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Evidence for Sending Multiple Marketing Messages

When you make an offer to your audience, it pays to repeat the call to action.

That is pretty much accepted as truth by most marketers. As we know, marketing is about doing simple things right, and this is a very simple thing. But in case this is news to you, here’s some evidence.

Last week, I ran a short (3-day) offer for my “How to be #1″ niche marketing ebook.

In the end, I sent out three emails, each to 21,000 subscribers. They were all short and simply linked to the offer on my home page.

Here’s what happened…

Email #1, November 7th, 10 sales

Between the time I sent the first email, and sending the second one (just over 24 hours later), I made 10 sales of the $49 offer.

Email #1, November 7th, 10 sales

Email #1, November 7th, 10 sales

Email #2, November 8th, +19 sales

Between sending email #2 and email #3 (21 hours later), nineteen customers took up the offer – almost double the sales from email #1.

Of course, many of the people who bought after receiving the second message will also have received the first one. Some of them may have been intending to buy anyway.

But it is telling that nearly twice as many people bought after the second message was sent out.

Email #2, November 8th, 19 sales

Email #2, November 8th, 19 sales

Email #3, November 9th, 28 more sales

Fascinatingly, after I sent my third and final message, I got 28 more sales – 9 more again than bought after two messages.

Email #3, November 9th, 28 sales

Email #3, November 9th, 28 sales

Conclusion

Sometimes, we need more than one stimulus in order to be bold enough to take the action we’re offered.

Sometimes, we just don’t connect emotionally with the “hook”, or the reason given. But we may connect with a subsequent alternative angle.

So, if you want to sell something, repeat the call to action.

Repeating your call is proven to boost conversions. Simply giving multiple pokes can help nudge a prospect over the line. And it can also help reinforce the prospect’s perception of YOUR conviction in the offer. So be bold and confident, and — if you genuinely believe in what you’re selling — tell your prospects again and again why you think they should accept your offer.

This applies to calls to action on a sales page just as much to a sequence of email messages. My tip is to have a call to action above the fold, for those who are almost immediately ready to buy. Don’t make them scroll all the way to the end. And keep repeating the call to action.

On the flip side, every time I send out a marketing email like these, I get unsubscribes. In fact, some people unsubscribe whatever I send out.

  • 34 people unsubscribed from email #1
  • 29 from email #2
  • and 32 more from email #3

So each message resulted in a similar number of lost subscribers, but each time I repeated the call to action I made more and more sales. So I would say that the repetition was more than worth it.

About the author

Ben Hunt

Ben is the creator of Web Design From Scratch. He started writing articles about web design to kill time on a long train commute, and is now one of the most influential figures on the subject of effective web design. He has written three books and spoken at multiple conferences internationally.

Derek - a couple of years ago

I’m curious if the unsubscribes are from recent subscribers where the first “sales” message from you makes them cancel.

Do you have any data on the length of subscription for those who cancel?

    Ben Hunt - a couple of years ago

    Hi Derek. I don’t have that data, unfortunately, as I clear out unsubscribed accounts every few days. But they tend to be at least 75% from 2012.

    I don’t go too deep into reasons why people may unsubscribe. I do know that it’s important to keep a balance between giving and taking with email lists.

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