Email

Marketing
Ultimate
Guide

Swipe High Converting Million Dollars

Email Marketing Strategy

Copyright Marketing By
2021 Fundamenta avolin
Avoline Co. ls
Powered e.

introduction.

Now that you have your lead magnets, tripwires, and core offers, we’ll now
cover the email marketing strategies and frameworks that convert a new lead
into a loyal customer on autopilot.

We’ll also be sharing with you a bunch of examples and swipe files that have
made businesses and brands millions of dollars... putting you in a position
where you can simply insert your details, edit where you need to, and similarly
make a lot of money from your emails.

The first point to make: EMAIL MARKETING IS NOT DEAD!

Just because it’s one of the oldest marketing channels, people may say that it’s
outdated and doesn’t work... trust us when we say it is alive and well! As long as
you do it in the right way.

Email marketing should be one of the key core marketing tools within the
marketing strategy and sales funnel. This is the channel where you can
effectively build one-on-one relationships with potential users to build trust and
build the relationship.

An inbox is somebody‘s personal space. If you can get into their inbox and be
respected through the value and connection you are about to learn, then you’ll set
yourself up to make it a lucrative channel.
Let‘s do the math

Let’s just give you an example of why it’s so powerful.

Let’s say you send cold traffic to your sales page and they convert (buy) at a 2%
conversion rate which is considered an amazing sales page performance...
Send 1000 people to the page and you get 20 sales! Amazing.
But...

Because you sent them to just an offer page, you are losing 98% of visitors.
That’s 980 people that you might never see ever again! You’d then have to
invest in getting another 1000 people the next day, week or month, in the hope
that they will buy from you again.

Now...

If you send that person to a landing page with a lead magnet that converts at
40% (40% is considered a good lead magnet conversion rate) then that means
you have 400 emails where you can continuously get in touch with them over
and over again.

Because those email signups are now more familiar with your brand, your offer
and services, and because they’ve already committed to you, if you send them to
that same 2% converting sales page, they are actually more likely to convert
because they are qualified warm leads! So... they will likely convert at double the
rate of the cold traffic. So in this case, 4%.
The Results

If you send those 400 email signups to the 4% converting sales page you’ll get 16
sales. Yes, 16 is less than 20... BUT...

You now have 386 email addresses who you can continuously send sales offers
to whenever you want. And, because it takes people on average 7 points of
contact before they buy... over time, and after 7+ valuable emails you’ll send
them... they will convert!

Repeat this for every 1000 visitors you get, and the results are far beyond what
cold traffic to a sales page would get you.

You should use the above figures and work-in the price of your product to see
if you can project potential revenue based on some conversion rates.

Does that number look good?

This is the power of the funnel in action.

Note* It doesn’t mean to say that you can’t send cold traffic to a sales page. You
still should, it all depends on your offer and price point. Many of our e-commerce
clients get sales from cold traffic, but they also get that cold traffic to opt-in to an
offer or pop on their site so they don’t completely lose them forever. Or, they will
retarget to them through their pixel so they can continue to promote (something
we’ll cover too).

As you might imagine, email marketing is an advanced marketing tactic, such is

the power of it, but we’re going to simplify it for you so you are automating &
scaling your sales funnel and income.
In summary, you’ll need to create:

1) Welcome Automation
2) Engagement Automation
3) Cart Abandonment Automation

That might not be news to most of you, but it’s the details of what makes each
of those campaigns that are key to you increasing your revenues.

These are the exact strategies that we use for our clients, and that are shared
throughout the inner circles of the leading email marketers in the world.

Before you get started...

Email Service Provider

The basic starting point if you’re new to this... You need a place to host, manage,
create and send all of your emails and contacts.

When those leads that you are collecting from your lead magnet and landing
pages sign up... they’ll bounce straight into your email service provider (ESP)
which trigger the above automation that you‘ll set up.
There are a number of providers to choose from. Each has different features
and pricing. Some have better segmentation (we’ll go into segmentation later),
some have a better design editor and templates, etc, and some will have
different price points and send limits. So see what works for you based on the
size of your list, how much you want to segment and design etc.

We’d usually suggest something like MailChimp, Active Campaign, or

Campaign Monitor if you are just getting started. Drip.com is pretty awesome
for e-commerce businesses but more expensive than the other options. If you
are a bigger business, with sales teams and need an advanced and
sophisticated CRM and email provider you could use Infusionsoft.

So if you don‘t have an email service provider already, go and sign up to

ActiveCampaign or Mailchimp to get started.

