One of the most common challenges that email marketers face is coming up with new email campaigns.

We’re Kennedy and Fifi, and whether you’re stuck on what to say or when to send it, that’s exactly what we’re tackling in this week’s episode of The Email Marketing Show!

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Want to connect with Fifi?

Fifi is a personal brand and visibility coach who works primarily with introverted coaches and impact makers. She helps quieter people - those who have ideas they want to share with the world but struggle to put them out there. Fifi empowers them to find a way to share in a way that aligns with who they are. You can find Fifi on her website.

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How on earth do you come up with lots of different email campaigns, what to say and when? That's what we're talking about in today's episode. Oh yeah, it's email marketing Wednesday. You ready heroes? And this is the email marketing show.

It's time for a no bullshit look at how to make more sales from that email list of yours. Let's do it. Hello and welcome to the show.

I'm Fifi Mason from fifimason.com. And I'm Kennedy from emailmarketingheroes.com. And Fifi was just laughing there because I just warmed up my face and got like my voice and stuff to start and sound professional today and then you lost your shit. You made some very strange noises and it was hilarious. Look, here's the thing folks, one of the things you have to do in marketing is know exactly who you help and what you help people out with.

And one of the things I've realized is until any of us gets to a point where we're hitting consistently $10,000 a month and we're able to do that predictably and consistently, that we're constantly feel like we're reinventing the wheel. I know that's how I've felt in the past. And it's really hard to feel safe and secure is the word I'm looking for, secure in your business, especially in the coaching space, especially if you've got a course or you sell your expertise.

So what we've done is I've put together an on-demand webinar. So you don't even have to register and wait for a few days, literally carve out the time when you can go and watch this. And what I do in this webinar is I show you exactly how I have done this, gone from wherever I started to creating those predictable 10K a month and how I've done that over and over again in multiple businesses, multiple niches.

And it's free as well. So not only is it, you can watch it whenever you want, but it is free. You're lucky ducks.

So if you go to email, marketingheroes.com slash free class, free class is all one word. You can just get yourself registered. It's free.

And I'll walk you through the entire process. Oh, actually, have you got your phone handy Fifi? Cause I sent you a screenshot of a review that came in and I've just realized we could maybe read it out. Yeah, I can do that for sure.

I was just thinking, I like the way that you say secure. Secure. You say it secure.

Secure. That must be a normal thing. Secure.

Yeah. Secure. Do you say secure? Yeah.

I guess it is a U, not a ah. Secure. Well, I'm the person who at school, have we taught this before? My mum got me into trouble at school because until like probably 14 years old, said, you know that thing that's on top of some people's houses that smoke comes out of? Chimney.

Yeah. I used to say chimney with a L. So secure and chimney. Secure your chimney.

Well, that reminds me of when I was younger and I used to call a dressing down, addressing down. I think that makes sense though. It makes so much sense.

I think you're right. Cause sometimes you're like that person. Like I pronounced the, um, you know, the word segue.

I didn't know till probably five years ago that that wasn't the word seeing. Oh yeah. Yeah.

The English language. I know. I know.

Yes. You've got a review that somebody was nice to put on Apple podcasts, I think. So thanks to everybody who's been doing that, by the way, we are going to try and read them out.

We'll try and remember. So if you haven't left as a review of the show yet, leave us a lovely five star would be ideal on Apple podcast. Let us know what you're enjoying and share the crack.

Yes, please do. So we've got one from Krishna who says just one episode gave me ideas to create a with a thread of seven emails. That's seven emails that got high open rate and a high click through rate.

I treat this podcast like a study program. I don't listen while doing any chores. I sit down with my notepad and take copious notes and then go and implement it right away.

I've gotten so much out of this podcast and I am ever so grateful for having found it. Thanks Karishma. Karishma is also one of our customers and members as well who comes along to our calls and stuff.

So I know she's very much, very getting stuff done, being practical, taking action, which I absolutely love. Right. Well, that's enough dicking about, shall we get into the content? Let's do it.

Let's do it. So we're talking about the fact that it's amazing. I think for all of us, there are things we each find naturally easy and you have to remember, and it's very easy to forget that other people find them difficult.

So I might say, well, that's fine. You just write a four day email sequence. And then on the next day you do, and then someone's like, whoa, whoa, whoa.

What do you mean? What's in a four day email sequence? What the fuck are you talking about? Or you might say, cause you're amazing at frameworks. That's your thing, right? So you'll say, well, create a framework and then teach it. And people go, well, that's okay for you, Phoebe Mason, framework queen of the introverted world.

