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…an email launch sequence that helped sell 250 units within the first week for the launch and also how it grew the list and this is actually the same sequence that we use over and over and over again. So, when you're building that email list, understand and you’re going to hear me say it again, it's an asset that you’re building that you can leverage over and over and over again. So, that's what I’m going to share with you here today. I’m going to break that down. I’m going to give you also the giveaway sequence that we use and then also a promotional sequence that we use and there are some critical pieces here that you want to pay attention to while you're doing this. Now, before we do jump in, let me remind you, the show notes which you might want to go grab them here today. They can be found at TheAmazingSeller.com/633. Again, that's TheAmazingSeller.com/633. You can go ahead and grab those show notes.
And the other thing which I'm really, really excited to share with you is something that we’ve been working on behind the scenes and, well, you've probably heard me talk about ECOM Business Formula, our newest training, and what I decided to do because some people just aren't there yet or they’re just not sure that they want to make the leap. They don't know if they really want to go through the work of what it takes to build out a full brand which I think that you should be doing that. So, what I decided to do is create a book that walks you through step-by-step the entire 10-step formula for building a futureproof business. Now, in the past, I've offered a physical version and it was cool but I also got some people saying, “I never got it. Where is it? It took too long to get here,” and to be honest with you, a lot of that stuff is just out of my hands.
[00:02:02] Scott: There's nothing that I was able to do about that because once it gets ordered it's sent off to the fulfillment center and they have to fulfill it and then if the address was wrong or if a digit was off and the ZIP Code, it’s just a pain in the neck. So, what I decided to do is make a digital version, so this way here you can have access immediately. If you want details on how to get a copy of that, head over to ECOMBizBook.com. Again, that's ECOMBizBook.com. I will link that up in the show notes as well. But if you just go to that link, it will take you there and then you can go ahead and download your version. Now, the one thing that I would say and I recommend doing this, number one, definitely download the book but then print the book. Now, I printed a version. I actually had it laminated on the cover. I had it spiral-bound. I did that because I personally like to have something that I can thumb through, something I can make notes on.
So, what I would do is recommend and you’re going to hear me say that when you do download the book, I'm going to tell you, you should probably print this because it's really important. So, definitely go check it out. If you want the entire process broken down, I've spent a lot of time and money actually having this done. I actually paid an editor to go through and make this actually something that you can go through very easily and not have to worry about if it makes sense. It makes total sense going through this step-by-step so definitely go check it out ECOMBizBook.com and get all the details there and I'd love to hear your thoughts as well.
[00:03:38] Scott: All right. So, let's talk. Let's talk about this email launch sequence. Now, a lot of people I've heard say, “Scott, isn't email dead?” No, and the answer is a big fat no. It's not. Now, is it as effective as it was five years ago? No, but is anything? Like things change, but the thing is the email is not just about making sales. We can still get very good deliverability, we can still get people to open, and the cool thing is, is once we have an email list, we can also then turn that into a Facebook audience that we can target so that's another cool thing. So, there’s a lot of cool things that we can do with it but I'm not going to go into all that detail because that's not important. What I want you to take away today is how to do an effective email launch. One of the biggest mistakes I see people making is they go right for the sale or they do the giveaway, they’re going to do a giveaway, they follow what we talk about going through our list building training.
If you haven’t gone through that, you can go check that out. That’s still available at TheAmazingSeller.com/BuildList and that’ll take you through that process. But you know, even if you just want to wrap your head around it, if you're doing a giveaway, you're getting people to raise their hand that are interested in your market. And then from there, you follow-up with value. Now, doing a giveaway is really adding goodwill to the relationship. You're doing something for the community or your market, you’re doing something pretty cool. So, that's looked at as goodwill. You're doing something that's cool, you're giving back, and the way that you write it also makes it seem as though you're doing it from the right place. You’re not just doing it as someone out there trying to sell things. Because honestly, you shouldn’t be thinking about it that way. You should be thinking about how can I get these people after the giveaway to not just give me money but to follow along and to continue to share and where I can get in front of these people whenever I want without them thinking I'm just out there trying to sell them something. So, you might want to change that mindset if that's what you're doing.
