Is there a template for an email marketing campaign that will guarantee you don't keep going around in circles but instead successfully move your readers towards the ultimate goal of buying from you? Yep, there is. And it's the one we use in all our email campaigns. Not just the ones we use ourselves, but the ones we teach all our members inside The League. Ready to find out what it is so you can start using it in all your email campaigns? SOME EPISODE HIGHLIGHTS: (0:10) Want to make your sales from your email marketing? Grab our Click Tricks.(4:28) Introducing the SVVC formula.(6:50) The Seed phase.(7:36) Throw an idea and let people run with it.(9:34) The Validate phase.(11:20) The Verification phase.(12:53) The Close phase.(13:39) One email campaign = one action.(14:39) Always find fresh ways of using the SVVC formula.(17:04) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. Introducing the SVVC formula All our email marketing campaigns are different. But they have the same four-part foundational formula at their core. What's worth pointing out is that we're talking about four phases here - not four emails. You could cover these four phases in one email if you wanted. Or write 10 emails out of it.What's key is that you use all the phases and in this order. So if you ever feel like your email marketing (or even your social media) is not leading anyone in one specific direction, this formula will allow you to move people from one place to the next. Because the ultimate goal is for people to buy from you, right? So here with go - introducing the SVVC formula. The Seed (S) phaseThe first part of the formula (the S in the acronym) is the Seed phase. This is where you’re going to plant a seed or, in other words, throw down your initial marketing hook.We usually do this with a short email where we'll just say we're doing something and invite people to go and check out the link. And typically, our hyper responders will be the ones who go and see what it's all about because generally speaking, people are wary of clicking on links 'blind' (i.e. with no information). Then maybe in the following email, we'll share a little more information about what they'll find in that link. But in this phase, it's a blind invitation - we're not telling them why the offer is important or what is going to do for them.Throw an idea and let people run with itSo let's say we're running a 5-day flash sale campaign made up of 8 emails. In the first couple of emails, we'll share very little information. Effectively, we just throw something over and sit back to watch what happens - we share an idea and let people run with it. Normally, the initial email has one of our highest click-through rates over the course of a campaign because lots of people are intrigued by blind curiosity and find it interesting. But while some people will click to look at the offer and find out more about it, a lot of people won’t. And those who don’t click now will go to the next phase, where we start to unpack things a bit more. What’s great about any emails in the Seed phase is that they reduce the amount of cognitive load and the mental calories someone needs to read an email. Because a lot of emails are super long, but these initial emails have very little in there - just a few lines of text. They help your subscribers overcome the idea that they need to spend a lot of time seeing what your emails are all about. And this frees up their time a little.The Validate (V) phaseIn the next phase, we pick up the core bits of the offer and back up and unpack what we said at the start. So, for example, if we're talking about a two-day live event we're hosting, we'll share what the outcomes might be for people. Remember that we didn’t do that in the Seed phase - we didn't say what the offer can do for people, why it's good, what people are getting, or why it's interesting to them. But now we are. Now we are validating someone’s interest.In the example of our two-day live event, we might say it's about list building. We're not particularly proving anything or saying why it's a good thing - not yet. We’re simply telling people what they’re going to get. We are validating the offer so that when people read the emails, they're getting more information and insight than they did before. Compared to the emails in the Seed phase, where people were going into the link 'blind', now they have a better idea of what it's all about. So the Seed phase is curiosity-driven (we're not sharing any benefits in there), and here in the Validate phase, we're giving people the outcome. You'll notice this isn't your traditional marketing approach, which is based on showing the benefit and the story about how the offer came about. Instead, the idea here is to start engaging people and validating the fact that this offer is about something that’s important to them right now.The Verification (V) phaseThe second V in the acronym stands for verification. This is where you start to add some proof to your emails. You want to include provable facts behind the claims you’ve made up to this point. So this is where you start using testimonials, case studies, statistics, etc - pull out everything you have that verifies that what you said so far is true. Think about anything that has authority and use it to back up the fact that people should remain interested in this offer. Also, verify that there is indeed a product. People worry about the great unknown, so remove that fear and tell them what happens after they pay. This is why we'll often include a screenshot, a GIF, a link to a video tour, or something that shows people what happens once they’ve purchased the product. The Close (C) phaseThe final stage is the Close phase. And the emails in this phase are designed to rack up urgency and close the deal. What you’re looking for here is to make sure people can see this is urgent either because there’s a deadline (and the offer is about to expire) or because of a specific reason.In other words, you want to focus on the fact that the longer they go without your product, the more pain they're going to be in, the bigger the problem is going to be, or the harder it's going to be for them to fix it later. And that’s why they should buy now. So you either want a concrete deadline or a personal deadline, which are the two primary types of urgency we tend to talk about.One email campaign = one actionDuring a multi-stage campaign, you will go through all four phases – Seed, Validate, Verify, and Close. If you’re running a summit, for example, you’re going through these phases to help people reach the ultimate goal of registering for it. Then you need a separate campaign to get people from registration to actually attending the event. And if you offer the recordings at a price, that’s another series of emails (again, using the SVVC formula) to encourage people to buy those. The key thing to remember is that one campaign should have one action you’re trying to encourage people to take. And for each one, you want the SVVC email marketing template sitting underneath to ensure you're progressively moving people towards the ultimate goal of buying from you. The last thing you want is for people to feel that your marketing message isn't leading anywhere, right? Always find fresh ways of using the SVVC formula Another important point to remember is that you always want to find fresh ways of following the SVVC formula without saying the same thing all the time. Because when you become predictable, people tend to switch off and not pay attention. And you really need their attention. If you don’t have that, it doesn’t matter what you’re sharing, because they’re not listening - they're not emoting, making decisions, or even considering buying from you. So ensure you’re using this formula in a way that’s fresh every single time.Plus, using this amazing template helps you avoid falling into the trap of launching your offer and sending just the one email with everything you have to say in it. Because that means you've got nothing left to say. What will you share in your other emails? Repeat yourself and go around in circles? You definitely don't want that. Because that's when the sales argument doesn’t build or progress.Instead, use the SVVC formula - all the email marketing campaigns we share inside The League are based on this effective template. And this is only some of the science that explains how the campaigns are structured and why they go through multiple phases. If you want to go deeper and take things to the next level, check out our full training on SVVC inside The League.Subject line of the weekThis week’s subject line is “I put THIS in my mouth.” And the funny thing about this is that when you’re sending day-to-day emails (as opposed to email campaigns) you tend to look at them in isolation. You’ll write the email not particularly focusing on what you said yesterday or what you’re going to say tomorrow – you’re just writing today’s email.And by sheer coincidence, only a few days after Rob sent the email with this subject line, he shared another story in another email with the subject line: “Kennedy put THIS in his mouth?” And in case you’re wondering, people seem to care more about what Rob puts in his mouth because that original subject line had a higher open rate. Funny, ha?Useful Episode ResourcesRelated episodes9 Psychological Things That We Use In All Of Our Campaigns.The Little-Known Right Order to Make Your Offers (For Maximum Sales).7 Essential Email Campaigns Examples For Your Business.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! If you enjoyed this episode (all about the exact template for email marketing campaign that we use in all our awesome campaigns) 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! 

