The Email Marketing Show

How many email marketing sequences do we need for our business? What are the critical email campaign examples you should have in place?We're Kennedy and Carrie, and here are the 7 email campaigns we think every business should have.Ready to take notes? (And, most importantly, take action?)SOME EPISODE HIGHLIGHTS: (0:38) Want to carry on with the conversation? Join our FREE Facebook group. (3:04) Take action - build one campaign at a time. (5:07) Why are campaigns with multiple emails more effective? (12:40) 1. A delivery sequence. (15:40) 2. A welcome sequence. (19:23) 3. A direct sales sequence. (22:37) 4. A content-led sequence. (27:57) 5. An objection handling sequence. (33:19) 6. A risk reversal sequence. (34:20) 7. A subscriber engagement sequence. (39:01) Subject lines of the week.Useful Episode ResourcesRelated episodesTemplate For Email Marketing Campaigns.How To Run A Smashing Flash Sale With One of The Best Email Marketing Campaigns In The World.Perfect Timing? What’s The BEST Time To Send An Email For Maximum Impact?FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.Join the FREE Facebook groupDo you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The Email Hero Blueprint Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.Want to connect with Carrie? You can find Carrie on her website!Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the 7 email campaign examples you must have in your business) and love the show, we'd appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast.And please do tell us! What do you really fill your working days with if you don't spend time on email marketing? We'd love to know!

What are the best ways to build an email list in 2024? What strategies are still relevant? Want to know what's working and what isn't?We're Kennedy and Carrie, and you're about to get a truckload of value from this episode.Guaranteed.Ready to take action and get some awesome results?Let's do this!SOME EPISODE HIGHLIGHTS: (0:33) Want to carry on with the conversation? Join our FREE Facebook group. (1:38) Be a guest expert on other people's podcasts. (16:00) Speak in other people's memberships and paid groups. (21:17) Speak at live events. (29:23) Leverage your social media channels. (31:03) Ask people to click on the link in your bio. (36:18) Leverage a free Facebook group. (42:03) Leverage 'swaps' and affiliates. (51:49) Join The Email Hero Blueprint. (53:36) Subject lines of the week.Useful Episode ResourcesRelated episodesLanding Pages For Lead Generation – How To Create The Most AMAZING Landing Pages To Attract More Subscribers To Your Email List.How to Grow your Email List When You Have Less Than 10k Instagram Followers, Helen Perry spills all.How To Grow Your Email List Using Facebook Pages (Without Ads) – Rachel Miller Moolah Style!FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.Join the FREE Facebook groupDo you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The Email Hero Blueprint Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.Want to connect with Carrie? You can find Carrie on her website!Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the best ways to build your email list in 2024) and love the show, we'd appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast.And please do tell us! What do you really fill your working days with if you don't spend time on email marketing? We'd love to know!

What's the best time to send an email? It's the multimillion-dollar question we always get asked. But is there a specific time? Does when you send an email matter?We're Kennedy and Carrie, and you're about to find out the truth about this...Ready?SOME EPISODE HIGHLIGHTS: (0:33) Want to carry on with the conversation? Join our FREE Facebook group. (2:17) Is there a universal 'best time' to send an email? (6:03) The best time to send an email depends on your email list. (7:40) Why you shouldn't rely on open rates. (11:35) The best time to send an email is when you'll send that email. (16:14) Know your audience. (17:52) Create email automations. (21:05) So when's the best time to send an email? (23:23) Join The Email Hero Blueprint. (23:51) Subject line of the week.Useful Episode ResourcesRelated episodesHow To Increase Your Open Rates (They’re Wrong But…)Practical Ways To Increase The Average Click-Through Rate In Your Email Marketing.Master Your Metrics – Unleashing The Power Of Email Marketing Analytics.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and get your readers to click and buy, here's how. This is a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab it for FREE here.Join the FREE Facebook groupDo you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The Email Hero Blueprint Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your subscribers into customers (within 60 days). If that's you, then grab The Email Hero Blueprint.This is (hands down) the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.Want to connect with Carrie? You can find Carrie on her website!Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the best time to send an email) and love the show, we'd appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast.And please do tell us! What do you fill your working days with if you don't spend time on email marketing? We'd love to know!

Can you use an email marketing waitlist for your next big launch? Maybe you have a membership or a course and want to generate excitement, curiosity, and demand. Can a waitlist help you do that? Also, how do you keep people on your waitlist warm? How long should you run a waitlist for, and how often should you contact people on it? We answer all these questions and much more...Are you ready to get all the good stuff?Let's go!SOME EPISODE HIGHLIGHTS: (0:08) Grab our amazing resource Click Tricks totally for FREE!(4:18) Should you have a waitlist for your membership or course?(11:17) When should you use a waitlist?(14:08) How do you get people on your waitlist?(15:22) Where possible, reward people instantly! (17:50) How we use waitlists in our business?(21:18) Give people a genuine reason to join your waitlist.(22:52) How do you keep people on your waitlist warm?(30:07) What's the dual reality principle?(32:47) Subject lines of the week.[podcast_subscribe id="7224"]Should you have a waitlist for your membership or course? Between the two of us, we’ve had experience selling courses and memberships for years, both with our current and previous businesses. And one of the strategies that go with opening the doors to your new product is having a waitlist. Do you absolutely need to have one? Unless your membership or course is capped in terms of the number of people who can join, we don’t think a waitlist is strictly necessary.A waitlist helps you create demand in advance, which is why we use this strategy as a key component of a couple of the email marketing campaigns we teach. It can be a useful tool to gauge an interest. Is your audience interested in your upcoming product? By joining a waitlist, people make a micro commitment – they're deciding they want to find out more about something you're about to offer.Plus, if you’re new to the world of online memberships and courses and aren’t sure whether something will sell, a waitlist is a low-barrier entryway to help you figure that out. Once you develop more experience, you’ll develop a level of confidence and awareness of what’s likely to work. But if you’re just starting, you can build this awareness with a waitlist.Where will you talk about your waitlist?Should you talk about your launch only to the people on your waitlist? Absolutely not! If you're only marketing to your waitlist and not the rest of your audience, you’re leaving money on the table. Because there will be people on your email list who would never sign up for a waitlist. And yet, they might be interested when they see your sales page. You also need to think about what advantage you'll give to the people on your waitlist. Why are they on the waitlist in the first place? Will you give them early access? Does the waitlist serve a real purpose or are you just “dressing something up in marketing”?A great place to promote your waitlist (and your upcoming launch) is on your social media. If you have a podcast or an active social channel, you can start talking about your membership or course a couple of weeks before you open the doors. Start inviting people to jump on your waitlist - it's a great call to action and a good way of attracting those with a level of intent into your world.When should you use a waitlist?We have a waitlist for our Email Engine Accelerator, which is a capped programme. We can only take a small number of people each time we run it (three times a year), and demand is high because people get results. So when we talk about it, our customers want to know when the next intake is. We have a good reason to ask people externally (on our podcast, for example) to join our waitlist to be informed about the next opening.Before you decide to start a waitlist though, you should think about what you'll do after the launch. Because you can't suddenly take people from your waitlist and start sending them daily emails as part of your email marketing. If you want to do that, you have to frame that transition first. You can even sell them something else if the product they joined the waitlist for isn't available anymore or they didn't buy. But you have to tell them that's what you're going to do - you have to salvage that relationship first. A way to do that is via a welcome sequence. Ours is called the Get to Know You sequence, and it's a 4-part campaign that can act as a bridge for people who transition from a waitlist we created onto our daily emails. What is a waitlist good for?A waitlist can give you an idea of demand and a sense of confidence. When you ask people to join a waitlist to be informed about a product you're about to launch (and they do), it tells you they're interested and that you have a viable product.Plus, a waitlist gives something importance - it elevates it. It tells others that what you have is important and exclusive. It means you have a bunch of people who've raised their hands and expressed an interest. And the next time you launch something, you can also go back to those same people again.  