How many email marketing sequences do we need for our business? What are the critical email campaign examples you should have in place?

We're Kennedy and Carrie, and here are the 7 email campaigns we think every business should have.

Ready to take notes? (And, most importantly, take action?)

SOME EPISODE HIGHLIGHTS: 

(0:38) Want to carry on with the conversation? Join our FREE Facebook group. 

(3:04) Take action - build one campaign at a time. 

(5:07) Why are campaigns with multiple emails more effective? 

(12:40) 1. A delivery sequence. 

(15:40) 2. A welcome sequence. 

(19:23) 3. A direct sales sequence. 

(22:37) 4. A content-led sequence. 

(27:57) 5. An objection handling sequence. 

(33:19) 6. A risk reversal sequence. 

(34:20) 7. A subscriber engagement sequence. 

(39:01) Subject lines of the week.

Useful Episode Resources

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Unknown 0:16

Okay, friends. So really, how many campaigns do we need for our business campaigns? How many email campaigns most specifically do we need for our business? Today? That's what we're talking about the seven that we think are critical

Unknown 0:30

to the real heroes. This is the new email marketing show with Kennedy and Perry tune in each week and learn the email campaign strategy and what's working right now to make more sales from that email list of yours.

Unknown 0:45

Hello, heroes. Welcome to this week's show with everything we're about to talk about, you are definitely going to have a whole bunch of ideas and a bunch of questions. About how you apply these seven different campaigns to your exact business or that is your audience's doing and where they're at and also the way that you like to do things. So come and join us have those discussions with us inside of our free Facebook group. Just go to Facebook and search for the Email Marketing Show community and join us it is totally free for you to join. Just search for the Email Marketing Show community

Unknown 1:13

Unknown 1:26

Kennedy from email marketing heroes. I love sticky toffee Bowden that's a desert that's very famous in the UK. If you don't know it, I'm based up here in Newcastle when near Newcastle in the Northeast of England. At this point,

Unknown 1:35

I think I need to clarify that. I did not in fact record that opening jingle. I know our voices sound very similar. I know our accents are almost undetectable. But that's no that's not me. For those of you that have to do a project I'm telling you, I could not exist. I cannot do a good accent but I will say that my kids are all like musically and theatrically trained and their accents are killer. They would say to you, which region of English accent would you like us to do?

Unknown 2:02

We need to have all your kids on the show at some point and we were like can I guess the accent? I'm trying to do that'll be hilarious. That would be

Unknown 2:09

true story. I don't know if I'm sure you know Chris Ducker in the UK. He's a really great friend of mine and another fellow business coach and he left me an audio Wednesday when he picked up Cassie from school and I had one of my kids with me one of my snobby actor kids with me and he's has very thick accent and she's after I hung up she said that is the worst British accent I have ever heard. She thought it was somebody being silly leaving me a voicemail she didn't know it was Chris. I know Chris, but she was like that was the worst. That was actually the worst British accent I've ever heard. I'm like, well, here's a funny story.

Unknown 2:43

So today we're gonna talk about the different email campaigns or different sequences of emails that should be in every business and when we say sequences when we say campaigns. One thing to remember is some of these campaigns could could be as few as one email, or they could be as many as you want. I mean some of our campaigns are got like 30 different emails in them depending on people, that behaviours that they might be giving a claim to the open stuff, all that kind of thing. So bear in mind that these are gonna go through the set the seven different things that you absolutely must have, but some of them don't get overwhelmed what I'm saying don't get overwhelmed and of course, build one at a time. Right? Don't think I need to have them all before I can let anybody in my email list. That's not true. Just just build one at a time. Absolutely. I think one of the big reasons for that and you want to get these done is the phrase that you like to use that you use with me is that you cannot optimise with What does not exist.

