The Email Marketing Show

Bonus: Stupid Festive Quiz

Did you know there are only THREE email marketing campaign types you'll ever need to know about and use in your business?That's right. Inside our membership The League we have more than 30 email campaigns that our members can literally copy and deploy in their own businesses. But they all come down to these three main types. And once you understand these, you'll see your emails in a completely new way. Ready to find out more? SOME EPISODE HIGHLIGHTS: (0:10) Want to make your sales from your email marketing? Grab our Click Tricks.(4:48) The only THREE types of email marketing campaigns.(6:13) Examples of functional campaigns.(7:30) Collect testimonials and get paid on time. (9:33) Direct sales campaigns.(10:44) How to sell in a valuable way.(12:19) The advantage of running different direct sales campaigns.(13:06) Content-led campaigns.(15:31) Want access to all our email marketing campaigns? Join The League.(17:31) 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. The only THREE types of email marketing campaignsRunning email marketing campaigns can seem overwhelming and complicated. But at a basic level, there are only THREE types of campaigns you'll ever need in your business.And they are: Functional campaigns.Direct sales campaigns.Content-led campaigns.Examples of functional campaignsFunctional email marketing campaigns are those that relate to the core functions that need to take place in your business.For example, you'll need some sort of funnel campaign that delivers your lead magnet when someone opts in to download it. When you run a campaign of this type, you don't just want to deliver the product - you want to do it with purpose. You want to remind your subscribers about the value they're going to get from your download. They were so excited to get your lead magnet that they gave your their email address. Now your job is to remind them of that excitement and that value - tell them how implementing your teachings will help them solve the problem they might have, for example. This email delivery sequence marks the start of building a relationship with people, and that's super important. Collect testimonials and get paid on timeAnother functional email marketing campaign you can have in your business is one that helps you collect testimonials. Why have a campaign for this? Because you want to systemise and automate the process of reaching out and getting testimonials that you can then use to sell your product to other people. Doing manually isn't very efficient - you might forget to ask, or too much time will have passed. So you need to have an automated process to reach out to your existing customers to ask for testimonials, and a campaign will help you do that. You also want to have systems in place to make sure you get paid on time. If you're invoicing your customers, you want to email them a bill. And if that bill is overdue or if someone's payment has failed, you need a system in place to remind them or let them know. And that doesn't mean these (functional) emails can't be valuable or interesting!So these are examples of functional campaigns you might want to implement. They will vary from business to business, which is why we have a whole range of them available inside our membership. Direct sales campaignsThe second type we want to cover are direct sales email marketing campaigns. As the name suggests, in these emails, you'll have a link that someone's going to click to get to a sales page. While reading the email, people know that when they click on the link they'll be taken to an offer. And of course, you have different categories of subscribers, i.e. people who are at different stages of their journey with you and who need different offers. Some people are ready to buy (we call them 'high-interest') - they already know what they want and just need the link. So when you put an offer in front of these types of subscribers, you don't need to do a great deal of marketing. In fact, you want to make sure you don’t do anything that gets in the way of this person buying from you!How to sell in a valuable wayA lot of marketing advice you'll find 'out there' will give you the idea that if someone joins your list today, you have to then nurture them for ages without selling them anything. At some point, 'reciprocity laws' will kick in, and they’ll buy. But we don't think that's how it works at all! What you want to do instead is to sell in a valuable way. You want to run direct sales campaigns that are valuable. And once you do that, you can reach out directly to the people who aren’t ready to buy right now and get them over the line when the time comes.Direct sales campaigns rely on ensuring that your offer is tightly dialled in. In other words, a direct sales campaign will never convert unless your offer is strong. So running a direct sales campaign is actually a great way of testing your offer. If it sells, then your offer is a winning one. Because no one has an inherent inability to make sales. And that's why inside The League we have a range of direct sales and flash sales campaigns (like Columbo, the Overture campaign, or The Escalator) that you can use for existing products but also to test brand-new offers. The advantage of running different direct sale campaignsWhat all direct sales campaigns have in common is the fact that your subscribers know they're being offered something. But the campaigns are framed in different ways because you can still have variety! That's why we have so many of them. And we see this as a big downfall for a lot of email marketers. They'll just show up with the same direct sales campaign every single time and never try and wrap their offer up in different ways. As a result, their audience switches off and gets bored. They become blind to those campaigns and stop engaging. Even if you've changed some of the nuances, they won't notice.So here's why we have so many different campaigns. And of course, you could also have hybrid campaigns that are both functional and about direct sales. An example are campaigns that help you win back past customers. Content-led campaignsThe third type of email marketing campaigns you need in your business are content-led ones. These are the email sequences you use when you're cloaking your offer behind a piece of content, such as a teaching video or a webinar. If your offer sits behind a video, for example, you only trigger it once people have watched that piece of content. Our Golden Cloak campaign works just like that. And if people don't watch the video, then you want to trigger a different email campaign entirely (and then another one after that), and the whole process is streamlined. Another example is our Daisy Chain campaign, where you put someone into a different email sequence as long as they've watched up to a certain point of your video. You pick a particular point in your video because it's only after reaching that bit that you think the campaign that follows has a good chance of making the sale for you. And our Video Hero technology (available to all our members) helps you do just that. Another content-led campaign we have is the Phantom campaign, which uses a survey. We ask people to fill in the survey, and on the back of that, we do different things. For example, we might send them to our webinar campaign