WTF is an automated customer journey and why do you need to worry about it? We’re Kennedy and Fifi, and today we’re going to dig into what automated customer journeys really are, why they work, and how to build them into your email marketing strategy. 

Plus, we’ll even peel back the curtain on the SCORE Method, our proven framework for engaging subscribers and turning them into buyers, without all the fuss and confusion.

Let's do this.

Useful Episode Resources

Recent episodes

How to Come Up With Your Next Email Campaign (Without Overthinking It)

The Surprising Thing That REALLY Impacts Your Email Deliverability.

Why You Need to Avoid These Email Marketing Mistakes. 

FREE list of the top 10 books to improve your email marketing

If 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 group

If 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 $1

This 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

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 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.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) 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 is an automated customer journey? Why do they work? How do they work? Should you have one? We're gonna be talking about all of that kind of stuff 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 am Fifi Mason from FifiMason.com. And I'm Kennedy from EmailMarketingHeroes.com. And here's a thing I've been secretly doing in the background. For the past five months, I've been training an AI to beat my subject lines. And basically, I've been doing a split test every single day, pretty much, testing a subject line that I've written versus one that this AI I've been training, and then feeding results into it.

It's beating me over 80% of the time in getting more clicks and opens, which is both embarrassing as a person who's been writing lines for a bloody long time, and also amazing because at the end of the day, why would you use AI to do something unless it's going to do a better job than what you're doing. And right now, you can get it for free. At the minute, I am making it available for free.

I don't know how long I'm gonna keep doing that. But if you go to EmailMarketingHeroes.com slash subject, EmailMarketingHeroes.com slash subject, you can grab my AI tool that will write the subject lines for you that beat professional copywriting. That sounds really, really cool.

Yeah, I'm really pleased with it. It's been one of those things I was like, I feel like AI has moved on quite a bit, right, over the past, definitely the last few months. And I always thought, what's the point in using any of it if it's not gonna be better than what you would do just by doing it? Because I remember people like writing 300-word prompts into an AI, like ChatGPT, in order to get like three words out of it.

You know what I mean? Like, you could have just done the bloody work and been less frustrated. So I thought, wouldn't it be interesting to actually train it over time? Like, this is working, that one beat that one, this one got better. And we're constantly, you know, we update it every month or so.

I'm giving it new database on a split test that I run because I still split test it pretty much every single day as well. So yeah, it's really, really cool, especially when sometimes you look at your email and go, what the hell should this or how do I make this like jazzy and snappy in the subject line? Yeah, and we have talked about this before, I'm sure we have. But I think just using AI in that way is so cool.

I think there's so many advantages as well as a lot of things that could be, yeah, a bit troubling when it comes to thinking of the future of AI. But yeah, got to use it to our advantage where we can, I suppose. Definitely.

What have you been up to, by the way, since that last portion? It's been a little, I think it's been like a week, hasn't it? It's been a week. What have I been up to? So I had a fun weekend. I went to a country music gig, which was fun, which I loved.

Yeehaw! Do people at country music gigs do the yeehaw thing or is that just not a thing for them? Well, I do like a bit of line dancing. So it does come in to when you're doing some of the moves and stuff. Some of the moves.

Because you were learning. You were going to learn this thing. I am learning it.

It's so fun. Are you good yet? I'm getting there. Maybe one day I'll show you and maybe I can teach you some.

That sounds good. Yes, we'll do that. We'll definitely do that.

Okay, we'll do that. Yeah. So you've been to the, is it still festival season even at this time of year? No, this was just a gig.

This was just a gig. Oh, sorry. It's getting really popular in the UK now.

They're all over and I'm up for it. Well, actually, I mean, it's interesting you mentioned country stuff because of you and some other folk that have been listening to lots of Luke. Is he called Luke Combs? Is that his name? Luke Combs, yeah.

Yeah. Well, obviously everyone went ballistic about his version of Fast Car, which is obviously incredible. But then the other day I was traveling.

When was I traveling? I was traveling like back from a mastermind or an event. I was speaking about something and I thought I'm going to put this album. I'm going to put one of his albums on.

