Falling off the email marketing wagon happens to the best of us. 

Whether life got busy, a launch took up your focus, or you just fell out of the habit - it happens. And if your list hasn’t heard from you in a while, it’s tempting to wait for the “perfect” moment to restart (eg. Monday, the start of the month, or some other arbitrary milestone) 

But the truth is, the best time to reconnect with your audience is today.

In this episode, we’re diving into how to restart your email marketing without overthinking or worrying about upsetting your subscribers. 

(Plus, we’re giving you the exact framework for the perfect reintroduction email - we call it the ‘Terrible Friend’ Campaign)

Let’s do this!

Useful Episode Resources

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

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

00:00.82

Kennedy Kennedy

How do you get back on the email wagon once you've fallen off? you Maybe you've not emailed your list for a while. Maybe you got out the habit. How do you get back into it and do it well without feeling icky and without all of your list complaining? That's what we're gonna talk about today.

00:38.30

Kennedy Kennedy

Mmm, off with a lovely cup of tea this morning. Hello, it's Kennedy. Thanks for being here. If you're new to the show, then hello. Welcome to my little corner of the podcast and world. I'm here um just chatting with you every single Wednesday. We'll call it email marketing Wednesday. And if you haven't already hit subscribe on your podcast player, and that means you download a new episode.

01:01.21

Kennedy Kennedy

of this show every email marketing Wednesday and it's amazing to me absolutely amazing to me that we get you know thousands of people download on this show every single every single month right and yet we only have a few ah podcast reviews on Apple Podcasts so do us a favor right now pop over to Apple Podcasts and leave a review of the show on that podcast player it really helps us to get this show into the ears of more people so we can help more people do great email marketing help more people who are struggling

01:39.45

Kennedy Kennedy

with making sales online and giving them these tips for free every single week. So do go over to Apple Podcasts, leave a review. It really, really helps us and it'll help a lot more people in doing that. So we're sort of doing like this almost like back to school edition, imagine kind of thing, right? So it's like,

01:58.03

Kennedy Kennedy

Okay, we know a lot of people when they come into our world are like, oh, do you know what? I've been really naughty. I've not emailed my list or I've not emailed a segment of my list for a while. I've really fallen off the wagon when it comes to my email marketing. So what can I do about it? How do I actually start showing up to my list again? There's a few things you have to do. The first thing is, first of all, just forgive yourself honestly like i know it sounds a bit there a bit motivational but do forgive yourself it happens right it's happened to me you have stuff go on in your life in your world with your family with you know with stuff maybe something happened in your business maybe you've had a launch or you've had a big load of events going on and just haven't

02:42.92

Kennedy Kennedy

got you've you sort of form out the habit of sending your regular emails and doing promotions to your list. That's okay. It's gonna happen if you do it for long enough, right? It's definitely happened with us. So first of all, it's cool. The next thing is, don't wait till Monday, right? You know, the whole thing of the diet starts on Monday, obviously is bullshit, because Monday is just another day, it's just the day that's after Sunday, and it's in a loop. Monday is not the start of the week, it's just the day after Sunday. And Sunday is not the start of the week either, by the way, and Can we just have that argument? Why do some platforms, who the hell thinks a week starts on a Sunday? you know Some platforms are like, oh, do you want us to show you that when we'll show you the the calendar layout? Do you want the week to start on a Sunday or a Monday? Well, a fucking Monday. Obviously, that's when the week starts, man. It's like, do you want the word Monday to start with an M? Yes, please. That's how it's spelled.

03:33.60

Kennedy Kennedy

Anyway, that's before my first sip of this cup of tea, by the way, because bloody boiling this cup of tea. So that's what you have to do is you have to realise you don't have to start on Monday. So if today is the day, you go, do you know what it is? Today is the day. I'm going to just, because I've heard this episode and I'm listening to this now and I've fallen out of it.

03:55.26

Kennedy Kennedy

I'm going to just send an email today. I don't give a toss what day of the week you're listening to this on. You can send an email today that restarts. It doesn't have to be the beginning of a week. It doesn't have to be the end of the week. It doesn't have to be the middle of the week. It doesn't have to be the special magic day. You know, it can be any day of the week. Even if you have a membership called the Monday Club,

04:14.25

Kennedy Kennedy

And it's all about doing the best things on Mondays ever. For people who love Mondays, you could still send and eat your first email on a Thursday, on a Wednesday, on a Saturday. You can still do it, okay? Because that first email you're going to send, that's getting into actually what those emails should be.

04:33.41

Kennedy Kennedy

well The first thing is is the mindset bit for you, okay? So hopefully we've kind of got that all sort of cornered there for you, right? We'll figure that out, which is start today, restart today.