Did you ever set up an email marketing campaign and forget to write the email? Or sent the wrong email to the wrong people? We've made loads of email marketing mistakes in our time, and today's guest Chris Davis from Automation Bridge shares his. Having trained internationally, Chris has a collective portfolio of $200 million raised for startups and currently runs the only marketing automation certification in the industry. If Chris made a train wreck (or two) of his email automation here and there, then you'll know it happens to the best of us. But here's how to deal with any mistakes and what to do to avoid them.You're going to enjoy this!SOME EPISODE HIGHLIGHTS: (0:33) Want to make your sales from your email marketing? Grab our Click Tricks.(4:04) Did Chris really meet his wife while skydiving in Canada?(5:52) Sending two identical emails in the space of 10 minutes.(8:14) Should you apologise to your subscribers for your mistakes?(9:36) Sending the wrong email to the wrong segment.(13:31) Owning your mistakes and putting proceses and systems in place.(14:41) The creator isn't in charge of quality assurance.(17:24) Put some space in between tasks.(21:40) Subject line of the week with Chris Davis.(23:29) Download Chris's 5-point automation checklist.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. Sending two identical emails in the space of 10 minutesChris has had some amazing positions at brilliant companies where he's always been involved in email automation, so he has a lot of experience. But has he ever messed it up? Oh, yes!The reason why we wanted to talk to Chris about the mistakes he's made in email marketing (and the lessons he learnt along the way) is that when you reach his level of expertise you tend to take bigger risks. And that means the impact of making mistakes can be bigger. A recent mistake Chris made is when he built an email automation but forgot to put the email in. When he realised he'd done that, he added the email and sent it again. But for some reason, he also created a separate campaign and added it to the automation. The result? Subscribers got two identical emails in the space of 10-15 minutes. And we've definitely done that (as well as sending emails with a broken link or with no link at all!)Should you apologise to your subscribers for your mistakes?That's the question, right? What do you do in that situation? Did Chris apologise? Something that Chris learnt while working in the startup space is that the preference, when something's broken or there's a flow in the system, is to deal with the support tickets as they come in. In other words, if your customers don't notice and don't complain, you don't go out and tell them what went wrong. Plus, in this case, the only thing that's worse than getting two emails within 10-15 minutes of each other is getting three!But there's definitely a lesson to be learnt here - double-check your emails before you drop a whole segment of subscribers into an automation and press send!Sending the wrong email to the wrong segment Chris shared another mistake that he made right at the start of his email career when he was working at LeadPages. At that point, he was sending emails to about 250,000 leads per email. To this date, he gets so nervous about making a mistake that he will double-check and triple-check that he's sending the right email to the right group of people.But there was one time when Chris didn't do that. In fact, what he had done was send the wrong email to the wrong group of customers! In that email, he had effectively offered them a product that those people had already bought at a lower price. And he hadn't even realised! When he walked into the office the next day, he noticed the support team seemed super busy. And there Chris was, assuming the product was selling! But when he walked into the marketing meeting, the founder asked the (rhetorical) question of who sent the email. It was accusatory and filled with frustration because everyone knew that Chris sent all the emails! And that's when it dawned on him that he'd made a mistake. Owning your mistakes and putting processes and systems in placeSo did Chris own up and apologised to the team? He totally did. He didn't over-explain the issue, but he told everyone that he'd got mixed up with the tags and identified the wrong segment. Because when you make a mistake, Chris told us, you don't want your name to be tied up with ignorance. If you can explain what happened, then you can ensure it won't happen again and start to rebuild your reputation. What we do when we make mistakes is to put systems in place to try and stop these errors from ever happening again. Of course, that doesn't mean you'll never make another email marketing mistake in your life because there are loads you haven't thought of yet! But processes and systems help. The creator isn't in charge of quality assurance Something that Chris has now implemented (where possible) is to differentiate the role of the creator from the role of the person performing quality assurance. In other words, the person who writes the emails isn't the one who also checks them. Because when you create something, you’re very close to it, and you can't look at it with objectivity and perspective.If you're both the person who creates the emails and also checks that everything is in place, chances are that you're going to miss something. Because you're too close to it. And when Chris realised that he was much better at the quality assurance aspect of things, he hired someone at LeadPages to write the emails. That way, he added a separate step in the process of creating an email automation. So if you're a business owner doing email marketing, can you bring in a VA to do one of these jobs for you? You could write the emails and have someone else check them for you or vice-versa. Or you could outsource the tech. Whichever way you choose or works for you, the key is that one person fully focuses on one task. And that means that's all they have to think about. Put some space in between tasksIf you're a one-person band and can't hire someone, then the tip is to break the tasks down and separate them. When you're writing your emails, you're using the creative part of the brain. But when you're doing the segmentation, you're using a different part of your brain. So put some time in between tasks. It could be an hour or an afternoon, but preferably a whole day, if you can. This is where Chris went wrong when he sent that email to the wrong segment. He was operating in a silo, not sharing anything with the team, and doing all the different tasks of creating the emails and working out the tags and segments himself. That's how he didn't even realise he'd made a mistake! Instead, he should have involved the team or waited until the next day to finish the project. So give yourself some time in between tasks and come back to it with fresh eyes.What Chris shared with us definitely puts things into perspective. Because when he made that mistake at LeadPages, he was sending out emails that could generate around $20k per email. There was a lot of gravity attached to his error! But he owned it. And now that we know the rest of the story, Chris didn't get fired. It was just the start of a profitable and successful career in email marketing automation. Subject line of the week with Chris DavisChris’s subject line is “strange question?” It's one he used in the early stages of his career when he'd reach out to people to help them figure out what was wrong with their email marketing. But instead of critiquing them and approaching them by saying they were doing something wrong, he’d use this subject line. Chris told us it had a 99% response rate because people couldn't resist – they would open the email because they wanted to know what the strange question is.And inside the email, Chris would be asking if the recipient was the right person to talk to. That plays on another useful psychological trigger, which is that everybody wants to be the right person. So even when they're not, they’ll say it’s not them. But at least you've opened up the lines of communication, and now you have a response and a conversation going on with someone. This subject line also uses our concept of compound curiosity, which is something we talked about in a previous episode. You can check it out here.Useful Episode ResourcesAbout ChrisChris works with email marketing professionals and digital marketers and teaches them how to do automation, which he sees as a subset of digital marketing.If you want to learn about the right way of doing automation so it works more effectively for you, he has a 5-point automation checklist that will prevent you from making those same mistakes that Chris made. It's the resource he wishes his past self could use!So go and grab Chris’s checklist, print it off, and keep it front and centre every time you build an email automation. You can find it here.Related episodesWhy You Need to Avoid These Email Marketing Mistakes.7 Essential Email Campaigns Examples For Your Business.How to Pick an Email Automation System.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! If you enjoyed this episode (all about the email marketing mistakes that nearly got automation guru Chris Davis fired) 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! 

Have you ever done an email marketing audit? Want to find out what to check and what data to collect to improve your email marketing? Because (spoiler alert) what you think you should be doing is probably not what is going to move the needle the most for you! Ready to take some notes? SOME EPISODE HIGHLIGHTS: (0:09) Want to make your sales from your email marketing? Grab our Click Tricks.(5:03) Create a baseline.(7:08) Find out how many subscribers you're gaining and losing every month.(8:21) Find out where your subscribers are coming from.(10:29) Work out your cost per subscriber and how long it takes you to earn that cost back.(14:06) Calculate how much you earn per subscriber and your EPSPM.(17:11) Calculate the highest and the average order value per customer.(21:25) When's the last time you emailed your list and how often do you make an offer?(26:57) Are people engaging with your emails and what do you do with those who aren't?