Wherever we go and whatever we do, we keep being asked about the BEST email marketing campaigns people can run to make tonnes of cash.

Well, we have the perfect campaign for you. It's called the Paparazzi Flash Sale campaign, and our clients are seeing some amazing results with it right now.

Wanna know more and get your mitts on it?

Let's go.

SOME EPISODE HIGHLIGHTS:

(0:12) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.

(2:41) What is the THE best email marketing campaign EVER?

(4:08) What is the Paparazzi Flash Sale email campaign?

(5:52) What do you need in order to launch your Flash Sale email campaign?

(7:55) Add a countdown timer and bonuses!

(9:28) How does our Flash Sale email campaign work?

(12:15) Always have a strong reason why.

(14:14) Why does the Paparazzi Flash Sale campaign work so well?

(15:44) Go grab our flash sale campaign - join The League!

(16:43) Subject line of the week.

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What is THE best email marketing campaign EVER?

This is a hard question to answer, especially as we have over 40 email marketing campaigns (and counting) inside our membership The League. But ONE campaign definitely that stands out (because our members can’t stop raving about it) is The Paparazzi Flash Sale campaign.

We’re consistently seeing our clients use this campaign and getting incredible results. For example, Hillary-Marie ran two versions of this campaign at two separate times and made $16,000 on each one - with a 20-21% conversion rate.

Brad joined our membership in February, ran this campaign straight after, and made $3,915 in sales. Plus, he also got a bunch of new sign-ups for his membership, which stacks up additional recurring income too! And then Marc ran the campaign and made over $1,000 selling $10-$30 low-ticket products. This campaign is a BEAST!

What is the Paparazzi Flash Sale email campaign?

The Paparazzi Flash Sale campaign is our take on the flash sale or fire sale (as it's sometimes referred to). It's a 4-day campaign that helps you sell a boatload of stuff at a discounted price and with an added bonus or two.

But let's take a step back to understand how this helps you sell. Sticking a discount on something doesn't necessarily mean you're suddenly going to make lots of sales. That's why you need a well-thought-out email campaign structure behind it. You probably already know this from experience – a discount is no magic spell that makes people buy! Because you're never going to convert 100% of the people who see it.

What you need is anticipation and moments in your campaign where you change direction. In other words, a campaign needs to have a flow to it. And the reason why our Paparazzi campaign works and is so successful is that it’s a really simple campaign to deploy.

So let's break it down.

What do you need in order to launch your flash sale email campaign?

The first thing you need to have in place is a sales page that's converting. As you know, we're in the business of email marketing here – not sales pages. So we’re going to assume you’ve created a good sales page that’s already converting well.

Once you have that page, you're going to duplicate it. You simply create a copy of it, which will become your flash sale version. Then you're going to make changes to that version only. So don’t go and tweak your actual sales page with the intention of changing it back once the flash sale is over. Instead, create a separate page for your flash sale.

Once you've done that, you need to change the price of your product to the discounted price. But don't just delete the old price and replace it with the one one. Because if you do that, psychologically, people won’t know you’ve applied a discount! What you want to do instead is to cross out the full price and put the new price next to it. That shows people that, without a doubt, this is a sale. And you’re proving this. We like to say that a lot – if you’re going to say something, prove it.

With the price sorted, make sure that all the buttons on your flash sale page point to a place where people can buy your offer at the discounted price.

Add a countdown timer and bonuses!

And finally, another thing you can do is to add a countdown timer to the page. This is animated and ticking down and shows how long people have left to take advantage of the discounted price before the flash sale ends. A countdown timer is important because it helps you add some urgency to your sale. It’s no longer just about the discount (and people love a discount!) – it’s also about making it high on people's priority list to go and grab that discount right now.

If you want to make your discount even more effective, you can also add bonuses. And the reason this works is that you’re hitting a whole bunch of psychological triggers. Most importantly, all these factors combined have a compound effect - and that's what makes this campaign so powerful.

How does our Flash Sale email campaign work?

We run the Paparazzi campaign by sending 6 emails over 4 days - it's a very short, fast-paced campaign. We send an email a day for the first few days, and then on the last day, we send 3 emails to let people know that the flash sale is closing tonight. On that last day, we're really driving home the urgency of the fact that the sale is closing.

As with all our campaigns, the key to being able to send emails over a period of 4 days is to find lots of different reasons to email. If you only send out one email at the start of your campaign and say everything you have to say (such as talk about all the features of the product, talk about the flash sale, share testimonials, etc.) you'll soon run out of things to email about. In other words, you peak too soon. And that means all you can do is to keep repeating the same things day after day, which is not very effective for anyone.

