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Should I Deliver Content via Email AutoResponders or Membership Software?

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Posted 5th April 2010 at 03:29 PM by Jesus Perez

I hear this question a lot. Today I answered it for a fellow member. Below is my response.

Question: Should I Deliver Content via Email AutoResponders or Membership Software?

Answer:
I would never deliver my member content via Autoresponder or attached PDFs in an autoresponder. It's too narrowing. I would instead place it (lock and key) inside a members area. Here's why:
  1. Once they login...actually...everytime they login you can pitch an OTO, upsell or downsell. 'Nuff said. This should end the debate right here...but I'm a sucker for overdelivering.
  2. You can customize the "pitches" on your website. You see, if I send someone to a member site to get a lesson, I can customize and test the banners that appear, the testimonials, the affiliate links...the formatting...everything. I can even track and split test variations on the fly. This means extra revenue.
  3. Content is semi-secure. More difficult to share. Especially if it's drip-fed. Thieves are lazy and hate compiling stuff.
Here's what I would do:

  1. Chop up the content into weekly member lessons.
  2. Drip feed the content over time using your CMS.
  3. Setup the autoresponder to email them everytime a weekly lesson is available.
  4. In the AR emails advise them to "login" to get the lesson.
  5. They visit the lesson and see a banner for a related service or an OTO. They read and learn and logout...then...
  6. Another OTO if you want.

See where I'm going with this?
  • You're sending members to a website that you control.
  • That can't get flagged for spam. No "deliverability problems".
  • You can test, tweak and add viral elements to promote more member signups.
  • The website becomes it's own promotional beast.

If you need help with your membership site, you can reach me at http://www.jesusp.com.
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