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1 - Once worked with a client who wanted to build an exclusive community for top financial advisors.
Thus far they had used LinkedIn and Clearbit to gather and qualify a list of 700+ prospective members. Then they sent emails inviting them to join this new community.
#CMGR
Thus far they had used LinkedIn and Clearbit to gather and qualify a list of 700+ prospective members. Then they sent emails inviting them to join this new community.
#CMGR
2 - It had been 3 months and this legally ambiguous approach hadn’t succeeded.
A mass email from an unknown organisation inviting you to join something you have no interest in is almost certainly one you will ignore.
A mass email from an unknown organisation inviting you to join something you have no interest in is almost certainly one you will ignore.
3 - We took a different approach.
We identified 5 founding members and then asked them who else would be a good match. We then sent a personal email (cc’ing the person who recommended them) which read as attached.
We identified 5 founding members and then asked them who else would be a good match. We then sent a personal email (cc’ing the person who recommended them) which read as attached.
4 - Aside from ‘out of office’ and ‘bounce-backs’ replies, the emails had a 100% response rate.
You can spot the psychological appeals here. The subject line is clear enough to be opened, credibility is established in the first sentence, and it provokes curiosity/flattery.
You can spot the psychological appeals here. The subject line is clear enough to be opened, credibility is established in the first sentence, and it provokes curiosity/flattery.
5 - We could have filled the email with more content about the community, its goals, and mission. But those aren’t the kind of emails people enjoy reading. That’s what the call is for.
6 - In the call we asked prospects about their goals and vision for the topic, their passions, and who else might be a good match for the community.
Around 65% of those who received our outreach messages went on to make at least 3 posts in the community.
Around 65% of those who received our outreach messages went on to make at least 3 posts in the community.
7 - Simple lesson. Don't rush this part. Especially if the community is small in scope. Commit to do each stage of the process to the very best of your ability - delivering the best results for members along the way.
8 - You have to be great at managing a tiny community, then a small community, and then a large community. The tactics that work later in the process don't do so well early in the process.