That's why with all our email marketing campaigns, we follow a specific format called SVVC, which stands for Seed, Validate, Verify, and Close. If you’re a member of The League, you'll find full in-depth training about this format inside our membership, so go check it out.

Our Paparazzi campaign is no different - it follows the same structure. So here it goes:

The first email plans the seed and announces that something's happening.

The second one talks about the discount - it validates the interest that the original announcement piqued.

In the third email, you use social proof and share testimonials and case studies. In other words, you go and verify that everything you said is true.

And then on the last day, with the fourth email, you send an email to say that the sale is closing tonight. That's the close of the SVVC acronym.

On the last day, keep things simple!

A key principle for us is that on the last day, we don't get clever with any of our emails. This isn’t the right time for people to be distracted by stories or lessons. This campaign is very direct – there’s no fluff, no stories, and nothing that distracts people from the main focus, which is to buy. And that’s especially important on the last day.

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Always have a strong reason why

One of the things we recommend you do is to have a strong reason why. Why are you giving a discount? Why is there a flash sale? This could be any kind of why. Robert Cialdini in his book The Psychology of Persuasion talks about this technique and how powerful it is. You can pretty much say anything as long as you explain it by giving a reason. And that's because people will believe you more, or they're more likely to comply with what you say - simply because you've given them a reason for what you're doing.

And the reason can be as bland or as honest as you want. It can be that you have a massive tax bill to pay, so you’re running a flash sale and discounting your course. It could be an offer you make to your new subscribers. Or it could be because it’s Email Marketing Wednesday! Or your birthday. You don’t have to wait for Black Friday or Christmas. Your reason can be anything, as long as you have one.

Why does the Paparazzi Flash Sale campaign work so well?

First of all, it works because of the structure of the campaign. It’s a 4-day campaign, but you’re sending more than 4 emails. And you have a very specific reason for sending each and every one of them. Your emails all drive people towards the call to action, which is to go and take advantage of the discount you've applied and the bonuses you've added to your product. And that’s what helps grease the wheels and get people buying.

Plus, you can run this email live but also automate it, which is what we do. We have it running for all our new subscribers. The flash sale runs automatically within a certain amount of time of someone joining our email list. We use a countdown timer called Countdown Hero (available for free to members of The League), and that allows us to set a unique deadline for each subscriber. The Paparazzi Flash Sale campaign is definitely a powerful one to automate and run in this way.

Why? Because it encourages your subscribers to buy from you as soon as they enter your world. And once they've bought something, they're more likely to buy more. We’ve seen this statistically proven again and again with our business and also with our clients.

So the combination of all these factors – the fact you can automate the campaign, that you have a clear structure, that you’re offering a really good discount or some sort of bonus (or both) can result in creating a big surge of sales. Buying is urgent, so your audience needs to move this to the top of their priority list right now. It's what pushes people to get over the hill and buy.

Go grab our Paparazzi Flash Sale campaign!

If you want to try this for yourself, just head over to The League, and you’ll find everything you need in there. The Paparazzi Flash Sale campaign is one of the 40+ campaigns we have inside our membership, and you’ll be able to get full access and also get an overview of everything we’ve just described.

Plus, you get full campaign workshop training, where we walk you through every single email - why we use the words we use and how you can put your own spin on the campaign to make it apply to your product, your business, your audience, and your personality. All you have to do is to grab the template and make some tweaks. You'll see - this is probably the one campaign out of all the ones we have that requires the least amount of changes. It's super easy to apply to your business! And once you’ve run this campaign successfully, you can move on and start working through all the others.

If you're having FOMO right now, what are you waiting for? Join The League NOW and grab this campaign for yourself!

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Subject line of the week

This week’s subject line is the words “car thieves.” Rob wrote this in lowercase and with a full stop at the end. The story was about the fact there are two different types of people in the world – people like Rob’s girlfriend Rachel, who will leave her debit card on the dashboard of her car and other valuable stuff on show, and people like Rob’s dad, who’s one of the most security conscious people you’ll ever meet.

The email was about two different attitudes to security, but the subject line wasn’t factual, obvious, or boring – it was interesting and generated curiosity.

Useful Episode Resources

Related episodes

How Our Client Hillary-Marie Made $16k With ONE Email Marketing Campaign (And Then Did It Again!)

How Brad 10x’d His Ad Spend In One Month – A Case Study.

And How Brad Brown Made $90k By Automating Webinars.

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Join The League Membership

Not sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.

