The Email Marketing Show

Ever heard the terms cross-selling and upselling and wondered what they have to do with email marketing? Aren't these 'marketing things' that happen at checkout? Can you even do cross-selling and upselling with email marketing?Oh yes, you can.And when you use these strategies in the right way in your business, you'll start making loads more sales.So let's find out how, shall we?SOME EPISODE HIGHLIGHTS: (0:11) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.(4:05) What's the difference between cross-selling and upselling?(7:23) How we do cross-selling and upselling in our business. (12:33) Sell fast - turn subscribers into customers.(18:10) Maximise the value of your customers (quickly).(21:32) The biggest mistakes people make with cross-selling and upselling.(27:44) Putting together your cross-sell and upsell offers.(30:47) Create systems to turn customers into repeat customers.(32:46) Subject line of the week.[podcast_subscribe id="7224"]What's the difference between cross-selling and upselling?When it comes to the difference between cross-selling and upselling, in our business, we use the terms fairly interchangeably. And that probably upsets a lot of people in the marketing world. So here are some definitions for you:Upselling is about selling someone a perceivably larger thing – something more expensive or of higher commitment.Cross-selling means selling people other things that are around the same hierarchy as what they already bought (or maybe even lower value). And this can also mean different offers of the same product. For example, you could sell a full-price membership but also a lower-rung type product for people who don't want to pay the full price. They pay less but also get less content or value. Fair, right?How we do cross-selling and upselling in our businessSo let’s talk about what cross-selling and upselling look like in our business. When people come into our world, we want to sell them our core product, which is our membership The League. We then upsell our members one of two things.The first product is our Accelerator programme, which is a higher-ticket, a cohort-driven programme with limited capacity we run live a few times a year.The second product is our Agency - limited capacity and much higher ticket price. But in all honesty, terminology doesn’t matter that much to us. It’s more about maximising how much someone is able to spend with you. So if people are in a transaction, you want to encourage them to upgrade their order and spend more money with you than they’d originally anticipated (in a totally ethical way, of course). That’s an upsell. But if the transaction is complete, and you’re offering this customer other products over time, that’s cross-selling territory.What we think makes a difference is that we built a business that's sustainably profitable and manageable where we don't have to create new products all the time. We have a good ecosystem whereby people join our email list (either free or paid) and go through a sequence of emails that maximise their ability to buy something. And then we upsell them to increase their customer value. That’s why we haven’t created anything new (other than for the fun of it) for ages – we don’t need to. What we have is sustainable.So if you're going to engage in activities such as teaching or speaking (we do because we love it), make sure you do it in such a way that enables you to sell more of what you already offer. The practicalities of cross-selling and upsellingSell fast - turn subscribers into customersThe first thing we recommend is that you never hold off going live with your product or service because you don’t have an upsell or cross-sell offering just yet. If you don't launch, you won't know if you can convert your front-end offer. It's tempting to wait until you've created a bigger funnel, especially if you're losing money on ads. But you're better off spending time tweaking your core offer until you find one that resonates with your audience. Cross-sell and upsell offers are great for making the economics work, but they’re part of the second phase. The first phase is to ensure you are converting your core offer. Because if you're not, you're wasting your time and money. Even if you're selling your core product at a loss at first, at least you know you can sell it. And then you can add cross-sell and upsell propositions to maximise your return on costs. In other words, sell fast. That's what we do. When subscribers come into our world, for 60 days, they go through an automated system of emails that will turn them into customers. And then in the following 90 days, they get emails that will maximise their value to our business.And it's all automated! We don't have to be in the trenches on a daily basis wondering where the next dollar is coming from. We’re out there preaching to get people in the system at the front end. But once the wheels are turning, our automated system is taking care of the rest.Maximise the value of your customers (quickly) Something that isn't hugely talked about is that a lot of us business owners end up being out of pocket because of ad spend. Acquiring subscribers has a cost, and it can be hard to get to a point where your core offer fully covers your ad spend. But the good news is that once people are in your world, with the right systems, you can make that money back. And you want to do it quickly!That's what we're really good at - getting people to buy from us fast and then maximising the value of that customer really quickly. We don't wait around - we want to get people to buy now. Our automated email engine turns subscribers into customers fast so we get our ROI. That's why we have a series of offers designed to get our customers to spend more money with us - we simply can't afford to be out of pocket!And the good thing is that it happens predictably because our system is automated. We don’t have to remember to run a promotion - our email campaigns go out automatically, even when we’re busy doing something else. We’re confident and happy to go and speak at events to bring people into the front end because we know our back-end system is predictable. Every single person who comes through our front door will go through that same system. There’s no choice - it's a chain of events (we call it a customer engine) that turns your subscribers into customers.The biggest mistakes people make with cross-selling and upsellingA mistake we often see business owners make is to present a customer with a lot of different offers at checkout, one after the other. As a rule of thumb, if someone says no twice, that's enough. Let them buy the product they want without having a never-ending chain of offers. As a customer, you don’t want to say no to something just to be offered something else and then another thing and another thing!Something else we recommend you don't do is to make offers that are not related. We're quite strict with our cross-sell and upsell offers - we want them to be tightly related, congruent, and relevant to the main product. So don't go completely off-piste and end up offering something unrelated. It's really not about shoving stuff into your funnel to make it bigger!Also, make sure you're not one of those people who are so focused on creating new products that you forget to create a system around what you already have. Instead, build an automated email marketing system that you set up once and runs forever (and makes you lots of money).Once you've done that, coming up with new products is great. But only do it when you have the freedom and bandwidth to do so - not when you don't yet have a team or automation in place. Build a system around your existing offers first and then focus on new products. There's nothing wrong with pivoting if and when your business has changed. But don't do that every few months! Because otherwise you'll hit a ceiling and won't be able to scale your business. [thrive_leads id='8822']Putting together your cross-sell and upsell offersWe think it’s important to create some sort of congruence with the offers you put together. So for example, let's say your front-end product is a series of videos for $67. You'll need a lot of positioning, marketing, and copywriting to convince people on their checkout journey to spend, say, $97 for an eBook. It’s not impossible because it always depends on how you frame it. But if your core product has more perceived value, the upsell itself will make your core product appear even more valuable. People often forget that the actual product you sell is part of the marketing - it needs to have perceived value in itself. So when pricing your upsell offers, think about the perceived increased value that it gives to your core product. If your product is $67, your upsell doesn’t have to go incrementally up. We’ve seen successful funnels where the front end might be $300, but the upsell is cheaper at $47. And that converts like crazy because of the price anchoring that’s offered by the front-end product people already bought. The other thing you can do is to go dramatically higher. So your product might be $67, but your upsell is $1,000, for example. That works too.Be careful when offering your time as an upsell! When putting together your upsell offers, we recommend you don't offer your time (such as a coaching call) as an upsell. It’s a really tempting thing to do when creating a funnel if you don't have any other products ready. But offering your time doesn’t always work. In fact, you might find it hurts your conversion because not everyone wants to talk to someone they’ve never met – some people may find that intimidating or like to be left alone!Create systems to turn customers into repeat customersCross-selling and upselling fit in your business in two places. The first place is at checkout, where you want to present your customers with congruent, well-thought-out bump offers. The second place is within your email marketing. That's the place where you use your email engine to turn those customers into repeat customers!Your job as a business owner is to maximise the value of every customer. So always look at how can scale your business and make it more profitable, rather than only focusing on the front end. When people come into your world, try to sell to them immediately. Use ongoing email automation to maximise that person’s value to your business. Because launching something new all the time isn't sustainable!  [thrive_leads id='8854']Subject line of the weekThis week’s subject line is “Ruining your day”. It’s a bit like that subject line you may have seen that says “bad news.” These are similar because they make people want to know what the bad news is. And subject lines like those tend to have a high click-through rate. So check it out!Useful Episode ResourcesRelated episodesHow To Create A Member Onboarding Sequence That Your Members Will Love.Best Email Marketing Campaign To Get Your Customers To Buy Again (And Again)Super Cool Member Growth Strategies To Attract New Customers With Email Marketing.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about cross-selling and upselling and how to do it right) 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 the perfect sales email campaign? Should you try and sell in every email you send? When do you send live, broadcast emails and when do you create automated campaigns?These are only some of the questions we answer for you today.And we're willing to bet you can't wait to get all the awesome sauce on this.So let's just get into this, shall we? Let's go!SOME EPISODE HIGHLIGHTS: (0:09) Join our FREE Facebook group.(3:59) How often should you sell in your emails?(7:40) When should you send out an email sales campaign?(12:54) What kind of emails should you include in your sales campaign?(16:50) What should you talk about in the emails inside your campaigns?(20:51) What if people unsubscribe from your sales emails?(23:31) What results should you expect from your sales emails?(24:33) How to create an 'email engine' of sales campaigns.(28:59) Join us for a FREE web class!(29:41) Subject line of the week.[podcast_subscribe id="7224"]How often should you sell in your emails? We have a controversial answer to this question. Because email marketing has a cost – every time you send an email, some people will unsubscribe. You may not be selling directly in an email, but you always have to direct people to something they can buy. Because if you're not doing that, you might be losing people through unsubscribes and not making sales!But also, if you’re not selling or directing people towards your product, you’re adding more overwhelm and distraction to that person’s world. And no one needs more of that! What you want to do is to stay in your lane. You have a specialism, so take everybody on your list and on your social media through the beliefs and understandings they need to buy from you. Anything you do and say outside of selling is just more shiny object syndrome. The person is going to get distracted from what you’re talking about, which doesn’t serve you or them.Remember that the people on your list have made the decision to share their email addresses based on something they saw from you. They know you have a solution, and they're interested. So make sure that in all your emails, you send them information that moves them towards buying.  