The Email Marketing Show

What on earth is the foot-in-the-door technique, and why does it work so bloody well every single time? If you want to find out how to make more sales with this incredibly simple technique, you're in the right place! Let's get this show on the road!  SOME EPISODE HIGHLIGHTS: (0:25) Join our FREE Facebook Group. (3:43) Check out our sponsor ZeroBounce. (5:32) What is the foot-in-the-door technique?(7:22) Why does this technique work so well? (11:56 ) You get to upgrade buyers. (13:15) An example of the foot-in-the-door technique.(14:58) When does the foot-in-the-door technique fail? (27:05) Ascension vs descension marketing.(31:54) How can the foot-in-the-door technique be used in your email marketing?(37:28) How to use the foot-in-the-door technique if you sell a membership.(39:16) Subject line of the week.What is the foot-in-the-door technique? The foot-in-the-door technique is a marketing tool that gets someone to make a small commitment with you in order to increase conversions for a larger commitment. In other words, you want people to do a simple, easy thing and then you encourage them to buy something more. It's about getting people 'in motion' because something that's already moving (as opposed to something that's static) has momentum to keep going.Why does this technique work so well?It creates momentumWe all know that momentum works. It's not magic or psychology - it's just physics! If you've ever tried to push a broken-down car, getting the wheels to start turning at first is really hard. But when you get the car going (and it's in momentum) it gets much easier. And human beings are exactly the same.So as a business owner, you want to get people into motion. Because when human beings commit to something, they're more likely to be consistent with it. Robert Cialdini talks about this in his book Influence: The Psychology of Persuasion, and he calls it the Commitment Consistency Principle. It’s the idea that if we say or do something that makes us internally back it up, we’ll stand by it. Because we like to be seen as consistent - to ourselves and others.So if someone bought a small product from you (like an eBook or a paid-for lead magnet), they're more likely to buy a course you have on the same topic when you offer it to them. And that's because they've already committed to something and shown their interest. You only show your main offer to pre-qualified peopleAside from putting people in momentum, the foot-in-the-door technique works because it allows you to show your main offer to the people who've already told you they're interested. If you have a new programme and email your whole list about it (several times, as the case might be), some people might leave because they're not interested. But if you only email the people who already showed you they have an interest by making a small commitment (like watching a video about that topic), then you can tell them about your offer and be more confident they'll buy. For example, if you've made a video about a particular topic, and someone's watched 80% of it, they must be interested, right? So tell them about your paid offer. Because they already have their foot in the door, and they're more likely to keep going after that. You get to upgrade buyers The other benefit of using this technique is that if you have a front-end offer (smaller commitment), you can then upsell buyers and sell them something else. For example, if you have a membership that's available at a monthly offer, definitely show them the annual option too. Having said that, if you have multiple products or offers and show them all at once, people might get confused in trying to understand what they need. So rather than packaging all your products up as different options and leaving people to figure out what they need, get them to make a small commitment first, and then upgrade them later.An example of the foot-in-the-door-techniqueA good example of this comes from our friends Martin and Lyndsay from Jammy Digital, who sell Content Marketing services around blogging and SEO. They sell blog templates for around $47 but also have a done-for-you service at a much higher price point. And 60% of the people who buy their done-for-you service bought the $47 product first. They put their foot in the door first by buying a low-resistance product and only then made a larger commitment.And this is interesting, right? Because all these people first bought templates to write blog posts themselves and then decided they didn't have the time, patience, or inclination to do it and hired an agency to do it for them. It goes to show there’s no real logic to a lot of marketing, sales, or people’s buying habits! So don't assume that because someone bought a certain product from you, they won't be interested in more. When does the foot-in-the-door technique fail? The higher-commitment offer is 'blind' or unrelatedThis technique doesn't always work. In fact, it will fail if you don't have the right thinking behind it. If the offer is 'blind', then it won't work. For example, if you create a short video about, say, the future of email marketing, and then target the people who watched that with an offer for a 3-day in-person boot camp on using AI to write sales sequences, it won't work. Because the fact they watched the video tells you nothing. It's a blind offer. It's also too unrelated - it doesn't qualify people. If you have a free lead magnet or a paid, low-cost entry product that talks about how to write a short sales sequence with AI, then it's different. The two products are on the same topic - they are related. And the smaller-commitment product helps you sell the larger-commitment one. But the link has to be explicit. A ridiculous example of something that wouldn't work is someone selling a product about dog training and then offering a service about weight loss. And while that's a ludicrous example, we see a lot of people unknowingly making this mistake. Because it's easy to think that two products are related, but the link needs to be really tight. They need to be strictly and directly correlated - a lot more than you think. What leads someone from one purchase to another is a really tight path. We have a campaign inside The League that helps you create the most tightly bridged upsell from one offer to the next, whether that’s immediate or you’re asking someone to buy something now and then another product sometime later. And when you do this right, you're looking at a conversion rate of 40% and above.You haven't qualified people for their problemLet's talk about another reason why the foot-in-the-door technique might not work for you. And we'll use the example of our Bottomless Email Strategy course, which teaches people how to send emails every day. When people buy that course, at some point, we'll also offer them our membership, The League. But without a lot of education about the difference between sending individual, broadcast emails and automated campaigns or sequences, people might not buy. They might just think that what they get with the course is enough.  But the thing is - people buy different things to solve different problems. So you have to qualify a person not for what they want or need, but for their problem. Because that's how you get them to buy multiple products. And the same principle applies when you want them to go from a lead magnet (or a lower-cost product) into a higher-commitment type offer. That's when the foot-in-the-door technique will work for you. Ascension vs descension marketingAnother point worth mentioning is this idea of ascension marketing vs descension marketing. There's a popular theory that you should sell someone something cheap and then go with something more expensive. In other words – the foot-in-the-door technique. But you don’t have to do that as your first attempt. In fact, through email marketing, you have multiple opportunities to sell people more things from different angles over time. We’ve tested this idea of ascension marketing quite extensively in our business. But we've also tested the opposite, which means we don't even attempt the foot-in-the-door technique until later. In other words, if we offered everyone a lower-cost product and only then tried to upsell our membership, The League, only the people who bought something from us in the first place would see that offer. But if we try and sell The League to everyone in our world, more people see it. And that means we make more money overall. We've also seen a technique that sits somewhere between ascension and descension marketing - a bit of a hybrid if you like. And it's about acquiring subscribers on a paid basis by asking people to buy a low-end price product. And from there, you present your highest-touch offers, such as a coaching programme or a mastermind, for example.Pure descension marketing, on the other hand, happens when you offer your customers your high-end product, and they say no. In that case, you then present them with other products at a lower price. So if you're acquiring subscribers for free (which for the longest time we were, through our Facebook group), you can sell them your core offer first (in our case, The League), and if they don't buy, then you can use the foot-in-the-door technique.How can the foot-in-the-door technique be used in your email marketing? The Daisy Chain campaignInside The League, we have a campaign called The Daisy Chain, which is the epitome of foot-in-the-door. And it’s an interesting example of getting someone to make a small commitment to increase the conversion of a larger commitment.We use this campaign for people who we've already sent a sales video to but didn't buy. So we send them another short video where they can learn something. And if they watch that, we'll send them more emails because, by this point, they've made a small commitment towards a larger one (i.e. watching a slightly longer, closely-related video). And when you put this video together, remember that it has to be a tight fit and cannot be unrelated. If done right, that second video is what sells them your offer. Using a discount couponAnother way we apply the foot-in-the-door technique in our business is to run ads to a sales page for a $99 product. On that page, at the top, we also offer a time-bound $30 coupon in exchange for someone's email address.When people enter their email addresses to claim the discount, the page refreshes. We take them to a different version of that page using our Countdown Hero software, which gives them a timed commitment. That means that for a couple of days, they can get the product for $67.And this works because we’ve legitimised the fact it’s a real discount. But also, people are now committed. By giving us their email address, they’re putting their foot forward and saying they’re interested in buying this. And they’re doing that by asking for a coupon code, which only works on our website and for this specific product and nothing else.That's why the conversion with this technique is really high - it qualifies the person as ready to buy. And of course, because we now have a name and email address, we can follow up via email and let them know that their coupon code is running out.How to use the foot-in-the-door technique if you sell a membership The Splinter campaignIf you have a membership or an ongoing subscription, we have a campaign inside our membership The League just for that. It's called the Splinter Campaign, and we use it to sell our highest commitment and primary offer first. And then, further down our email engine, if someone hasn’t bought yet, we come back to this idea of ascension marketing and apply the foot-in-the-door technique.We sell our core offer by using a hook to leverage people into it. And we do that by splitting something that’s normally inside the membership and pulling it aside. In other words, we sell it separately for a one-off price. And when people buy that, we upsell them to the membership.If you want access to a bunch of campaigns that are already trialled and tested to use this technique, go and check out our membership The League.Subject line of the weekThis week’s subject line is the words, “Can I take your bag [+ the little bag emoji]?” And that’s a question that someone might hear in everyday life but when it’s used in an email subject line, it seems weird.So you can pick any common phrase that you’ve heard over and over again but doesn’t naturally belong in an email. Another example is “Would you like fries with that?” It works well because it breaks the pattern but has a sense of familiarity at the same time. Check it out!Useful Episode ResourcesRelated episodesUse THIS Free-Trial Email Sequence To Turn Your Subscribers Into Paying Customers.How to Create 3 Big Sales Spikes During Your Launch with Mara Glazer.The Simple Formula For Coaches To Sell On Autopilot With Email Marketing.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the foot-in-the-door technique and how you can apply it to your business) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.  Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

Learn about the benefits and elements of a good email marketing course. Find out how it can save you time and improve your results. Discover the best email marketing and sales funnels courses to enhance your email marketing skills.

