Email marketing

Email marketing

Opt-In Pages

This can be as simple or as difficult as you want to make it. You can use Gumroad, a simple
Carrd template, or a ConvertKit landing page.

Be sure to understand the simple copy framework AIDA (this works for shorter form copy, like
opt-in pages and tweets):

 Attention - grab their attention up top

 Interest - what's in it for them?

 Desire - previous results or paint a picture of their transformation

 Action - a strong call to action to get them to download, specific.

You can add more firepower with:

 Who - call out your target audience up top (grab their attention)

 What - what do they receive? What are the deliverables?

 How - what is the process for them getting results? (a unique system)

 Why - the emotion behind why they want it, what problem are you solving?

 Where - where do they go next?

Your welcome / indoctrination sequence is where the subscribers go first. You need to
introduce them to you, your message, your story, and what they can expect.

You are slowly building trust and diving deeper than surface-level social media. This is why
email is important. You build a deeper connection. Social media is the top of the funnel.

An email list is a vital part of your business. While it's important to consistently be getting new
subscribers on your list, it's even more important to nurture your existing subscribers. One of
the best tools for nurturing subscribers is email sequences.

Setting up sequences is simple. You write out a certain number of emails, go into your email
platform's sequence scheduler, and set up the appropriate schedule for the emails. As an
example, we'll walk through the sequence I have set up for my Productive Morning Playbook
lead magnet.

note: I use ConvertKit, so that's the platform you'll see in this guide. I highly recommend you
use ConvertKit as well - it makes the email game easy.

To begin, log into ConvertKit and click the Automate link in the row across the top of the
screen. In the little window that pops up, click Visual Automations. You'll then see this screen:

Those three columns are my current automations (though I'm only using one right now - the
Productive Morning Playbook automation). I don't think you'll see any automations here yet,
so you'll want to click the New Automation button. On the next window, you'll see a bunch of
automation templates - that's a new feature that ConvertKit just added, so I'm not familiar
with them. You can either try out one of the templates, or just click the Start from
scratch button in the Empty Automation block (top left). I recommend starting with an empty
automation for your first sequence so you don't get overwhelmed or confused.

Your new automation will then open up. If you chose to start from scratch with an empty
automation, you'll see this:
If you chose to start with a template, you'll see some other stuff in there.

So... what does all of the stuff in that window mean? To keep this article from being
ridiculously long, I've made a video going over it (and more). I'll link to it at the end of this
article.

I'll leave the rest of the explanation about creating a sequence to the aforementioned video.
For now, let's finish off by thinking through the different types of sequences you can create
(and what purpose they serve):

• A sequence introducing the reader to your newsletter (and you): This is the one I have set
up for my email list. I start off with an email linking the reader to the lead magnet, then explain
the purpose of the newsletter and what the reader can expect from the newsletter.

This is commonly known as an indoctrination sequence. Dan Koe wrote an excellent article
explaining how to create one of these - I highly recommend you start with this as your first
sequence.

• A sequence promoting your offer(s): You can start off with an email talking about yourself
and what you do, and mention your service/product in it. In the next few emails, give some
value and tell some case study stories.

After that, plug your service/product (with a discount code if you want to do that). This style of
sequence warms the reader up to you and your service instead of just blasting them with it
right from the start. You've also given them some value before trying to sell something to
them.

• An evergreen sequence: This is a relatively advanced idea, but it can take a load off your
shoulders if done correctly. Basically what you do is have a sequence that you keep adding
emails to so that the sequence never actually ends (hence the term evergreen).
What's the point of this? Well, there's two benefits: One, you're writing and scheduling emails
in batches so you can take a break without having to worry about writing a certain number of
emails every week. Two, it makes sure your banger emails don't go to waste. Otherwise, if you
send out a solid email to your current subscribers, all of your future subscribers won't ever see
that email. Writing your emails as part of an evergreen sequence means your new subscribers
will see your older content.

But there's also a downside - the emails in the evergreen sequence can't be related to a
specific time. For example, if I'm writing an email about some trend happening in November
2021, I wouldn't want that email being sent out to a reader in March 2022.

I'm just scratching the surface here with the potential of sequences. Once you learn how to set
one up, you can create sequences that fit your business and your goals. There's no one-size-
fits-all approach with this stuff - you have to tinker with it and find what works for you and
your audience.

If you plan on using Gumroad for your product, it has a built in feature for email sequences
(workflows).

This is very beneficial as a beginner to start practicing.

Especially if you launch a free lead magnet - you don't want those leads just sitting there.

If you are considering writing an indoctrination sequence, you should have 1 of 2 things:

1. A lead magnet relevant to your product or what you talk about

2. A simple email opt in page

Once you have these, you can use your email marketing software of choice.