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Unknown 0:24

Cutting show we're talking about the best email campaign and the one that we're seeing some amazing results for from our clients right now.

Unknown 0:33

Now before we dig into this, we've put together something really cool that we would love to give you totally for free. Because we know that you want to make more sales from your emails. That's why you're here. That's why you're listening to this show. But you can't make sales if people aren't clicking on the links in your emails and trying to drive up that click through rate is one of the things we're all working on all the time. So we put together 12 super creative ways to get more clicks from every single email that you send in a new download. That we are calling click tricks. It's yours totally for free to download with this podcast, just go to email marketing heroes.com forward slash tricks.

Unknown 1:00

He loves the takeoff and the landing on a plane. It's comedy hypnotist Robert temple

Unknown 1:06

and he doesn't move like Jagger it's psychological Margarita Kennedy

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now they can help take off in London in between, you're not bothered about the other bits you love. Well,

Unknown 1:21

you know when you people say I'm not trying to fly I just don't like the takeoff and the landing. That's the best you know, I'm not liking the relevant

Unknown 1:28

rights you know, Disney park, and you're like, Oh, I

Unknown 1:31

can't possibly go on those teacups. No, no, absolutely not. And it's funny, isn't it? Because obviously they're even like attached to something whereas the plane is not on track or anything. I don't understand you can see it. But I don't think it's attached to anything. And yeah, but for some reason, you know that that rush when you get pushed back or have taken off and then the like the rapid dislike the different types of descent down I love all of that. That's the most excitement once you're up in the air it's kind of just you know, you could be set anywhere in fact

Unknown 1:55

in boring land Yes.

Unknown 1:57

So yeah, you don't have moves like Jagger you don't dance and all that kind of thing it do a bit of a hobby. Do you like a seat? You know, drag your seat bop.

Unknown 2:04

Oh, really? I

Unknown 2:06

sing along? Sing along? Yeah, but it was a mistake bother myself and then people who are who can dance skirt so you can dance? Oh, no. That's just legal back and forth vaguely and tight.

Unknown 2:15

There you go. Hello. Every week on the show. We show you how to make more sales and earn more money from your email subscribers. We talk about email marketing, strategy, psychology tactics, and share what's working right now to make more sales online may come up with email hero of your business with a brand new episode every email marketing Wednesday. Make sure you hit subscribe on your podcast player.

Unknown 2:33

Now listen, this is a hard episode for us to record like what's the best email campaign because that's kind of like saying What's your favourite movie? What's the best song ever made? A child if you don't eat one meal for the rest of your life, which would it be satisfied? So it's a hard question. It's a hard question to answer but what we wanted to do in order to answer it, because we've got over 40 email marketing campaigns to choose from in the league, right? That's probably more campaigns than you've got kids to choose from. So it's also a great one. But there's there's one of them that really stood out to us. recently. And the reason is members of our programmes like the leader, the blueprints stuff just cannot stop raving about this. It's the one where we're consistently seeing people saying, I just did this campaign and this result happened. I'll

Unknown 3:12

Unknown 3:43

Yeah, it's wild. It's a really good campaign. So we should tell you what it is and why we're talking about it so much. So again, this is our favourite campaign right now. I think just in terms of the level of uptake we've seen and the results that we're that people are getting from it. as well. It's called the paparazzi flash sale campaign. Thanks for listening. You basically it's our take on the flash sale, the fire sale, you know, whatever you want to call it, a four day campaign where you're going to be able to sell a boatload of stuff at a discounted price and discount over the bonus, whatever. Now let's just talk a bit about that. Just automatically sticking a discount on something doesn't mean that you're suddenly going to sell loads of them. There does need to be a well thought out campaign structure behind it.