Are you a coach or consultant? Then you need to learn how to build a system that helps you sell on autopilot so you don't have to hustle to fill your next coaching group or programme. This is why we're here to tell you all you need to know about email marketing for coaches. Ready to learn how to get more of the right clients in less time and with less work? Let's do this!SOME EPISODE HIGHLIGHTS: (0:10) Join our FREE Facebook Group. (6:10) Why should coaches focus on email marketing?(8:56) How email marketing helps coaches and consultants.(13:57) Email marketing helps you move people towards buying from you.(16:31) Create an email engine to sell on autopilot. (17:55) The typical sales funnel for a coach.(21:29) What happens when people don't qualify?(24:51) The best lead magnets for coaches. (26:34) Social media vs email marketing for coaches.(29:39) How can coaches sell using email marketing?(31:37) Subject line of the week.Why should coaches focus on email marketing? Coaches who sell high-ticket items, small-group coaching, or one-on-one coaching often worry about how email marketing might apply to their specific businesses. And coaching is indeed different.First of all, as a coach, you’re selling high-ticket items, so you tend to have a much more intimate relationship with your audience. You're giving more personal attention and help. And that requires someone to have a high level of trust in you before they go ahead and spend that amount of money. For example, we have a coaching programme called The Email Engine Accelerator. This is a larger investment and an intensive experience. And we use email marketing to communicate to people that they can trust us and that the process works.Another reason why coaching businesses are different is that often service providers feel they need to hustle for the next client. Long before we were working together and even figured out how to do email marketing, we both had a high-ticket coaching business for small groups. And it always felt like we had to hustle to find the next cohort of clients or fill any spots. How email marketing helps coaches and consultantsWith email marketing, you can replace the idea of hustling. Email helps you generate leads, so you're attracting new prospects for your coaching programmes. But it also helps you nurture those leads and build both the perceived value of the outcome and people's confidence at the same time. You need to give people reassurance and make sure they believe that your progamme works and will give them results despite what they have or haven't tried before. Through simple, automated email sequences, you need to give people confidence in your, your system, the results they can get, and the fact that they can successfully follow your approach. And the way to do that is by overcoming objections. Show people how your programme works in spite of their previous failings or the fact they might have no experience of doing this before. If you have a coaching business (or have a coaching element in your business), you can write emails (once) that will move people from one place to the next. Focus on building people's confidence and moving them through the stages of becoming paying clients. The great thing is while you're busy serving your clients and delivering a round of your coaching programme, you are also nurturing future clients. You could be selling all your spots for the next cohort way in advance! With email, you no longer have to hustle because your coaching clients are already lined up. This benefits your cash flow too because people pay in advance, and you can use that money to generate more leads. With email marketing, you can sell on autopilot. Filling your coaching programmes is completely hands-off.Email marketing helps you move people towards buying from youOne of the reasons why this works so well is because with coaching often you don’t know where anybody is in your world. How close are they to buying from you? That’s why you feel you have to hustle. So the reason why we say coaches specifically should focus on email marketing is that you want to move each person towards their next step.Through email, you can send people specific content, such as a video where you pitch, for example. Or the link to a webinar or to an application form. You want to drive people towards applying to work with you, and that might have to be done in stages. First, they book a call, then you get them to attend the call, and then you close them on the call. And while all of this happens, you also want people to renew or join you for the next cohort, or whatever the case might be. It's a whole process. And if notice that people are dropping out at specific phases, maybe you need to reassess and look at what you do closely to understand where you can spot opportunities for improvement. Create an email engine to sell on autopilotThe great thing about all this is that you write your emails once, and you have a consistent process. Every single person who goes through a particular phase receives the same emails. If they work, that's great. If they don't, you go and change them. We often talk about creating what we call email engines – or chains of email sequences. This is the asset in your business that you're building. You build it once, and it turns into more sales. It gives you a bigger return than what you invested.We just gave the example of sales calls earlier, but you don’t have to do those. We have a member inside The League (Sheila Bennett) who filled a significant amount of spaces in her high-price mastermind without talking to a single person. Because with the right conversion tools, you get to move people from one stage to the next. They consume some key content, qualify, and move on to the next phase.The typical sales funnel for a coachWhen it comes to sales funnels, as a coach, you have two major options. The first one (which is something we see a lot of coaches do) is to have the prospect fill in a form that takes them straight to the coach's calendar booking system so you can book a call with them. The problem with doing that is you'll have people booking onto calls who, for whatever reason, aren't ready to work with you. At this point, you don't know much about the client, and they potentially don't know much about what you do. So what we do instead is to have people raise their hand for something - we want them to say they're interested by replying to an email, clicking on a link, watching a video, etc. Ultimately, we want them to fill in an application form where they answer a bunch of questions about who they are, what they’re looking for, why they want what we offer, etc. The questions are designed to pre-qualify them and only if they pass a set of specific filters, do they get the calendar booking system for the call.Of course, the decision is made by a system, and whichever one you use, it's always going to have limitations because it's not human! But the key here is that having an application form in our funnel pulls out people who aren't serious. And that means we get fewer and better-quality people showing up on the calls. The people you talk to are more likely to buy your stuff, and that’s what we’re looking for. What happens when people don't qualify? When someone doesn't qualify at your application form stage (for example because they're not ready to invest), you still don't want them to get to a dead end. For example, we send those people to a page where they can play a video that tells them that based on their answers, it looks like we might not be a fit to work together. But in that same video, we also explain what's involved in the programme, what the price is, etc.Now they have all the information, they still have a choice. And we present them with two buttons:The first button allows them to tell us they still want to talk to us about applying for the programme and takes them to our Calendly form to book a call.The other button is for people who think they’re not ready for this programme. But they still get access to a 2-minute summary of a down-sell offer, which, in our case, is for our membership The League. This means that the funnel doesn't have a dead end!The best lead magnets for coachesWhen it comes to lead magnets, we see a lot of coaches make the mistake of using something that doesn't attract the right people. As a coach, you want to make sure your lead magnet attracts the right people for you and pushes away anyone who doesn't want what you sell. So don't have a lead magnet that does the wrong thing!Focus on attracting people who are at the phase of fixing the issue you solve - not those who are in victim mode or still basking in their problem. Because if someone isn't searching for a solution, they're hard to sell to! So always check how your lead magnet is framed – make sure it attracts people who are looking for a solution and not those who are addicted to their own misery and still in victim mode. Social media vs email marketing for coachesWhen it comes to social media and email marketing, coaches need both. That's because you need somewhere to build an audience (social media) and somewhere to convert them (email marketing).You want to create this cool infrastructure and loop where people come through our social media, and you get them onto your email list. It's a two-directional relationship between the two. Social media and email marketing work together as long as you push the same agenda. For us, our social media focus is on our Facebook group. And we might not have a huge audience there, but we have the right audience. And from there, we use email marketing to convert. Rember that you'll always get much higher engagement and profitability from emails than you do from social media.We’re not saying that email marketing replaces social media – it simply has a different job. Email is used to sell – it’s for conversion. It allows you to know what someone is interested in because they’ve clicked on the links in your emails. So you get to create a sensible path to move people closer to buying. And that's something you can't really do on social media. This is why we recommend that coaches use email marketing to convert. If you haven't already, go and check out our membership The League. We have all the campaigns you need, such as The Temptress campaign, The Explorer High Ticket campaign, and even our Open Day campaign. This is a type of free trial campaign where you could let people sit in and maybe observe some of your sessions for free so they can try before they buy. How can coaches sell using email marketing? As a coach or consultant, these are the four things you want to do with email marketing:Identify people's specific problems and narrow them down to the specific problem you solve. Get them to raise their hand and say they're interested. Create the desire for your specific solution to that problem. You want people who are interested in what you sell, specifically. Move people onto some kind of conversion event (a webinar, a sales call, a video sales letter, etc.) and sell!So the biggest opportunity coaches have to stop this hustle mindset is to have a system that’s generating leads and converting them into coaching clients. With email marketing, you can do this time after time and on autopilot.You get to create an asset where you use emails to nurture people and move them towards the sale. If you want access to our campaigns, go and check out The League, and you can start using them immediately.  Subject line of the weekThis week’s subject line is “This guy is selling our stuff!” followed by the shocked face emoji. And this is pretty much the definition of how we try and grab people’s attention with an opening hook.The email was about the fact we did a partnership with someone. We got in front of his audience, and he's now selling some of our products for us. Of course, this is great for us because it helps us build an audience and make money from it, too.The wording in this subject line helped people go and open the email. There’s an implication that someone might have stolen our stuff. And you can tell it's a fine balance between generating interest and curiosity and being too clickbaity, right? So go check it out!Useful Episode ResourcesRelated episodesStop Wasting So Much On List Building by Using Traffic Loops.Why We Started an Email Marketing Agency.How To Get Your Customers To Buy Using Buyer Psychology In Email Marketing.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about email marketing for coaches) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.  Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