Email isn't the same as social media!The big misunderstanding is that every time you send an email you’re bothering someone - they're going to get annoyed. But even if you're selling to people (or moving people towards buying) in every single email you send, you have to remember email isn’t the same as social media. Social media platforms are a great place to teach people, and not traditionally a place where you sell.Email is different. It's designed for short, useful communication that nudges people in the right direction. It's not the place to be putting long articles or to be referring people to free content all the time. Because people are on your list to solve a problem. And the faster you can help them to get to a solution to that problem, the better.When should you send out an email sales campaign? Our daily emailsLet’s talk about the differences between day-to-day email marketing and sales campaigns. Fundamentally, our business is based on the idea that we email our subscribers every day of the year. We send a short email every day with a few hundred words in it. And it’s usually (although not always) some sort of story from day-to-day life with some kind of lesson (like a teaching moment or some inspiration) that segues into an offer. Sometimes we might ask people to go and listen to a podcast episode, for example. But generally speaking, we sell every day.And even when we don't sell, all of our emails have our Super Signature at the bottom, which has a menu of things that you might be interested in. If, on that day and at that exact moment, you’re looking to take the next steps, you have all the links to go and do that. In fact, our Super Signature makes sales every single week for us.Automated sales campaignsBut we also have sales campaigns. These are full sequences of emails where all the emails work together – they’re not standalone bite-sized pieces. If you send an email today, one tomorrow, and one the day after, it’s like throwing snowballs at someone. It’s a bit like going to watch the sequel to a movie where it doesn’t really matter if you’ve seen the first movie or not because the second movie will still make sense on its own. Daily emails work like that. Because they don’t act together.But with a sales campaign (while each email still needs to make sense on its own) they’re all part of a bigger picture. They’re not standalone. There’s an endpoint because the offer you talk about in the campaign is going to end. So all emails in that campaign lead to a specific destination. That means you have to communicate everything about this offer between the start and end date of the campaign. All the emails you send need to help you build the case, the beliefs, the excitement, the desire, and the proof for someone to go and buy from you.Plus, there needs to be a consequence at the end of this campaign. For example, the bonus ends, and the offer is gone. Or you're going to stop talking about this for a while. Let’s say you were selling an affiliate offer - that product might still be available via someone else, but you’re no longer offering it. You created a sales event out of it, and now the offer is over. Just remember that every email in your campaign needs to build up to an endpoint. A sales campaign has a specific structure – we use the acronym SVVC (which stands for Seed, Validate, Verify, and Close) to teach the various jobs that the emails in a sequence have to do. What kinds of emails should you include in your sales campaign?Send emails to sell!Why do you want to follow a specific structure? Because you don't want to show up in someone’s inbox pretending you’re a friend and then suddenly try to sell them something – that’s aggressive. It’s a surprising flip, and people won’t like that. What you want to do from the beginning of your relationship with each subscriber, is to train them to buy. Show them that you're selling to them regularly. Because you can't start doing it all of a sudden. In fact, one of the things we see over and over is email marketers nurturing their subscribers to death and to the point where people no longer read their emails. They get to a point when they’re not even considering buying from you anymore – you’re just a friend who shows up!We don’t believe in the method of giving loads and loads, hoping that people will eventually buy. Most of us don’t have the luxury of financial backing or playing the long game – we don’t have deep enough pockets! What our types of businesses need instead is an ROI – a return on investments. And a quick one at that! Because if we’ve invested money (on ads, for example) to get people on our email list, we need to make that money back.And the only way we can do that is by having sales campaigns early in our subscriber’s journey instead of nurturing people to death. We don’t want people to go and buy the solution from someone else because we haven’t offered them anything, do we? A major part of selling is amplifying and putting a focused spotlight on the pain, and that doesn’t work if we do it to death.Have good reasons for sending emails! You want every email you send to have its own specific reason. In a campaign, you have enough room to go into detail on one specific thing about you, your product, the audience, the beliefs, the social proof, etc.In fact, one of the worst mistakes we see people make is to tell their audience everything they possibly want to say in one email. Doing that is a mistake! Because it means you have no more points to make in your other emails. Also, if you bury all your valuable points (such as overcoming objections or building beliefs) all in one email, people might miss it! You have to address these points in a way that’s noticeable. What should you talk about in the emails inside your sales campaign? Here are things that you can each put in individual emails. And please don't ask the question in the subject line and then answer it in the email. This is important because the underlying hook, strategy, or angle will ultimately make up at least 80% of the success of your email campaign, so you want to get this right.Here are some ideas for topics (each one is one separate email):Explain who your product is for.Explain the specific problem and transformation people are going to get.Go through the success other people have experienced with this product. (You can share more than one case study in different emails).Talk about why your product or solution is unique or better than what people may have already tried.Send an email based on personal urgency – why should someone fix this problem now? Why is this problem personally urgent?Or, instead, give everyone a fixed reason why they need to buy now. For example, that could be because your offer is going away, and after that, the price will be going up.And on that last point, if you have actual urgency because the offer is closing, then send a few emails the day before and on the last day to remind people that they’re going to miss out if they don’t buy right now. Why so many emails? You’re effectively looking for reasons to send more emails. And if you put all the above information in just one email, then you literally have nothing more to say. We even send an email after the cart has closed to let people know that the offer is gone, and they’ve missed out. And we do that because it’s important to prove to people that when you say something, it really does happen. We call it the SIPI method – say it, prove it. You can even ask people to join a waiting list to be notified when that offer may become available again in the future.So why so many emails? Because your sales campaigns help you create the right beliefs. It's not just about selling - it's also about showing people that when you say something, you deliver on that promise. And they’ll know for next time.As long as you have a good reason for sending emails, there’s no such thing as sending too many emails. That only happens when you repeat yourself or send emails for no reason. If you see people unsubscribe because of that, that’s fair enough. But as long as you’re answering questions that people actually have, they’ll be invested. And that means you won’t lose as many subscribers.What if people unsubscribe from your sales emails?  We treat unsubscribes differently depending on what people are unsubscribing from. If you're running a sales email campaign around your core offer (which we call your Rome because all roads lead to Rome), you want everyone to get that product. And if people unsubscribe at the back of the emails that talk about your core product, let them go. If they’re never going to be interested in buying your main product, you probably don’t want them on your list anyway.However, if you’re sending a campaign about something that’s not your Rome offer, you can do something we call granular unsubscribe. For example, we run a campaign a few times a year that only goes out to people who bought from us in the past but aren’t our existing customers. It doesn’t go out to our main list – only to a specific segment. And that’s an invitation to join our Email Engine Accelerator, which isn't our main offer. It’s a phenomenal, limited, small-group programme with a strict ceiling on how many people can get in.So we send out an email campaign to invite people to join this programme and include a manual link at the bottom so people can remove themselves from that segment if they're not interested in that product. We add a specific tag to those people in our system, but we don't remove them from our list entirely. That’s what we call granular unsubscribe, and it allows people to remove themselves from a particular segment that’s not related to our Rome offer.[thrive_leads id='8822']What results should you expect from your sales emails?When you send out sales email campaigns, you can expect two things – sales and unsubscribes. And of course, the sales will help counteract and balance your unsubscribes. This is the reason why you have to make offers in all your emails – because every time you send an email, some people are going to unsubscribe. And to counterbalance that, you need to get sales.This isn’t a game of list building – it’s a game of customer acquisition! How many of the subscribers on your list can you turn into paying customers?How to create an 'email engine' of sales campaignsLet's do a quick overview of how our system works as a whole. First of all, people join our email list, opt in, and get our lead magnet. Then they go through what we call our email engine. That is a sequence of well-thought-through email campaigns.We have:A sales campaign,A content-led sales campaign,An objection-handling sales campaign,And a risk-reversal sales campaign.All our subscribers go through these campaigns after our welcome sequence (the Get To Know You sequence), which is engagement-driven. When people receive these campaigns, the emails look and feel like the daily emails we promised them when they first signed up. They roughly follow a daily cadence, even though sometimes they’re more frequent.About 80% of the people who ever buy from us do so within 60 days of joining our list and while going through the automated campaigns of our email engine. After that, they start receiving our real, live, daily emails, which are being sent to everyone who’s already completed the engine. Those emails are designed to keep people warm, engaged, and clicking and replying to our emails.Running additional sales campaigns Every now and then, we run sporadic sales campaigns. These might be about the same things we offer in our daily emails, but also promote specific bonuses or discounts, for example. Inside our membership The League, we have campaigns specifically designed for this (with a strong risk-reversal element), such as our Bribe campaign or our Golden Cloak campaign.Or, we might pick a big objection as to why people haven’t bought from us yet and run an objection-handling campaign instead. Other times, we might decide to run a campaign because we’ve launched a new product. Or we might offer an affiliate product so we can earn commissions on sales.When those ad-hoc campaigns end, we go back to daily emails for as long as we want to or need to. Of course, for you, if you don’t send daily emails, these are the live, broadcast emails you send regularly to your list at whatever frequency you set.   And then finally, we have silent campaigns that are waiting in the wings to be deployed and specifically target people's levels of engagement. If we see people who are very engaged and looking at a specific product, we send them the Tell Me More campaign to try and sell this thing they’re interested in. On the flip side, if someone’s become super disengaged (i.e. they haven’t clicked on a link in 60 days), we put them through our LOL Revival campaign. We give them a chance to re-engage, and if they don’t, we remove them from our list.Join us for a FREE web class!If you want to understand how this all fits together, we have a brand new free web class where we’re going to show you exactly how we do it, and how it all works together. Simply head over to this link and access our FREE web class.[thrive_leads id='8854']Subject line of the weekThis week’s subject line is just the word “Timewaster.” This is great because, on the surface, this subject line may seem accusatory. You see it in your inbox, and you might think you’ve done something wrong, and you’re going to get in trouble. So you open the email to check, and you find out it’s really nothing, which is a lovely, relaxing feeling of relief. So check it out!Useful Episode ResourcesRelated episodesHow To Run A Smashing Flash Sale With One of The Best Email Marketing Campaigns In The World.Template For Email Marketing Campaigns.How To Create THE Most Successful Re-Engagement Email Campaign (And Smash Your Sales Targets)FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and...

