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$24k in 12 Days with Email Marketing (pics) (9)

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I've been reading through a few follow-alongs here and they're very interesting, but some start out with grand claims and never quite show results..

I have a different path to most here, I don't know ppv or media buys (I'm here to learn this specifically), and only do a little ppc (comparatively to those here.. $2-3k a month currently), but the areas I do know are affiliate marketing, list building and email marketing.

So here is my follow-along, it is all retrospect, it all JUST happened over Christmas.

A little background

This wasn't just a fresh campaign, it took me 6-8 months to build up to this event, to gain the list, and arguably 3 years in IM before this to gain the knowledge, infrastructure, big affiliate partners, and formula etc. Anyway, what I had going into this 12 day period was 60+ products all on my one main website http://www.naturalhypnosis.com , a 50k email subscriber list (approx 6k buyers and 44k freebie subscriptions), and of course knowledge of doing this sort of event for the last 3 years on other sites.. tweaking and testing the formula constantly.

The formula – an overview

We have a big web-store – a site with 60+ products, all hypnosis mp3s / cds... for every area of personal development – weight loss, confidence, motivation, memory, law of attraction, health (and we're constantly adding new titles)

An event would typically would start by inviting affiliates JVs/Affiliates to recommend our 3 free albums and send us new signups, but this event was completely free from any decent sized JV partners worth mentioning, 99% of the money came from either passing web traffic, but 90% from my list.

For the first 7 days we had a “7 day of Christmas” promotion where we had a daily deal each day, a discount off one of our albums each day. We mailed every other day to the list, and in the p.s. We teased them about which album would be on sale the next day and to come by and see how much we're discounting, or we told them there was a huge discount and to come and see which album it was for. The discounts ranged from 20% to 75%.



Every day we would also have a banner on the top of our site announcing the album and the discount that people could click too.

This 7 day sale ended on 26th December.

Next we had a 5 day sale where all of our products were discounted by 30%. Again we emailed for this – 3 times through the 5 days.

Day 1 was the announcement of the sale starting, Day 3 was an announcement of a brand new album “Let go of the past”, and day 4-5 email was a “sale ending warning”.



This 30% off site wide sale is what we have traditionally done for the last 3+ years at key sales periods of the year on our other sites, it is what we know works very well. Again every day there was a banner on the site with a live countdown on it, and into the last 48 hours it would count down hourly/minutely/secondly – during this time period is when the sales really came in due to the urgency of the sale ending – urgency is king!

The results

The 7 Days of Christmas

Day 1 50% Off “Love Yourself” $1.7k
Day 2 75% Off “Improve Confidence” $1.3k
Day 3 40% Off “Boost Immune System” (new album) $1.6k
Day 4 60% Discount Off “Be Happy” $1.2k
Day 5 50% Discount Off “Increase Motivation” $0.9k
Day 6 30% Discount Off “Attract Money” $1.7k
Day 7 50% Discount Off “Law of Attraction” $1.7k

The average order value on these days was GREATLY reduced, it was very consistently $13, compared to $27ish usually. However the conversion rates were fantastic, and obviously sales figures quite consistent (5-12% ever day - see conversion pics below). (the days in bold above where the ones we mailed out to the list for).

30% discount sale

Day 1: $1.5k
Day 2: $2.5k
Day 3: $4k
Day 4: $2k
Day 5: $5.2k

Overall conversions

The figures above might not add up accurately as they are from emails / different sources, but here is a screenshot directly from analytics - during the actual days of the sales we took in $24k.



Importantly, there was no cost of sale here in terms of advertising costs, it ALL came from our own email lists. Also important to note that the week before this we made $5k or so, and the week after we made $5k or so too – so this sales period is not an isolated, unrepeatable bubble, I am still emailing this list every week, it is still growing, and sales are consistent with an evergreen business model like this where you own the product yourself and there is constant search traffic and interest there.