Would you like to find out how our member Emily Moncuit from Emily’s Notebook made over $14k in only 7 days by using ONE of our email marketing campaigns?It sounds too good to be true, doesn't it? You join a membership, do one thing, and make a whole bunch of money. And when you implement the next action, you make more money! Mindblowing!But let's hear it from Emily... SOME EPISODE HIGHLIGHTS: (0:20) Join our FREE Facebook Group. (3:25) Who is League member Emily Moncuit?(5:59) When did Emily get started with email marketing?(8:29) What was Emily's biggest barrier to making email work for her?(9:35) What did Emily's emails look like before she joined The League?(12:54) What were the first changes that Emily made when she joined The League?(16:37) What impact has email marketing had on Emily's revenue and sales?(19:03) How does Emily feel about her email marketing now?(22:30) The one action that had the most impact on Emily's email marketing.(25:12) Subject line of the week.Who is League member Emily Moncuit?Emily teaches people how to draw (step-by-step) with a particular emphasis on supporting their well-being and integrating a drawing habit into their day. Emily used to sell a high-level ticket offer in the form of a course, but she's now transitioning into a membership model. Her business is evolving because there's a massive demand for drawing, as people have been disconnected from their creativity.Drawing is something we might be good at when we're in school, but traditionally and culturally at some point, it gets discouraged. And people are told to get "a proper job". That's when drawing becomes a hobby, and if we treat it like a hobby it's not part of our creative reasoning and evolution as human beings. So there’s a deeply rooted psychological connection that people have with drawing.When did Emily get started with email marketing?Emily started drawing in 2019 after her divorce to find a way to cope. At the time, she worked as a director in a government position where she was involved in community regeneration. Overnight, she started her creative journey by drawing every day, and at some point, she decided to do this as a career. Emily tells us her email journey before joining The League is pretty shocking. She would send emails sporadically and about once a week. Ironically, while she was used to doing a lot of face-to-face work to build communities on the ground, she didn’t know how to translate that to the online space. She had a mental block to community building and thought she needed the face-to-face, live context every week. As a result, her emails were very unfocused and with no real call to action.When she first implemented our first sequence of tasks, Emily says, it was like stepping into the light! She had a busy first month after she met us. In fact, she was as resentful as she was elated because she got results but also had loads of questions about how to do things.What was Emily’s biggest barrier to making email work for her?The biggest barrier for Emily was psychological - she didn't believe she could connect with people via email because in order to do that, people need to open your emails. And what if they don't? So she thought she needed to do social media instead. And this is no surprise because we know that everyone thinks their business and audience are different from everyone else's. What did Emily’s emails look like before she joined The League?Before she started working with us, Emily wasn't truly understanding what her audience’s challenges were or didn't know how to create a conversation with them. She was throwing spaghetti to the wall hoping it'd stick. And that approach gave her no real results and definitely no consistent revenue from email marketing.Emily was only sending one email a week, and that wasn't frequent or consistent enough. Every week, she'd publish a blog post and then send an email out with the link, encouraging people to read her work and sign up for her free weekly event. But that was it. She had no direction or strategy, and her emails felt very random. Plus, these were all live emails – Emily didn’t use any automation.  Speaking of automation and systems, that's one of the reasons Emily said she resented us when she first came into our world. She realised that her existing email marketing platform couldn't do what she wanted, and she needed to switch. Thankfully, through our amazing community, we were able to put her in touch with an expert who could help. And Emily attributes part of her success to our community as well as to our teachings. What were the first changes Emily made when she joined The League?The first thing Emily did when she joined The League was to change her email signature – she added links for paid products to her footer and found that people do click on those links! Adding links to the footer of your emails is one of the things we encourage people to do on our Success Tracker. That way, even if you have no particular way of making an offer, people can still go and check your products out. The Super Signature turns every email into a sales email.After that, Emily ran our LOL Revival Campaign. This allowed her to remove anyone who wasn't engaging with her list, and as we always say, this helps with the deliverability of your emails.  At the time, Emily was selling a high-ticket offer and doing live launches 2-3 times a year. So she'd implement our campaigns in the lead-up to launching a course. And they work! At the time of this interview, Emily was in the middle of an Overture campaign - on day 3, she'd made 38 sales thanks to the automated sequence she implemented - all while going about her day. Because that’s the beauty of an automated campaign – you set it up once and let it run without the chaos of having to post something at the last minute. We give people a strategy and a structure, and that's what email marketing is all about!What impact has email marketing had on Emily’s revenue and sales?Emily has recently changed her business model from a high-ticket offer course to a membership and a self-liquidating offer, and by using our Overture campaign, she made £11,673 (over $14k) in 7 days. She also made around £5,600 (just under $7k) in 5 days’ worth of emails in her Black Friday campaign. Not bad for a few days worth of work, don't you think? How does Emily feel about her email marketing now?Doing email marketing has helped Emily with her community building. And while she'll admit she doesn’t always understand some of the psychology that we use or implement, the interaction she’s getting with her community happens privately in her own space – not on social media. Emily doesn’t have a massive following, but she has grown her email list to just over 8,000 subscribers.Emily feels excited about email marketing now - she looks forward to thinking about what she can say. Because while people may think email marketing is quite rigid, it's actually very creative. There's a lot you can do - including questionnaires and surveys. And it helps shape how you communicate with your audience going forward. So she's excited about email being another extension of the creativity she already has in her business. Email marketing allows her to drop into people's inboxes and send them on many wonderful journeys inside her world. Emily has now built a system through email that she can put more and more people into and scale beautifully as her audience grows. The one action that had the most impact on Emily’s email marketingThe one thing that Emily recommends people focus on is growing their email list. A lot of people depend on social media, but it's really all about creating your own platform with email. So she advises people to look at their onboarding and how they're communicating with their audience from the get-go.Did email marketing take over Emily’s entire life?A lot of the emails in our campaigns, Emily says, only take 3-4 sentences, so it doesn't take Emily long to create an email sequence. Plus, the emails and campaigns are built into a structure and automated. Emily pointed out it takes less time to send an email than to do social media, so once you know what you sell and how to build it, you treat email as your sales team. Regardless of what type of trial you’re running, what should your email campaign look like?   Subject line of the weekThis week’s subject line is “I’m leaving.” It has the curiosity element that leaves people wondering what is going on. Is someone leaving the business? Or what is he leaving? Why? When? And who exactly? So it’s all about compound curiosity. Check it out!Useful Episode ResourcesRelated episodesHow Brad Brown Made $90k By Automating Webinars.How Facebook Groups and Webinars Make Matthew Harrington a Happy Man.And How A League Member Made Over $10k With Just ONE Email Campaign - Case Study With Aidan O'Sullivan.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about how to create the perfect free-trial email sequence for your email marketing) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player. Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

Do you run free trials for your membership, course, or product? If you want to know if a trial offer is a good idea and want to get your hands on a free-trial email sequence for your business, here are some of the strategies we use to sell our own membership, The League. And there's some really juicy stuff in here! Ready?SOME EPISODE HIGHLIGHTS: (0:20) Join our FREE Facebook Group. (5:00) Should you run a free trial?(8:29) Trials help with risk reversal.(11:37) A trial isn't a discount!(14:28) Should you give full or limited access?(17:38) Do you need a free-trial email campaign?(21:14) The elements to include in your free-trial email campaign.(25:54) To bill or not to bill?(28:44) Free-trial email sequence key elements.(32:13) Subject line of the week.Should you run a free trial?If you have a membership, getting people into it is probably your main focus. And trials can definitely help with that. They are exciting, and any type of trial (free or paid) will get more people into your membership.  