Transcripts

1. Class Introduction (Includes Free Tip): there. I'm Sean Keating. Welcome to this. We write an email drip sequence lesson and right here in this intro video, I have a free riding tip for you that you can use whenever you open a new document. And you sort of sitting there staring at that blinking cursor, wondering what you should write first. So this tip will help you get started running faster and make you more productive. But in this lesson, you and I are going to write out an email drip sequence together. First, to go over the methodology and the strategy behind our email drip sequence. We'll look at our target demographic. They're pain points, the messaging that we wanna have in each, you know. And of course, we'll talk about how to write irresistible subject lines that people just have to open. And then after that, you'll actually get to watch over my shoulder Bob Ross style. As I write out a couple of the emails in the sequence, you'll first get to see the methodology and strategy behind how we build out this email sequence and then you'll get to see it executed. Uh, I've been a copywriter professionally for 10 years, I use this strategy whenever I need to write out email drip sequence. You can use this for any product or service that you might have. You can use it for a new customer email drip sequence. You can use it for lead gen campaigns. It's very adaptable, so you can use this for pretty much any sort of email sequence that you want to write. Okay, so here is your free tip. And then after that, we'll get started. Okay, So whenever you open a new document, whether it's inward or Google doc, so whatever word processor you like to use So this is Google docks like to use that you're gonna be looking at the screen and sort of wondering what you gonna write first and how you're going to get started. And that can waste a lot of time. So the way that I eliminated that is I start chunking my work into different sections, and pretty much when you're writing something, you're going tohave like a big headline or subject line or tagline idea that you're going to start with and then probably have some kind of supporting idea or copy underneath that, so you can chunk those two things instantly out just by writing something like this. Like that. Okay, So already you've chunked out your work into two different sections. You got your headline options of here. Change this to if you're running an email. Uh, anything like that. Notice how it says options here. So under here, this is my space where I can start experimenting with different ideas. This is all just free space for me to start writing out my creative ideas for what might be here for, like, the headline of an ad. The subject line of an email. Um, And if you if you're doing something like a headline, you can chunk this out even further to like, uh, your subhead options like that. Okay. And then underneath your body copy down here is where, like, your email your ad copy will be. That's an article that all that can live down here. And you can even start talking this out into different sections as well. So you can have something like intro. Maybe you're gonna have, like, bullets if this is a Web page or an ad of some kind of putting ideas in temptations down here, Okay? and, um, and anything else that you want to write. All right. And so that's how I, uh, completely eliminated that, uh, here. We're certainly that feeling. I do this with every single document, and when we start writing the emails of this email sequence later on, this is exactly how I'm gonna start that as well, because it just helps me get started immediately. 2. What Are We Doing Here with These Emails? (Goal): Okay, Welcome to Lesson one of rewrite An email drip sequence. In this lesson, the question that we're gonna try and answer is what are we even doing here with this email sequence? This is a very high level, big idea, sort of lesson that we're gonna try and put into place some of the main ideas that we're gonna try and execute here. Um, so with customer email sequences, Yeah. The first thing that you have to do is acknowledge that this is a long game. We're playing a long game here. Um, the goal is to get them to buy or to take some kind of action, but not immediately because they already did that. If this is, like a post purchase, you know, sequence or they just encountered you for the first time, like would be the case was like a legion campaign. The email sequence that comes after that, like the content marketing drip. So what you're gonna try and do here is slowly cement the relationship that you're developing, and you're gonna do that so that they continue to engage with you and have a positive outlook on you. E mails are still the most effective form of marketing, especially if you're talking to existing customers or to warm leads. Maybe so there is really great incentive to do this, right? So the first thing that we're gonna do here is we're just gonna think about what we're trying to dio. Not many people realize how much of copyrighting is sitting and thinking and sort of planning out what you're gonna do. So in order to come up with the ideas, you have to sit down, think about them. So let me help you organize your thoughts. Okay? Um, each email in your sequence is going to do one thing and one thing only. And each email is going to make your customers feel something. Um, the feeling could be humor, attention, gratitude, camaraderie or fear. Surprise, maybe anger or love. One very effective way to accomplish this goal of making them feel something is through a story. We'll talk more about story later, and But why are feeling so important? Because people make purchasing decisions based on