An email is the most important and sacred thing you can get from anyone. Yes, your fan may like your facebook page, follow you on twitter, and even be an active participant on your instagram account. But, it will never compare to you having the ability to interact with them first hand via their email.
Every single person in the world checks their email on a daily basis. Though we’re at a time where people are now getting accustomed to delineating between spam and important emails… a really good email can gain the attention of your suspected prospect and hook them to your product(s). The right title, message, and follow up can turn your $0 business into a multi-millionaire dollar business.
This is why I’m in a love and in a hate relationship with e-mail marketing. I understand the value and importance, but I also know the abundant struggles it takes to acquire an email, get the prospects hooked, and then getting them to pull out their wallets. It’s a process that can take many weeks, many months, and even years!
Why am I talking about all of this?
Well, for the past year I’ve been hired as a brand consultant for a few clients. This job means I’m dealing with the brand’s imaging, product development, and more importantly, the brand’s e-mail marketing side of things.
It’s safe to say that e-mail marketing has been on my mind (taking over) and since this is where I share all my intimate thoughts… I want to share the concepts I have in my brain with you.
The clients I’ve been working with (that I can talk about): Kipkay Kits (60k+ email list ) and The Checklist Mom (it was at zero when we launched 3 weeks ago. We’re now going to be hitting 1,000 emails).
Hopefully this helps you or brings you some perspective about what I know in regards to email marketing. Here we go!
How Do You Obtain a Person’s Email?
The best way to get a person’s email is by telling them that you’ll be e-mailing them valuable content. What is value? Value is providing FREE information that will help your user become better at x, y, z…
In this example we provided a url link that will bring the user (who watched the video) to a place where they can learn how to build more free projects just like the one they watched above. Once they click on the link they’re given an idea of the type of content that will be sent to their inbox: a “do it yourself” project course.
This example is straight to the point and geared towards moms! Again, we’re telling the user that they’re going to be getting amazing value (for free) just like the value they see around the site. Remember, the outside layers of the ask (their email) has to be surrounded by high valued content as well. For example, the stats on the YouTube video provides enough status to make the email list credible & the blogposts on The Checklist Mom site make it seem that the email list will also provide more awesome content (value).
So. The user puts in their email. Now What?
It’s all about building the “Confirm” Message! Once a user types their email into the system… they need to follow with an extra step to confirm that you can send them emails. Your confirm message needs to be structured with even more detail because you don’t want people to back out!
Again. I’m telling the user the type of valuable content they’ll be receiving. It creates excitement! It creates anxiety! It creates curiosity! These are the types of emotions we want to be attacking right from the start!
In the email marketing landscape I have about 7-8 different confirm messages, sign up lists, and anything in between to figure out which one works best. They call this A/B testing.
Confirmed. Great. What Next? How Do you Keep Them Engaged?
It’s all about the Dripfeed (or follow up series).
A dripfeed is a set of emails that each user will get automatically (spread throughout a certain period of days). Basically, it’s the “free course” you promised them from the start. Here’s an example:
This means that every 2-3 days your user is getting an email from you. Basically, it’s the course you promised them. I understand that not every user will be able to, or even want to, read every single email you send them. This is okay because what matters is that you’re always providing valuable related content to your niche (your market). Therefore, when they finally open your message they’ll be hooked (no matter which e-mail in the series)!
What’s the content in each email?
i. The valued content of course
ii. Make sure the content fits the brand you’re trying to portray. As a mom… I write as a mom / complain about my kids / talk about my husband / etc., etc.,
iii. Make a subtle hint about the brand’s paid product and the updates
iv. Always ask for the customer’s opinion at the end “click the reply button!”
v. Tell them the emails to look out for in the future.
Then, around every 8 emails…
…I make a really aggressive email telling the user to purchase our premium product(s). I talk about the past emails, show my personality again (they should trust me by now), and just go into more detail about the premium product. It’s very aggressive.
Then, 7 days later… I rinse and repeat.
The dripfeed is basically a system where you can provide awesome content to your users, get them hooked, get them to see your personality (trust you more), and be accustomed to you selling them stuff (besides just always getting free content). It’s a great setup because you can have everything run on autopilot while you’re putting your efforts on other things:
Building or updating your premium product.
Working on a way to get more e-mail subscribers.
Personally, I have an average of 35 follow up messages that a user will get throughout a 90 day period. I didn’t write them overnight. It takes a lot of work trying to figure out the types of e-mail titles that will grab the user’s attention, what the overall course should look like, and which e-mail in the series should be the aggressive selling pitch.
You must learn as you go.
I have about 5 versions of each follow up series I’ve created. This way I can test to see which follow up series is most optimal for the people who sign up.
Where Do You Go From Here?
As the title states this is the Pre-Product Launch Formula. Yes, this is what happens before you go in and launch a hard campaign:
Hard campaigns consist of new products you’re launching, updating your product to be bought, black friday sales, holiday specials, etc., etc., A campaign, that if done right, will increase your sales 10-20x.
This post is just about getting them hooked.
Soon. I will write about how you get them buying (The Product Launch Formula).
Thanks for listening.
Talk to you soon.