Is it a good idea to launch a holiday email campaign to acknowledge Black Friday, Christmas, New Year's, Easter, Mother's Day, Father's Day, Back to School, and any other holiday or occasion you can think of? It could even be Tacos Tuesday if you want! Yes, indeed it is. So let's talk about holiday email marketing campaigns. Because you want to do these right. Ready to find out how to get your subscribers to buy like crazy when you launch your next holiday offer? SOME EPISODE HIGHLIGHTS: (0:08) Join our FREE Facebook group.(3:32) Why are holidays a good time for email marketing?(6:40) The psychology behind deals and promotions.(9:20) Why holidays are a tricky time for email marketing?(10:55) Create a dedicated offer for that specific holiday.(14:40) Prep people for the offer in advance.(17:13) Launch your holiday offer and surround the market.(20:24) Running a successful holiday email marketing campaign.(21:00) Get people to click on the links in your emails - check out Click Tricks!(22:24) Subject line of the week.[podcast_subscribe id="7224"]Why are holidays a good time for email marketing? Psychologically speaking, when you launch a promotion or a special offer to mark or acknowledge a holiday, you're creating momentum and giving people a reason to buy. A lot of copywriting advice emphasises the importance of using the word “because” in your copy. And we often talk about that too. If you're running a discount or a special offer, give people a reason why you're doing it. It could be anything, but make sure to have a reason. And a holiday is a reason in itself!A great example of this is Prime Day. Amazon went and created their own time of year and reason for having a sale! And it’s no coincidence that they run it in October, which is typically a quieter time for retail. They've effectively manufactured a holiday! Another example is Boxing Day, which is big in the UK but not everywhere in the world. A lot of people will wait until just after Christmas to buy discounted goods in the Boxing Day sale. And why wouldn't they?The psychology behind deals and promotionsSo why are holidays so good? Because people are in proactive, spending mode. It’s the actual opposite of when they’re scrolling on social media, and they suddenly see an ad – this is called interruption marketing. When a holiday is coming up, we're all out there looking for deals. And a holiday promotion (or a sale) is giving your customers an excuse to buy and justify to themselves why they’re buying something.Think about 3 for 2 deals, for example. When we see those types of promotions, we end up buying 3 products instead of the one we originally wanted! So spend more money but still feel like we got a great deal. We got something for free, right? Would we have spent that much money in the first place? Probably not! This shows the promotion worked - we spent more and feel great about it, too. It's because of the self-justification that happens when people grab a deal. And as business owners, we can tap into that. Holidays are the perfect opportunity to get customers to feel good about their purchases. And that’s not in a scammy, unethical, or dodgy way. Because you’re definitely selling them something worthwhile, and they feel happy with that purchase. Why holidays are a tricky time for email marketing? Obviously, holidays are busy times when it comes to people's inboxes. As a consumer, you must have noticed the increase in email volume. Because everyone is doing a promotion! Think of all the emails we get about Black Friday deals in November, for example. There's definitely a lot of noise, and if you're doing your own promotion and sending emails about it, you're competing for people's attention. Your job at this point is to try and stand out. And you want to do that by making sure that in the run-up to your holiday promotion, your deliverability is good.For example, if you only email your list once a year on Black Friday, chances are that a lot of your emails won't be delivered on that day. Email platforms like Gmail, on those days specifically, know that there’s going to be a higher volume of emails. And because of the increased security, a lot of them won't even make it to someone's inbox. So you need to make sure your sender's reputation is great by working on it all year round.Create a dedicated offer for that specific holidaySo how do you stand out with your holiday email marketing campaigns? The first thing you can do is to put together a dedicated offer specifically for that holiday. That means you should avoid rolling the same thing out every year. Don't use every holiday opportunity to sell things from the same angle. If you use the same discount or offer, you're acting like the furniture store where the sale never ends! (You know the one).In this time and age, you definitely want to be more thoughtful about the offers you create. So think about a way to tie your promotion to the specific holiday, rather than offering the same promotion again and again.If you are the type of business that can do that, try and relate your offer to the occasion. A restaurant, for example, could have mums eating for free on Mother’s Day. We understand that’s not always possible or applicable to your business, but definitely keep it different and fresh every time. If you sell courses, for example, you could bundle a couple of them together, and then change that combination up for your next holiday promotion.  Prep people for the offer in advanceAnother tip we can give you is to prime people in advance of your promotion. Don’t just spring the offer on your list at the last minute! Instead, let them know a bit earlier. Tease them and build them up to the offer. You could do that by showcasing what's going on behind the scenes, for example. Build up their excitement so they're queued, primed, and ready for the day.For example, a couple of days before the offer goes live you could run a piece of Facebook ad. Talk about something interesting that has to do with your niche (not your offer, necessarily), and try to build an audience around that. You just want people to get interested in what you do, so you can send them to a waiting list and ask them to opt in to hear more about your sale.When you're ready, you start emailing the people on the waiting list and your usual subscribers, too. You could build excitement by showing the behind-the-scenes of what your offer is. That can be as simple as recording a video showing them what's in the sale but without telling them the price. You share when it’s going live, what they’re going to get, and how much it’s worth. But you don't tell them how much they can get it for.This way, you build up the hype so that people are ready and waiting for you. You effectively give them the heads up. You’re telling them that there is going to be a sale for that particular holiday, and they can soon take advantage of it. [thrive_leads id='8822']Launch your holiday offerThe next step is to launch the offer. To build up the anticipation for it, you send a few emails saying that the sale is coming. You can do a preview or some teasing to add anticipation and curiosity. You could even have people guessing what’s going to be included in your offer and ask them to hit reply to get some engagement out of it.You then send a bunch of emails about it (and probably more than you normally would), and that campaign will culminate with the announcement that the offer is finally here. You might feel uncomfortable with the amount of emails it takes to build anticipation and excitement for this promotion. But we guarantee you won’t be uncomfortable with the amount of sales it generates and how much you put in the bank because of it! That’s a good trade-off, don’t you think?To give you an idea, you might send a couple of emails every day in the lead-up to the launch and then even 3 emails on the day when the promotion closes. The last email on the last day is the final warning to say that the cart is about to close, and you’d hate for people to miss out and have to pay full price. So be comfortable with sending lots of emails to drive people towards your offer!Surround the marketWe use a strategy that we call surrounding the market. All it means is that you want to tell people everywhere about your promotion. So as you’re building your waiting list of people, keep running ads to those who watched your videos and showed interest in your product, for example.You want to create what we call an environment of zero competition through your email list and on your social media. In other words, wherever people look, they'll see your offer because that's all you're talking about at the moment. And the great news is that you don't need a huge budget for that - just a bit of forethought.Running a successful holiday email marketing campaignBy now, we hope we convinced you that you don't want to wake up on the morning of a holiday and decide to run a promotion just because everyone else is. That’s probably not going to be hugely effective for you. You missed the boat! If that's the case, just consider it a lesson learnt and get ready to launch a campaign for the next holiday. Start preparing, planning, and writing the material, and go out all guns blazing on the next campaign.Not sure where to start? Pretty much all of the email marketing campaigns inside our membership The League will work for this. We have a dedicated Black Friday campaign, but this can be applied to any other holiday or period. And once you tie your offer with the work you're doing on other platforms (social media, ads, etc.) you've got the recipe for a successful holiday email campaign. Get people to click on the links in your emails! Obviously, to get people to see your offer, you first need to make sure they open your emails and click on the links inside to go check out the sales page. And in order to do that, you'll want to maximise your chances by training your subscribers to click on the links inside your emails. Because if they don’t, they'll never get to the stage where they can enter their credit card information and buy from you! So don’t let your audience become blind to the links in your emails and scroll past them simply because they always look the same.That’s why we created a FREE resource with 12 different ways of dressing up the links in your emails. It helps you capture people's attention and makes them want to click and go check out your offers. If you want to get your mitts onto this lovely free piece of content, go grab Click Tricks.