emotion? Mostly. And then they justify those decisions with logic. Um, So how are you gonna make your emails how you're going to make your customers feel something. Um, the first way is that you're going to teach them something. My philosophy on writing is that all copyrighting is teaching. So each familiar in each email, you're going to teach your customer something, and the email is going. Teaching in your sequence is going to deliver a piece of that thing using the most engaging and entertaining language that you can muster. And when you teach somebody something, they feel a connection to you because learning changes our brains, it changes us. A sui learn, our brains adapt. And, um, if you can teach your customers something, even if that's something that they already know, if you can teach it to them in a new way, it creates a bond with your customer. Okay, so the second thing that you can do to make your customers feel something is to give them something for free. The free thing could be, ah, video. It could be a coupon on e book free article, a free blawg, or even just some free, surprising information, um, and thes things. The reason that you're gonna do these things is that this is positive reinforcement. As you're developing this relationship, the sort of positive reinforcement is going to really cement that relationship. Like I like I mentioned, people have taken money out of their wallet and handed it to you. Maybe they gave you their email address other way. They've trusted you with something important to them, and these people are just like me and you. You need to honor their trust if you want them to continue this relationship with you, so teach them something, make them feel something, or give them something to for free, and they will do that. And then if you do this successfully, it becomes much, much easier when it comes time to ask them to take action again. Because you've already created this relationship. As we go through this, you're going to see how we do that and and at the end, we're going to execute a couple of emails in the sequence and you'll see how I write the actual copy that does this. And that's the ultimate goal. With the annual sequence 3. Who Are These People We’re Talking To? (Audience): Yes. Welcome to lessen two of we write an email on drip sequence. In this lesson, we're going to be talking about the audience that our emails are going to be addressing, Um, and it is a very, very good idea to get to know your audience as much as you possibly can. And why is that? Because the more you know about your customers, the more accurately you can target your messaging to them to make them feel something like we talked about in the last listen and then to take action. Um, here's a quick example. Uh, men and women have different emotional needs when it comes to fitness products, they're supplements. Men usually want to build muscle while women you really would like to lose fat. It's just typical, um, so if you're trying to sell like a protein powder to two people, but you don't know if it's men or women buying it, it's going to be much more difficult to forge that connection with your audience that is powerful enough to get them to continue to buy from you, because you don't really know enough about them to make that emotional connection and then drive their purchasing behavior through that. So how do you get to know them? One way is a very good way, actually, is to go really in depth and to create something like a customer avatar, which is basically like a marketing sketch of your average customer, and that's a really smart thing to do, but it's not always necessary. I'm a big fan of customer avatars, and I actually really enjoy the process of making them. It doesn't take long, and I recommend you do the time you take the time to do it. Um, but I know there are a lot of successful businesses out there that do not have a customer avatar. They could definitely benefit from having one, but you can continue to create this email sequencing even if you have not created a customer avatar under one condition, you must already know the emotional pain points of your customer that your product solves not just the features of your product, like its weight or its size, or the costs or the power output or the flavors of the price. You have to know how it solves an emotional hole inside of your customers lives, for example, If you're selling a car wash soap, you're not really selling the ingredients in the's soap. Not really selling the price. You're not even selling a clean car. Honestly, you're selling the pride of responsible car ownership, the discipline of proper car maintenance, and you're selling the satisfaction of stepping out of this sparkling clean car in front of your in laws of your friends and family who may have taking you for, like the kind of slouch that drives around in a filthy car. You're selling all of those things which are solving an emotional hole inside of your customers lives. And you have to know those things, those emotional pain points that you're solving before you sit down and write your email sequence. And why is that? Because he's the kind of emotional benefits and solutions that make people buy. And each email in our sequence is going to try to touch one or more of those emotions and really bring them to life inside of your customer. So if you really know those emotional pain points, that's great. But if you don't don't worry. Uh, I have a template in the projects and resources tab that you can download and use, and we're actually gonna go through that together later on in one of the later lessons before we start writing. 