Welcome to The Ecommerce Alley podcast, where we believe that great brands are built on passionate leadership, smart operations, and of course, powerful marketing. I am your host, Josh Coffy. And today we have a very special guest, the woman, the myth, the legend Maja Neidert. Now Maja is my business partner and we have known each other for many, many moons at this point. And she basically runs the business over here. I'm just the good looks in comedy.
But today we're gonna be talking about the second pillar of the marketing operating system, and that is funnels and communication. Maja. This is our first podcast officially together. Isn't it gonna be fun? Very first one, the very first one. Oh man. Yeah. So Maja and I have actually known each other for a long time and she hails all the way from the European side. Now tell everybody where are you from? I am from lovely small Montenegro, a small little place in Europe. If you ever have a chance
to visit, please do. Um, and I'm here most of the time where, well, actually that's not true. I spent like six months here, six months in the us, but, um, yeah, it's. It's been good. And if you've never heard of Montero or never been there, absolutely beautiful. Actually I have, I've been to a lot of places in the United States. I haven't been a ton outside of the states.
I've been to several places in Europe and Canada course down in south America a little bit, but I will say that Montero is probably the most beautiful place I have. Uh, I have ever visited because all the seaside, but yes, the seaside is so beautiful. Mine has a place, actually the seaside, she Airbnbs just like, um, Kelsey, my wife and I. And uh, so if you've never been there, you have to go there, but we're not here to talk about Monte Neron tourism. That'll be another podcast
episode. although we could, we could probably sell it really, really well. We should probably get paid to, to promote it, cuz I'm pretty good at that. Um, today we're gonna be talking about mine are gonna be talking about, uh, the second pillar of the marketing
operating system. Now the first pillar, if we're thinking about the marketing operating system is your website and there are three pillars and we believe that in order to have a well oiled, profitable business, you have to have a system of, for your marketing. And so our MOS is what we call the marketing operating system is like a triangle. So imagine a triangle with three different tiers. And that first foundational pillar is your website, which we've already had an episode on
that. So if you haven't watched that yet, go back and watch that. But your website is where you sell your products without a website, your business will not succeed. If you're in eCommerce, you have to be able to sell your products. Now the second level is funnels and communication, and that's what we're gonna be talking about today.
And so when we're talking about funnels and communication, and we're talking about what we're talking about, acquiring or growing our database of either leads who have not yet purchased something or growing our database of customers and the best way to do that is typically through a funnel. And so today Maja and I are gonna talk about, um, probably one of our favorite ways to do this. And that is, uh, the funnel is going to, to be a giveaway campaign.
And I'm just curious, like out of all the funnels we run, what, what would is, I, I know that that's probably one of my favorite, but like what are your thoughts on giveaway campaigns as a whole? Oh, I absolutely love them. Like you said, one of the favorites, the, the second one is the, the free gift fun, which I will not talk about quite yet.
That's gonna be a whole new episode on this, but, um, giveaways are just such a powerful way to grow your list and, and boost their revenue that, that, and they're fun. They're always fun to run. People love them, um, generate sales. So absolutely one of my top campaigns and how. Yeah, and I think the other thing too, is like when we think of funnels, the, the immediate thought most people will go through is, is selling a,
is selling a product. And, um, I think when we do that, one of the things we forget is we forget that lead generation is important and it's not just something for, um, business to business organizations. E-commerce brands need to be growing their email list because email attributes to, I mean, what's the percentage of revenue email typically generates, would you. Say, oh, we we've seen it go from like 40, 70% of your email, like if of your revenue and yes,
absolutely. I hear a lot that, you know, e-commerce thinks that it should only be sales. However, you really need to play that email marketing game as well. And then always have Allegiant campaign going, if nothing else then just for the sofa that your email list that you currently have will lose around 20 to 25%, um, throughout the year. So you need the system to replace it and it replaced with good targeted.
Leads. So you're saying if I had the exact same list and I just hammered them and never go through it, eventually that list would deplete. . Very fast. Yeah. Now these people would unsubscribe because you're, you're hammering them too hard, but also because they're not doing much to grow it and just people lose interest.
