We always say email marketing can help you make more sales, more predictably, and in less time. But you shouldn't just take our word for it - that's why we regularly share email marketing success stories from our amazing students. Our client Lucas Reuterstig is one of them. After joining our programme and implementing just two of our email marketing campaigns, he saved his business, and his calendar got fully booked for 3 weeks!

Want to know how he did that?  

Let's find out! 

SOME EPISODE HIGHLIGHTS: 

(0:15) Join our FREE Facebook group.

(3:32) Who is Lucas Reuterstig?

(6:02) When did Lucas get started with email marketing?

(7:57) What was the first thing Lucas did when he joined our programme?

(10:41) How does Lucas feel about his email marketing now?

(13:01) What's the plan for Lucas's email marketing going forward?

(15:29) What's the one action that made all the difference?

(17:13) Would you like to hear more from Lucas? (And get a special offer?)

(18:44) Subject lines of the week.

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Who is Lucas Reuterstig?

Lucas runs a programme (and a podcast) called Presenter Mastery, which is a communication training program that delivers:

• ​Confidence, so you know what to say and when, and your message becomes clear and engaging. 
• ​Delivery, i.e. the scientific skills that make your audience listen.
• ​And content, so you can learn to use storytelling in your presentation to increase anticipation, excitement, and buy-in.

In their business, Lucas and his team analyse s a person's presentation style and create an individualised plan for development. They also deliver weekly calls, live training, and coaching to their community of students.  

When did Lucas get started with email marketing?

Lucas has worked with David Phillips (a public speaker for 25 years) since 2020. When they launched their first platform for communication training, they didn’t use email marketing at all. However in 2022, with a better understanding of sales funnels, they discovered another way of selling online. This was when they created the Presenter Mastery Programme, and while they knew email marketing would play a part in their business, they didn't yet know what kind of emails to send out. 

At first, they'd only use emails as reminders for any events they had coming up. Then in February 2023, they decided to make a change - they wanted their email marketing to have meaning and to be 'spot on'. This is when Lucas found our podcast and then decided to join our programme. 

What was the first thing Lucas did when he joined our programme?

Lucas joined our programme (The Email Marketing Hero Blueprint) for a specific reason - he wanted access to our email marketing templates. So the first thing he did when he came into our world was to implement our Paparazzi campaign, which is our flash sale campaign.

Immediately, Lucas found that our campaign was producing results, so in May 2023 he also implemented our webinar sequence to bring people to his live events and then offer coaching calls at the back of those.

And do you know what happened? Lucas and his team sold out on all their spots - their coaching calendars were fully booked for 3 weeks! And at that point, Lucas had to do the unthinkable and shut off the rest of the campaign! That's until his team came up with the idea of selling other courses they had. Phew - more sales incoming.  

In a nutshell, the combination of the two email campaigns that Lucas tailored to his business and implemented was so successful that he's been using them ever since. 

How does Lucas feel about his email marketing now?

Lucas and his team had the best month in their business in January 2024. And the difference to how he felt before is night and day, he said. He no longer feels like the stressed-out, hustling entrepreneur. Now, Lucas can plan what’s coming ahead because there’s predictability in the business. And that’s thanks to having email marketing in place.

Lucas and his team are comfortable knowing that email marketing makes everything work. If you already have performing ads that lead to a great webinar (like Lucas had) but don’t remind anyone about it, no one’s going to show up! Email helps reiterate what’s happening and tells people why they should take action. Without email, nothing happens!

Email marketing has become a crucial part of everything Lucas and his team do in the business. And that's no surprise. Because email marketing supports the things you're doing in your business by amplifying what already works and making it more effective.

Lucas and his team now have a system that works, and they want to scale it. In fact, because of how successful the company is, Lucas has hired the services of our agency to bring more momentum to everything they do. And the priority is to build their email engine.

What’s the plan for Lucas's email marketing going forward?

Lucas believes he and his team have been lagging with their daily strategy, as they’ve only been sending emails out once a week. So they plan to ramp regular emails up and be more 'on point'. They also want to align their daily email strategy with their social media effort and overall marketing. 

