With the rise of new channels and platforms, from SMS to WhatsApp - email is still the highest performing revenue generator. 

But the important question: how do you take your subscribers and nurture them right through to becoming customers?

That’s exactly what we’ll be talking about in this episode - let’s dive in!

Useful Episode Resources

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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.

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00:00.74

Kennedy Kennedy

What is the most effective way to nurture leads through email right now? That's working right now. Let's talk about that in today's show, shall we? Let's do that.

00:35.13

Kennedy Kennedy

Hello, how about email marketing Wednesday? Kennedy here, your brand new to the show. Welcome. It's great to have you with us. Make sure you hit subscribe on your podcast player because I'm here doing this for you every single Wednesday. We call it email marketing Wednesday. And if you're thinking, do you know what it is? I would really like to apply all of this stuff and figure it all out. And maybe you've got questions about some of this stuff.

00:55.62

Kennedy Kennedy

Then come and join us in our free Facebook community. It's called the email marketing show community. So just go to Facebook, search for the email marketing show community and come and join us. Get yourself in there. And I'm in there pretty much all day long. I should actually get some work done. So yeah, lovely. But yeah, this is this is one of those questions, isn't it? Like, what is the most effective way right now to nurture leads through email? There's a lot of people who are really good at lead generation. They get a lot of people signing up for their freebies, their free lead magnets. their

01:26.70

Kennedy Kennedy

um They go to events, they speak at events, they speak online, they do all these things. They end it with a whole bunch of leads, or they might even do cold outreach stuff. But how do you actually nurture these leads through email specifically? Well, the good news is that email is still absolutely the number one, the absolute king in terms of revenue generation, bar none. People do ble on, and it's amazing to me, like people ble on about,

01:54.33

Kennedy Kennedy

SMS is doing is crushing this. I'm getting these amounts of open rates. I'm getting these crazy levels of click-through rates. ah so and WhatsApp is getting these crazy levels of open rates. All of that is true, but it doesn't even touch the sides. It pales completely pales in comparison to the the level of engagement ah people and and the level of sales.

02:19.08

Kennedy Kennedy

I should say, through email, right? Yes, you might get better open rates on other platforms, but sales-driving activity, email is still by far the number one thing. And I think one of the reasons for that, by the way, is there's a whole shit ton of new legislation that's been introduced throughout this year around SMS, making it much more difficult. seeing We're seeing people having their accounts on SMS. Shut down.

02:45.83

Kennedy Kennedy

the client for our agencies, we're seeing their agencies, their clients accounts getting shut down. We're even seeing, because we are not being compliant and thinking they are compliant, but actually not being compliant um with their SMS stuff, we're even seeing some of these dodgy lawyers showing up and launching huge lawsuits against people because of what they're doing with SMS. I remember like,

03:09.35

Kennedy Kennedy

four years ago, three years ago, maybe even two years ago, when we did a webinar, we would just say, yeah, give us your ah give us your your phone number and we'll text you with their reminders. Honestly, we're not even doing that anymore because SMS is such a sketchy, dangerous place right now. Until I fully get an understanding of what's all going on with that as legislation continues to develop and change, and at that end of the world,

03:34.57

Kennedy Kennedy

ah becomes more clear, um then then I'm staying wildly away from it. Especially, it's all sort of amplified and made more difficult by doing this internationally, because there's different laws and different things you need to have set up and different um different verifications, the word I'm deeply seeking for there.

03:52.01

Kennedy Kennedy

um Different verification in different countries. So here in the UK, we need to have a certain a certain thing we need to pay for each month as a subscription to be verified and make sure we're legit. And then in the States, something different. And I guess it's different again in probably Australia and different again and in Canada. but And then you know you've got every other country in the damn world as well. um So that is getting pretty complex. With email, not the case.

04:14.74

Kennedy Kennedy

not the case at all. So bringing leads in and getting their email address, even if you're generating leads through ah SMS, through phone numbers, move people to email quickly. And then we're going to be able to do some really good follow up with them and actually nurture these leads. um So but there's some really key things to do.

04:33.90

Kennedy Kennedy

that you want to have in place to actually get the most out of those leads. Because you can spend all the money you want on leads, but actually, the number of leads is something you can't deposit in your bank account, you can't pay your mortgage with, you can't buy a car with, and you can't you know feed the feed the family with and buy a gift with.

04:50.87

Kennedy Kennedy

So what we can do though, is we can turn that into money. And that's that's really what we're about here at email marketing heroes. That is the crux of everything we're about, which is turning your subscribers in two dollars in the bank. So how do we do that? What's the most effective way that's working right now to nurture leads through email specifically?