The problem with a free trial is that many of those who join might leave afterwards. And that's because they haven't invested or overcome any sort of barrier to be there. So they're not likely to start doing the work. And without that, they can't get any results, which means there's no value for them in staying after the end of the trial. But when people invest in your membership, they'll do the work. The fact they paid money to join shows commitment because people won't want to lose the money they invested. Trials help with risk reversalOne of the big pros of running a trial is that it acts as a risk reversal strategy. In our SCORE email engine, the R stands for Risk Reversal. (And if you're wondering, the whole acronym stands for Sales, Content, Objection Handling, Risk Reversal, and Engagement). How does a trial take care of the risk reversal element?There are different ways of running a trial and lots of possibilities and combinations that go from a free trial to charging the full price of the membership. In other words, you could charge someone any amount you decide for them to join for 2 days, a week, a month, or however long you want. A trial allows people to try out the membership at a lower risk (or no risk). And how much you charge may have an impact on retention (i.e. whether people stay at the end of the trial). So you may need to play around with the duration and the price of the trial to understand what works for your business.And another decision you may want to make is around whether you give people full or limited access to your membership. The key is to find the combination that gives you the most money. If your trial is priced higher than free or $1, you're going to get fewer people signing up. But at least you get some money in your pockets. If you charge $1 or run the trial for free, then obviously you're not making much money in the process. We suggest you work out how much someone is worth to you over the lifetime of that person being a customer. And if that’s hard to calculate, try to work out on average how much someone is worth to you over a year. Look at the gross number per person.A trial isn't a discount!In our business, we currently have a $1 trial. But we've also tested offering a full-month trial as well as a 14-day trial. The idea is that you could run a trial and give access for however long you choose. What's important is the way you frame it. You want to make sure people understand they're joining for $1, for example, and that gives them access for X amount of time. But after that, they will continue staying members.Membership site owners are often reluctant to run trials because they don't want to offer discounts. But a trial isn't a discount! It's a strategy to reduce risk to help people understand whether your membership is the right choice for them. Will it work for them? Will they like it? And will they get results? By offering a low-risk trial, you help them answer these questions. So when you encourage people to take the trial, you need to use language that doesn't suggest that they'll take the trial and leave. What you do instead is to ask them to join the membership for $1 for the first month, for example, and then stay on at the full price. It sounds like the language of a discount, but the emotional trigger that makes people jump on the offer is risk reduction. Should you give full or limited access?When running trials, you also want to think about what type of access to your membership you'll give people. What we do, for example, is an access-all-areas trial for $1 for 14 days. This means we allow people to get into entire membership for 14 days for $1. It means they can join, access, implement, and run our campaigns or use our Automate Hero tools and make money during that period of time for $1. And to us, that's great. Because people who get results will want to stick around. The alternative is to run a limited-access trial. This is where you give people access to some of your content for $1 for a certain period of time. It could be that they can only consume pre-recorded content, but not the live calls, for example. Or the other way around.Another type of trial we love and run a few times a year is the Open Day. This is where someone comes along for free but with limited access. People get to attend one live group coaching call inside our membership The League and see what it's like. Do you need a free-trial email campaign? A key point to consider when running a trial is whether people should go through your standard onboarding process or whether you want a separate one that's designed to convert people so they sign up at the full price. And the answer to this question can vary. Because the job of the onboarding sequence is to get people to remain members after the trial. But if people join on a trial, you want them to understand that the membership is worth its full price. Obviously, people who sign up at the full price have already realised that your membership is worth it. But those who came in via the trial may not. So consider this - how much selling did you do upfront? Did you sell the value of the membership upfront and before people signed up for the trial? If you have, then you should be able to put people on the same onboarding sequence that you use for your new (paying) members. Where our trial offer sits in our email engineFor example, our risk reversal offer doesn't sit on the front end - it's something we offer down the line. We do this to maximise profitability by selling the membership to those people who are ready and willing to buy at full price first. And then, at some point, we make our risk reversal offer. But by then, we've already sold the value of our membership. The advantage of presenting our trial offer in that way is also to ensure we have enough things to email people about. For a period of time, day in and day out in our emails, we use loads of different angles to try and sell our membership. And when we eventually offer a trial, we do it with some urgency and for a limited period of time. That's why we use the same onboarding sequence. Because by the time we offer the trial, people have been through a full sales campaign, our content-led campaign, and an objection-handling campaign.But if you're leading with the trial offer (and haven't sold the full value of the membership upfront), then you may need a different onboarding to clarfy that the product is worth a lot more. And if everyone joins your membership via a trial, then the trial email sequence is the only onboarding you'll ever need! The key is to find the balance between reselling people and making sure you deliver a valuable onboarding experience.What to include in your free-trial email campaignRegardless of what type of trial you’re running, what should your email campaign look like?Create FOMO The first thing you want a free-trial campaign to do is to create a specific type of FOMO – the idea that they’re not in the in-crowd. For example, in our free-trial sequence, we use the same language we use inside our membership. We don't do it in a pushing or jarring way - it's very inclusive. But we might talk about our Interrogator campaign, for example, and you'd only know what that is if you're in our world because that's the terminology we created for ourselves and our clients.  Sell the outcome of the trialAnother thing you can do in your free-trial email campaign is to stack up the return on investment (or the emotional result or overall outcome) that people get during the trial. In this campaign, you're no longer selling the membership - you're telling people what can happen during the trial. We do this by sharing case studies of some of the action-takers within our community who come in, launch a campaign, and make the equivalent of 3 years' worth of our membership in a few days. So sell the outcome of the trial.  Make your trial a limited-time offerThen tell people there's a limited time to take the offer. This is another reason why we don't make our trial offer on the front end. Because it would be hard to close it down. Instead, as we already explained, we make this offer somewhere down the line and use our Countdown Hero software to let people know they have limited time to take it. This is important because people are clinical and jaded and wonder why you're doing something. If you're ever going to offer a discount, there needs to be a good reason for it. Our reason is always honest - we tell people they can join for $1, make a whole bunch of money, and then want to hang around forever. They'll want to buy all our stuff and become raving fans. In fact, we often offer the $1 trial as an upsell for people who bought something else from us. So it's important you always wrap your offer around a reason - it doesn't have to be a hugely good reason, as long as you give one.To bill or not to bill?Another decision you have to make when you run a trial is whether you want to automatically renew the membership (and bill people) as soon as the trial ends. If you're going to re-bill someone, you have to be crystal clear (not just upfront but overt) about the fact you're doing that. So, for example, we say that our membership will cost $1 for the first 14 days and then we'll bill your card for the full amount after that, and the membership will automatically continue. You don't have to do anything but can obviously cancel at any time.We're completely upfront and fair about this, so no one can feel like they’ve been misled or scammed. What you don't want is to bury this in the small print somewhere in some obscure piece of copy where it can be overlooked. You don't want anyone to have any nasty surprises because that would put you in a sticky situation. That's why we also put the information on the shopping cart. We want people to be crystal clear on what's going to happen when they give us their credit card information. And of course, the reason why we re-bill automatically is because it increases our conversion for the trial. If you don't do this, conversions are going to be very low. And not necessarily because people don't want to be in your membership, but because they don't get around to renewing when the time comes. The job of the trial is to make it easy and convenient for them. If you don't re-bill, you can send email reminders before the trial is over to tell people they're not in a contract with you and if they want to stay, they'll need to sign up and pay. But conversion will be a lot lower than with automatic re-billing. Our Open Day trialWe also run another type of trial where we allow people to come in for a day. For this type of trial, we don't ask for credit card information. It's absolutely free, and we do this because it reduces friction and increases the number of people who enrol by just providing their name and email address. Inside our membership The League, we share a great Open Day email sequence, which is designed to convert people who attend this type of trial. Free-trial email sequence key elementsSo when you put together an email campaign for a free trial (or a paid trial), remember to tell people what they're going to get during this period. Sell the outcome! If you're only selling the trial at this point and not the whole membership, then introduce urgency. Also, share some kind of reason why you're offering a trial. And remember to share case studies!Another point worth remembering is that while you may be tempted to just send one email about the trial and then move on, you should create a whole campaign out of it. This is one of the key strategies in our business and teaching. You want to take everything you’d normally put in one email and make it into a sequence.If you want to get your hands on the campaigns that we have to do this and apply this idea of risk reversal, you can grab them inside our membership The League. You'll find our Splinter campaign and our Open Day campaign in there too. Subject line of the weekThis week’s subject line is “Do this on your NEXT launch…”. This email was about us sharing the fact we were doing a live Zoom call to talk about a marketing strategy we use for scarcity. This subject line works well for two reasons. First of all, we were driving people's attention to something other than what we normally do. Most of our emails are about The League, but this one was totally different. And also, the subject line has a specific tactic-sounding ring to it - something you can do on your next launch. And people love a tactical tip. So check it out!Useful Episode ResourcesRelated episodesHow to Create Urgency For an Evergreen Membership or Course Without Product Launches.How To Get Your Customers To Buy Using Buyer Psychology In Email Marketing.6 Things You Didn’t Know Your Email Marketing Platform Could Do.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about how to create the perfect free-trial email sequence for your email marketing) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player. Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