Ok, now to the magic...

Automation

When a visitor becomes a lead, you need to send them into a list, and then
add them (automatically) to an email drip sequence.

A drip sequence can be called an ‘automation’ or ‘autoresponder’ too, so you’ll

see different terminology for those things.

Essentially, these automatons are pre-written emails, usually 3-7 emails long,
and set up to send out to a contact at certain intervals every couple of days.
Once the contact has finished the automation, they will move to another
automation or general newsletter list or something.

To keep with the Sales Funnel which we’ve already covered, you can set up
automations for each stage of the funnel that the contact signs up for.
So, if they sign up for the Lead Magnet, you can put them into a ‘Lead Magnet
Automation’ or if they sign up to your Tripwire you can then put them into the
Tripwire automation and so on.
Here’s a diagram on how your email sequence could look:
The aim of the emails as we have mentioned is to build rapport, trust, and
credibility so that they eventually feel comfortable to purchase from you.

Your goal is to do the following:

1. Capitalize on the initial excitement and connection from when the contact
signed up to your offer by building rapport

2. Continue Momentum to push them into other offers in your funnel

3. Engage with them and satisfy them with value to build a strong and long term

relationship 4. Prime them for future marketing messages and products 5. Sell

them those new offers

Sounds like a lot, but there are frameworks for it that we will share next.
Before we share them though, there is a helpful theme to use for each of
your email campaigns and automations, and that is...

Download Full Funnel Email Sequence

Storytelling

You’re already thinking, "so many emails, what the f*%k do I write?!“

A good framework to use throughout your whole email strategy is a storytelling

one. You’ll remember how we stressed that people connect with stories. It’s a
powerful sales tool and you’ll find that your best-performing emails will be the
ones where you use storytelling as a method for selling.

If you went through the 'branding‘, and 'target customer‘ sections of the strategy
and you answered the questions we asked you about your customers‘ fears,
why you built the business, who you are, what your mission is, what the
benefits are etc... this is where you can use all those different topics in each
email you send.
You put all those threads together, and you have yourself an ongoing story
that you can share with your contacts.

Each email can be a story with an inserted lesson or insight that follows on
from the last email and opens the loop up for the next email.

This can be a ‘string of pearls’ methodology (a string of valuable pearls together

on a thread), a ‘Soap’ or ‘Seinfeld’ sequence, where you create an episode
around your daily life with snippets of value that lead into the next email.

We’ve attached a popular and successful email marketers work to this section for
you to take a look at. His name Ramit Sethi, a successful marketer who ‘Teaches
People How to Be Rich’... sure this might not be your type of business but the
principles are the same. His story is focused on how you can get a high-
performance raise. His emails are long, but each one covers a single theme
before hooking the reader into the next email with a ‘cliffhanger’.
While this is happening you are connecting with him, you are trusting him and
getting value from him. You’re not under pressure to buy and every email isn’t a
sales email, but when the sales email does come, you’ll be more inclined to
make the purchase on anything you offer.

Russell Brunson, in his DotCom Secrets book, talks about the ‘Attractive
Character’ framework that you can use to introduce and tell your story
using the ideas below:
Using the above framework allows us to tell people what you are doing and why.
What inspired you? Where the passion came from? What kind of person are
you? Your family and kids? What do you love? What do you dislike? What’s your
skill set? What’s your mission?

This will help us build a relationship with the customers and build the picture. This
is part of the sales funnel and works like marriage... you don‘t ask a person to
commit to you after the first meeting, you get to know each other over a couple of
meetings. You learn a little bit more about each other to build the connection.
Then you feel comfortable committing. The onboarding cycle is exactly the same.

In the upcoming steps, we‘ll give you the automations you need to set up and
where you‘ll insert your storytelling emails.

Welcome Sequences

A useful and effective framework to use to create your welcome/activation

automation is the SOAP opera sequence. This would be sent when a contact
signs up for a lead magnet or tripwire.

It’s called a soap sequence because it’s meant to give the new contact a story,
with your character, your challenges, your drama, and your hooks that lead from
one email to the next as we pointed previously.
Here’s how it would usually look.

So this is where you are building a connection with your customer. You’re not
really hard selling them, but you might put a call to action to an offer on the last
day of the sequence.