Lucas’s business is in a position where they’re driving massive sales through email but also creating higher revenue, which gives them the comfort of a safety net. They don't have to think about where the next conversion is going to come from because their sales are consistent and predictable.  

Reflecting on previous Christmas periods, Lucas remembered how stressed he used to feel. But during the Christmas 2023 period, the sales kept rolling in. Coaching calls were booked, and everything was running smoothly without Lucas having to physically do anything. And that's because their email marketing engine is performing.

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What’s the one action that made all the difference?

For Lucas, the ability to focus on email marketing specifically has made all the difference. He zoomed in on email marketing to make it work for their business. That meant setting other things aside and delegating some tasks. But doing this paid off! Because as soon as the campaigns were set up, he could replicate them, and the next part became easier.

You need to invest the time upfront to make it all happen. After all, for most people, email marketing is about revenue generation. And if you dedicate time and commitment to figure it out, it'll give results. 

Would you like to hear more from Lucas? (And get a special offer?)

If you want to find out more about Lucas, he has a podcast show called Presenter Mastery where he and David talk about presentation skills every week. You can also find them on their website. Lucas also kindly created a special offer for all our listeners, which you can find here. This resource is something that's normally sold for 37 euros at the end of a webinar, but it’s free for you!

Did you enjoy one of the many email marketing success stories we share from students of our programme? If you want to get access to all the resources that Lucas and his team have been using to create amazing success in his business with email marketing, check out our programme – The Email Hero Blueprint – and jump in!

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Subject line of the week

This week’s subject line is one that Kennedy wrote, and it's "Off the record (THEIR NAME)” (i.e. the subscriber’s name). The email was about the fact we were doing a bonus behind-the-scenes talk with someone, and we invited people to attend. It was a conversation “off the record”.

Why did the subject line work? First of all, it doesn’t tell people explicitly to go and listen to us having a conversation with someone off the record. The reader doesn’t know what this is all about, so they want to go and find out. But also, putting someone’s name in brackets makes the whole subject line pop a bit more. And it drives a lot of compound curiosity. So check it out!  

Useful Episode Resources

Related episodes

How April McMurtrey Increased Her Revenue By 400% In Just One Year – A Case Study.

How Cheryl Hatch Increased Her Membership Conversion Rate By 84% With Just Two Email Campaigns – A Case Study.

And How Our Client Jeri Anderson Made $27k In Month One Launching A Brand New Business & Starting With Zero Contacts On Her List.

FREE list 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 

Not sick of us yet? If you're a course creator, membership site owner, coach, author, or expert and want to learn all about our ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days), 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 flow of sales without having to launch another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or 'better' subject lines. And you can apply everything we talk about in this show.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about one of the amazing email marketing success stories of our clients) 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!

Unknown 0:26

Hey, it's Rob and Kennedy. Hello. Today

Unknown 0:27

on the Email Marketing Show we're talking our friend Lucas in Sweden about how he is selling his presenter. Mastery programme using awesome, delicious, delightful email marketing.

Unknown 0:38

Unknown 1:06

are only three times of year when his hair actually makes sense. It's a comedy hypnotist Robert sample

Unknown 1:12

and he doesn't like the way people say sandwich sandwich sandwich style my psychological mind reader Kennedy

Unknown 1:20

therapy three times a year okay, let me warn them is

Unknown 1:30

Christmas shopping, Christmas has raised the festive colours either because it's either because Coca Cola made Santa Claus red or because it was baby Jesus his favourite colour and I don't know if I'll let you just call it Valentine's Day.

Unknown 1:43

McDonald Appreciation Day no comic relief.

Unknown 1:45

In the UK we have the comic relief charity, they go around the register. Everyone thinks I've been pulled up for those reasons. I've

Unknown 1:55

been walking down the street for Christmas. Now listen,

Unknown 1:58

I know a bunch of people who say and I'm gonna just make you sick in your mouth for a second. I know bunch of people who say the word savage Now isn't that what you're talking about? Are you talking about?

Unknown 2:06

I'm talking about Smidge, sandwich salad. Sandwich.

Unknown 2:11

Right. So what can you say? What are you going to have a sausage?

Unknown 2:14

I can't say the word I don't like the way some people say salad. It's the way people say that. Well.

Unknown 2:21

You don't like the word sandwich.