(29:24) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. Create a baselineWhen we used to do consulting and help people with their email marketing, the first thing we'd do would be to find out the state of play. If you don’t know how you’re currently doing, you don’t know where your biggest opportunities for improvement are. You may feel, instinctively, that you need to improve in a certain area. But after looking into the data you might find that something else needs your attention first. For example, if you’re not converting through your email marketing, it doesn’t matter how many people you bring in at the front end. It's like you're showing them an empty shop floor where they can't buy anything.So the first thing you want to look at is how many subscribers you have on your list. It doesn't matter what the number is, as long as you know what it is. That gives you your baseline.Find out how many subscribers you’re gaining or losing every monthThe next bit of data you need to find is how many subscribers you're bringing in every month. And then you want to compare that number with the people who unsubscribe in the same period.We track all this in a spreadsheet that acts as our business dashboard. On the first day of every month, we capture this information for the previous month. And over time, this gives you a general sense of list growth. However, don't just assume that your list will grow at the same pace every single month forever - not unless you've done the rest of the analysis. Of course, you want to increase the number of people who join your list and decrease your unsubscribes every month. But if you think that all your problems will be over if you bring in more subscribers every month, that's probably not the case because there are many other factors at play. Find out where your subscribers are coming fromThe next thing you want to check is where your subscribers are coming from. For example, the majority of people join our list from Instagram, our free Facebook group, our lead magnets, and our paid traffic. So work out what your channels are and figure out how many subscribers join you every month from each of those channels. This is so important that we put together a resource and a piece of training inside our membership The League, so if you’re in there, check it out. You don’t want to rely on external data on this because it’s not accurate. It's all about knowing specifically which subscribers come from which platform because that tells you what's working and what isn't.And once you know this, you can do more of what works and stop doing what isn't. For example, we stopped investing so much time and energy into Twitter because the number of subscribers coming into our world and turning into customers from this channel was very low. So we're focusing on what works for us instead. Work out your cost per subscriber and how long it takes you to earn that cost backNow that you have that data, you can start looking at the economics of it. And the first thing to find out is how much it costs you to get a new subscriber. In some cases, that cost is going to be measured in time. For example, if you’re posting content on Instagram and not sending ads to it, it's organic growth. You're spending time but not money on it.However, if you have a social media manager or run paid ads to your content, then you need to work out your monthly spending and divide it by the number of subscribers you gain every month from that channel. That tells you what your cost per subscriber is.Once you know how much it's costing you to acquire every subscriber, you also want to know how long it takes you, on average, to get that money back. So if it’s costing you $8 to acquire a subscriber from your lead magnet, for example, you can hopefully make some of that money back by sending some paid offers to that subscriber via your email marketing. But realistically, it'll take you some time to recover it.Knowing exactly how long is important because ultimately list growth is only sustainable if you're able to make your money back fairly quickly through your email marketing. Despite what a lot of people might think or say, marketing is a numbers game, so we need to stop making decisions based on anything other than numbers. Because unless we calculate them wrong, numbers don't lie to us! Calculate how much you earn per subscriber and your EPSPMThe next metric is to look at how much you earn on average per subscriber in the first 14, 30, or 60 days. You do this by looking at how many subscribers you bring in a set period of time and how much they spend with you in that same period. Knowing this tells you how much you can afford to spend to acquire a new subscriber - now you know how long it takes for a subscriber to become profitable for you.Out of these, the most important metric is the one that relates to the first 14-30 days because that’s when you’re looking at breaking even or making a small profit. If you don’t know these numbers, and you’re running ads, for example, it means you’re doing it blindly, and you're just waiting to lose money! Also, the reason why we want to know how much a subscriber is worth to us in the first 60 days is that generally speaking, during that time we put them through automated campaigns in our email engine to maximise the value per subscriber and to get our money back.After that period of time, subscribers come out of our email engine and start receiving our daily emails, so we look at a different metric. That's the EPSPM or Earnings Per Subscriber Per Month. And this is important because it tells us where we have opportunities to make more out of our list. Calculate the highest and the average order value per customerThe next metric you want to calculate is to do with your customers - that's subscribers who have made a purchase with you. You want to look at two numbers:The highest possible order value.And the average order value.The highest order value looks at the maximum someone can spend with you. If you only sell a book for $7 and nothing else, for example, that's all your customers can buy. There's no upsell, which means you're putting yourself at a disadvantage. But if you have additional offers, people can potentially spend more with you. And if your highest order value is $1,000, for example, you then want to look at how much people spend on average with you. So if you make 100 sales in one month, for example, how much was the average spend? And how does that compare with the highest order value? This is important because it helps you make an informed decision on how much you can spend on your advertising budget, for example, without putting yourself at risk. Have you proven your offer?Another thing you want to look at is whether you've proven your offer. We're not talking about the product here - it's the way it's packaged, positioned, priced, and set up. It's about the sales mechanism, which includes the sales page, sales videos, your webinars, the email sequence that goes with it, etc. Have you proven that those things work so that if you run traffic to that offer or run an email campaign around it, you know it's going to perform? Of course, that doesn’t mean that something that works now is going to work forever. But if it's working, you'll know because the conversion rate of those mechanisms will ensure that your average order value is as close as possible to your highest order value. For example, if your highest possible order value is $1,000 but your average order value is $10, your conversion mechanism isn't currently working - people are not buying the upsell. So you need to work on that.When’s the last time you emailed your list and how often do you make an offer?The next thing you want to look at is when you emailed your list last and how often you send emails. This is important because it determines the reputation of your emails. If you email regularly, Gmail and the other email platforms of this world will class you as someone who keeps in touch with people. Your emails will be deemed reputable, and you will go into someone's Primary folder. If not, those platforms will start being cautious about your emails. But also, you want to look at how often you make an offer to your subscribers to buy something. You may be someone who emails often and gives a lot of value, but if you're not making offers (or not making them very often) people don’t have the opportunity to buy from you. And if you think that when someone's ready to buy, they'll suddenly remember you, that's not how it works. Because unless you're present in people's inboxes, they will forget that your product even exists.So you need to make offers and constantly remind people of what you do. Otherwise, they can't buy your product. And on top of that, you need to dress your product in different ways - with offers that make it appealing to different people in different ways. And this isn't just for your subscribers - it's for your customers as well. How often are you making offers to the people who've already bought from you? If you have a membership, for example, it means you have people who have proven that they value what you teach. So go back to them - they're your best customers. And think of ways to help them more and resell to them.We all obsess about selling to someone for the first time, but that's the hardest thing to do. Making the first sale to subscribers is the hardest piece of the puzzle. It's much easier to re-sell to someone who's already bought from you. That's why we have so many campaigns inside The League that help you do that by using lots of psychological angles. Are people engaging with your emails and what do you do with those who aren't?The final piece of the puzzle is to understand how many people are engaging with your emails in a 14, 30, or 60-day period. If not enough people engage with your emails in that period of time, a quick fix is to email more often. That's going to boost your engagement.But also, what are you doing with the people who disengage? Will you run our LOL, revival campaign to see if they're still interested, for example? Are you going to delete them? What you do here is important because you want to keep your deliverability and engagement high. The vast majority of what makes emails deliverable is your engagement with your list so make sure people are taking notice of your emails and engaging with them. Would you like to work with our Agency?These are the questions we used to ask our coaching clients and that we always ask our agency clients. We have skilled professionals who write your emails for you if you're someone who doesn't have time to work on customising campaigns and templates for yourself. If you'd like to speak to someone about writing your emails for you so you can turn your subscribers into customers (and then repeat customers) without having to do the work, let’s have a chat. You can apply to work with us and see if we're a good fit for you. Here’s the link for you to check.  Subject line of the weekThis week’s subject line is “My first is in Goldfish” as if it was a riddle. The hook of this relates to a practice we talked about before. And that's to take a standard thing that people recognise and use it in an interesting way. Rob also added the emoji of a fish to this subject line. And that was to make it pop in the raft of subject lines in someone's inbox. Not many people are using emojis in subject lines at the moment. So it’s a good way to make your emails stand out.Useful Episode ResourcesRelated episodesWhy We Started an Email Marketing Agency.The Surprising Thing That REALLY Impacts Your Email Deliverability.What to do if you have a high unsubscribe rate.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! If you enjoyed this episode (all about how to do an email marketing audit) 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 think you have a small email list? How can you have a successful and profitable launch when you don't have as many subscribers on your list as you'd like to have? This week we're talking to Gemma Bonham-Carter about how to build a pre-launch email list (and have a BIG launch!)Are you ready to find out how to get massive results no matter what size your list happens to be?You'll want to take notes on this one! SOME EPISODE HIGHLIGHTS: (0:18) Join our FREE Facebook group.(3:30) Did Gemma really sleep with a tennis racket for 3 months?(6:39) Can you have a successful launch with a 'small list'?(8:15) The key to making money when you have a 'small' list.(10:53) How to use the pre-launch period to grow your email list.(12:45) How long should your pre-launch period be?(13:55) What kind of activities can you run in your pre-launch period?(16:51) Should you create your course in advance?(19:03) Launch at a higher price & validate your course with your audience.