[thrive_leads id='8854']Subject line of the weekThis week’s subject line is “We’ve kept this secret (from you).” And it’s an interesting idea because it sounds like we’re building up to a surprise. But then because we added the bit “from you” in brackets, it makes the subject line sound almost sinister. It’s like we didn’t tell you, specifically, about this thing. Does it mean everyone else knows? No one wants to be the butt of a joke, right? So people will open the email driven by curiosity to find out what that’s all about. Check it out!Useful Episode ResourcesRelated episodesHow To Run A Smashing Flash Sale With One of The Best Email Marketing Campaigns In The World.How To Get Back On The Email Wagon When You Fall Off (Back To School Edition)The 2 Best Times Of Day To Send Promotional Emails – Making Bank With Paul Counts.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about how to run a super successful holiday email campaign over and over) 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 hear the story of how our client Jeri Anderson from West Texas Weight Loss launched a brand new business and used email marketing to make $27,000 in month ONE while being on vacation for a third of that time? We bet you do. Let's get into it, then. SOME EPISODE HIGHLIGHTS: (0:13) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.(3:46) Who is Jeri Anderson and what does she do?(7:24) When did Jeri start to use email marketing in her business?(12:59) What were some of the barriers Jeri faced when she started email marketing?(19:41) Starting with ZERO contacts on their email list!(20:51) What was the first thing that Jeri did when she started email marketing?(24:16) Driving people to discovery calls. (29:18) How Jeri finds out the level of motivation from their prospective clients.(31:59) Is Jeri running loads of sales campaigns?(35:31) Subject line of the week.[podcast_subscribe id="7224"]Who is Jeri Anderson and what does she do?Jeri is a long-time customer and friend of ours. Based in Texas, together with her business partner Darci, she offers a virtual 4-month weight loss programme that uses nutraceuticals and an eating plan. It's a fantastic product that enables people to lose 10-15% of their body weight in the first 60 days and gives them all the tools to keep the weight off and maintain what they've achieved. Jeri and Darci's clients use an online portal where they receive daily emails. The content is used to educate people and move them through the programme but also teach them about health and nutrition, so they have all the information they need once the programme is over. Jeri and Darci also run one-on-one coaching calls once a week for the first two months of the programme and then every two weeks after that, so it's a fairly high-touch and effective programme. When did Jeri start using email marketing in her business?Jeri had followed us for a number of years before she started using email marketing. Before launching their weight loss business, Jeri and Darci had been running a very successful and established chiropractor clinic where they treated patients for chronic pain. They noticed their clients' pain was often perpetuated by an overloaded frame, so they started looking for ways to help their clients with weight loss too. After offering the service through their clinic for 5 years, they started being approached by more and more people who wanted help with weight loss but didn't need chiropractic services. That's when they made the decision to launch a brand new business and start offering weight loss separately from the chiropractic practice. They dropped their licenses to be able to operate as coaches and made a clean separation between the two businesses. And that's when email marketing came into play. That was also the time when Jeri was diagnosed with cancer, and as a result of her treatment, she decided to step back from client-facing work and focus on the backend, operational tasks within the practice. Introducing email marketing at that point felt like a natural transition, especially as the weight loss business (being virtual and not in person) needed a new method for driving traffic to it. The chiropractor practice had been established for 30 years, so there wasn't a huge need for marketing. But the weight loss business was brand new and started from zero - Jeri and Darci had no contacts on their email list whatsoever.What were some of the barriers Jeri faced when she started email marketing?Jeri admits there were hundreds of barriers initially. The first obstacle was to find a CRM. In their chiropractic practice, Jeri and Darci had been using specialised management software, so Jeri struggled to pick a suitable CRM before she eventually settled on Keap. She then had to learn how to write emails correctly and get different pieces of technology working together, like Keap and ResponseSuite, for example.Jeri also had to learn how to build campaigns and automations, and all this had to happen really quickly. To put things into context, Jeri did all this while going through her cancer treatment, which was intense and challenging. She has to make regular long trips for her treatment, and that means she can't work for a few days a month. She told us she's probably working at about 50% capacity compared to how much she used to be able to do before her diagnosis.And yet, Jeri works around it. In fact, her story is so poignant because it really shows that if she could learn email marketing while launching a brand new business while having cancer treatment, anyone can. While we think it’s a real testament to her character, Jeri shares that all it takes is the ability to look at email marketing methodically. Do one thing at a time and understand you have nothing to lose. Her advice is to set aside most of the things that clog your brain and push on with what you need to do. When you’re feeling overwhelmed with your to-do list, just start with one thing, and that will naturally lead to another. Over time, everything will get done - that's how it happened for Jeri. And eventually, with that approach, she was ready to launch.Starting with ZERO contacts on their email list!It's also worth mentioning that another barrier that Jeri faced is that they started from zero with their email list. Because Jeri and Darci wanted to create a clear delineation between the two businesses to preserve the integrity of the chiropractor practice, they went stone cold with the new business. They started driving traffic to the weight loss business through TV and radio ads and Facebook marketing. But they initially had zero contacts on their email list. What was the first thing that Jeri did when she started email marketing?The first thing Jeri did when she launched her brand new business and started using email marketing was to build campaigns in order to be able to scale their business. After doing some research in the market, Jeri and Darci started running TV ads in their local area. They invested an initial $6,750 in their TV and radio ads campaign. And they did that despite knowing that competitors in their industry were spending in the region of $12-30k per month to drive traffic to their websites!But Jeri had been following us for years. So she launched this business believing both in the quality of their product as well as in the effectiveness of email marketing. She knew this was going to work! And she was right. Because in their first month, Jeri and Darci made $27,000 from their initial spend. And Jeri was on vacation for 10 days out of that month! It definitely worked and paid off, but part of the reason why Jeri didn't want to throw loads more money into ads to start with was that they wanted to make sure that everything worked and was set up correctly.Driving people to discovery callsJeri knew it was simply a matter of nailing the quality of their message and how they were delivering it. So she started bringing brand new contacts into their email engine with the intention of getting more information from them. For example, Jeri and Darci were interested in finding out how old people were, how much weight they wanted to lose, what their activity levels were, etc.To obtain that information, Jeri started directing people to discovery calls. Their show rate for the calls was at a sky-high 93% compared to around 70-75% for their competitors. So this told Jeri that people were resonating with the language and the message within the emails. And as a result, they felt excited to join the programme.[thrive_leads id='8822']How Jeri finds out the level of motivation of their prospective clientsJeri also did something quite interesting with the landing page of their website. People find out about the weight loss programme via TV ads and social media and head over to the website. On the signup page, they find the following three options:“Do you want more information?”“I want to book a discovery call.”“I want to start now.”If someone wants more information, all they have to do is to provide their name and email address. But the other two options are really just the same thing – they both take people through the process of booking a discovery call. The only difference between the two is the person's motivation level.People who just want more information are still wary. Those who want to book a discovery call are interested in taking a look at the programme. But you also have people who are ready to start. And by the time they jump on a discovery call, Jeri and Darci will know how motivated they are.Is Jeri running loads of sales campaigns? Another thing that’s absolutely mind-blowing is that Jeri only has one sales campaign running at the moment. She has two more in the queue that she’s finishing up. But there's no doubt she's been able to build momentum so far. At the time of our chat, Jeri was only 5 days into their second month in business. She told us that the number of discovery calls booked was already double how many they had in the first month.According to Jeri, this is down to the fact that the longer people stay in the engine, the better qualified they are when they jump on the discovery call. A lot of people tend to book the discovery call on the last email of the Overture campaign, which is one of the campaigns we teach inside our membership The League. Jeri feels that the quality of the conversation they have with subscribers on their list is tenfold what they get with prospective clients who come straight from ads. Not bad, right? [thrive_leads id='8854']Subject line of the weekThis week’s subject line is “I’m now allowed to tell you this… ;-)”. The winky face at the end suggests that Rob wasn’t being too serious about the fact he’s not allowed to tell. With this subject line, he created a lot of compound curiosity. What is he not allowed to tell? Why is he not allowed to tell? And why is he being cheeky about it with the winky face at the end? So check it out!Useful Episode ResourcesRelated episodesHow Our Client Hillary-Marie Made $16k With ONE Email Marketing Campaign (And Then Did It Again!)How Brad 10x’d His Ad Spend In One Month – A Case Study.And How Kronda Adair Made $86,500 From A Small Email List.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about how Jeri used email marketing to launch a brand new 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!

