How To Buy a Click Once and Resell it 1000 Times- Part 3 List Segmentation (5)
How To Buy a Click Once and Resell it 1000 Times- Part 3 List Segmentation
(Links to all parts: Part 1: INTRO | Part 2: Long Term Money Secrets | Part 3: List Segmentation | Part 4: Bridging the Gap | Part 5: Overcoming Duplication | Part 6: Surveying and Splintering)
“List segmentation.”
Sounds like a fancy term, but it’s actually very simple—identifying the specific immediate interests of your visitors which allows you to send them offers tailored to those interests, dramatically increasing your conversion rate.
One reason why I love opt in email marketing and push notifications is it’s very easy to tag individual subscribers so you can follow up with marketing campaigns based on those tags.
It’s best to illustrate with an example. As I mentioned in my introductory email, I have a list of horny guys, some who are VERY horny guys. But horny guys like lots of different things, and some horny guys have problems others don’t.
Some horny guys are into Asian dating sites, some couldn’t care less. So, to segment my list, I’d send an email to my list with the subject line saying something like, “Prefer Asian Women?”
Then, in the email, I’d tell them to “click on the link below to meet younger Asian women near you who prefer older men.” When they click on the link in the email, I can have my email system “tag” them for “Asian dating,” and then start sending an autoresponder sequence with every Asian dating offer I can get my hands on, knowing those specific horny guys like Asian women and are interested right NOW.
There is a big secret here, one known to mail order marketers, but one less known in the affiliate marketing world. It’s this- someone who is interested in something doesn’t just buy one thing, they buy many things on the same topic. So, the best prospect to sell a weight loss program to is someone who just bought a weight loss program. People who want to lose weight don’t buy one program, they buy lots of them (until they lose interest a month later).
Note: interest fades quickly, so when a visitor indicates they are interested in a topic, you need to get offers in front of them immediately. The person who is really interested in losing weight right now probably will not care at all in three months, and won’t be responsive to weight loss offers. This is called “recency” and is very important when it comes to conversions. Get a great weight loss offer in front of a prospect who just demonstrated interest, and you have a great chance at a conversion. Get that same offer in front of that prospect in three months, and you have about zero chance a conversion.
Same thing with guys interested in Asian dating. When they show interest, they don’t just sign up for one site, they sign up for as many as they can- in other words, I’m reselling the original click I bought many times as fast I can based on their demonstrated interest (recency).
But wait, there’s more! There is a second way to tag/segment, that is even stronger. Let’s say I send that exact email to my list, and tag them when they click on the link. But let’s say my internal landing page is actually a multi-offer page with an ad for Asians, one for Russians, one for Mature Dating, etc. If the prospect clicks on the Asian ad, then I can use an API call to tag them a second time and send them to an Asian offer, letting me know these guys are REALLY interested in Asians. If they choose Russians, then I also send them Russian offers, etc.
A multi offer landing page (which I will be presenting when we kick off the contest) functions just as much as a vehicle for list segmentation as it does to make money. Let’s say I send an email to my list with a message from a sexy woman saying she has posted a new photo. When they get to the page, the prospect is presented with offers for an Asian dating site, a Russian dating site, an ED offer, and an enlargement offer. And let’s say they click on the ED offer. Not only do I have an opportunity for a conversion, I know that guy has self selected, demonstrating he is interested in ED offers by clicking on that ad on the landing page.
It is analogous to a guy browsing through a men’s magazine for the photos, but answering an ED ad because it calls out to him, and he has ED. When he clicks on the ED ad, I’d immediately tag the guy in my email system as “ED interest.” But on my presell page that shows up when he clicks on the ED banner on my multi-offer landing page, I’d have a push subscriber window to collect push notifications, tagging everyone who clicks through on that page as “interested in ED.” I’d also have remarketing code so I can chase them around the web with banners, directing them to various ED offers. I’d immediately start an email autoresponder campaign with every ED offer I can find, as well as a push campaign. He has demonstrated he is interested in fixing ED, and a prospect with that issue will buy everything he possibly can to fix that issue.
A smart network that runs internal offers (with upgraded commissions) via email and push would see the wisdom of running offers to their own internal pages in order to segment their lists so they can efficiently market to existing subscribers.
They would also see the wisdom in, perhaps, buying “pre-segmented” traffic from placements on internal landing pages (such as mine, which all pass email addresses so that a smart network is not just getting an email address, they are getting an email address with a known, specific interest) at a wholesale rate, tagging and segmenting based on banner or ad placement initially clicked. This is the way you build a tight, focused audience, presenting them with offers they have identified they are interested in. Oh, and that smart network could even sell cpc email blasts to the list they built, or clicks on a page from that list. Lots of ways to be smart.
Using internal pages in this manner is also a way to get people to identify themselves as interested in “indirect offers.” In my case, although most of the horny guys on my list are interested in women, some of them like getting gift cards via sweepstakes. By putting a banner or large format ad placement on my internal pages offering sweepstakes, it is possible to “peel off” those guys who are interested in sweeps, and market to them via push and email.
That’s the power of list segmentation—it allows you to identify the interests of segments of your audience, then send relevant offers only to those segments dramatically increasing the likelihood of conversions. So, at any given time I might have an autoresponder (push and email) running to guys who love Asians, one to guys with ED, even one to guys who love sweepstakes. I can use software like
Keep in mind I have already bought and paid for these clicks, so by using list segmentation and self selection, I am reselling that click over and over in ways not apparent at first. That’s how you generate long term revenue, long after you have paid off the click. And who doesn’t love long term revenue?
Oh, and if you are a network owner or affiliate manager who has offers my list of VERY horny guys may be interested in, let me know, either by replying here, PM'ing me, or contacting me on Skype (see signature).
Stay tuned for tomorrow’s article…
How To Buy a Click Once and Resell it 1000 Times- Part 4 Bridging the Gap
Thank you for this great series! Which software do you use for segmentation?
Thanks for sharing 
Really cool insight John! Like some others above me, I'd love to hear more about the actual programs you use to make this happen.
Also, would love to hear about any other verticals you work in and how this list strategy applies to them.
Looking forward to part 4
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