And for me, it's always been emails. I've always been good at coming up with campaigns. And what we thought we would do for you today was peel back the curtain as to how to come up with these email sequences, how to know what to write in your emails and the sort of how to create campaigns, basically, how does it work? What's my process and what are the things that we do? So we're going to sort of get into that, I guess.

Yeah, I think, well, I think it's more specific, maybe just ideas on how to come up with your next email campaign. So you're clear on what you're going to do next. Yeah, that's good.

Rather than just a random one, I think it's a, yeah. So for your next one, do what we're about to share with you. So I think the first bit, and this really sounds basic, but we're going to get into the details of what we actually mean by this, because it might not be exactly what you expect.

It's to pick the who. Who are you going to send this email to? And obviously, you go, well, my bloody email list, you idiot. You can't even say the word secure, which I'm now very self-conscious of, by the way.

You can't even say that right. Never mind. Tell me about your email list.

The way I think about your email list is basically made up of two types of people. The first bunch of people are your subscribers who have not yet bought anything. They're the people that you've in some way invested in to bring into your email list.

You've invested time or effort or energy or thought or passion or money, right? And probably a combination of a bunch of those things you've invested in them to get your email list. And they haven't returned the favor. You've gone first.

You've invested. You're waiting for some of those people to come and do something similar for you and invest in you. And so the first thing to do is to go, okay, am I going to email the people who are the subscribers who've not yet become customers? That's one bunch of people.

The other bunch of people who are on your email list are customers, people who have bought something, but you could offer them more stuff. Somebody who's bought something is 50% more likely to buy something else from you again, compared to a person who hasn't bought from you. So let's not forget, you can go and sell more stuff to your buyers because a buyer loves to buy.

There's lots of people on the internet who just will go and sign up for lots of free stuff. And you're going to have some of those on your email list. It doesn't matter how big or small your list is.

We're all going to have these two people. So what I do each time I'm sitting down and I'm looking at what my next promotion is going to be or what I'm going to do in the next month or whatever, I'm first of all going, which of those two segments do I want to make an offer to? Do I want to be doing something and creating something that's to get people to buy for the first time? Because think about the way you're going to approach that and what you're going to put together for them is very different. And what you're going to offer them is going to be different to people who've bought something from you before and know what it's like to work with you and perhaps have additional problems.

So until you pick the who, you see this all the time, people just making these broad, well, anybody who'll buy kind of offers. That's not how this works. So the first decision to make is who.

Is the point of this email campaign about turning subscribers into customers for the first time or is it about adding more value to and making more offers to the existing customers? Yeah, I think when you start writing a campaign, we automatically are thinking of those who've never bought from us. And that's quite a common thing. But when you have customers who have already bought from you, there's probably more opportunity with them.

There's more likelihood that they're going to buy something else as long as it serves them. So it's something to consider, isn't it? To break out the non-customers to the customers because they're going to be totally different campaigns. Yeah, totally different, totally different.

Especially when you, I mean, we'll get to the second bit is what. Surprise! There's some more bits to come, but what is the what can you actually offer them? That's the question. And for subscribers, the way I think of this is if they haven't bought anything, then you want to offer them something as dramatically different to what you've offered them before, because what you've offered them before hasn't turned them into a customer yet.

So if the last three things you offered were a video course, then maybe this fourth time, don't do a video course. Or maybe it might even, I mean, we're going to get into some of the details about making the offer in a bit. But also, if in the past you've used sales videos, try a written sales page or an audio or a different format.

So look at what's come before and do something different. So in the world of email marketing, if all I've talked about is here's a campaign to convert people, here's a campaign to convert people, here's a campaign to convert people, if I've done that three times in a row, fourth time around, I'm going to go, right, these people still haven't found something within that that's making them go, yes, I want to become a customer now. Yes, I want to go and find where the hell my kids have hid my wallet and buy.

So I might go, what is the most different thing I could find? And maybe they were all campaign documents, frameworks for campaigns. So I might go, do you know what? Instead of how to convert more people, I might go, have I got a bit of software that helps people do something? That's totally different. Or could it be something that helps them grow their email list? Like a different element that helps people in a different way and is presented in a different way.

But of course the question comes, what if you haven't got anything? And this is where you've got a really interesting opportunity to create some strategic relationships with other businesses where you could get paid to promote their product. And you get paid twice, right? You get paid twice to promote their other product. Because let's say Fifi has a thing, let's say you've got a thing, right? Where I'm like, hey, I'm going to tell my audience about this thing.

So for example, your summit, right? You've got this summit, it's coming up. What's the URL we can register by the way? thequietlyimpactfulsummit.com. thequietlyimpactfulsummit.com. I'm going to be telling my audience about that this week, right? That's what I'm going to be doing. What happens? Well, the first thing that's going to happen is every time somebody signs up for Fifi's product or whatever, I'm going to probably earn a commission.