Yeah. And so I'm, I'm curious and, and, and I'm gonna, I'm, I'm curious, like if I'm a business owner and I own an eCommerce restore and I'm hearing the idea of giveaways, and I know a lot of, uh, I've heard from so many people that, you know, so many skeptic, so much skepticism around giveaways and the quality of the leads and so forth, but overall, why, why do you recommend giveaways, giveaway, funnels as part of a marketing strategy? Overall. I see it as, as a big win-win campaign.
Like your audience is gonna love it because everybody likes a good set of free step. Now, not just saying any free step, we'll talk about it in a second. But for you as a business owner, you're gonna explode your ML list if you do this right. And you're gonna do that with targeted leads and people who are actually interested in what you have to offer, which is the biggest reason to do this long play.
Obviously it's boosting revenue and sales, but it is a Legion campaign that then, um, you need to rework into sales line, I guess. Yeah. So like, give me just GI give us the rundown. Like if we, if I was starting from scratch, like, and I'm looking at the marketing operating system, I'm saying, okay, I have my website and now I need to build I'm, I'm starting to, to build a funnel or funnels and I need to communicate to those funnels, to those people in my
database. Give me the rundown, like the rundown for email campaigns in general. Like what does that actual funnel in communication look like. For this specific campaign? Well, you would first need a, some sort of a landing page where you are gonna talk about this giveaway and, um, tell them what you're giving away and capture their email and exchange for an entry, right? Then you won the game of by as much as possible to make it fun for people to participate and share.
So you can get that viral aspect of it because your goal is not only to get people in it's to get them, to refer other people to your list. And this is where it gets extra fun. Cuz you get to expand your circle beyond just the people you're starting through your ads. Um, and then you need that learning a tool you're using gamify it. And then at the back end you need, um, a robust email system of nurturing that leads into sales.
So those would be kinda like an overview of how the solve, um, something looks like. And like if you didn't have a list, would you recommend doing this? Like, is this, is this for someone that already has a list or doesn't have a list? Oh this is for anyone. Like I hear that a lot. And people will say, well, I, you know, I don't have anyone on my list, how this is gonna work. There's no better way for you to throw your list quickly,
as long as you do it. Well, like you mentioned a lot of people as skeptic and just doesn't this is gonna work or they tried doing this, but they, um, acquired not the best quality of leads who didn't really purchase. And the problem is set up. Like, did you do it the right way? Did you offer the right price to the right people? Did you do right audiences?
And you were talking, um, when you were doing your ads, but when you do it right, I would say that even, and if you're just starting, this is an excellent way to grow your listings. Exponentially. Yeah. I think that, I think that, um, this is one of the largest, really one of the largest components of it is the offer. And I know we're gonna talk about that in a little bit. Um, but if there, if, if with a bad offer, you're gonna get bad leads with a good offer,
you're gonna get good leads. And if you have a good process to this, you're going to be able to run profitable giveaways and your list will grow. . I mean, I, it's unbelievable some of the, the list growth that we've seen. I mean, we've had over, um, we have, we have a that we actually teach people how to do a lot of this and we've had over 500 brands go through it.
And I, I don't even know how many, how many total leads have been generated, but like, what are some of the results that, that you've seen? I know people post in our group and, and we've run so many campaigns at this point, but like what kind of results can you expect from giveaway campaigns. As long as you did well and structure your offer. Good. Um, and what we mean by good offer is, is not, you know, giving someone a trip to Hawaii. Like if you're a travel agency. Sure.
But it is, if you structure someone, if you build something that that's really related, which you're doing, uh, and you do this the right way can go pretty far. Like we've seen, uh, clients who had almost nobody on, on their list grow four, 5,000 in just a matter of two weeks. Yeah. And I actually, one of the, uh, you know, it's funny the other day, um, we have people that go through, um, our giveaway bootcamp all the time and I just received an email.