04:46.08

Kennedy Kennedy

Don't go, oh, and I'll do it tomorrow. Cause you know what they'll do is you'll just not, you'll just not do it tomorrow. If you haven't done it yesterday and you didn't, and you're deciding not to do it today, when you're thinking about it more, you're going to think about it tomorrow, then you're not going to really do it tomorrow. Your chances of doing it tomorrow are less. I mean, just way less than doing it today. So just do it today. All right. Do yourself a favor. Do the world of favor. All the people you need help do them a bloody favor, right? Do it today.

05:10.82

Kennedy Kennedy

what to do. So if you haven't emailed them for a while, the risk you've got is that you are going to show up in their email inbox, and they're going to go, who the bloody hell is this? Like, you know, when you get an email from somebody, of you don't recognize their name, because obviously, we see those names before we read the even the subject line. So you know, left column is is the name, and then the next column is going to be the subject line. If we don't recognize their name, we're almost like, who the hell is this? Why are they bugging me? what they good What do they want? What do you want? What do you want? You know, that crap she mostly opens their front door. Yeah, what do you want? Like grandpa, right?

05:39.16

Kennedy Kennedy

um What do you want? um And we don't want that. so Okay. We want to make sure that when they see that that name that they don't recognize ah that we immediately overcome that. So we need to reintroduce ourselves. And one of the pieces of one of the campaigns we have inside of an email here, a blueprint. So all of you who have our blueprint already know about this. It's called the terrible friend campaign. And this is really, really powerful, really, really powerful because you basically are going to show up and say, Hey, I'm really sorry. He's going to start off with apology.

06:09.02

Kennedy Kennedy

You're not sorry to be in touch. I'm really sorry I haven't been in touch. Okay. What is that? That puts basically this entire email that I'm going to outline for you now is going to prove using lots of subtle little things that you are not a spammer. You didn't just scrape their email address off LinkedIn or off our website or whatever. I use one of those AI tools, but actually that they joined your list and they wanted to hear from you, but you just not being in touch and they will have forgotten. Absolutely. There's people I'm looking down my email inbox right now. There's people I'm like, I don't even know how I got on that email list.

06:41.32

Kennedy Kennedy

just That's just the way it is. Okay. We're all getting lots of emails, got lots of social media messages from people. Like we got, we're just saying a lot of stuff, right? We're seeing a lot of stuff. So the first thing we do is say, Hey, it's in ah in my case, i'll I'll do it in my perspective, right? So Hey, it's Kennedy. I'm really, really sorry.

06:59.34

Kennedy Kennedy

next line. Okay, lots of space. Because again, we want to make sure that this one, we're gonna have to do a demo, you have to do another whole episode about um the actual aesthetics of an email. A lot of people don't talk about this, like absolute walls of text, long paragraphs. And by long, I mean more than three sentences. Meaning that people go, whoo, they almost have to like take a deep breath and hold it while they read that paragraph. Because it's like it feels like a big effort to unpack the pieces, especially for me. like I'm dyslexic. I also, I don't know if I've got ADHD or something like that. I don't feel like I need a diagnosis. But like I feel like I find keeping my attention at least.

07:37.44

Kennedy Kennedy

um on on on big paragraphs difficult. I know a lot of people do that as well. Like it's it's a lot of effort. People have to burn a lot of mental calories. So so short. Short paragraphs, okay? I'm really sorry. And then the next paragraph is really important. And it is, you say, you joined my list a while ago. So remember, we're saying you joined my list, right? You're reminding them to learn about or to hear about, and then remind them of what it is you you teach. To learn about, um you know, post-menopause weight loss or, um

08:12.01

Kennedy Kennedy

you you know whatever whatever your topic is, um to learn about email marketing and making more sales for emails. So in that one sentence, we're doing two things. One, we're telling them they opted into our list. So it was them who joined us, not us grabbing their email address on the internet. We're not a spammer.

08:30.34

Kennedy Kennedy

And a lot of this email you'll see is proving that we're not spammers, like, okay? Because that's the big fear that people have when they see an email from somebody they don't recognize their name, right? So I'm really sorry, you join my email list, right, to learn about and then remind them, and they go, oh, I do care about that topic. Even if I don't remember joining your email list, because I've joined lots of different people's email lists about that topic, they'll go, well, I do care about that topic. So it is definitely um it's definitely relevant. And the next sentence, and the next part is, but I've not been in touch for a while.

09:01.61

Kennedy Kennedy

And we go, okay, well, that's that's the reason I don't remember you. So in that one sentence, we've really done a lot to remind them who we are, remind them that it's permission-based, remind them that we're not a dickhead, okay? Then the next paragraph, so new paragraph, is gonna be something like,

09:18.35

Kennedy Kennedy

But from now on, I'm back on the wagon, I'm gonna be back in your inbox, and basically you're gonna tell them you're here to serve them. I'm gonna be back and then tell them how often, tell them your frequency that you are gonna show up. I'm gonna be sending you a tip every single Friday or every single day, Monday to Friday, every single day, seven days a week, to help you with that.