to register for a webinar. Signing up for the webinar is the call to action - the whole campaign builds urgency around getting people to register. And then at the end of the webinar, there will be a pitch for the actual offer. In other words, the campaign does the job to sell the webinar, and the webinar (the piece of content) does the job of selling the product. Want access to all our email marketing campaigns? Join The LeagueAs you can tell, your emails can do a lot of different jobs depending on what type of campaign they fall under. It’s easy to think that all emails need to tell someone to go and buy something, but that’s not how it works! There are different stages to the process that you must take into account. The one thing that all these emails have in common is that they all ask for a click – they ask someone to take an action. And sometimes it’s functional (i.e. you're asking them to do something that’s free), sometimes it’s about direct sales, and other times it's about consuming a piece of content that has an offer somewhere down the line.You need all these types of campaigns to keep your audience involved and engaged and make the maximum amount of sales. All members inside The League know that the 30+ campaigns we teach fall under these three different categories. And by using them, you can build your own email automation engine, which runs day and night and fills up your email inbox with payment notifications - no matter where you are or what you’re doing.If you're not already a member and want to check it out, here's the link again. Are you ready to literally grab and deploy these campaigns in your business in your own voice? Subject line of the weekThis week’s subject line is “SKIP module 01.” The story here was about the fact that if there’s ever a course that teaches about customer avatars, we will skip that module because we think it’s mostly nonsense. And we talked about that in the podcast episode What We Really Think About Customer Avatars. The subject line links to the story we told in that episode, rather than simply saying what the episode was about (which would be the boring and dull option). In other words, this subject line works because it's interesting. People want to know which module we're telling them to skip. And it sounds counterintuitive - why would you skip module one when it's normally the one you start from? It almost sounds like an ‘anti-consumption’ email, which is why it generates curiosity. Try it out! Useful Episode ResourcesRelated episodes7 Essential Email Campaigns Examples For Your Business.9 Psychological Things That We Use In All Of Our Campaigns.Template For Email Marketing Campaigns.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 only email marketing campaign types you'll ever need in your business) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

Want to know how to increase the open rate of your emails? We talked about open rates before. And you'll probably already know that we believe they're wrong. But regardless of what the data says (and whether it's right or wrong), you still want people to open your emails.So how do you do that? Here you go.You're welcome! SOME EPISODE HIGHLIGHTS: (0:11) Want to make your sales from your email marketing? Grab our Click Tricks.(5:23) Why your open rates are wrong.(10:12) Your reputation is what gets people to open your emails.(15:00) Create compound curiosity and use open loops.(18:54) Write shorter emails.(20:15) Be regular and become a habit in someone's life. (25:48) Remove benefits from your subject lines.(28:41) Build a list of people who want to read your emails.(31:12) Vary the lenght of your subject lines and break patterns.(35:36) 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. Why your open rates are wrong We’ve been talking for years about the fact that open rates are wrong, and now we're telling you how to improve them? Don't worry - we haven’t changed our minds. Generally speaking, open rates are wrong - they might be higher or lower than whatever number you see in your email marketing platform. It's probably lower, but it's hard to tell.And you certainly should never make any decisions at the back of an individual subscriber opening (or not opening) an email. Because the technology used to track open rates is flawed. Some platforms (like Apple) tend to mark all emails as open and others (like Android) mark them all as unopened. So you can't trust that number.But what you can do is look at the overarching number of emails sent over a certain period of time and work out whether the open rate was up or down relative to the previous day. Open rates are consistently inaccurate, but they're incorrect relative to one another. Having said that, if you notice your open rates have gone up over the last few months, it may not mean you're doing something brilliantly. It could be because everyone's open rates have gone up in the reporting over the past few months. This is simply a change in the number displayed by your email platform - it doesn't mean more people are opening your emails.But while we don't want to pay too much attention to that number, we do need people to open our emails. So let's talk about the strategies to your subscribers to do just that, regardless of what your open rates say.  Your reputation is what gets people to open your emailsThe first thing we want you to realise is that what gets your emails opened is not your subject line – it’s your reputation. And the evidence of that is in the fact that if you get an email from a friend or family, you’ll open it – regardless of what’s in the subject line (or even if that’s empty). But if the email comes from a source that doesn’t sound trustworthy or beneficial to you, you'll leave it (and might even hit the spam button) - no matter what the subject line is.This proves that what counts is your reputation - that's what gets your emails opened. Seeing your name in their inbox triggers a deep, subconscious, reflex response to make someone open your email and read it. And they'll do that because they know you're not a spammy person and because they'll get value or entertainment out of your email. So don't trick people with your subject lines by saying it's going to be about something and then make it about something else! That will ruin your reputation, and people won't trust you again. How to improve your reputationTo improve your reputation, make sure you send good emails that aren't predictable. What is the emotion people experience when they read your emails? Do they feel let down? Or are they left feeling like what they read was good, interesting, and valuable? Did they learn something or get something out of it?If you trick someone into opening your emails today, you might get a better open rate tomorrow. But your overall open rate will be hugely damaged. So think about your subject lines as a tool that gives people a reason to read today's email as opposed to yesterday's or tomorrow's. Always try to come up with more interesting ones, but also be aware that your subject lines aren't going to be the best every single day - you may have days when you send very factual ones and not see a spike in open rates, compared to the days when you send really witty ones. And that's okay. Because your reputation is what gets your emails opened - not your subject lines. Create compound curiosityWhen you do write your subject lines, you want to give people a reason to open your emails. And we see a lot of people trying to do this but getting it a bit wrong. For example, if you use the subject line “How I made $20,000 last month using a free Facebook group”, it sounds like you’re triggering curiosity. But this subject line already answers all the questions someone might have. We now know that you can make a bunch of money using a free Facebook group, so we now have no reason to open that email.  