Great. I'm going to get paid once. Then in the future, if I want Fifi to promote something of mine, if I want you to promote something of mine, you're more likely to do it because I've gone first.

So I'm going to get paid twice for that. So it's always nice to go first. And not everybody's going to return the favor.

You shouldn't expect them to. It should not be part of the prerequisite of the deal. I hate that I'm only going to promote if you promote thing.

I think that's bullshit. The world is bigger and more complex than that. But if you don't have an offer, which you are like, oh, this is totally different, then it doesn't have to be your offer.

Yeah, I like this idea. Actually, this reminds me, I got a message yesterday or the day before from someone who's having some kind of event in October. And she says there's 50% commission if people sign up and all this stuff.

And I was like, that actually could be a good fit. And then it's a great thing to offer if you've not got something that you like, you don't want to put it all together. You don't want to create the whole sales page and a new product.

You can just sell other people's stuff. I think we should, we should put a little, a little note. I'll put a note somewhere that we're going to do a whole episode about promoting other people's stuff.

Because I think, I think the whole affiliate marketing world has a bit of a taint. Everybody feels a little bit sick about it, but actually there's some really good ways of doing stuff. Yeah, definitely.

Definitely. I'm going to write a note about that. I also think when you have a product, like for me, it's coaching, then it's just thinking of unique ways of offering that.

So it could be splitting it out. And we've talked about this recently, rather than my whole coaching package, which is like a five month to six month long thing, I can just give them a component of that. And that could be an offer that I put out there.

Yeah. So rather than saying, Hey, join me for six months, that's a big commitment. You could say, Hey, have a little taster.

Think about them as like, I'll say this in a sort of harsh way that will hopefully resonate with people. Think of it as a gateway drug. Give people a sample.

That's why drugs have taken off so well, you know, because there's drug dealers putting them in people's hands and stuff in nightclubs, I guess. I don't know. Like I'm not in that scene.

And I wish I was cool enough to understand nightclubs in this place. Truthfully, I never really was, but people get samples. It happens all the time.

It's when you walk around Costco and there's a little bit of a sausage on the end of a stick and they're like, have a nibble of my sausage. You're like, I'd love to darling. And you go, that's lovely sausage, a little bit spicy, a little bit creamy.

I'll have a pack of that please. Oh no, we don't want to talk about sausages. I love sausages.

I'm trying to watch my cholesterol a little bit. And you made a point there that you're not cool enough to go to nightclubs. Well, I disagree.

Thanks. Thanks. Funny enough, I actually ended up in a club on Saturday night with some friends and I, I lasted long enough to get a photo taken against the wall.

And then I was like, right, that's quite enough. Thank you. Well, we've got to get our beauty sleep, haven't we? Exactly.

Exactly. So let's just briefly talk about the other bunch of people, like what to promote to customers. We're again, focused on those non-customers.

Can we find something different? A piece of software of somebody else's, a offer of somebody else's, or just a different packaging of what you do rather than it being pre-recorded, of course, that they can just buy and access now. What if you taught it live? There's lots of different ways of dressing that stuff up. And the whole point is to interrupt the pattern, to break the pattern of what you've done over and over again.

And that's the reason you need to come up with new campaigns every single time, right? It needs to be different every single time to keep resetting people's attention. We will get into that and how to do that in a What is Your Buyers? And what to actually offer those customers. Every time that any of us buys anything, we buy a solution, but we also end up with another problem.

So I think like the other week, I decided to make some cake that I tried when I was in Puerto Rico, I think it was. And it's called, I'm going to pronounce this crappily. So I apologize to everybody who speaks Spanish, but Tres Leches, right? Which is this fairly complicated sponge cake that you put three milks, hence the name of the Tres Leches, right? I've got the recipe, I've got the ingredients, and I'm now like, great, I now need to actually do it.

That's my next one. I'm not very good. I realized I don't have an electric whisk.

So off I went to B&M Bargains to find an electric whisk. So we're always buying a solution to the immediate problem, but then we are usually teed up with another problem. And that problem might be a knowledge-based problem, they need to buy some more information, or it could be motivation or accountability or focus.

It could be lots of different things. So going and observing, I mean, what are your favorite ways of understanding the needs of people? Like you've got a bunch of customers, they've been through one of your brilliant programs. Let's say they've been through your Impact Rules program, okay? So which was one of the most valuable things I've ever done for myself, absolutely truthfully.