The hosts discuss the importance of customer profiling for email marketing and provide creative ways to get more clicks. They talk about the different types of people on a subscriber list and the challenges of keeping in touch with segmented audiences. They emphasize the importance of analyzing customer data to avoid unconscious biases and generate ideas for ads and emails. The hosts also introduce their own survey platform, response suite.com, and invite listeners to try it for free.

Is the latest Gmail update (December 2023) going to kill your email marketing for good? Everyone's reacting to this update like it's the big apocalypse of email marketing. But is that true? Let's talk about whether this update does or doesn't affect you, and how you can go about it. Ready to find out the honest truth about this? Let's go!SOME EPISODE HIGHLIGHTS: (0:15) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.(4:09) The latest Google update - what is it all about?(7:50) Let's talk about your email deliverability.(8:49) Hard bounces and your sender's reputation.(11:01) What can we do about the latest Google update?(12:35) Don't make any decisions based on your open rates.(14:27) Google isn't trying to kill your email marketing!(15:59) It's all about those clicks!(17:53) Subject line of the week.[podcast_subscribe id="7224"]The latest Google update - what is it all about? Gmail is making a technical change, which, on the surface, is going to be the death of email marketing. Again! There’s going to be a lot of email marketing chaos at the back of this Gmail policy that's to be enforced from the 1st of December 2023. Google rolled it out into their new terms in July 2023, when they announced that any Gmail account that hasn’t been logged into for two years will be deleted.So what does this mean? First thing first, the impact of this change might not be as big as you think because “logged in” could also mean that people are using their Google Calendar or Google Drive, for example. And as long as they are, even if they're not accessing their Gmail, their accounts will stay. Only truly dormant accounts will be deleted.And that’s fair enough because these could be email addresses that people created for a particular project or business venture and then either never used them, or they stopped checking them at some point. Why are they being deleted? Because all these accounts take up a lot of space on Google servers, so a clean-up exercise is now in order. You can imagine that renting space out for free to people on the Internet is expensive, so Google is cutting some costs and trying to become more efficient. And that's not a bad thing!Let's talk about your email deliverabilitySo let's talk about why this could be an issue for some people. If you've been in our world for a while, you'll know that one of the things we always talk about is that the technical side of email deliverability is not all that important. It's not weighted that heavily when it comes to most of us day-to-day – not for marketers who have email lists of the size we or our clients have.What truly matters when it comes to email deliverability is engagement management, which has to do with making sure you’re not emailing people who aren’t real accounts or who haven’t opened or engaged with your emails in some time.Hard bounces and your sender's reputationWhen the Google update kicks in in December, if you're still sending emails to accounts that Google has now deleted, your emails will hard bounce. Your email platform is going to send emails out to these deleted addresses, and your emails are going to hit a stone wall and bounce back again. And that's bad for your sender's reputation, yes.But it's only bad if you've been emailing these accounts all along regardless of the fact these people weren't engaging with your emails! If these people were on your list and hadn't used their Gmail in two years, surely they hadn't been clicking on the links in your email for a long time (if ever).So when it comes to your sender's reputation, this was already a bad scenario for you. But from now on, with these addresses completely deleted, you're going to see a much stronger message coming back to your domain reputation. Once the update kicks in in December, if you keep emailing these accounts, you'll hit a brick wall.But the truth is that this isn't affecting the number of people you're actually reaching with your email marketing - your reach is no different! All that’s happening is that you’re going to see the people who don’t exist anymore in a much firmer and more solid way. But even before the Google update, these people weren’t listening. So if you think about the goal of getting your message through to people, you simply weren’t!What can we do about the latest Google update?So how can we all prepare for these changes? If you’ve been in any of our programmes or followed our work, you’ll know about our engagement monitoring method. We talk about it more in the episode called How To Create THE Most Successful Re-Engagement Email Campaign (And Smash Your Sales Targets).If someone’s not clicked on a link in the last 60 days, we’re going to put them through a 14-day re-engagement campaign called the LOL Revival sequence. And if people don't re-engage with our emails during that period by clicking on one of our links, we stop sending them emails altogether. We remove the tag they’re under and take them out of the segment they’re in. We take them out of our list.Before we even do that, we tend to watch new subscribers closely, especially in the first 14 days of joining our list. Because if they don't engage or click any of the links in your emails, we don't even put them into a revival sequence. We don't even give them a second chance! Don't make any decisions based on your open ratesIt's worth pointing out here that the decision to stop emailing someone and remove them from our list entirely is based on clicks - not on open rates. Why? Because as we keep saying, open rate data is incorrect and inconsistent. It's dependent on the device, the browser, the email client and service, what spam protection and firewalls people have on their system, etc. There are many variables that can show that emails are being opened when they're not and vice versa. So we make decisions based on whether people click on the links in our emails. And if someone hasn't clicked on a link for over 60 days, we put them through our LOL Revival re-engagement sequence.This means we’re already taking care of the hygiene of our email list, and when Google deletes accounts that have had no activity for two years, we’ll have already identified them on the basis of 60 days of not clicking on the links in our emails. We’re ahead of the curve because we make sure we have the best engagement and the best deliverability to our audience.This means the latest Google update isn't going to affect us. And it's not going to affect any of our students either - because they're following the same process. We don't need to worry about this at all - we're making zero changes to our business because we already have a strong engagement monitoring protocol in place. And so do the members of The League. [thrive_leads id='8822']Google isn't trying to kill your email marketing! It’s easy to look at the latest Google update out of context and start panicking. On the surface, it may seem like Google is trying to make email marketing difficult for people. But they’re not! They're trying to make it better for the people sending emails and for those receiving them. And so are we! We're all on the same page here.They’re trying to create a better customer experience for their users. Ultimately what they want (and what other email platforms want) is to make sure people continue to use them. So they're not trying to make it hard for marketers to send emails - they just want it done in the right way. They want you to email the right email addresses, and you should want that too! That’s definitely what we want. So we're all going in the same direction here.And the people who are moaning and whining about these updates are those who do email marketing the lazy way. They’re building a list of people and bashing them over the head regardless of who these people are and what they’re doing. They’re using dirty tactics to grow their lists, and that's exactly what we’re trying to eliminate.It's all about those clicks! So the big thing you have to do in light of the latest Gmail update is to monitor the clicks on the links in your emails. Of course, you can only do that if you include enough links in your emails in the first place. If you're not, start now. Because if you don't include enough links, you're not giving people the opportunity to click and engage. So increase the frequency of your emails and make sure there’s something people can click on because that's critical for engagement monitoring.Also, find different ways to dress up the links in your emails. If you always use the traditional “click here”, people will soon develop what we call link blindness. They'll stop seeing and reading certain things in your emails because they always look the same. So always try interesting, quirky, novel, and attention-grabbing ways of dressing up your links and call-to-actions.That’s the exact reason why we put together our resource Click Tricks, which is about interesting ways of dressing up the links in your emails to make sure more people are clicking and engaging. In turn, that will keep your deliverability monitoring really high. So go and grab Click Tricks for free![thrive_leads id='8854']Subject line of the weekThis week’s subject line is “[First Name] and Goliath.” So if your name was Karen, your subject line would be “Karen and Goliath.” We think this is a really interesting subject line. You can take any traditional story, or a film name here (something that’s well-known) and change it over to something that’s relevant to the person you're sending the email to, such as their first name. So check it out!Useful Episode ResourcesRelated episodesHow To Increase Your Open Rates (They’re Wrong But…)Get Your Emails Opened Using NLP – With Jon Benson.Stop Landing In The Spam Folder & Immediately Skyrocket Your Email Deliverability – With Brian Minick.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the latest Gmail update of December 2023) 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!

