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List Builders: How Many Contacts To A Sale?

by Jeff Williams
8 replies
There's an old direct sales mantra that it takes up to 12 visits to make a sale. You may have even seen some of the charts ...

1st contact: 2%
2nd contact: 3%
3rd contact: 5%
4th-12th: 80%

Or something like that. I'm wondering how that translates to email. I'm not wondering about opt-in or open rates. But, of your sales alone, what percentage bought on the 1st email, 2nd, etc.

Of course, I realize the numbers themselves are contingent upon niche, style, mailing frequency, and more.

But, in that intial follow-up series promoting a single product, what are your rough percentages and at what point are you seeing the bulk of your sales come in?
#builders #contacts #list #sale
  • Profile picture of the author AndrewStark
    How long is your piece of string?

    If you focus on building a relationship with your list, and demonstrate that you are an expert in your niche then then you should expect great results from email marketing - after all people buy things on the recommendation of people they know, like, and trust.

    If you just treat your list like a cash machine and send them to salespages and free offers (adswaps) then don't be surprised if the open rates tumble and sales dry up.
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    • Profile picture of the author Jeff Williams
      Originally Posted by AndrewStark View Post

      How long is your piece of string?

      If you focus on building a relationship with your list, and demonstrate that you are an expert in your niche then then you should expect great results from email marketing - after all people buy things on the recommendation of people they know, like, and trust.

      If you just treat your list like a cash machine and send them to salespages and free offers (adswaps) then don't be surprised if the open rates tumble and sales dry up.
      Totally agree with your advice about building relationships and becoming a trusted friend to your subscribers. I've just been on several lists where emails taper off after 30 days and I wondered if that was because that's when the bulk of their sales had been made to new subscribers or some other reason.
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    • Profile picture of the author lloydmc
      Originally Posted by AndrewStark View Post

      How long is your piece of string?

      If you focus on building a relationship with your list, and demonstrate that you are an expert in your niche then then you should expect great results from email marketing - after all people buy things on the recommendation of people they know, like, and trust.

      If you just treat your list like a cash machine and send them to salespages and free offers (adswaps) then don't be surprised if the open rates tumble and sales dry up.
      Yes, essentially you need to be able to build up a name for yourself "in your list", thats the only way your list becomes a good, responsive buyers list.
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  • Profile picture of the author rmolina88
    You can sell from the start, but the email itself has to be of some value.

    On my own list, I do a hard sell by the 3rd email.
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    • Profile picture of the author YasirYar
      Originally Posted by rmolina88 View Post

      You can sell from the start, but the email itself has to be of some value.

      On my own list, I do a hard sell by the 3rd email.
      Yes, there is no problem with selling them from the start. And the sample to hard sell on the 3rd email works well too. But you have to make sure you provide value to your list of subscribers, get in constant contact, and help them should they have issues or questions.
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      • Profile picture of the author Dustin Lyle
        A piece of advice I received a long time ago was that I needed to communicate 8 times, leave 8 "impressions", Let them "see" me 8 times to bag a sale.. Now, I know it happens far sooner than that on occasions, but typically 8 is the magic number..
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  • Profile picture of the author ptaylor98
    Good stats. Yes, advertising research indicates that it takes 4 exposures for someone to even notice an ad, and more to actually purchase. This seems to true for email as well as websites, banners, even radio and TV. Slight variations in ads help regain consideration.
    It's always a numbers game.
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  • Profile picture of the author retsced
    I just keep sending them the promotion until they realise it's in their best interest to buy the stuff I send. I don't send them the same promotion all the time of course, but some people just take longer to buy. Follow up is crucial. I heard it was 7 times to see an offer before it's seriously considered, but I really don't care, I just keep following up/
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