If this framework sounds like it’s a good fit for your brand and product here is a
swipe file of the SOAP sequence, that you can use to simply fill in your own
details and story with:

SWIPE FILE: Example SOAP opera Email Sequences - x3

You don’t have to stick to this exact SOAP framework. It’s just a method you can
use to make it easier to get up and running. As we keep saying, you’d measure
the open rates, click-through rates and conversion rates of each email that you
send and test new emails to use based on your results. But this can be a good
place to get started quickly and easily with a framework that is proven.
Other welcome automations can include:

Email 1: Send them the product

Deliver their lead magnet or tripwire and say thank you. Keep it brief, short and
sweet. All they need right now is what they asked for.

Email 2: Welcome Email

The next day, say hello and introduce yourself to your prospect. Give the
contact the opportunity to get to know you. This would send as soon as your
contact opts-in to your email list. Send them the link to your lead magnet in
case they didn’t receive it the day before too.
Email 3: Benefit Email
Rather than giving them an email day after day (like the soap sequence above)
you might want to respect their inbox space and send your second email a
couple of days later. You can reiterate their pain points and offer your product
or service as a solution.

Email 4: Education and Additional Benefits

Give it another 3 or 4 days to again respect their inbox and privacy and to avoid
potentially crossing the ‘annoying’ line, and send the contact an email with
additional info on your product. You can use similar sales copy to what you have
on your sales page and have them click through to the sales page with a big call
to action.

Email 5: Engage with them on their opinions

After that harder sell in the last email, you might want to wait a week to fire off the
4th email where you can invite your contact to answer some questions. It’s a
sales technique to turn this into a 2-way conversation and activate them in the
dialogue. Asking them questions like “Do you agree” or “What are your
obstacles?”, “Have they tried XYZ?” etc. If you can get the contact to agree with
you and give you a ‘yes’ as they read, they are more inclined to move closer to a
sale.

Email 6: Offer
You’ve pitched your product a few times by now so before you leave them alone,
dangle a final carrot of the sequence to try and convert them. You can send them
an offer or discount on your product with a countdown to add scarcity. If they
don’t convert it’s time to then send them into that unconverted list where you can
start sending them ‘Seinfeld’ type emails to keep them engaged, but without the
sales pitches.
Other Examples Could follow a sequence such as:

Email 1: Product Delivery

Email 2: Welcome/About You/Intro
Email 3: How to use the lead magnet or tripwire Email 4: Amazing
Offer Intro Email 5: Details On Offer and Benefits
Email 6: Crazy Sale
Email 7: Testimonials and reviews etc

You see here, the sequence doesn’t have to be a certain number. It can be 10 or
20. But 3-7 is usually an optimum amount to drive sales. After that, you‘d want to
change the approach and put your customers into an engagement sequence
which we cover next.

Here‘s that SOAP Opera Sequence Swipe File for you again:

SWIPE FILE: Example SOAP opera Email Sequences - x3

Re-Engagement and
Activation Sequence
By now, you’ve introduced yourself, given them a soft and hard sales pitch, so if
they haven’t yet converted you want to segment them into another sequence
where you can send them weekly updates, newsletters, tips, stories, how-to
articles, etc. You’ll keep your brand in front of them and continue to give them
value without them feeling like they are getting pitched all the time.

Russell Brunson again uses a framework called the Seinfeld sequence, using
the infamous TV show as an example of the type of emails you can send to
continuously engage and retain your contacts.

As an example, you could send an email to your contact telling them about a
lesson you learned today, and how one of you “increased your FB sales by
using this ad copy” etc.

Or share with them an idea you have for a new marketing tactic or workout plan
(depending on what your business is) to inspire them in their own lives. The more
emotion you can share with them, the bigger the connection they will have to
your brand.

Engagement Tips

Retention and engagement emails help to bring that person back to your offer
and/or brand begin interacting with it again. They simply lost momentum, so help
them get back on track!

In order to write an effective retention and engagement email, you need to

understand what someone was trying to accomplish by signing up or purchasing.

Questions to ask yourself to get ideas about what to put into these
engagement emails include:
» Why did your contact sign up for your offer in the first place?
» Did you provide them with enough guidance and instructions on how
to use » your offer and benefit from it? Do they know what to do next?
» What is keeping someone from using your lead magnet or offer to
 accomplish that outcome?

List all of those possibilities, here:

How can you help them eliminate those blocks so that they can use your lead
magnet or offer? (This can include motivational emails, emails that remind them
of the value your lead magnet or offer can give them if they use it, case studies,
success stories, anecdotes of how you used your lead magnet or offer to solve a
struggle of yours, how-to’s, tutorials, or just sending them a reminder to use the
product. You can also ask them how you can help them get back on the horse.