Wherever we go and whatever we do, we keep being asked about the BEST email marketing campaigns people can run to make tonnes of cash.Well, we have the perfect campaign for you. It's called the Paparazzi Flash Sale campaign, and our clients are seeing some amazing results with it right now. Wanna know more and get your mitts on it? Let's go. SOME EPISODE HIGHLIGHTS: (0:12) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.(2:41) What is the THE best email marketing campaign EVER?(4:08) What is the Paparazzi Flash Sale email campaign?(5:52) What do you need in order to launch your Flash Sale email campaign?(7:55) Add a countdown timer and bonuses!(9:28) How does our Flash Sale email campaign work?(12:15) Always have a strong reason why.(14:14) Why does the Paparazzi Flash Sale campaign work so well?(15:44) Go grab our flash sale campaign - join The League!(16:43) Subject line of the week.[podcast_subscribe id="7224"]What is THE best email marketing campaign EVER? This is a hard question to answer, especially as we have over 40 email marketing campaigns (and counting) inside our membership The League. But ONE campaign definitely that stands out (because our members can’t stop raving about it) is The Paparazzi Flash Sale campaign.We’re consistently seeing our clients use this campaign and getting incredible results. For example, Hillary-Marie ran two versions of this campaign at two separate times and made $16,000 on each one - with a 20-21% conversion rate.Brad joined our membership in February, ran this campaign straight after, and made $3,915 in sales. Plus, he also got a bunch of new sign-ups for his membership, which stacks up additional recurring income too! And then Marc ran the campaign and made over $1,000 selling $10-$30 low-ticket products. This campaign is a BEAST!What is the Paparazzi Flash Sale email campaign?The Paparazzi Flash Sale campaign is our take on the flash sale or fire sale (as it's sometimes referred to). It's a 4-day campaign that helps you sell a boatload of stuff at a discounted price and with an added bonus or two. But let's take a step back to understand how this helps you sell. Sticking a discount on something doesn't necessarily mean you're suddenly going to make lots of sales. That's why you need a well-thought-out email campaign structure behind it. You probably already know this from experience – a discount is no magic spell that makes people buy! Because you're never going to convert 100% of the people who see it. What you need is anticipation and moments in your campaign where you change direction. In other words, a campaign needs to have a flow to it. And the reason why our Paparazzi campaign works and is so successful is that it’s a really simple campaign to deploy. So let's break it down. What do you need in order to launch your flash sale email campaign? The first thing you need to have in place is a sales page that's converting. As you know, we're in the business of email marketing here – not sales pages. So we’re going to assume you’ve created a good sales page that’s already converting well.Once you have that page, you're going to duplicate it. You simply create a copy of it, which will become your flash sale version. Then you're going to make changes to that version only. So don’t go and tweak your actual sales page with the intention of changing it back once the flash sale is over. Instead, create a separate page for your flash sale. Once you've done that, you need to change the price of your product to the discounted price. But don't just delete the old price and replace it with the one one. Because if you do that, psychologically, people won’t know you’ve applied a discount! What you want to do instead is to cross out the full price and put the new price next to it. That shows people that, without a doubt, this is a sale. And you’re proving this. We like to say that a lot – if you’re going to say something, prove it.With the price sorted, make sure that all the buttons on your flash sale page point to a place where people can buy your offer at the discounted price. Add a countdown timer and bonuses!And finally, another thing you can do is to add a countdown timer to the page. This is animated and ticking down and shows how long people have left to take advantage of the discounted price before the flash sale ends. A countdown timer is important because it helps you add some urgency to your sale. It’s no longer just about the discount (and people love a discount!) – it’s also about making it high on people's priority list to go and grab that discount right now. If you want to make your discount even more effective, you can also add bonuses. And the reason this works is that you’re hitting a whole bunch of psychological triggers. Most importantly, all these factors combined have a compound effect - and that's what makes this campaign so powerful.How does our Flash Sale email campaign work?We run the Paparazzi campaign by sending 6 emails over 4 days - it's a very short, fast-paced campaign. We send an email a day for the first few days, and then on the last day, we send 3 emails to let people know that the flash sale is closing tonight. On that last day, we're really driving home the urgency of the fact that the sale is closing.As with all our campaigns, the key to being able to send emails over a period of 4 days is to find lots of different reasons to email. If you only send out one email at the start of your campaign and say everything you have to say (such as talk about all the features of the product, talk about the flash sale, share testimonials, etc.) you'll soon run out of things to email about. In other words, you peak too soon. And that means all you can do is to keep repeating the same things day after day, which is not very effective for anyone. That's why with all our email marketing campaigns, we follow a specific format called SVVC, which stands for Seed, Validate, Verify, and Close. If you’re a member of The League, you'll find full in-depth training about this format inside our membership, so go check it out.Our Paparazzi campaign is no different - it follows the same structure. So here it goes: The first email plans the seed and announces that something's happening. The second one talks about the discount - it validates the interest that the original announcement piqued. In the third email, you use social proof and share testimonials and case studies. In other words, you go and verify that everything you said is true. And then on the last day, with the fourth email, you send an email to say that the sale is closing tonight. That's the close of the SVVC acronym. On the last day, keep things simple!A key principle for us is that on the last day, we don't get clever with any of our emails. This isn’t the right time for people to be distracted by stories or lessons. This campaign is very direct – there’s no fluff, no stories, and nothing that distracts people from the main focus, which is to buy. And that’s especially important on the last day.[thrive_leads id='8822']Always have a strong reason whyOne of the things we recommend you do is to have a strong reason why. Why are you giving a discount? Why is there a flash sale? This could be any kind of why. Robert Cialdini in his book The Psychology of Persuasion talks about this technique and how powerful it is. You can pretty much say anything as long as you explain it by giving a reason. And that's because people will believe you more, or they're more likely to comply with what you say - simply because you've given them a reason for what you're doing.And the reason can be as bland or as honest as you want. It can be that you have a massive tax bill to pay, so you’re running a flash sale and discounting your course. It could be an offer you make to your new subscribers. Or it could be because it’s Email Marketing Wednesday! Or your birthday. You don’t have to wait for Black Friday or Christmas. Your reason can be anything, as long as you have one.Why does the Paparazzi Flash Sale campaign work so well? First of all, it works because of the structure of the campaign. It’s a 4-day campaign, but you’re sending more than 4 emails. And you have a very specific reason for sending each and every one of them. Your emails all drive people towards the call to action, which is to go and take advantage of the discount you've applied and the bonuses you've added to your product. And that’s what helps grease the wheels and get people buying.Plus, you can run this email live but also automate it, which is what we do. We have it running for all our new subscribers. The flash sale runs automatically within a certain amount of time of someone joining our email list. We use a countdown timer called Countdown Hero (available for free to members of The League), and that allows us to set a unique deadline for each subscriber. The Paparazzi Flash Sale campaign is definitely a powerful one to automate and run in this way. Why? Because it encourages your subscribers to buy from you as soon as they enter your world. And once they've bought something, they're more likely to buy more. We’ve seen this statistically proven again and again with our business and also with our clients.So the combination of all these factors – the fact you can automate the campaign, that you have a clear structure, that you’re offering a really good discount or some sort of bonus (or both) can result in creating a big surge of sales. Buying is urgent, so your audience needs to move this to the top of their priority list right now. It's what pushes people to get over the hill and buy.Go grab our Paparazzi Flash Sale campaign!If you want to try this for yourself, just head over to The League, and you’ll find everything you need in there. The Paparazzi Flash Sale campaign is one of the 40+ campaigns we have inside our membership, and you’ll be able to get full access and also get an overview of everything we’ve just described.Plus, you get full campaign workshop training, where we walk you through every single email - why we use the words we use and how you can put your own spin on the campaign to make it apply to your product, your business, your audience, and your personality. All you have to do is to grab the template and make some tweaks. You'll see - this is probably the one campaign out of all the ones we have that requires the least amount of changes. It's super easy to apply to your business! And once you’ve run this campaign successfully, you can move on and start working through all the others.If you're having FOMO right now, what are you waiting for? Join The League NOW and grab this campaign for yourself![thrive_leads id='8854']Subject line of the weekThis week’s subject line is the words “car thieves.” Rob wrote this in lowercase and with a full stop at the end. The story was about the fact there are two different types of people in the world – people like Rob’s girlfriend Rachel, who will leave her debit card on the dashboard of her car and other valuable stuff on show, and people like Rob’s dad, who’s one of the most security conscious people you’ll ever meet.The email was about two different attitudes to security, but the subject line wasn’t factual, obvious, or boring – it was interesting and generated curiosity.Useful Episode ResourcesRelated episodesHow Our Client Hillary-Marie Made $16k With ONE Email Marketing Campaign (And Then Did It Again!)How Brad 10x’d His Ad Spend In One Month – A Case Study.And How Brad Brown Made $90k By Automating Webinars.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about what we think is one of the best email marketing campaigns ever) 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!