(22:58) Subject line of the week with Gemma Bonham-Carter.Can you have a successful launch with a 'small list'?One of the things we tell our coaching students and members inside The League is to never say they have a ‘small list’. Because we want people not to judge their email list based on how many subscribers others have. But if you're just starting out, your audience may still be on the smaller side. So can you still have a successful launch and still make money? We asked our friend Gemma Bonham-Carter. And she told us that typically when someone launches their first digital product or online course, they'll go for a low-ticket price item to 'test the waters'. Why? Because they often lack confidence and suffer from a fair share of Impostor Syndrome. Except that strategy doesn't work. And, Gemma says, it's just basic maths. If you have a smaller audience, you have to charge a higher price point in order for your product to be profitable. You can definitely make serious gains from a small list, but only if you're able to sell at a high price based on the transformation and results you're delivering to your customers. The key to making money when you have a 'small' listGemma has seen business owners make $15k in one launch with less than 200 subscribers on their email list. Once you've done that, you'll then have the confidence to show up differently in your business - launch more products, write emails with more conviction, become better at email marketing, and draw in a bigger audience. But if you sell at smaller prices to start with, you'll need higher volumes to make any money. So do the opposite of what a lot of people do - instead of starting with a $50 product, sell a high-ticket item and then layer smaller products into the mix when you already have a steady cash flow coming into your business. Your product doesn't need to be cheap! Have confidence in yourself based on the transformation, outcome, and results that you can generate for someone. According to Gemma, having around 200 subscribers is enough to have a successful and profitable launch. However, the key to making real money is to run pre-launch activities to grow your email list. And if you don’t have 200 subscribers just yet, there are things you can do to grow your list in that pre-launch period.How to use the pre-launch period to grow your email listGemma tells us that the longer you spend in the pre-launch period, the bigger the launch tends to be. And the key is to position yourself as an expert with thought-provoking and polarising content that shows your audience that you're talking about your topic differently from others. This gets them paying attention. So you could run a webinar or a mini-series of training sessions inside your Facebook group, for example. Think about the way you normally deliver content and show up the best - whether it's video, audio, or written content - and get some opinion pieces out. Gemma calls these 'your big ideas'. They help you polarise people - you'll either attract them or repel them. And repelling people is good because you want to pull in the people who like what they see from you. The more you can get this type of content out during the pre-launch period, the more you can get people to subscribe. And by the time you open the doors to your course or programme, people will be dying to join. How long should the pre-launch period be? In one of her most successful launches, Gemma spent the longest time she ever had in the pre-launch period. And for her, this was around 6-8 weeks. All of her content was leading towards the launch, but she also created a fast-action piece of urgency on the first day of opening the programme. She told her audience she'd give a 20-minute one-on-one consult to the first 20 people who bought the programme, and she managed to sell those spots during a pre-launch webinar in only 7 and a half minutes!Considering Gemma doesn't normally offer one-on-one consults, this was a great offer for her audience. But for her, it was also a great confidence boost. It helped her show up differently for the rest of the launch, which ended up being her first six-figure one.What kind of activities can you run in your pre-launch period?In her pre-launch period, Gemma runs a mix of activities. First of all, she shows up more and is more intentional on social media (particularly on Instagram, which is her platform of choice). She also sends more frequent emails - from two a week to three a week. And she runs mini-live training sessions and webinars that she asks people to sign up for. The activities during the pre-launch period help her build traction and also figure out whether people are resonating with her content. While she'll plan most of her content in advance and work out what big lines in the sand she's going to draw and what she's going to speak about, she'll also stay flexible with content. If she sees that something is resonating, she'll turn that into a bigger dialogue on social media, or she'll send more emails about it, or she'll even do live training about it. What’s also important, according to Gemma, is to never hide when the doors to your programme open. Don't keep your launch a secret - it's not meant to be a surprise! You want people to be anticipating the fact that the doors are opening. Plus, we live in a time of transparency, so take people behind the scenes of your business.Should you create your course in advance? When it comes to creating your course for the first time, Gemma suggests that you conceptually come up with the idea of the course in advance. You want to have all your modules, main features, and bonuses mapped out, for example. But at the same time, you don’t want to fully build the course. You want to launch it, put it into the world, and validate it. That way, you can make sure it resonates with your audience, and that people want to pay money for it. Don't give it away for free though, Gemma says, because that proves nothing!If you have a small audience, take advantage of the fact that you have the bandwidth to go through the programme with a few (10-15) students first. You can hold their hand and help them get the results you promised. This is great for them but also for you - it'll give you the case studies and testimonials to help you build proof. And you can use that for subsequent launches. It's an incredible way to get started that also allows you to build your course in real-time.  Launch at a high price and validate your course with your audienceSo if you're someone who thinks you cannot start your email marketing because you haven't finished your course, do it this way. Launch your course while you have a small audience - they'll pay a premium to get first dibs on your programme, and that will give you a better ROI. Plus, as you ask your students for feedback, you get to validate your offer and create a more robust course that gets your customers results. And you'll only ever be creating products that people want to buy without wasting your time and money. And the biggest (and probably most counterintuitive) takeaway from this conversion with Gemma is that you should launch at a high price! If you have a small audience, you need to make those numbers work for you. And you can charge high prices by offering more one-on-one interaction with your initial group. This will give you social proof and testimonials, a stronger ROI, and the confidence you need to have even more successful and impactful launches in the future.So if you have a 'small list' of less than 200 subscribers, spend around 6-8 weeks in the pre-launch period, build your list, and try out Gemma's tips!Subject line of the week with Gemma Bonham-CarterGemma has not one but two subject lines for us. The first one is “For [Name]. The one that you all want to know about.” This is the subject line that got Gemma the highest number of click-throughs and sales. Notice how she used some personalisation in there by including the first name of the subscriber.But Gemma's favourite subject line ever is “The moist maker” with the turkey thigh emoji next to it. This is a nod to the Friends episode where Ross makes the best sandwich of all time thanks to 'the moist maker', which is a gravy-soaked piece of bread that he places in the middle of the sandwich. The hook is the analogy of the special sauce or missing ingredient of someone’s business, and Gemma re-uses this subject line every year around American Thanksgiving.Useful Episode ResourcesAbout GemmaIf you want to find out more about Gemma you can find her on Instagram or on her website. And if you’re interested in launching your first course or better understanding Gemma's approach and methodology, she has a FREE, transformative 45-minute class called Course Class. It’s brilliant if you want to know how to go about launching your first group programme or online course.Related episodesProduct Launch Emails – Success Story with Kay Peacey.7 Sales Elements to Give You More Reasons To Email During Your Launch.Launch An Online Course the Non-Traditional Way with Chris OrzechowskiFREE 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! If you enjoyed this episode (all about how to build a pre-launch email list) 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! 

Trying to get super good at email marketing and build your email marketing list and your business? This week we’re jumping on the latest TikTok trend (because we're cool like that) with an episode called “Tell me you’re a member of The League without telling me you’re a member of The League”, which is a tongue-in-cheek way for us to highlight some the traits, habits, and characteristics of our awesome members. Because this is how they make more sales more predictably from their email marketing. Ready to nod your head in agreement or experience the most amount of FOMO you’ve ever felt?Let’s go!SOME EPISODE HIGHLIGHTS: (0:12) Want to make your sales from your email marketing? Grab our Click Tricks.(7:44) You always have new and fresh ideas to talk about your products.(9:30) You have an automated email engine.(11:19) You get excited about Email Marketing Wednesday.(12:22) You use our internal terminology OUTSIDE of The League.(14:42) You're probably in a love square with Rob & Kennedy.(16:25) You get told off if you say you have a small email list.(18:43) You have too many ideas for emails and not enough days in the week.(20:08) You become a student for life.(22:55) You use the same proven strategies but apply them to your unique business.(24:48) You're building your business for yourself.