Unknown 3:27

The coaching vibe is going to vary. Yeah, here's the thing. We cannot predict perfection. We cannot predict perfection and we got to stop waiting for it. We can only Polish our progress. We cannot optimise What does not exist. And so the business coach in me wants to say Stop waiting until you have all the sequences fully written, optimised and reviewed by copy coach you're just delaying action you're avoiding you're creating an oval obstacle Stop it so let's get something sloppy, messy or normal up there. Okay, if you call me on the off chance that I would answer, I don't rehearse what I'm going to say or write out what I'm gonna say before I answer. I just say, Hey, what's up or Hey, thanks for calling or whatever. And we have to remember these are relationships these are humans we have to stop acting like every email is a performance. It's endless.

Unknown 4:14

Yeah, it caught me. I mean, there's typos in my email I'm just lecturing of course the wrong people are upset with that and you know what? I'm busy moving on doesn't matter. I think it's really important remember with these though, is yes, they might sometimes you single emails, but a sequence of multiple emails will always outperform a single email and the reason for that is none of us is getting a 100% open rate on our emails, none of us not even Google. Right. And that means if you're getting a healthy 40% open rate on your emails, that still means 60% of the people who send that one email to did not see it even if you're getting an amazing 60 or 70% open rate on your emails. It means 30 or 40% of people who send out one email to you are not going to see that email. The other reason that sequences of emails have multiple emails in the company outperform single ones is even the people who do open that one email and read it. Well, we are all inspired. We are all motivated. We all connect with different things. So the email you just sent was a loss of focus email, like hey, you should take on this offer before it goes away. If I'm not motivated by loss, that one email that I did open because I mean that for example did open it is not going to inspire me. Whereas the next day's email, if that's to do with the fact that if you enrol now, you also get this amazing extra bonus. If I'm a game based buyer, then I'm going to buy from that. So having a sequence of emails in a chain with time delays between them is always always always going to outperform a singular email. And that's the secret sauce to what we're about to talk about. And the real thing here is you want to have these pre these automations these sequences pre written because if they're pre written they are going to perform for you they're going to work for you, no matter what, whatever's happening, right. So if your father ends up in the hospital or if your kids have something where you have to go collect them at school, or if you win the lottery, you end up going and fly to the side of the world. Whatever good or bad things happening. You could be way more flexible in your life in your business. If you've got these pre written things, and what's really beautiful about them is rather than an email that you send out live as like a broadcast. And I know that Kerry's face I can tell you now we're screwing up because this is something I know she's guilty of doing in the past, right. I know. It's toting time for Kennedy. Right? So the pre written broadcast is an asset rather than that liability, your time spent, if you just send an email out to your list as a broadcast right now, you can never really, really use that email again, unless you go in and copy and paste it which means doing more work. If you write that into an automated campaign, every new subscriber who comes through your email list gets to go through that that's an asset that's going to show up to every new person and serve you and make you sales. Make Your Money, deepen the relationship reengage whatever the hell the point of that campaign is, and also if it's not automated, so every single new person comes through but maybe you've got like a every single year you might do a live summit or a live challenge. Well, rather than send those broadcasts out live, make it into an automation so that next year when you go through that challenge again, you just changed a few dates in those emails, you don't read writing emails or finding them you just drop your subscribers into it off we go again. So what we want you to do, and the crux of everything we do here email marketing heroes, is building your emails as an asset, an asset which compounds that's what assets do an asset that serves you not based on the time you keep putting into it.