Just thought I'd share this here, maybe a different type of case study and maybe give you some ideas to go in a slightly different direction – i.e. grow your lists for yourself so you can re-market into infinity rather than just direct traffic to an external offer.

However, I'm just a newbie comparatively I know some of you here are directing huge amounts of traffic, doing massive numbers, and I'm here to learn, and ideally also to keep pushing my business and stats like average order, epc, conversion rate so that I can attract bigger affiliates, the type of people who really know media buys and traffic generation.

Happy to answer any questions if you have them, thanks guys!
Dan

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reminds me of the thread earlier about another guy selling hypnosis cd's as well and making pretty good money! ha

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shouldn't you be making that kinda money each month regardless? you have 44k ppl on your list.... sell them.

why dont you just run a 4 day cash machine for each niche 1x a month?

duh.

game over.

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Can't see anyone else talking about hypnosis here at all from a forum search - maybe it was me?

We do, not quite this much, but make decent enough every month yes, and yes have other promotions, but this was a lot heavier. Can't do it constantly as otherwise people don't purchase at full price. Don't want to train them to be ONLY discount buyers, want them to know that when we do big blow out sales they are one-off and won't be repeated constantly...

..but saying this yes, at the minute we are still growing our product range and we launch new products every month, discount them for launch for a limited period and this works well - been working on the site for 1 year, but only online for 6 months, so happy with the revenue so far and a lot of room to grow... and 44k list isn't all that much, we think we can get to 300k this year hopefully after a similar event in May (but this time with JV partners mailing).

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well you remove them from the prospects list so when they buy, they dont see the emails anymore. also just give a reason for the sale.... like valentines day sale for love cd. or summers coming sale for weight loss cd.... etc.

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Yeh, this is almost exactly what we do tbh, summer sale, easter, christmas, thanksgiving, "birthday sale", occasional email blasts for no real reason with just discounts... and any of these that work well go in our auto-responder - do this across 3 sites, not just this one, 2 that sell subliminal cds / mp3s in a similar format too. Our businesses are all heavily driven by our email lists and the power of re-marketing, without them we'd only be making 10% of what we do.

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lol Dan I'm on that mailing list of yours! Good CDs!

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Awesome case study, Thanks! I love seeing the other side of internet marketing, so your lists are built through SEO and JVs? The site is only 1 year old?

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We've been in business for 4-5 years, we have 3 main sites, all to a similar format (2 other subliminal stores with 250 products on them), so we know the web-store format inside out, and yes, they are primarily built to best practice seo standards and we build links to rank them.. at least this was our primary traffic source in year one.

Year two we started buying ppc traffic from google, and grew our list to 5-10k. Around this time we started getting JV offers, our first one sent us 4k new subscribers and we never looked back. Spent the next 2+ years JVing every month with new people, building relationships so that now, 3 years on we were in a situation where we had:

2 sites, with 100k subscribers, 3 years worth of partners (about 25 good ones who stuck with us), and a new site to launch. We launched it with a big "frank kern style launch" in August, and acquired about 40k new subscribers for it instantly... The JV formula is such that you can keep working with bigger and bigger people and grow faster and faster relatively speaking. Our future list growth plans are two-fold:

1. To do this launch formula again. We are now at a size where some of the biggest people in our industry consider us a good source of traffic and will mail back for us. Last time we grew by 40k subscribers from 25 JV partners, there are some people out there who will work with us now who can single handedly send us 20-50k subscribers.

- To learn media buying (here and elsewhere online) so we can grow our list faster and don't have to strictly rely on JVs - I can easily pay $1 per signup (http://www.naturalhypnosis.com/l/free-hypnosis), probably more. Also, as part of this plan we want to show our stats and successes and work with a small number of larger affiliates who drive traffic through media buys and alternative ppc networks - who are experts in this area, and hopefully we will be able to pay (by private invite only) $x per signup ($1? rolling scale based on quality / volume?) to these affiliates rather than the 50% per sale commission we offer as standard - CPA seems to be more popular with most larger affiliates I think.

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