How do you get people on your waitlist?Give people a good reason to join your waitlistIf you want people to join your waitlist, you have to give them a good reason to do so, such as an emotional reason (or a bunch of them). For example, in our Anticipation Action sequence or our Book Launch campaign, we ask people to join a waitlist. If it's a book you're launching, you can offer people some chapters of the book ahead of publication, for example.If you’re selling a membership, you may offer little samples of the programme or ask people to express their preferences and get involved in specific parts of the creation process, which generates buy-in. Or you could offer a free gift to the first few people who join your waitlist. It could even be a video tour of your membership!Where possible, reward people instantly!Although it’s not always possible, try to give people something as soon as they join your waitlist. If you’re launching something live (and your product isn’t going to be available for a while), you could, for example, run a group call for the people on your waitlist and give them a preview or an outline of what’s to come. We do this in the shape of a webinar with an informal ‘behind the scenes’. Or you can give them instant access to the list of live calls.Whatever you give them doesn’t have to be ‘big’ – it’s just something in return for joining your waitlist so they don’t feel they got nothing for that effort. It provides people with certainty, and it doesn't leave them feeling like they’ve been left alone after they gave you their email address. When you give people something in return, you trigger a sense of satisfaction.For example, if you’re starting a live programme in a month, but you're giving people on the waitlist the calendar of calls now, they can start figuring out how your membership or course fits into their lives. They sell themselves in advance. Plus, if you’re giving them the information now, you’re answering questions they might have down the line, so you save yourself some time, too. How we use waitlists in our businessThere are two different ways we use to get people on waiting lists. In a couple of cases, the waitlist is already baked into our email campaigns.Otherwise, on a subtle level, every once in a while, we’ll send out a pre-framing email that goes out before a sales campaign or just casually. This could be, for example, before our Black Friday campaign. We might send an email ahead of time and ask people to let us know if they want to be told about our Black Friday offer one hour before everyone else, for example. We don’t call it a waitlist, but the application is similar. So we have two different circumstances – in one case, we’re asking people to click a link and send them to a dedicated page where they have to enter their name and email address to join a waitlist. Generally speaking, that’s not a great idea because people sometimes click on links by accident or may be using a piece of technology that clicks on links for them.What you want instead is the extra commitment that someone needs to take with you when they type their name and email address and actively decide to join your waitlist. You could even add a PS at the end of one of your emails and ask people to click on a link so you can let them know an hour before your offer opens. It adds a bit of spice to the campaign. Another thing you can do is to give people a bonus (something valuable to them) for joining your waitlist. This way, you build a waitlist full of people who already appreciate the value of your product. You’re pushing the psychology of someone’s commitment a little further because they're joining your list to get a bonus.Give people a genuine reason to join your waitlist!When creating a waitlist, one of the most important things to do is to wrap it around a genuine reason. Why do you have a waitlist in the first place? Sure, it can create desire and anticipation. But ultimately, you’ll probably tell your whole email list about your product anyway. So it’s important to have a specific reason for the waitlist. An example could be that it's a limited-time offer or that you'll be capping the number of people who can join your programme.If you don’t have a real reason (perhaps because your programme is evergreen), you can still do an open-and-close launch where you only let a handful of people in. That would give you a legitimate reason for a waitlist because you have limited spaces available.[thrive_leads id='8822']How do you keep people on your waitlist warm?How often should you get in touch with people on your waitlist? The more time passes between someone joining your waitlist and the moment you open the cart, the colder people will be. Over time, they lose the excitement and drive that prompted them to sign up for the waitlist in the first place. Their desire for your product has waned and petered out.That’s why, when we promote a sales webinar, we only do it 3-4 days in advance. So keep the time on the waitlist as short as you possibly can. Also, rather than spending time telling people that a waitlist is coming, let them know it's available now and build some anticipation.A great way to do this is to promote your waitlist on your socials closer to the time of the launch by using dynamic content. This is something we do with our sponsorship segments for our podcast. The sponsorship piece of content is dynamically added through our podcast hosting platform, so anyone listening to any episode during the days leading up to a particular offer going live will hear it.Don't try to keep people's interest - raise it! What's also important is how you communicate with your waitlist. You can't keep telling people that your product is coming soon. Instead of focusing on keeping people's interest, try to raise it! You want people to get engaged and involved.You can do that by asking them to vote on something, for example. That increases their emotional buy-in into what you're doing, so by the time you open the cart, they're interested and involved. Don't just simmer people - raise the heat! Does a waitlist work with a cold audience? We (Rob in particular) don't particularly believe you can launch your product by simply building a waitlist of cold leads. If you have a small audience or following, and you plan to spend money on ads to create a waitlist and then smash your launch, you might not get the amazing results you're expecting. Over time, we sold a lot of products online in different businesses and niches, and the waitlist strategy can work, but only if you do it by keeping the above principles in mind.  Of course, if you're an influencer in your niche and have a huge audience with thousands of followers who are ready and waiting to be told when your next product launches, then it's great. But a tiny social following or a completely cold ads-driven audience aren’t going to respond as well.If this is you, consider selling organically to your audience and creating an evergreen offer instead of following the 'big launch' model. You can switch to that when you get to the point where you have a critical mass of people that you can move at speed (i.e. you drop an email in the morning, and you have lots of takers by the afternoon).Otherwise, using a big launch + waitlist strategy with a cold audience is expensive, slow, and potentially risky. You may burn through a big budget before you can see results. Because it'll take much longer to get the number of people you need on your waiting list to make your launch work. If you go down this route, you’ll need to have the waitlist open for longer and put a lot of effort in to keep people warm and raise their interest.What's the dual reality principle? When we are in the situation of having a waitlist open and sending emails out to raise people's interest, we use what we call our dual reality principle. This is where we send the same emails to our waitlist and our generic email list but with a different call to action. We do that to build hype, excitement, and anticipation for everyone - not just the people on the waitlist.And to do this, we use conditional content so some people see one paragraph of text in their emails and others see a different one with another call to action. If people aren’t on your waitlist, you can ask them to join it. And if they are on it already, you can give them a different call to action to take.If you're using either our Anticipation Action sequence or our Book Launch campaign, the waitlist is baked into them already. If you have real scarcity (with limited spots available), a waiting list works beautifully. But generally speaking, the success of a waitlist strategy will also depend on how long you have it open, how you’re keeping people engaged, and how you’re transitioning them from your waitlist onto your daily email marketing, especially if they come from social media or ads.If you want immediate access to all the campaigns and strategies we talked about, head over to The Email Hero Blueprint.[thrive_leads id='8854']Subject line of the weekThis week’s subject line is “Very demanding money”. It works because it generates a lot of compound curiosity. Who’s demanding money? What are they demanding money for? Who are they demanding money from? Is it good? Is it bad?The email was about how Netflix is now enforcing its multi-household policy on Rob’s account. But you’d have to open up the email to know that. So check it out!  Useful Episode ResourcesRelated episodesHow To Achieve The Most Successful Launch (Ever) And Hit Your Sales Targets – With Melissa Litchfield.The Most Perfect Way To Launch & Promote Your Business Book With Email Marketing.Small List Big Launch – With Gemma Bonham-Carter.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 Email Hero Blueprint Not sick of us yet? If you're a course creator, membership site owner, coach, author, or expert and want to learn all about our ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days), The Email Hero Blueprint is for you. This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent flow of sales without having to launch another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or 'better' subject lines. And 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 maximise your email marketing waitlist and have a successful launch) 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...