Unknown 4:19

Make a mistake on your data go. Well, actually, it makes sense. I'll do a discount. Well, if you ever get a discount ever, which you probably have right, or you've ever seen a store to a discount or shop to a discount, you know that that doesn't convert 100% like 100% of the people who see I just got to go buy it. And that is proof that discounts are not the the are not the magic potion. They're not the magic spell that just makes people buy. So it has to have as you said Robert has to have a lot more to it has to have anticipation has to have moments of it which change direction it has to have a flow to it. But actually to make one of these things work to make a flashlight this work I suppose like I'll paparazzi flash sale because I was in the league and the blueprint you get you've got all of the all the emails and how old structures but the first thing what's really nice about the paparazzi I think the reason we'll have such successful is it's a really easy, simple campaign to deploy to get out. There. The first thing you do, right, is you need to have a sales page which is converting, like goes without saying we're in the business of email marketing. We're not the sales page, the copywriting people, you know, we're going to assume you've got to you've made some sales through a half decent sales page that's actually converting well people want. So the first thing you're going to do dead simple, right and this is important is you're gonna take your sales page for your thing, and you're gonna duplicate it, you can just create a copy, and you're going to have it the flash sale version, right? And you're going to just make a bunch of changes to that sale to that to a duplicate of the sales page. So don't here's a cool little product. Good advice. Don't do what we would have done back in the day, which has just changed the actual sales page and I'm gonna go ahead and change it once the flash sale is over. Do you want duplicate? And then every single place on that sales page that you've referenced the price, so let's say it's normally $97 gonna make it 47 It's gonna be like a half price sale, right? You're gonna not take off the 97 and just type in 47 instead. Really important you don't do that. The Psychology of doing that doesn't really prove that you've made a discount people get that people see the price just 47 they can't see the fact that it used to be 97 and we can't ever expect to to have our audience remember that? We haven't seen that and gone. Oh yeah, that's right. So what we do instead is we are going to cross out the 97 we're going to take a little image from Canva or from wherever just strikethrough, cross out that 97 and put next to it 47. So they can see that this is a sale you're proving all the way through. It's a phrase we often use, we just say it prove it. If you've heard us talk about that before. And then of course you want to make sure that all the buttons on that page now point to a place where the car to a place they pay actually pays they only pay the discounted price and make sure it's very clear that they're paying the discounted price. All right, then what else can we do?

Unknown 6:46

We add a timer to the page. Yes.

Unknown 6:50

Unknown 7:58

So let's talk about the campaign itself and the sort of elements of it. So the way that we run the campaign, it is six emails sent over four days. Okay, six emails sent over four days. This is basically an email a day for the first few days. And then on the last day, we send three emails to let them know that this is closing tonight. So it's a very short, fast paced campaign. It's over in a few days. And again on that last day, we're really driving home the urgency of the fact that this is closing. Now one of the things that means you need to do of course is to find a lot of different reasons to send these emails. If you just send an email that says everything we're doing this product, it's on a flash sale, it closes on Thursday, so go and buy it now. Here's some testimonials and we've added a bonus in as well. You basically run out of things to say you've peaked too soon. And now all you can really do for the next few days is just to sort of repeat what you've said. So far, which is not very effective for anyone. So we as with all of our campaigns, if you're a member of our programmes, you may be familiar with our format of SVC, which stands for seed, validate, verify close, that's a whole different episode in itself and definitely not something we've got time to unpack here. But we have some webinars where we've taught it and things like that. So you may have come across it before but basically

Unknown 8:58

if you want to also if you are in the blueprint or the league there's a full detailed in depth training about SVC so if you're if you're a member you're thinking what the hell they're doing because you've not got an appoint yet there is a full training in your battle plans area just in case you need it. That's

Unknown 9:09

very true. I forgot that was there. So yeah, and then basically we're going to follow that structure. We're gonna drop an email that just seeds the idea that something is happening. We're gonna drop an email some emails that validate the interest that the curiosity was piqued by that first announcement, then we're going to verify that everything we've said in the thing is true. And then we're going to close it out with some sales as well. So basically, we send the first email is announcing the thing. The second email is talking about the discount. Third email, we use social proof and start talking about testimonials and stuff. And then on the last day, we send an email saying it's closing tonight. And we don't get clever with any of these emails on the last day, because you haven't got time to be clever. What I mean by that is not that you haven't got time to write clever emails, but they haven't got time to read them and be distracted by stories and lessons and stuff. When really this campaign is a very direct sales of all of our sales campaigns. This is probably the most direct sales campaign with out fluff and without stories and without anything in it to distract them. So especially on that last day. All of the emails are really gone by and have gone by now gone by now but with three slightly different angles.

