The Email Marketing Show

Would you like to get more people to buy your product without coming across like a pushy, slimy used car salesman?

We’ve all had those types of emails...

“If you don’t buy my course now, your nan will die” or “Buy this cream right now or you will be hideous forever”

OK, maybe they’re not that extreme but you know the ones. The ones that don’t just create urgency but they actually play on your emotions in a pretty brutal way in order to get you to buy their stuff.

Well, in today’s episode, we’re going to show you how to use two ways to create urgency that are not only super effective, but will get you sales without coming across like those annoying (and downright immoral!) marketers you’ve had in your inbox in the past.

How To Get People To Buy Your Product Now- 2 Ways To Create Urgency

• (01:57) There’s no messing around here. Let’s dive straight into the first way to create urgency!
• (03:30) What's this got to do with the DFS Sofa store?
• (4:12) How are you always training your email list?
• (05:03) When this way works best.
• (06:30) Technology is amazing but it can have its bumps in the road when it comes to using the first method. Luckily for you lovely lot, Kennedy managed to come up with a solution right on the spot!
• (09:39) The second way to create urgency that you NEED to know about.
• (11:50) Here’s an example of how we use this type of urgency.
• (13:40) Learn how you can dig even further into this way.
• (14:45) Why you need to be careful with this method.
• (15:31) Find out what one of the biggest and most commonly asked questions we receive in The League relating to this strategy is.
• (16:20) A subject line to make people uncomfortable? And the best bit?...It really does work!
• (17:53) Are you struggling to think about how these urgency strategies are going to apply to you? We’ve got you covered.

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Do you want to know why email marketing is right at the top of the digital marketing trends for 2022? Let's face it - if it isn't already, email marketing needs to be the top priority for your business in 2022.

Ready to find out why and (most importantly) what you can do to make sure you boost your sales and make more money in 2022?

Let's do this!

SOME EPISODE HIGHLIGHTS:

(3:46) Our incredible Keap offer!

(5:22) Email marketing is the highest ROI marketing activity you can do

(9:12) Email is the safest place to build your business.

(12:28) Email marketing helps you convert people into paying customers.

(16:01) Email marketing has the shortest lead time in turning people into customers.

(17:23) There's money in your existing email list.

(19:54) Email marketing technology is moving forward - you don't want to miss out!

(21:02) How to get results from your email marketing in 2022.

(21:50) The price to join The League is going up!

(24:02) Subject line of the week.

Email marketing is the highest ROI marketing activity you can do

That's right. It's as simple as that. Email marketing is the highest ROI (return-on-investment) marketing activity you can do.

None of the other marketing strategies out there – social media marketing, video marketing, content marketing, events, speaking, podcasting, or anything in between - will give you a whopping $42 ROI for every $1 you spend. That’s an insane amount! And, according to the experts, that's just an average!

When it comes to our business, for every subscriber on our email list we earn $12 per month. To figure this out, we look at the number of people who are on our email list, calculate the amount of income and sales we make, and divide one number by the other.

That gives us how much each subscriber is worth to us. We call it Earnings per Subscriber per Month (or EPSPM). And knowing how much we make per subscriber every month tells us how much we can afford to pay in order to get somebody on our email list. But also, it tells us how long we're going to be out of pocket before we break even and then make a profit.

So with these kinds of numbers, should you try and skimp on the marketing automation platform you choose for your small business, for example? No! Of course, we all want a great deal - no one wants to pay more than they should. But you also need to find the most effective way to do email marketing. If you're going to shoot for that $1 in, $42 out ROI, you want the best tools for the job. Because not all of the marketing platforms out there have the technology you need.

Email is the safest place to build your business

So that's the financial side of things. But another reason you want to focus on email marketing for your business growth in 2022 is to protect yourself. That's right. Because you just can't rely on social media! There's a lot of turmoil around social media platforms. What if they all disappeared? What if you get kicked out of your social media account?

We definitely saw in 2021 how all the biggest social media channels had outages and went down (most of them at the same time). When that happens, that leaves you with no way to communicate with your audience. Of course, your email marketing platform could go down too. But it's likely to get back up quickly because the problems and teams tend to be smaller.

Another valid reason to prioritise email marketing is that you own the data - something that's not the case with social media. If you ever had a problem, you could download all your subscribers and send them an email from elsewhere. You can keep a backup of your data because it's yours! Plus, it's safe and it’s protected.

Are we saying you should come off all social media? Not at all! Far from it. Definitely use social media to build your audience. But then point your audience to your email list. That's the place where you nurture that audience and sell.

And also, don't forget to use your email list to send people back to your social media content. It helps you make it more effective. We post content both via social media (our Facebook group in particular) and via email. And that helps us boost results. But by far, the safest place to build your business is by email.

Email marketing helps you convert people into paying customers

Another reason why you should prioritise email marketing in 2022 is that it takes care of conversion for you. Let's explain this with a little analogy. Imagine you have a dinner plate in front of you - that represents your business. And to run it at the scale you wa...