We always say email marketing can help you make more sales, more predictably, and in less time. But you shouldn't just take our word for it - that's why we regularly share email marketing success stories from our amazing students. Our client Lucas Reuterstig is one of them. After joining our programme and implementing just two of our email marketing campaigns, he saved his business, and his calendar got fully booked for 3 weeks!Want to know how he did that?  Let's find out! SOME EPISODE HIGHLIGHTS: (0:15) Join our FREE Facebook group.(3:32) Who is Lucas Reuterstig?(6:02) When did Lucas get started with email marketing?(7:57) What was the first thing Lucas did when he joined our programme?(10:41) How does Lucas feel about his email marketing now?(13:01) What's the plan for Lucas's email marketing going forward?(15:29) What's the one action that made all the difference?(17:13) Would you like to hear more from Lucas? (And get a special offer?)(18:44) Subject lines of the week.[podcast_subscribe id="7224"]Who is Lucas Reuterstig?Lucas runs a programme (and a podcast) called Presenter Mastery, which is a communication training program that delivers:​Confidence, so you know what to say and when, and your message becomes clear and engaging. ​Delivery, i.e. the scientific skills that make your audience listen.​And content, so you can learn to use storytelling in your presentation to increase anticipation, excitement, and buy-in.In their business, Lucas and his team analyse s a person's presentation style and create an individualised plan for development. They also deliver weekly calls, live training, and coaching to their community of students.  When did Lucas get started with email marketing?Lucas has worked with David Phillips (a public speaker for 25 years) since 2020. When they launched their first platform for communication training, they didn’t use email marketing at all. However in 2022, with a better understanding of sales funnels, they discovered another way of selling online. This was when they created the Presenter Mastery Programme, and while they knew email marketing would play a part in their business, they didn't yet know what kind of emails to send out. At first, they'd only use emails as reminders for any events they had coming up. Then in February 2023, they decided to make a change - they wanted their email marketing to have meaning and to be 'spot on'. This is when Lucas found our podcast and then decided to join our programme. What was the first thing Lucas did when he joined our programme?Lucas joined our programme (The Email Marketing Hero Blueprint) for a specific reason - he wanted access to our email marketing templates. So the first thing he did when he came into our world was to implement our Paparazzi campaign, which is our flash sale campaign.Immediately, Lucas found that our campaign was producing results, so in May 2023 he also implemented our webinar sequence to bring people to his live events and then offer coaching calls at the back of those.And do you know what happened? Lucas and his team sold out on all their spots - their coaching calendars were fully booked for 3 weeks! And at that point, Lucas had to do the unthinkable and shut off the rest of the campaign! That's until his team came up with the idea of selling other courses they had. Phew - more sales incoming.  In a nutshell, the combination of the two email campaigns that Lucas tailored to his business and implemented was so successful that he's been using them ever since. How does Lucas feel about his email marketing now?Lucas and his team had the best month in their business in January 2024. And the difference to how he felt before is night and day, he said. He no longer feels like the stressed-out, hustling entrepreneur. Now, Lucas can plan what’s coming ahead because there’s predictability in the business. And that’s thanks to having email marketing in place.Lucas and his team are comfortable knowing that email marketing makes everything work. If you already have performing ads that lead to a great webinar (like Lucas had) but don’t remind anyone about it, no one’s going to show up! Email helps reiterate what’s happening and tells people why they should take action. Without email, nothing happens!Email marketing has become a crucial part of everything Lucas and his team do in the business. And that's no surprise. Because email marketing supports the things you're doing in your business by amplifying what already works and making it more effective.Lucas and his team now have a system that works, and they want to scale it. In fact, because of how successful the company is, Lucas has hired the services of our agency to bring more momentum to everything they do. And the priority is to build their email engine.What’s the plan for Lucas's email marketing going forward?Lucas believes he and his team have been lagging with their daily strategy, as they’ve only been sending emails out once a week. So they plan to ramp regular emails up and be more 'on point'. They also want to align their daily email strategy with their social media effort and overall marketing. Lucas’s business is in a position where they’re driving massive sales through email but also creating higher revenue, which gives them the comfort of a safety net. They don't have to think about where the next conversion is going to come from because their sales are consistent and predictable.  Reflecting on previous Christmas periods, Lucas remembered how stressed he used to feel. But during the Christmas 2023 period, the sales kept rolling in. Coaching calls were booked, and everything was running smoothly without Lucas having to physically do anything. And that's because their email marketing engine is performing.[thrive_leads id='8822']What’s the one action that made all the difference?For Lucas, the ability to focus on email marketing specifically has made all the difference. He zoomed in on email marketing to make it work for their business. That meant setting other things aside and delegating some tasks. But doing this paid off! Because as soon as the campaigns were set up, he could replicate them, and the next part became easier.You need to invest the time upfront to make it all happen. After all, for most people, email marketing is about revenue generation. And if you dedicate time and commitment to figure it out, it'll give results. Would you like to hear more from Lucas? (And get a special offer?)If you want to find out more about Lucas, he has a podcast show called Presenter Mastery where he and David talk about presentation skills every week. You can also find them on their website. Lucas also kindly created a special offer for all our listeners, which you can find here. This resource is something that's normally sold for 37 euros at the end of a webinar, but it’s free for you!Did you enjoy one of the many email marketing success stories we share from students of our programme? If you want to get access to all the resources that Lucas and his team have been using to create amazing success in his business with email marketing, check out our programme – The Email Hero Blueprint – and jump in![thrive_leads id='8854']Subject line of the weekThis week’s subject line is one that Kennedy wrote, and it's "Off the record (THEIR NAME)” (i.e. the subscriber’s name). The email was about the fact we were doing a bonus behind-the-scenes talk with someone, and we invited people to attend. It was a conversation “off the record”.Why did the subject line work? First of all, it doesn’t tell people explicitly to go and listen to us having a conversation with someone off the record. The reader doesn’t know what this is all about, so they want to go and find out. But also, putting someone’s name in brackets makes the whole subject line pop a bit more. And it drives a lot of compound curiosity. So check it out!  Useful Episode ResourcesRelated episodesHow April McMurtrey Increased Her Revenue By 400% In Just One Year – A Case Study.How Cheryl Hatch Increased Her Membership Conversion Rate By 84% With Just Two Email Campaigns – A Case Study.And How Our Client Jeri Anderson Made $27k In Month One Launching A Brand New Business & Starting With Zero Contacts On Her 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 Email Hero Blueprint Not sick of us yet? If you're a course creator, membership site owner, coach, author, or expert and want to learn all about our ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days), The Email Hero Blueprint is for you. This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent flow of sales without having to launch another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or 'better' subject lines. And 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 one of the amazing email marketing success stories of our clients) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.  Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

What's a good click-through rate? How can you drive a click-through rate increase in your email marketing? Is it possible? Why does it even matter? Let's find out the answers to these questions - and more!SOME EPISODE HIGHLIGHTS: (0:11) Grab our amazing resource Click Tricks totally for FREE!(4:29) Why is your click-through rate an important metric in your email marketing?(11:33) What is the average click-through rate in your industry?(14:30) Click-through rate average and daily emails.(20:20) Techniques to improve your click-through rate.(25:06) Segment your audience. (27:50) Create a promotional strategy.(30:14) Aim to trigger different emotions.(31:59) Create calls to action that stand out.(35:23) Keep your list clean.(38:00) Subject lines of the week.[podcast_subscribe id="7224"]Why is your click-through rate an important metric in email marketing? For several reasons, click-through rates are now more important than they’ve ever been. First of all, when someone clicks on the links in your emails, it gives them the ability to get to a page where they can find out more about how to put money in your pocket. Sure - sometimes you'll send them to a page where they can register for something (rather than buying). But these are the exceptions to the rule. The second reason why click-through rates matter is that, as time goes on, engagement shows Gmail and all the other platforms that your emails are important to people. It tells them they're of good quality and relevant. This is why we built a specific re-engagement campaign to keep people engaged - it's called the LOL Revival campaign and is available inside our programme.Engagement is key. You have to determine whether someone is super engaged or has disengaged with your emails. Clicking on the links in our emails is a clear indicator they are, indeed, engaged. Technically, replying and forwarding your emails are better ways of engaging, but it’s hard to get people to do that regularly. So aiming for clicks is what you should do. Click-through rates and segmentationAnother reason why clicks are important is that they allow you to understand what each subscriber is interested in. You'll start to notice that every time you send an email about a certain topic and with a specific angle, some people will click on the links in those emails. But they might never engage with other angles. Why? Because different things work for different people. And monitoring those clicks is great for segmentation.Be careful with segmentation, though. Don’t get too carried away by adding tags that are too specific. Try not to get too tag-happy, and only allocate tags that you’re going to use. Make sure you use clear links so that when people click on them, you know they're interested in a particular topic. So, for example, if you’re including a link that points to a resource about building your email list, make sure the link is something like “check out my list building course”. It shows a clear interest in that topic.A great use of segmentation with link clicking is what we call a link pool. We use this in one of our campaigns, where we ask people to vote on what they're more interested in. This allows you to segment your subscribers efficiently because what they click on shows a higher level of intent. What is the average click-through rate in your industry? Average click-through rates can vary massively. Just like open rates and other kinds of engagement metrics, they are going to change over time and depend on what you're doing. First of