You will be putting the people that opt-in into this sequence.

Tangent: Start thinking of any digital product, free or paid, as an offer. Run them through this
framework so you can get maximum signups and write better, more compelling copy.

The Welcome Email

In your welcome email, you should:

  Thank them for downloading your product or opting-in

 Tell them your brand's mission, the reasons you do what you do

 Tell them what they can expect in the next emails

 Ask them to reply telling you they got the email or downloaded the product (this helps
with your email sender score)

The Story Emails

Your story emails are 1-2 emails that describe your transformation or a client's (or both). These
help build authority and authenticity with your subscribers.

Your story emails should include:

 Where you started out. A position they can relate to. This builds trust (you can begin
to introduce the problems(s) that your products/services solve per the customer levels
of awareness)

 What sparked the change, the mentors you had, what you decided to dedicate
yourself to, and why

 The resolution. How you fixed the problem and dug yourself out of the whole. Why it
set you on the path you are on now

I personally split mine up into two emails. I introduced the low point of my life in the first, then
a few more failures and resolution in the second.

You CAN end your indoctrination sequence here. Especially if they signed up for a newsletter
only (so they don't get spammed with emails).

If you want to add more emails, here we go.

The Introductory Emails

I like to think of introductory emails as broad explanations of the topics you talk about. You
can have 2-3 of these in your sequence.

Talk about the importance of the things you've learned along your journey and aided in your
transformation. An introduction to your expertise and the things you teach.

If you are a web designer, introduce how web design can impact somebody's business.
If you are a fitness coach, introduce the importance of fitness in all aspects of life.

Etc.

Treat these as a blog post of sorts - or any other structured long form content.

In copy: the lead (problem), the body (transformation, steps they can take), solution (the
benefits it will have on their life.

The Golden Framework: what (setting the scene), how (steps to desired result), why (the
emotion behind it).

This sets the stage for hitting hard on specific problems in their lives related to those topics
when its time to have a sales sequence for your product / service.

Other Info

You can space these emails out as much as you'd like. I've normally spread them apart to go
out every 2-3 days.

Most other things should not be overthought. You can test and iterate for your lifetime of
entrepreneurship. Just get the sequence up and running so you can start promoting your opt
in page!

Sales Sequence

Sales sequences can be used as ascension or straight sales.

After the indoctrination, you can have a tripwire:

A very low ticket product to weed out buyers from sellers. Preferably related to the product you
are selling. This guages interest for your product.

If you offer them a tripwire (sell it via 1-2 emails), then you "ascend" them to a sales sequence
with your actual product.

The Problem Emails

As with everything in marketing, much of your content is based on raising people up
the customer levels of awareness. Making them hyper-aware of their problems, proposing the
benefits to solving them, and giving them the system for self-transformation.

If you have a product, you should have some idea of what problems you target audience is
experiencing. If you haven't, you need to conduct market research. You can probably start to
see why having a solid marketing strategy is absolutely necessary. It bleeds into all of your
content, branding, promotions, and more.

The first 3-5 emails of your sequence are going to:

 Present valuable topics related to what you are selling

 Introducing the BIG problem that they are facing

 Making them understand how it's impacting their life (painting a picture of the worst-
case scenario, negative visualization)

 Explaining a transformation they can undergo. Using your own or a previous

customers' as an example.

 Doing this in the form of valuable emails that explain but don't show how. You can
make people aware without explaining every little detail. (A good example of this is my
previous email on the one-man business model. It is not a sales email, but is a good
example of explaining and not showing.)

 You can think of these as blog posts, but they display your expertise related to your
product. You are making them understand why they should do the same thing as you.

In the last 1-2 emails, you can leave a soft-sell at the end in the form of a P.S.

"If you are interested in [ABC benefits or solving XYZ problems] the check out [name of course]
here."

This is kind of like a drawn-out and sales call. You are just automating it with email. Same
things go for DMs. They are all sales. Sales sales sales.

These will also be used and condensed when it's time to sell.

By the time they hit your sales emails, they should be at level 4-5 of the customer awareness
levels.

The Sales Emails

Now that they are aware of the problem they need to be solved, it's time to provide the
solution for it.

The next 2-3 emails of the sales sequence:

 For a sales email, you should follow the general problem > story > offer introduction >
call to action while letting lose all of your marketing firepower.

 You can also follow the PASTOR framework for writing the email.

 Provide as much social proof as you can (one of these emails can even be "X got Y
results" as the subject line. Then diving into the problem, explaining their
transformation, and so on.

 By this point many of your subscribers will be at level 5 on the awareness level. They
need some form of scarcity and urgency to buy.