Unknown 2:23

No, I don't mind if it's written down.

Unknown 2:26

Right. It's all possible pronunciations of the word sandwich.

Unknown 2:31

Son sandwich.

Unknown 2:33

I get pissed off when people say savage Savage.

Unknown 2:36

I'm having such a savage.

Unknown 2:41

Somebody writes essay MMA G

Unknown 2:43

so savage. And they'll tell you you'll find the stuff. Every week on the show, we show you how to make more sales and earn more money from your email subscribers. We're talking about email marketing strategies, psychology tactics, and show what's working right now to make more sales online. Making you email marketing hero of your business with a brand new episode every monday wednesday. Ladies, make sure you hit the subscribe button on your podcast player.

Unknown 3:10

Those ladies got a bit carried away they they kept going for a bit too long. Without paying them out a second. Let's dig in Lucas, welcome. You have been here this whole time believe it or not. I read the record all this bollocks ages ago and then they just bring Lucas in for the good stuff. Nobody has been sat there quietly just waiting. Welcome to the email marketing show.

Unknown 3:28

Thank you. Thank you. It's it's a pleasure. It's great to be here.

Unknown 3:34

We have some cultural, cultural European folks on the show. Yeah.

Unknown 3:37

Give us a bit bit of the background, what your business is what you do, who you help, that kind of thing. Yeah,

Unknown 3:42

sure. So you're both stage performers. So you, you know, you've been out on conferences, events. You've been to all these different kinds of shows where there's usually you're brought in to be the entertainment I assume. And then there is the corporate end, where you have a leader who is trying to inspire their audience, or you have a keynote speaker who comes and like brings out the topic. This is the thing that you need to be doing currently, or there's a guy selling on stage. Well, you've also seen that some of these people fall short in one way or another, and it's usually down to one or three things. It's either their own mindset skills where they feel impostor syndrome or nervous about what they're doing and that's shows through or it's they're good at that but they have really poor content, like they overloaded slides, bullet stories that don't match the overall topic, right? Or they're good at both of these things. But it's the last thing that's really horrible, which is their delivery. They've got follow ons and ours. They're pacing back and forth, making it look like they're nervous, but in reality, they're not, you know, and it would be nice if these people could have an analysis, where you put them through a system where the first could analyse where you look at all of their different delivery skills. And you might think that they have like one to three or five different delivery skills, but there's actually 110 specific skills that you can be looking at. So doing a analysis, getting a personal plan for development, and then doing weekly calls through live trainings, coaching and having a community based off on that. That's what we do. We help people make sure that their delivery their content, and their mindset is all in one, and that their message is just on par every single time. It's great.

Unknown 5:11

You've answered my question about the format and how it's delivered and what it is at what stage in this and like your previous enterprises as well. Did you get started with email marketing being a part of it? So just for context, where did email?

Unknown 5:24

Unknown 6:32

to show you one of our programmes and then you're on the show. There you

Unknown 6:36

go. Yeah, so that 12 month journey here I am like a pyramid scheme when you put it like that

Unknown 6:43

becomes the thing becomes the guest moment. I love it. All right. So when it came to like you found us you join one of our programmes obviously have a thing called the email hero blueprint and you've used a lot of the material use some of the material from inside, but there's a lot in there. So of course, I'm just all about hope. What was the first thing you thought, right? I'm going to implement that. Yeah. So

Unknown 7:03

I bought it for a very specific reason. I wanted the templates and I wanted a close to cart sequence. And I had heard from a friend that you need to send between five and 10 emails afterwards. How do you do that? So the first thing we did was implement the last steps of the paparazzi campaign. And we did a flash sale campaign just to like put urgency close it out. And I was like, okay, so this is working. We're having another event and it was in May, I think last year where we did a new live event and then we utilised the full webinar campaign to bring people to the live event and then push to offer a coaching call together with our team. Now what happened was that we sold out on all of our spots. We our calendars were booked for three weeks. So I had from the event like on the actual event hours later done. So I had to shut off the rest of the campaign and just say, Okay, what do we do now? So I sat around with my team, like, what did we do? And someone said, Well, we can sell this other course that we have. Yeah. How do you do that? Oh, for the Pavarotti campaign, so I just stopped with the end and then I could just implement another one. So basically those two just Yeah, I can say for sure that they saved our business at that point. And then I've been just keeping on using them ever since. I

Unknown 8:14

mean, results are not typical. We can't use case studies and stuff and testimonials anymore because we'll get sued. But those two campaigns saved my business.