all, click-through rates depend on how many opportunities you give someone to click on your links. If you’re only sending one email a week, and you only have one link in there, you're not giving people a lot of chances. But if you email your list 7 days a week, and you have at least one link in your emails (plus a bunch of other ones in your Super Signature), you’re giving someone plenty of opportunities to click on your links.Also, when someone joins your list, you’re at the top of their consciousness. You can take advantage of the recency bias because you’re the most recent thing they’ve engaged with. Right now, they know your name. And for the first 60 days, you’re going to get the best open and click-through rates of your entire relationship with a subscriber. After that, those rates are going to reduce, especially if you’re continually sending people to the same product, which we call a robot offer. That's why for the first 60 days, we send people to different offers using our SCORE email engine. If by the end of that period, they haven’t bought, we know they had the best opportunity to do so. Throughout the various campaigns we send in this time, we talk about the same offer from different perspectives and in different ways. The offer is cloaked behind different bits of content, and our click-through rates are quite high – around 10-15%. They're higher than the industry averages because we present all our links in different ways. We're also continuously refreshing the person’s attention via the different campaigns.Click-through rate average and daily emails After the initial 60 days, our subscribers start receiving our live daily emails, and our click-through rate drops to around 1%, which is completely normal. Why? First of all, in our daily emails, we’re almost always telling people exactly what the links are about. And they're mostly about our programme - The Email Hero Blueprint. By then, people have been around long enough to know what we sell, which is why these emails don't get a huge amount of clicks. But if we run a particular promotion for one week, for example, and change the content of our emails (and therefore our links), the click-through rate shoots up again. Typically, it'll be even higher than what we had in the first 60 days. And then we see it drop again when we go back to the daily live emails that talk about our core product. This is fine with us because the people who do click on the links in those emails, do it with a high level of intent. On average, our click-through rate is less than 5% - at around 2.62% across the board. This data includes the click-through rate we see in the first 60 days and then the long-term nurture sequence in the shape of our daily emails. We understand this data. And we know the reason for this is that we no longer churn out new campaigns for different products every 6-8 weeks like we used to do and recommend our students to do. If we did that, we’d see our average click-through rate increase significantly. We know that because we used to see this, and our members who use the same strategy have higher click-through rates when they sell different products. But we focus on just one thing, which explains our average click-through rate. Click-through rate fluctuations explainedHere are a few more details about what we do in our business. When someone joins our email list, they go through our Welcome sequence - the Getting to Know You sequence. For those 4 days, click-through rates are quite high. In fact, for the first couple of emails, we’re getting 80-90% open rates and high click-through rates. Then people go through our SCORE email engine, which takes up to 60 days for most people, and again, click-through rates are quite high at around 10-15%, depending on which bit of a campaign someone’s in.If we’re gathering interest and showing people a lot of different things, our click-through rate tends to be a bit lower. But when our subscribers move into the conversion part of these campaigns, the click-through rate increases again because people now have real intent.When they come out of the engine and continue to receive our daily emails, which 99% of the time talk about The Email Hero Blueprint, people start to become blind to it. They'll only click on the links if they want to find out more. And that means they have a certain level of intrigue or intent. On the other hand, when we run limited-time promotions, we tend to get a 90% open rate during the 7 days. And the same happens to click-through rates – they spike up![thrive_leads id='8822']Techniques to improve your average click-through rateWe suggest you try some of these techniques and see what works for you. You might even find that some of them don't work because your audience is used to a different style and approach from you. So carry out some split testing first.It's also worth pointing out that if you find something that works for you, it might not work forever. For example, if your click-through rate improves because you used an emoji in your subject line, this might be a good technique for now but not forever. Because people might get tired of something or trends could change.Also, sometimes higher click-through rates could be coincidental if you don’t have huge numbers of data. When we run tests, we will do it by sending something to 30% of our email list. 15% will get one version and the other 15% will get a different one. Once we've identified which one performed better, we then send it out to the remaining 70% of our list. That way, the majority of your list is going to see a slightly higher-performing version of an email. And if anything, it'll be the best one out of the two you put together.Having said that, we don't think there is one thing that will always increase your click-through rate. Of course, having a link in your emails is always going to improve your click-through rate! But out of other minor strategies, because you can’t remove all bias, coincidence, and circumstances to get definitive data, we recommend you aim to find out what works today, rather than what will always work. 1. Segment your audienceSegmenting your audience allows you to identify people with a higher level of intent in your products. For example, inside our programme, we have a bunch of different kinds of campaigns (like the Golden Cloak or the Daisy Chain) where we show people lots of different pieces of content. We pre-frame the content so that when someone clicks to watch it, we’re not only giving them value, but we're also measuring their intent around that topic.So a great way to increase your click-through rate is to find the people who are interested in the angle you’re selling something from. In our world, if we’re using the angle that our SCORE email engine saves you time, we'll send all our conversion emails about the topic of time-saving. And that’s going to drive a much higher click-through rate because we know it’s the angle a certain person resonates with.Segmentation is only true for now though. Because someone might be interested in saving time but also in simplifyinig things in their email marketing. And that angle may end up generating a higher conversion. So, when you segment your audience, make sure you've identified what they're interested in and don't send them content that's irrelevant to them. Because you won't get any clicks if you do!2. Create a promotional strategy Don't just send emails out for the sake of keeping in touch with people. You want to have a strategy that allows you to sell. If you’re not showing up with something to sell (which means there’s going to be a call to action and a link to click on) then you’re not going to improve your click-through rate! Have a reason to email that has a promotional angle – you need to have a hook. In other words, give people reasons to buy. That’s why you need at least one clickable link in every single email you send.There are probably only two or three times a year when we don’t send an email with a link. And even then, we still have our Super Signature at the bottom with a bunch of links in there. These emails without a direct link (which are few and far between) are often designed to increase the click-through rate. We use them to tell people that something’s coming the next day, for example. This gets them primed, ready, excited, and ready to click on what’s coming. We do that because we know that will increase our click-through rate. And you can probably see why we don’t do it all the time – because if you do anything too much, it stops working.3. Aim to trigger different emotionsNot only do you want to include a call to action in every email, but you also want to make sure they’re clear and bold. You need to tap into different emotional motivating factors. Sometimes people will click because they buy into the benefit of what’s on the other side of a link. Other times, a link works because it generates blind curiosity.We often refer to the first email in our campaigns as the one that plants the seed. If you’re inside our programme, you’ll have seen our SVVC campaign training – that’s what the S stands for (seed). You’re driving curiosity. These emails have the highest click-through rate and lowest intent, but they’re still high converting because these are hyperresponsive action-takers who click and bite faster – they don’t need a lot of seducing or FOMO, which will peak towards the end of a campaign. That’s when you ramp up the urgency and scarcity.So make sure your calls to action trigger different emotions in your subscribers because not everyone is driven and motivated by the same things. Use a combination of factors – benefits, curiosity, FOMO, urgency, scarcity, etc. And remember that overusing anything is always going to reduce its effectiveness.4. Create calls to action that stand outAlways make sure your links aren’t invisible! Instead, they need to be dazzling – use a blue old-fashioned underlined bit of text with a call to action that stands out in terms of how it looks and the words you choose.Put the call to action on a separate line if you have to, or highlight it in a different colour. There are a bunch of ways you can dress up your links, and that’s what we give you in our resource called Click Tricks, which you can have for free. In terms of having more than one call to action, we’ll only add more if the email is quite long. And when we do, we'll try and do our links in different ways. 5. Keep your list cleanLast but not least, a great way of increasing your open rates and click-through rates is to keep your list clean. Inside our programme, we give you the full approach and system to do this so you can clean up your list and get rid of the dud subscribers who have fallen asleep on the job and no longer read your emails. They damage your sender's reputation and stop you from getting your emails delivered to those who want to receive them.One of the first things we encourage our students to do, especially if they have a low click-through rate as a percentage of their entire list, is to clean up their list so they can send their emails only to the people who are alive and kicking – i.e. those who still engage and are eager to learn from you.To keep an eye on people who are disengaging, you need the right campaigns and strategies. If you want to use our engagement campaign to clean up your list and get access the exact emails we use to achieve a click-through rate increase, head over to The Email Hero Blueprint and check it out if you’re not already enrolled. It's everything you need to convert more of your subscribers into customers.[thrive_leads id='8854']Subject line of the weekThis week’s subject line is “Your unsubscribe rate.” It's quite cool because it sounds like you might be talking about the specific unsubscribe rates of the people on your list. And if they’ve been thinking about that topic themselves, this will feel quite timely.So, whatever industry you’re in, pick something you know your audience is worried about and put ‘your’ in front of it. People will open the email because they want to know what it's all about. It grabs their attention, especially if it’s a topic they’ve been thinking about. And if they haven’t, now they’re aware of it. That means that as soon as they get into the email, they’ll want to read it. So check it out!Useful Episode ResourcesRelated episodesHow To Create THE Most Successful Re-Engagement Email Campaign (And Smash Your Sales Targets).