Want the behind-the-scenes of all the behind-the-scenes? Then let's talk about everything you need to know about our awesome membership The League.(Spoiler alert - this is some pretty cool stuff!)SOME EPISODE HIGHLIGHTS: (0:10) Join our FREE Facebook Group. (4:20) What is our membership all about?(6:04) Why we created The League.(9:25) People buy for different reasons.(13:07) Why you want to sell from different angles.(16:23) The 'trifecta' of features you get inside The League.(22:36) What about the technical aspects of email marketing?(26:59) And we have Battle Plans too!(29:20) Who's The League for?(30:54) Subject line of the week.What is our membership all about?People ask us questions about our membership all the time. How does it work? Will it work for me? Well, first things first, its full name is The League of Email Marketing Heroes. When we first launched it, we didn’t know what to call it, and it was one of our members (shoutout to Fifi Mason!) who suggested the name we're using.And we might be biased, but we genuinely think it's the best email marketing resource on the planet that teaches you to make more sales (and more predictably) in your business using email marketing. And we obsess over improving it. All. The. Time. Why we created The League?People buy for different reasons, so you need different ways to sell and present your offers. But also, there's a benefit to selling a smaller number of products - it's more profitable and efficient in many ways. For example, if you only sell one thing, you only need one sales page and not 10! When you sell a smaller number of products, you need to sell them to more people, which means having to get more first-time subscribers to become customers and then having more of those customers buy another product. That’s how you make more sales from the same product and the same people – you sell more of your products to the people who are already your customers and maximise your customer value along the way. And then you bring in the next set of subscribers and do the same thing again. This is how we sell. And that's also what we teach inside our membership.  And the great thing about this method is that people don't end up feeling overwhelmed about which of your products they want to pick. Because there's only one! That's why we only sell our membership The League, our programme Accelerator, and our Email Writing Agency. We have a few front-end products to get people to our main services, but broadly speaking, we don't need to switch our promotions up to talk about different things.And that means we're great at understanding our core product - our membership The League. We know how to talk about it and to make sure it's the best email marketing membership on the planet because we're not distracted by other things. We're able to focus on this one product, make it better, and fill it with deep content. People buy for different reasonsIf you have people on your email list who haven't bought yet, it's because they haven't heard the angle that makes the penny drop. They haven't yet realised why they need to buy and take action right now. So your job is to keep communicating about the thing you sell in different ways until someone hears something that makes them want to buy. If you don't have at least 20-30 different angles (or campaigns) to sell your one thing, then you’re doing your product a disservice. Because it means you haven’t said what you need to say in all the different ways it could be said!If you only have one campaign, you may be able to handle some objections. Or share some social proof. Or even create some urgency. But that’s only from that one angle. And the motivators (the psychological reasons why people buy things) are different.Someone might buy a new pair of shoes because they’re the latest model from their favourite designer. But someone else might want those shoes only because there’s a discount. And that's their motivator. A third person might want to buy because there’s an offer where you buy one and get one half-price. We created our method (and that's what we teach inside The League) because it works. And because no one else was doing it! Why you want to sell from different anglesWe sold as many spots of our membership using a whole lot of campaigns. What would have happened if we only had one campaign? If it’s taken that much effort and variety of campaigns to get as many people in, imagine what would happen if we only created one and then moved on? By running one campaign we sold $27,000 worth. But when we added what we call our SCORE email engine (which is basically more campaigns), we sold over $500,000 worth of spots in a number of months. So the difference in the results you get from talking about something from different angles is astronomical!Since 2006, we have built a bank of proven campaigns, and that’s how our membership The League started - we give others the same campaigns we use and see success with in our business. And of course, we keep adding more campaigns. We run them inside the business first and only launch them when we know they work. We do this less frequently now because we have a lot of campaigns, but whenever we have new ideas, we create new sequences, test them out, and then offer them inside our membership. The 'trifecta' of features you get inside The LeagueWhen you access our campaigns, you get every single email that's part of that sequence. This means you don't have to figure out what to send or to piece things together yourself. We give you all the campaigns, teach you how they work, and show you how you can use them. All you need to do is to tweak them slightly so they suit your business and your stories. The Hotline group coaching callsTo go with the campaigns, we also have two group coaching calls every month – we call them Hotline group coaching calls. We have League members from all over the world joining these calls, and we help every single person to apply email marketing to their specific situation. It's all about their product or service, their business, and the lifestyle they want to build around that. We have people at all stages of their business asking us which campaign to use or how to make a specific campaign work for their individual situation. In a nutshell, we help people figure out what their email marketing strategy should be, based on their circumstances. We want every single person to leave the call inspired with new ideas and never feel they've hit a roadblock. In fact, we even have people who join the call, don't ask a question of their own, but always walk away with ideas for something they can do in their business. And that's just by listening to us answer other people's questions. Because we address everyone's questions in deep and detailed ways, we always have members seeing opportunities or solutions to problems they didn't think they had. And those are the kinds of things that can change your business. And even your life! The campaign workshopsThe other live interaction we have inside our membership is through our campaign workshops. Every month, we grab one of the most recent campaigns that we published, and we dissect it. We dig into every single email of the campaign, look at its structure, and explain it. We go deep into the psychology of each email of the campaign and give people an opportunity to ask questions about how it all applies to them. The reason we do this is that it helps you do a better job with each campaign. But even if you never run a specific sequence of emails, you can still use some of the techniques, strategies, and psychology behind it for something else. It could be a sentence, a hook, or simply an idea from a campaign that doesn't relate to your business specifically, and apply it to something else you want to do.Every email you come across in our campaigns is almost like a piece of a puzzle that you can put together in different combinations. So by attending a campaign workshop (or watching the replay), you learn how to become better at email marketing rather than just filling in the blanks (which also works). What about the technical aspects of email marketing?While we think email marketing is more about psychology, there's also a technical element to it that can hugely enhance your results. It's through automation and technology that you can run flash sales or urgency-based campaigns, for example.Let's say you're running a time-bound campaign where you give a discount to people for the first 48 hours after they join your list. You want to do this automatically for everyone who joins your list, regardless of when they join. And in the past, we used to run these types of campaigns using a third-party tool which we loved. As a result, we'd recommend it to all our clients too. It was a no-brainer, but the tool obviously had a cost, and we felt quite uncomfortable telling people they should subscribe to it. This is why we created a whole suite of tools that are included in our membership at no extra cost. It's called Automate Hero, and we have a few tools within the suite that fully integrate with your email marketing platform. We talk about the details in this episode called 6 Things You Didn't Know Your Email Marketing Platform Could Do.And we have Battle Plans too!What you learn inside our membership The League is the system for automating the sales function of your business. You get the campaigns, the training, the coaching, the community through the Facebook group of members, and the technology to make sales more predictably in your business without ever wasting your time.On top of that, we also have a bunch of Battle Plans, which are training courses worth between $47-$247. We only rarely sell them outside our membership, but they are free to our members, and they help with specific bits of email marketing, such as subject line inspiration or the technical aspects of list building.The whole thing is very modular, and we’ve built it that way to get you fast results. It's not unusual for us to have people who join our membership, implement one campaign and make thousands of dollars worth of sales within days. And you can obviously build the campaigns as and when you're ready, add to them, and have them running for you automatically and making you money!We also created a Success Track that people can follow step by step to start getting results. And if at any point you feel stuck and want to know how it all applies to your business, you can just come and ask the question. Through The League, you get to build this system over time and always improve and refine it. It's a different approach to email marketing but one that will make a massive difference!Who is The League for? While we say that our membership The League is mainly for coaches, course creators, and membership site owners, we have all sorts of businesses in there - from martial art studios to bakeries, insurance brokers, magicians, musicians… you name it!And they’re based all over the world with all sorts of business models. We have people with digital, online businesses but also people with brick-and-mortar businesses. The truth is that we could all be communicating with our email lists a little better and have the best system that allows you to at least double the sales you make from your email subscribers. That’s what our membership The League is designed to do. So if you’re not already a member, go and check it out to take advantage of all this. Let's get stuck in! Subject line of the weekThis week’s subject line is “Price decrease!” It’s a weird and interesting one. Because people see this and wonder if you’re running a sale. Has the price gone down for something? This is odd and rare because people often talk about prices going up, not down. The story was about the fact we were in Florida and about to book an Uber. But the price was too high, so we closed the app and started downloading a competitor’s. And right there and then, Uber sent us an offer with a price decrease, so we booked our ride with them. It’s not a great tactic, but it’s going to get them the business.So that was the story, and the subject line grabs people’s curiosity. They are left wondering what’s going on and why someone would decrease their prices. Check it out!Useful Episode ResourcesRelated episodesThe Little-Known Right Order to Make Your Offers (For Maximum Sales).Best Email Marketing Campaign To Get Your Customers To Buy Again (And Again).Tell Me You’re A Member Of The League Without Telling Me You’re A Member Of The League.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about this amazing behind-the-scenes of our membership The League) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player. Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

