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How to spend less and make more
Keep It Simple, Stupid...I was reminded of this saying the other day when chatting with a client about their sales funnelThey had a tonne of different offers, crazy amounts of segmentation in their emails, and retargeting campaigns so complex they made my head hurt.Yet for all this, their sales were, well, piss poor.As we dived into the morass of offers, segmentation and retargeting there were holes everywhere and leads were leaking out of the funnel all over the shop.Which led me to say “You need to...KEEPIT SIMPLE, STUPID”It got me wondering where KISS came from.Turns out, it came from a guy who designed jets.His name was Clarence "Kelly" Johnson, and he worked for the aerospace and defence firm, Lockheed Martin.But he didn’t just design “ordinary” jets.No, Kelly worked in their super-secret research department where they developed the likes of the SR-71 spy plane.The SR-71 could cruise on the edges of space at over 3x the speed of sound...and still holds the record for a transatlantic crossing in 1hr 54mins.You’d imagine a machine like this would be as complicated as they come.But one of the BIG requirements, was that it was simple as possible.See, Kelly knew that if you’re flying at the edge of space at 2,455mph there’s no room for shit going wrong.And the fewer the components or elements the better, because there’s less to go wrong.Keeping things as simple as possible will give you better results, 99% of the time.It’s easy to get fooled, like my client, into thinking you need a complicated, multi-layer sales funnel...but you don’t.Thankfully, the fix was straightforward.Decide on what their main offer wasWhat was their best-performing lead genSimplify email follow-up into buyers and non-buyersRe-target non-buyers via emailWith the holes in their bucket sealed, they could push every lead towards the highest converting lead magnet. Then, once they’d gone through the initial sequence, the simple split of buyer/non-buyer made things simpler and easier to track.Everyone got the normal broadcast emails and the non-buyers could be funnelled into a sequence of follow-up emails about selling them onto the program.The result?Their ad spend went down and profits went up.And after running the new funnel for a few months they had an extra £1500 in monthly recurring revenue.You don’t need complicated.You do need effective.Cut out the extra steps that some sales guru tells you that you need just because they use it in their multi-million dollar business and watch your stress go down and profits go up.Later Colin