[00:05:44] Scott: All right. So, let's walk through this and again why this is so, so powerful. We did this and that 250 units, that was repeated time and time again. That there was our very first launch in the brand that we are partnered with right now. The one I talk a lot about, we were calling it the new brand for the longest time but now it's about 18 to 20 months old, but we were building this email list from scratch from the beginning, day one, and it’s paid for itself time and time again. So, there are so many benefits to it, but that 250 units was our very first launch that we did. Now, since then, we've done several launches and everyone does between 150 units to 350, 400 units depending on the product. It's another good way to see what the market or your email list likes, what they don't like, what kind offers work well. You can test certain things and all that stuff.
But it always comes down to this. Number one, you need to have some type of offer. You need a reason for doing it. So, I walk you guys through the giveaway and kind of how you can then piggyback off of that and get some sales but after the fact, and that's what a lot of people want to know like, “Okay. Now what? After the contest is over, now what?” Well, you got to keep showing up with goodwill and giving people more value. And you’d want to do that on a regular basis. I can't tell you how many times I hear people say, “Yeah. I email my list about once a month,” and I’m like, “No, you got to do it once a week at least.” Right now, we’re currently, we’re at the rate now of three times per week and then what we’re doing is we’re sending the email on Monday or sending to the unopens on Tuesday. So, we’re literally hitting that list almost every day of the week.
[00:07:35] Scott: Now, if someone opened the email on Monday, they’re not going to see the send on Tuesday and again that's for a whole another discussion and that stuff that we talk about more in the advance side of things when we get into our formula, our ECOM Business Formula. That's exactly what we do because it's so powerful to be able to do that like we’ll increase our open rates by about 7% to 10% just from sending to the unopens when most people will just send one email and then they're done. And there's a way to do it where you’re not coming across as like you keep hammering the list. That's not what we want to do. Okay. So, what do you need to know before even getting involved here in doing this email stuff? I think I want to cover these things here before we actually get into what that sequence looks like. So, number one, create goodwill through contest and/or free content over time. And like I said, you do a contest or a giveaway to your market, you're going to be, to me, you’re going to be looked at if you’ve done it properly, you’re going to look like you're doing something good for the marketplace.
And then number two, create a plan and a campaign. So, you want to plan this out. You just don’t so want to go out there and go, “Okay, it's time to send an email. I’m going to go ahead and just write a quick email and tell people I got something for sale.” No. We want to be a little bit more strategic about that. I want you to think about that as a campaign. The email is there to let people know about what you're doing. It also lets them know about a deadline and it also reminds them because we’re busy. Let's face it. So, number two, like I said, is create a plan and a campaign and I like three emails with a deadline is the standard. If you want to bump it up to four emails and I’ll go through that here in a minute. You can do that and that's pretty effective as well. Okay. You can do it without getting people upset. And again, if you get people to unsubscribe, that's fine. They did you a favor. Just think about it that way. And then number three, it needs to be an amazing offer.
[00:09:36] Scott: I hear people say, “Yeah. I emailed my list and I didn't really get much.” I’m like, “What was the offer?” “It was 10%.” Who cares about 10%, right? If anything, flip that around say $5 off or $10 off or 25% off or 30% or 50% off. So, you want to play around with those offers and you also have to look at what are you trying to achieve. Are you trying to boost your sales because you ran out of inventory and you’re trying to get them back in stock and you’re trying to get ranked again? That might be less of a percentage because you don't need as many sales but if you're just launching and you're getting yourself on the scene or in the algorithm, well, you probably want to go a little bit more aggressive, maybe 40%, maybe 50%. You can play around with that. So, here's what I want to go over and I’m going to kind of read through these. I'm not going to go through each and every email. I’ll just kind of talk about the main points but the one thing I do want to stress here that you want to know about the email is your subject lines are so, so important.