(28:26) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. You always have new and fresh ideas to talk about your productsThe first thing we noticed that all our members have in common is that they always have fresh ways to talk to their subscribers about their products. If you run your own business, you’ve probably been stuck on this hamster wheel of having to create a product, sell as much of it as you can on your email and social media, and then… nothing. The sales drop and the money dries up. And you feel like you have to start all over again. Instead, we believe you should have a small number of products but loads of different offers around them.And this is something important to highlight – there’s a difference between a product and an offer. The product is what you sell, while the offer is how it’s packaged, priced, positioned, and sold. So the offer relates to the marketing and the hook around it, for example, but it’s made up of lots of different ingredients.The problem is that creating a product takes ages – it’s long and slow, and a lot of work and testing goes into it. Even if you create the most streamlined of products, it’s never a fast process. Whereas creating new offers for a product you already have is really fast. With the right templates, you can try out a new offer for your product super quickly. And members of The League all have access to all those shortcuts – we have templates for more than 30 different ways of presenting the same product to keep things interesting for your audience.You have an automated email engineAn automated email engine is something that turns new subscribers into paying customers every single day, even when you're taking time off. While we’re both either travelling or taking time off for other commitments, our email engine is attracting new people. So we’re not wasting the money and time we’ve invested in getting people on our list. Instead, we’re turning these people into paying customers quickly, efficiently, and completely hands-off. This means we’re getting a return for how much effort, time, and investment we put into attracting them. Awesome, right?This is all happening from content that we set up in our email engine weeks, months, or even years ago, in some cases. And one of the reasons why it works so well is that we’ve taken our highest-performing campaigns and automated them inside the engine. Because let’s face it - every email you send isn’t going to be your best-performing one. Can you imagine the pressure if that was the case? So we’ve taken our best campaigns – the ones that gave us the most customers when we first run them live – and automated them. And that means we get the Stripe or PayPal notifications pinging into our Inbox every day – even when we’re not doing anything. That’s what happens to our members too, which is absolutely brilliant.You get excited about Email Marketing WednesdayWhen Kennedy first presented the idea of Email Marketing Wednesday, Rob thought nobody would ever jump on board. Because surely people don’t want to do their email marketing on a Wednesday, right? What if they already do Webinar Wednesday, for example?But to Kennedy, none of it mattered. Just because we do our email marketing on Wednesdays, it doesn’t mean everyone else has to. The key is for people to buy into the idea of dedicating one day a week to their email marketing.And now? People inside The League will post about Email Marketing Wednesday even before Kennedy has opened his eyes at 5 am on a Wednesday morning! And that’s a bit hilarious.You use our internal terminology outside of The LeagueWe have all sorts of phrases and language we use internally. We have Hotline Calls, Snowball Emails, an Interrogator campaign, and the list goes on and on. That’s because we’ve given names to our frameworks, campaigns, and the strategies we use and teach inside our business. In our businesses, we needed quick ways of doing different things, so we created frameworks, and for quick ease and reference, we gave them names. But what’s happening now is that members of The League get in touch with the various email marketing platforms asking for technical support and use our internal terminology with them. In other words, they assume that the phrases we use are globally known. But they’re not. And there are probably technical support operators out there scratching their heads around some of the questions they receive – certainly from some of our members. And that’s just funny.So that's a thing we do - we've created our own language and shared it with our awesome tribe. It's super useful, especially because we named our campaigns by using metaphors for how they work, how they feel, and what they do. And it means we can just quickly identify them with a name without having to describe or explain them all the time. You’re probably in a love square with Rob and KennedyWe hear this all the time. Our members are always mentioning us at the dinner table, much to the annoyance of their partners. And the reason why they do is that once people understand the value of email, and how it genuinely impacts your business and your life, they become obsessed with how they can do email better and up their game.League members want to know how to increase their effectiveness and improve their skills at email marketing, so they start talking about email at home instead of making small talk about what shows they’re watching on Netflix. And can you blame them? They love doing their email marketing, and that’s just a fact!  You get told off if you say you have a small email listInitially, we’d be the ones telling people off when anyone said they had a small email list. But now some members of The League will tell people off on our behalf, which is hilarious!Why do we do that? Because if you have more than one subscriber, then you have an email list, which means you should be doing email marketing. That’s all there is to it, and it’s often a big realisation for people who join The League. Because let’s face it – one of the hardest bits of email marketing is growing your list. You have to work at it all the time, and it’s boring and not enjoyable. But it needs to happen. The good thing is that when you get good at email marketing, you get to make the most impact and the most money out of the subscribers you already have.You don’t need a whopper of a list because we help you maximise the value you get out of your existing list. It doesn’t matter how big your list is because we give you the campaigns, the training, the help, and all the coaching you need to get the maximum juice for the squeeze.You have too many ideas for emails and not enough days in the week Members of The League don’t have enough days in the week to send all the emails they have ideas for. Because they have way too many.Every day, they come up with new ideas, but they don't want to email more than once a day. So they'll set their ideas aside for the next day when there's already an email lined up. And so on and so forth. League members have more ideas for emails than days in the week to send them out. And that’s because once you get into email marketing, you start to see opportunities (that other people don't see) that you can turn into valuable, high-impact, profitable ideas for your emails. As you come up with ideas you schedule them. It's a great place to be and an awesome problem to have because you want to share all these different stories but can't send too many emails in one day.You become a student for lifeWe love learning and regularly join masterminds or buy programmes and courses, mainly about marketing. We consider ourselves students for life and our members are like that too – they want to continue to grow in their knowledge, which is why they stay members for a long time.A lot of people tell us they originally joined our membership with the intention of staying for one month, getting as much out of it as possible, and then leaving. But that’s impossible to do. Because once you get in, you'll find content that’s not necessarily for right now.When you get started, you use what you need. And when you're ready for the next bit of content, it'll be there for you. Email marketing isn't something you can learn and be good at it in one month - you're going to get good at it over time. Plus, you simply can't implement and run 20 or 30 campaigns at once, so you have to stick around. There's no magic, quick trick that's going to make your email marketing suddenly explode - our members know that's not how it works. So they spend the time to become masters at the skill. They put in the work and the practice, and every day they get a little better and more effective at their email marketing. That's the magic. You use the same proven strategies but apply them to your unique businessAll our members use the same proven tactics, frameworks, and strategies but apply them to a specific niche, audience, product, or industry. We love speaking to our customers and finding out what they do. And it often blows our mind to hear that not only what we teach works for everyone, but also that there are businesses out there doing the most wonderful things, like selling candles and wax melts or gluten-free cakes on the Internet.Everyone’s business is different, but the same strategies work because we all sell to humans. Whether it’s B2C or B2B, we sell to humans who have email addresses, read emails, and buy from the same triggers. So ultimately, there's no business that won't benefit from having a really good email list.That's why all our members take what we teach and apply it successfully to different niches. Whether you have a course, a coaching programme, or a membership, and whether you charge people a one-off or a recurring fee, we see people apply our strategies, and they work. It's totally exciting to watch. You're building your business for yourselfOne of the things we absolutely love about members of The League is that they’re building their business for themselves. They’re not trying to duplicate or replicate or even compare themselves to other people in our membership, in their industry, or anywhere else. They're all about building their business the way they want it to be, and the size they want it to be.This is why League members will take an email campaign and reword it so it feels more like them. When their subscribers receive the emails, they feel they're connecting with the person. And our members' personalities always shine through in their emails - because they're building their business on their terms. We have members who run a brand new promotion every week and others who run three campaigns a year. They know our membership is there as a resource, and they'll use it when they need it. Some have huge teams behind them, and others are working on their own. We have people who work in an office, and others who work from home. Are they all six or seven-figure businesses? No. Because that's not what everyone wants. You work towards your goals and numbers and get to do it with the support of this awesome family inside The League who consistently and constantly have your back.Want to join The League?If you're a League member, you're probably nodding with a smile on your face right now because you know this is all true. If you're not a member yet and want to know what the fuss is all about, go and check The League out.We have more than 30 copy-and-paste email campaigns to help you promote your products and services, and a whole library of training courses to help you do everything you need to do with email. And of course, we also have group coaching calls every month to help you take things to the next level.Subject line of the weekNaughty Rob hadn’t prepared one in advance, but we got there eventually! So this week’s subject line is, “Copy + the emoji of a cat.” So it reads ‘copycat’ but you’ve done it with an emoji rather than the word.This is a powerful technique if you don’t use it every day, and it’s about taking something that people are familiar with and tweaking it slightly. So you could take a famous movie catchphrase like “Are you talking to me?” and add a little gangster emoji, for example. It makes it look interesting. Or you could change it a little but in a way that still makes it recognisable. Try it out!Useful Episode ResourcesRelated episodesWho should not join The League of email marketing heroes.How To Get Your Marketing Questions Answered by Rob & Kennedy during ‘Hotline’ Group Coaching Calls in The League.7 Essential Email Campaigns Examples For Your Business.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...