It was game-changing for me understanding myself, my motivators, and why I do everything. So let's say it's me. Let's say I've been through that program.

What can you do? What are your favorite ways of understanding the next problem to solve? Do you have any? Well, I have this in my whole program, so it kind of goes step by step. But once they get to the end of all of it, generally it's then on to accountability. And I basically work out the different stages.

So the first stage is working out where they're at the beginning, what they need to break through that first hurdle, and you get to the next stage and the next stage, and eventually it gets to a stage where they just need a hand to hold as they implement. And so that becomes its own product because they want accountability. And that could be in all sorts of different ways.

It could be just Voxer and messaging back and forth, or it could be with some clients. I have a call with them every two weeks, so it just really depends on them and what they want. But I think if you put it together as a package and an offer, that would be something that people, when they're at that stage, are going to be more interested in because then they know it's available and it's something that they could actually get involved in and take on.

And I think the simplest way of doing this is if you're working with somebody, let's say you're a coach, you're working with somebody and you get to the end of the program that you're delivering with them, and you do your final session, and part of your final session is, cool, where have we come from? Where are we at now? And what's going to be next? What are your concerns now? What are your worries now? What are your challenges that you're now facing? And then if you feel like you can put together a solution to help them on that bit, say, cool, do you want to talk about how I can help you with that? I think a lot of us have developed programs or frameworks or solutions because they were needed, either by ourselves or by people who were helping. And I think just opening yourself up to, not just opening yourself up actually, I think having a distinctive part of the process that is planned in, where you purposely ask what people need help with, because then you get an understanding. Yeah, and this is something that I've worked with clients on recently, two clients actually, they have memberships and they're at a point where they feel like they want more, they want to do more, they want to offer something else, and the starting point is to just go to those people and ask them what they need, because as soon as they tell you, you can create that thing.

And both of them have come up with a variation of their membership. One is coaching, like one-to-one coaching, and one is going to be like a VIP kind of offer where they get more support, and that's just come from talking to their audience. Yeah, I love it, I love it, I love it, I love it.

So let's get into the hows, let's get into the hows of actually we do this. So once you've figured out which of those two segments of your list we're going to go for, and we've decided what we think is the highest valuable, most interesting thing that we could offer those people, so that's the what, well now we need to figure out how we can actually introduce this offer in a new way that's novel, that actually gets attention. And one of the things that you'll notice is that if you keep running the same launch sequence every time you open the cart to your program or whatever, you'll see dwindling results from that, from the people that you're trying to convert.

Because yes, you might have new audience in your list and they won't be tired of it, but remember each time you open and close, you are moving some people who are who knows last time into yeses this time, because they're becoming more familiar with you, the level of trust is going up, but also that means we do have to reset their attention. So this is the thing that I find really interesting and fairly easy, dressing up the offer in new interesting ways. So yes, our main offer is our Email Hero Blueprint program, but the ways people hear about that are vastly different.

There's a webinar, there's an on-demand webinar, we've done a challenge in the past, we do a summit, everything leads ultimately to people hearing about that same offer. It might be that this time we say, hey, jump on a call to talk about the offer. It might be click the button below and you can buy and enroll in the offer.

It might be that you have to join us live for a group event, or it could be you can buy a piece of the offer, what we call a splinter. It could be, hey, rather than me talking about this program, this big program that I keep harping on about, Email Hero Blueprint is the greatest thing ever. I'm like, okay, I've been banging on about that for the last three months.

What if this month, I show up and say, hey, do you want to buy this thing? It's only $500. No ongoing commitment, 500 bucks, really, really easy. Different people are going to go, oh, that's reset my attention.

I've heard something new that I haven't heard before. And this is the exact reason that there are so many different email campaigns, actually in the Email Hero Blueprint, right? There's 56 different ways that we have in there of dressing up your offer from a webinar, to a challenge, to a summit, to a launch, to wait lists, to literally every single thing. And the way you decide, I'm sort of on a little bit of a monologue now, but the way you decide on it is to look out what's going on.

What is your audience being exposed to right now? One of my biggest secrets to making really good sales from any promotion is not doing new stuff. It's doing stuff that is so old that it's new again. So do you remember years and years and years ago, people used to do the four day challenge.

You don't really see the challenge that much now. Not many challenges now. So now's a great time to do one.

If you dress it up in a new way. And truthfully, the challenge is actually just a product launch formula done in a different format. Let's remember what it really is.

But there's all these different old models. There's a one where we have a, we call it a boomerang campaign. And basically you say, here's the class.

It's about X really interesting, sexy thing. It's $97, but you only pay a dollar a day. Come attend the class.

And if you don't like it, just send us an email. You won't get charged the rest for it. Really old idea.