You need to sell the open and what I mean by that is you need to get people to see it and go, “Oh yeah, I want to open that because I’m curious,” or, “Oh yeah, I want to open that. I'm interested in that.” So, think really hard about your subject lines and I’m not saying it has to be like this huge subject line. That's actually sometimes worse. If anything, just short and punchy, something and I'll give you a few examples here, but just something that gets the curiosity or that gets them to be like, “Yeah. I want to know more about that.” And then once you get people to click, now we get people in the email. Now, we have to sell the click. And again, you do that through curiosity or you do that by the offer like whatever that is but you need to sell the click at that point. So, we have two different conversion points there. We have an open and we have a click. And then once they click, then it's going to be a matter if they actually buy. So, there's a couple of different components there for when you're doing this. So, let's kind of go through this. I’m going to go ahead and pull this up here on the fly. So, bear with me.
[00:11:38] Scott: All right. So, this one here is the contest. Let's kind of go through the contest. If you're just running the contest, you're going to immediately send them an email and says thanks for entering and this is kind of like what you’re priming the list or you’re nurturing the list. And again, this here will work, but it won't work as good as if you've built that relationship over a month or two if you showed up and given goodwill over and over and over again. Remember this too, your sale doesn't necessarily have to come in on the first round of the campaign. It could always come in the next campaign or the next campaign and so on. Don't think about just getting that quick win for the sale. It might take a little bit more time to keep that email subscriber engaged in getting them to know, like, and trust you or maybe just hitting them at the right time. So, the first one it's very simple. Someone enters the contest. We say thanks for entering. Hey, and first name whatever it is.
“Hey, Scott, just wanted to reach out and say thanks for throwing your hat in the ring to win your own,” and we have here it's a fishing thing so we said, “Your Bass Master 4000.” So, that's it. And then it says, “If you want to increase your chances, don't forget that you can share the link to some of your friends or with some your friends. Click here to get your referral link. You get three more entries for each friend you get to enter. Good luck,” and then you sign off, “Scott, thanks for entering. Now talk to you soon.” That's it like very simple and just clean. Nothing fancy. That's a follow-up that they immediately get. Now, that also encourages them to share the contest and get more entries so that way there, they have a greater chance of winning and that also gets the contest shared more so that's a pretty cool thing. Now, here's the next one. Okay. The next subject line and this is kind of cool how we tie this together. The subject line reads the new way to catch fish plus it's over soon.
[00:13:36] Scott: So, you’re like, “Okay, the new way to catch fish,” I want to know the new way. And then, “It's over soon.” What's over soon? Did you see what we just did there? We got two things there, two benefits. We have a new way to catch fish and then it's over soon, curiosity. So, like, “Oh, I want to know what that is.” You’re going to be able to satisfy that once they get in. So, I’m going to read this one to you in full and just so you can get an idea. It says, “Hey, with the last few weeks of bass season upon us, I wanted to take a minute to share a new trick that I've been using the last few trips to the lake. It's one of those things that is obvious once you see it, but we almost always forget about it. When you have a minute or when you have a few minutes, make sure you check out the video here.” Now, again, if you don't have a video of your own, find one. And again, I've always said that you don't have to be the content creator right now. You can go out there and just link to someone else's cool video that helped you. So, don't get stressed out and paralyze that you can't do this part of it. You want to add a little bit of value there, not just saying, “Hey, go enter the contest,” or get people to enter. You want to give a little bit of value there. We kind of call this like a hybrid email.