05:10.01

Kennedy Kennedy

And I'm basically going to break this down into three different parts, right? The first bit is about, so it's three parts. Part one is initial attention. When someone joins your email list, you have more of that attention than you will ever have in the future of your relationship with them.

05:30.32

Kennedy Kennedy

And that means when you have most of their attention, you want to send them the most emails, right? I'm even working on campaigns with some clients and consulting I'm doing separately here, um where in that first day, we are sending a lot of emails. Why? Because theyre gonna be um at the beginning of your relationship with someone, they're going to open more emails.

05:54.99

Kennedy Kennedy

Especially, I mean, and only if they're valuable, only if they're really good things that they really want to get. Obviously what you don't want to be getting is like 10 emails in a day from someone, but they're all like, Oh my God, leave me alone. And some people are going to get pissed off about that. But we are going to sort of weigh that up with the economics of it all.

06:09.04

Kennedy Kennedy

So we want to have it so that when someone first joins your email list, they are going to go through a bunch of automated emails. I am blown away by still how many people have someone join their email list. They might get one or two initial welcome emails, and then that's it. They're into their broadcast segment. They're into whatever email promotion they happen to be doing right now. That really is the wrong way of doing things. It really, really is.

06:33.65

Kennedy Kennedy

because When someone joins your email list, you have a whole bunch of things you want to do with that person while you have their attention, right? So when someone first joins your email list, you want to have a series of automations which are in touch with them very regularly, at least once a day for the first 14 days mea um minimum, minimum.

06:55.86

Kennedy Kennedy

For us, it's like 60 days, right? At least one email a day. Some days, there's like three emails. Some days, there's two. Most days, there's only one email every single day because we have their attention. The other reason is, while we have their attention, we want to build that habit with them that we are going to email every single day. They they become expect it. They begin trained in their mind that they're going to open those emails, and so we keep more of their attention for longer.

07:21.34

Kennedy Kennedy

So that's the first piece. The second piece of this is that you've got to remember that different people are going to buy different things for different reasons, right? So I might buy some new shoes because they're in the sale, right? Because they're on discount. So I went to the local outlet, there was some new um Adidas Gazelles.

07:40.25

Kennedy Kennedy

I could never try any of that Gazelle before. I actually had never found any what we call trainers, the rest of the world calls them sneakers, but I never found any trainers that I actually found comfortable. I found them all so damn uncomfortable. And I've bought, um you know, just local, like high street brand ones. I've bought designer ones. I can try all these different things. I tried these Gazelle's and I was like, holy shit, these feels amazing. But they were also on discount. So like I bought them.

08:02.31

Kennedy Kennedy

But there are some things you don't want to buy on discount. And there's some companies who don't even do discounts, like Apple. That's not the Apple sale. That's not a thing. They don't do discounts. It's not part of their brand, right? so But there's different reasons why people buy different stuff. So I might buy some things because they're on discount. I might buy other stuff because they're new.

08:23.26

Kennedy Kennedy

Right? Like, if there's a new game for the PS4, PS4, PS5, what's the newest one? I can't remember what number it is. Whatever the PlayStation is that I've got, I need to look at it. PlayStation 5? I think it's the 5. Yeah, yeah, yeah. Okay, so it's PlayStation 5. If there's a new game out for that,

08:40.54

Kennedy Kennedy

i like I like to get a new game. I don't really want to get an old game. So I will buy that because it's new. and so But there's a load of different reasons that different people buy. Some people buy it because of objections. Some people buy it because they've learned something. like There's a whole different bunch of reasons. And that's the reason that in those initial emails, that's somewhat when someone joins your email list, the best way of nurturing them is to appeal to these different buyer triggers, the different reason that people buy. And you want to do that.

09:06.48

Kennedy Kennedy

by using lots of variety in the emails and by variety I mean if your emails are always hey I've made a video for you go watch this video and you just like sending lots of links in videos there's not much variety and And the problem with not having any variety is that doesn't reset the attention in someone's brain. Whereas every time you ever do something that is a dramatic change, a ah huge variety for them, you reset their attention. They're like, huh, what's this person going to do next? So it might be a video a day. It might be a webinar that are going to do live next week where you get interact. Well, that's very different. And there might be a survey I'm asking you to complete the next week.

09:46.94

Kennedy Kennedy

It might be a page that I want you to go and read. It might be a Google Doc. It might be a Google Slide presentation. It might be a cool calculator I've made inside of a Google spreadsheet. There's lots of ways of of ah resetting engagement. So that's one of the other things we have to do to to really nurture leads is to get them to engage. And what we need to do is focus on things in our emails that move them from a passive reader to an active engager of our stuff. And the way you do that is not by sending just just flat emails. It's by getting people to do stuff. Hey, reply to this email. oh Now they're on an active state. Hey, can I ask you a quick question? I've put it into a one question quiz over on this page. They're now in an active state, an interactive video, or a ah live webinar.

