We’re continuing our discussions about lead magnets this month. Specifically, how you should follow up after the lead magnet is delivered.

Because dropping your lead magnet and then ghosting your prospect? Not a good strategy.

Key to successful impactful follow up, though, is knowing…

–   Has that person bought from you in the past?

–   Did that person buy from you during that time they were on the site?

–   If they did, what did they buy?

SUBSCRIBER HAS NEVER PURCHASED FROM YOU

If this person has never purchased from you before… and they didn’t purchase on this website visit… then consider a short series of emails sent as follow-ups to the lead magnet.

These emails can show off your tour company’s personality… share some video… answer common FAQs… build trust by sharing reviews from previous customers… and more.

I like to recommend people use the “Fibonacci sequence” when delivering a series of emails like this.  0, 1, 1, 2, 3.

Here’s an example…

–   Your lead magnet is delivered, on demand, on day 0.

–   1 day later you deliver an email with your personality, sharing your most popular tours.

–   1 day after that, you share 3 commonly asked questions (with answers!) and a video.

–   2 days later you share another great photo with a few reviews with a “what people are saying” headline.

–   3 days after that you can share your social media channels and encourage them to follow along.

SUBSCRIBER PURCHASED FROM YOU ON THE DAY THEY REQUESTED THE LEAD MAGNET

If your new subscriber just purchased from you… hooray! Now… make sure your system STOPS that follow up series we discussed above.

At this point, we want to put our “email energy” into upselling this customer. We’ll talk more about upselling in February. You know, encouraging them to extend their kayak rental… purchase the premium drink package… order that bottle of champagne for the boat.

The point here is that you don’t want to inundate a new customer (or anyone, for that matter) so just be sure to stop the lead magnet follow up for people who just purchased.

SUBSCRIBER DIDN’T PURCHASE THIS TIME, BUT PURCHASED FROM YOU IN THE PAST

If someone purchased from you, let’s say, last year… but they are back on your site to grab your lead magnet and didn’t purchase this time… it’s a golden opportunity!

You’ll send a sequence similar to the first one we mention above… but you want to let them know that you are excited to have them back! (More on this in a second…)

Listen… this is important!

If you’re just using Zapier or an export/import method to connect FareHarbor to your email system this won’t work!

The best these systems can do is tag someone with what they purchased (if that.) So you can’t tell if they bought 5 years ago or 5 minutes ago.

Can you see how CRITICAL that is to the follow up that you do?

Email marketing systems weren’t designed for tour operators… they were designed for clothing stores, banks, office supply stores…

TourAdvantage solves that problem, though. It provides a solution for tour operators by integrating BOOKING information along with email addresses…

So, you can send the right email at the right time to the right person… in order to make them HAPPY and increase your revenue by as much as 30%!

OK… back to our returning customer. What email series do you send him?

–   Your lead magnet is delivered, on demand, on day 0.

–   1 day later you deliver an email reminding him of the last tour he took with you and how fun it was. Be sure to tell him about your other tours (or how you’ve improved the one he took.)

–   1 day after that, you share 3 commonly asked questions (with answers!) that are particular to him… like how your sunset cruise is different than your lunch cruise and why he needs to try both.

–   2 days later you share another great photo with a few reviews with a “It’s even better than you remember!” headline.

–   3 days after that you can share other offerings he might enjoy like venue rentals or private packages ideal for visiting relatives, membership opportunities, or a VIP experience for returning customers.

If you want to talk more about how to set up your lead magnet follow up sequence… JUST to the right people… then schedule a call with us today!