Unknown 7:13

Yeah, and let me add here and the reason Kennedy was coaching me is because for over 20 years, I only did broadcast emails now still made a really great living still have had a really great career but was working too hard. But the reason I think prewritten automations whether you're in a launch or whether it's just for your passive content, or whatever the reason they're important. I'm going to come at this from a very different age and stage of life is Kennedy I'm a mom of four plus they're extras also in a season of caretaking my parents. Also, you know, let's just get real that I'm a different human at 52 than I was in my 30s Energy wise physicality wise, it's just it's just different. And what I will say is that and I coach my clients the same way, when you rewrite it and reschedule it, it can keep lifting, even if you're unable to hear me, hear me say this, whether you are grieving, whether you are hurting physically, whether you're ill whether you're in a coma or a concussion or kidnapped you know, whatever it is, your business can keep going even when you don't think you can. So I would say we have to create the systems, the automations and put them in place so that they can keep working. Even when we can't be logical. Your systems have to override your own personal logic because there are some days that we can function logically and there are some days that our emotions dictate our logic and whether that's positive or negative. Please don't send me therapy emails, I'm doing my own work. It's fine. But But I would say that's why automations are important. Second thing in the same vein, but a little differently is the reason you have to do those is you know I think a Stephen King who would say write your first draft with the door open edit with the door shot like don't edit yourself as you go. I would also say circling back to this point is that we do our grocery shopping when we have our best willpower like the meme that says it's 9pm and skinny me made a choice to pm at the grocery store not to buy snacks and now 9pm snacking is really mad at me right so So you write with your boldest self, your bravest self and you pre programme it when you have energy and enthusiasm and hope so that your automations can do the heavy lifting even when you're scared so mid launch when you haven't made the sales you thought you would make don't stop emailing Don't be dependent on yourself to write another email then let your timed automations play out because they can function even when you can't so that's you know, let me let me be the Bossy big sister for a minute and say seems some things she'd been through it. And I will say that your email can can be a staff member for you your email can be the most powerful asset in your business simply for the fact that you can keep going even when you feel like you can I love

Unknown 9:42

the thing that we were talking about off air we were talking about the fact that sometimes we all get partway through a launch and you just you've totally touched like if I already put a button on this. It's really fun to read pre write your launch emails and put them on automation and see a launch through. I've seen so many people go I'm four days into a seven day launch. My numbers are not in KPI I'm gonna I'm gonna bail. Yep and I'm always like don't bail, you can tweak you can add you know if you think hey I need a different video I need to added about a webinar into this on top. Absolutely. But if you if you pre written that launch sequence, let the damn thing do its job because there are different phases in the launch when people are going to react differently. So absolutely. prerelease is what makes you highlight that. So these seven sequences the seven automations we really feel you absolutely have in your business. The first one is an obvious ones. Obvious by the way. First, it's a delivery sequence you need to have a really simple, really engage in sequence which delivers whatever people get from you whether it's your free thing, which says hey, here's the free thing. Just make sure that you're doing your delivery in a way that is not Pooh poohing the thing that they just bought. And what I mean by that is I remember being taught by a sales speaker who was great at selling from the stage right? It was great. I was on the stage. And he had this whole thing of like, what do you pick up your physical product, or you're showing people from the state that you want them to buy? Don't like throw it down at the end. You want to treat it with reverence, you want to show them that you feels valuable. Like I'm not a religious person. But if I pick up a Bible, I still have a hell of a lot of respect for that book because it means so much to so many people and I've been brought up around that kind of thing to treat it with reverence, even if it's free, because people are gonna decide upon the value of something based on how you treat it just because you're deciding on only money for it. And they're buying it with the currency of that data, that email address that whatever their contact information, show them. It's valuable. By treating it with reverence treating it with value. So you definitely need to have some kind of delivery sequence for each of the things you do. Yeah.

And to your point, what if we dated that way? What if we worked super hard to get the first date but then we were too casual or, or irreverent about that first date, like you're never gonna get a second date. But I think that the prevalent industry teaching has been for years, they only matter when they buy, they only matter less churn and burn turnover and that list we're going to turn until we turn on, you know, and so they become valuable when they give you money. It's not the case there are human human being even before they're a human doing for you. And so I would say I call this sequence to do what you said you would do. Give me what you said you would give me and you need to still keep hyping up the thing they came in for now, I don't love the term freebie because I think that changes your mindset as well as theirs. They paid for that with their data and their attention. And so if you want them to ask, you know what's next, tell me more. You can't lead with sell me more. So I think that's super important. I think the other thing to reiterate is we don't have to have all seven sequences. We need to start with one. This is the clearest one to start with. And you don't have to write out your whole sequence before you start with the one email. A grandfather of this industry, Jimmy D. Brown used to say every Tuesday and Thursday he set his alarm and he would spend 30 minutes adding one email to every one of his sequences. To every one of his sequences. He said before long he had hundreds of emails and all of these sequences because it was just one email for every sequence. So I would say start with the one because you cannot improve upon what you do not have. Okay, let's talk about in addition to that, we're giving them what they came for, give them what they wanted. What about a welcome sequence. I think some people have intertwined to these two and they have considered the delivery the welcome. Talk to me about the welcome sequence. It's almost like a party invitation like the delivery is the actual party but don't we need to invite them in the door and tell them a little about us. Talk to me about the welcome