Instead, you want to create compound curiosity, a technique where you include more than one curious element in your subject line. We covered this before, so go and check out the episode here.Use open loopsAnother thing we do is to use open loops either within our emails or at the end of them to boost open rates for our following emails. We have two ways of doing this - one more overt and one more subtle. The overt way of doing it is to raise a thought or a question that doesn’t get answered, acknowledged or completed until the next email. It’s a bit like when you’re walking down the street and see someone whose face you recognise but you can’t think where you know them from. It nags at you all day until you remember. Because we can’t deal with the idea of an open, unfinished thought or loop. So to tap into this, tell your subscribers that you were going to say something in an email, but you'll tell them tomorrow instead.The more subtle way of doing this is to tell a story. And at the end of it, you casually say you'll carry on another time. You wave that bit of information into the middle of a story and continue the story the next day - that's an open loop.  Write shorter emailsIn our membership The League, we get results for people because we teach you how to flip logic around and use psychology, which is not so logical. We think we're logical beings, but we're really not. So always think about non-logical ways to go about things.And something you can do to go against the grain and be different is to make your emails shorter. This saves you time when writing but also allows you to share emails that are more to the point. So when someone sees your name in their inbox, they'll find time to read it. If they know your emails are very long, they might leave them for another day. And then before they know it, you've sent more, and they have a backlog they aren't likely to clear.So don't do that. Keep your emails shorter, build a reputation for being someone who sends shorter emails, and you'll get more of your subscribers to consume your message. Be regular The next thing you can do is to be regular with your emails, so you become a habit in someone’s life. If your emails are sporadic, that's very difficult to do.  In fact, you’re more likely to be an interruption. Your emails don’t necessarily have to be daily (although we believe they should be), but the more regular you are, the better. When you send out emails regularly, people know when to expect them and when to go and read them. Ideally, what you want to do is to link existing behaviours and habits that people already have with reading your emails. If you send your emails every day first thing in the morning, for example, people are likely to read them when they're having their cup of tea and coffee. You're helping them link an existing habit with reading your emails, which means your subscribers are more likely to proactively go to their inbox to look for your email. So tell them what you're going to do. When will you send your emails out? What can they expect from you? What are you committing to do? Be open about that because it’s that repetition that ingrains the habit and then links habits together.By the way, you may have noticed that none of the strategies we mentioned are 'tricks' or 'hacks' – they’re not quick, and they’re not loopholes. They involve building a list of people who want to receive your emails and hear from you every day – that’s the real secret. Because those are the people who will open your emails. This is how a psychology-based approach to email marketing works. It’s not about shortcuts - it's about the beliefs you build and the behaviours you display that make you a more influential person.Remove benefits from your subject lines Another tip we have for you is to remove benefits from your subject lines. Because there are only so many ways you can send a subject line about “How to increase your open rates”, for example. And this works for any topic. Sooner or later, your audience will get bored of that approach. Benefit-driven subject lines remove a lot of the mystery from an email, and they actually reduce the reasons to open it.  Instead, you want your emails to include something interesting or valuable so that if people aren’t ready to buy from you yet, they can still get something out of your emails. And knowing that is what will make them decide to open your emails and read them. So don't talk about what the email is going to do for them. Instead, make it curiosity-driven and interesting - tell a story.Most of our emails are story-driven, so the majority of our subject lines are plucked directly from the story and are riddled with curiosity - people can't glean anything from them. If they want to find out what the email is about, they have to open it and read it.If you use the subject line, “How to grow your list with a Facebook group”, for example, people will assume what it's all about, and a lot of them won't even open it. You're also alienating people who don't have or want a Facebook group. That's because often, with benefit-driven subject lines, people make their minds up about what they're about and don't open them.  Build a list of people who want to read your emails Also, because you want to attract people to your list who want to receive your emails, you need to make sure there's a strong link between the reason they're joining your list and what you talk about in your emails on a day-to-day basis. So if we were to create a lead magnet to help people build an email list using a Facebook group, we might attract someone who is more interested in social media marketing than email marketing. And they wouldn't be right for our list.So make your daily emails one of the reasons why people want to join your list. And once they do, be very brutal. Remove those who aren't engaging, and you'll see your open rate go up. It sounds like a false economy, but the people who aren’t opening your emails are damaging your ability to deliver. You tend to end up in a vicious circle with fewer people opening your emails because your emails aren’t even getting delivered!So make sure you do some form of engagement monitoring. You also want to run re-engagement sequences regularly, just like our LOL Revival campaign. This is something we always encourage our members to make a priority. And that's because it positively impacts your ability to be effective in your email marketing. Vary the length of your subject linesAnother tip we have on how to increase your open rates is to vary the length of your subject lines to keep them varied. For example, you could have a subject line that’s just one word. Or a short subject line where every word starts with a capital letter. Or you could use an emoji or a full stop at the end of your subject line. In other words, vary the look and feel, style, and length of your subject lines, so they’re all different. Think about scanning down your own email inbox and looking at subject lines. The ones that stand out to you are probably those that are a bit different. Most subject lines are quite long, so they tend to be cut and not fully displayed. But if you see one that's really short, you’re drawn to that.  