So, the next part of it is, “I also want to remind you to enter the Bass Master 4000 contest that we’re running for all of our friends here at LearnToFishForReal.com.” Now, Chris made up that URL. I’m not even sure if it's legit a URL. “It ends on,” and then you put the date, “So if you haven't already jumped in, make sure you do that.” So, again, what we’re doing here is we’re sending this out to the entire list but we’re also sending this out to people that have entered. So, again, if you are running another contest, it's good to also send it to your base of your email list so this way here, they will say, “Oh, I want to enter in this one.” So, then they’re going to reenter. They won't be double-added to your email list by the way, if you're using anything like ConvertKit or AWeber. It'll just make it as one contact and then they’ll just be on one list, but then that also gets them to want to share it with other people to get more entries again. See how that works?
[00:15:33] Scott: And then I just finish it off by saying, “Oh, and if you're already entered, don't forget you can share the link for a chance at more entries to the contest. Keep dropping those lines in the water,” and then sign it off, “Scott.” That's it. That is the email. So, we got subject line with curiosity and also a tip and then we just talk about the tip and then we talk about the contest. That's it. Very, very simple. Okay. Now, depending on how long the contest is, we like to send a piece of content only so this way here, again, we’re delivering goodwill and there's no ask really. It's just a give. So, again, this is optional. You don't have to do this and again, this is the lead up for if you're running a contest. If you're doing the promotion after the fact, we’ll get into that here in a minute, okay, but I think it's important to cover this as well. So, the title, the subject line is My Big Secret and then it just says, “Hey, so tonight’s a fun night. I’m having a bunch of my friends over and we’re making our own lures to use the season. We’ve been doing this for a few years now and there's just nothing better than sit around, get ready for the season with a few friends, training tips and of course some fish tales.
Before they come over tonight, I wanted to take a few minutes to share some of my favorite lure-making tips with you. I recently jumped on Facebook live and showed off how I make my super-secret lures but since not everyone could come hang out with me live, I wanted to make sure you got your hands on them. Check them out here. Scott,” and I just sign it off. Then I go, “PS. If you have a lure-making tip, make sure you reply and share it. I'd love to see what you do differently from me.” So, again, I'm trying to get some engagement there. Now, if I get people that they reply which they will, I’m going to reply back to them personally. Yes, I am going to manually do that. That's not automated and then from there I’m going to have a little bit more of a connection with that one person, but I’m also going to be able to say, “Hey, John, thanks for sharing that tip. Do you mind if I share it on an upcoming blog post?” “No, man, that’d be awesome.” And then guess what, I’d do another email breaking down this tip that John just gave me and I share it with the community. Now, I show that the community is reaching out to me. I'm spotlighting them.
[00:17:39] Scott: You see what happened there? We’re just like taking someone else's content and creating our own from it and then also showing that we have people reaching out to us in this community. So, we’re just building this authority in a sense as well. So, anyway, that's just a side note, but, yeah, want to drop that in the PS. Now, you might be thinking, “Scott, I can’t do a Facebook live. Well, it doesn't have to be a Facebook live. I'm just giving you this as an example. This is what we did. We do Facebook lives in that other brand. I don't personally, but my partner does so that is what we did. Okay. So, moving on, to the final email here about the winner and it says this, “And the winner is?” Oh my gosh, who is it? Who’s the winner? You want to know. So, this is what it says, “So, as you know, we’ve been running a contest for a brand-new Bass Master 4800,” I guess we changed it here on this email list, this fake template.
“Along with some other amazing goodies and I'm happy to say we have a winner. I just wanted to make sure that you knew that Chris from Pennsylvania claimed our grand prize. BUT,” in all caps, “Because you're like my family, I didn't want anyone to walk away empty-handed so we work some magic and we’re able to get you 50% off our brand-new Reel-O-Matic. If you head over here,” which is linked over to the actual Amazon listing or your Shopify page, whichever, “and use the code ReelM50 before Monday, you can grab it for half off what it will be selling for.” Now, one thing I want to note there, you see how we said you can grab it for half off what we are selling it for? So, again, it's 50% off. We also said before Monday, “So, if you head over here and use the code RealM50 before Monday, you can grab it for half off of what it's selling for.”
