How InkWELL Press Captured 10,142 Leads in 30 Days
We recently reached out to Tonya Dalton of inkWELL Press to discover her strategy for capturing 50,000 leads (10,000 of which came in only 30 days) and building a 7-figure e-commerce empire.
After initially hearing her interview on the Shopify Podcast, I was intrigued and wanted to dig deeper into the overall strategy, budget and results with the hopes that our readers could walk away with some actionable advice they could implement for their businesses
Tonya was able to capture 10,000 emails from one single campaign and has since gone on to capture 50,000 emails in only 24 months using the strategy that’s revealed in today’s interview.
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LMF: Can you give us the 10,000-foot view of inkWELL Press and what types of products you sell?
Tonya: inkWELL Press is a Productivity & Organization company focused on empowering women through products and education designed to make their lives more productive, focus and fulfilled.
LMF: How many years have you been in business?
Tonya: Just over 2 years. Our initial launch was November 4th, 2014.
LMF: What role does marketing play in the success of your store?
Tonya: Marketing is paramount to our success. Word of mouth and social media are the key tools we use to spread the word and build our loyal following of fans and customers.
LMF: You recently mentioned on the Shopify podcast that you used lead magnets in conjunction with Facebook Ads to capture 10,000 emails. Can you take us behind the scenes and break down the process?
Tonya: Creating lead magnets on Facebook was the #1 tool we used to start building interest before we had a single product to sell. We would create an ad offering something compelling, like a free download to improve organization and productivity, in exchange for their email address.
We had this connected to our email system so it would automatically deliver this content to them and then continue to build the relationship through an ongoing series of emails.
This process allowed to build a solid list before the launch, and we still use it today to generate leads for our products, our podcast and more. We were able to build a list of over 50,000 in under two years using this method.
LMF: What was the total Ad spend for this campaign?
Tonya: Initially, we would spend roughly $200 – $500 a month with these types of lead magnets. Today we spend $50 – $200 per day on some of these depending on the length and content.
LMF: Over the course of the 4-Week Challenge, what type of email sequence did you use (how often did you send emails) and what type of content were you sending?
Tonya: Typically we used a 3-5 email series that delivered to them roughly every other day. The first email would deliver the original download or offer they signed up for in the ad, and the subsequent emails would offer more useful content and usually a second offer in the final email.
LMF: What impact do you estimate this one campaign had on your business or sales and the Impact on future business from collecting emails?
Tonya: We would not be anywhere near where we are today if we hadn’t used this system to generate leads and build our list. Today our email list alone is responsible for generating at least 30% of our total revenue.
LMF: Knowing what you now know, what would you have done differently?
Tonya: We probably would have used it even more early on and on a much more consistent basis.
LMF: Any advice for e-commerce professional interested in using a similar model to grow their business?
Tonya: Invest the time (and money) to learn how to do this properly. Facebook ads alone can be very confusing, and hooking things up to run smoothly with your email system can also be challenging… especially since the technology changes so quickly.
Look for an online course (we completed one offered by Amy Porterfield in 2014) that will teach you specifically how to set these up… step by step. It will be almost impossible to figure out this on your own.
What Tonya has been able to accomplish in 24 months with inkWell Press is quite remarkable, but It’s not impossible. You can see that she’s taken the time (and money) to invest in her education, brand and products. It’s proof that if you’re willing to dig in and keep your head down results are inevitable.
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