Do you use a single customer avatar in your business? Today we're sharing what we really think about customer avatars, why they don't work, and what you want to use instead. If you think (or have been led to believe) that customer avatars are the end-all and be-all, you seriously need to find out about this instead! SOME EPISODE HIGHLIGHTS: (0:16) Want to make your sales from your email marketing? Grab our Click Tricks.(4:14) You can't create a customer avatar before you have an audience.(6:24) An educated guess is NOT a customer avatar. (7:19) Create a business you actually like.(8:22) Who is our audience made up of?(10:00) Introducing the idea of segmentation.(11:58) Create Dynamic Customer Journeys. (14:14) No business is sustainable with only ONE avatar.(16:04) Segmentation doesn't need to be overwhelming.(18:08) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. You can't create a customer avatar before you have an audienceThe idea of customer avatars has been around for a long time. In fact, it's often the first module of every marketing course you’ll ever take. And apparently, it's all about getting a piece of paper, thinking about a customer avatar, and giving it a name. Is it, though? Because by the end of this exercise you can't be sure whether your avatar is true or you've made things up!So if like us, you find this idea or task really hard and demotivating, you'll be pleased to know that creating a customer avatar is something you can do retrospectively when you already have an audience. It’s impossible to create a customer avatar before you have an audience. Because all you're doing then it's guessing! There. We said it. An educated guess is NOT a customer avatarAnd sure - you can make educated guesses. If you teach long-distance running, you're going to know certain things about your audience. Maybe you only teach men, so you'll know your clients will be men and probably in a certain age bracket.That's an educated guess. But it's not a full customer avatar. And it's not going to be useful information when you're starting a business and trying to figure things out. So creating a customer avatar is something you do once you already have an audience. Otherwise, you're probably going to be paralysed by the details around what colour hair your ideal client has! And does it even matter? No, it doesn’t.Create a business you actually likeCreating a customer avatar and sticking with it at all costs also means you might end up with an audience you don’t like. The people you're intending to serve might be profitable, but you may not like them very much. So what we do instead is to put our products on the Internet (we know they're good) and then see who resonates with them. In turn, this might then give you an idea of what your market might be. For example, we knew we wanted to sell to people who create courses, memberships, and coaching on the Internet – in other words, small businesses. We’re not selling to big corporations - we know that. Sure, if any stumble across our http://www.gulfportpharmacy.com products, that’s fine. But that’s not who we’re going for.And we definitely didn't refine our audience and customer avatar to the point of establishing whether they were men or women and what market they were in. Instead, we started putting content on the Internet that was aimed at anyone who’s ever thought about selling a course – content that would appeal to somebody. And then we started paying attention to who it appealed to.Who is our audience made up of?So, retrospectively, we now know that most of our audience falls into these categories. Most of them are:Female. Between the ages of 35-55.Married with kids.In the US, the UK, Australia, and Canada.And they're experts in what they do. That's mainly who we're talking to. But we didn't choose to appeal to women. We run ads to everyone, and women responded more. We do training and events for communities of men and women, and women responded more. Having said that, we also have customers who don’t fall into any of these categories. And that’s where the idea of a customer avatar falls over. Because we can’t say we’re only going to sell to these people. So instead, we're putting out content and drawing in who's naturally interested and alienating who isn't. Doing this is going to save you time and help you create a business you like.Rob, for example, used to do a radio show for a local station, and their listener avatar was a 35-year-old housewife called Jane. Every meeting was structured around what Jane would want and like. But that doesn’t mean that what Jane likes is what you like and want to create. So create what you want and let that draw in the audience who are naturally drawn to you.Introducing the idea of segmentationAnother thing that’s worth remembering is that we're all individuals. Just like Kennedy’s dad used to say, “Labels are for tins.” We don’t have to label everything. So, rather than creating content that appeals to just one customer avatar and alienates people who'd be amazing customers for you, what you want to do is to find out what category your customers fall into and send them different emails. In other words, you want to make sure you’re routing people down different paths based on who they are and what they’re doing. And this is where we look at segmenting.For example, when somebody comes into our business, one of the first things we do is to find out a bit more about them. If we were teaching fitness, for example, we’d want to know if they’re male or female, what age they are, and what their goals are. Once we know all that, we can send these people through different paths.And sometimes you'll bring in people who you can't help, and that's okay - it happens in all businesses. But this also means that you get to serve the people you bring in in the best possible way.We have a couple of episodes on segmentation, so if you're interested in this topic, go check them out: 6 Techniques To Segment Your Email Subscribers. When is it too early to segment your email subscribers? Create Dynamic Customer JourneysWhat we do instead of using customer avatars in our business is to create what we call Dynamic Customer Journeys. This means creating forks in the road, or points at which people get to choose other crossroads.And there's a simple way to do this - you ask people what situation they're currently in. And they let you know by clicking a link, replying to an email, completing a survey, or filling out a poll.Once you know what category they fall into and what problem they currently need help with, you show them content that helps them in that situation. So even if someone decides to go down one route right now and then chooses a different one later, you'll be able to create a unique journey for that person.Because you're collecting data about your customers, when you're about to send an email about a new offer, you'll first need to decide which category of people needs to hear about it. There will be people who definitely don’t need to hear about it, so include the ones who do and exclude those who don't. That way, everyone’s getting the perfect message for them because they’re on a Dynamic Customer Journey.And by doing this, you also increase engagement because people will get content that's relevant to them. And we all know we disengage from something if we feel it's not relevant! No business is sustainable with only ONE customer avatarOne of the members of The League, Hillary-Marie, teaches tap dancing to people who want to learn and to instructors who teach tap dancing themselves. So she has two different categories. Had she gone down the customer avatar route and chosen just the one, things wouldn't have worked out as well as they did for her business.Because different categories are interested in different types of content, she can draw them all in through segmentation and say what she needs to say to different people. Also, among the people who are learning to tap dance, there are different levels - from the beginners to the advanced crowd who are looking for mastery and refinement. There will also be local people who are interested in an in-person class and others who will want to consume online content instead. This proves that no business is sustainably global with one customer avatar – you need different profiles (with different nuances) to sell to. If you think about the fact that Facebook collects 52,000 data points on every single person, that tells you that trying to shoehorn everybody into one category (or customer avatar) doesn't work. So put content on the Internet that you're interested in and build a business you like with the people you like working with.Segmentation doesn't need to be overwhelmingSegmentation sounds overwhelming, but it’s really simple. It's about collecting data about your customers, and it means that every time you want to send an email or launch a new sequence or a programme, you'll know which people to get in front of because they're interested in buying. All you need to do at that point is to find the people on your list that meet the right criteria (based on the data points you’ve collected) and only email them. So rather than customer avatars, think about Dynamic Customer Journeys. Involve the people who check all the boxes and exclude the ones who don't. If you want more information on this, we have a couple of cool resources inside our membership, The League. We go in-depth on how to create Dynamic Customer Journeys for small businesses, just like us (and you don't need big teams of data people for this to work). One of the resources is called Survey Funnels, and it teaches you interesting and innovative ways of using surveys.Plus, we give you campaigns for you to copy and paste and deploy for yourself. Some of them use segmentation to make sure you're only targeting the people who are most likely to buy. So check out The League if you aren’t already a member. And if you are, go and get stuck in! Subject line of the weekThis week’s subject line is “I forgot to tell you…” This has a couple of things going for it. First of all, it has curiosity built into it. What did you forget to tell me? And why is it important?But also, it doesn't look like a marketing email. If you scan through your inbox, you’ll notice that most subject lines sent from your friends and family are very bland and straight to the point because most people don't think too much about them. They'll just take a few words that relate to what the email is about and move on. The marketing ones, on the other hand, tend to be more catchy and interesting.  So sending something like this helps you cut through the noise of all the marketing – it’s direct and grabs people’s attention because it could be coming from their friends and family. Plus, it has a bit of curiosity added on. Try it out!Useful Episode ResourcesRelated episodes6 Techniques To Segment Your Email Subscribers.When Is It Too Early to Segment Your Email Subscribers?Advanced Psychology: Using Compound Curiosity.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! If you enjoyed this episode (all about why you can't just have one customer avatar and what you need instead) 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 believe that marketing is storytelling? What does comedy have to do with email marketing? Can it teach us something we can use in our email marketing to deepen the connection with our audience? Copy Chief Kevin Rogers blows our minds with his unique formula for sharing your origin story in 60 seconds or less. Warning: if you're not into having fits of laughter or don't want to hear Kennedy talk about polar bear hunting in Norway while learning one of the most amazing marketing tricks ever, this episode isn't for you.SOME EPISODE HIGHLIGHTS: (0:09) Want to get more sales from your email marketing? Grab our Click Tricks.(2:44) Did Kevin really see the Rolling Stones perform in a little intimate concert gig?