Are there complimentary offers or upsells that you should make available to this
person on your list, to help re-engage them? In some cases, the person has used
your product/offer to its full extent and is ready for the next upgrade. If that’s the
case, then you can move them into upsell emails.
If the above questions sound familiar it’s because they are very much similar to
the branding and customer questions you may (should) have gone through in
previous sections of the strategy.

If you remember we said how those answers to the questions would help you
come up with your content for emails and blogs etc. Now is the time to go back
and use them. Pulling each pain point, dear, USP, value, selling points, into an
individual email so that you can share it with your customers.

Cart Abandonment

2 out of 3 people will abandon their shopping carts on a web page. So... don’t
lose them. They just need reassuring that your product is right for them.

If a customer does abandon, you need to make sure you give them the
opportunity to complete the purchase using cart abandonment campaigns.
This form of retargeting is highly effective for conversions and low CPAs.

Here’s how it can look:

Email 1: Your Left Something (remind them they forgot their item)
Email 2: Discount 20-30% Off
Email 3: Discount 20-30% Off Final Email + Bonus

You can even add more emails but we don’t advise you go over 5 as you’ll start
to annoy customers. Instead, you can rely on your retargeting ad campaigns on
Facebook or Google Ads to create an ad specifically for people that abandoned
a cart. (We’ll discuss later)

Most email providers will have cart abandonment campaign templates built-in for
you to choose from. You can only send them an email if they give you their
email on the first step of the signup process. I.e. before payment.

If you want more sophisticated cart abandonment software you can use additional
platforms such as Barilliance or Rejoiner.
Cart Abandonment campaigns are HUGE in recovering lost revenue. Here are
some tips on how to follow up with them:

» Make it a personal interaction, not a reminder. Like a good friend

reaching out. » A casual no-pressure tone is the best route to go in your
email
» Re-approach objections with a solution, proactively
» Incentivize them to finish their purchase
- Remind them of scarcity
- Give them an added bonus if they finish now, and state the bonus’
tangible value
- Give them another discount if they finish now

Here are some swipe files you can take to adapt and use for your own
business. All you need to do is enter your own product, links, and benefits
and you’ll have the best email campaigns in the world!

SWIPE FILE: Proven 4 Step Cart Abandonment Sequence

SWIPE FILE: Simple 2 Step High Converting Cart Abandonment
Sequence SWIPE FILE: 30+ Visual Cart Abandonment Email Examples
from Leading Brands

Email Content
Whenever you prepare to send an email, you should run through these questions
(from your reader’s perspective) to make sure your email is relevant, clear, and
engaging:

» What is your email’s hook? (The interesting reason someone will open and
read the email.)
» Did you write in short, easy-to-read sentences and broken up paragraphs?
» Is your email focused on one singular topic that is clear to your reader? »
Did you tell your reader one clear, strong, and prominent call-to-action? »
Did you make sure that any actions you tell the reader to take are simple to
take? » Did you anticipate the needs, questions, and desires of your reader
with this email? » Are all of the links in the email working?
» Did you proofread and spell check the email?
» What reason are you sending this email? Is it clear to your reader?
» What will you do if someone listens to your story? (What’s In It For
Them) » How are you going to do this?
» Who is responsible for the promises you make?
» Who have you done this for? (Credibility)
» What will taking action from your email cost the reader?
Tip: Remember, no one gets high open rates and conversions on the first try. All
successful businesses and marketers constantly have to change and test what
they’re doing for maximum effectiveness. The goal is to start with something,
even if it isn’t perfect, and to adjust it as you receive feedback. And, if you’re in
two minds about how many emails to include in your sequence, you can use the
A/B testing feature of most email clients which will allow you to create two
versions and split your contacts to be entered into each sequence so you can see
which one is better for you.

Don’t get overwhelmed by the entire process. Take it one automation and one
email at a time. Use a map to visualize what you need to do, and use our
templates to get going. Before you know it you’ll have a fully automated email
process written and ready to test!

Don’t get put off with slow starts either. Like any other tactic, you need to get
something out there to test and optimize your conversion rates, click-through
rates, and open rates, etc, until you produce results. Do this continuously and
you’ll eventually crack it.

Action Points
» Create a compelling activation email sequence to build trust with customers
(use the templates provided)
» Create an engagement sequence to inform customers of new products and
updates (use the strategy provided)
» Create signup abandonment email campaign (use the templates
provided) » Link your automation with your landing pages and opt-in
forms