This week on the podcast we're talking about onboarding emails examples. Are you a course creator? Do you have an onboarding sequence? Or is it just one of those things that get pushed to the side at the end of a busy launch?

Well, if you want to find out exactly how to use your onboarding emails to wow your customers, turn them into fans, and make more sales, we've got your back!

SOME EPISODE HIGHLIGHTS:

(3:23) What are onboarding emails?

(4:30) Use onboarding emails to show the value of your product.

(5:52) How to counteract buyer's remorse.

(8:52) How onboarding emails help you build trust with your customers.

(10:16) A sneak peak into our own onboarding emails.

(13:00) How to use onboarding emails to hightlight the most foundational pieces of your course.

(16:45) How to use the onboarding sequence to set the expectation there's more to learn from you.

(18:43) How to make sure your onboarding sequence reflects the style and framework of your other emails.

(20:44) Don't confuse your onboarding sequence with your welcome sequence.

(23:12) Subject line of the week.

What are onboarding emails?

Onboarding emails are those emails you send to someone who's bought your online course or product. Why are we talking about onboarding email examples today? Because we know what it's like to launch something new. There's so much work that goes into it that often the part that follows the sale gets overlooked and forgotten.

But onboarding emails are important. And you want to be doing a little more than just thanking your customer for buying the product and giving them the username and password to access it.

So here are a few things that your onboarding emails can help you do.

Show the value of your product

The very first thing onboarding emails allow you to do is to encourage your customers to look at the value of the product they bought from you. With these emails, you want to prompt people to take action and consume the content you've painstakingly put together. Because of course, you want them to get the results you promised them, right?

Counteract buyer's remorse

Another reason why onboarding emails matter is because they help you counteract buyer's remorse. I'm sure this has happened to you - you bought a product or downloaded a lead magnet, and when you did you felt excited.

But then at some point remorse kicks in. You worry that for some reason you've made a bad decision and wasted your time or your money. Maybe you shouldn't have bought the thing in the first place. You've been there and felt like that, right?

So this is where your onboardg email sequence comes in. You've got to use your onboarding emails to get your customers excited about their purchase. Why? Because this is your chance to reassure them they made a good decision, and sell them your product once again.

You can do this by talking about the transformation they'll experience and the results they'll finally achieve. You can show them testimonials and case studies of people just like them. Because this helps you reinforce your subconscious reputation with that buyer and helps them see how they’re now closer to the outcome they want. Your job is to show them they made a great decision!

Build trust with your customers

Another reason why we swear by onboarding emails (and we want to share some onboarding emails examples with you) is that they help your customers build trust with you and your business. By sending out emails after they bought from you, you show your customers you want them to succeed. A lot of business owners will sell something and then move on to the next thing. And there’s nothing wrong with that inherently, but it’s also important to make your customers looked after.

Show them that you're not just about getting their money and leaving them to themselves. You put together the best content in this course and now you want them to use it and get the results. Because let’s face it – when people buy online courses, a lot of the accountability is on them. If they don't consume the content and implement the strategies you teach them, they won't get results. But you can (and should) definitely still play a part in this process by encouraging them to use your product.

Some onboarding emails examples

For example, when people join our membership, The League, we send them a detailed email showing them how to access it. We don’t just give them the URL, username, and password - we also include an animated GIF of where they go and click into the Members area. Because even if people haven’t accessed...

Today on the podcast, we chat with our friends Mike and Callie from Membership Geeks about the emails you send once people have joined your membership. Mike and Callie know everything about memberships, and they're sharing their best practice around email marketing for paying members.

This conversation is all about the importance of communicating with the people who are already inside your membership. And you definitely don't want to miss it!

Ready to discover the secret to serving your members through emails?

SOME EPISODE HIGHLIGHTS:

(0:13) Want to get more sales from your email marketing? Grab our Click Tricks.

(3:46) Fancy a 14-day FREE trial with Keap?

(4:45) Did Mike really once perform magic in Vegas?

(6:54) Why email marketing is crucial for your paying members.

(9:15) Introducing the Weekly Digest email.

(10:42) Why the Weekly Digest is an awesome idea.

(13:46) Building relationships with your members.

(15:26) The benefits of segmenting your members.

(17:42) The key ingredients to the Weekly Digest.

(24:13) Subject line of the week with Mike and Callie.

Want to get more sales from your email marketing?

We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!

That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here.

Why email marketing is crucial for your paying members

Contrary to what a lot of people think, selling your membership isn't the finish line – it’s the starting pistol! That's right - it's not enough to get people inside your membership. Once they're there, you need to keep them subscribed - month after month and year after year. You need to market beyond the sale and give your members a reason to stay and use what they’re paying for. And the emails you send are critical in doing that.