Discover the power of storytelling in email marketing, including its ability to connect with subscribers, convey important lessons, and evoke emotions. Learn how to find inspiration in everyday life and avoid common mistakes when storytelling through email. Also, get tips on starting with action, keeping things simple, and using stories selectively.

Did you just launch a new membership, course, or programme? Was it a successful launch? Or did you not hit your targets? You're probably looking at the sales and revenue you made, but what about all the other metrics? You could have a traffic problem, an issue with your offer, or perhaps with your conversion. But how do you find out?Our guest Melissa Litchfield tells us exactly what metrics we need to look at and what they all mean.Ready to find out?Let's go!SOME EPISODE HIGHLIGHTS: (0:13) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.(3:20) Did Melissa really cry for one hour when one of her favourite Nemo slippers got covered in vomit?(5:39) How can you tell if your launch was successful?(8:08) What's hiding behind your numbers?(9:41) What metrics help you decide whether your webinar was successful?(14:39) What about your email metrics?(17:33) Remove friction and make buying from you easy!(20:44) Ask for one action at the time.(22:00) Should you focus on your email list growth?(28:10) Subject line of the week with Melissa Litchfield.[podcast_subscribe id="7224"]How can you tell if your launch was successful? Our friend Melissa helps people with launches, and more often than not, her clients will tell her they had a 'failed launch' because they only made a certain amount of sales. They’re looking at the end result, i.e. the revenue or how many students or members they brought into their program. But that's not all there is to it!And that's why Melissa asks a lot of questions about what went on during the launch. For example, how many people showed up live at your webinar? How many dropped off within the first 5 minutes? If a lot of people do, then you might have a 'hook' issue. How many people stayed until the end of the webinar, and how many spots of your program did you sell live?When you're making sales on a live webinar, it means you're hitting your audience's pain points and helping them see that you've got the perfect solution for them. But if you find you didn't sell a lot of spots, then maybe you need to re-work your pitch.And if your webinar was absolutely perfect, great! But what about your email metrics? What are your open rates and click-through rates like? Did enough people open your emails? And did at least 2% of them click through to the offer page? It's only when you're able to look at several steps within your funnel and your email sequence that you can fully nail down what you need to tweak or fix to have a more successful launch next time.What's hiding behind your numbers?If you feel you didn't make enough sales because you didn't have enough people on your webinar, how many people had registered? If that number's less than 100, maybe you have a traffic issue. And that means you need a bigger pool of people signing up for your free event.Often, Melissa finds, you'll have multiple things happening within your sales funnel, so it's important you don't just look at the end result and the money that was generated. You've probably spent a lot of time preparing for a launch, and if it doesn't go the way you'd hoped, it doesn't mean you've wasted your efforts. You might have a messaging problem on your sales page, for example. You just need to know what needs tweaking so you can improve your funnel and make more sales in your next launch.What metrics help you decide whether your webinar was successful?One of the first things Melissa asks her clients when checking whether they had a successful launch is how many people were registered for the webinar or other 'hype event', such as a masterclass or a challenge. Once you know that, you can start diving into the metrics of the live event. For example:What was the engagement rate?How many people showed up for the event?How much did you make per person? I.e. what were your 'earnings per registrant'? You can work this out by dividing how much you made in your launch by the number of people who registered for your webinar. And how many people dropped off within the first 5 minutes?One thing worth pointing out, Melissa says, is that metrics do change when her clients automate their webinars and make them evergreen after having a couple of successful launches. In Melissa's experience, running traffic to a recorded webinar can create different results. What about your email metrics?When it comes to evaluating email metrics, open rates and click-through rates are important. For a live successful launch, the typical click-through rate on a sale email is between 2-6%. But you may need to lower your expectations for automated webinars, where the excitement and engagement aren't as high because there's no active set time after which the cart is closing.Your click-through rate gives you an indication of how strong your offer is, but there are other things to look at. For example, what's your call to action? Are you giving people something for free to download? Or is it a paid offer? And if so, is it clear that they have to pay? If you don't make that clear, you might have a high click-through rate but also a high abandonment rate because people decide not to go through and buy.Often, increasing your click-through rate can be as easy as sending super engaging storytelling-type emails that speak to your audience. Make sure people resonate with your message and show them not only that you have the perfect solution for them, but also that you've helped others in the same situation (social proof). Remove friction and make buying from you easy! Webinars or challenges typically have multiple steps that we push people through. And the truth is that there is potential for people to drop off at every step of the process. But this also means you also have an opportunity to optimise your funnel.A few years ago, for example, we hosted a 5-day challenge in a Facebook group. Without thinking too much about it, we introduced a small step between people registering for the challenge and them getting into the Facebook group. And while that didn't seem like a big deal, it crippled the number of people who actually got into the challenge!So don't do what we did. Instead, make it super simple for people to register and implement a one-click registration process, especially if you’re driving existing subscribers to a new challenge or webinar. And for your new subscribers, think of creating some sort of video on a Thank You page where people can just click on a button and join your Facebook group. Let them know that the content they’re looking for is to be hosted in a separate group, and all they have to do is click and join.A piece of software that Melissa recommends using for this is called URLgenius. Instead of sending people to a separate browser where they'd be asked to sign into their Facebook account (which could be a barrier), you can create a link that opens their Facebook app. So think of anything you can do to remove barriers, reduce friction, and make it as easy as possible for someone to go from registrant to challenger. Because every time you add a step, you're potentially creating friction and causing people to leave the process. [thrive_leads id='8822']Ask for one action at a timeWe always ask our subscribers to take a lot of action, don't we? We might want them to join a Facebook group, take a survey to find out what they’re currently struggling with, whitelist our email address so our emails don’t go into spam, etc. So do these things one by one to avoid putting people off. When you're giving people something for free, for example (such as a download that people can consume whenever it's convenient to them) it's a less 'taxing' demand on their time than asking them to register for a 60-minute live webinar that they need to attend at a specific date and time. And while there’s an intent to consume the content and eventually buy, there are only so many things that people can process at any one time.So when you're asking your subscribers to do something, remember that everyone else is also doing email marketing. People are being asked to do things from all over the place! Your job is to reduce friction so people take the action you want. So if you need someone to register for a webinar but also want them to fill in a survey because that’s part of your process, make sure that one thing leads to the next, rather than them all being asked at once.  Should you focus on your email list growth?So when you're evaluating whether you had a successful launch, take a step back. Don't just focus on the end number - look at where the bottleneck is. Are there any issues or steps you can optimise?Melissa finds that often her clients don't have a big enough pool of people in their audience – there simply aren’t enough registrants to make the sales that you want to make. And that means you have a traffic problem, rather than a conversion rate problem. Plus, in order to fully evaluate a situation, you need data. Sometimes it comes down to the numbers at the top of the funnel. And it's only when you get to the bottom of the funnel that the percentages and the data come in.In simplistic terms, if you want 100 people watching your webinar or joining your challenge, and you have a 10% conversion rate, you'll need at least 1k people to see your sales page. And in order to get 1k impressions on your page, you may want 10k people to see your ad. So reverse engineer the process based on the targets you want to hit.And often, in order to hit your sales targets, you'll have to first grow your list. If your audience stays the same with every launch, then you're missing an opportunity. So focus on that during the nurture phase, while you prepare for your launch. [thrive_leads id='8854']Subject line of the weekA subject line that has worked well for Melissa is “Why I’m not joining another mastermind this year.” Why did people open her email? Because we all like gossip or intel! Melissa didn’t actually give the answer in the email, so she received some responses from people who wanted to know. Plus, the subject line is around a controversial topic because everyone seems to be joining masterminds, so why wouldn't she? Check it out!Useful Episode ResourcesAbout MelissaMelissa and her agency specialise in helping course creators launch and skyrocket their course revenue with paid traffic and sales funnels. If you want to get in touch with Melissa and find out more about her digital advertising agency, head over to her website or check out her Instagram or TikTok for some great tips. Related episodesSmall List Big Launch – With Gemma Bonham-Carter.How to Create 3 Big Sales Spikes During Your Launch with Mara Glazer.The Most Perfect Way To Launch & Promote Your Business Book With Email Marketing.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about how to achieve your most successful launch EVER so you can hit your sales targets) 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!