Break patterns! And finally, based on everything we covered here, think about breaking patterns. Observe the behaviours and patterns that you and your competitors are building, and find ways to break them. We always advise you to subscribe to your competitors' emails, for example. And it's not because you want to copy them, but because you want to be different! If they email at a certain time of day, pick a different time. That means you aren't competing for people’s attention. Break the patterns – even within your own routine if necessary. For example, if you send an email every morning and suddenly you email a second time in the afternoon or the evening, that will grab your audience's attention. Because that's not what you normally do. So notice your own patterns, and from time to time, break them. That's what we do.Subject Lines That Make SalesIf you want to find out more and go deeper into this topic, we have a whole training inside The League (called Subject Lines That Make Sales), so if you’re not already a member go and check it out. You can also have a look at the campaigns we have in there. With more than 30 email sequences and frameworks available, you'll be able to build a reputation and an arc across all your campaigns. And, in turn, that will help you increase your open rates. Every strategy we mentioned here is already baked inside our campaigns so you can use these techniques to get people to open your emails and take the next action to click and buy from you.  Subject line of the weekThis week’s subject line is “Message from Orlando.” We’ve done variations of this quite a lot, like “Postcard from…” or "Letter from...” for example. Typically, we use these subject lines when one of us is away (or both of us are), and we’ve got something to say from that place.It works because it’s full of compound curiosity. People will be wondering what the message is, who’s in Orlando, or, in this case, which Orlando is sending the message (is it Orlando Bloom??) So if you’re in an unusual place or somewhere different, this is a great one to try out.Useful Episode ResourcesRelated episodesThe Surprising Thing That REALLY Impacts Your Email Deliverability.What to do if you have a high unsubscribe rate.Why You Shouldn’t Worry About Your 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

Want to find out how League member Aiden O'Sullivan made over $10,000 using our price increase email template? That's right - Aidan, who is an entertainer magician by trade and also supports other entertainers, implemented our Price Hike campaign and made £9,000 in just a few days. Want to know how email marketing changed his business and his life? If you're stuck in the hustle and the day-to-day grind and want a more predictable, automated way of getting leads and sales in your business, check this out! SOME EPISODE HIGHLIGHTS: (0:12) Join our FREE Facebook group.(4:07) When did Aidan start using email marketing in his business?(7:28) The first change Aidan made when he joined The League.(9:34) What gap was Aidan trying to fix with email marketing?(12:00) The first thing Aidan implemented when he started email marketing.(14:02) Implementing systems to support his email campaigns.(16:14) The amazing impact of running the Price Hike campaign.(20:20) The ONE action that had the most impact on Aidan's business.(21:48) Aidan's future plans with email marketing.(24:23) Subject line of the week.When did Aidan start using email marketing in his business?Aidan started doing email marketing just over 18 months ago. Before that, he had an email list but had never done anything with it. In fact, at the time, Aidan thought that email marketing was spammy! Plus, being a magician and entertainer, it'd never occurred to him that he could use email as part of his marketing strategy as a tool to help him book more gigs. At that point, his biggest barrier to getting started with email marketing was working out what to say to his subscribers other than just asking people to book his gigs. He didn't know how to come up with interesting topics that wouldn't annoy people. He was far from thinking that people could actually enjoy receiving emails, so he was mainly using social media. The first change Aidan made when he joined The LeagueWhen he first joined The League, Aidan started sending emails out to his list regularly. The switch for him was understanding how he can provide entertainment to his audience even when he doesn't have anything to sell. And that's something Aidan didn't even think was possible - being in 'entertainment mode', wasn't something he associated with email marketing. But he managed to overcome the mindset hurdle that made him believe that emails were spammy and annoyed people. Once he joined our membership, Aidan realised that email marketing could be done in many different ways. And it's not about sending an email and hoping for the best! Now Aidan enjoys experimenting and playing with new ideas and seeing things work from different angles. This is what got Aidan's attention and curiosity at first. He knew that email marketing was something he wanted to try and make work for his business - he appealed to Aidan as a project he could get involved with. What gap was Aidan trying to fix with email marketing? Before he started using email marketing, Aidan didn't have enough leads coming through in his business. He had people on his list who had opted in to hear from him, but no one was booking him. So at first, Aidan started exploring email marketing as a way to be more productive, rather than simply sitting back and hoping sales would come through. With a coaching side to his business, he wanted a way to make sales more consistently as he was relying heavily on social media and felt trapped in that rat race where he was plastering content on every platform and working over 100 hours every week just to make ends meet! He was stuck in the hustle mentality and thought that was the only way to grow a new business. But that meant he nearly worked himself into the ground! And in retrospect, he now knows that mindset was ridiculous and a waste of his time and energy.The emphasis was on working harder rather than smarter in a way that was sustainable. Instead of working so many hours, Aidan wished he'd just focused on what was working well in his business. The first thing Aidan implemented when he started email marketingWhen he started sending emails out regularly, Aidan decided to focus on building campaigns, rather than sending individual emails and hoping to make some money.Campaigns allowed him to build an argument (email after email) that helped him sell the master classes and one-off products he was offering at the time. Email templates and automation have a beginning, middle, and end and all lead to the direction of selling a particular offer. So rather than focusing on individual emails, Aidan started putting his efforts into tweaking and improving his campaigns. And the immediate effect of running