4. What Do We Want to Tell Them? (Message): All right, listen, three of we write and email drip sequence in this lesson. We're going to cover, um, the message or messages that we're going to try and deliver to our audience. What do we want to tell them in our email sequences? So we're gonna think about those things right now. Um, in normal conversations, we don't have this luxury of planning out exactly what we're going to say and how we're going to say it to deliver a message. So in this email sequence, we're going to spend some time doing that and take full advantage of the fact that we can plan on every single sentence, every single word, even if we wanted Teoh for maximum power for emails. So we're going to plan out a few different things. We're going to plan out the message that we want to deliver in each email. We're gonna plan out the emotion that we want to spark toe life inside of our customers, and then we're gonna plan out how we want to give them something free. Uh, we'll also talk about how we're going to call them to action and will also think about some of the roadblocks that our customers will put up as their reading our emails, which basically objections that they're going to have to what we're telling them, maybe told your message to the offer to the product, and we're gonna plan out how we're going to defeat those and to do all of that successfully , we're going to use a storyboard. In this case, a storyboard is like a high level outline of each email. It's just going to sort of bullet point lists of what you're gonna cover in each email in order for it to be successful. And I have a storyboard template in the project, and resource is tab that we will go through together again, um, in a later lesson before we actually sit down and start writing out this email sequence together. 5. What Are They Going to Do? (Action): Lesson four of we write an email drip sequence, and this lesson is going to be about the action that we're going to be asking our customers to take. This is called the Call to Action or C T A, um, and some of these emails that were going to be sending to our prospects for our customers. We're gonna have a very obvious CT a click here to watch our free video or get your discount or download your free thing. Some of them may not have a CT, and that's totally fine. But we definitely want to plan out where in our sequence. We're going to have our CTS. We're going to place them and what the ultimate action at the end of the sequence is going to be, Um, is it to buy something? Is it to download something? Is it to leave a review? We're going to choose strategic points in our email sequence, uh, where it makes the most sense to actually ask our customers to take another action. We're going to use the storyboard template that we that I mentioned in the last lesson. We're gonna sort of place our call to action in those in that story board. Um, and the thing that we want to remember is that, uh, they've already given us something. So they've given us our money, The minister money, that giving us their email address eso asking them to do something again can often feel like too much. Um, this is a relationship. Remember that we're building this give and take, so they've already given us something, and, um, we need to give them something back. And to build this relationship, this reciprocity and build trust need to demonstrate competence and empathy before we ask them to take another action. And so we're going to use that storyboard template to plan out where it makes the most sense for us to ask them to do something. 6. Let’s Plan This Out Together (Features+Benefits): All right, welcome to listen. Five of we write an email drip sequence in this lesson, we're going to go through our very first template. It's called the Product Service Features and benefits template, and you can download it from the Projects and Resources tab, and this is only going to take a couple minutes, but it's going to save us a bunch of time. Um, this is actually what it looks like right here. I'll pull it up in just a second. It's gonna say this a bunch of time and make less work for us when we actually start writing the emails in a couple lessons. And it's also going to power apart emails and make them way more effective. In fact, incredibly more effective, and you'll see that here pretty quickly. So what does? What we're going to do in this is we're going to look at the features of the product that we're going to do, and then we're going to connect those features and basically right out how those features create benefits in the lives of the human that's using them. And usually what you'll see in marketing materials is just those two things. The features and the benefits. But what we want to do is go one layer underneath that and start thinking about the greater good that this pair of features and benefits creates in our customers lives. And what I mean by greater good is how it solves an emotional hole and pain point in our customers lives, because that's really what customers are looking for. People don't really buy features and benefits what they buy our solutions to these emotional problems, that they're having these deeper problems that they're having in having in their lives. They buy better versions of themselves. Um, so this template would that we're going about to go through together will let us do that and the product that we're going to do our shoes and I chose shoes for a couple of reasons . But the main one is that it sort of nicely straddles the line between a perishable item like like a food item or a cosmetic item that you, your customers will use over a period of time and then have to reorder and something more permanent, like a pair of headphones that they'll keep for hopefully for, you know, for years or so um