You don't know about this, but I received an email from someone two days ago and they were 10 days into their giveaway campaign. And their goal was 300 email subscribers per day. And actually that is the, that is the title of this podcast because on average we see brands grow their email list. Mm-hmm by 331 email subscribers per day. Um, and that was based on a case study
that we had done. I'm sure if we, it, and now those numbers would be different and probably even higher because, because, uh, our processes and our teaching and how we go about it has just improved dramatically. Um, but I received an email a couple days ago from somebody that actually did this. And they were at almost 7,000 emails. It was like 667, I'm sorry, 6,700 emails. And they were 10 days in to their,
their two week giveaway. Um, so they were averaging over 600 emails a day with their giveaway. I mean, it's, it's, it's super powerful. It's. Incredible. It is. It's incredible what you can do as long as you do it. Right. And I think we need to explain what doing it right. Means, you know, so we can overcome all of, all of those, um, negative thoughts around it, you know, like, oh, I'm just getting people who want, you
know, freebies or gen subscribers. Well, you need to think about your offer first. And it works whatever industry you are in. Like if you're, um, in apparel company, if you are a houseware and if you're something that has millions and millions, um, or people into their audience, this works as well as if you're in something very niche, we've seen it happen and we've seen results. Um, and So I think the most important part is deciding what your offer is and how are you going to target people?
Because everybody wants an iPad. Everybody wants cash. Everybody wants, you know, very general rewards. That's gonna bring you very, very general leads. So, um, structuring it properly in terms of how do you craft a good price for your audience is the number one step to success. And I honestly think keep the success like with proper ad targeting, if you have a good offer, it's, it's a Bulletproof way of, of generating really good leads.
And, and we actually offers are probably the, one of the most overlooked parts in my opinion of all funnels. Um, I think that like, even in, in, I I'm a, if you don't know Maya and I, I'm a paid traffic junkie, like I love paid acquisition. It's like my, my area and Maya is huge into a lot of communication, email and SMS and all those different things for a lot of our clients. And one thing that we talk about all the time is the fact that you have to have
a good offer. It's not just selling a product. Like you have to have an enticing offer, not even on holidays. Like holidays are one thing, black Friday, cyber, Monday, Christmas, all the, all those, all those key moments are important, but you also have to have offers throughout the year even your lead gen funnels and the quality of traffic you're gonna drive. And the results you're gonna drive are often tied to what those offers are.
Um, and so it is, it is so, so important that the offer that you actually have for your giveaway is pinpoint. It's not broad. And so I guess what Maya you're saying is don't give away $10,000 cash . Well, if you do do do P me, I, I want it, but, um, yeah, like offer number one, targeting, well, you know, their shoulder to shoulder. And then the big thing people miss is wanting everything immediately.
Even if you have a great offer and great audience, but you are trying to sell to, to your list, to your new list immediately, you're gonna fail because you need to, to warm them up to your brain, you need to explain what is it makes you different? Why are you making their life easier? Why should they buy? And you need to have in mind the
13 touchpoint rule. So on average, someone needs to see you or get in touch with your brand through various channels around 13 times before they become a customer. So if you think about the funnel, you know, they see an ad, that's one, they click on a landing page, give it their email. It maybe send them one, email two. So that's three or four touchpoints. If you immediately launch sale at them, they're just gonna hit on subscribing leave because they not have enough time to
fall in love with your brain. Yeah. No, that's good. Um, well, awesome. So this is fantastic. And now what I wanna do is I do want to talk about what offer, uh, we should create and how maybe we should, we can create those offers, uh,
within a giveaway campaign. But, uh, before we do what I do wanna, what I wanna do is I wanna extend an invitation to anybody that is listening to this right now, if you're a business owner and you own an e-commerce store, then we wanna invite you to enjoy our e-commerce alley Facebook group. So just like you're watching or listening to this podcast right now, we have an incredible community inside our Facebook group.
And in the Facebook group, you'll get access to weekly live, you'll get access to marketing strategies, exclusive tools, templates, resources, and accountability to really grow your eCommerce store. So if that sounds like something that you would benefit from, which everybody will benefit from simply go to Ali podcasts.com/group to join thousands of like-minded e-commerce owners, who or scaling the revenue and ultimately building businesses that create impact.