The challenge here is that typically you have a lot to tell them about. You have logistical emails (like reminders for live calls), payment receipt emails, emails to let people know about new content, etc. As the membership site owner, you're going to take up a lot of your members’ inboxes. And all the prompts and reminders to come and get engaged with your membership can get drowned out. So the simplest solution is to send what Mike and Callie call a Weekly Members Digest email.

The Weekly Digest email

This email is in addition to your welcome or onboarding sequence – it’s all about marketing after the sale. It’s what’s going to remind your members that you exist. Because often, when people first join a membership, they're excited and have a good look around. But then life gets in the way, weeks go by, and they haven't had a chance to log in again.

So the Weekly Digest helps you remind members that you exist. It brings them back to the site and gets them to log in and feel excited again. It also enables you, as the membership owner, to keep members up to date with any content you’ve just added and signpost future value by letting them know what’s going to happen in the following week, for example.

Plus, it's a chance to highlight your community and share your members' wins and progress, which in turn allows you to inspire and motivate more members. It's just one email, but it allows you to do a range of really cool things!

Why the Weekly Digest is an awesome idea

It's important you send this email every week on the same day and at the same time – for Mike and Callie, it’s on a Saturday. That creates a routine for your members – a ritual and a habit. They go into their day expecting it, and if they spend no other time on your membership over the week, this is the trigger for them to go and log in.

In essence, the Weekly Digest allows your members to realise the value of your membership, even if they don’t access it too often. It enables them to keep up to date even if they’re not currently in a position to consume your content.

With most memberships, there’s a lot of content being shared. So the Weekly Digest allows you to curate what you think they need to see in any given week. It also allows you to hand-pick the conversations that are happening in the community because otherwise, they might get lost.

And if you’re segmenting your members based on their interest...

When do you segment email subscribers? When exactly is the right time to start? On day one? When you reach your first 2,000 subscribers? Or maybe 20,000?

Well, it depends...

If you're wondering whether segmenting your list is something you should have on day one or something you should do now or maybe never, tune into this episode to help you make a decision.

(2:25) Are you as excited about Email Marketing Wednesday as Kennedy is?

(3:40) What does segmenting your list even mean?

(5:50) When and how you segment your list depends on what you sell (with examples!)

(7:52) List segmentation when you sell products with a broad range.

(8:24) What does 'segmenting by interest' mean?

(10:12) Three types of segments you need - Segment Number One.

(10:49) Three types of segments you need - Segment Number Two.

(11:25) Three types of segments you need - Segment Number Three.

(12:20) How to segment your subscribers.

(14:10) Subject line of the week.

What is email segmentation?

What even is email segmentation?

All it means, effectively, is taking your list and dividing it into parts - or segments - a bit like an orange.

So if you have different people on your list with different needs, hopes, desires, and interests, splitting them into segments allows you to give each of these groups the best possible service.

Because if they have different needs and interests when it comes to your business, saying the same things in the same order and using the same angle and approach isn't really going to work, is it? If they're the same type of people, by all means, treat them in the same way. But if they're not, then you need to communicate to these people in different ways.

And that's where segmentation comes in.

When should you start to segment email subscribers?

Want to know the truth? Email segmentation freaks a lot of people out. And it's understandable.

You're probably wondering whether it's too early or too late for you to get started. Is your list too small? Too big? When is it just right?

You see, email segmentation is a very powerful tactic to make sure you're constantly putting the right messaging in front of the right people.

If you've ever heard anyone say that you don't need any type of email segmentation until you reach 20,000 subscribers, well, that's a really broad and arbitrary statement to make. Because potentially, you could be in a situation where you have just a handful of subscribers, but they are different types of people with different needs.

And if that's the case, then you need segmentation from day one. So the right time to segment your list depends on the type of people you serve and the products or services you offer.

Why you need to segment email subscribers based on their interests

If you sell a product with a broad range, you might want to segment people based on their interests. Let's say you sell baby gifts and keepsakes. You can segment your subscribers depending on whether they have a boy or a girl or how old their baby is, for example.

In this context, interest means more than hobbies. It means knowing who your subscribers are and what they're going to be interested in when it comes to what you sell.

So if you offer salsa dancing, you might have products or services tailored to beginners, intermediate, or advanced dancers. There is zero point in telling the beginners about stuff that's really complicated because they're not going to be interested!

If that's you - if your business works a bit like that - then you can start segmenting your list on day one. And if you don't, you're potentially doing your audience a disservice. When you think about it, if you try and sell them something that isn't at their level or doesn't match their needs, they won't be interested.

In other words, if you tell people about the wrong stuff, you're going to alienate them. But on the other hand, segmenting your list will help you identify people and serve them the best.

Three email segments you should have in your list

So here are three segments we think you should have:

1. People who have already bought what you're selling. For example, if someone buys our Complete Daily Email Strategy Course, we don't want them to continue receiving promotional emails about it, so we have a specific segment for people who have already bought that product.
2. Anyone who told you the...