, sales go so well that fulfillment plans need to change.
Any number of things can come up that will require updating things during your launch. If you are ready for it, it won’t be a big deal when it happens. Be clear with your team about your expectations of them during this time. Let them know what you expect in terms of communication, responsiveness and hours of availability.
Don’t leave anything up to chance. Get clarity prior to your event, so there won’t be any reason to panic when things matter the most.
Consider what you will do if the event isn’t successful
I have worked with dozens of entrepreneurs who have a launch that has to be successful and if it isn’t the business may fold. They may have to lay team members off, stop taking paychecks themselves, or even close their business.
That is an insane amount of pressure to put on a single event.
So, in your early planning stages, consider what you will do if your event isn’t successful. If you don’t reach the sales you need to, what will you do? Will you truly have to lay people off? Will you honestly have to stop taking paychecks? (I have seen this more often than you want to know about) Or, worst yet, will you actually have to close your doors?
Get honest with yourself about the consequences if you don’t reach your goals and your event isn’t successful. What could happen?
And make a backup plan if needed. Whether it’s a second event, or another sale, or outreach to a JV partner, a business loan, or something else, know what the consequences are and what you will do if the worst happens.
Don’t blame your team, keep the focus on solutions
It’s natural, when something breaks, to blame the person who put it together. The problem with this is that it keeps your in problem mindset, rather than in solutions mindest. That means your energy will be spent thinking about the problem instead of figuring out how to fix it.
Once the problem has happened, let’s be honest. What matters more during your launch? Who created the problem or fixing it?
You can save the blame piece for calmer times after the launch or sales event. Once you’ve completed the launch you can spend the time and energy to determine if the error was caused by someone on your team or if it was completely out of your control.
Whatever the cause, you can be sure everyone will be more resourceful if you are leading the team with a solution oriented approach your team will follow suit. If you lead with a blaming mindset your team will also follow suit.
Where do you want their energy spent? On figuring out who made the mistake and trying to save their own skin, or on finding and implementing a solution to the problem?
Once you’ve set these things in place, you’ll be prepared to deal with anything that may come up. If your technology breaks, or something stops working, or your servers crash…whatever problem plagues you, you’ll be ready to deal with it.