09:41.04

Kennedy Kennedy

thing to help you with your email marketing, to help you with your weight loss, to help you improve your lawn, to help you do whatever it's going to be. Sell them on the value of that and almost be as if like, because I've been so bad, I'm going to go above and beyond by giving you this value. And it's totally free.

09:59.68

Kennedy Kennedy

then So that's the next bit like what you're gonna do about it The next piece is the I call it the open door right the open door What we're not saying is how you are being basically held hostage You've got to get my emails because they might have changed their mind So again, we're gonna be nice be cool and also do another proving point that we're not a spammer We're gonna do something a spammer would never do which is say But if you change your mind and you feel like you can't forgive me for being such a terrible friend, then here is the unsubscribe link if you don't want to hear from me, if you don't want to receive my emails and you give them the unsubscribe link right there in the body of the email so they can click it.

10:39.64

Kennedy Kennedy

And then the next paragraph I just say, but I'm here, I've got my fingers crossed or here's hoping, you know, use your personality. I got my fingers crossed that you want to stick around and learn more about how to benefit, benefit, crush it with your email marketing, turn more of your subscribers into, into paying customers, make maximum return on your investment of building your email list, you know, whatever the subject, whatever the topics are going to be, the benefits are going to be, and I'll be on your inbox from tomorrow, from Monday.

11:06.13

Kennedy Kennedy

tell them what it's going to be. And that's the last bit. It's the tie down of when they're going to hear from you next. And that's going to do two things. One, it's going to set their expectations. But two, it's going to make you commit to them and commit to yourself of when you're going to be emailing next. That's a terrible friend campaign. And then basically, the next piece is to actually do what you said you're going to do. And that is show up when you said you're going to. I'm going to email you three times a week. Great. Make sure you do. I'm going to email you every Friday. Make sure you do. I'm going to email you every single day. Make sure you do. So that's how you get back on the wagon. One, do not wait until Monday.

11:47.94

Kennedy Kennedy

Do it today. Do it today. And two, use that terrible friend email that I've just outlined for you. All of you who are inside of our Email Hero Blueprint program, you've got the framework for that entire that entire email to actually go and use and a few more new answers to it as well. But for everybody else, you can go use exactly what I've just shared with you and and and have great, great, great success with it. Now time for this week's...

12:18.36

Kennedy Kennedy

So I thought I'd share with you this one, which is it says totally wrong. And then it's a jigsaw piece puzzle, like a piece of a ah jigsaw puzzle piece, a piece of a jigsaw puzzle. I don't even know how you say that. You know what I mean though, right? And it's it's a little a little a little emoji of one of those. And the reason this works well is because like totally wrong puzzle, totally wrong piece, totally wrong. It kind of doesn't read brilliantly.

12:44.38

Kennedy Kennedy

It is completely relevant to what the email content is about, which is about um having the wrong pieces in place um for your business and your sales. But also, what's really nice about it is it's an emoji that people don't use very often. So here's what I want you to do today. Go take a look on one of those emoji websites.

13:04.79

Kennedy Kennedy

And just have a little look for some emojis and go, I've never seen anybody use that. So this one really, you know, but I mean, that's not what just full transparency. I did not do that to but the subject line. I knew that I wanted to do something to do with my whole metaphor in the email is about Jigsaw puzzle.

13:20.62

Kennedy Kennedy

um building jigsaw puzzles with all the wrong pieces. But a really good way of finding unusual emojis that really pop in the inbox. So obviously, if I scroll through my inbox right now, I can see like, you know, those two eyes look into one side, I can see a little hand waving emoji, I can see a thumbs up, I can see like the red siren, I can see, ah you know, there's there's a bunch of a bunch of different subject lines with with emojis in them for sure. There's a cookie, there's a little picture of a credit card. like These are commonly used ones. But if you can find one that people are hardly using, it really stands out. So not just using emojis,

13:59.95

Kennedy Kennedy

but using uncommon emojis in your subject lines. So hopefully you found that useful. If you're thinking right now, oh, I would really love to to get more of this, then definitely come and check out our Email Hero Blueprint. If you're not already a ah student of that program,

14:16.36

Kennedy Kennedy

You seriously are i working a massive disadvantage when it comes to making sales with emails. I don't say that lightly. I really, really truly really mean it. Um, until you have this all dialed in, you are making everything in your business much, much harder. So do come and check it out. Email marketing heroes.com slash blueprint email marketing heroes.com slash blueprint and check out all the details on that page. And I will see you all next week.