Here's what you can do for scarcity:

 Have a discount for a limited time. Since this is an automated sequence, you will have
to use something like Kartra which has countdown timers, or create a custom landing
page with Carrd for your Gumroad product and use Deadline Funnel for evergreen
countdowns.

 You will run this sale for 1-2 days and send reminder emails until it ends.

 If you are unable to do an automated countdown, you can add on a bonus or just have
a discount without a timer.

Once you have your sales sequence in place, all you have to do is promote your newsletter or
lead magnet on the timeline consistently and let people run through your sequences.

Appointment Sequence

This is absolutely crucial for anyone with a service offering (you should have one):

 Freelancing

 Coaching

 Consulting

 Agency
A high ticket "Done With You" or "Done For You" offer that you can charge $5K minimum for.

If you have this but not a digital product, you can replace your sales sequence for the
appointment sequence. If you have both, follow the steps of this Roadmap.

You can begin to see how powerful this funnel is. You make product sales on autopilot and
land clients on autopilot.

Buyers buy again. You are increasing customer LTV by having this type of offer stack / value
ladder.

The final piece of the email marketing puzzle for a bit! We could still talk about segmentation
and affiliate sequences, but for now - a great general structure for creators, coaches, and
freelancers is to:

 Have a lead magnet

 Put downloaders into an indoctrination sequence

 Then put them into a sales sequence for your tripwire or low ticket product

 Put them into an appointment sequence for your high ticket offer (this article)

 Tag subscribers that finish the sequences to send some form of consistent newsletter.

If you are unsure how to create these sequences, you can use.

Now, this will be my strategy that has worked for me in getting leads per my sales process. You
should have your offer worked out, some form of lead generation and qualification process,
and be ready to take on clients.

This appointment sequences make it easier to automate the lead generation process and work
leads up the customer levels of awareness. This makes it easy to plug your lead magnet only
and land clients. Once you have a large enough audience you can start to transition from DM
outreach to this.

The Value Emails

This has a similar structure as a sales sequence. You don't want to ONLY be sending
promotional emails or else people will get annoyed.
You need to have 3-4 value emails that discuss more advanced topics. Make people more and
more aware of the BIGGER problem that your high ticket offer solves.

You should have this part on lock per the last articles on indoctrination and sales sequences.

The Offer Introduction Emails

For 1-2 emails, you will give people a complete rundown of your offer. Who it's for, what
problem it solves, your STRONG risk reversal, a lot of social proof, and a strong call to action.

You want to reduce as much friction as possible with them clicking the link and expressing
interest. I would recommend having an intake form without a link to schedule a call. Calls
imply pressure and time.

With these 1-2 emails, you have to make sure they understand every aspect of your offer.

The Follow Up Emails

This is where the appointment sequence is different. THE MONEY IS MADE IN THE FOLLOW-
UPS.

If you have sent cold outreach messages, you know this is the case. Email marketing is our way
of automating this.

You will be sending quite a few follow-ups.

Start at 1 follow-up every 3 days for a week or two.

Then go up to 1 follow-up every week for 2-3 weeks.

Then 1 follow-up every 2 weeks for 2-3 weeks.

(After these follow-ups, I like to copy and paste my offer introduction email and remind them
of everything that the offer consists of.)

Then 1 follow-up every month for 1-2 months.

People get busy. They need to be reminded of your offer and that it is a fit for them.

You can talk about different parts of your offer in these follow-up emails, or just ask if they are
free for a call. You can test different angles as well.

That's it.
As a beginner, I wouldn't overcomplicate this. Get the emails written to the best of your ability.
You can always go back and change them. That's the beauty of this... the "build once, sell
twice" philosophy of Jack Butcher. You are building something that you can constantly iterate
on.

Segmentation & Affiliate Sequences

There will be more detailed posts on this later. For now, understand:

 You must tag people throughout all of your sequences so you know what they have
been through.

 Tag buyers of a specific product or lead magnet download

 After all of your sequences, offer another incentive (lead magnet, blog post, or
something else that gauges their interest in a topic)

 Tag them by downloads or link clicks

 Put interested people into another sales sequence for a related offer, this can be

o Selling an affiliate offer

o Doing lead generation for somebody else's high ticket offer (so you can get a
big referral commission)

This can go on for as long as you want it to. You can literally build out a year-long sequence
that averages a high customer LTV.

All you do is plug your lead magnet and stack money.

Newsletters

In the simplest way, you can have a non-lead magnet opt-in page for people to sign up for your
newsletter. These are considered "broadcasts." Emails you send manually.

The way I do this is by having a newsletter opt-in on my website AND tagging people that finish
all of my sequences so the subscribers to go cold.

You can send newsletters daily, 3 times a week, or once a week. I wouldn't recommend
anything more.