By Gabriel Howes
How to avoid some of the costliest JV mistakes before they
1. Not sending out another mailing
Sending another mailing (to the subscribers who havenít
will often bring 50% or so of the previous response.
2. Picking the wrong mailing list
Remember the 40-40-20 rule. 40% of your response depends on
right mailing list, another 40% on the right offer and 20% on
3. Targeting visitors instead of buyers
Buyers have always been and will always be more profitable
Letís take it a step further. A client who buys from you two
times is twice as likely to buy as someone who only buys from
you once. Why? Because they have more of a relationship with
4. Not sending the endorsement e-mail through a spam check
service before rolling it out
According to research done by Time magazine, a mind-numbing
40% to 70% of all e-mail is being destroyed and deleted by
The problem with that is that a lot of legitimate e-mail is
getting eaten by those filters, including endorsed mailings.
And that sometimes means a massive loss in profits.
If you have a mailing list of 30,000 strong, that means that
under certain circumstances, 12,000 to 21,000 potential buyers
wonít even receive your endorsement.
By correcting the problem, you may be hard pressed to find
something else that will make such a positive impact on your
bottom line in such a short amount of time.
Listen, I donít know if the percentages quoted by Time
are still accurate, and to what extent, but the fact remains
that those filters are routinely destroying a percentage of
Use a good spam check service and you will increase
5. Not testing the mailing (or JV)
Testing is a risk-reducing activity. If you donít test, you
literally playing Russian roulette. Always send the test
to the best names on the list.
6. Not making it easy for clients to buy
If you are offering a high ticket product or service, giving
your clients the option to purchase with multiple payment
options or multiple credit cards can definitely boost
7. Mailing JV proposals or endorsements so they arrive on the
Mondays and Saturdays get the worst results. The best days for
your prospects to receive your mail (or e-mail) are Tuesdays,
Wednesdays and Thursdays.
8. Sending the mailing out to a desensitized client base
Many online publishers make this mistake. It seems like every
other day they have another product of the year to sell or
endorse. This eventually (and in some cases, rather quickly)
desensitizes their prospects to all their offers.
In fact, I wouldnít be surprised if some online marketers had
more and more trouble getting the same kinds of results than
they used to get. The reason is simple. Their subscribers have
not only lost faith in the fact that the list owner doesnít
have their best interest at heart, but also they will simply
avoid reading their newsletter.
That equates to a massive loss in readership.
Make it worth their time, and they will definitely take the
time to read your e-zine.
9. Sending an endorsed mailing without knowing the conversion
rate or visitor value
Some partners endorse others without even knowing their
value. They are flying blind, and usually get hit hard.
Savvy marketers wonít want to pitch their customer base more
than they have to, and they definitely wonít endorse you
they have reasons to believe that they will be successful with
10. Doing a JV with an endorser that has a small (or no)
relationship with his / her clients.
Relationships make up the biggest factor in sales.
In JV endorsements, relationships are everything. Always
partner with list-owners that have a great relationship with
their subscribers because the stronger the relationship, the
stronger the endorsement, and the stronger the endorsement,
more sales youíll make.
Copyright © 2005 Gabriel Howes All Rights Reserved
About The Author: Gabriel Howes is a Joint Venture expert.
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