You know, list. And it was just really good. Really, really good.

Modern country. It's, uh, it's very popular nowadays. Yeah.

So what have you been up to? Literally listening to Luke Combs and a bit of Chasing Dragons and squeezing that in between my usual musicals playlist. That's what I've been doing. Yeah, we're just, it's really interesting time in the business.

I'm really excited. We've got some really, really awesome new programs that were rolling out that we've wanted to do for a while. And yeah, we've got some really cool stuff going on.

So everybody who's on the email list, you'll be hearing about those. Really, really, really excited about them. So we're talking about automated customer journeys.

What do we really mean by that? Well, when you, when you think of automated customer journeys, what does it make you think of? Apart from like, that sounds like a big wonky thing that the corporations do. Let's do a customer journey. Let's map it out on the wall and be fucking whatever.

Yeah. I have two trains of thought with that. It's kind of like, well, it sounds complicated and a bit dull and in those terms.

I'm so pleased we called this episode customer journeys then, because let's call it the dullest thing we can possibly think of. Yes, let's think of that. But I actually then start to think with my visual brain of how it all kind of, in a visual way, how it kind of looks and how you have the step-by-step of how you're going to take someone from A to B. So I start to get excited about how I can do that in a more fun way, I suppose.

Excellent. We've gone from dull to fun. That's nice.

Win, winner, winner. Yeah, I think the way that I think of it, and I don't really like this term customer journey, but basically for me, it's just like somebody comes into your world and then what's the steps they go through and what's the route, what's the path they take, and how does that serve them and their interests and how does it contribute towards presenting the right offers, the right places to connect with you, to move them to whatever they need to do, whether it's a buy thing, attend a thing, register for a thing, apply for a thing, whatever it's going to be, right? And I think there's the first element of the customer journey, isn't there, which is getting somebody to turn from a subscriber into a customer. There's that bit.

And then there's the what happens when they become a customer, and that's like making sure your fulfillment, making sure that their experience and they've got really good touch points and they don't feel like just a number. I know that in the past, one of the things I've definitely been guilty of in a previous business I had was I was very much focused on the numbers, like how many sales did we make this month? And I didn't put anywhere near enough attention on making it a good experience. Now, I don't want you to think for a second like it was shit, because it wasn't shit.

They got the stuff that they paid for. It was a great program. It really was.

But there wasn't all the nuance. And maybe I'm being unfair to myself because today it's easier and there is more stuff you can do today. And I think it's more important today to do that stuff than it was perhaps back then.

I think now you do have to really take care more than ever because you don't want to be treated like a number. Yeah, for sure, for sure. Yeah.

So I think the bit that happens before somebody becomes a customer is the most important thing. And this is actually the thing that our entire Email Hero Blueprint program is really about. And I thought it would be quite fun to sort of peel back the curtain and share how we actually do that.

What is the actual core thing? And why does the Blueprint work so well? What is the secret sauce, I guess, if you want to call it that? It'll be not so secret after this episode. Because this is really about how do you get more of the subscribers who you attract onto your email list? How do you turn them into paying customers? Because I don't know about you, but when you're running ads or when you're doing an event or if you're doing anything to attract new subscribers, there is a higher resistance than there ever has been to get people onto your email list. Like the cost of ads is higher to get per new subscriber you bring in.

It's costing more than it's ever cost. It's never been this expensive that I've ever seen. Or if you put a lead magnet out onto your socials.

Back in the day, 10 years ago, or even six or seven years ago, people would leap all over that. I remember just four years ago, people would run a challenge and holy shit, it was full. But now you've got to work so much harder to get people onto your list.

And then once they're on your list, they're so distracted because they're on everybody else's list, that it seems harder to convert them. So we work harder to get people on your list. And then we have to get paid back for that.

Yeah, I've noticed this, actually. In my own things, in the last year or so, it's been way harder to even just initially get seen, but then get people to buy into it, even if it's free. There's just so much out there.

It's just saturated with different things, different solutions, different methods of how to do whatever it is you're going to solve for your audience. And well, you can't do all of these things. Our attention is just all over the place.