more email sequences was that he started making more sales. Also, over time, his click- and open rates increased and stayed high. As an effect of implementing email campaigns, Aidan now has people paying attention to what's being offered and has been able to build a deeper relationship with his audience.Implementing systems to support his email campaignsThe next thing Aidan did was to put the systems in place so that his email campaigns would run on autopilot. That way he wouldn't have to implement a new campaign every week, which is something Aidan did when he first joined The League. He'd launch a new campaign for a new product every week or a new campaign for the same product to try and sell it in a different way. It was exciting and fun, but it meant he kept changing things and moving away from what was working. So Aidan switched approaches. Instead of creating more campaigns, he invested time in creating a system that would work like an asset for him - an investment that was reaping rewards. That meant he could do the things he enjoyed the most in his business without feeling guilty. As an entertainer, Aidan thrives on doing presentations and speaking to people in groups - it's about having a physical audience for him. And he can do that now because his sales are taken care of - they're automated and happen in the background. Thanks to email marketing automation, Aidan has more freedom and more revenue too! The amazing impact of running the Price Hike campaign The Price Hike campaign, which is the email template we put together for those who want to inform their audience that prices are going up, is the most successful campaign Aidan has implemented to date. When he used the campaign to tell his subscribers that the price of his membership was going up, he made £9,000 (over $10,000). And that's just in the space of a few days! Of course, it didn't feel like hustling. Because Aidan was able to use a framework to create the emails, schedule them, and let the automation run. This goes to show there's value in telling your audience that you're about to increase your prices. We see a lot of business owners who put their prices up without telling anyone! But warning your audience in advance allows those who haven't yet bought to go and buy before the price increase kicks in. It gives them an incentive. And for you, it's an opportunity to make more sales. How does Aidan feel about his email marketing now?Now Aidan thinks that email marketing is fun and interesting – he loves it. Plus, he finds it reliable. Far from thinking that email marketing is only for people who have a huge list, now Aidan considers it the go-to activity to help him generate more leads and sales. He resorts to email first. And then, he'll look at what else will fit into that structure.The ONE action that had the most impact on Aidan's business Aidan thinks that what’s key is to send more useful emails. You don't just want to send out an email once in a while with a long list of everything that’s happened. It’s about sending more emails with interesting stories and hooks. And this is what helped Aidan the most.He also became more accountable – every day he sits and writes an email, and that builds up over time. In the space of 12-18 months, you’ll be able to write emails in a short amount of time. The emails are useful and practical, and people love them. And that’s been the biggest shift for Aidan.Plus, this crosses over to social content too. Because being able to follow simple frameworks and structures to write good emails translates perfectly to what you post on social media. You follow the same approach, which makes posting on social media quicker and more useful to your audience. Aidan’s future plans with email marketingAt the moment, Aidan is focusing on doing more of what works and putting the systems in place to take care of the rest, so he can focus on what he enjoys while leads and sales are happening without him being actively involved. His main objective is to do as much as possible to avoid ever going anywhere near massive volumes of working hours.While he’s not sure exactly where he’s headed with email marketing, for Aidan it’s definitely about building systems and being able to rely on the automated element to take care of what’s most time-consuming.Want to join The League?If you want to know more about the campaign Aidan used to make £9,000 (over $10,000) in a few days, check out The League. We have more than 30 email sequences that are psychologically stacked to move people to understand, want, and buy your products and services.Subject line of the weekThis week’s subject line is “What was she TALKING about?” followed by the mind-blown emoji. The email was telling an interesting story about Kennedy, who got into a conversation with a waitress on his way to London, and she was convinced something had happened, but it hadn't.This subject line worked because it triggers lots of curiosity. People want to know who the person is and what she was talking about. So there are lots of questions being asked. Try it out!Useful Episode ResourcesRelated episodesHow Sheila Went from the Starting Blocks to Total Clarity – an Email Marketing Case Study.How Cody Burch Increased Sales by Exactly 1,000% in 1 Month with Just 10 Emails.And How Dan Greef Made £9k in just 1 Day, Sending Simple 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 our member Aidan made over $10,000 by using our price increase email template) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

How do you run a business with profit? Because let's face it - a business is there to make you money. And yet, there's so much 'advice' out there that we think is probably holding you back from making a profit. Basically, you've been lied to. And we're here to expose these lies and tell you exactly what's stopping you from making money in your business. Ready to have your mind blown? SOME EPISODE HIGHLIGHTS: (0:14) Check out our Black Friday sale here (offer valid between Black Friday and Cyber Monday 2022).(3:53) Lie 1: The job of your business is to make SALES.(7:21) Lie 2: You need to stop being salesy.(11:36) Why you should sell hard.(14:25) Lie 3: Bro marketing is the way forward.(16:47) Why deadlines, bonuses, and novelty work.(18:33) Lie 4: It's too salesy!(20:50) Measure your EPSPM.(22:50) Lie 5: People leaving your list is a bad, bad thing!