How quickly should I try to turn a new subscriber into a customer?

You shouldn't.

At least, I don't think "How quickly can I turn this person into a customer?" is the right question.

Of course, if somebody joins your list today and wants to buy from you tomorrow, brilliant.

Let them.

But most people won't.

And even among the people who eventually become customers, plenty won't be ready immediately.

Someone might buy three months from now.

Six months from now.

A year from now.

I've seen people remain on email lists for years before eventually becoming customers.

(And remember - the vast majority of people who join your email list will NEVER EVER buy from you)

So imagine someone joins your list today.

You immediately start pushing them towards an offer they aren't ready for.

They ignore it.

You push again.

They ignore it.

Eventually they stop opening altogether.

You haven't just lost today's sale. You've probably lost the sale they would have made six months from now.

That's why I like to think upstream.

What can I do now that increases the chances this person is still paying attention when they're eventually ready to buy?

For me, that starts with my Immersion Series and the relationship I'm building from the moment somebody joins.

I'm not saying you shouldn't sell to new subscribers.

Quite the opposite.

I want the people who are interested right now to have an opportunity to buy.

But I also want everyone else to continue wanting my emails.

Don't optimise exclusively for:

"How quickly can I make the sale?"

Optimise for:

"How do I make the sale when this person is ready?"