Return Path Flashcards
Name the 4 elements of RP
- Constant strategic communication
- Exit offers
- Retargeting
- Automated follow-up
What is minimum communication cycle recommended?1
Once a week
Besides email, what other thing does he say is essential for establishing your presence?
Attending industry gatherings
What might it mean if someone doesn’t want your offer?
They don’t need that right now, but they might want something else; offer them something else.
At which phase can you use retargeting to move people along your value path?
Every single one (not just at the start)
What is a good frequency for a retargeting campaign?
14 or possibly 30 days
What are the 5 stages of the follow-up “machine”?
- Indoctrination
- Engagement
- Ascension
- Segmentation
- Reengagement
What is the normal indoctrination sequence?
3 emails over 3 days
Name the structure of the indoctrination sequence
- Welcome and thank you, white-listing, what to expect
- One piece of best content
- Two pieces of best content
What if you don’t have your own content?
Create bonding series—share things they’ll love, that create bonding with you
Who should the emails be coming from?
A human being, perhaps the “face of the company”
What is the purpose of an engagement series?
Talk about the thing they said they were interested (by the specific LM they responded to).
What is recommended # of emails for a low-price product?
2-5
What is recommended # of emails for a mid-price product?
5-10
What is recommended # of emails for a high-price product?
7-21
What is recommended frequency for an engagement series?
Daily (or every other day, beyond that you will start to lose their attention)
What are the 3 parts of a GLF engagement sequence?
- GAIN - What they’ll get out of the offer
- LOGIC - The logic of the offer
- FEAR - The fear of not having it
What is the purpose of an ascension sequence?
Offer them something else, after they have bought
What is the purpose of a segmentation sequence?
Offer them something else, and if they want it, move them into a new engagement sequence.
What is the purpose of a reengagement sequence?
Wake up disengaged leads
What does he suggest for leads who have not responded to any email (even after a reengagement sequence)
Remove them from the list