(25:51) Subject line of the week.Check out our Black Friday deal!If you're reading this between Black Friday and Cyber Monday 2022, go and check out our amazing Black Friday deal! Lie 1: The job of your business is to make SALESWe know a lot of people who start their online businesses based on a hobby or passion they have. The intention is maybe to be able to work less and spend more time with family or retire early. But what a lot of people don't anticipate is that once you start the business, you actually have to run it. That means ensuring your business makes a profit, which is the one and only job your business has. And the only way you can make a profit is by offering products or services to your marketplace of higher value than what they’ll pay. In other words, you have to offer something really valuable.Because your business needs to make a profit sustainably. And to do that, you need customers who love buying from you. They know that every time they spend money with you, they’re going to feel good and have a great outcome. And if at any point that stops happening, they’ll stop buying. So your job is to treat your customers well and give them value.But the key thing to remember here is that the job of a business is not to make sales – it’s to make a profit, which means you have to sell things for more than they cost.Lie 2: You need to stop being salesyWe see this piece of advice all the time – stop being salesy! But if you’re not selling, what are you doing? Because everything you share (your content, your emails, etc.) needs to always be moving people towards buying.Of course, you don't want to send the same emails over and over asking people to buy your stuff. But what you do say in your emails needs to move your audience towards the product you're selling. Otherwise, it means your emails are just a distraction - a shiny object that’s distracting people from buying from you. And if you’re a business (and not a hobby) you need to sell.Take us, for example. We truly believe that what we offer inside our membership The League works. If you stopped doing anything else and only used what we teach you, we're confident you’d make more sales more predictably and generate more income. That’s the reason we sell – because we believe that our product makes a difference.And this is important. Because you definitely shouldn’t do any selling or marketing until you’re confident that what you’re selling is good. But once you know that your product or service solves a problem and is more valuable than the price you're asking people to pay, then sell and market as aggressively as possible. If you believe you have the answer to someone’s problem, then sell!We know that people who buy from us value our products more than those who download our free lead magnets, for example. Because when people pay for a product, they hold it in higher regard and think it’s going to be better and of higher quality.Why you should sell hardWe believe that often the unwillingness to sell comes from the fear that your product isn’t that good - it's a lack of confidence in what you’re doing. If implementing our campaigns can earn you as much as $50,000 in sales in three months (this happened to real people inside our membership!), and you only spend a few hundred dollars to have access to our resources, then it's a no-brainer. We know that you’re better off being a League member than not, and that’s why we sell as hard as we do. Because if didn’t, people wouldn’t take a chance on us.And it's the same for you. If you put your heart and soul into something and know it's the best it can possibly be (that it'll help people in their journey) then you have to show up and use every ounce of enthusiasm to passionately tell people about it. Because if anyone's telling you to stop being salesy, they're stopping you from growing your business. Selling is the thing your audience is trusting you to do because a business without a profit won't be around to help people for long.Lie 3: Bro marketing is the way forwardHave you ever seen business owners sharing photos of themselves in front of their Lamborghini or private jet? That's known as 'bro marketing', and you'll never see us do any of that.But we do use screenshots of our students making thousands of dollars from implementing our campaigns. And we do that because we don’t think it’s grubby, filthy, or weird, but because it works! We use the genuine psychology of what excites people and causes them to make decisions. And as long as your product does what it says on the tin, and you’re selling to the right people, then you’re good.We don’t want to use this hype marketing to sell to the wrong people - people who, for whatever reason, shouldn't buy from us. That would be a waste of their time and money, and wouldn't work in our favour. We just want to sell the right products to the right people. So instead of using these bro marketing tactics, you want to tap into the psychology of what genuinely helps people make decisions. Because if people don't buy, you end up with no business. Why deadlines, bonuses, and novelty workWe know that telling people there’s a deadline on an offer (just like our Black Friday offer) works because it means you have to buy before that day. Adding bonuses also works because psychologically speaking, we all want to get a bit more for the same amount of money. Plus, different people respond to different hooks - some more direct and others more subtle. What grabs people's attention and imagination can vary. So we always test different hooks to see what makes our prospective customers pay attention. People also respond well to novelty, so always think about unique angles and different strategies (such as bonuses, deadlines, or different hooks) to share your offers. Because these are the strategies that get people to your side, especially with email. We use subject lines that some people might be uncomfortable with, for example, but they do get attention and amuse the right people – they reel the right people in. And anyone who doesn’t like those subject lines is wrong for us.Lie 4: It's too salesy! We’ve had examples of people joining our membership and trying to run a particular campaign but telling us it feels too salesy for them. And yet, when we look at what made those people buy from us in the first place, it tends to be either that exact campaign or something very similar to it!This is to say that we use the same campaign we teach our clients. And sometimes when our members look at them in the context of their own business, they can feel a bit uncomfortable implementing them at first. But they work! Also, people love our products. We very quickly turn subscribers into not just customers but fans – people who love the way we do email marketing and want to learn it from us. And the reason for that is that if you do all of this in the way we teach, you'll soon realise that none of it is hyping, pushy, or over the top. There's no need for bro marketing here!Yes, some people will always be offended by what you do, but that's going to happen regardless. So make the offer you’re going to make. If you run a discount that ends on a specific date, for example, people will buy because they’re excited about your product. And they will want to buy it right now before it disappears. So if you’re not embarrassed by what you sell and the price you sell it at, just sell it!  