I think it's really important that we separate those two emails in terms of making the work easier for all of us, right? If you have five different ways of people getting into your world for the first time and one of them might be they buy a thing and then you don't have that delivered and they have maybe you have a couple of lead magnets and you have maybe a challenge or whatever it's gonna be gonna happen different between a webinar. If you have the delivery sequence and the welcome sequence in twine, that's a lot of work every time you put a new way into your world. Whereas if you have a really well thought through welcome sequence, the one we teach them we use is called the getting to know your sequence cuz it's about us getting to know them and then getting to know us. We can put great attention into that one welcome sequence that is the one well, first he was to rule them all. No matter how someone comes into our email list, even marketing heroes, we are going to have them go through a welcome sequence. So it means we just have to do one Delivery Email or a couple of delivery emails for each new way. And so the Delivery Email might be like, Hey, here's the thing you asked for. And then 20 minutes later assignments later, they get the first email not welcome sequence. And because you have the same one welcome sequence for everything. You know, when it's highly optimised, you don't have to create a new one every single time and that welcome sequence so often against sequences for emails, but truthfully, the first one is the most important Have you got a brilliant first welcome email that welcomes everybody and shows you a few things. One is it should bridge the gap between how they got on your email list the thing they they joined with and what's going to happen next, which is basically Hey, welcome to our world. Here's what's gonna happen because for most people, when they buy something from you or when they join your email list the journey or whatever they get that that free gift or that lead magnet whatever they think the transaction is complete because think about it, it is they said can I have that gift? And you say yeah, it's look at your email address. They go okay, that's a good price. Here's my email address and then you get an email say, here's that same for them transaction complete. So any emails they get from you after that are a nuisance. They are unexpected surprises. They did not get in bed with evil. So so what we want to do in our first welcome email is tell them, hey, you've got this cool, free thing. This is what's gonna happen next, and we're going to position the ongoing emails, you're gonna resend them as something that's valuable not as an apology as something that is valuable and then we're gonna show them a whole bunch of ways that can connect with us on multiple different platforms like your Facebook group or your Instagram. Here's our podcast and here's one thing so you want to have that one welcome sequence to rule them all, which is separate from the delivery sequence. Otherwise, you're literally creating so much more work for yourself every time you test a new way of getting people onto your email list. So make sure you've got a really good welcome sequence the next sequence is we want to have a direct sales Secret Super important.

Yeah, so I would say our first sequence delivery is transactional. Our second is leading them into relational and that's your job, not theirs. Number three, the direct sales sequence is conversional. Like we want to convert them or at least start the process of converting them into becoming a customer. So the direct sales sequence now, this is, hey, this is what we've got. This is how we serve. And this is how you can participate. This relationship.

It is and it's really about addressing the people who come into your world who have an urgent need for the solution to your problem. The way I think of it is this, somebody hops into the emergency room into a&e and they've got their leg hanging there, right legs hanging off and there's blood splitting up the walls. What they don't need is a long term nurture indoctrination sequence. They don't want the doctor to sit them down and tell them how they got into med school and why they became a doctor. And you know why legs are really important information. They need someone to fix their fucking leg because it's gonna bleed out. So we have some people who are joining our world in a less dramatic hopefully stage where they have been shopping around looking around, they've got this problem and they just want somebody to solve it. And what most people do is they push down the line, helping those people. Yeah, people who are ready with that cash in hand ready to hand it to you the nice solution now, let's not disengage them by pushing some content and stuff in the way of them. Let's tell them about the office straightaway. And beautifully if you do that, first. The people who need more information before they'll buy, they get introduced to your core offer. They get introduced to what it is that you do and they get anchored to the fact that this is what the offer is. So we want to have sequences in our business, which are directly selling things. Hey, this is what I've got. This is the solution it solves. Do you want it and the people who are rabid buyers and urgent buyers are gonna go and do that.