So yeah, for sure. And do you think, rather than trying to figure out what do our audience want and try and project, well, I think they want this because it's already theoretical. I like to look at my behaviour when I'm wandering around the internet and I'm scrolling through LinkedIn, Instagram, Facebook, whatever.

And I'm thinking, well, what does it take now to really get my attention? And it just takes a lot more. It takes a lot more for me to go, I'm going to download this new PDF, this new book, because at the moment I'm about to, I click on the ad and then the page comes up or the form comes up and then my brain goes to, mate, you're so busy. You've got so many other things on.

Are you ever going to read this? No, you're not. Hit the back button. And you just cost that person a click and impression and you didn't follow through.

And now they can't convert you. Am I alone on that? Or have you seen yourself do that kind of thing too? I see that. I also see, I see myself kind of rolling my eyes at a lot of things because it's so overdone.

But yeah, I do think, oh yeah, that could be a good thing. That could be the solution. That could actually get me closer to where I want to be.

But then I think where it comes from is more, I'm not in a space of learning. I'm in a space of wanting to do. And maybe we go through phases of that.

We want to learn so that we can then implement and then implement once we've implemented. And if we need more solutions, then we go seek those solutions. And it's kind of, unless you're stuck in that trap of just learning, learning, learning and not taking action.

So yeah, I think looking at your own behavior is also key because it helps you to change what you're doing a little bit. Yeah. So once we've got people onto our email list, I think because it is, I'm not gonna say it's harder, but it's just, it's different.

And you have to work a bit harder to get those people onto your email list and get them to stay engaged and stuff. What most people do is somebody joins their email list. And at most, when we start working with people, at the most, they might have a welcome sequence in place.

Like a couple of emails, which are like, hey, this is who I am. And this is why it's different. And this is why it's good.

And that's where people mostly are starting out when they come to our world. Some people have got a bit more than that. And they've got some campaigns they've run in the past, the sequence they've run in the past, which is cool.

But really, at the moment someone joins your email list, that's the time when you've got their attention the most. Like you're never gonna be more attractive than you were at the time when they just found out about you. Because they're like, oh, this is important to me right now.

But you've only got a little bit of time to get their attention. And then you really want to crank that attention up. You want to become more important to them rather than what most people have happened, which is you decrease in importance because you just blend in with everybody else who's shouting stuff at them in their inbox.

Hey, you should be doing this. And here's a story about that thing. And all the stuff that everybody's doing now because everybody's learning this stuff.

And probably because they listen to the show. But because we all learn this stuff. So what we do instead is we have a series of automations.

And it's a series and it's automations. It's multiple automations, which move people from just starting your email list to understanding and then wanting your main product, whatever that might be. So for us, it's telling people about, in a sort of very meta way, it's talking about our email hero blueprint, which is where we actually help people to... and give people the thing to install to actually do this stuff.

And the big realization for me was, not everybody who joins your email list is going to buy for the same reasons at the same times. So not everybody buys on discounts. Everybody thinks, oh, well, all I do is I'll do a flash sale.

I'll do a discount. Well, I don't buy everything based on discount. Like Apple never do a sale, but I still bought an iPad or I still bought a computer or whatever from them.

They never do a sale, but they have different ways of compelling me to buy those things. Some people buy because there is a discount. On some things, but some things you don't want to get a discount on because you'd be like, I've got some health, some of those greens powders, but it's 50%, it's 20% off because the, you know, what's wrong with it? Do you know what I mean? Like it can cause some questions.

What's in it? What got into it? You know, what's not in it as well. But we don't all buy everything for the same reason. And I think there's a real unfortunate thing that a lot of people who teach email marketing, or certainly that sell templates of email marketing, pretty much all of them rely on some level of discounting.

And that is only appealing to one of the reasons that some people might buy. It's not appealing to everybody. So how do you do that? Well, that's why we have this thing called the score method, which is a series of psychologically stacked email sequences.