Measure your EPSPMLet's say as an example that it costs you $10 to get someone on your list, but they don’t spend $10 in the first 30 days of being in your world. That means you're down $10. Multiply that by the number of subscribers that join your list every day or every week, and you’re not going to be around for long unless you sell! In order for your business to make a profit, you need to get your money back quickly by providing something of high value so you can continue serving more people. You can tell we’re proud and passionate about showing up every day and telling everyone about The League and encouraging people to join because we know the types of results our members get when they use our teachings. That’s why we can proudly say this and know it’s true.We also measure our business, our success, and our growth based on something we call Earning Per Subscriber Per Month (or EPSPM), which is a metric that measures how much money you make for every subscriber on your list.And when we use marketing strategies such as countdown timers, discounts, and bonuses (stuff that others might consider to be pushy or too salesy), we make more money per subscriber per month! That translates into more profit for us and means we can help more of our subscribers. Lie 5: People leaving your email list is a bad, bad thing!If what we sell isn’t right for your subscribers, they shouldn’t be buying from you in the first place. In fact, we don't want to be selling to people who aren't right for us. If people are offended by what you do, that's fine - they can leave. That works for you because it cleans up your list, and the people who stay are the ones who are right for you. If they stay and don't buy, you're still losing! Of course, you want to have a good relationship with your subscribers and do the best job you can. But let's remember you're sending emails at scale. You can’t be emailing your subscribers one by one, and when you send emails to everyone, the system is always going to be slightly imperfect. It might not be right for every single person, and some might leave. But the money you make from those who stay and become customers and fans should outweigh the problem of those leaving.In other words, remember to measure your business by the metrics of a business. This isn't your friends and family! If you're enjoying the work you're doing and making a profit, don't listen to the advice that might be holding you back. Subject line of the weekThis week’s subject line is “CRUSHED”. You will have probably heard people say that if you send a subject line all in upper case, the email will go directly to spam. And yet, this subject line got us an enormous spike in click-through rates. This goes to show that, as we always say, if you do everything else right, you can break some of the so-called ‘rules’ that are meant to wake up the spam triggers. And you won't have any problems! This email had to do with crushed ice by the way, but the word itself is quite emotive, and we think that's why it worked. So try it out!Useful Episode ResourcesRelated episodesThe Little-Known Right Order to Make Your Offers (For Maximum Sales)How to Do Deadlines Well and EthicallyWhy You Shouldn’t Worry About Your Unsubscribe RateFREE 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 lies that stop you from running a business with profit) 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! 

Can small business owners become awesome Pinterest marketers? Can you use Pinterest to bring more people into your world to increase the efficacy of your email marketing? And can you grow your email list through Pinterest? Meagan Williamson spills the beans about how to leverage Pinterest as a marketing platform and shares some super simple and quick tricks on how to grow your email list through Pinterest.Spoiler alert: Pinterest is probably not what you think and YOU can use it too! Check this out! SOME EPISODE HIGHLIGHTS: (0:14) Join our FREE Facebook group.(4:10) Is it Meagan Williamson or Megan Williams?(6:58) What is Pinterest and what do people use it for?(10:58) Growing an audience throught Pinterest.(14:35) Understanding the different media types on Pinterest.(18:05) How much content should you share on Pinterest?(20:46) Providing value on Pinterest.(24:48) Building your email list with Pinterest.(28:49) Finding the right balance between different pieces of content.(33:39) Subject line of the week with Meagan Williamson.What is Pinterest and what do people use it for?As Meagan explained, Pinterest is a visual search engine. It's a place for people to curate inspiration, and education, and store their ideas virtually. You can curate videos, images, links to projects, and even plan your next business move – anything you’re researching has a place on Pinterest. Business owners often struggle to figure this platform out because they’re not sure how to use it. If you want to leverage it as a marketing platform, think of it as a search engine. Just like when using other search engines, some people head to Pinterest with the intention to plan a purchase. They're not there to catch up with friends and see what they’re up to - they're looking for visual inspiration or to find How To tutorials. So it's perfect for any business - both B2B and B2C. Growing an audience through PinterestWhile it's true that people head to Pinterest to buy, Pinterest is not a conversion tool. It's a platform that can help you grow an audience. And you can leverage the platform in many different ways - not just through your blog (in fact, it's perfectly okay if you don't have a blog!)Meagan tells us that the secret is to layer Pinterest into the marketing you are already doing and to repurpose your existing content with Pinterest in mind. So if you're already podcasting or using Instagram for your marketing, for example, you can take any juicy bits and create something for your Pinterest audience to engage them and bring brand awareness to your business. In other words, it's about repurposing with purpose and specifically for the platform. That means taking the extra time to tweak existing content so it works for Pinterest. This will play to your advantage because Pinterest has seen exponential growth over the last few years. It's different from the other social media platforms – it’s not as noisy, and it’s a much more inclusive and diverse place. They're intentional about growth, which is why so many creators and small business owners who feel frustrated with their growth on other platforms are heading to Pinterest. Understanding the different media types on Pinterest People tend to view Pinterest as their planner. This means they might be browsing and saving content for months before they're ready to make a decision and buy. For you as a business owner and content creator, it means you have to remain mindful of that customer journey and take it into account when uploading your content assets to Pinterest. Just like other social platforms, Pinterest has different content formats. The most common is the standard pin, which is an image you can add a destination link to, such as a landing page, your website, or a third-party link. A pin can also link to products or product collections.Right now, you can also add links to video pins, even though this format will eventually be removed from Pinterest in favour of something called idea pins. Idea pins are a type of multi-page format content aimed at educating. They're Pinterest’s answer to the move towards engaging video. To create an idea pin, you can use a mixture of images, videos, or short clips to teach somebody something or give them high value.The great difference between Pinterest and other platforms is that it encourages you to include destination links. Because it works more like a search engine. And those links will bring you traffic and help you grow your audience for months and years in the future, unlike an Instagram Story, for example, which is here today and gone tomorrow.How much content should you share on Pinterest?There's no perfect or magic number of pins you have to create on a daily basis. What pays off, Meagan shared, is consistency. The Pinterest algorithm figures out what’s consistent for you and your unique account over time. Pinterest grows exponentially when you