The Ultimate Open Rate

How To SYSTEMATICALLY Increase Your Internet Driven Sales by 20-40% of the Same Exact Leads You Have Now

A Lesson From Victoria’s Secret®

Hi, this is Scott Hallman and welcome to this week’s Profit Tip™ on The Ultimate Open Rate™. What the heck is this? Let me explain because it can easily add 20% or more to your sales conversion rate.

In working with so many clients that are now utilizing the Internet to generate sales from their email list, what I find is that they are “singularly” focused on using the Internet exclusively to convert these leads to sales …and this guarantees that they will miss out on 20-40% of the potential revenue from these same prospects.

Let’s use a typical scenario to illustrate how most entrepreneurs market to their prospects. In this case we will profile ABC Retail Company. Here is the process:

• An email lead is received in response to someone visiting their website – perhaps to sign up for a newsletter or get a free gift or a trial offer of some kind.
• They build a list of these “leads”.
• They then either send out periodic emails or use an autoresponder system to send out a series of emails to try to convert the prospect into a purchaser.
• If they are more progressive, they send them drip via email forever or until they opt out.

The end result is a certain “conversion rate” from leads to sales. In Figure 1 we assumed that 10% actually opened the email to see the offer, and of those, 2% purchased a $1,000 item.

ABC Retail Figure 1

Hey, sounds pretty good!

But We Know That Repetition Produces Results

What if many people on the list did not see the first email? No worries. ABC is a smart online marketer and so they send several emails to promote each product they launch so that they maximize the number of people that see or hear their offer.

Because of this, they tripled the number of people that on their list that actually see and open the email to learn about their incredible offer (see in Figure 2). And this tripled their revenue!

Some entrepreneurs do this follow up routinely. So we will call the $30,000 in revenue the “baseline revenue” for which The Ultimate Open Rate™ is challenged to improve.

ABC Retail Figure 2

Again, pretty good…but far from The Ultimate.

If You Rely Exclusively on Email to Convert Internet Leads, You Are Literally Leaving 10’s or Even 100’s of Thousands of Dollars of Profit on the Table.

One big mistake so many business owners make is to assume that all prospects respond to the same medium in which they originally used to reach them.

The Ultimate Open Rate™ refers to the total number of prospects that ever see (or hear) your message. It is obvious that if they never see it, they will never buy, right? So the goal is to achieve the Ultimate Open Rate™, which is getting the most people to see or hear your message and offer…make sense?

In the ABC example above they have likely exhausted the number of people on their list that will open and see their emails on this particular campaign. In their case, this is 30% of the list or 1,500 people. But what about the other 70% or 3,500 people that never have seen or heard the offer yet?

Well, many may be uninterested based on the subject line and therefore never buy, even if they did read the email or web page. But a bunch of these 3,500 will be interested. It is just that they never read the email due to email overload or it going into junk mail.

Victoria’s Secret® Gets It and Scores BIG

Victoria’s Secret® understands this pretty well. Let me use a personal example to illustrate …no not for me…it is about my wife. She has placed orders from Victoria’s Secret website. So, like a good marketer, they put her on their list and start regularly mailing her. But my wife never opens those emails because she prefers to browse the physical catalog until she sees some clothes she likes for her or my daughters.

Victoria’s Secret mails a catalog, via snail mail, or a regular basis. In other words, they use more than just email to reach their prospects and customers. And since they have been doing this for years and send tons of these catalogs out, my guess is it is pretty lucrative, to say the least.

They Will Buy If Given Half a Chance

If you can reach the remaining people with your message and offer, you likely can convert them at a similar rate to the people that read the email or web page.

YES! You say but even if I sent several other emails, they may not see them and I will annoy the rest of my list! I agree. So this takes us to Step 2 of the Ultimate Open Rate Formula, reaching them with a 2nd form of marketing. We will use a phone call for this example.

Since 1500 have opened your emails, you only need to call the 3,500 that have not opened at least one email. So the cost is relatively small (we will assume they are consumers and therefore we can call them with a broadcast system at a cost of $.05-.10 each).

Let’s assume that you were able to get 10% of the 3,500 potentially interested people to speak with you or visit your web page, after calling them twice (assuming you have captured phone #’s). And further, let’s assume that 2% of them purchased. That would generate an increase of $7,000 or 35% in revenue (See Figure 3).

ABC Retail Figure 3

* Of the 5,000 on the total list

That’s a 35% Increase in Revenue!

By using just one other form of communication to reach the prospects with their message, ABC was able to scientifically increase sales by 35%.

If we continued with this example, using other forms of communication, we could likely increase the baseline revenue results by another 10% or more (and with little risk if you use the scientific testing we teach you which will eliminate the risk before chunking down this money).

Go Profit!

Scott Hallman