- What is Cashstream?
- What is relationship marketing?
- How does your strategy work?
- How do you measure performance?
- How much does it cost to work with you?
- Do you have some past results we can see?
- What is it like working with you?
- What kind of commitment is involved?
- I’m interested. What is the next step?
Cashtream is the name of our unique relationship marketing strategy. We developed this strategy between 2015 and 2016, through sending 37.4m emails to more than 394,000 consumers and businesses around the world, and have been refining it ever since. This strategy allows you to turn your list of customers, prospects, and suspects into a stream of new revenue and cash.
Relationship marketing is a philosophy and a practice. It emphasises looking beyond the next transaction and building long-term relationships with the people who are, or could become, your customers – allowing you to turn your list into a stream of dependable revenue and cash without burning it out, while gaining valuable marketing intelligence in the process.
Thus, the ultimate goal of relationship marketing is to maximise customer lifetime value.
Unlike some marketing approaches, such as sales promotions (e.g. sales events), that cheapen your brand, relationship marketing does not rely on discounts. It is especially suited for “high-ticket” or complex offerings.
Essentially, we send an email newsletter to your list of suspects, prospects, or customers in order to: (a) accelerate the “know, like, trust” process; (b) build awareness, interest, and desire for your offerings; and (c) generate new sales or sales opportunities.
There are four pillars to this strategy:
First, you need to understand the deeper needs of your market. These are usually the “needs behind the need” that your offering serve. (In many markets, these deeper needs are implicit.)
Second, you need to make sure that every marketing email you send to your list is intrinsically valuable. In other words, even if a subscriber is not yet ready to do business with you, they are still glad to receive your emails.
Third, almost every email contains a low-pressure invitation for “hot” prospects to buy something or at least start a serious conversation about doing business together. (When prospects know, like, and trust you, and when they are aware of, interested in, and desirous of your offering, they will accept this invitation.)
Finally, you need to track sales and opportunities to every separate mailing. That way, you can determine which emails are most effective and use this direct feedback from the market to fine-tune the rest of this strategy and improve its effectiveness.
There are two key metrics that we monitor and report to our clients:
Revenue – i.e. the total amount of revenue or pipeline value that can be attributed to our emails over a given month. This provides an absolute measure of our performance.
Revenue per subscriber – i.e. we divide the above figure by the number of people who were subscribed to your list at the beginning of the month. This provides a measure of performance that is relative to the size of your list, allowing us to monitor any change in performance. (After all, if revenue increases by 10% but the size of the list grew by 20%, the above metric would hide the fact that our performance has actually worsened!)
The fee for our core service is commission-based. (The actual percentage differs from industry to industry, though all our clients within a given industry pay the same commission rate.) If our work does not generate new revenue, we do not get paid.
This case study over here documents how we used this strategy to help a client increase their revenue by 87% (from $1.0m to $1.9m) in fifteen months. This particular client operates in an industry that is ruthlessly competitive.
The onboarding process typically takes between one and two weeks. We will study your current and past marketing, learn more about your brand, and make sure all the right technical elements are in place for us to begin implementing this strategy.
After onboarding, our work together revolves around a regular two-week cycle:
We will get on a call for approximately 60 minutes once every two weeks, in order to agree on a mailing schedule and high-level outlines of the emails we will send over the next fortnight. We will then go away, prepare the final emails, and send them to you for approval. After you have approved them for sending, we will make sure they go out according to the calendar.
Every engagement begins with a three-month trial period. After the trial period ends, we would continue working together under a rolling monthly contract. In other words, beyond the three-month trial, you are not “locked in” to our service.
If you would like to talk with us about working together, schedule a complimentary strategy session. We will analyse your situation and needs, and estimate what kind of results are possible.