Each one of them deals with a different and speaks to a different type of person who's on your email list, who buys for a different reason. I love this because, well, you know me, thinking in frameworks, it's quite memorable. So being able to have that, to follow like the step by step of what's going to be in these emails.

And I know you want to break it down a little bit for those listening, which is cool. But it's just key to, yeah, as you say, bringing in those fresh ways of looking at it. And waking people up, getting them to respond to what really incentivizes them and what gets them excited about something.

And yeah, I'm a bargain hunter. So I do like, I do appreciate the odd discount here and there. But I also think if something is a value and you all the time, you're just discounting it, it's going to diminish the value of it.

So you have to bring in these different ways of putting your offer out. And there's some people, and it's amazing, some people, I'm like, do you ever sell this for anything for a full price? Because all I ever see is the discount. You know, it's like the furniture shop, SCS and the other ones.

Like, and the sale's ending this weekend. What's going to happen next weekend? There'll be a new one. Exactly.

Yeah, it can devalue it. So let's get into what this score method is. The first thing we want to do is, the first bunch of emails, usually about six emails, the S in score stands for sales, right? And that's going to be a direct sales sequence.

And that is really to appeal to the people who've joined your email list because they've got an urgent problem. They believe you've got the solution to it. They want to solve the problem now.

They're basically like hyper problem aware, looking for a solution. They've got credit card in hand. They're like, just show me the best solution you've got.

And the best solution any of us got is the paid product we've got because we've put our heart, soul, everything, our passion, knowledge, expertise into that. So that's the first thing we do. Everybody gets to that.

The great news is, one, those people who are urgently wanting to buy, get to buy. We don't tease them. Imagine somebody like walks into the emergency room, into ER, and they've got their leg hanging off and there's blood flying up the walls.

And they hop in, when I say walk in, they hop in to the emergency room, hop, hop. And they're like, doctor, doctor, and I really need you to help me. The last thing you want is the doctor sitting down and going, hi, let me tell you why I got into medical school.

See, my parents really wanted me to be here. And you're like, well, I'm going to bleed out on the floor. That's not what you want.

Those people need your urgent care before they bleed out. So those people are taken care of. But at the same time, the vast majority of the people who join your email list are not going to be the urgent buyer.

The S, that sales sequence, doesn't piss those people off. What it does is it creates the context. It tells the subscriber, this is what I've got.

It introduces the product, the offer, and why it's good. So now the rest of your future email campaigns and your live newsletter later, all of those emails are all going to people who are already completely informed about your offer. I bet right now on most people's email list, there are people who don't even know what the fuck you sell.

Definitely. Yeah, yeah. I see it every day.

I see this every day, which is why the first thing I want everybody to see when they join our email list is, this is what our main offer is. Just so you know, when the time is right, this is what you can go for. My favorite way of doing this is with the Overture campaign.

That's one of my favorite ones. Yeah, so the Overture campaign, that's one of the campaigns inside the Blueprint. It's so simple.

It's six emails with a gap between each one. Like when we say automations, like they're not difficult. Automations only need to have two things in them, really.

That's emails and wait times between emails. That's all it's got, you know, but it's just structuring that stuff. So yeah, it works really, really well.

That's one of the first campaigns we have most people install in their business. Of course, at that point, when that's finished, six emails later, the people who have wanted to buy then have, and everybody else has been well-informed about what your offer is. So now we can't just keep beating people over the head with, and what about buying this? And then the next week, what about buying this? Which is what most people do.

You should buy this other thing. What about this other shiny thing? And by the end of it, you're like, hang on, this feels like I've gone to a market store and they're like, do you want two puddles of strawberries for a pound? What about a cucumber? What about, I've got some lettuce over here. I've got, oh, my kid doesn't play with his Lego anymore.

Do you want to buy that? Like it ends up with this like, fuck, please buy something. And it becomes confusing. I love how enthusiastic you get about these things.

Well, you know, you know. So what we want to do instead is still keep talking about the same one offer. Most people screw this up because they move on to talk about a different offer.