10:37.38

Kennedy Kennedy

or a Q and&A set. like How do we move people from being in a passive state to an active state? Because when they're in an active state, they're now immersing themselves in the problem and therefore your solution that you solve. So now the person's now immersed and they're making this problem something they're now considering solving.

10:56.13

Kennedy Kennedy

Because until we move people from a place of knowing they've got a problem to considering solving the problem, we cannot sell anything to them. We cannot offer anything to them that they're going to say yes to. So we need to move people into a state of mind where they are considering solving the problem. And this is an issue I see over and over again when I'm looking at people's offers.

11:23.10

Kennedy Kennedy

I say, you know, why is that not converting? You could be sending the best emails in the world to all that sales page. And it's not going to have the best conversions because you haven't moved people to a place from knowing they have the problem to considering solving the problem. And this idea of considering solving is a real dramatic change so I want you to really think if you take any one thing away from a day's episode is to move people to a place and get them to a place of considering solving the problem if you can do that you are already light years streets ahead of what most people are doing in their marketing

12:00.71

Kennedy Kennedy

The final, on the third stage of this is the long-term check-in, and I call this the rollercoaster, okay? This is having a long-term strategy that for the people who are not ready to buy within the first 14, 30, or 60 days are not ready to apply or to book a call, whatever your call to action happens to be, you know, it works across the board.

12:23.82

Kennedy Kennedy

13:14.35

Kennedy Kennedy

Is that right? Was it in the June? I think it was the June before that, that I went to Florida again on some business and for an event. And I went to Universal Studios. And there was that whole crowd, which has all these loop-de-loops. And that's what I'm talking about with the roller coaster. So dragging this kicking and screaming back towards email marketing and telling me and and not um spending the whole episode talking talking about how much of a scaredy-cat I am. um um about roller coasters, I always look at it, I was like, oh my God, those people are screaming, they do not sound like they're having a good time. Like, why would you want to get on that? That sounds awful, right? But the the roller coaster.

13:51.09

Kennedy Kennedy

And they call us the rollercoaster because over someone's journey with you, from the moment they join your email list, they are gonna go on a rollercoaster of a journey, not through your emails, but through their personal life and through their business. Things are gonna work, things are not gonna work. They're gonna change their mind. They're gonna pull out a love with some products and offers and ways to do stuff. They're gonna have different changes in offers and products and team members and things they wanna do, their market might change.

14:18.19

Kennedy Kennedy

they might, they might completely change, they might break something, they might do something really good, they might discover something, they are going to go on a roller coaster journey over that time. And during that roller coaster journey,

14:29.52

Kennedy Kennedy

We also, this is like a double roller coaster metaphor for you. They also need to be hearing from you so that you can check in with them. You want to be checking in with them so of that at the point when the the part of their roller coaster journey that aligns with the solution you offer, when they're at that point, you are there. They haven't forgotten about you. You are there. So how do you do that?

14:53.82

Kennedy Kennedy

You basically create that loop to loop, right? You have a bunch of emails which are designed. They might be sort of, and let's say they're going to be every eight weeks. I just take it as an example, right? Every eight weeks, or I think it should be a lot less than that, by the way, I think it's every six weeks, but every six to eight weeks.

15:12.37

Kennedy Kennedy

um have just a check-in email that's like, hey, how's it going with your with your whatever it is you saw? Hey, are you ready to move forward with some email marketing? How's email marketing performing for you? And I would just, ah basically you write a bunch of emails, so probably eight months of those emails, and then you put them on loop. Because I'm not gonna remember the email that they got eight months ago from you. So if you just do,

15:38.75

Kennedy Kennedy

a an email for every six weeks and you do that over the course of eight months and then you loop them so that people are in an infinite loop of these emails that are checking in they look personalized they're not like these big content driven things they are They are just checking in. They look very personal. They're very stripped out. Take your super signature that you're out. Make it look very much from you. And so that's what we're going to do with this roller coaster for long-term check-in. So that that if you combine those three things, having automations for people's when you've gotten people's initials attention initial attention,

16:15.61

Kennedy Kennedy

You're going to speak to the different reasons that different people buy, by using variety, by using different buying triggers, and appealing different buying triggers, and then having this long-term check-in rollercoaster campaign. That three-pronged attack is the most effective way of nurturing leads. Now, let me tell you why.