So let's say I'm just getting started. Maya, I'm just getting started. And I have an email list of zero. So email list of zero. I just started my store. Yes. Day, what should I give away? Or how do I, uh, how do I create a giveaway offer? Obviously the, the answer everybody hates is it depends, but let's make this really, um, simple by having you own a coffee shop, right? You sell fresh roasted coffee order. So how. I like this, I like this option. Yeah. I like this, this whole coffee analogy.
I think that's a good one. we can do that. Right? Um, so what you could do is you could go, I'm giving an iPad to everybody and who's present my list, blah, blah, blah. What's gonna happen. You're gonna gonna get hundreds and thousands of people who want iPad and have nothing to do with coffee, right? So not a good approach. That's what gets you like into massive numbers of subscribers, zero quality elites.
What you actually need to do is think about what offer resonates with your buyer persona. So we need to go a few steps back and think about who is your ideal a buyer.
If you have the company, you know, you're roasting coffee, you're probably talking about someone, who's a coffee expert like you or me, people who actually like you drinking it, but not only like, you know, stopping at McDonald's getting like people who love it to point that you have your own setup at home, you understand what to do with it. So a good offer for you could be like a chem pack, plus maybe some like artisan coffee, like 12 month bundle or a year of coffee.
But what you're doing with this is you're targeting really specific people. Someone who's not a coffee fan will not really, um, know what to do with Chemex. That's not interesting to them, right. It looks like a science lab. I think that's what most people think when they come to our office. So. You have that little scale, there's a coffee grinder. There's that little, whole ChemX dish. Like it's, it's a whole thing.
And only if you're really into coffee, you're gonna be wowed by this new you're gonna want to enter the getaway. So that is how you would like structure it in a way that it really speaks to those who you wanna attract. And then Josh, you can target them with ads, right? You're gonna find people who really into artisan versus coffee rather than just, you know, like in coffee in general.
Yeah. I, I think that's really key. I think, think that, I think that, um, going broad is the worst thing that you can do because you're gonna have high volume, but you're not gonna have quality volume and you're not gonna have quality leads that come in. And, um, and I love the ChemX analogy. That's great. Uh, if you, if anyone has ever visits flight media offices or the, the, our office here in general, you see all kinds of pour over gear. We have espresso machines, we have
grinders, we have scales. We have, it literally looks like we're, we're dealing, um, drugs or something like that. Like if you didn't know that we were into coffee, , you would see that. And we have, but that's the thing like people that are going to probably buy your, your 15 to $20 pound artisan roasted, small batch coffee are people that
really care about their coffee. They're, they're not people that are buying creamers and buying Folgers and buying Maxwell house and buying, uh, cheaper coffee brands that are mass produced in sitting they're gonna spend more money, but those people really wanna maximize the flavor and experience. So that this is me, by the way. So that , that's what I think. And so I have, I would want the whole, the whole setup and exactly, and, and to me, that's enticing.
If I ever saw a giveaway for like a pour over setup, just because I know that's probably a $250, $300 setup, that would entice me for sure. Yeah, you go. And that's how you get like your winning offer. So that's your number one step key step to, you know, making sure that you attract really people who down the line after you nurture them, will purchase from you. So what are the then? So I have the offer, let's you? I love the coffee.
So I'm selling artisan roasted and we're gonna call it coffee's coffee. coffee's coffee, coffee's coffee. And so coffee's coffee is building a giveaway and I'm gonna do a, uh, I'm gonna do entire pour overset. And it is going to have the scale. It's gonna have the, uh, the scale, the filters, the dripper, the it's gonna have ever everything. And then, and then maybe a year of coffee. So all in, let's say the value of it is like $500. Uh, let's.
Just say that great. You're you're at the grade level. So that's where you're starting. You know, you need to define your giveaway very well. What is you're giving away to whom what's the value of your price? And that range between 400 to $500 is a great starting point. If you can, can go bigger. Awesome. But that is what we're seeing perform very well. Um, so if you can stay there, uh, then you wanna think, you know, when am I gonna be running this, uh, when am I gonna be running this too?
Are there any limitations, like, can, maybe you're only focusing on certain states just define it very well because figuring this out early on, uh, makes it much easier to build everything down the line and not have to go back and change and repeat because that, that can take forever.