Yeah, my dad was Coast Guard United States Coast Guard for 27 years in search and rescue. And this last couple of years, we were watching some flood footage on TV of some neighbourhoods where there were little boats going through the neighbourhoods where there used to be streets, getting people off their roofs and stuff. And while we watched it, I said to him, I said did you notice that before the people jump off the roof into the boat? They never asked to see anybody's badge. They never asked what their qualifications are. They never asked to be told how to secure themselves once they're in the boat. They're just like, can I please get in the boat and get off this roof. Now there will be some people that maybe want a less populated boat or some people that have a fear of the water and so maybe they need a helicopter. But the point of the matter is the people that want to be rescued, want you to just get on with it and stop drawing them pictures and telling them why they need it. They know why they need it. Get me off the roof, please and thank you. However, however there are some people like the people in Florida and the people on the coast of Texas that never want to evacuate when there's a flood and they need more information or they want to read more about it or told more about it. And so that's why we also recommend number four, which is a content lead sales sequence. So talk to us a little bit about like these are your personality types like your SS and your C's and and your people that just need a little more or maybe they were aware they had an issue but they need to know more about you they're a little more cautious. Maybe they've been burned before. So talk to me about a content lead sales sequence. It's not a content, value based sequence, you guys, we're not just entertainment in the inbox. All right. It's a content lead sales sequence. Ultimately, our goal still is to offer them the solution but how do we do that with a content sequence Kennedy,

what's really important is that it isn't as exact what you say Carrie is it's not content for content sake. If we're going to give people content it needs to be content that sets up the sale. And the reason is we that is not just the selfish business reason of we need to make sales is to do with making sure that we are not distracting and adding more overwhelm to that audience. The person is coming to your work as they have a very specific problem they believe you can solve if you start talking about random shit that is irrelevant to solving that problem. You are adding to the overwhelm that they came to you to get rid of if they wanted overwhelmed, they'd still be looking through those YouTube videos. If they wanted overwhelmed, they still be searching those blogs. They want clarity. So when we have a content, let's say a sequence, we're going to prove that we aren't good and that what we have is unique and interesting is going to help people and the way we're going to do that is by actually helping them we're going to do that by teaching them often something small tangible, that gives them that aha moment that will then moves into if you want the whole system then join the programme. If you want the entire template to do this or to make it faster or easier or better or with AI or whatever it is. Then you can come and buy so it's gonna be rather than just going straight in with Hey, I've got this thing for sale. You're gonna say to your list, Hey, I've just made this quick video to teach this cool thing that I think will really help you solve your problem or I've just written this blog post or I've just recorded this audio or whatever it's gonna be. I've just made this and it starts off with content and then it moves into making an offer that bridges that content into an offer but it is a content lead sales sequence really importantly, so you definitely need to have content lead sales because otherwise you're less is gonna feel like I think many of us haven't on some people's lists where we're just being beaten over the head all the time with by this by this now you should buy this thing What about this thing just been told about shit to buy? And we feel like there's a real imbalance in why should I stick around? Or why should I keep paying attention to your emails, if all I'm really being told is what to go and buy next. Instead, we want to give value. Firstly, I want to give value so that even if somebody doesn't buy from me, ever, they're still going to be in a better position. They're going to have more understanding. They're going to have ideas and things they can go and implement. Even if they don't want to speed up even they do want to get better results even if they don't want to have my frameworks and you know, whatever it's gonna be so it's a content lead sales who wants to help first and then say if you want to go to the next stage, here's how we do it.