and so the shoes were gonna be writing this email sequence for or sort of like, new shoes that used this new type of material. That's about a great herbal. And our target audience is going to be younger people. Probably 25 to 45. Um, and the most English that we're going to be writing is a new customer sequence. So let's go ahead and look at the temple in. He pulled up here. Okay, So here, Right, here we are. And, um So what you can see here are we have some preliminary questions here up at the top that we're gonna talk about, and then we're going to get down here into the features and performance metrics of our product and this we're gonna actually go into the features and benefits and the greater good. But up here, what this is is these air some more marketing material on marketing angles that we can use to sort of boost our credibility and mentioned these in the emails that they were going to be writing? Um, let's just go ahead up here and get started, and we'll start answering these sort of primitive. Any question first so, whatever. What are qualifications for making, um, issues? Why we better than anyone else that making them And for your product. Obviously, as you go through this, do this for your product. So if you have any sort of qualifications, like for your product, like if your doctor you're gonna want to write that down, Um, so far maybe where we have, like, we're like podiatrist, Um, Or maybe like we work with personal trainers and the shoes are just, like, the most amazing thing that are our customers have ever, like, used to train. Um, if you have, like, a bunch of years of experience, that's something else. Obviously that you want to write about include, um, you got testimonials from people or you know, you on your team. You have experts in some field that's relevant to your product. So maybe in material science, I could spell, Okay. Eso was gonna write these out. And as we're writing email, these were some things that we're gonna maybe pull from Azeri creating the emails. Um, okay, So what resources do we use to produce the superior product or service? Um, so let's say that our shoes are sustainably sourced, made in the USA. It's a big selling point for a lot of people dislike global biodegradable. That's really good. And you Maybe we've developed this new type of material that allows us to have all of these characteristics. Okay, so if you have some sort of resource that you use some sort of ingredient, that's really good, you're gonna wanna list those out here. How is the location of factor for us? Um, so this sort of has more has a lot to do with. Like, if you're located near the source of the goods that you're using in your product, that might give you a competitive managing that take less resource is or fuel to get your materials to your manufacturing center. It also be something like a shipping, uh, advantage. Like you're located nearly ups hub. And so you can ship things out well into the evening and early in the morning. Um, like I said, okay, near the source of our materials. And if you have a brick and mortar store, you can say something like, um, you need to get Teoh located in a major free race. Okay, what's your reaction time? So what this is is how long it takes for you to start getting the product to your customers and how long it takes them to get it. So, um, you ship within 24 hours? That something you wanna do? Uh, right down here, you know, free. Uh, all right. Okay. So if you have a free download, that's always gonna be, uh, something that's instantaneous. Um, for inventory, you can. What you can write down here is, um, some things that have to do with, like, if you sell a product that's inventory sensitive, um, or something that sells out very quickly or the has sold out very quickly in the past. Maybe you got a bunch of new stock that you so you have an abundance of inventory. So these are some things that you want to make a note of here. So you have a new shipment of goods. You have the makes models or new products arriving for maybe, Like I said, you have a massive stock of something that you're trying to get rid of. So that's that's, um, inventory related items taken last year. Okay, so now let's get down into the actual, uh, features of our products said the physical dimensions obviously are pretty self explanatory . How big? How much That ways, Um, you know, information about the material. So for our first feature, uh, here's how we're gonna do is we're gonna first right, our feature down. Then we're gonna right the benefit that it creates in the lives of our customers. And then from there, we're going to connect it to the greater good that it produces in our customers lives. So far, first feature for our shoes is that they're lightweight. That's a really good thing for shoes. What is the benefit of that? Doesn't hurt our customers feet. You can really feel them on your feet, you know, around easier. Okay, let's be obvious for for lightly. She was not really something really good. Um, so but let's go another layer deeper. And this is where we're going to start solving some of these emotional pain points. So the greater good here. What is so awesome about lightweight shoes? And how does it solve an emotional problem for our customers? Um, so it makes you feel freer. All right? You don't feel weighed down, uh, less distractions at work. You know, if you have heavy shoes on might be uncomfortable or during exercise. Um, so you're more productive. You see better results around, get more done with your time, accomplish more with your life. You know, maybe since we have doctors on our staff, you know, we can learn to that it saves your joints so you can spend more quality time with your family doing the