So what do you, uh, so like, so you met dollar dollar amount, so like, do you see a correlation and you know, this better than I like do do, do you see a correlation between like smaller, like let's say I had a a hundred dollars value and then I had, then there was another brand that did like a, a thousand plus do let's just say a thousand plus dollar, you know, value, MSRP value or whatever it is. Let's say I had a thousand giveaway in a hundred dollars giveaway.
Do you see a correlation in results based on the, the value of the giveaway? Um, surprisingly not a hundred percent direct. So the, what I'm seeing more is how specific and, um, related to your buyer persona, this is because the higher you go in value value, the higher, the chances that anyone will want them. So you really wanna make it as tailored and specific to your audience, if you can achieve that and high value that that's awesome. That's great.
But I have seen giveaways that are around 250 to a very tight niche work very well because they were really want this and they appreciate it. And they like this company or the brand or the product, or the idea enough to just, um, enter and share, um, make it a viral. Then once. And that's, I love that. And like, so I have my mine's a $250 gift or no 500. That was my value. So I have a $500 value. Um, what are the components like? What is that checklist of items that I, I know what my offer is.
My giveaway offer is going to be this $500 value of artisan roasted coffee. The coffee connoisseur coffee is coffee, connoisseur giveaway. We'll call that . And so that's my giveaway. What are the components like? What are the things that I have to do in order to actually make this live and make this happen? So the next thing is you figure this all out and that's awesome.
Then you decide what tool or software or app you're gonna be using for this, because this is gonna dictate a little, how your funnel is gonna look like, depending on what app you choose. You might need a landing page where you're gonna host this, or just might be an, a, a widget on your website, like a popup, or, um, there's a small landing page on your website, integrated with this widget.
So next step, choose the tool. Uh, we recommend using tools like app viral claim, um, for, for a few more, but we tested this and I know they, they work very well. And then after you decide what tool you're using, you wanna think about strategy, how you wanna gamify this. So aside from asking people to join your list, um, as a way to enter the giveaway, you really wanna encourage sharing.
So you wanna give them extra credits, extra entries for sharing, um, and then following you on social media or checking out your social media pages, and then trying to ask them questions, like, make this really fun, ask them about what's your favorite type of coffee? What's your favorite roast? Whatever the coffee world is asking, because this will let you segment your list down the line.
If you got 500 people or 5,000 people, now you have portion of them who love light throws, third rows, whatever the segmentation is, but it will give you more, more, um, info. And then there's really cool way to gameify it. If you wanna do like secret codes or watch our video to hear a secret phrase, like you can go really creative, but the better, um, the gamification, uh, we see higher engagement. So highly recommended from that point. Then it's time to build all of this out.
If you have a widget or tool that requires a landing page, you need to make sure everything looks pretty there. Um, and then possibly you might need a thank you page or a confirmation page, following that again, depending on tool you use. And then you need to build a really comprehensive promotion plan and an
nurturing plan. So for the promo side of the things, there's through routes, you are gonna do, uh, if you have an email list, which in your example, you don't, but if you have an email list, you want to promote to your list to give it that first, like push first mm-hmm people sharing, getting excited, um, hopefully first viral part of it.
And then you wanna have a really good at strategy in place where you're gonna be targeting specific people who like your case hard to send coffee so you can get, um, some good leads. yeah, I think, uh, I think that, uh, that all, I think that most people don't
realize how easy it actually is. And, and the thing is like, once you build your first giveaway, like once you've done this once, like the second one, what, what would, what would you say it takes like half the two time or like 40% less at least. Yeah. Oh God. Yeah. Like it's 50% less because you can
replicate a lot. You can reuse a lot, like don't reinvent the wheel every time, but after you're done with the promotional part and stuff, it's really important to go back to the whole nurturing segment of it, because we really need to make sure that you have at least those 13 touch points and, um, get warmed up to your brain and you get the chance to explain to them, why is it that your coffee is
worth all that money? Why is, how are you gonna make my morning cup of coffee, 10 X, better than what I'm having right now. Mm-hmm . So if you really wanna do this, right, I actually recommend segmenting during nurturing into few like up segments, almost like you could do a push automation, the Al, and that you are basically telling people you're in, make sure you share this, remind them to keep sharing this. So you really get them to spread the word for you.
