4 builders who never spoke to each other
Put a sequence behind the leads that went quiet
Signups who never activated and enquiries that never converted are already-paid-for demand sitting idle, and an educational sequence aimed at them revives conversations without new acquisition spend. Replying to every inbound form instantly with a qualifying template also sets a response speed competitors are not matching.
The method
- 01
Work the unactivated signups instead of deleting them: ask whether they signed up by mistake or hit a problem, put them on the newsletter for later, prune unengaged contacts regularly, and track activations divided by signups as a measure of how easy activation is.
- 02
Put an educational email sequence behind every enquiry that did not convert, which revives dead leads and gets prospects starting the sales conversation themselves.
- 03
Reply to every inbound form submission instantly with a templated email that starts qualifying the lead, which also sets an expectation on response speed no competitor is meeting.
- 04
Mail the registrants who never applied daily for a week, then taper the frequency and move them onto the newsletter.
What it returned
Witherill added one for an immigration law firm that had been doing nothing with lost leads, and it produced inbound calls and emails from engaged prospects.
Sources
- The 80/20 of Copywriting: How Copy Can Elevate Your Freelance Game In Just 7 Days - Double Your FreelancingListon Witherill · doubleyourfreelancing.com · The 80/20 of Copywriting: How Copy Can Elevate Your Freelance Game In Just 7 Days · 2015-08-28
- Marketing Automation: Sell While You Sleep - Double Your FreelancingKurt Elster · doubleyourfreelancing.com · Marketing Automation Tools · 2015-08-20
- S02 Episode 3: How to Value Your Funnel with Greg Hickman - Double Your FreelancingGreg Hickman · doubleyourfreelancing.com · S02 Episode 3: How to Value Your Funnel with Greg Hickman · 2018-05-01
- Signups ShmainupsGreg Kogan · gkogan.co · What to do with unactivated signups · 2022-01-29
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in email
- Move the audience you rent onto a list you own7 unconnected
- Hold the schedule you promised to hold5 unconnected
- Decide whether cold email is worth what it signals5 unconnected · contested
- Settle who the publication is for before growing it5 unconnected
- Open the list before the product is real4 unconnected
- Send each subscriber the thing they told you they want4 unconnected