[00:19:40] Scott: Then I go on to say, “The Reel-O-Matic has everything you need to get the most out of your next fishing adventure and is going to make it more fun than ever before. When you grab your Reel-O-Matic, you get,” and then I just go through a couple of bullets, “an automatic reel. All you have to do is bait the hook and fish bite on the line and reel. The Reel-O-Matic weighs the fish and knows exactly how much tension to apply.” Now, it's funny here. I just want to call a timeout here. Chris actually wrote these emails. It's actually hysterical because I'm not even sure he's making sense, but it sounds really good. So, I just wanted to call out Chris Schaffer and say great job on writing these emails. They're actually fun to read. All right. So, the next part gives another benefit here, “The best tension around. Let's be honest for a minute. Most line is lackluster. The 100-pound of line we include with the Reel-O-Matic is designed to stand up to damn near anything. Just don't try to catch jaws with it. The line will survive but your boat might not.” So, he puts a little humor in there.
“If you or someone you love cares about fishing at all, you're going to want to grab one of these today.” That's a hyperlink going over to the Amazon listing or your Shopify or whatever you can buy it and then, “Keep on baiting those books. Chris,” and then he signs it off. “PS, don't forget to use promo code ReelM50 to get an additional 50% off.” That's it. Done. So, yeah, Chris wrote a great email there. So, let's give some credit to Chris Schaffer there. That was a good one. I like that. So, that's it. The winner is? Right and that's the end of that. Now, what I would recommend doing, okay, is then sending another email that follows up. So, here's one that you could send immediately after this. Here it is. “Hook, line, and floater? Hey, just wanted to quickly jump in and let you know about a really cool trick I found this weekend. Did you know that a hook, a line, and a floater, not that kind floater, is all you need to spot where the biggest fish are in any given body of water? Check it out here.”
[00:21:47] Scott: Then goes on to say, “I'm going to be honest. I never realized that spotting a turtle's head floating above water could be such a good omen for the spot I was fishing in. I tried it this weekend and I got the biggest bass of my life. This stuff works,” and then Chris signs it off. He wrote this one. “PS, oh, and if you want one of those cool Reel-O-Matics like the one used in the video, head on over here and use promo code ReelM50 to get 50% off before Sunday.” So, again, this could be strapped onto the backend of the giveaway sequence of your contest and I just want to again call out Chris on this. This is hysterical to read this. It’s a good read. Okay. So, then we have one more that we could send and this one here would be another final call once the contest ends.
And again, you don't have to do this but this is a good one because we’re going to remind them that it's ending. Again, this is part of that three email sequence in the sense when you're doing a contest. Now, this is a few more emails but you can do just three but you want to let them know, obviously, if someone just won and then you’re letting them know that you're doing something for a deadline and you want to follow up on that deadline. So, the subject line is, “Catch a monster,” plus, “Ends at midnight.” So, you’re like catch a monster, I’m a fisherman like what's that mean? Like, what kind of monster are you catching? What kind of bass or what kind of striper is it? Whatever. So, and then it just says, “Ends at midnight.” So, here's what the email reads, “Hey man, this week has been absolutely crazy. It’s been nonstop between work and the kids. This weekend can't come fast enough. I know on weeks like this, there's nothing better than hitting the lake bright and early Saturday morning to get back to nature, enjoy the calm, and obviously, grab some fish.
[00:23:38] Scott: Bass season is coming to a close so it might be your last weekend to try this great trick for catching big, I'm talking monsters, bass. Make sure you check that out here before you head out to the lake tomorrow. I also want to let you know that our special offer 50% off, the brand-new Reel-O-Matic ends tonight at midnight. If you want to get one before bass season’s over, grab it for 50% off using promo code ReelM50. These little reels pack a powerful punch and are the perfect way to stop the trophy from slipping away. Grab one tonight. See you on the lake,” and then sign it off. Another great email. Chris wrote that one is again so great job, Chris. Let's give him a round of applause. That was good. All right. So, let’s now talk about the sequence and really what's important here. That was for a contest and that's pretty much the same format that we use.