Unknown 8:22

To you with your particular business. And

Unknown 8:24

yeah, obviously we, I mean, there's a lot of things going on and having being able to just comfortably lean back and say, Okay, I want to pick something in this library of things and find exactly what you need and just implemented from your own perspective, tailor to your products. It's so easy when you have that.

Unknown 8:46

So just before you started doing that, I know we were talking before we started the episode today about you felt like you'd sort of set up set up after your words where it builds it and they will come kind of business and then now you've got this much more proactive approach. So how does that make in terms of like, where the business is going? How does it make you like why does like how does even market and make you feel like in the business right now?

Unknown 9:05

Oh, it's it's night and day. I mean, I literally said to my team last week, where we close out January as the best month ever in our business and I said I finally feel that I'm not that stressful hustling entrepreneur anymore, where I can actually start planning for what's coming ahead because suddenly there was predictability in the business in a way because of having emails in place.

Unknown 9:29

And stuff or Yeah, well, everything

Unknown 9:30

from well, our lead generation landing on our webinar, doing that and just being comfortable knowing that we don't like all those metrics in between the emails, just make everything work. But if you had great ads that lead to a great webinar, but you don't remind them anyone about the webinar, no one's going to show up afterwards. Reiterating what's happening and why you should take action forwards. Without email, nothing happens. So it's a crucial part of everything that we do. I think people forget this,

Unknown 9:55

like email support the other things you're already doing in your business as well. Like for anybody who's like thinking, you know, it might be earlier in the email, you know, in that email journey, we're gonna remember that if you're already doing a webinar in your case, or you're already running ads to a landing page, or you've already got some subscribers on an email list, leaning into some email marketing and doing more event, doing it better finding a way of making it better and more effective. amplifies all of that stuff, doesn't it?

Yeah. 100% It's, it's so good. We've come to the point where we're looking for it for the upcoming year. Now it's so clear that okay, we have a system that is working and now we want to scale it onwards and just put everyone in the team to be geniuses in their own little silo even though we're working together. So what we've actually done is due to the success of the company, we've actually hired you as an agency just to get all the bits done set in place to just bring high momentum to everything that we do. Right.

And so obviously, as you've just said, you were gonna work with already while working with urgency to get a bunch of stuff done to build out the entire engine and stuff. What's your kind of like, next plan with email from that point on? Have you thought about what you want to do around the corner next year?

Definitely lead to we've been lagging a bit behind on our daily strategy. It's been kind of once a week, so I want to ramp that up and be more on point I want to also want to pair it up with our social media efforts with our with our overall marketing so that everything just aligns in a way and it's, yeah, I'm looking forward to just being able to to make that happen. It

sounds like I think I hear different types of results from people who do email marketing. So I don't want to put words in your mouth. So please confirm or deny this. But it sounds like some people like the sort of the comfort of being on set back and just no sales are coming in. And some people like I've had my best month ever and it sounds like you've hit the really sweet spot of both. So like you're driving massive sales. And not only that, like it's higher revenue, which is great. Everyone knows that. But also it gives you the comfort of knowing even if it isn't looking to explode their business even if they're quite happy to get along doing what they're doing. You also have this safety net this blanket of just doing I'm not thinking about where the next conversion is gonna come from. I'm not going to just send out an email this month because crikey, we need some sales and I hope this email might send some Instead you've got something that sort of predictable and consistent that you needed to be right.

Yeah, yeah. And it's over Christmas. I had this epiphany. I had a year before Christmas was a bit stressful and I was thinking about the business I was thinking about, like what do we need to do and things just halted, but for this Christmas that was between 2023 and 24. I could just see sales, keep on rolling in meetings coming into the calendar, everything just running without me even doing anything. It's the weirdest feeling when you see an automated engine just performing and you're not the person. You're not even sure you could turn it off if you want it to

happen you lose track of all the little bits that make in sales. You know, we've had people clicking recently to an offer we've closed and we're like why the hell are they finding it? flavanone randomly an email turns up somewhere. We've got MS. There. That's you know, it's trying to drive sales and the programme has closed down so it wasn't working but it would have done if the programme was still there. Yeah,

we have those like every week we get a sale from some old offer and we still don't know exactly where it comes from.