Instead, we'll have to realize the reason people haven't bought this thing from you yet is not because they don't want it. It's because they don't understand yet why they want it. You haven't communicated in a way that has that penny drop moment for them where they go, oh, now I get it.

Now I've got a reason to buy for me and my problem that I've got and stuff like that. So the next thing I'm going to do, the C in this word scores, we've had S for sales, the C stands for content. And this is not sending content for content.

Say, go here's a link to my blog. Here's a thing like me. Like it's not that stuff, again, it's adding more distraction to people, which is none of us need more distraction.

None of us need more overwhelm. We're going to keep people focused.

But the content-led campaign is going to be content-led sales, right? So that means the simplest version of this, and you can dress this up in lots of different ways. I think this is the category of campaign we have the most of among our 46 campaigns in the blueprint, because so many ways of doing this, right? But I'm going to give you the simplest one. Imagine if in your sales campaign, you're sending people to a video, which is like, hey, if you've got this problem, here's how our thing solves it.

And it's like a normal sales video. In the content-led campaign, you were sending to another video, but instead of being like, hey, if you've got this problem, here's how the solution works, and here's how our thing solves it. Your content-led campaign starts off by actually giving some value.

It starts off by teaching something, where they learn something, basically, it's content. And then it transitions into, well, if you like that, if you want to make it faster, easier, or more certain to get an answer from, or the outcome from, which is the only three things that we can sell anything on, right? Faster, more certain to get the outcome from, or easier, then you can enroll in our program. But it is cloaked in a piece of content, because it's valuable upfront.

And some people, because they've now spent a bit of extra time with you, they've learned something from you, they've gone, oh, this person knows what they're talking about. They've taught me a cool thing, right? You were talking to me earlier about somebody you've just learned about who helps with like sugar cravings, and this person's gone first. They've given you a bit of content for free about, hey, if you do this with your breakfast routine, then you won't crave sugar for the rest of the day.

And that person's gone first. But now you're thinking, you're saying to me, I'm going to investigate all the stuff that she's putting out there. Why? Because she's taught you a thing first.

You've engaged with her style. You've gone, I've learned something new I've never learned before. And it also, it's really practical.

It's going to fit in for me. All those decisions get to be made by using that content led campaign. Yeah, I like this way of doing things as well, because it just feels much nicer.

Like it's less sleazy in terms of having to be salesy. It's a challenge for a lot of people thinking that they're going to be shoving things down people's throats all the time on their emails, trying to get a sale where this just leads with value. And it doesn't have to be complicated.

As you say, it could just be a simple video where you're giving value, and then it leads on to the product or your main service. And there's other ways to do it as well. And I have tried a few of the different campaigns.

And they're all unique and different in their own way. And I love them. But something I'm doing right now is doing more masterclasses as well.

And that kind of is another one of those campaigns. So what are the content led ideas can you think of or suggest? Yeah, so it could be you send somebody to a blog post. And if they go and read the blog post, you then know they're interested in that particular topic.

So you might have a slightly more complicated, I mean, still not very complicated in modern technology. But if they go and read and engage that blog post, you could send them into a different automation, which is like, hey, because you enjoyed that, we make that easier, faster, more likely to be successful in this element of our program, enjoy the program. You could send somebody to a survey, a quiz.

It could be a Google Doc. It could be an audio. It could be a podcast.

It could be a private podcast, like a webinar. A webinar, like, or you might call it a masterclass is another content led campaign. So people come along, they register, they attend, they learn a bunch of stuff.

They're like, wow, this is great. I'm learning something new. I'm learning a new way of doing this, which I haven't heard before, which I think is gonna be really practical.

At the end, you invite people to the next step. You extend that invitation. So webinar is another really good way of doing that.

A challenge is another content led campaign. Again, we have a whole campaign for each one of these things, actually, but a challenge, you know, hey, I'm doing this three-day challenge, four-day challenge, five-day challenge, where I'm gonna teach you how to X. Well, what happens in that challenge? You lead with a whole bunch of content. And at the end, you make that offer.

A summit is another really good content led campaign. Over the next X days, weeks, or a month, or however long your summit is, with all these different multi-speakers, again, lead it with all this value, lots of content. At the end, some kind of offering.