What is familiarity exposure? Also referred to as mere exposure, there's a whole stack of theories around how the psychology of familiarity in marketing works and can help you make more sales. That's right. Become a 'household brand', and more people will buy from you.Want to know how it all works?Let's find out.SOME EPISODE HIGHLIGHTS: (0:19) Grab our amazing resource Click Tricks totally for FREE!(3:18) What is familiarity exposure?(10:45) Refer to things that your audience is familiar with.(14:45) Always build familiarity with you, your brand, and what you do.(21:19) How can you apply familiarity in your marketing?(23:10) Email marketing campaigns that use familiarity.(24:45) Don't make the mistake of offering discounts upfront!(27:08) How to start using familiarity in your email marketing right now.(29:11) Join The Email Hero Blueprint.(29:45) Subject line of the week.[podcast_subscribe id="7224"]What is familiarity exposure?The idea is quite simple - we all understand it and have experience with it. Psychologically, you can increase the likelihood of people buying from you when something feels familiar to them. So if you feel like you've heard of something before, or know a particular name from somewhere (i.e. you have a feeling of vague familiarity), you’re more likely to buy.That’s why people tend to buy household famous brands, even when they’re more expensive. For a lot of products, you could buy the cheaper equivalent, and it might taste, work, or be much the same. But we pick the branded product we know (even for a higher price) because we trust that familiarity.It’s a bit like going to a restaurant and choosing a dish from the menu that you already know you’re going to like because you’ve had it before (either there or elsewhere). We like our home comforts. We like the feeling of something familiar and comfortable. It doesn’t matter how adventure-prone or how excitable you are (or aren't) – we all find it easier to choose something we’re familiar with. Because familiarity is comforting. And that's why familiarity is baked into pretty much everything we do - email marketing and more. So how can you apply this concept of familiarity exposure in your marketing? Refer to things that your audience is familiar withOne of the things you can do is to use references in your marketing that your audience is familiar with. For example, for a while, everyone was using famous GIFs from Friends or other popular shows. And it worked because people are familiar with that type of content. Using Friends' references is a safe bet with most demographics. Kennedy isn’t a big Friends fan, but if someone sent him an email with a sofa in the subject line and the word “Pivot”, he'd still get the reference. That subject line would come pre-loaded with a lot of content – whether you love Friends or hate it, you’d know what it's referring to. And you'd probably want to know what the email is about.You won't be sending famous GIFs, memes, or references all the time, but if you email frequently and regularly, you have plenty of opportunities to do so. And when you use things in your marketing that feel familiar, you immediately activate the psychology that sits underneath your words.Always build familiarity with you, your brand, and what you doAnother way to use this concept of familiarity is to build trust with your audience by exposing them to you and your brand. This is why celebrities can easily branch out into other products, such as perfumes or clothing ranges. Because we’re all familiar with their name and brand in the first place.It's also why you have to show up regularly in people’s inboxes to build a relationship with your subscribers. It creates that sense of familiarity. When people think of us or what we do, for example, they probably expect it to be quite funny, cheeky, edgy, and a bit sweary, but also practical, and cut-through-the-bullshit. That’s our brand – it's what we’re all about. But if we showed up offering something super formal at a corporate event, that wouldn’t work as well for our brand.This is why, when we launched our mastermind Level Up, a few years ago, we sold out two intakes without doing any marketing. We simply told people inside our audience that we were launching this mastermind, and it's all it took to sell it. Because the people who already know us and our style and like learning from us, already knew they’d have a great experience. They already trusted our brand and wanted to join in. And we were only able to do that because of this concept of familiarity.How can you apply familiarity in your marketing?One way to build this feeling of familiarity is to involve your subscribers in the creation or building process of your products or services. For example, if you're putting together a new programme, you could ask your audience to chip in and help you come up with a name for it. Or maybe they could vote on the logo or artwork for it. We did this for the original cover for our podcast, for example – we gave people a choice of two, so they'd tell us which one they preferred.This works because when you then launch that product, people feel invested. They’re already familiar with it because they participated in the voting process by giving you their opinion. They've heard of your product, and they had something to do with it - whether it's creating, naming, or branding.And if you don't want to go that far, you could simply ask your audience about their preferred time for a weekly coaching call, for example. If you can think of any decisions in your business that you wouldn't mind your audience getting involved in, jump on the opportunity and ask them. Email marketing campaigns that use familiarityInside our programme, we teach email campaigns that use this familiarity principle. One of them is the Encore campaign, based on the idea that you show someone an offer, take it away, and then come back again with the same offer before you close the cart. When people on your list see the offer the second time (even if it’s months down the line), they experience a sense of familiarity that wasn’t there the first time (when it was potentially a cold offer). This time, they're more likely to buy it.Likewise, in our Open Day campaign, we run a simple survey where we ask people a quick question. When they fill in the survey, they get into the mindset of thinking they quite enjoy the idea of being able to ask us a question so we can help them. And a few days later, we make them an offer to join one of our Q&A calls and ask us some questions. This triggers familiarity because we’ve already discussed this idea of asking us questions. We use this concept of familiarity in all our email marketing campaigns. And that’s the beauty of them. We have these psychological principles baked into all our campaigns already so you don’t have to worry about figuring out how to do it yourself - you just follow the instructions. If you want to know more, we do run campaign workshops inside our programme, where we explain how everything works. But you don’t need to understand it to have it working for you – you can just follow the instructions, and implement the campaigns.  [thrive_leads id='8822']Don't make the mistake of offering discounts upfront!A mistake we see a lot of marketers make is to offer discounts upfront. That doesn't work because you first need to legitimise the offer at full price. If you show up with a discount straight away, there's no familiarity. That's why, if you follow our teachings, you'll know that our SCORE email engine takes people through a sales campaign first and then a content-led sales campaign. You can add a bonus or a discount in the content-led campaign, and that tends to work very well. Why? Because you've built familiarity with the offer in the sales campaign just before. Your subscribers trust that this is a discount because you just told them a few days earlier how much the full price was. So now they trust you’re truly giving a discount or adding a bonus because they know it wasn’t there before! You've just legitimised the discount or bonus by creating familiarity with your offer. Also, remember that the more your audience continues to see your offers consistently, the more chances you have of them buying from you. Familiarity increases sales. And it's a bit like a spice - you can sprinkle it in everything you do and include it in all the communication you send out. The more you do it, the more natural it becomes. How to start using familiarity in your email marketing right now The first thing you can do right now to build familiarity with your audience is to show up consistently. If you’re absent from people's inboxes, they won't remember who you are - there's no familiarity there. We show up every single day – we’re consistent about that and never disappear. The key is for you to come up with an email-sending frequency you can keep up with and be consistent with it. Do whatever works for you, but stick with it. The second thing you can do is to share personal stories. At the start of every podcast episode, for example, we share a personal insight. And we do the same in our emails - we're always talking about things that are personal to us. We do this because it breeds familiarity with us and allows us to take up more space in people's minds. We all have the same amount of space in someone’s email inbox – because an email is an email. But we can take up more space in people’s minds and show our subscribers that we’re more ‘real’ than other people. They get to understand us more. And when it comes to buying something that solves the problem you solve, people are more likely to buy from you because you’re the person who’s taken up more space inside of their minds.Join The Email Hero BlueprintIf you’re a member of our programme already, you don’t even have to learn how to put this principle to work. You just need to know that it does work, and it’s already built into almost every single one of our email campaigns. If you want to check it out, it’s called The Email Hero Blueprint - it's everything you need for your email marketing![thrive_leads id='8854']Subject line of the weekThis week’s subject line is “Shy bairns get nowt! (explained)”. This is a North-East colloquialism that means “if you don’t ask, you don’t get”. Rob cleverly put this expression together with the word “explained” in brackets because if you’re not familiar with the phrase, you may not understand what that means.If that’s the case, you may just see a bunch of interesting words followed by the word “explained”, which suggests you’re going to find out what that’s all about. The words get your attention because you rarely see that sort of expression in what feels like a more ‘formal’ context, i.e. the subject line of an email.Wherever you’re from, find something local or colloquial in your language and use those words in a subject line. Add the word “explained” (like we did), and see how that works for you. Check it out!Useful Episode ResourcesRelated episodesTemplate For Email Marketing Campaigns.9 Psychological Things That We Use In All Of Our Campaigns.How To Run A Smashing Flash Sale With One of The Best Email Marketing Campaigns In The World.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 Email Hero Blueprint Not sick of us yet? If you're a course creator, membership site owner, coach, author, or expert and want to learn all about our ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days), The Email Hero Blueprint is for you. This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent flow of sales without having to launch another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or 'better' subject lines. And 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 familiarity exposure and how to use it in your marketing to make more sales) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.  Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