Then you wanna have the more traditional nurturing sequence and just explaining what's different. Why buy? Why, how are you different than everybody else? You can go super creative here, you know, compare us versus them. Um, you can get funny if that's your brand, like whatever makes you memorable and, and stand out. And then you wanna think about, um, additional step that a lot of people skip, and that is a win their announcement.
If you think about the whole campaign, there's a lot of like momentum building and people are excited, especially if you do your targeting, right? And you're getting like really coffee fans and you, I don't wanna miss chance of telling them, Hey, tomorrow we're announcing the winner. This is your last chance to increase your entries. We see a lot of action happening on the last day.
And then on the day of when you announce the winner, it is a great opportunity for you to try a soft sell and, and a really soft one to everybody else. You wanna say, everybody's when they're in our book, right? Here's a code for X, Y, Z off, or your first, uh, bag free or 50% off, whatever your deal is, give them something as a thank you for participating and, um, make it only 24 hours, um, make the code valid only for 24 hours.
That way you can try to push your list, just amid and see how that all works. And if you get some early sales right in, after that point, we continue nurturing. And that nurturing cycle, by the way, should be around 28 days. Like we've done it shorter. Um, we'll try two weeks. Honestly. It's not enough. People just don't learn enough about your brain to actually trust you,
pull out their pay card and buy. So when we moved to 28 day nurturing cycle, we started seeing some incredible results with our clients. Yeah, no, that, so, and so kind of just fall in track care. So we are driving traffic in some way to a, a tool which you reckon right up viral or gleam up viral. We use up viral more than gleam though, right? We do. Yeah. So yeah, up viral is a wonderful tool. Go to Ali podcast.com and we'll just link that.
So Ali podcast.com/up viral. And, uh, and that'll just direct to you to like a, a free trial or something. Um, so we're gonna drive traffic to an up viral landing now up viral. They do, they build landing pages, or do you have to embed it on your website? They have landing pages and they have beautiful templates. You can reuse really quickly. So whatever the type of your vibe is, or brain, you can find something there. So highly. Recommended. So we drive traffic to an up viral,
beautiful templated landing page. Um, and we convert that traffic in, into giveaway leads, which they give us their email and name. It is typically just email. Is that what we usually use? Yeah, I, I would recommend, so I see people ask a lot, like first name, last name. Sometimes I even see a phone number and that's gonna really drop your conversions. Cuz if you think about it in all our eCommerce emails, you're highly ever gonna use the first name, personalization token in their
email. So just skip that. Yeah. And you can ask for their email or their phone number on the LA in the back end, if you wanna give people extra credit for subscribing via SMS, you get to say, Hey, this is worth, worth 50 additional entries. Um, exactly. That's describe to be SMS.
So they, they come in, they opt in and then on the backend, they have the ability to earn more entries by engaging with us on social media platforms, referring us to friends, which I know we typically will give a high point value to that because we want the viral component of sharing with other people. So we have organic growth. Uh, maybe you ask for the SMS that can subscribe the SMS and that gives more. Um, so we're gonna have those components to keep them engaged.
And then they enter into an email series and then once something on our email tool, we're going to nurture them. We announce the winner with a, and maybe we do a soft sell so that that we have opportunity to generate sales. And then later down the line, we end up doing an actual sale after about 28 days of at least nurturing them through that next month. Exactly. So after those 20 days, 28 days, then you can do, like you said, an actual sale and you can do a flash sale only through this list.
So it's not really visible to everybody else, but you only running to them. It's exclusive to give away, uh, participants and you can make it as big as your margins will allow you because this is your chance to convert them into customers. And I always say, even if you break, even at this first conversion, if there's a way for you to increase their AOB or their lifetime value, like do it because that, that way you earn their trust, you got they're in your ecosystem. Now they're a customer.