So as you can see, they can be all kinds of scale, from written stuff to a short video, a long video, up to an in-person event. Lots of complexity there. I'm not saying you should start with an in-person event.

That might not be the... I mean, hey, you do you and all that, but all these different types of things you can do. Yeah, I do think some of those are much easier to automate, of course, so an in-person event, or a masterclass, or even a summit is gonna be much more difficult. But there are ways to make them evergreen and automate them.

And I imagine like a challenge, for instance, once you've run it, once you've done it live, you've got all the videos, you could put that into a little series of emails. People can sign up for that for free, but also it could be something that you would just offer to those who are already on your email list if they haven't already been through that. So yeah.

And we do exactly that with the webinar, actually. So we sometimes run the webinar on the front, so people can join the email list to enroll for the webinar. But if they're then in our email, in this score engine, if they get to that O, the O element, and they haven't been through the webinar before, we'll invite them to watch the webinar.

Why? Because some of those people will want to spend time with us in order to get to know you, build a bit more trust as well. Yes, yes. Yeah, so that's the C. I'm gonna pick up a bit of pace now, I guess, because we're getting on, we're gonna make this a three-day episode.

I guess also a podcast, by the way, like this, is a content-led campaign kind of thing. The O is objection handling, right? It's an objection handling campaign. And there's a couple of different ways you could do this.

But basically, you're gonna appeal and have a whole series of emails, which appeal to the reasons people might not be buying, or enrolling, or booking the call. And usually people will have an objection handling element of a sales sequence and a content-led sequence. But to have an entire sequence, which is all about objection handling, is really, really powerful.

And almost nobody does this. Two ways of doing this. The simplest is to have a series of emails, just automated one after the other, which say, hey, I've noticed you, I've been telling you about my program, my main thing, and you haven't enrolled or booked a call, whatever the call to action is.

I was just wondering why. Hit reply, let me know. Now you're in a sales conversation with somebody, understanding what their objection is, and you can now have a bit of back and forth with that person by email, one-to-one, and then even escalate that to a call if you really want to, or if it's suitable.

But you could just keep it by email. That's one level of doing it, which works really well, right? It works really well, by the way, as if you've just launched a new offer, and it hasn't gone as well as you had anticipated, and you hadn't hit your goals. I've done this before.

I did this last year. I launched an offer, and I was like, this is going to be great. I had a really good, unique name for it.

It had all these great promises. We sold zero, not even one. We sold zero of this thing.

And I was like, what the hell? So I just emailed the list. And I was like, hey, I was just wondering, like, why didn't you jump on this? Because there was something totally disconnected about it. And it was really useful to understand what that was.

The next level of that is to put a simple survey together. And that's the way that I do it. We have a campaign called The Interrogator, which is a big, dramatic name, so you'll remember it.

But it's really kind. It's a really nice thing where, again, you just show up to the list and say, hey, I noticed you haven't bought this thing, or haven't enrolled, even though I think it'd be great for you, and it solves the problem you've got. Could you fill out this one-question survey? And it's really important, it's one question.

And the question is, why haven't you enrolled in the program? And you just give them some, just multiple choice. They pick the one. And then you can now have another automated follow-up based on which option they chose.

And you can handle that objection and turn, what you really want to do, actually, is you want to turn that objection into the reason why they actually need to even more. And let that linger with you to think about how you might do that. I've tried some of these things as well.

And I love the survey way of doing things and just having a one-click. And it's very simple emails, one-click. And then you get all of this insight.

And you can change things from there. And it just helps so much, really does. So... STUART Yes, and not only does it help you change stuff in the offer to overcome those objections, but because the person told you why they haven't bought, you can now handle their objections.

So if they chose, I feel like I can't afford it right now, you can have an email automation, which goes out and makes a special offer that does maybe not a discount, but maybe it does like an extended payment plan, or it reframes any investment, or shows them, depending on what your offer is, it might be suitable in some niches to show people how they can get financial support with something. It's not really applicable in my market, but I know some markets that is a thing that you can apply for, right? So it's really about understanding and then dealing with people's objections on a sort of one-to-one basis, but in an automated way, which is really nice. Yeah, yeah.