Do you collect testimonials in your business? What's the best way to show customer transformations in your email marketing? Can the success stories and case studies of your customers help you convert more of the people on your email list? If you want to learn an easy way to go beyond your regular, commoner-garden testimonial, this is the place to be. Let's go get the secret sauce! SOME EPISODE HIGHLIGHTS: (0:14) Grab our amazing resource Click Tricks totally for FREE!(3:33) What's the big deal about customer transformations?(5:24) The power of social proof on potential buyers.(10:19) Show people that something is good.(13:41) The importance of the before-and-after story.(17:14) Create a way to capture customer wins.(20:08) How do you collect great customer stories?(28:15) Genuinely build you your customers and their stories.(29:48) Success stories help others buy.(33:16) Subject lines of the week.[podcast_subscribe id="7224"]What's the big deal about customer transformations? Everyone in marketing talks about the fact you need to have social proof and testimonials. And it's true - you have to talk about the results you get for people. Of course, never get yourself into any hot water here. Everything you say has to be true, so you have to be careful not to use stories that imply, suggest, or outwardly state that people have had success from working with you if you can’t back that up. Whatever you say, write, or put out there, has to be a true claim that you can prove. Don’t be naughty!The power of social proof on potential buyersBut why is it so important to share the stories of people who have experienced success with you? You have to tell others (especially potential buyers) about the transformations - about how you took someone from point A to point B and how you got them an outcome. That's powerful. And it's something you don't want to forget in favour of just sharing the facts about your product or service. For example, Rob’s parents just bought a car, and the salesman who sold them the car asked for a nice testimonial. Before they wrote the review, Rob and his parents had a look at existing ones already out there. And they all said that the salespeople were lovely, friendly, and helpful. And that’s all great. But none of these testimonials were anything transformative! We don’t think they helped the dealership much.So what Rob and his parents did instead was to point out how their life was transformed as a result of buying a car from that place. You have to go beyond the testimonial and focus on the transformation. And for a car, that could have to do with the feelings of increased safety, certainty, confidence, or status, for example.If people read about us that we’re fun to learn from, for example, it's great. But people don’t necessarily buy programmes to have fun while they learn! They primarily want to know they’ll get the results they’re looking for. While having a good experience in the process is important, people care about the outcome. Show people that something’s goodDon't just tell people that something’s good - show them. Of course, you want to appeal to the conscious, logical side of people's brains too. So tell them what they're going to get (i.e. the deliverables). But then also show them how what you’re giving them is going to resonate.The most powerful part of using transformational stories as social proof in your marketing is that they turn facts into emotion. It’s hard for humans to buy from just facts – we have to initially get interested because of an emotion, curiosity, or excitement. As marketers, we need to offer the logic too, but the point is that you can't argue with how someone else feels about something. You can’t say that you believe something works (or doesn’t work) based on another person expressing how they feel. Because you can’t argue with their feelings!Over the years, we’ve had several students come to our show and share their transformational stories. And it’s a powerful thing to do because you get to hear directly from a person. It’s not just us telling you what’s in our programme. You get to hear what the person was struggling with, and you might identify with their struggle. When you hear the story directly from someone who's gone through it, you can see they've been exactly where you are now (or even in a worse-off position than you). The importance of the before-and-after storyThis is why the "before" picture is important – and we don’t mean that just in the visual sense. Always tell the "before" story. In the world of email marketing, you might be struggling to get people on your email list for the first time, for example. So when you hear someone else talking about what they tried or why it was so difficult for them, suddenly you can relate. Facts become emotional.And the more facts you share, the more you give people things they can latch on to, relate to, or identify with. Maybe you also have the problem of not knowing how to convert the subscribers who are opening your emails and clicking on your links. And if you want the same transformation another client had, you start thinking that maybe this same solution will work for you. The more facts you paint as pictures, the more there is for prospective clients to grab onto and relate.Create a way to capture customer winsOne of the things we recommend is that you have a methodology for identifying the people in your audience who’ve had some sort of success with your solution. Is there somewhere you can collect information about recent successes? Note that you want them to be recent because that makes them more believable and present - they feel more timely.To find these stories, you need some sort of "listening mechanism" in your business (and we don't mean this literally), where you can capture customer success wins. For example, we have a private members-only Facebook group where we ask our students to share their wins every week. This means we can identify people who’ve had great success with our programme, and we can ask for more information. We might not invite everyone on the podcast for an extensive interview, but we’ll often reach out to the person and ask them if we can have a conversation about their experience and find out more details. [thrive_leads id='8822']How do you collect great customer stories?When we see someone sharing a win, we screenshot the message and then often have a conversation with the person about what they did. We congratulate them, give them personal significance, and then ask them more questions. You can choose to document what they tell you in various ways. For example, we have a Wall of Wins on our website - it's a huge page full of screenshots of people sharing their wins. If you don’t have any wins or success stories for your programme or course, it’s most probably because you don’t have a proactive way of capturing them. Because people are most certainly having results – they’re just not sharing them! That's why inside our programme - The Email Hero Blueprint - we have a couple of email marketing campaigns that are designed to collect testimonials. Somebody buys your product, and you put them through one of those campaigns, which ask for a testimonial. You can do this by sending out the link to a simple form for your customers to fill in, so you can collect your testimonials. Let's face it - not everyone’s going to write the world's greatest testimonial. But if you see an excellent one and want to dig under the surface, you can reply, thank the person, and ask them if they’d like to chat with you so you can talk about the before and after. At that point, you can send them a deeper questionnaire or hop on a call and ask them if they’d like to answer a few questions. You'll find that if the experience was transformative enough, or people got incredible results quickly, they’ll want to talk about it!The power of storiesFor a lot of people, receiving a testimonial is the end of the conversation. For us, it’s just the beginning. We want to know what the person did, what they tried, what was happening for them before they started working with us, etc. We want to get the story. Because that’s a lot more powerful than just another testimonial.Think about the power of stories. We talk about this a lot – we use storytelling in our emails because stories connect with people. They allow you to feel something you wouldn’t normally feel. With a story, you're creating scenarios and triggering emotions. You're painting a picture that allows people to imagine what you’re saying. You can’t imagine a testimonial unless the person tells it as a story. It’s like the difference between reading the synopsis of a film and watching the whole movie! Generally speaking, testimonials are easy to collect because people can write them quite fast, especially if you put together an easy process with a form for them to fill in. But once you get those initial testimonials, they’re your foot in the door to get more. If it sounds like there's more there, dig further. Ask questions. When people have put action, commitment, and consistency in doing the work, they’ll be happy to tell you more. And they'll get some significance by hearing from you personally.Genuinely build up your customers and their stories! When you're sharing your customers' success stories, genuinely build those people up. Tell everyone how brilliant, clever, or smart the person is because that puts them in the highest status position. It makes them credible. Plus, it fires off a lot of emotional resonance and positivity.Others can see that you're talking about a respected person that you think of positively. Whenever you hear us talking about a client, we share from the heart all the things we love about them. And we’re just being honest – we’re using this genuinely and not in a facetious or dodgy way.Success stories help others buyIf someone’s joined our list, and they’ve gone through our email engine but haven't bought yet, we often find they'll eventually (finally!) buy at the back of a success story we share. Typically, these are the most difficult people for us to sell to. Because they’ve been through a lot of our content, but they're still on the fence about buying.And oftentimes, it'll be a testimonial we share that makes the penny drop for those kinds of subscribers and gets them to decide to go ahead and buy. The story we share probably resonates, and while they weren't sure our solution would work for them, they've now heard or read something that makes them feel it does. We find that the emails that include success stories and testimonials are often some of the highest-converting emails we send. That's why we often do shout-outs about some of our students. We publicly celebrate their success because it's a lovely thing to do, and these emails do well for us.If you want to go and check out the two different testimonial campaigns we have inside our programme, you can find them at The Email Hero Blueprint. And as a special bonus when you buy, you’ll get an email asking for a testimonial and a chance for a shout-out. How about that?[thrive_leads id='8854']Subject line of the weekThis week’s subject line is “Our 'gateway drug'”, and the email was about when we first got into the world of surveys. We started off wanting to run one survey and suddenly realised the power they had. So we became addicted to them!This phrase has a completely different connotation, of course - people think of another context when they see that. And they certainly aren’t expecting someone who teaches email marketing to talk about this topic! And that's why it worked, so check it out!Useful Episode ResourcesRelated episodesTestimonials – how to write and collect them automatically to bring in more sales with Monica Snyder.How Our Client Jeri Anderson Made $27k In Month One Launching A Brand New Business & Starting With Zero Contacts On Her List.How April McMurtrey Increased Her Revenue By 400% In Just One Year – A Case Study.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 Email Hero Blueprint Not sick of us yet? If you're a course creator, membership site owner, coach, author, or expert and want to learn all about our ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days), The Email Hero Blueprint is for you. This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent flow of sales without having to launch another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or 'better' subject lines. And 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 show customer transformations in your email marketing) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.  Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