Unknown 1:05

Yeah, love that. And this also makes for a more educated buyer makes for a more qualified buyer. It reduces return rates, refund rates, complaint rates, customer service rates, all of the things and it helps them know if you're for them or and also, you know if they're for you in a lot of cases, so I love this. But let me also say let me put my business coach hat on for a minute and say, here we go, try can't help but go just gonna coach. What I will say is that we don't have to be overwhelmed with the sequence and thinking we have to go create and create and create more content. Let's go back to last week's episode. And Kennedy and I told you about a lot of ways you can be creating content, go rip one of those Facebook videos, go take one of those podcasts, go create one of those, you know, tweak it a bit or use it as is and put that in a content lead sequence. You're creating it my mom used to say cook once eat twice, right? Like why are you starting over from scratch? Every single time. So I would say don't use creating new content as a noble obstacle. Make sure you're also using other things that you have sometimes you're creating all these but first I got us but first I got us but first I got us. Whether that comes from neuro divergence, whether that comes from distractions, whether that comes from the fact that you're fearful no matter where it comes from, use something that you already have first and then we can tweak it and optimise it and script it out later. But let's talk about we've already done you know, direct sales, but we have people that didn't buy for whatever reason. What do you feel like about an objection handling? Sequence? Because you know what, to be fair, when we talk about objection handling, we all think about that phone salesmen from the 80s or the 90s. That saying yes, but oh, I felt that way too. And what I see now is that but but like, we all feel like we're in a timeshare presentation so talk to us about an objection handling sequence that feels authentic, that feels true and why do we even need it? For

Unknown 3:05

sure. So yeah, this was number five. So we've got number one was delivery sequence. Second morning is a welcome sequence. Three is that direct sales sequence number four is the conversation and now we've got a bunch of people who can't buy they are unable to buy even if they wanted to. They cannot buy because they've got an objection. And that objection might be will it work for me? Will it work for me in my situation? I feel like I can't afford it. Like it could be a whole bunch of reasons. So what we need to do with an objection sequence comes to two things. One, find out what the objection is. Recent way of doing that is with a survey just ask or with an email that just asks and the second part of that is to turn that objection. Not into a Yeah, but But what I'm trying to overcome it. I want to take an objection and I want to make a the reason why they should so one of the ones that I hear is I'm not a very good writer so people who want to join email hero blueprint they're like I really want to get all these campaigns in place. I really want to have this all automated and and set up and I know this is the best programme in the world to do that. But I'm not a very good writer. I totally understand. They'll say great, I'm gonna turn the fat I'm not a very good writer. One of our major objections and you know, you know what yours are, that you hear from people. And I want to turn that into the reason why. The truth and the one of the ways I could do that, for example would be, you know, the worst performing emails I've ever seen are the ones that your high school English teacher would like. Right? Because it's really well written cold, cold emails, don't feel authentic. They don't feel like they're from a real human being. They are really disconnected from reality and don't have emotion. So instead, all you're going to do is you're going to write how you talk with all the normal imperfections. If you can do that. What happens one is people like it and the reason why and I'm going to prove it. The proof of that is what people do when they read words is they do something called subvocalization so vocalisations, when you when you read in a book, you hear the words in your head, that's called self localization, right? So when people read my emails, I get told Daily, I can hear your voice in my head when I read your emails. That is not an accident. That's one because I've got no choice. I have to write how I speak because I'm not a good writer. It's too I want that to be the case. So if you need to start off writing your emails by dictating the my speaking them and then maybe tidy them up a little bit. So like it's actually make sense. Do that. So do you see how what I've done there has turned an objection into the actual reason why, if you're helping people with financial base things on that objection is I can't afford it. Well, the fact you can't afford it is the reason why you need to do this. So the very reason why that's

Unknown 5:44

a that's an overall coaching premise that I use a lot with the reason why business owners don't do what they should be doing they if you will get a piece of paper out and write on the left hand side your reasons slash excuses why you have not done that. thing that you said you wanted to do. And then flip it opposite. So I say it's turning your reasons why you cannot into the reasons why you must. Yeah, I love that.