Do you run webinars in your business? Whether you do or you don't, you need to check out this conversation with Dave Dee about selling with webinars and email marketing. Dave's tried-and-tested tips (and this exact email sequence) work a treat and will help you convert like crazy. Trust us - you do want all the details (and wording!) of this stupidly simple email campaign. Here we go.SOME EPISODE HIGHLIGHTS: (0:10) Join our FREE Facebook Group.(3:03) Did Dave really embarrass himself trying to speak Italian at a presentation in Italy?(5:06) The killer webinar & email marketing combination.(7:03) Crafting the perfect live webinar email sequence.(10:54) How to increase your webinar show-up rate.(13:53) The first email of the sequence.(17:27) Writing the second email of the sequence.(19:38) The third and fourth email of the sequence.(26:41) Subject line of the week with Dave Dee.(28:38) Get this FANTASTIC gift from Dave Dee!The killer webinar & email marketing combinationIf you want to make sales in your business you need two things - email marketing and a conversion mechanism. Dave Dee is an expert at webinars - his choice of conversion mechanism to be used in conjunction with email marketing. Dave believes that live webinars (not pre-recorded ones) are a tremendous way to build your list. You can generate leads using Facebook, LinkedIn, or other methods and drive them to webinars to build your list and convert leads into appointments (if you're a coach, for example) or sales. Dave's model is based on running a live webinar once a month and driving traffic to that webinar via email. It's great for list building but also for sales, especially if you sell a higher-ticket item. In fact, Dave's even sold a $100,000 product with this exact system by driving people to a landing page and inviting them to a live webinar.Crafting the perfect live webinar email sequenceWe're all familiar with webinars as, post-pandemic especially, they're everywhere – not just in B2B spaces but also in B2C. So to stand out, you have to use email in a more efficient and effective way. And here’s the exact sequence you want to use to promote your next (or first, if you haven't done one before) webinar. Typically, Dave runs his webinars on a Thursday, so his emails go out from Monday to Thursday. Dave finds that if you start emailing a lot earlier than that, people will register but then forget and not show up. So 4 days is plenty of time - in fact, a lot of people will sign up on the last day! In the four days leading to the webinar, Dave sends out a daily email (at 6:30 am) where he'll promote the webinar in the PS (and drive people to the registration page). On top of that, he sends out a solo email to promote the webinar (at 2:30 pm) - and that's what helps to increase registration. And here's a big tip. Everyone teaches that once someone registers for a webinar, you need to put them on a separate list and stop emailing them the invitations. Don't. Do. That. What you want to do instead is to send the entire sequence of invitation emails to everyone on your list - including the people who already registered. Sounds crazy and counterintuitive? Maybe. But it works. How to increase your webinar show-up rateThe people who register for your webinar will also go on a separate reminder sequence, but you want to keep sending them your regular emails too. And the reason for that is to increase your show-up rate. Dave typically gets a 50-60% show-up rate to his live webinars, which, for context, is very high!So people who have already registered for the webinar receive daily emails but also a reminder sequence where they'll be notified that the webinar is coming in 3 days, 2 days, one day, one hour’s time, etc. Of course, sending so many emails may make you feel a little uncomfortable at first, but the economics of the final result (making more sales because you have more people showing up) are worth doing, even if you get a few complaints or people unsubscribing. And that's if you get any at all! Because, as Dave points out, if you have a good relationship with your list where you're delivering value with your daily emails (with infotainment and loads of personality) people won't complain or leave! The first email of the sequenceThe structure of the emails is important, and the first one - your core email - is everything. Your whole campaign is built on that one email, so make sure you come up with a super hot title for your webinar. Without that, none of this matters because people won't opt-in. The webinar title is mission-critical!Then your first email (following Dave's method) will go out on a Monday with the subject line: “Big announcement.” And it'll say something along the lines of:“Hey, on Thursday I’m doing this live masterclass/webinar/training titled X. And I would like to invite you to attend as my guest. Here’s what you’re going to discover.”To that, you add 5 or 6 bullet points to tell your subscribers what they’re going to learn - make sure you tease and intrigue. Then you say:“If this interests you, save your spot here.”And typically, Dave will also point out that limited spots are available, which is always true. Because regardless of the platform you’re using to deliver your webinar, there are always limits to how many participants you can have. In fact, Dave recommends you get the smallest package of attendees possible with the platform they’re using (as long as you can upgrade easily) because, in subsequent emails, you can legitimately say that you’ve sold. And it won't be a lie! Writing the second email of the sequenceThe second email (out on a Tuesday) uses the subject line: “One-word update.” Marketers out there might argue these are terrible subject lines, but they get huge open rates because they seem natural and non-salesy. This email gives an update on the webinar. If you sold out, you can say you filled all the spots and potentially even had to upgrade your plan to let more people in. Or you could say:“Wow! Registrations are going crazy here - we’re about to sell out! Make sure that if you haven’t registered yet, you do that.”This is important because if someone’s already registered (and they’re reading this email) they’re going to think they’ve made a great decision. The email reaffirms that the decision to attend was a great choice. And it also acts as a reminder to show up because this webinar is popular.So the person who’s already registered isn’t going to be annoyed with you when they read this. And those who haven’t registered yet, are being reminded to go and do it if they don't want to miss out. Then you add a PS that says: “Here’s the original email for your convenience” and you copy and paste the first email in the PS.The third and fourth emails of the sequenceOn the third day, you use the same opening talking about how registrations for the webinar are going crazy, but you send something a little different. For example, you can share the answer to a question your received from your audience. And then you finish your email with:“If you haven’t registered yet, click here. PS: Here’s the original email for your convenience.”You're still sharing great content, but the email also acts as another reminder that people need to show up on time. By positioning the email in this way, you build excitement for the webinar. And that's how you get a high show-up rate. The fourth email goes out on the day of the webinar and uses the subject line: “Agenda for our meeting.” The people who see that obviously have to open the email!And this is where Dave talks about what he's going to be discussing in the webinar. He does this by slightly re-writing the bullet points he’s already shared. The only change is that, at the end of the email, he tells people who have already registered to show up 5 minutes early so they make sure they get in and don't miss out on anything. And then he adds:“If you haven't registered yet, and you're interested in this, here's your last opportunity.”And then he shares the link to register for the webinar one last time. The bit "if you're interested in this" is key here - because it's genuine. It's not along the lines of "If you miss this, you're missing the biggest opportunity that will change the Internet forever!" You want to use gentler and nicer language than that - something that feels sincere and not hyperbolic. Spend time on that first email! The main tip from Dave is to spend time on that first email of the sequence because if that's not hot, the rest doesn't work. But the beauty of this method is that it's simple. He's tested multiple combinations of emails and eventually stripped it all down to this process, which removes a lot of work and frustration. This sequence simply works - even with cold leads. It helps you build a legitimate list and ensures you're never spamming anyone. Dave spent more than a decade going deep into webinars, so you can trust that this simple, straightforward method is the way to go to sell like crazy. Try it out! Subject line of the week with Dave DeeThis week’s subject line (and one that gets Dave a huge amount of open rates) is “[FIRST NAME]?” Dave used this subject line for the email promoting a $15,000-per-person mastermind he was running. And he sold 17 spots via email!Of course, Dave points out, if you're going to use a subject line like this, it's important that your emails come across as personal. You don't want to send a big marketing pitch - it needs to look and feel like something personal. Check it out! Useful Episode ResourcesAbout Dave DeeIf you want to connect with Dave, you can find him on his website. Dave’s also sharing a gift with us all – a report that details (slide by slide) how to create a webinar that converts. It’s called "The ultimate 7-figure one-to-many sales presentation template" and you can download it for FREE. If you decide (after reading the report) that you want more, you can subscribe to get Dave’s daily emails. Awesome, right? Related episodesHow Brad Brown Made $90k By Automating Webinars.How Facebook Groups and Webinars Make Matthew Harrington a Happy Man.Fix Your Traffic Problem For Good, With Todd Brown.FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! Thanks so much for tuning into the podcast! If you enjoyed this episode (all about this stupidly simple method for selling more with email marketing and webinars) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

