Emails and the 10/90 Principle

Internet users aren’t quite as trusting as they used to be. Back in the day, 1994 to be exact, the very first banner ad to appear online was clicked on by 44% of people who saw it. Nowadays, the average click through rate for banner ads sits at around 0.1%, how sceptical we’ve become!

So, if huge brands can’t get more than 1/1000th of a person to click on a rectangle, how are you going to get them to take the next step with you?

In reality, 10% of the people who take your quiz might be ready to engage and take the next step with you right away. 

However, the majority 90%, which is where the long term success is, are not ready to engage with you right away and can take some time to commit.

This is a far reaching rule of thumb that stretches across different industries and media and is known as the 10/90 principle. 

But that’s not to say the 90% are a lost cause, far from it! The key to engaging the 90% is a simple but effective follow-up funnel in the form of a nurture sequence, sent AFTER someone completes your quiz.

The funnel goes like this:

Step 1.The prospect completes your quiz
Step 2.The prospect receives their results along with a first initial thank you email containing their PDF report
Step 3.At the end of the results email, the prospect is given the option to engage with you and take the next step. Generally, about 5 to 10% of people will take this option

The first three steps of the funnel are automatically triggered when your prospect takes your quiz. 

To capture the 90% of people who are not ready to engage we extend the funnel by following up with three well pitched, well timed emails. 

The steps below explain the aims and timings of each of the follow up emails. 

Step 4.First email sent one day after quiz completion. The aim is to wow the prospect with additional resources, tailored to their quiz score and beneficial to them 
Step 5.Second email sent two days after quiz completion. The aim is to spark a conversation by asking the prospect an open question, specific to what you do and offer
Step 6.Third email sent four days after quiz completion. The aim is to get the prospect to commit either way in terms of whether they want to go ahead with you or not. This takes the form of a nine word email (thank you Dean Jackson – if you know, you know!) The next step you are offering here could be a discovery call or similar

An email nurture campaign tells your prospect that they, as an individual, matter to you.

66% of buyers indicate that consistent and relevant communication is a key influence in choosing a solution provider, according to a study . Get off on the right foot and prevent leads from slipping through the cracks by setting up your nurture sequence today.

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