Unknown 6:09

I've never heard of it. Cool. I like it. Yeah. And so here's

Unknown 6:12

Here are some examples from my own personal life. I could have said when I started my business, I cannot start a business right now. Because I've just adopted two toddlers from the foster care system, right? Instead I flipped it into because I choose to be home with these kids. They have so many therapy appointments, so many needs and I want to be the constant presence for them. I must start a business at home so that I can afford to do this. I cannot do a business right now because I have a special needs child that requires constant supervision etc, etc. I must create a business and financial independence for my family so that my special needs child when he becomes an adult will have options, choices and alternatives. Love it. You can do that about weight, about health, about the way you speak about the way you write about anything. It's a mindset shift and I know we roll our eyes at coaches and go into my internship but it just really is a different way of thinking a different way of motivating yourself. And also something I thought you were gonna say a minute ago when you said the worst performing email. I thought you were gonna say the worst performing email still outperforms no email at

Unknown 7:21

all. Oh, yeah. I mean, the worst one is the one that you didn't bloody send. Exactly,

Unknown 7:25

exactly. So So objection handling sequences. I got one of these my very first. Now I've been online a really long time we've established I got my first objection handling sequence from someone the other day of all the email list I've ever been on and she has to be a client of yours. And I responded with a very thoughtful reason about why I didn't fight. I had one of y'all know me, Coach is gonna coach I had wanted to send her some coaching on her offer beforehand, but I waited until she asked me and then I said, if I have some permission to just be really honest and just walk you through a couple of things that just poked at me but then also some very practical things. She was super gracious and amazing and actually is reworking some of her offer. And I just thought okay, it wasn't a ploy, and it shouldn't be a ploy. It shouldn't be an investigative measure. We have to be our own Sherlock. Nobody is going to do the investigation for us.

Unknown 8:19

Right, right for sure. But then at this point, of course they're still into the to another couple of types of sequences we absolutely need to have. Because at this point, we do have a bunch of people so that's remember the our delivery sequences one number two's welcome sequence. Then we've got the third one direct sales sequence with a content lead sequence with objection handling sequences. We also need to have risk reversal sequences and at this point, whenever I mentioned this, everyone's like ah, but I have a guarantee on my sales page. I'm like, that's cool. So as everybody else there are some people who are so obsessed and focused on the fact that they've been over promised and under delivered in the past or they've been scammed before or the biggest risk for most people is I'm not very good at implementing this stuff. How do I know I'll get good results. For me, I'm the biggest risk. So we need to have a sequence which is all based on reversing or removing or reducing that risk in some way and that might be turning it into a thing where they can preview part of the programme or a low cost or free trial. It could be where they can attend a coaching session, or they can watch a video from a coaching session. They could unlock a part of the programme like there are ways of showing people that the risks that they perceived does not exist and we want to do that and as careful away as possible. All right, then the final sequence that we absolutely must have is we need to have a subscriber engagement sequence or a reengagement sequence because if people are disengaging from your emails, then we can't be helping them. We can't be making sales from them. And actually, by not engaging your emails, they're also damaging your sender reputation, which means they're damaging your ability to get your emails delivered to all of the people who do want to receive your emails. So you want to have an automated sequence, which is constantly automatically in the background, looking for people who are disengaging with your emails, putting them through a reengagement sequence, trying to bring them back on the brink. And if they don't let them go unsubscribing them because you want to maintain the cleanliness of your email list.