Now, you might have noticed there's a few more than just three emails. If you’re only going to send three emails, those emails just need to be, “Hey, I got an offer. Here's what it is. Here's when it ends,” maybe sprinkle in a little bit of content. The second one is going to be, “Hey, just a quick reminder. I sent you an email yesterday. If you missed it, I’m going to copy it below,” all you do copy that email. So, it's literally all you're doing is the first email you write, the second one you’re going to remind them that you sent them one and here I'm going to send you a copy because I know how busy you are like that's it. That's number two. And then number three is going to be, “Hey, just wanted to give you a quick reminder, the special is ending tonight or this thing is ending tonight.” That's it. Now if you wanted to add a fourth one in there, that would be something like, “Hey, I just want to give you a quick reminder. There’s a few hours left before this special offer ends. I just want to give you a last-minute reminder. I know how super busy we all are and I just want to give you a quick heads up. Talk to you later. See you on the lake,” like that's it.
[00:25:42] Scott: That would be four emails. So, that's what you can do using an email launch sequence. It’s exactly what you can do. Now, whether that's you just built a giveaway and you're doing it through that or you're starting from your listener, you’re going to start a promotion and you’re going to do it to the list that you’ve built. It all kind of works the same but just I wanted to go through this with you because it's important that you understand. You need to create that goodwill going through this process with your market. You cannot just build a list and then launch like you just got to do it differently. And again, if you do this and it doesn't work 100%, you might either not targeted the right people or you might've just went for the sale too quick. So, now it's not too late. Just start adding value to those people, start giving them content on a weekly basis.
So, that's pretty much going to wrap up this little overview of the email launch sequence and how you can do it and how we've done it time and time again and we’re going to continue to do it. And the cool thing is, is now that we've really went through the 10-step formula ourselves and that's why we've kind of went through and said, “You know what, there's actually 10 steps in this formula. Here they are,” like we kind of reverse engineered what we've done but the cool thing is, is we've also went back in time. Like, I've been online now for over 12 years building online businesses and I've been in the brick-and-mortar before that so I understand marketing, I understand what it takes to get attention, to get traffic, and then from there, how to use email, how to use the attention on social and really drive sales, but also doing away that you can build a relationship and goodwill in the marketplace and I think that's a really, really important thing to understand here. And so, what we’re doing here again we’re following this 10-step formula. This is one small piece of that formula. It's one of the assets that we’re building.
[00:27:38] Scott: And if you are interested in learning more about the entire formula and you want to see it all broken down, I would definitely go grab that book that I created for you over at ECOMBizBook.com. Again, that’s ECOMBizBook.com and you’ll get all the details there and you'll see for the price of a cup of coffee. You can go ahead and download this, print it. I would definitely go to your local printing supply store or OfficeMax, Staples, wherever you get something printed, and then just get it printed, have it bound and then that way there, you have a physical version in your hand and I'm telling you right now this is the exact process that we've done over and over and over again and to me this is a future proof business that we’re building with these assets. It's going to help us grow, help us diversify, all of that and it's just really exciting to be able to kind of lay this out now for other people to model.
[00:28:33] Scott: All right. So, that is going to wrap up this episode. The show notes can be found at TheAmazingSeller.com/633 and then one last reminder, go check out the book ECOMBizBook.com and you get all the details. Download it, print it out, and start using it and go through the 10-step formula to build yourself a future proof business. The other cool thing is last little reminder is if you already have a business, this will definitely, definitely help you. All right. So, that’s it, guys. That’s going to wrap it up. As always, remember, I’m here for you, I believe in you, and I am rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.
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