And now it's up to you to keep, keep them as a customer and grow them as a customer in a lifetime value. So, um, after those 28 days launch a life sale and see what you can do to keep them on. So really. One, once you have this set up and you've run this the first time you've set this up and you've run this, uh, and you have all those nurturing emails. So people come in, they opt in they're part of that giveaway. And then they have this nurturing sequence.
You can just basically repeat this sequence and, or repeat this process and do a different giveaway, but they still follow the same process because those emails are created, right? Absolutely. You could even do the same giveaway. Like if you come up with a prize that, that works, there's the same giveaway that you can actually launch different audiences with, obviously skipping, promoting it to your list. You would not do that.
Skip that part. And then you do straight cold traffic ads, keep trying people to your website, keep having them, um, opt in. Like that is something that can be almost like a evergreen handle. And. I think, I think the biggest thing is that this is not an instant gratification, like driving for purchases and having instant sales right away.
This is a longer term approach, but it's incredibly effective because if your email list is 10, 20, 50, or a hundred thousand people, and you're hitting black Friday, cyber Monday, your black Friday, cyber Monday from all the effort throughout the year is gonna be a big, big impact on your revenue. And so I, I think this is wonderful. And I think one thing to encourage people is one thing we all always say here at flight media and in our office is that the first is the worst.
The first giveaway you do is going to be the worst giveaway that you do because you don't know what works. You don't know, uh, the, if the offer does really well, but if it does, you can start to replicate that, like Maya said, you could do the same one and you could have an ongoing giveaway as part of your overall marketing strategy. That's going to fuel people into your database and you're gonna constantly be able to nurture them and sell to them on autopilot.
So if you're listening to this right now, and maybe you're inspired and you're hearing this and you're like, oh my goodness, I need to grow my email list. I'm at zero or I'm at 200,000. And it doesn't matter where your email list is at, but I want to grow my list and I want to do a giveaway. If you wanna see how we do this, you wanna see the exact strategies. You wanna see the exact emails, copy and paste the emails and the flows that we do, then go to Ali
podcast.com/giveaway. And on that page, you're gonna be able to see exactly of what we go through in order to craft golden giveaway offers how to maximize our nurturing emails on our sales emails. So we can have the revenue because that is important. Then also have to really promote these and scale these up from a paid ad and a free marketing standpoint. So go to Ali podcast.com/giveaway.
If you wanna see how we do this and hundreds, and maybe even thousands, by the time you hear this have done it as well. All right. So to who close them, I do wanna talk about one final thing and I wanna talk about, um, really getting people to our giveaway. So we talked about crafting the offer, how we need to build it out and what that funnel really looks like Maya. But the next question is, well, how do we fill the giveaway? Like how do we get people to
this giveaway? Because, uh, some people are starting from zero and maybe they don't have a big social media audience. Maybe you have some social media. So let's kind of give a brief overview of how we will usually fill giveaway campaigns. If you're starting from zero for the email, like then your number one most important think will be an ad campaign campaign. Where're driving people to your giveaway page a and having them opt in and exchange for email address.
And if I have an audience, so that's one example. So then if you have an audience like what's, what are other ways that you recommend to, to, to get people in it? I believe we touched on this a little earlier, but if you have an audience like use it, that should be yours. 13 points send the promo campaign, announcing this one to three emails through a list, get 'em excited, have them join, and then really reward them for sharing in that, um, gamification section of, of the giveaway itself.
You really wanna encourage sharing. So if all their actions are giving them, you know, additional three to five entries, then sharing should give them 50, like really, really push them to do this because they're going to portion and that momentum you need to really get going. And then if you do have following, if you have a big website, if you have a lot of traffic, make sure you use your website as well, put a pop up on your website, add it wherever possible, use your social media post about
it. Talk about it, create a buzz, just so people know it's happening. Uh, but do it only first time. If you're gonna do this as an evergreen thing, don't blast it again on your social, on your, on your website, people and get tired of it. Just save it for the full shop. So the first time we do a campaign, we're, we're, we're hitting our own database. We're hitting our own social media. We're hitting our email list. We're throwing popups on our website. We're going all in on our first
giveaway all in, right? Exactly. Okay. So we go all in, we get em on, but then if we wanted to incorporate giveaways into our overall ongoing marketing strategy, then at that point, you're saying don't do all of those things. Shift more to a paid traffic. Approach. Exactly. Go paid traffic approach. Because thinking from a user perspective and to succeed, you always need to be thinking from your, your buyer's perspective.