So we've had sales, content, objections. What is R? R in SCORE stands for risk reversal. And that's where we are going to reverse or reduce the perceived risk somebody has.

Some great ways of doing this here are, if you've got a membership, offer a trial for like $5 for the first 14 days, something like that. Or another risk reversal might be what we call the open day, where, hey, we do coaching calls every Monday, come along to the next one for free. And when people register and attend for that, they've been there, they've experienced it.

The open day experience is a bit like, you know, when you used to go around the school and stuff and have a little look around school. That's where the idea came from. Or another risk reversal technique is called splintering your offer, which is taking, say, one of the little mini courses that's inside of a membership or inside of a main course and making that available.

So let's say your main course is $5,000, but you could take out one of the elements, one of the little mini trainings and make it available for a limited time. For just $100, they can buy that thing. They've got way less risk of the financial commitment.

They get to experience it. And then, of course, you can ascend people, go, hey, if you like that, that's the tip of the iceberg when we come to this whole thing. And now we can ascend people.

So there's lots of different ways of reversing the risk with payment plans and enroll now, but don't pay till afterwards. There's lots of different ways of doing this. Yeah, I'm going to be doing this with my new program, where my new program is going to include some masterclasses at the end to guide those who've been through it a bit further on to the next stages and next steps.

But I could sell those masterclasses individually, and that would be kind of a splinter campaign. Exactly. I mean, for example, all of our students at Email Hero Blueprint have the opportunity to join what we call Email Hero Academy, which is where you get ongoing support, you get group coaching calls with me, and we get a masterclass every single month where I teach something that's new and relevant.

And I just realized the other week, like literally last week, huh, why don't we offer them as a splinter? Not every time, not every month, but we did it last month, and it made an extra few thousand dollars for the business for a class I've already got to teach. And I get to go to people, hey, you haven't joined the main program. Do you want to join this? It's only $97 instead of $2,000.

Do you want to do that? And they're like, yeah, I want to do that. And then I know who these people are. So I can go to them and say, hey, did you enjoy that? Yes, I did.

Shall we get on a call? See how things are going with your business. They've already had a taste and they've paid for a taste of it. So you got paid for doing it.

And you know that you've now moved them from being subscriber to buyer, which is a huge step. So I could talk about splinter campaigns and different ways of doing them until the cows come home because they're one of my absolute favorite ways of enrolling customers. They're so good.

Yeah, it's a fun way of doing it as well. I think you get to just teach them something that is valuable that is part of the program, but it actually leads them into becoming a client or working with you in another way. It's a great way of doing it.

I love it. It's repurposing that content. People talk about content repurposing sort of front end stuff.

But this is, it's a course you've already got inside of your program. So it's not like you're reinventing having to create yet something else. Yeah, you're going to have to probably put together a sales page for it or a video for it or something like that.

But the program itself is done. And you've probably got testimonials for it too. So what is E? E, so what is E in score? So yes, the E is engagement emails.

Like your welcome sequence is an engagement series of emails. You've got emails which are looking for people disengaging and re-engaging them, resuscitating your subscribers. You've also got some on the opposite end of that, which is looking for people who are hyper engaging with your offer, but haven't bought yet.

We call it a tell me more sequence, where like the person keeps checking out that sales page three or four times. They're obviously showing some level of intent. It's like when you go to a shop and if you keep picking up that pair of trainers, it's not gonna be very long until the shop assistant comes over and says, have you got any questions about the trainers? Right, it's that thing, but happening automatically.

So anything that's engagement, including your longer term nurture stuff, your newsletter, your week to week, day to day emails are all those engagement emails, which are keeping people engaged, so that at the time they're ready to buy, you're there, they know what the link is, and they don't forget your name. Yes, I did have a question there and I think it's totally gone now, but there are so many things that you could include in this, isn't there? I think there was one that I was just thinking of was... It's welcome. So I said the welcome sequence, re-engagement from people when they disengage, the people who are hyper engaged as you keep clicking and looking, and you've got your newsletters.