A couple of things. Number one, I would say I'm going to give you guys a number because I think it'll make you feel better about this. Like you can still stay in business even if you scrub your list. We did some tallies recently on how many people we have scrubbed from our lists since we've been in business and we have purged well over 140,000 people over that period of time. And still in business still earning executive income still supporting us nicely. Okay, so there's that feel better about that. When some of you come back to consciousness, you'll see why. Here's the thing, and here's why it's okay. If I'm speaking at an arena which you guys know I do have I'm speaking at an arena and there's 20,000 people there, but 18,000 of them are talking amongst themselves are coming in and out or rustling paper or eating candy or, you know, arguing with me or whatever or throwing things at the stage. How is that good? For my competence? How is that good for my conversion? How good is that for the other 2000 people I can't focus on the 2000 that are present and engaged and what my dad would call in the pew I can't focus on them because of the 18,000 that are disengaged and imagine I had to pay the entrance fee for those 18,000 people that are not it's just better to keep it clean. My dad after he retired from the military, he was a pastor for a small church and you know I said at one point What are you just so sad about So until that wasn't here today? He said baby girl I can only serve the people in the pew and the people that choose to be there. The people that love

that idea because it reminds me of when I was doing a lot of gigs when I was working full time as a performer. That most terrifying part of being in front of, you know, 400 or 600 people are the people who are chatting them on themselves because they disengage but usually the very back corners of the room and they are spoiling it for all the other people who are really engaged in the Show if you're not able to keep those people engaged. I never thought of that metaphor before but it is so so less

and release them. Some of you get really worked up about unsubscribing people but what if they what if they are oh, I had this one person that was on my list. For eight years and then they finally bought? Well, great. Well, let's release them for now. So that we can focus on the room. They can always come back later because you're not closing your doors don't have FOMO they're not serving you and you need to serve your people at the

highest level possible. It's not engaging. You're not currently serving them either. Exactly.

And they're probably not going to lie. There are exceptions but we don't base our business on exception. We base our business on the rule. So reengagement lists, cleanliness, blah, blah, blah, all the opens. That's all great and good. I just don't want to be distracted from serving the people that are paying attention. Yeah,

absolutely. And of course we deliver everyone recap all those seven again, make sure you've got them all. So the first one is the delivery sequence deliver your paid or free thing, your welcome sequence. You want direct sale sequences, which are going straight to the sale content, lead sales sequences with a bit of education teeing up the offer objection handling sequences. So people can move on that paralysis, risk reversal sequences to overcome and remove and reduce that risk and reengagement sequences for your list that are seven sequences you absolutely there's loads more you could have, but those seven you absolutely must have in your business. And of course if you would like our exact frameworks for all seven of those, plus, I think we have like 46 different email campaigns that you can pick up and go and use send out and have results from inside of our email hero blueprint. Go check out email hero blueprint.com That email hero blueprint.com Check out all the details of everything that you can get to get these up and running. Using tried and tested frameworks that you can get out there faster that you know will be even better than the ones you create from scratch when you're creating from a blank page. So email hero blueprint to go and do that. Now it's time for this week's

subject line of the week.

One I sent out recently a just says a slides for today's masterclass. And I really like this because this was a webinar I was teaching and I really wanted to evoke people's curiosity and feel like that this was for people who have not registered for the webinar yet. Okay, so the idea of showing people the slides for this thing I haven't thought about attending yet was really interesting. It's really intriguing. It's really engaging. And within the email by the way, that was like there was an image of like my slide deck you couldn't see cuz it was all like tiny little images that like thumbnails on the left hand side on the main title slide, but the idea whatever email was literally like, Hey, I've just I'm literally just polishing up the last few slides for the masterclass it's a great way it's a great new angle, fresh angle of reminding people I'm doing this masterclass and I do want to attend and rather than go to let's masterclass, tonight's masterclass tonight's webinar, you come into tonight's webinar, it's showing them a little bit behind the scenes sometimes I'll do it where I'm I take a selfie of my of myself sat at the desk in front of my slides so we can kind of see that. So that's the slides of today's masterclass showing people a little bit behind the scenes

lab that okay you guys thanks for so much for listening to the whole show. Today. You are troopers. Be sure to hit subscribe on your podcast player. Tell a friend send the links to someone posted on your socials your favourite thing that you learned today, and we will see you next week.

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