Want to find out how to immediately supercharge your email marketing copywriting? Then let's find out about the Rule of One. This isn’t just a technique you can use in your email writing. You can use it across any kind of writing you do for your business – sales pages, sales videos… everywhere! And it will massively improve your conversion.Ready to learn how to apply it? Let's go!SOME EPISODE HIGHLIGHTS: (0:25)  Grab our amazing resource Click Tricks totally for FREE!(4:21) What is the Rule of One in copywriting?(7:19) Use the same call to action across a whole email campaign. (9:18) Send people to landing pages where they can only make ONE choice.(11:26) Write your emails to ONE reader.(12:24) Give people ONE call to action (per email).(14:25) The benefits of stacking your email marketing campaigns.(15:54) Tap into the power of storytelling.(18:07) Your Super Signature is the exception to the rule! (21:03) Subject lines of the week.[podcast_subscribe id="7224"]What is the Rule of One in copywriting? Whenever somebody writes copy for us (yes, we do hire copywriters because we're not professional copywriters ourselves), the one piece of suggestion we always give is to focus on the one idea we're trying to convey. What’s the one thing we want to say? Every time you put out any type of communication (an email, a headline, the opening of a sales video, etc.) you want to talk about one idea.Equally, when it comes to email marketing, every email you send should talk about one theme. If you're sending an email about risk, the whole email needs to be about that. You don’t want to add social proof to that email – that’s a different theme for another day.And if you're only talking about one thing, you’re probably also going to use one single story. Unless you have a few stories that demonstrate that one thing you’re talking about. And you do this because otherwise, people’s brains get overwhelmed.So let's get into the specifics of this...Use the same call to action across a whole email campaignThe Rule of One applies to individual emails but also to email campaigns. We often pick one call to action and effectively use that across an entire email campaign. If we’re running the Bribe campaign, for example (where we tell people that if they buy one thing they’ll get something else for free), every email we send as part of that sequence is going to have the same call to action. We lead people to that one action by using different hooks, angles, and stories in the individual emails we send as part of that campaign. Why do this? Because when you say too many things at once, people get confused and overwhelmed and end up not making decisions. The more directions you send people in, the more confused they’re likely to get.Send people to landing pages where they can only make ONE choiceWhen we send someone to a landing page, we want them to only have one thing they can do on there. And that’s to click and buy or click an opt-in. There’s only one call to action on that page.If you’re sending someone to a landing page to opt in for something, but you also have your blog and other items under the navigation menu, you’re giving people lots of choices and other things they could do. So they’re not going to opt in! Instead, direct people to one thing and one thing only so you don't lose their attention. Because confused brains do nothing! You want to create one singular narrative. Your job is to build a belief, which may start with a story that leads to a theme and some kind of lesson. Then you want to tell people the one thing they should go and do. Remember that people are looking for help – they’re not qualified to know what action to take. That’s what they’ve come to you! So you need to help them take action or make a choice. You’re the one who’s qualified to tell them what to do to get the outcome they desire. Write your emails to ONE readerThe Rule of One also applies to the way you send your emails. You want to address your emails to one reader rather than a ‘collective’, saying something along the lines of “Hi guys”. Imagine writing to one person and that person only.When you do that, suddenly your email doesn’t sound like a marketing, corporate one. Instead, it sounds personal - something you'd send to someone you have a deeper relationship with. And when you deepen the relationships with your subscribers, you’re better able to influence them. You get to take them on a journey with you and feel things - experience emotions. And as a result, you get them to take action. Give people ONE call to action (per email) Always address just one topic (one theme) in your emails and be clear on the one action you want people to take. Don’t give them plenty of choices because they won’t know what decision to make. Instead, tell them about the best action they can take so they can move on to the next step in their journey with you. That’s what each email you send does – it moves people to the next step of the journey.At the start of an email campaign, you might want to ask people to watch a video that talks about the problem they might be experiencing. As you progress with your sequence, you can let them know about your course or programme and ask people to check it out. Your call to action can change in the space of a campaign. You can start with a softer approach building curiosity and then, towards the end, make your one main promise.The benefit of stacking your email marketing campaignsThe great thing about using multiple campaigns in your marketing is that each of them can have one main promise. And each promise can be different, even if you're promoting the same product or service. That's because the campaigns stack over each other. And by using this method, you're not overwhelming your audience by telling them everything at once.At the same time, you're not blowing all your chances by sending everything you have to say in one go. When you do that, things get lost. With too much being said at once, people miss it. Instead, pick every single important thing you want your subscribers to know and put it on a pedestal. Give it space to breathe – give it a whole email of its own or maybe even a whole campaign! Shine a light on it so that people who are attracted to it see it all lit up - standing high and tall about the crowd - and can see it as the promise they need to go ahead and buy the thing they’re looking for.Tap into the power of storytellingTo differentiate your emails (even if the call to action is the same, and you’re driving people to the same product), you can use storytelling. It allows you to ‘decorate’ the same thing in different ways. So you take the story about whatever happened to you on a particular day and link it to your main point and call to action. We have a whole podcast episode on that, so go and check it out!In other words, you can choose to send a plethora of emails that include the same call to action but go about it in loads of different ways. But remember the Rule of One - each email has one story, one lesson, and one main call to action.[thrive_leads id='8822']Your Super Signature is the exception to the rule!There’s an exception to the Rule of One though, and that’s your Super Signature. If you’re inside our programme, you can find some training about this - it's called Super Signature Reloaded. What's your Super Signature exactly? It's a list of links at the bottom of your emails that includes everything that someone can do if they want your help.The way we see it, the Super Signature is not diluting your call to action because it's a separate part of the email. It's further down at the bottom. You can even put a couple of lines above it to physically separate it from your main email.And its job is to tell people that if they’re ready to take things to the next level, there are a bunch of ways you can help - the Super Signature gives them options. These can include free things like joining our Facebook group or listening to our podcast, but also buying our programme, or hiring our agency to do your email marketing for you.It acts like a menu of quick resources that people can access if and when they need to. We stick it at the bottom (in the footer) of every email we send - it's a constant for us, and it makes us sales every week because people click on it!You can make your call to action multiple timesOne last thing to point out is that in the main body of the email, you want to make sure you have one call to action, as we said. But you can make that same call to action multiple times. In a daily email, we might just have one. But sometimes when we send emails inside our campaigns, we may have links to the same call to action two or three times.   Join the Email Hero BlueprintIf you want to know more about the topics we talked about here (including how to wave storytelling into your emails and set up your Super Signature), check out the Email Hero Blueprint. It’s our flagship brand new programme where you can find everything you need to get more sales from your existing subscribers.[thrive_leads id='8854']Subject line of the weekThis week’s subject line is “anyone there??” It sounds like the typical subject line you’d use for a re-engagement campaign (such as our Revival campaign), but it had nothing to do with that. It was just a story that Rob told about being left alone somewhere.It’s interesting because it’s designed to sound like a prompt or a nudge for people who haven’t been paying attention, but it's not. So you’re threading the line between using something attention-grabbing but that doesn’t feel clickbaity. The last thing you want is for people to feel like they've been deceived when they read your email. Also, with two question marks, you’re making a slight exaggeration, and that grabs people’s attention even more. So check it out!Useful Episode ResourcesRelated episodesThe Biggest Mistakes You’re Making With Your Email Marketing Copywriting.Mindblowing Techniques To Connect More Deeply With Your Email Readers With Rob Marsh & Kira Hug.Comedian’s Secrets to Storytelling – With Kevin Rogers.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The Email Hero Blueprint Not sick of us yet? If you're a course creator, membership site owner, coach, author, or expert and want to learn all about our ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days), The Email Hero Blueprint is for you. This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent flow of sales without having to launch another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or 'better' subject lines. And 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 mastering the email marketing copywriting technique of the Rule of One) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.  Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