They're gonna get tired. There's gonna be that feeling of, oh, there's always something. There's always a getaway. I might as well not buy because next month they're gonna be giving away something else. That's why we recommend doing it. Once all in take everything you have put all on the table, get them all in. And then after that point, you start doing this second, third, 10th time then rely on page traffic to generate, um, infants.
I love it. I love it. And I will just say, even if you don't run a ton of Facebook ads or you, Facebook ads is personally what we have seen work the best for this, but even if you aren't running ads, this is a way for you to get your feet wet advertising game at a really low barrier to entry. Um, driving traffic to giveaways is very, uh, very lucrative. And we see giveaways getting leads for 20 cents, 50 cents, less than a dog, depending on when you're saying this, I don't know.
Maybe Facebook, CPMs and costs are a lot higher than they are now. Um, but we see 'em across the board. It depends on what the giveaway is, but usually sub $1 for a lead. And we just ran a campaign. I'll give some tangible numbers here to kind of close out. We just ran a campaign. And one of the campaigns for one of our clients, the goal was to get 2000 people to their email list. They were, they were a little bit lower on their email list and they were just getting
started. So wanna get 2000. Well, we ended it, I think 4,500 leads from Facebook. We had a $1,000 budget and our goal was to get leads for 50 cents. Well, we ended up getting leads for, I forget the, it was like 21 cents or something like that. But then we had the multiplier effects where people were sharing it and getting their friends and their family, uh, to also opt in that were relevant to that giveaway. And so Facebook ads is very, very lucrative in that campaign.
Even from the sales emails, haven't even gone out. The nurturing sequence isn't even halfway barely. It hasn't even started. I don't think, I think the giveaway just ended and it already has, like, I forget how many in sales, we put a thousand in ad spend into the small campaign to test it. And it has, oh, sales are already over that. The sales are significantly. I mean, three, four X that I believe mm-hmm I think, yeah. Three to 4,000 in sales, just on
that $1,000 trial test. And so, and we haven't even done the nurturing in the sales and everyth and that's still to come. And so if you can really hone this in, you really figure it out. Paid traffic is wonderful way that you can consistently grow your email list. If you have a giveaway that works, you, you do it with your list the first time. And then after that, you then continue to scale and continue driving paid traffic. And that will become a new source of ongoing lead gen and backend
nurturing sales. I love it. Cool. Well, Maya, thanks for hanging out. We appreciate you. We love you. You're amazing. Um, to recap here, I did, I did have just some notes here to kind of recap what we've talked about. So, uh, a giveaway serve is an amazing funnel and communication strategy for your business. And we talked about what makes a good offer and what makes a bad offer. We don't wanna give away cash or a trip to Tahiti.
I don't know someone should give that away and then just help us, let us help you run it. And we'll magically choose, let know how someone on our team. Yeah. We'll magically choose someone on our team as the winner. Um, we talked about what makes a good offer and how to build that out. And then we talked a little bit about how to start filling that with the first giveaway you want to leverage the current existing traffic and list you have.
And then after you've done that one in use paid traffic on that. And after you've done that one move to the point where you're doing a giveaway testing, new offers, seeing what works best and then shift over to a paid traffic at, uh, paid traffic strategy to constantly grow your list. Well, Maya, thank you for joining us today on the podcast, you guys are gonna see a lot more of Maya. Uh, she'll be over here, uh, sooner than later and here throughout the year.
So you'll see her in the studio with me. This happens to be over webcam, unfortunately, not as fun, but thank you, Maya, for joining us, you guys have been listening to the e-commerce alley podcast with Maya Snyder. You can find the show notes for this episode, as well as additional resource are some things that we've talked about today by going to Ali podcast.com and on behalf of the entire team and Dylan behind the scenes here, making all this magic happen.
We want to thank you for being our listener and for hanging out with us and for making the world a better place with your products. We'll see you soon.