things that you love, right? Yeah. All right. OK. Does that make sense? The we have our feature. This is the benefit that it creates. And then here's how that feature benefit pair creates this incredible change in our customers lives and really, uh, helps them, you know, fill this emotional hole that they have in their life. All right, so it's going to another feature. The picture is that they're recyclable. Sustainable bow. Great tips. Right. So what's the benefit here? Um, it doesn't take for 20 years. I think that's how long it takes plastic about a grade grade for the earth environment environment. People were not harmed making this problem. Okay, that's the awesome benefits. Um, for our customer. Specifically, what is the greater good that produces in their lives? this specific feature and benefit. Um, so the customer, uh, hard earned money isn't going to harm the planet. The rest easy at night knowing they're doing their part. Okay. Uh huh. Helping make the world a better place. You are on the net. Positive force on the earth, not leaving a dark spot on your soul. Ensuring your eternal well being. Okay. Yes. Of these are some of the things that, um our shoes are going to help people do it. It might sound far fetched to think about that, but this is actually the reason that if you think about if you buy sustainably sourced recyclable or biodegradable materials, the packaging will say stuff like, you know, it's it's great for the earth. You know, it doesn't stick around for 400 years, but what you're really doing is you're trying to do your part. You're trying to make the world a better place, you know, trying to be this force. And it's great to say these things on the packaging and your marketing skills. But this is really the reason down here why people are buying those products. You know they want to leave the world a better place than when they started might seem altruistic, but this is really, what? The reason why people are buying, you know, buy those products. So we want to make sure that we write that down, that we use that in our marketing materials. All right, so let's go down and do, ah, one for performance metrics. So we can kind of see if you have a product that has performance metrics that you wanna talk about. Here's how we can get that done. Our feature would be, let's say, last 10 million steps, which is roughly five years. People take around 7000 steps a day and over and about two and 1/4 1,000,000 steps a year, which works out to about five years. Um, so what's the benefit? Uh, issues last a long time. You don't have to buy shoes that often. Okay, what's the greater good? More of your hard earned money. Obviously, you can donate more money to charity saving more for date night, retirement, wedding, whatever it is. College. Buy their products for your life. All right, All right. Okay, so there's there's a greater good first for something that lasts a long time. all right. And so you can continue to fill this out first, For more of the physical dimensions of your product in the features and performance metrics , these the ones we're gonna do just for our shoes. And let's go down to these last three little sections on here. So credibility is a is a big part of of someone buying the products. So when I'm talking about credibly, we were talking about these things, like lots of reviews. Um, your products are tested and certified. OK? Eso So this is this is a feature. What's the benefit of that? Um, customers know that it actually works. People are buying it. Um, greater good experience. Yeah. Have a tough time, right? Let's worry about buying, and it can brag to their friends about it. Uh, they'll be able to join your growing community of people. Your tribe. They know a lot of people are buying it, so you know, they can feel connected to that. Um, you know, they have less worry about, you know, taking money over the wall and giving it to you for the product. That's a great thing. Um, if your product is tested, certified, um that's a feature. This is the benefit is that, you know, more confidence similar to its too much the reviews less worry. Um, greater good. Let's worry that they're testing in shady companies a stress certainty that your money is doing actual good for people in the world. All right, we can prove that when they when people spend their money at our store, that this is what's gonna happen. They're not going to be, um, helping harm anyone or or harm the planet. All OK, so for timeliness Now, this is This is it seems like it would be something like when the product arrives and it can be that. But what this is actually about is unlikely because it actually is that to, um but also this timeliness is how long the product takes to start working. So if you have, like a weight loss product, something like that, you know, you obviously you'll see it always plastered all over, you know, works in 30 days, works in 60 days. Whatever. So that's what this timeliness is talking about. And also this this works. If you have something that you apply to to something and then you see it work later on. So I was thinking like a like a car wax or something that you apply, and then you don't you see the benefits of it, you know, in 24 hours or something like that? Um, so when it starts working, eso 24 hours, 60 days, 90 days instantly, maybe. OK, um knows that those were both feature. So the benefit is that you can start using soon or, you know, right away. And what's the greater good? Uh, no waiting around for products to arrive. You know, you can start taking control of your life injured schools right away. Okay, that's for timeliness. And obviously, pricing is a huge part of it. So if you have something that's less expensive then