(3:56) Does your origin story matter?(5:13) Is your origin story really about you?(7:44) Make your origin story about the problem you solve. (9:15) Introducing the 60-second Sale Hook.(14:21) The 60-seconds Sales Hook formula in marketing. (16:25) Using different angles in your origin story.(18:47) Where does your origin story fit in your marketing?(22:16) Subject line of the week with Kevin Rogers.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. Does your origin story matter? Should you share your origin story? Do people even care? Kevin Rogers tells us that our audience cares about our origin story more than we think! Just because we've heard it or shared it a million times, and we now think it's irrelevant, it's far from it! As marketers, we need to share our origin stories, go deep into them, and find different angles and places to tell them (or different parts of them). Marketing is storytelling, so this is crucial! Is your origin story really about you? We've all heard that your marketing and copy always have to be about the customer and not about you. So how do you strike this balance between telling your story and making it interesting and relevant to your audience? When you're writing copy, imagine almost having a two-way conversation with your audience. You hold one side of it and can almost picture your readers nodding along on the other side. Focus on the thoughts they'll have about themselves as they’re reading. If you're sharing things that are relatable, people will inject themselves into the story.Use a lot of “you” to make your copy about your readers, but there are plenty of ways you can involve your readers while telling your own story and not have people think you're some egocentric jerk who can’t think of anyone else. If the story is done right, no one will think that.  Take the famous sitcom Friends, for example. People laugh at the jokes because they imagine themselves in the situations the characters are experiencing. We laugh because we live vicariously through the characters. And that's what a good origin story is about - this shared feeling is what makes us want to create and tell our own stories. It's the heartbeat of every communication.Make your origin story about the problem you solveKevin explains that in marketing you have to make the origin story relevant to the problem you help people solve. If you’re selling a product, it makes people’s lives better. However, your audience may or may not experience this particular problem as something urgent right now. So part of the job your marketing needs to do is to ramp up that urgency.By sharing your origin story you can bond with your best prospects and turn away people who might not be a good fit. Especially when it comes to social media ads, you don’t want to attract people who are never going to buy your products or services. So what you want is a well-done, 60-second Hero Journey – one that you can share in one minute or less.And to create that, you need to make sure your origin story isn't just about you - it needs to relate to the problem you're solving. It's also worth pointing out that if you have multiple businesses and wear multiple hats, you may think you only have one origin story. But that's not necessarily true - you can choose which bits to highlight and hone in to make it relevant to a particular market.Introducing the 60-second Sales HookThanks to his background as a stand-up comedian, Kevin has created the 60-second Sales Hook - a formula to help you craft your origin story. Kevin adapted a joke formula to create this. And he did it when he realised that as a marketer, you have the same task a comedian has. When a comedian first comes up on stage, the stakes are high because they only have a few minutes to establish their persona. And their first joke is going to set the tone for the rest of the set. So they need to make it relatable and memorable, just like we all need to do with anything we produce in our marketing. So Kevin picked up on this widely recogniseable formula that stand-up comedians use to establish their persona. He broke it down and realised that with a small tweak to the last element of the formula, you can use it in your marketing. Why the tweak? Because unlike in comedy, in marketing you're not trying to make people laugh - you're trying to help people learn they can trust you to help them solve their problem.The joke formula in comedySo here's the joke formula Kevin identified and shared with us:Identity.Struggle. Discovery. And surprise, which is what makes people laugh. One of Kevin’s favourite opening jokes on a national TV spot is from a comedian named Karen Ronkowski. She opened with this joke where she said that her kids were so bad in Walmart that she pulled a flyswatter off the shelves and smacked them with it. And as soon as she did that, she realised she doesn’t have kids!It’s a great joke, and in only a few seconds she tells so much about herself (that's the identity element of the joke). We know she's annoyed by children, and she's willing to beat them (that's the struggle). The discovery is the flyswatter, and at the end, you have the surprise, which is that she isn't beating her own kids!Plus, when it comes to identity, she talks about going to Walmart, and just from that fact you're getting a lot of information about the type of person she is. In a few seconds, she also manages to identify with and relate to the mums or parents in the audience. Setting the joke in Walmart also adds specificity. We imagine what the store looks like, for example, and this drives the story and makes it three-dimensional. This works in comedy and in marketing copy too!The 60-second Sales Hook formula in marketingObviously in marketing, we’re not trying to get people to laugh – that’s not the goal. The goal is to build trust. So to use the joke formula in our marketing, we change the last part from surprise to result. What is the result that you have helped other people achieve through your discovery?The formula for marketing is:Identity.Struggle.Discovery.Result.Once you know these four elements of your business, you can write a story on the spot. Kevin’s story, for example, is that he’s a former stand-up comedian who turned copywriter (identity). For years, he struggled with sharing his story in a way that was relevant to people (struggle). Then he discovered how he could take a joke formula and change the last element of it and turn it into a hook formula (discovery). And he has since grown his business by 50% (result). All you have to do now is to add a call to action. So for Kevin, it's something along the lines of: “To see this joke formula that I turned into a marketing formula, click the link below, and I’ll give you my free book”. So that’s super quick. And it's pretty cool, right?Kevin also pointed out that once you know about this formula, you'll start seeing it everywhere - from TV commercials to ad campaigns. It's a proven, go-to formula - try it out! Using different angles of your origin storyAs mentioned earlier, if you have more than one business, you can also use your origin story in different ways. If Kevin had a business around health, for example, he'd share that he’s a father and a husband from St. Petersburg, Florida (identity). And that a few years ago, he developed a blood infection that almost killed him, so he had open-heart surgery to have his valve replaced (struggle). Note how the specificity around his identity allows you to tap into what’s subconsciously relevant to your audience. The fact that Kevin is a comedian-turned-copywriter is interesting to the marketing crowd. But if you’re talking about health and survival, then you can drop that fact because other things, like mentioning that Kevin is a husband and a father have a lot more connotations. That straight away tells you Kevin wants to see his children grow up, get married, and have their own children one day.Another tip is to always pre-empty the questions your audience may be asking in their heads. So if you mention a movie, share the title. If you’re talking about your girlfriend, give her a name.Going back to Kevin's story, the discovery is that the surgeons saved his life, but the medicine they prescribed was killing him all over again. Eventually, he discovered a way he could naturally fix those same problems without prescription medication. And on it goes. So you can use this formula for different things, and it's fun! Where does your origin story fit in your marketing?According to Kevin, the best place to use an origin story is when you first invite somebody into your world with a free download or a lead magnet offer. You want congruence from the beginning. So don’t think that because you said something on one page you can’t say it again - you absolutely can because these people just met you!You don't want to make something up just to get a click – you want to build trust. And people want to know they’re in the right place. For example, you can use your origin story in your pitch for your free download, and then on the Thank You page, you can have a short video where you tell the full story. You can tweak it slightly, make it longer, and add details that are relevant to the sale along the way.This is a useful framework that is best used if you have 60 seconds or less to tell someone who you are, why they should care, and why they should want what you have. So use it to grab their attention on the landing page or in an ad – it’s a quick summary to grab their attention and hook them in, and then you can unpack the story later. You can even build the story up over time (for example, over several emails in your welcome sequence) so your audience feels like they’re going somewhere with you, and that relationship deepens.In other words, build trust through congruence. Reassure people they're in the right place, and when you know they're interested (because they're clicking), tell them more and further that relationship. And don't forget you can do this with imagery too - the images you share can support your words.Subject line of the week with Kevin RogersOne of Kevin's top-performing subject lines is “The night I quit comedy.” Why did this work? Because curiosity is really high here - it's hard to look away from a subject line like that. Whether people know about Kevin's background in comedy or not, in these 5 words they learn a lot. It's interesting, and it makes people want to know what happened.Plus, Kevin had a lot of fun with the story and later layered lots of lessons in there about knowing when something is over, choosing a new direction, and having the courage to go after it. And remember to start the story in the middle of the action because it’s the most intriguing place. Useful Episode ResourcesAbout KevinIf you want to find out more about Kevin you can find him on his website, where you can grab a free download of the 60-second Sales Hook and also find his podcast and other amazing resources.Related episodesMaking Yourself Choosable with Belinda Weaver.12 Things That We Use On Stage That Help Our Email Marketing.The Therapeutic Benefits of Writing Your Own Emails.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! If you enjoyed this episode (all about how marketing is storytelling and how to tell your origin story) 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 to know how to create clever subject lines for emails that will get you more clicks and sales? Then you need to find out about this advanced psychological strategy called compound curiosity. That's right - it's not just curiosity the way you may have been taught before. This will quite literally blow your mind! Ready to learn how to do it? SOME EPISODE HIGHLIGHTS: (0:10) Want to make your sales from your email marketing? Grab our Click Tricks.(3:31) Introducing our new sponsor - Selzy.(5:01) How does curiosity work?