Are you a membership site owner who worries about how to keep your members interested and engaged so they never leave? Then you're about to find out exactly what membership retention strategies you can use to retain your members month after month.We know you've worked really hard to get those people in, and we all feel sad when our members decide to cancel. So let's find out what you can do to stop people from ever wanting to leave and how your email marketing can help with that.Let's go!SOME EPISODE HIGHLIGHTS: (0:21) Join our FREE Facebook Group.(4:05) Why retaining members can feel like an uphill battle.(8:00) Create an awesome onboarding sequence.(10:51) Set the right expectations with your marketing.(13:11) Create a level of community within your membership.(15:18) How does email marketing help with retention in your membership?(16:38) Don't stop with the marketing and offer an upgrade.(22:20) How often should you email your members?(25:02) Should you send your members a round-up newsletter?(29:24) Subject line of the week.[podcast_subscribe id="7224"]Why retaining members can feel like an uphill battleIf you have a membership, you’ll see the number of active subscribers go up and down all the time, and that's normal. But when you see people starting to leave, naturally, you want to stop that from happening. So you start looking for strategies for retention. When we started our membership, The League, we definitely made the mistake of focusing on retention too soon and too quickly.Why? Because retention strategies (if employed too soon and before you have a good number of members) are small needle movers. Sure, you can always think of things to do to help your members stay, but the maximum amount of money you'll ever be able to make if you only focus on retention is whatever those existing members are worth to you every month.But if you focus on gaining more members instead, then there’s no ceiling to how much you can make. There's certainly one on retaining members, but there's no ceiling on growth. And that’s why you have a membership in the first place, right? Because it’s scalable. You'll have more gains by focusing on growth, so you need to work on acquisition first, and then you start looking at membership retention strategies. Remember - selling is the bigger lever you have to grow your business. But also, the more data you have (and you’ll have more data when you acquire more members), the more you’ll know what’s working and what you need to tweak as a result.What are some best practices for retaining members? 1. Create an awesome onboarding sequenceIf you find that people are joining your membership and immediately asking for a refund or cancelling after seeing the content, then you need to address that first. This isn't a retention problem - it's an onboarding problem. Because as soon as people join, you want them to enjoy themselves and find what they’re supposed to find.So the first thing we recommend you do is to create the best onboarding sequence you can. You want people to have a good experience and not feel overwhelmed by all the content you have. What's the first thing you want them to do? Let them know by creating an email sequence that orientates them, welcomes them, and resells your membership. If you want to find out more, head over to the episode, How To Create A Member Onboarding Sequence That Your Members Will Love. And, as we said before, remember that when people first join your membership, they’re not members yet. They might still leave within the first month or so - by cancelling and asking for a refund. So you still have to get them over the psychological hurdle of going from being a new customer to being a member. And a great onboarding sequence will help with that. 2. Set the right expectations with your marketingThe next thing you need to do is to ensure that you set the right expectations with your marketing. For example, we could sell our membership by promising people they would turn into billionaires by tomorrow. And that might drive up our front-end conversions, but it would really damage our retention because that's not how email marketing works! So that's not what we should promise (and we don't) because if people joined based on that promise, they would cancel and ask for refunds very quickly. So we do the opposite. We tell people the truth - email marketing isn’t a quick fix! But we are also clear on what can happen 3, 6, or 12 months down the line if people join and choose to do the work. So before someone's even made the decision to join (pre-sale) we're using our emails and our sales pages to set the right expectations. We tell them they're going to want to do email marketing for a long time and ask them to hang around.3. Create a level of community within your membershipWe'll caveat this one by saying that creating a community might help with your retention, but if it's not your style, it's not the be-all-end-all. We've all heard the saying that people join your membership for the outcome and then 'stay for the community'. But that’s a very broad and sweeping statement. Maybe community isn't your strongest point or what your membership is all about! Maybe you run a results-driven membership instead, and that's okay.So if community is your bag, by all means, create one. But also be mindful of the fact that people want to get results. And if they don’t, they’ll probably leave, despite how good the community is. Let's also remember that the world is changing – human beings have changed. We are more impatient and have lower attention spans than ever. We want to get results right now.People won't keep paying you without getting any results just because they don’t want to lose their friends! With social media, everyone’s connected in multiple platforms and ways, so no one really loses a community when they leave a membership. So if you want, create one. But it’s not all going to hang on that.How does email marketing help retention in your membership? One of the things we love about email is that it gives you a consistent way to show people the value of your membership even if they haven't logged in for a while. Email marketing will help you resell your membership. Because it allows you to keep in touch with your members regularly in a bunch of different ways.It could be to let them know that something new has landed and invite them to go and take a look. Or it could be a weekly roundup (something we do on a Saturday and that we'll dive into a bit more later). With email, you can direct people to specific content and things happening inside the membership so they get engaged with it and think that the membership is and continues to be valuable. It’s a weird trick that the mind does - even if you don't look at the content or use it regularly, you know you have it there for when you need it.Don't stop with the marketing!Also, remember that one of the reasons that got people excited to join your membership in the first place is the marketing you did – the promise of what’s inside. So don’t turn it off. Even if some people aren't consuming the content and doing the work, don’t stop with the marketing.And one of the ways we do that is by talking about member wins. We share our members’ stories to keep our existing members motivated if they haven’t got quite as far as others yet. And if some people haven’t logged in or haven't had the chance to do the work yet, it shows them what’s possible. It might even get them excited and motivated to get back on the wagon.So keep reminding people that your membership works. And even if someone decides to leave because they’re not making the time to take action, at least you know they’re not leaving because your solution doesn’t work. That way you won’t create any bad press for yourself. Show your members' wins and remind others that when they take action, your solution works. In turn, that motivates them to go and get results, which is what you (and they) want.Offer an upgradeAnother thing we like to do is to offer some kind of upgrade from the membership. When people buy from you again (because they've just upgraded to something else or have bought an additional thing), they feel renewed excitement and passion. For example, can you offer an annual plan to your pay-monthly members? Or can you invite people to upgrade to a different level of membership, or to join a mastermind or some sort of accelerator level?These are good membership retention strategies because they allow you to recharge and reinvigorate your members’ passion for what you teach. And that’s important because people don't necessarily choose to keep paying you every month – it’s more that you take the money from them. And that's different because it's something passive - something that happens because they didn't make the active decision to cancel.But when they’re actively buying from you again, they feel excitement. Think about it – you don’t feel excited when you see your monthly bill and all the subscriptions that come out of your account! But if you get an opportunity to buy something new or upgrade to something better, then you’ll feel good about it again.And this also helps people further cement their identity as members because they’re investing more in order to be in your upgraded offer. They're taking your membership to the next level, and they know it.[thrive_leads id='8822']How often should you email your members?We see both ends of the spectrum here – people who email all the time and people who never email because they’re too worried about their members leaving. When it comes to our business, we’ve definitely done too much emailing but never too little. And now we’ve settled on two emails a week once people have gone through our onboarding sequence.Our members get an email on the day of a live session most Wednesdays and then our round-up email every Saturday. That’s where we tell everyone what’s new and what’s coming up in a very strict, newsletter-type format. Both those emails are very formulaic and based on a template that gets sent out automatically every week. We do that to invite people to pay attention.And if there’s anything else going on (like a quarterly members award event, for example), we’ll email them separately and send that email in addition to our regular ones.Should you send your members a round-up newsletter? The roundup email is one of the membership retention strategies we use, and we suggest that, if you send one out, you think of it that way. We review the format of ours every 6-8 weeks to try and understand how we can use it more strategically. Because the newsletter has to serve you as a business – not just serve the members.So what can you include in your round-up email?Your latest piece of content or training. Give people a reason to log in and go and see what's new. Celebrate wins and talk about what people achieve by being members. Show growth because people like to be part of something that's growing (who wants to be in something that's dwindling away?) When people are committed, they feel good and enthusiastic.Let your members know that they can refer your membership to others by thanking those who have done so already.Obviously, always give people the option to opt out (and only from this email, rather than all your communication) because not everyone wants to receive the round-up email every week.Check out our email marketing retention strategies inside The LeagueSo there are two different ways you can use email marketing to increase retention in your membership:Pre-sales, with the marketing you do to get the right people in. Remember that it's often better to have a slightly lower conversion rate upfront than to have lots of people joining and then leaving really quickly.And on the flip side of that, once people are members, use email to make them stick around. How do you make them identify as members to the point that it'd feel like their lives would be a bit empty if they were to leave your membership?If you want to find out more about this, have a look at the campaigns inside our membership The League. You can check out our onboarding automation, look at the membership retention strategies we have in there, and grab the campaigns for them. It's as easy as that![thrive_leads id='8854']Subject line of the weekThis week’s subject line is something we’ve mentioned before because it’s a classic, and it’s “Kennedy’s vacuum cleaner is a dick”.Continuing our trend of having subject lines that break the mold, the story was that Kennedy got himself a new cleaning robot. But it looks like the thing has a bit of a personality of its own (or a personality disorder, if you ask Kennedy). So that was the unusual story that prompted the subject line. Check it out!Useful Episode ResourcesRelated episodesEverything You Need To Know About Our Membership The League (THE Behind The Scenes!)Why Retention is Important for your Membership, with Liz Beadon.What Emails Should You Send Your Paying Members? with Mike and Callie from Membership Geeks.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about membership retention strategies with email) 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!