than your competitors, that's a feature, right? And the benefit? Uh, you save more of your money. Greater good, uh, more money for other things, like date nights, retirement. Take more vacations. You know, if you have debt, that's, you know, that's also a big selling point for pricing. OK, so here we have are template is completed. Ah, at least for this product for yours. What you want to do is continue to go through all of the features that you have in your product. List those out, take some time to think about it and think deeply about how your product is solving an emotional pain point of your customers and write him all here, Go through this whole thing and listed on this is going to save you, Aton a ton of time. And you know, if you have other marketing initiatives that you that you're doing, you're gonna want to use this on those two. Um, And in the next step, we're going to use this document. This this features and benefits template as we start story boarding are, you know, sequence and planning it out over time. So we're gonna do that in the next lesson, and I'll see you there. 7. Let’s Plan This Out Together (Storyboard): welcome to lessen. Six of we write an email drip sequence, and in this lesson, we're going to go through another template. This is going to be our storyboard template. It's called the storyboard email sequence template. You can download it from the projects and resource is tab as well. And this is going to again save us a whole bunch of time and effort, and it's gonna make art emails way better. So here's what we're gonna do. Um, this is what the email template looks like and actually pulled up here in just a second. And what this is gonna let us do is plan out our messaging and the story that we're gonna tell in these emails over time and let us be strategic in that way, because obviously we're not going to send all of the emails at once. We're going to sort of drip these out over a series of days or weeks or even months. So here's what it looks like. It's obviously pretty simple. It's a bunch of boxes, and each box corresponds to an email, and we have Here are four email sequence. This is our new customer email sequence. So what I'm envisioning here is that someone has purchased from us. Either they bought, um, some shoes from us or maybe another product in our store. So this is basically a thank you. Thank you. Email sequence. This first email will go out on right after they buy, and then these other emails will get dripped out over the next a couple of days. Um, So what I want to do is start with this first email sequence. Um, what we say? One other thing first is that obviously, here's their six boxes, so you could build a six email sequence. I've used this to build even longer ones. You Most sequences that are, like 16 emails long, so you can basically just copy paste these, um, and make it as long as you need to. You can also shorten it, obviously. And you know, if you're doing, like, a one or two email, female, whatever, email, whatever. Whatever it is that you think is best for your product, Um, so, yes. So let's start with this first email. So this is going to be sent out on day zero. So this is right after the purchase. Okay, let's just go through and sort of layout when we think these are going to be sent. So maybe email number two gets sent out a few days later. You don't want to send this out too soon. You've probably had experiences with brands or companies that just spam your inbox. After you buy something you know every single days, that's obviously not what we want to do. So maybe we'll send it's in this out on Day seven, like a week later or something. And then just day 14 I'll show you why all those air highlighted here and just just a second. And then, um, the final email is basically going to be our last email where we're gonna ask them to buy again. So we might want to send this out later on, like maybe a month, a month out. Uh, Sunday, 30. You know, it might make sense to do this even a little bit longer. Like a day 40 or something. We can extend this out a little bit, too. Something like that. Okay, let me say Also one thing about this final email. If you have a product that you can estimate when your customers are going to finish your product. If it's a perishable item, like some kind of food item are cosmetic, that gets used up, and you can sort of guess when that's gonna happen for your customers. It's a great idea to send this email out. Ah, few days before you think they might run out. So if you give them a 30 day supply of of something, send this last email day 25 day 20 or something just in this base is gonna be like, Hey, we you know, we kind of think that you probably running out. Maybe it's a good idea to reorder, and you can, you know, structured differently when we get down to this last email will go through what we're gonna try and do here, Okay, But let's start up here on our first email. Um, so in short, what this should really do is just basically make them feel welcome, Uh, and really just, like, confident in their purchase, you know, remind them of how smart they were to buy from you. All right, um, so that's one thing that we're gonna want to do here in this first email. The other thing, that's a great idea to sort of demonstrate that, um, that you're a and a competent guide and that, you know, believes in transparency is that you can put all of your contact information a front here, uh, no link to your return policy. Your warranty, if you have one. So that they know exactly what they need to do if they have a problem. And you can just just list all of this stuff here, Um, another great thing to do is to give them some some other free links, like, uh, how to get the most