(5:28) Where to use curiosity in your email marketing.(6:18) What is the difference between curiosity and compound curiosity?(7:27) Examples of curiosity and compound curiosity.(8:38) How to create your own subject lines using compound curiosity.(10:55) Other ways to implement compound curiosity.(12:43) Introducing our course Subject Lines that Drive Sales.(13:30) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. Introducing our new sponsor - SelzyFor every dollar you spend on email marketing, you’re supposed to make at least a $36 return. But that's hard to do if you're scratching your head wondering how to use all of these advanced email marketing features. This is why we're introducing Selzy, a tool where you don’t have to squint your eyes and give yourself a migraine to get started.You’ll be able to launch your first campaign in just 15 minutes, create emails and automations super easily, and if you need to, you can call for backup 24/7 from Selzy’s amazing support team. Selzy is sponsoring this episode of The Email Marketing Show, so if you want to give it a shot, for just $49 you can have a lifetime account with unlimited emails, automation, segmentation, and some advanced analytics. And that’s all of that for the price of around 10 lattes! You can grab this bonkers deal here.How does curiosity work? Curiosity is one of the most important elements you can use to get people to open your emails and click on the links inside them. Without curiosity, no one's going to open your emails, and that's simply because they're not curious enough to find out more! Curiosity is the emotion we use to get clicks and opens, and it's pretty much the only one that’s going to do that for you! So you want to lean into this psychological strategy to learn how to write clever subject lines for emails that get opened more and get you more clicks! Where to use curiosity in your email marketingSo where will you use curiosity? You can use curiosity in two places - your subject lines and the content of your email (the body copy). Curiosity in your subject lines drives people to open your emails and then click on your links. Because one of the things you want to do is to make sure you prompt people to take the next action with you but also inspire any potential actions after that. In other words, with your subject lines, you want to drive people to open and also be pre-framed to click to find out what's going on. The body copy of your emails needs to drive people to click on the links - that's the direct action you want people to take. But you also want them to be inspired to go forward and check out your products and buy.This is why we use curiosity in 80-90% of our subject lines, and out of those, probably half will use this psychological strategy we call compound curiosity. So let's see what the difference between the two is. What is the difference between curiosity and compound curiosity?The way most people deal with curiosity is by saying things like, “I’ve got a video for you to do X”. This is you listing all the benefits in the subject line. But compound curiosity looks more like, “In this video, you'll learn [benefit] and wait until you see what Kennedy is wearing at 2 minutes and 22 seconds!" We call it compound because you have one piece of curiosity added on top of another one.Why does this work? Because as a reader you know you're going to benefit from these emails. And benefits are important in the body copy because they explain what the thing you're selling or offering is doing for people. But then you also want to multiply and compound that curiosity (or that benefit) with some additional curiosity.Now, that doesn't mean you use this for everything - you definitely don't want to overuse this. But let's have a look at some examples of curiosity and compound curiosity in action. Examples of curiosity and compound curiosityHere are a couple of examples that trigger curiosity:“You’re doing it wrong.” People see this and wonder what they’re doing wrong.“It’s the summer of 2002.” And here people wonder what happened in the summer of 2002.This is what we refer to as normal curiosity, and you’ll probably already be familiar with that.  But here are some examples that use compound curiosity: “Arguing with a guru.” This is a real subject line we sent out and it’s compound curiosity because here the audience is wondering WHO the guru is and WHAT we were arguing about. Did we win? Or did they win?“Lessons from the milkman.” This is another real subject line we sent out. It's compound curiosity because someone may be wondering WHAT the lessons were and what we learnt from the milkman. Also, will they help the reader? What can one possibly learn from the milkman?How to create your own subject lines using compound curiositySo let's look at how you can also create clever subject lines for emails that use compound curiosity in a way that's subtle but powerful. The four examples we shared above might not sound all that different on the surface, but they are. And the subject lines that use compound curiosity have two elements of curiosity added in. That's key - you want two elements of curiosity in the subject line or the email copy you're writing. Think of this as questions that the reader might ask. Usually, these are going to be a WHO and a WHAT or a WHAT and a HOW. In other words, you’re looking to write subject lines that trigger two questions that start with two of these questioning words.So for example, with WHAT, one of the questions might be, “What happened?” With HOW the question might be, “How did that come about?” Or, "How did we get those lessons from the milkman?" And, "How are they relevant to your reader?" Or with WHO, the question could be, "Who is the guru?" When you trigger two questions in one subject line you subconsciously get under the skin of your subscribers. They want to know more and more desperately than they would if this was just a single-curiosity subject line. So the key to making compound curiosity work is to have two different questioning words. If you had a subject line that said, “It was the milkman and the cowboy” that doesn’t work as well because you have two WHO questions. Who’s the milkman and who’s the cowboy? It doesn’t add anything.But when you have two different questions, that’s when you have compound curiosity because they multiply each other rather than just adding to each other. You want multiple questions going off on people’s minds because that means people are giving your subject line more attention. It means they'll open the email to find out what's going on and make sense of it.Other ways to implement compound curiosityYou can also do this by reframing words. Here's an example of that from a subject line we sent out during the lockdown period that read, "What's in THIS box?” Using capital letters for the word THIS was an interesting choice. People want to know what’s in the box, but they're also curious to find out if there’s a picture of the box in the email. Are you going to tell me about the box? How do I know what the box is? There's double curiosity there. And as you get better and more practiced with creating subject lines that use compound curiosity, you can do what we do, which is to pull the story we're going to talk about in the email into the subject line. How? You write the email first, then go back to it and work out how much detail you can remove from the story to strip it down to 3-6 words and turn it into a subject line. And, of course, you want to phrase it in such a way that it triggers more than questions in people’s minds.This might sound complicated, but it comes with practice. The more you do it, the faster you'll get, and it’ll become very natural. So just go through the story in your email and think of different opportunities to inject a few questions into somebody’s mind with it.If you do this, you’ll end up with more people opening your emails and clicking the links. Remember that people are curious about different things, so give compound curiosity a try. It's an advanced psychological technique that will help you create clever subject lines for your emails that get them opened and make you sales. Introducing our course, Subject Lines that Drive SalesIf you want to check out our approach to creating psychologically impactful and clever subject lines for emails that drive clicks and sales using strategies like compound curiosity, we have something for you that doesn't rely on dusty old formulas.In fact, you'll notice we never give you formulas for your subject lines! We simply tell you what subject lines we use and then break down the psychology behind them to tell you why they work. We have a full course on this called Subject Lines that Drive Sales. It's available for free for all members of The League. So if you're not a member already, go and check it out!Subject line of the weekThis week’s subject line uses compound curiosity and proves how short (yet effective) subject lines can be. It’s just three words, and it’s “My dirty tactics.” People want to know WHAT the tactics are and WHY they are dirty. So it has in-built compound curiosity. Clever, right? Try it out!Useful Episode ResourcesRelated episodesHow To Use Email Subject Lines To Do More Than Get Your Emails Opened.Writing Subject Lines Without Using Formulas.How To Write Email Subject Lines For Sales Emails (That Actually Work).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! If you enjoyed this episode (all about how to use compound curiosity to create clever subject lines for emails that will get you clicks and sales) 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! 

What are the BEST email marketing strategies out there? Well, we have 7 strategies for you that shouldn't work, but they absolutely do!We're Kennedy and Carrie, and the things we're going to share might surprise you. But trust us, they work!Ready to get all the good stuff?SOME EPISODE HIGHLIGHTS: (0:33) Want to carry on with the conversation? Join our FREE Facebook group. (2:42) 1. Send more emails. (5:09) 2. Include one clear call to action in all your emails. (8:06) 3. Talk about yourself. (16:23) 4. Stop using benefit-driven subject lines. (17:53) 5. Send emails that 'divide' your audience. (26:20) 6. Share complaints or negative reviews. (30:00) 7. Send 'ugly' emails. (31:49) Join The Email Hero Blueprint. (32:17) Subject line of the week.Useful Episode ResourcesRelated episodesTurn Problems into Opportunities – Convert Haters into Sales with Laura Belgray from The Talking Shrimp.The Truth About All The Surprising Things That REALLY Impact Your Email Deliverability.Perfect Timing? What’s The BEST Time To Send An Email For Maximum Impact?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!Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the 7 BEST email marketing strategies that shouldn't work but absolutely do) 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!

Falling off the email marketing wagon happens to the best of us. Whether life got busy, a launch took up your focus, or you just fell out of the habit - it happens. And if your list hasn’t heard from you in a while, it’s tempting to wait for the “perfect” moment to restart (eg. Monday, the start of the month, or some other arbitrary milestone) But the truth is, the best time to reconnect with your audience is today.In this episode, we’re diving into how to restart your email marketing without overthinking or worrying about upsetting your subscribers. (Plus, we’re giving you the exact framework for the perfect reintroduction email - we call it the ‘Terrible Friend’ Campaign)Let’s do this!Useful Episode ResourcesFREE 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 Email Hero BlueprintWant 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.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) 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!