What would you say is like the most significant action that you'd have to sort of feel like you're quite contented with the sort of predictability and consistency you mentioned. What would you say, of everything you've done? There's almost like lots of little national things you've done which build up together but what would you say is one big action. That's really what what's the major action that has had the most impact? It might be small action,

I would say it's all on focus, right? Being able to focus on a specific thing, and taking it's not a action. It's a whole lot of actions, I guess, maybe you're looking for something else. But I would say the ability for me to just single in on email marketing at the point where we did that and just put everything in my focus on that making it work. That was what made the difference, setting other things aside, delegating what needed to be delegated and just focusing on making this happen because as soon as that was done, I could just replicate it. And the next part was just way easier. But you need to put in the time right there and then just singularly focused on making it happen.

Yeah, yeah, I really like I think I think making the time to dedicate to this project, which, you know, the only point of email marketing is revenue generation, that's the only point of it and you keep working on it until you get some results for you. That's the whole point of it. Like it's not there to do anything else for most people. And so dedicating and committing sometimes I am going to figure that out. I'm going to make that you know, I am going to tame the beast is a really good thing to dedicate a bunch of project time to isn't it? So tell me if people want to hear more about you and what you're doing, where can they go?

Well, we have a podcast you can you can search for that presenter mastery. It's me and David talking about presentation skills on a weekly basis. It's we're having fun teaching skills, that we also prepared a special offer. I mean, as I said, email marketing changed our business, it saved our business. And for the listeners of this podcast, I just want to give back to both of you and to the audience. So if you go to presenter mastery.com/e m h as an email marketing heroes you'll find a very nice gift that we usually sell for 37 euros at the back of our webinar. You get it for free. So listening to the podcast, but that's it

presenter mastery.com/e M H. Correct. But yeah, that was I mean, it was just so interesting to present a mastery.com/emh to go and get there as well. That's cool. You'll

find us all over the internet to present a master or David Phillips I mean, David has three huge TED talks, one on storytelling one on Done 10 steps and how to avoid death by PowerPoint. It's just different ways into our world.

Amazing. And if you want to find out if you want to get access to everything that Lucas and his team have been using, in order to do this, you can head over to email hero blueprint.com Check out full details of the course jump inside and get access to those resources too.

Thanks, Lucas, who really appreciate you. Wow, amazing stuff. We're gonna get into this week's check line of the week subject line of the week. It was again, it's you. It's me finally, sometimes it's you mostly it's you. Sometimes it's me. So this subject line is one that I wrote for a campaign. I can't remember the campaign was well, I can't I can't. And the subject line was all lowercase off the record, and then in brackets, their name as a mail merge their name, and this was all to do with the fact we were doing like a bonus behind the scenes talk. With with someone that we could cut back people to come and attend. We'll we sometimes do that. We say hey, we're gonna hang out with some of our friends and just chat about this topic. Do you want to come and listen in so if you're on our email list already, you'll know that we host those things sometimes just to hang out and hear what people thought off the record. But this idea is gonna be off the record. There's a few things first of all, there's subject like doesn't say, here's a link to go and listen to us and hang out with us chatting off the record. For all the reader knows. This could be you saying something in the email off the record, like under your breath to the side like Hey, I shouldn't say this, like on the record efficiently, but kinda here's the here's the real behind the scenes chat. And then putting someone's names in someone's name in brackets in parentheses. Just makes it like pop a bit more. It's a bit like that's a really strange like, why have you put that in there? So there's driving a load of that compound curiosity again. So that's this week's subject line of the week subject line of the week. Thanks

for listening to the whole show this week. Make sure that you hit subscribe on your podcast player because me and Kennedy and sometimes a special guest on here every single email marketing Wednesday with a brand new episode of goodness and is a great one coming for you next week as well in fact, so make sure you hit the subscribe button on your podcast player. And we will see you there so yeah,