16:35.97

Kennedy Kennedy

because you are taking care of the people during the beginning of their relationship with you, so you establish yourself in their mind, and you build up all the beliefs, you build up there and their understanding and their awareness of your offerings, and for the people who have take a long time to decide, you are there with them long-term. Look, when I was being a full-time entertainer, when I used to be an after dinner corporate,

17:03.92

Kennedy Kennedy

and a comedy mentalist doing corporate shows. People ah used to ask me, how are you so booked up? How are you so busy? I was doing three shows a week. I was making great money. I was traveling all over the world. I was having a great time performing the show that I love performing, making people laugh, making people go, wow, it was really good fun at corporate events for all kinds of companies, right?

17:22.46

Kennedy Kennedy

But the reason I was so booked up was because of this roller coaster campaign. It was because when somebody called me up, and I couldn't do the date because I was already booked, I would say I'm afraid I can't, they would go into my roller coaster campaign, which would basically follow up with them like a year in advance, a year and a a year and and in time, like a year and in in the future, but and get them booked in for that one.

17:47.93

Kennedy Kennedy

I was making way more bookings from things I said no to, or they had said no to. if I was doing cold outreach and they were like, oh no, we're already booked. I would ask, oh, oh, that's amazing. i I hope it goes really, really well. When was it you actually booked that? Oh, I booked it back in, you know, three months ago. I would then put in, I'd put them in the automation to be followed up with in, in nine months time.

18:12.87

Kennedy Kennedy

Because I know that's when they're booking. So again, and and that's how I actually filled up my calendar. It was extremely, extremely effective. So you could be making sales from people who are not ready to buy now, but in a year's time, in four months time, in eight months time, in two years time, three years time, you will be grateful you set this up.

18:36.31

Kennedy Kennedy

You know, what will future you thank you for doing? It is absolutely setting up a roller coaster campaign. So there you go. That is the three most effective ways of, um, of, of nurturing leads by email that I know of today. If you implement them, you will absolutely, um, absolutely nail it. Okay. Okay. Now, thou it's now now it's time for this week's.

19:05.28

Kennedy Kennedy

Okay, um this one is what's your score? And then in parentheses, out of five question mark. And this one works really, really well. So let me give you the context. The email is like, let me share you ah share with you. um ah ah Basically says let me share with you one simple way that you can keep your subscribers engaged, increase your sender reputation, get high click through rates, reduce spam complaints, make more sales like they're the five things that people will will will want to do. Okay.

19:33.61

Kennedy Kennedy

So I have like a list basically. I had a list of different things that the outcome of what I'm going to teach or or talk about or link to is going to do. In this case, I was actually listen like linking to a previous episode of this podcast. So I basically made a list. And I thought, how am I going to make that really interesting? So the subject line is, as I said, what's your score in brackets, in parentheses, out of out of five question mark. People want to know what's my score and what. People always want to know how they measure up against something. So even though I'm not actually linking to a quiz or anything, I can still use the fact that we like to know, as human beings, we love to know, how do we measure up?

20:09.71

Kennedy Kennedy

How do we measure up against ourselves, our previous selves, against other people, against a global benchmark? what What's your score? And then I made it more specific. And I thought, what's your score? Sounds a bit bland, but the specificity, and this is one of the bits of ah feedback I give to copywriters all the time when I'm doing copy consulting or something like that, is I'll say, get more specific. In fact, I was doing a copy consult yesterday for a very successful copywriter.

20:35.06

Kennedy Kennedy

multi-six figure copywriter. And the big takeaway there was for him was really specificity. So here, what's your score too broad out of five? Oh, okay. That's going to be interesting. It also tells me that the scoring process is going to be quite short. Whereas a lot of people think that quizzes are going to be long, quite involved. This tells me it's out of five. Well, it'd be interesting to find out how many out of five I'd like to be. I'd like to be a number four at least, right? So that is it. that That's it. That's what's your score out of five.

21:04.62

Kennedy Kennedy

that's this week's show hope you've enjoyed it and it was a bit of a longer episode I really wanted to go deep on what's working right now to nurture leads you've got those three phases please go and implement them as you know inside of your blueprint program for every everyone who is a student of that you'll know that we cover all of these and give you the campaigns to do all of these and and show you how to automate it and give you the framework to actually install into your business to do all of that. If you're if you're all thinking, oh, I'm not in that yet, and you want to come and check out all the details, go go over to emailmarketingheroes.com slash blueprint, emailmarketingheroes.com slash blueprint, check out all of the details. It literally is the most incredible program

21:46.07

Kennedy Kennedy

for generating more sales from the leads, from the subscribers on your email list. Okay, I will see you tomorrow. I'm looking forward to it already. Tomorrow? I didn't mean tomorrow. I meant next week. I'm an idiot. I am looking forward to it though. See you next week.