out of our product, like a little you know, five steps to, you know, making the most out of your shoes. Um, how to clean them, Store them. Uh, how do you repair that on your own? You know, basically tips and tricks here, And this is this is again free, surprising information that we're going to be giving out, cause we just make a quick note that we're gonna do is give them something free. I feel something. We're going to knock down the road blocks that we might have. Okay, Of course. Okay, so that's what we're doing here in this first email. We're teaching them Things were giving them free information, and we're proving to them that we're on their side. Really? That we're are, um just this competent guide that was really here for their benefit. All right, all right. Let's skip down to this last email. We'll do this one next. And in this last time, Willis's we're going, we're going to place our open c t A call to action, which is going to be live something again. And because I chose shoes as our example product, it would sort of make sense to ask him to buy again here, Um, if it doesn't make sense for your product where you can do here and what we could also do here in this email is up seldom on a different product in our store. Um, that is also a very good idea, something that's complimentary in some way, like I don't know, a shoe Killeen kit. Um, socks, what? You know, whatever something else that goes with what you're with with what you're you're selling, it could also be, you know, if you if it doesn't make sense to ask them to buy something here, could be the C p a could be, you know, leave a review and get a discount or something if you send us, you know, very fibrous something along those lines. Uh, spices again. Uh uh. It could be used a coupon code, you know, violent. Get one. Go. You know you. Then we'll need a pair. Someone need again. This is this is all just scratch pad here for us to write our ideas on. All right. Now, let's talk about these middle to emails here because what we're trying to do here with this email sequences were going to be building a story. And the story is going to let us. You can see I have our products, service features and benefits template that we went through our last lesson here, and I'm gonna start pulling from here. And what I'm gonna do is we've these features benefits, but really the greater good part. I'm gonna start weaving these little pieces into this email sequence, and it's going to create this story arc through the email sequence. And the reason that that's so important is that it's going to show how our product and our brand comes in as this competent guide and solve these emotional pain points for our customers. So instead of just giving them features and benefits were becoming part of their life and part of their story, and we're showing them through these emails how we do that. And that's, um, so important to to to why we did all this work up front here because it's just going to make our emails incredibly, incredibly powerful because that's what makes people by people by better versions of themselves that by solutions to these emotional pain points because they can envision how all of these things come into their lives and solve these problems for them. And so that's what this is really gonna help us do. I'm so in the second email, we're gonna offer them some more free, surprising information. So what we want to do is here is something like how we make and test are biodegradable and resource like likable material on the c. T. A. Here is going to be watch a video, okay. And I'm also gonna make a note here of the roadblock going to knock down, which is going to do. We're going to prove that our shoes actually last for 10 years. Sorry. Not take 10 million steps. Five years. They're not cheap or, you know, not usually worn down. Achieve, uh, throwaway shaped like. Okay. So, uh, so what I like to do here, You know, I'm gonna change the formatting on that And this roadblock. What I wanna do is highlight this this nice red close, so I can kind of identify that visually, and then this is going to be a highlight. This as one of our features that we talked about here and actually have that highlighted here already. So our materials are sustainable, recyclable, biodegradable, and we just plug that in right there. Okay, Now, let's go on to email. Number three, this is Sunday 25. Great. Um, and what we're gonna do here is again Just offer them more proof information. Our light way shoes help with joint pain. All right. Remember, we have doctors on our staff or podiatrists, and you know, C T c d. A. Here is going to be download our free report and get our look way not fix where she wasn't every season. Okay, but again, here's the future. Lightweight. Do this one and orange do this one. It's like that, all right. And the roadblock here that we're not, you know, nothing on a couple, actually. Why do I need repairs? So hopefully with this look book, we can sort of show them. You know, this is a versatile shoe that you can wear, you know, whenever you you need to wear shoes were play whatever, and, um, and shoes and the roadblock Is that people, anything in terms, they're not stylish, Kind of related. All right. Someone can just mark those with this red color. Okay, great. All right, then. The last thing we're gonna do is we're gonna go down here to our final email, and we're going to add in just a couple more of these features and benefits from our region benefits template. So one thing that I want Teoh stresses that if you have lots of reviews, that something that you're gonna want to make sure customers know about one of your potential customers know about. So down here in our fourth email, I just want