Want to know how our friend Natalie Ellis from Boss Babe ran a super successful flash sale Black Friday campaign using a combination of social media chatbots and our email marketing campaigns? If right now you're thinking that Black Friday is far away, just know that this strategy can work for any other holiday or promotion you decide to run throughout the year. It’s something you can rinse and repeat for anything that isn’t a big launch in your business. It doesn't require creating any new content, and if Natalie's story is anything to go by, it'll also be quicker and more profitable than anything you've ever done. Shall we get into the good stuff? SOME EPISODE HIGHLIGHTS: (0:09) Join our FREE Facebook group.(2:43) Did Natalie really sell something to Richard Branson?(4:08) What did Natalie's Black Friday promotion look like?(6:55) What was Natalie's strategy with her Black Friday promotion?(9:11) How did Natalie implement our Black Friday email campaign?(12:49) When did Natalie start to promote her offer?(15:06) Why tell people what the offer is about (in advance).(17:30) How did Natalie keep her audience warm?(19:21) How to replicate Natalie's success with her flash sale Black Friday campaign.(27:13) Subject lines of the week.[podcast_subscribe id="7224"]What did Natalie’s Black Friday promotion look like?Natalie’s main focus is her membership. While she has different levels to it, at the moment, you can only join annually for $997. But for her Black Friday/Cyber Monday promotion, Natalie opened the doors for people to join monthly at $97. Or, if they were already inside the membership, she offered a 50% off annual upgrade. She also had something for existing annual members, which was the chance to buy an additional bundle.You can see here that Natalie created a segmented offer with the different types of people in her audience in mind. She put together different things for non-members, monthly members, and annual members that made them all feel seen and supported. It’s also worth pointing out that Natalie didn’t create anything new content for this promotion. Even with the bundle she offered her annual members, she put together existing content.What we think Natalie did brilliantly here is to target the most profitable segment of her list - her existing customers. We see a lot of people putting together flash sales or promotions and ignoring the people who are already paying them money! So if you’re putting together an offer, what can you sell to your most profitable customers? These are the people who are going to pay you the most per head.What was Natalie's strategy with her Black Friday promotion?One of the biggest ways Natalie markets her products in the front end is through social media - mainly with reels on Instagram. She asks people to comment and then puts them through a sequence in their DMs. This is similar to an email sequence, but instead of being via email, it’s through people’s DMs, where the open rate is super high at about 90%.So what Natalie and her team did for Black Friday was to combine their chatbot strategy with an email marketing strategy. For this promotion, Natalie wanted something that felt easy and fun, so she set out to make Black Friday her biggest and most fun mini-launch of the year. And something she'd never done in the past was to use an email campaign template. For the first time in her business, she decided to grab our Black Friday/Cyber Monday campaign, and (in her own words), she said the result was freaking phenomenal and incredibly successful!How did Natalie implement our Black Friday email campaign?A couple of weeks before Black Friday, Natalie started creating some hype through her Instagram reels. She specifically targeted this content to the segments of her audience who were already interested (i.e. warm leads who had an awareness of her offer). This wasn't for the cold audience out there, as, Natalie said, people who don't know you don't pay attention. She created a trailer to tell people that something was coming on Black Friday and asked them to join her waiting list about the offer.She then popped into their DMs and asked people to share their ‘status’. Were they a member? Were they a monthly or annual member? Or were they not a member? And then Natalie asked for their email address. So inside her mini-chat, she created three different segments. In the space of a couple of hours, her team then scheduled the posts that people would get sent on Friday, Saturday, Sunday, and Monday, and she started making sales from the people who were on the waitlist and her email list as a whole. She took our Black Friday email campaign template and plugged in all her copy.Creating a separate page for the flash saleSomething we suggest in our template is to have a flash sale-specific page with a video explaining what’s coming and what the offer is. This is something Natalie loved and hadn’t done before. She'd normally use longer pages, but for this promotion, she created a specific page. And that, she said, was incredibly successful.When it came to the Black Friday weekend, Natalie didn’t do much. She spent time with her family for Thanksgiving and said this was the easiest Black Friday promotion she’d ever done! She even made the same amount of money she had made in a previous Black Friday/Cyber Monday launch when she went to town. But this time it was recurring revenue, so it felt like more of a success. And she spent about one-tenth of the amount of time on it. Guess why? Because she used our Black Friday email marketing campaign!When did Natalie start to promote her offer? Natalie started talking about her Black Friday on social media two weeks before Black Friday. At that point, people started engaging with the chatbot and joining the waitlist.As Natalie explained, this wasn't about educating her audience about what she does. One of the biggest mistakes we see a lot of marketers make is to educate their audience on the noisiest and highest email send day of the year. Black Friday isn’t the time to try and educate anyone on anything! It’s all about encouraging people to grab your offer.It's not the time for long webinars and getting people to know you and your business. Just focus on the people who are already aware of your world and keep the momentum going. Because that’s key in any flash sale you’ll ever do -  you want people to buy based on reflex reaction.With that said, if you were to create a new product that people didn’t know about yet, you’d need to start talking about it around two months in advance. You'd first want to make people problem-aware, then solution-aware, and only then present your offer. But this isn’t what Natalie had in mind for this Black Friday – she wanted fun and easy.Why tell people what your offer is about (in advance)When Natalie told her audience about her offer, she hinted it had to do with her membership. And she did that for a couple of reasons. First, she wanted people to start doing their research about the membership to decide whether they wanted to be in it. But also, she knew some people would be on the fence about joining, and she didn’t want them to join before the offer and then realise they could have saved some money by waiting for the promotion.To share her offer, she batch-created a bunch of reels in Canva (5-10 seconds long) and then posted one a day on Instagram on the days leading up to the promotion. She always made sure she picked the audio on the day she uploaded the reel based on what was trending on the day. This is a super easy and effective process that Natalie uses, and it allows her to get her reels out in a timely way even though they're not scheduled in advance. Every day, she also showed up on Instagram Stories answering the questions her audience asked about the membership, and in each of them, she'd remind people about joining her waitlist. This is how she created the hype for her offer.  [thrive_leads id='8822']How did Natalie keep her audience warm?To keep people warm in the lead-up to Black Friday, Natalie kept sharing screenshots of testimonials, and sometimes she'd even create a carousel out of them. She wanted to 'sell without selling', by simply showing what happens inside her membership. And that was enough to get people excited.  The strategy of sharing testimonials works a treat because when people know there’s a deal coming up, they prepare and do their research in advance. They want to decide whether they'll buy when the time comes.Something else that gets people excited is reminding them about the promotion and effectively warning them not to buy in the days before the flash sale. You don't want them to miss out on the deal, right? By doing this, you may see a small dip in sales in the period leading up to a promotion, but you're getting your engine revved up for when it’s time to take the breaks off on the day of the flash sale.How to replicate Natalie's success with her flash sale Black Friday campaignNatalie told us that this promotion did so well that she didn't even close the cart on Cyber Monday - she kept it going for an extra day! She not only found that the offer was converting amazingly well but also, her members were buzzing with the best energy and even consuming more of her content inside the membership. Data shows that people who buy from you once are 50% more likely to buy from you again in the future. So, to replicate some of this success, you can use Black Friday (where people typically have their credit cards in their hands and are looking for deals) to get people to buy for the first time. It doesn’t matter how noisy you think this time of year is. That’s not a reason to miss out.You can also manufacture these types of events and flash sales at any point of the year - it's not just about Black Friday. You can use any holiday or occasion. The key, Natalie says, is to think about how your ideal client is feeling during that time of year and create offers that tap into that. You can create big moments in the summer, for example, especially if you know that sales in your industry can be a bit slow then.And you don't need to have a huge audience to do this either! Just try and think of ways to differentiate yourself and stand out. That’s how you’ll create an audience of customers who learn to buy from you on these exciting manufactured holidays. And remember that when everyone’s doing a particular thing, you can cut through the noise by doing the opposite of that. Play a 'game of opposites'! The key to Natalie's success with her Black Friday promotionSo, to recap, here’s what Natalie did for her Black Friday/Cyber Monday promotion.She created social posts to build the hype and get into people’s DMs using chatbots.She asked her audience simple questions to segment them into what type of customer (or non-customer) they were and presented them with offers that were relevant to them.At the same time, she followed up with emails (using our Black Friday email marketing campaign) to the rest of her email list.Natalie was able to target her audience inside their email Inbox and their social media inbox at one of the busiest times of the year. This proves that even at a time when there’s a lot of noise, you can cut through it to make sure people see your offers. And let's not forget that this promotion took a fraction of the time it normally takes Natalie to run, and instead of working, she got to spend quality time with her family. Isn't that the goal?[thrive_leads id='8854']Subject line of the weekThis week’s subject line is “Sending these to your list (10 emails)”. This subject line got a massively high click-through rate - probably around double what we normally get. The reason it worked so well is that the subject line tells people exactly what’s inside the email. It doesn’t say that the email is valuable or that you'll find a link inside it. It tells you what’s in it - and that’s 10 emails. The open rate and click-through rate were amazing, so check it out!Useful Episode ResourcesAbout NatalieIf you want to connect with Natalie, check out her podcast or you can join her amazing membership and community.  Related episodesHow To Create An Awesome Holiday Email Campaign That Gets Your Offer To Sell Like Hot Cakes So People Buy Like Crazy.How To Run A Smashing Flash Sale With One of The Best Email Marketing Campaigns In The World.What To Send In Your New Year’s Emails To Get Your Clients Excited About Your Business (And Buy From You). 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 Email Hero Blueprint Not sick of us yet? If you're a course creator, membership site owner, coach, author, or expert and want to learn all about our ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days), The Email Hero Blueprint is for you. This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent flow of sales without having to launch another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or 'better' subject lines. And 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! 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