Do you run a membership or are thinking of putting one together? How do you welcome new members and make sure they feel reassured they're in the right place and know what to do next? Today we share how you can create an onboarding sequence for memberships that your customers will absolutely LOVE!Since launching our membership, we've had many different approaches to onboarding. And we can tell you this - simply giving people their login details isn't enough. New members need more hand-holding than that! So let's take you behind the scenes of our onboarding process and show you why it works so well. Ready?SOME EPISODE HIGHLIGHTS: (0:10) Join our FREE Facebook Group. (2:42) What is a member onboarding sequence?(5:03) Being new to something is terrifying! (9:12) Why you shouldn't treat a brand new person like a member just yet.(11:30) The 3 key steps we use in our onboarding sequence.(12:59) Make sure each step leads to the next one in the sequence.(15:23) The email we send in our onboarding sequence.(19:36) Example of the first email in a member onboarding sequence.(22:35) Create an onboarding sequence your members will love!(23:22) Subject line of the week.What is a member onboarding sequence? Simply put, when someone joins your membership, you need to onboard them so they don’t get lost. You don’t want someone leaving because they feel overwhelmed, right? So you've got to take care of them. That's what an onboarding process is. If someone joins our membership The League, we have over 40 campaigns, 20 video trainings, and lots of unique phrases and terminology. So we understand that someone can easily get overwhelmed. And that's why we have an onboarding sequence to avoid that.When you become a customer of something new for the first time, it's terrifying! If you don’t have a grasp of the thing you’re learning you just don’t know what you don’t know. And you'll have to ask questions. Sometimes you don't even know if you're in the right place. Are all the things you need even in the membership?People who join your membership know what problem they have and the promise you made them. But they don't necessarily know the solution. So as a membership owner, it's your job to make it simple for your members. You want to make it easier for them to learn what you teach and fit it into their lives. Email onboarding best practicesWhy you shouldn't treat a brand new person like a member just yetThe first thing we'd like you to think about is that there's a difference between someone who joins your membership for the very first time and a member. To us, the job of the onboarding process is to take someone from being this new person who dipped their toe in the waters for the first time to being a fully-fledged member. It’s an interesting mindset switch, but it's so important that we even recommend you tag these two categories of people in completely different ways in your system.For example, when people buy things on the Internet, sometimes they ask for refunds. And we always used to think it was a bit painful to make a sale and then have someone ask for the money back 29 days later. But then we reframed our mindset and started thinking of that money as not being ours at all during those first 30 days. Imagine you're only holding the money for a while. That way, in the rare event they ask for a refund, you don't take it personally because you don't see that money as yours yet.So a brand new person isn't a 'member' just yet. And when you think of it that way, you can treat those people differently and take even better care of them. If we gave you a drink in a plastic sippy cup, for example, you wouldn't take as much care of it as you would of Rob's grandmother's china! So think of anyone new as a delicate china cup that needs to be handled with extra care and managed carefully. If you do this, you'll create an awesome onboarding process that doesn't make people feel overwhelmed or puts them off. All you want to do is to have a series of short, easy steps that nudge new people across to become members. The 3 key steps we use in our onboarding sequenceWe have 3 steps to help us turn a brand-new person into a member:On our Thank You page, we ask people to fill in a survey so we can respond to them differently.We ask people to watch 3 welcome videos which we call the Start Here videos. These are designed to reinforce the beliefs that made people buy and combat buyer's remorse. And finally, we encourage people to get started on our Success Track so they can get results quickly. What's worth pointing out here is that we also have a small email sequence for each step. Why? Because in a dream world, most members would complete these 3 steps within an hour of joining. But that's not true for everyone, so we create small email sequences to remind people to take these steps. We do this to make sure no one ever finds themselves at a dead end. If there was no handover between one step and the next, people would end up lost. Make sure each step leads to the next one in the sequenceTo put things into perspective, about 90% of people who join our membership fill in the survey immediately. About 90% of those people watch the Welcome Videos and about 90% of those start the Success Track. So we have a bunch of people who don’t follow the steps at all and get lost along the way. But you always have to factor in the people who, for whatever reason, join your membership now but don't immediately take the next step with you.That's what the short sequences of emails do. And if people take the steps we recommend straight away, they won't even see those emails - they're only there for people who need them to make sure they don't get lost. When each part of your onboarding sequence hands over to the next piece, you make sure that whenever people drop off or disengage, you get to follow up with them and show them the map for what comes next. The emails we send in our onboarding sequenceIn our onboarding sequence, we have 21 pre-written emails that get sent out over 21 days. Just like our daily emails, they have a story in them, a lesson, and a call to action to signpost them to a specific element of the membership. Every day, we follow the same format in our emails but will tell them about something different they can go and check out inside of our membership. On top of that, every week on a Wednesday and a Saturday we send out live emails. On Wednesdays, we'll talk about the live elements of the membership, such as a Hotline Call or a campaign workshop, for example. And on Saturdays, we'll send out a roundup email of what happened in the week and what's coming up next. We also celebrate wins from some of our members. So the 21 pre-written emails go out every day except on a Wednesday and a Saturday when our members receive live emails. To the reader, the whole sequence is very seamless - they won't be able to tell whether we wrote the email that day or whether it was pre-written in advance. But for us, that means producing a very joined-up and taken-care-of sequence with no extra work. As always, the full details of this sequence are inside The League, where we tell you what the emails are, what we do with them, how we structure them, etc. And another thing we like to do is to send out a handwritten postcard in the mail to every new member so they feel taken care of and seen - not just like another number on the Internet!Example of the first email in a member onboarding sequence So what's inside the very first email of our member onboarding sequence? And why does the content of that email work so well? The key or us to is to keep that email short and not full of instructions that will overwhelm people. Think about it. If you stop someone on the streets asking for directions and they give you several sets of instructions, you'll probably follow the first step and then forget what they said. What would be more sensible is for someone to give you the first set of instructions and then stop there, find someone, and ask again. That's what we do with our onboarding sequence. So in the first email, we talk about how excited we are for the person who just joined our membership. We tell them what happens next and give them some benefit-driven bullet points to re-sell them our membership. For example, we let them know they’re getting all our campaigns, our coaching calls, and access to our Facebook group. We also tell them they’re going to know exactly what emails to send and when to make more sales in less time and get really good results with their email marketing. We’re not telling them what they’re going to get – we’re giving them the outcomes and transformation. And we also send a GIF of Kennedy, which adds a bit of personality.But when it comes to instructions, we give them their login details and share the first step we want them to take. Only when they get there, do we give them the next piece of the process. Create an onboarding sequence your members will love!If you’re not doing this right now, make the change! You'll significantly improve your onboarding experience and make it less overwhelming for your new customers. If you’re not already a member of The League, go and check out the onboarding experience we put together to see all the intricacies of it. And of course, when you join, you’ll get access to the whole campaign too. Just go grab it! If you want to apply all this without even thinking about it, it’s already baked into the campaigns, frameworks, and systems that we give you inside our membership The League. So go and check it out!Subject line of the weekThis week’s subject line is “This 1 word cost £61,000”. There’s lots of curiosity in this subject line as people are wondering what the word was and why it could possibly cost so much.The story was about the fact Rob was listening to one of those shows on the radio where you enter a contest, and if you get picked and receive a phone call, you need to answer using a specific word or phrase to win the money. But the woman in question failed to answer with the right word, which cost her £61,000! So Rob went on to talk about how the words we use are important and can be the difference between whether we make money or don't make money in our businesses. Try it out!Useful Episode ResourcesRelated episodesHow To Create A Lead Magnet Email Sequence That Gets Your Subscribers To LOVE You.Writing The Perfect Welcome Email – Saying Hello With Gavin Bell.Mistakes You’re Making With Your Email Marketing Automation Strategy.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about creating an awesome onboarding sequence for memberships) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player. Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

How can you make your email marketing more effective? How do you sell more? By using buyer psychology in your email marketing.We're Kennedy and Carrie, and we're sharing all the good stuff about that.Ready? Then buckle up!SOME EPISODE HIGHLIGHTS: (0:30) Want to carry on with the conversation? Join our FREE Facebook group. (1:25) Share stories. (7:58) Address people as if they're already your customers. (11:05) Tell people what to do next. (13:55) Share social proof. (19:34) Use scarcity and urgency. (25:23) Join The Email Hero Blueprint. (25:58) Subject line of the week.Useful Episode ResourcesRelated episodesHow to Do Deadlines Well and Ethically.EVERYTHING You Need To Know About Email Marketing And Storytelling To Write Emails That Sell Like Crazy.Comedian’s Secrets to Storytelling – With Kevin Rogers.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.Join the FREE Facebook groupDo you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The Email Hero Blueprint Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.Want to connect with Carrie?You can find Carrie on her website or at Fully Leveraged Business. Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about how to use buyer psychology in email marketing) and love the show, we'd appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast.And please do tell us! What do you really fill your working days with if you don't spend time on email marketing? We'd love to know!

