With the rise of new channels and platforms, from SMS to WhatsApp – email is still the highest performing revenue generator. 

But the important question: how do you take your subscribers and nurture them right through to becoming customers?

That’s exactly what we’ll be talking about in this episode – let’s dive in!

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.

Step 1: Leverage The Initial Attention

When someone first joins your email list, they’re at peak interest

Typically we see people sending one or two emails at this point before those subscribers get added onto a generic broadcast list – which is a big mistake. Instead, we want to capitalise on that attention that we have from those new subscribers.

Here’s how we can do it:

• Send Daily Emails (or More): For at least 14-60 days, send consistent and valuable content. Not only is this good for your subscribers, but you’re also training them to open, click and engage with your emails.
  
• Add Variety: Don’t send your content in the same format over and over. Mix it up with videos, links, surveys, or Google Docs. This keeps their attention and builds curiosity about what’s coming next.

And if you’re worried about overwhelming your audience or sending too many emails, don’t. As long as you’re sending valuable content, you’ll turn that attention into sales.

(Don’t forget, your sales materials can be valuable too!)

Step 2: Appeal to Different Buying Triggers

Not all subscribers are motivated by the same factors. 

One might respond to discounts, while another is drawn to exclusivity or novelty. That’s why sending the same type of email to your list over and over again isn’t going to make you sales.

Instead, here’s what you want to do:

• Identify Triggers: Create emails that appeal to various motivations, like scarcity, authority, or transformation.
  
• Reset Engagement: Variety isn’t just for your subscriber’s interest either – it reactivates attention. Move subscribers from passive readers to active engagers by encouraging small actions, like replying to emails or completing a quiz/ survey.

Step 3: The Long-Term Rollercoaster Campaign

Not everyone is ready to buy right away.

Some leads might take months or even years to act. We’ve had subscribers who joined our list, stayed engaged and only became customers years afterwards, which is totally okay. After all, life happens!

It’s important for us to understand that our subscribers will go through a number of ups and downs in their lives and business which means that our job is to show up and be there when they’re ready.

That’s where the “Rollercoaster Campaign” comes in.

It involves a series of personal, stripped-back emails that check in with those subscribers every 6-8 weeks. The best part? You can batch write 8-10 month’s worth of emails and then have those looped in an automation for ongoing touchpoints that keep you top of mind for your subscribers.

(This strategy helped Kennedy fill his calendar as a full-time entertainer, booking shows years after people reached out with their initial inquiry)

Subject line of the week

Subject Line: What’s your score (out of five)?

This subject line taps into readers’ curiosity and competitiveness. 

By framing your content as a self-assessment (even if it’s not a literal quiz) you create intrigue in your readers and encourage clicks. 

Plus, because this is specific with the phrase ‘out of five’, it also signals that this is a short and simple process which makes it faster and easier for subscribers to engage with.

Useful Episode Resources

Related episodes

How Do You Get Your Customers To Buy And Buy Again? 

How To Get Back On The Email Wagon When You Fall Off (Back To School Edition)

How Can I Personalise My Emails To Increase Conversions?

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 how to kick off an email reactivation campaign and get back on the email marketing wagon) 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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