Really interesting. I've never seen it before. Yeah.

Yeah. Really. And then there's a whole campaign around like on the next page, you can say, Hey, if you're already confident, you can pay 47 a day and then we won't charge the 97 after, you know, there's a bunch of different things.

So it's all of these interesting ways of, yes, it might be a launch, but a launch is not a launch. It's not a launch. Like it's all these interesting ways of not just what the product is.

That's unique, but remember your offer is everything. Your offer, what you said, I'm putting a new offer together. It's not just the product.

It's the price makes the offer. It's the promise of it. It's the payment terms.

Is it half today? Half in 30 days? Is it a dollar a day and pay the rest? Every single piece of this is the bit that stands out in people's minds. Yeah. I think we're very quick to just go down the discount route, like to save money and that's very common.

So thinking of unique ways to price it and offer it. And the $1 thing would be amazing for most people because it isn't as big a risk, is it? And it's just a really nice way to get people to come along. And then if they really like it and they're going to pay it.

So it makes sense. Yeah. Yeah.

It's perfect. And it's all about just interrupting those patterns and presenting it in new, innovative ways. Here's an interesting idea.

What if you did, it was a three-day event, maybe it's a training that's going to take three days to deliver. And you say to everybody, Hey, you pay a dollar and then attend all of day one. And then the end of day one, if you're happy, we'll charge you the actual price of, you know, $600, $1,000, whatever it's going to be.

And you continue. So like, again, there's just all these different ways of going, how do I make this interesting? So people go, Huh? Because the more little interesting things there are, you don't have to have one big interesting thing. You have lots of little interesting things about you or about an offer, about a thing.

That's the stuff that's more sticky in people's minds, isn't it? I do like this. I also think that within the emails themselves, we can kind of interrupt the patterns with like imagery, with video, with just text. It really is dependent on what you're usually doing and actually changing up the way you showcase the offer and the campaign itself.

Here's one of my favorite ways of doing that. If you notice that you're like, Oh, this feels same old, same old, what you do, here's a cool little trick. I don't ever share for anybody is if you've got a pet, write the email from the pet.

Hey, it's Nova, the Bengal cat. I've just stolen Kennedy's laptop. He's sitting over there eating a family size trifle to himself with a large spoon in a coma.

Here's what I want to say to you. Can you imagine like that is such a one it's weird, but also it's not weird in a spammy way. It's cute.

It's interesting. And it tells us about you and obviously you're going to sign it off with meow. And you know, you're going to do those things.

So imagine if you sent your next email from winter, imagine. Well, maybe I'm just going to go do that now because that's so cool. Or, you know, if you're doing a Christmas promotion, imagine if you send one of your emails from Santa Claus, you know, ho, ho, ho.

It's Santa, Father Christmas from the North Pole. Kennedy's, you know, you could come up with so many. It's the Easter bunny.

And as long as it's tongue in cheek, you know, you could even do it with like a celebrity as long as it's clearly tongue in cheek. Well, I was just thinking maybe from your future self would be a bit more serious, but it's still different. What about from their future self? Yeah, that's another one.

That'd be cool too. So think about like, there's all these different ways. Oh my God, this is so different.

Yeah, loads of different ways of doing this. This is really interesting. I think, I think this has been really interesting.

Anything we haven't covered on this? I don't think so. I think, yeah, we want to talk about the pattern interrupt, the offers, and then who, obviously, I think we've covered everything to kind of just give inspiration for your next campaign. Yeah, exactly.

And if you're thinking, gosh, I'd really like to see how you do this. Literally go over, I teach it on that free masterclass that I talked about. Go to email marketingheroes.com slash free class, and you'll see me walk you through this exact thing.

So email marketingheroes.com slash free class. It's free, it's a class, and it's on demand. So you can just watch it whenever you want.

I think that'll really, really help you out. And now it's time for this week's subject line of the week. Weirdly, this is accidentally, on purpose-ish, an example of the pattern interrupt.

So the subject line I've gone for for this week is be a bad writer, full stop, please, full stop. The point of this email was to talk about the fact that if you're a really good writer, if you're like a Hemingway style, or like if you're a really fancy writer, people find that very difficult to wade through. Whereas if you write the way you speak, people can generally understand, especially your people who you're trying to attract.

If you're quite an intellectual, you're trying to attract intellectuals, then that will work. You write exactly in your intellectual tone. So you don't have to be super casual the way that I am.

But the whole point of the subject line, the reason I think it works, is it's the opposite of what people think I should be saying. So people think email's about writing. So the idea of pleading with people to do the opposite, be a bad writer, please.