Do you follow the standard practise when buying ad space in email lists? If you do, you are seriously missing out on the true sales potential of your offer.
The standard process used by most marketers is to firstly look for a few lists that are targeted well to their offer from the same source. They will then select the smallest list, which will be the least expensive and use it as a test run for their ad.
Providing the results are good, it is then normal to select a larger targeted list from the same source and run the ad once, expecting a similar response rate and as such more sales. Providing those results are at least satisfactory, it is then time to move on to the next list and so on, repeating the process until the ad has been run once on all lists that match your offer from the same source.
While this is a perfectly sound process that will normally result in a good profit, providing the ad is compelling and the offer is good. The real issue is that the true potential for total sales has been missed.
Remember the old saying in internet marketing that people need to see an offer on average a total of seven times before they will commit to purchase. While I do not totally support that concept, it does still hold an element of truth. You see the first time an ad is run in any email list, there are plenty of factors which determine whether or not any reader will even notice your ad. For those that do and the offer is right for them, then you may gain a sale. But if you think about it, what about all those that never gave any attention to your ad. Realistically there will still be a proportion of them that may well be interested in your offer. This is why you have to run all successful ads more than once.
Any ads you ever run on any lists where you are getting good results, you should always run the ad again. In fact you should be running the ad continually until the results are getting close to unsatisfactory. Only then do you stop.
This does not mean that you cannot move on to the next list and run your ad there as well. Do so, but keep your ad running on the first list until it is no longer worth while. Do this with all ads on all lists. Run them until it is no longer profitable. Believe me even if you got an excellent response rate on the first run of the ad, this is only a fraction of the total sales potential for your offer from that list.
Even when a list is no longer profitable for your ad, it can still be worth while running that same ad again for another trial run in a few months time. Depending of course on the offer, it is not unusual for a second run on the same list to be profitable for 3 or 4 weeks just 3 or 4 months after the first run.