Do you split test? How do you do it? What kind of things do you split test and what do you do with the data? These are some of the questions we answer in this conversation with the awesome Matt Bacak about taking split testing for email marketing and taking it to the next level. Are. You. Ready? SOME EPISODE HIGHLIGHTS: (0:12) Join our FREE Facebook Group.(3:15) Does Matt really make animals out of paper?(7:23) Split testing vs optimisation.(10:52) Testing is like a game - can you win?(11:34) What should you split test?(18:23) What is radical testing?(24:29) Examples of radically different split tests.(28:41) Tracking and managing data for split testing.(35:19) Be better than you were yesterday.(41:21) How to connect with Matt Bacak.Split testing vs optimisationA lot of marketers say they split test. But what most people do, in Matt’s opinion, isn’t split testing - it's optimisation. A direct-response copywriter, for example, might 'split test' two different headlines. But if you're only making slight variations, that's an optimisation technique. So according to Matt a lot of marketers are 'optimisers' rather than 'testers'. When Matt talks about testing, he means trying things that are radically different. For example, different angles, variations, or offers - such as a beautifully designed page created by a graphic designer vs a basic, ‘ugly’ one created by a direct response marketer.Testing is like a game - can you win? To Matt, split testing in email marketing is like a game. Can you 'win' against someone else or yourself? Testing is closely linked to increasing profits, and Matt doesn't go one day without split testing anymore. He'll often run tests that 'fail', where the thing Matt thought was going to work doesn't. But he'll still gain knowledge and get answers to the question he asked himself on a particular day. Matt's been doing email marketing for 25 years. And this is how he makes it fun - by testing radically different variations. What should you split test? We asked Matt how he comes up with ideas. And a recent test Matt did was around trying to work out who out of some big-name players has better study points when it comes to webinars. Typically, when people find something that works, they tend to repeat it several times. In fact, as a rule of thumb, Matt starts paying attention if he sees something 3 times or more. Because that means the thing works. So, as an example, he decided to test a few options he'd seen for the 60-minute webinar reminder email against each other.And every time Matt tests, he’ll learn something new. He likens testing to driving down the road at night time. You may know the destination, but you can't always see what’s in front of you until you shine your lights on it. And when someone shines a light through something they’re doing, Matt feels compelled to pay attention. In fact, Matt even looked at what type of emails the US presidents send. And a fun fact he shared is that President Obama had 25 people on his split testing team while he was in office! So for Matt, split testing is all about shining the light brighter on the things that get repeated often. He'll monitor people who are hard to beat because they're the ones on his radar - the ones he's paying attention to. And he'll always test things that are already proven to work. What is radical testing?We asked Matt to tell us more about the idea of radical testing. And he explained that the easiest thing to change when split-testing two emails is using different subject lines. However, he's talking about two radically different subject lines. And when looking at the data, it's not about open rates. Open rates are for egos, Matt says! What matters is that you get the right people to open your emails at the right time and do the right thing.Sure, you might send an email and a lot of people open it. But if someone feels like your email wasn't meant for them when they open it, they're going to unsubscribe. They'll immediately find themselves in the wrong frame of mind at the start of the conversation (and before they even read the email). And that's not the reaction you want! If you send an email that sounds amazing but turns out to be a let-down, you'll get different reactions from people. And none of them will be what you want!So the easiest thing to do when testing (the thing with the most dramatic impact) is to take radically different subject lines. This means you're completely changing the words and having radically different conversations.Examples of radically different split testsFor example Matt once sent out a question to his audience about calling webinar replays 'reruns' instead - just like with TV shows. As he describes it, Matt will always come from 'a place of zero'. With every test, he assumes he doesn't know anything. Because he doesn't know how something will go until he tests it. And he finds he's normally wrong 80% of the time! Often, what he believes works won't work, and what he thinks won't work usually does! So in the process, Matt will question everything. For example, something experts say in the marketing world is that you should always use 'you' instead of 'I' in your emails. But what if this idea can be challenged? What if maybe this 'rule' only applies to specific scenarios and situations? What if it's not always the right thing to do? There's a lot of 'assumed wisdom' in the marketing world that's been diluted over the years. One we often mention is the idea of reciprocity (originally introduced by Robert Cialdini). This principle is often applied to lead magnets. A free lead magnet should evoke reciprocity from your subscribers because you're giving something out for free. But it's not really free, is it? Because people are giving you their email addresses for it! Tracking and managing data for split testingWe also asked Matt how he and his team keep track of the data from split testing. And Matt pointed out that in order to get good data from email marketing you need time and enough test subjects (i.e. statistical significance). Matt and his team will typically test at least 10,000 people per test and run five different variations in order to collect solid data.Back when Matt first started, emails were being sent out every 2 weeks. They were long emails that might generate sales for 2 whole weeks. But now things have changed, and it's typical for marketers to send out emails every day that only make sales within the first 6 hours (and more so in the first 2). After that, the email has often run its course.When it comes to tracking, because Matt's been doing email marketing for so long, he still likes to still use Excel spreadsheets. He has someone pull the data out once a week for activities carried out in the previous week, and Matt will generally take a look at monthly reports. This means he's looking at 'true data', where any variations, such as a fluke in the tech or impacted deliverability, can be taken into account.When looking at his reports, Matt will focus on specific metrics, such as subscribers' clicks and total dollar amount. The 'winners' for each split test get highlighted so Matt can see how many people received that subject line, how many clicked on it, and how much money that resulted in. Every single winner from split testing goes into what Matt calls ‘the winner file’. And typically Matt looks for subject lines in that file that won more than 2 or 3 times because those are the subject lines he should automate.He'll also look at data and accounts every Monday. So he definitely has a good grasp on the numbers in his business. And if the numbers are down, he'll investigate. Be better than you were yesterday!Generally speaking, Matt will decide what to split test based on who he wants to ‘beat’ on any given day. He's been testing since around 2006, and before that he thought he didn't need to - that what he was doing was working every time. At some point though, he realised he was leaving money on the table because of his ego - he was too scared to find out the truth! When he did the maths and worked out how much he could increase his conversion rate, he decided to start split testing. And he's been doing it every single day ever since. Because even on the days when he doesn't beat his own 'winners', he still learns the answer to the question he asked himself. It's worth mentioning that compared to when Matt started testing, things are much easier now - you can use segmentation in your email marketing platform, for example. And one last gem that Matt left us with is that if you want to win at the email marketing game, you want to adapt. The greatest way to adapt is to have knowledge that nobody else has. And you gain that by beating yourself. And Matt's goal in business is to be better than the guy he was yesterday. Boom!Useful Episode ResourcesAbout Matt BacakIf you want to connect with Matt, you can find him on his free Facebook group.Related episodesEmail Mistakes That Almost Got Me Fired (Avoid These) – With Chris Davis.When Is It Too Early to Segment Your Email Subscribers?How To Use Email Subject Lines To Do More Than Get Your Emails Opened.FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! Thanks so much for tuning into the podcast! If you enjoyed this episode (all about email marketing split testing) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!