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The Mini-Flood Factor in Internet Marketing

June 4th, 2009 by Bob Bly

Here’s a secret working Internet information marketers all know that newbies don’t: you will know within the first 10 minutes whether your e-mail marketing message for that day is going to be a winner or a loser.

For instance, let’s say, for your list, your successful e-mails generate, on average, 50 to 100 orders within 48 hours.

If an e-mail is going to be successful, you will get 5% to 7% of your orders within 10 minutes or so after you distribute the e-mail to your list.

Therefore, if you check your e-mail 10 minutes after the e-mail distributes, and you find half a dozen or so orders have come in right away, the e-mail blast is going to produce nice sales.

On the other hand, if 10 to 15 minutes pass and you have no orders … or just one or two orders … it will probably be a bomb.

Every e-mail marketer looks for a “mini-flood” — a group of immediate orders — a few minutes after distributing the e-mail.

We know if there’s a half a dozen orders we’re all right, but if there is none or one, we’re going to take a bath that day.

Nobody writes about this, as far as I can see, but everyone I talk with acknowledges it is so.

Have you had similar experience? Or are early orders not a real indicator in your business?

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This entry was posted on Thursday, June 4th, 2009 at 11:36 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

23 responses about “The Mini-Flood Factor in Internet Marketing”

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  2. Brett Owens said:

    Yes, absolutely have had similar experiences recently.

    When we’ve had winning promotional emails go out to other lists, our website starts buzzing right away, and the software downloads and inquiries are not far behind.

    If it’s a loser…crickets early, crickets often, for sure.

  3. Morgan said:

    We sell mainly high-ticket B2B items that typically have a long buy cycle, so our mini flood is actually more of a steady trickle.

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  6. Glenn Livingston said:

    Hi Bob, it’s Glenn Livingston.

    You’re right on the money. The only variation I’ve seen is if when I’ve been foolish enough to send my email out during my market’s “down time” (which is about 9:30 am to 11:30 am most weekdays). If I send a message then it’s possible I won’t get any orders in the first hour, yet still do reasonably well on the email.

    But since most marketers learn their market’s downtime quickly and stop sending then, I think your rule holds nicely across 99% of email situations.

    Love you blog …

    Dr. G 🙂

  7. Email Marketing Guru said:

    I just got a copy of http://ePostMailer.com and I would recommend to anyone who needs to send out an opt-in email mailshot. Its the best free desktop based email marketing software I have used so far.

  8. Jason Leister said:

    That’s interesting Bob. Ben Suarez has a formula in his Seven Steps to Freedom that is similar when dealing with offline promotions.

    I don’t have my copy in front of me, but I THINK it was over a period of 7 days that you could accurately predict the success of any promotion. But I never saw anyone put numbers together for online stuff.

    In my experience, I guess it depends on the market.

    I work in some markets where it often takes several DAYS just to get an email read. To me, that’s crazy talk… but the numbers don’t lie. The folks just don’t check their email every second like we do.

    Thanks again for the post.

  9. John W. Furst said:

    Bob,

    Almost like a ATM cash machine if the particular campaign is a winner.

    I have included your post in my email marketing tips blog carnival edition 18 as “editor’s pick.”

    Just wanted to let you know. (I finally should upgrade my blog software, because it’s always a hassle with the trackbacks.)

    Thanks for your insight and sharing.

    Have a good week.
    Yours
    John

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