show up consistently and add high-value content.So however much you decide to post, aim to be consistent and optimise content for the platform. In order to do that, Meagan suggests you do some research about the sizing of pins (it’s a little different from other platforms) and figure out what you can realistically and consistently put into your ecosystem.In other words, look at the content assets you already have (video, podcast, blog, email marketing, etc) and work out whether you have any pieces of content that you can repurpose into a pin for Pinterest. The more you show up and add existing content you've repurposed (as well as brand new content), the more interest you’re going to get.Providing value on PinterestThe way Pinterest measures whether your content is of high value is through saves or re-pins. This metric shows that your content is resonating with your audience and is valuable enough for them to save to their own account. Impressions, reactions, and comments aren’t as valuable on Pinterest – what matters the most is that people are saving your content.So when you’re creating content, think about something that would be highly save-worthy – things that people might want to refer to later. Think of the kind of content (like infographics, for example) that you tend to save because you want to take action on it at a later point and when you're ready. Aim to create and post content that will be referred to again and again. The action of saving a pin to your own account, Meagan explained, also sends a signal to understand the quality of your website and to what you're sending traffic to. The technology visually scans your image to understand to who Pinterest should show your content. It also looks at the copy associated with that pin. So don't miss out on optimising your pin title and description.Meagan also advises having boards on your Pinterest account. If you pin content to a board called “How to start email marketing”, for example, Pinterest will know to show that pin to people who are interested in email marketing or email newsletters.Building your email list with PinterestPinterest is ideal for moving people onto your email list. Meagan suggests you do this in a way that doesn’t annoy the user. So always aim to adjust your content in order for it to make sense for the platform you're posting on.The first thing you want to do is to give enough information so you’re closing the loop on Pinterest. That means that if you create a pin that tells people you're teaching them 3 ways to do something, for example, you're giving them what you promised. Don't say you're going to teach 100 ways and then only teach 3!What you can do after you share your 3 ways, for example, is to let your audience know they can get more information by accessing your blog, your podcast, or downloading your lead magnet. But always close the loop – give people enough information to stop them in their tracks.If you want your Pinterest audience to join your email list by downloading your lead magnet, give them something of high value and explain why they should go and get it. Use strong calls to action and tell them that in order to get more value they need to take the next step. Make it a no-brainer – give people value and a clear reason as to why they want to download your lead magnet. Also, let's remember that Pinterest is a visual platform, so give people a taste of what they’re going to get, like a mock-up of what you're offering.The landing page for your lead magnet When it comes to the landing page for your lead magnet, other platforms (such as Facebook or Instagram) have conditioned us into thinking that email opt-in pages need to be short and sweet. And that's true if your audience comes from a platform where they already know who you are. There's authority and familiarity there, so people are more willing to give you their email addresses.But Pinterest is different. Chances are that users have never heard of you before, so you have to create a landing page that will convert your audience. Tell people what they’re going to learn from your lead magnet, who you are, and why you are the person to teach them what you teach.Give them multiple opportunities (above the fold, middle, and below - on the page) to sign up. In other words, Meagan shared, you want to create a landing page that has some meat on it. Give people more information before they make the decision to give you their email address - this helps them overcome objections and reassures them. Finding the right balance between different pieces of contentDepending on how many vehicles for content marketing you have, you want to share a balance of content on Pinterest that helps you create visibility and grow your audience (i.e. offer free value) and mix it up with requests to download your lead magnet, for example.Your first priority should be to repurpose existing content (such as Instagram reels or TikToks) into high-value content that's optimised for Pinterest. Think about being strategic and sharing content that links out. That way, you can encourage people who want to learn more or take the next step, to sign up for your lead magnet.When creating videos or images that lead to a pre-existing destination URL (like your opt-in page), always focus on what the customer experience looks like. Are you taking an interesting angle with your pins and offering something new? Does your content look varied and different? If you're adding 10 pins a day, and one of them links to your lead magnet, you can easily get away with that. But if you’re posting a lot less, you want to take into account the visual representation from the user's point of view. Because the last thing you want to do is to use the same pin over and over again.Subject line of the week with Meagan WilliamsonMeagan’s subject line is from an email she sent recently, and it’s “My two secrets that I’ve learned working with Pinterest.” This works well because it positions Meagan’s authority – she works as a private contractor with Pinterest, so this subject line lets her list know that she has authority. Because if Pinterest trusts her to teach Pinterest marketing, then you should too!Plus, everyone loves a secret, right? Meagan knows that a lot of people subscribe to her email list because she shares best practices that have been taught by Pinterest directly and have been tested on hundreds of accounts. So this subject line was based on the fact that Meagan can share these 'secrets' because she has a direct line at Pinterest and can ask them questions about any changes, trends, or specific situations. And her audience loves that!Useful Episode ResourcesAbout MeaganYou can connect with Meagan on her website, where you can also find her FREE lead magnet that teaches you how to optimise your images and your videos for Pinterest. You can also find Meagan on Instagram and TikTok.Related episodesViral List Growth Using Giveaways With Derek Videll. How To Grow Your Email List Using Facebook Pages (Without Ads) – Rachel Miller Moolah Style!Examples of Advertorials to Grow your Email List with Rachel Mazza.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 we can all become awesome Pinterest marketers and grow our audience and list in the process) 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! 

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!