Recently at Populr.me, we’ve received some very interesting feedback from a few users who were sending links to their POPs (Published one-pagers) directly from our platform—specifically, using our “Tracer” functionality. Tracers are an incredibly powerful tool for anyone needing feedback when communicating online, so here are some tips on how to get the most out of them.
Populr is an “honesty engine”
What Populr is really doing is shedding light on one simple fact: “If the content in your email is not compelling, then people are not going to click your links.”
Tracers give you feedback
Tracers are unique links that measure the ways in which your audience interacts with your POP. You can copy and paste these links into emails you send from your own email client, such as Gmail or Outlook.
Populr also lets you generate Tracer Emails directly from your POP. When you publish your POP, you can create an email with a new Tracer link and send it right from within Populr. Tracer Emails are a fast way for you to add a personalized message to a styled email inviting your audience to view your POP.
Tracers offer valuable and unique feedback. Rather than just telling you that your email was received, Tracers notify you that someone actually visited your POP. Even better, Tracers tell you how long
Example: Using Tracers for better communication
Remember: a Tracer link to a POP is a just shortcut to a destination. Your email content is the invitation. Let’s look at an example of how Populr’s Tracers empower you to communicate better.
Say you craft a beautiful email and send it to 10 people. Later in the day, you’re notified when 3 of your recipients view your POP. You see how long they stayed, and anything they clicked on (all part of Populr’s Tracer analytics). Seven people did not click the link, and have not viewed your POP.
Of the three that did open your POP, you see that they spent their time like this:
Prospect 1: 30 seconds
Prospect 2: 1 min
Prospect 3: 10 Minutes
What does this feedback mean? You can now measure HOW HOT your leads are! If this were me, I’d organize my leads upside, HOT to COLD, into a daily follow-up list.
Hot leads first
I’d start the day on a positive note and call the guy who spent 10 minutes in my POP and close the sale! Woo hoo!
Then I’d move to the other 2 people who opened the POP and answer their questions, find out where I failed to provide enough information, and hopefully close these deals as well.
Warm leads next
But wait – of the 10 emails I sent, only 3 engaged my POP by clicking the link. Why? Is there something wrong with the link? No. Remember, the link is just a shortcut to a destination. The problem must be my invitation. I have to tighten my belt here and improve my content if I want people to continue communicating with me.
What about cold leads?
For those who did not click the links, I would follow-up with something like this:
“Hi Jane, I noticed you didn’t have time to click the link in the email I sent yesterday. I was hoping to follow-up with you, but only after you’ve checked out the information I sent. Any chance we could speak later today after you’ve had time to take a look?”
You’ve just let Jane know that you know she didn’t click the link. If she has any interest at all, she’s probably going to click the link. If not, maybe she’s not really a prospect after all. Move on to your next lead.
Next, we contact Tom, who also failed to click the link. Tom gets the same follow-up email Jane did, letting him know you are fully aware he did not click the link and view your POP. Tom responds, and now you can better communicate and possibly close the sale.
You also have an opportunity here to increase your “click-through” rate by using Tom as a guinea pig. Try a message like this:
“Tom – may I ask why you didn’t click the link in the first email I sent? My income depends on my ability to communicate, so I’d really like some honest feedback.”
Let people like Tom HELP YOU write better conversations, better invitations that engage people, and make them WANT to continue communicating with you.
Consolidate and make communicating easy again
We’re all busy. Many of us send hundreds of emails per day. In any of those emails, are we really focused on communicating, or are we just trying to clean up our inbox? Populr offers you a chance to consolidate and communicate with impact. In many cases, sales prospects are a passing parade. A carefully-crafted POP can be used over and over again to share even the most complex messages. And once it’s built, you’re done! All you have to do is focus on writing compelling invitations and Populr’s “honesty engine” will measure the results. Wouldn’t that be easier than typing the same story over and over again?