Yeah, and one thing I thought of was like a book a call kind of sequence as well, potentially. Yeah, yeah, exactly. Yeah, I mean, and what's really interesting is with all of these sales sequence, content, objection handling, risk reversal, engagement is the call to action can be anything.

Like, so we use it a lot to do book a call. Hey, at the end of the content sequence, we'll tell people about a thing and say, hey, book a call, have a chat about it. But we've also done it in memberships where it's click the button below right now and buy.

So it really doesn't matter what the call to action is on any element of this, what of your offer. If you need to speak to somebody that's a higher ticket item or you want to have a filtering system, you have an application form. It could be book a call.

It could be click the button and buy. The action can be anything. Yeah, yeah.

Yeah, love it. All right, cool. Awesome.

So that is the score method. That's the real secret sauce. If you're thinking, wow, that sounds really, really good.

I'd like to know more about it. Definitely go check out emailmarketingheroes.com slash blueprint. emailmarketingheroes.com slash blueprint.

And you'll be able to see the whole program that we offer that installs this whole thing for you. So go check it out. emailmarketingheroes.com slash blueprint.

Have we missed anything out? Have we said everything that we need to say on the score? No, I think you covered it all. It's very memorable. And I think, yeah, I think people will love this.

Yeah, awesome. Now let's do this week's subject line of the week. This was a fun one.

Got a good open, right? It was Columbo in a skirt. Okay. I'm using this because I'm proud.

This is the one of the rare occasions when my subject line beat the AI that I've been training. So I thought I'm going to pull this one out and just show off. So basically the email was telling the story about I love crime mystery TV shows, Columbo, Murder, She Wrote, like garbage, awful, brilliant crime dramas, you know, anything like that.

And so there was this new one came out and it's called Elsbeth, right? And they've just finished season one. Not that anybody cares, right? But, and basically it follows the same formula as Columbo. So most murder mystery things or mystery things, you don't know who done it at the beginning.

You're sort of finding out along with the detective. Whereas Columbo, if you've ever seen that old show with Peter Falk, you knew who the criminal was and that they came up with this almost impossible approved crime. And then you're watching Columbo put the pieces together and figure it out.

No other show really has done that. But everything else is like, who done it? Whereas this new show, Elsbeth, is about a woman from Chicago who moves to New York City. And it's the same formula.

You see at the beginning, the person committing the crime. And then you're watching this sort of slightly unhinged woman figure out the crime. So I thought, well, what is she? She's basically Columbo.

And she always wears like really dazzling clothes and usually a skirt. I thought Columbo in a skirt. Because the idea of seeing Peter Falk, the actor who played Columbo in a skirt is quite funny.

And also four words, nice and short, nice and snappy, really gets attention. And I mean, even if someone doesn't know who Columbo is. Yeah, because they're young.

Like you. I mean, come on. I know.

But I think there are some people that probably wouldn't have a clue. But even so, I assume the email kind of breaks it down and explains it a little bit as well. Yeah, yeah, yeah.

Of course, of course. Yeah, yeah, exactly. Yeah.

So there you go. That's it. And if you're thinking, OK, I would really like to get your hands on this AI, this tool that I've trained to beat my subject lines 80 something percent of the time.

Not that time, though. You can get it for free right now over email marketing heroes dot com slash subject email marketing heroes dot com subject. Amazing.

I've absolutely loved this chat and there was so much, so much good stuff. I loved it. Loved it.

Loved it. But yeah, if you loved it, too, do let us know. Let us know.

Send us a message in the Facebook group or put a review. We would love to hear from you. So thank you for listening.

And we will be back soon with a new episode. Bye bye for now. Oh, shit.

It's the podcast voice guy again. Yes, that that would be me, which means it's the end of the show already. Holy crap.

Look, we make this show every week for you for free. So make sure you hit subscribe on your podcast player so you don't miss the next episode and we will speak to you next email marketing Wednesday. Bye.