Follow Up: How Much Is Too Much?

It’s often been said that “the fortune is in the follow up.”  And, there is much evidence to support that.  But, can you ever do too much follow up?

Many would argue that sending an email every day, or even twice a day, is too much.  The comment that’s usually made is, “I don’t want to pester people on my list!”

So, what is the real issue here?

When you have something of value to offer your list, it boils down to two concepts:

  1. RESPONSIBILITY – If you are truly providing value to your audience, you have a responsibility to make sure that they understand how their lives will be benefited by your products and services.  When you really believe that what you are offering is of great value, you will never feel like you’re pestering your subscribers.
  2. ATTENTION – The internet is a very busy place.  It is difficult to get people’s attention.  Once you have it, you should never let it slip.  If you’re going to be effective with your marketing, you must hold your subscriber’s attention…for as long as possible.  The longer you hold their attention, the more you will build trust.  The more you build trust, the more chance you have to make a sale.  The more sales you make, the more you are making a positive impact on the world.

So, assuming you are indeed bringing value to your tribe, how deep do you want to go with your follow up?

The Answer?

You should go as deep as you are capable of!

Here are some guidelines to help you based on your level of proficiency with internet marketing…

BEGINNER
If you’re just getting started, you can keep it simple.  Just separate your visitors into 3 categories:  spectators, opt-ins, and buyers.  Do some easy retargeting to spectators, put 8-10 emails into your autoresponder for opt-ins, and treat your buyers like gold…send them separate emails guiding them, and don’t be afraid to call them and thank them.

INTERMEDIATE
As you begin to gain more skills, you can do a little more with your spectators.  Retarget them with more value, and ascend them into content that gives more knowledge about your solution.  Get better at story-telling with your email list.  Use case studies, and bring move value.  Add more emails to your autoresponder.

GENIUS
Once you really get the hang of it, there’s some great technology out there.  Use an autoresponder that allows you to segment your list.  Customize your user’s experience, based on whether or not they open your emails, and which emails they open.  Based on the content that you provide, you can learn a lot about what your audience resonates with, if you follow their actions.  Once you know that, you can create a customized experience that is sure to hold their attention.  You can even direct your retargeting to match your audience’s interests.  It’s at this point that you have the ability to really “meet people where they are” and create masterful marketing sequences!

In conclusion, just do what is comfortable for you, but remember to NEVER stop following up, and recognize that there is ALWAYS more you can do to improve.

Happy Marketing!

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Jeff Schechter

With the soul of an entrepreneur, and many business ventures under his belt, Shecky is the Marketing Director at Black Box Social Media LLC, (BBSM) an online marketing company that uses the latest digital marketing strategies, such as video marketing and pay per click marketing, to allow businesses to get found and generate leads online. Shecky is passionate about training and coaching other entrepreneurs to achieve high levels of success in their own online marketing ventures.

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About The Author

Jeff Schechter

With the soul of an entrepreneur, and many business ventures under his belt, Shecky is the Marketing Director at Black Box Social Media LLC, (BBSM) an online marketing company that uses the latest digital marketing strategies, such as video marketing and pay per click marketing, to allow businesses to get found and generate leads online. Shecky is passionate about training and coaching other entrepreneurs to achieve high levels of success in their own online marketing ventures.

2 Comments

  • Olga Huber

    Reply Reply March 27, 2016

    Love your posts, Blabs and Dive Ins (and hats)! 🙂
    On the subject of the follow up, I wonder though – I know for sure that I unsubscribe from lists if they email me too often (more than twice a week is usually my cut-off) even if the information is valuable. The main reason is that I have high volume email coming in and can only process so much in a week – if someone constantly gives me too much information I get frustrated/overwhelmed/annoyed and will eventually unfollow.
    Thought I’d share my experience – I wonder if anyone else has the same feeling?

    • Jeff Schechter

      Reply Reply June 6, 2016

      Everyone has different thresholds…we mail almost every day, and it has worked out very well for us.

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