Unknown 9:58

One of the things that you want to consider when you run a flash sale, you can run these flash sales either live to illustrate the budget sales now or you can run them evergreen, so they're already in your automations obviously, we use countdown hero which has a countdown timer tool to run these flash sales, which means they happen every single day. One of the things to definitely do though, is to is to consider you to always have to build even better if you can, having a reason why. Why are you doing a discount? Why is there a flash sale? That could be a could be any kind of why? If you studied any of you've read Robert Chai Dinis influence the power of persuasion or whatever hella Political Psychology of Persuasion. Yeah, now you're the one of the things he talks about is the because technique and you can be you discover through a lot of testing a lot of experiments that by just saying because and then pretty much anything. People will believe you more or people are more likely to comply is what he said, and to sort of do as you say, and so that reason why is really what we want you to have a reason why was it just so when people just put up a thing on Instagram go I'm discarding my course I'm like, why? If and the reason could be as bland as or as honest as I got massive tax bail. I haven't saved for it. So I'm discounting my cost. I need to make a bunch of cash. It could be that you can absolutely it could be you're a brand new subscriber to my email list. So I want to make sure that I take care of you. He has a brand new subscriber discount on this thing for next 24 hours. It could be you be on my list for a year discount. It could be it's Tuesday, and I flippin love Tuesday. So for us, we talked about email marketing Wednesday. That's a good reason. Hey, it's email marketing Wednesday. That means that 24 hours makes things available at this price. Any reason? It doesn't have to be because it's Christmas or it's the new year or something that's external. It could be anything. As long as there is a reason I got up out of bed in a really good mood. I just thought hey, I'm going to send I'm gonna set up a discount. I had 20 minutes spare this morning and I use that time to quit a discount code. Okay, cool. All right. So can we have a strong reason why.

So why does this thing work? So well? Well, first of all, the structure is the structure of the campaign is there like we talked about before it follows a four day structure of a campaign, but it's more than four emails. And those emails all have a very specific reason for sending those emails. Those emails will drive people towards the call to action to there's a discount and awesome bonuses added to the thing and of course that really helps to grease the wheels and get people buying stuff. This email campaign is Kennedy hinted that there can be automated so you can have this running for all new subscribers. In other words, the sale is only on for the first four days of somebody being a member. If you use a countdown timer like ours, which is countdown here. You can have it so that every new subscriber gets their own unique deadline. If I join your list today, then I've got four days starting today. If Kennedy joins your list next week, then he's got four days starting from next week from from that the day that he joins and so again, that's a really powerful thing to be able to automate this in order to get new subscribers by and quicker. And once they've bought stuff, then they're more likely to buy other stuff. We've just seen that statistically proven both in our business and by general research from people in lab coats or whatever, whatever people did research were. And so I think with all of those things, combined, the fact that you can automate this, the fact that the structure and everything is there, the fact that you're offering a really good discount or some sort of bonus or both. All of that results in creating this big surge of sales. It's

urgent, you have to take action now you're moving into the top priority list. That's what makes them really go over that over that hill.

So if you want to try this out for yourself, if you want to grab this, just go to the league membership.com and jump inside today it is one of the 40 campaigns 40 Plus campaigns that I've lost count out that are inside the league and so you'll be able to get access immediately to the full Google document with all of the emails, a full overview of everything we've talked about, plus the full campaign workshop training where we walk you through every single email and why the words are there and how to replace our words with your words to make it make sense for your product, your business, your audience, your personality and all of that jazz. Literally you'll have the full emails that you can copy paste just make some changes. Although I will say of all of the campaign's This is the one that requires the least changes, this is going to be the easiest one to apply to or one of the easiest ones to apply to what it is that you're doing. Once you've got it, you can get a bunch of results and then you can move on and start working through the other campaigns. So just head over to the league membership.com If you've got a bit of FOMO and you want to grab this campaign for yourself. Now let's get into this week's subject line of the week. Subject line of the week.

What do you got for us?

This one was the word car thieves all in lowercase and with a full stop on the end. And it was an interesting example. The story is about the fact that there's two different types of people in the world. There's people like my girlfriend, Rachel who like leaves that person or debit card on the dashboard. When she goes into there he goes out and leaves the car on the drive all the time with stuff fully on show. And then there's people like my dad who like wraps the car in clingfilm and puts it on the ground and like, you know, the most security conscious person imaginable when it comes to the car will leave anything in the car in case people think oh, that might be valuable, I'll break in, but rather than some bland subject line that was about you know, the two different types of attitudes to security or you know, something like that, which most people naturally sort of driven towards the subject. I mean, just car thieves and you can weave into that as tenuously as you want. Don't want to stop Kathy's Listen, there's two types of people in this world. There's people and the emails interest instantly more interesting because of the subject line than if you went down the obvious route. I love it subject line of the week subject line of the week. Thanks so much for the show

this week. Make sure you do hit Subscribe on your podcast player. If you're new to the show. Hello welcome. We do this every single email marketing Wednesday. So do hit subscribe, and the new episode will download every single week so you don't forget anything. And also, if you've not already, do leave us a review on your podcast player like read them like read them out and also helps us spread the word about the show. We'll see you next week. Thanks a lot. See ya Bye?

Right