Ready to tackle one of the biggest challenges in the world of online business?

With rising ad costs and stiff competition for new leads, maximising the lifetime value of every customer is more important than ever.

Let’s take a deep dive into how we can turn new customers into repeat customers that keep coming back for more and more.

Want to get more sales from your email marketing?

Before we get started with today’s episode, we’ve put a little something together for you.

It's really cool and it's FREE (yes, it's cool and free – we're nice like that). We all know that subject lines are important to get right and are a leading measure of your open and click rates – but writing them can be a challenge.

That's why Kennedy has spent months training an AI to write powerful subject lines that is beating top copywriters' subject lines 80% of the time in A/B tests – and you can get access to it here.

Why Repeat Customers Are Gold

Here’s a fun fact for you…

After a customer makes a purchase for the first time, they are statistically 50% more likely to buy again.

That’s why making sure their initial experience with your products is so good that they’re keen to stick around in your world. 

PLUS – getting repeat customers will massively improve your Return On Ad Spend (ROAS) – which means you can outspend your competition and keep more profit in your pocket.

The Foundation: A Great First Experience

Before anything else, make sure your product delivers:

• Smooth Onboarding: Make sure that your automations are working so that your  customers promptly receive any necessary access information.
• Quality Delivery: Your product should be great and ideally exceed their expectations
• Positive Impression: This sets the tone for all future purchases.

If your product leaves them with a great feeling, they’re much more likely to check out what else you offer.

Building a Strategic Product Range

One of the simplest ways to build a great customer journey is to dial in your product range.

Following a typical ‘Ascension’ model, you could lay out three levels of products for your customers to buy. Each of those builds on the new challenges and problems that your subscribers will face after buying the product/s on a lower level.

Here’s an example of a simple three-tier Ascension Model:

1. DIY (Do It Yourself): Entry-level courses or training materials that teach them how to achieve their goals on their own.
2. DWY (Done With You): Coaching (group or one-on-one) or memberships where your customers can get a level of interactive support around that product.
3. DFY (Done For You): Typically higher-ticket, premium services (like an Agency) where you take care of everything for your customers.

For example, after teaching the core email marketing through our Email Hero Blueprint, we offer programs for related challenges like list building or sales page optimisation – all challenges that come up next once their email marketing is dialled in.

REMEMBER: Each offer should be strategically designed to serve your customers so that they are more likely to buy and buy again (because you’re solving more and more of their problems)

Keep It Focused

One of the biggest mistakes? Going off-brand. 

Whilst you’re coming up with new offers and products it’s really easy to get side-tracked and add in offers that are outside of your main area of expertise. Instead, keep the main thing the main thing and stay focused on that area.

If it doesn’t serve your goal around your area of expertise, don’t touch it.

Automate the Customer Journey

Instead of manually thinking about what to offer next and to who, you should instead focus on automating this.

We call this a ‘Customer Engine’ – which is a series of campaigns that are all designed to guide your customers through your product suite without overwhelming them. This engine should:

• Align with onboarding (especially for memberships) to avoid disrupting their initial experience with their purchase.
  
• Build excitement about their purchase with “consumption emails” that remind them how awesome their decision was. PRO TIP: Highlight a specific module or page of the product, making them feel like they’ve gotten value even if they haven’t fully consumed it.
  
• Tease the next problem they’ll encounter and how your next product solves it.

Don’t Let Non-Consumption Hold Them Back

Ready for a big one?

Don’t wait until they’ve used their product before you make the next offer.

Many subscribers will face distraction, overwhelm or simply buy now so they have the right product for when they need it later on. Which means that they’re not going to take action immediately or use your product straight away – but that doesn’t mean they didn’t get value from it. 

Instead by reselling the benefits in consumption emails, they’ll feel satisfied – and ready to buy the next product – even if they haven’t used the first one completely.

Bonus Revenue: Partner Products

You don’t have to keep creating new products to do this either.

Occasionally, you can recommend complementary products (like tools or services) from other businesses. Doing this style of affiliate promotion can earn you affiliate commissions whilst also helping your customers – all without you getting distracted from your own offers.

Just make sure they align with your core focus.

Subject line of the week

This week’s subject line is a single word: Effort.

Why does it work? It’s short, intriguing, and neutral – which means that it’s completely open to interpretation. Is it about making an effort, appreciating effort, or something else entirely?

The ambiguity drives curiosity which meant that it won our split test and got great open rates.

Useful Episode Resources

Related episodes

How Can I Personalise My Emails To Increase Conversions?

What Is The Ideal Frequency For Sending Marketing Emails?

If I Started Over with List Building – What Would I Do?

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.

Grab 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 best email marketing campaign to get your customers to buy from you again and again) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player. 

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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!