to make a note to myself that, like, include something about reviews. This could be a screenshot. It could be, You know, if you have a way to insert some of the reviews into your email. Um ah, that's a great thing to do here, Um, so we'll do that and going to highlight this with, like, a little green and highlight this guy the green. Okay, so that we just kind of know that that's what that is. Um, one of the thing that I might do is just also remind if we are gonna do, like, a buy one, get one dealing. I just remind the customer won't again about, you know, the fact that our shoes last for 10 million steps steps, so if they're gonna get to apparently that's like, uh, a decade of shoe where just to remind them of, like, the incredible value that is and how they're not gonna have to, you know, basically buy shoes for a very long time. That's when my selling point that we that we can include Okay, So then what we have here is basically, um, we're trying to do is build this relationship and insert ourselves into our customers lives and prove that we're this competent guide to them that has a solution to not just these features and benefits these higher level things, but that we can solve a deeper emotional problem that they're facing. And by doing that, we enter into their story in a very meaningful way. And that is this the relationship that we're trying to build here, We're giving them something for free. We're giving them free information. We're teaching them something and making them feel something. And all of this, when it comes down to this last email, we're going to ask them to buy again. All of that is going to make the ask just a lot more easier for them to get their head around. That's gonna make sense for them to continue to engage with us. And so in the next email what we're going to start in the next lesson. What we're going to do is we're gonna actually start writing out the email and you're gonna watch me do it. Um, and we're gonna see how all of this work that we've done here in the last two lessons this lesson in the previous one actually gets implemented in two really emails. Okay, so I'll see you in the next lesson. 8. We Write 2 Emails Together (Bob Ross-style): Okay, here we go. Lesson seven of we write an email drip sequence, and in this lesson, we're going to actually start writing out our email sequence. And I have both of our templates open in another window. So let's go. Get going. All right, So we are here. They're blank document. And just like I did in the intro, I'm going to just start this out the way that I do every single document. Okay, this is just force of habit, All right. And, um Right. So this is going to beat lips? Yes. This is going to be our very first email, and this gets sent out on day zero right after the purchase. So this is something that they're sort of expecting to happen. Um, so have our other two templates open here? Here's our storyboard sequence that we did in the last lesson. And here is our features and benefits template that we did in lesson for that. So we have this whole thing, we're going to point from those. Um, so when I started writing these emails sequences, what I really trying to do is take some time to sit and think about how the customer is going to be encountering my emails where they're going to be in their daily life. What? The circumstances that they're going to be in when when this email gets arrives in their inbox. So at this moment time, they're expecting this email to come from us to confirm this basically confirmed their purchase and let them know that is gonna be shipping out. So this is something that there almost certainly expecting. We buy stuff online. You obviously get e mails pretty much every single time you by. Um, so again, we're gonna try and do Here is we're trying. Teach them something we're gonna try and give them something for free. So I'm gonna do is, um I'm gonna use obviously the information that we got from our from our storyboard here. Um, so let's first talk before I start pulling stuff over. Let's first talk about subject lines because I have a couple things I don't want to tell you about subject lines that I think is really important. Um, first things that you need to know that's the difference is that it has one job yourself. Decline has one job and one job only, and that job is to get your customer to open the email, and that's it. You want them to see the subject line and immediately click on it, or at least have that subject line stick if they're too busy to open at the moment, have that subject line sticking their heads so that when they come back to it, they're like, Oh, yeah, I mean to open that. So that's his only job is to get them to open the email. And obviously you can't just put anything in here anything sensational that will get them to click on it. If it's not related to what's down here in the body copy. That will be like making feel, sort of like bait and switched. So it has to really be related to what they're going to find in the body of the email. But that's only the only job is to get them to open. The second thing that you should know about that defines that you should spend probably just as much time on your subject lines as you do right, an actual body copy every you know, Um, because getting them to open that, you know, is the most important thing. Because if they don't open email, then they're not going to read what is inside the email. So you should for sure, invest a good amount of time in creating an irresistible subject line. Because if you don't, then the rest of the time you spend writing the body copy is going to be pointless because they're not going to read it. Eso Yes. So spend some time on your subject line. It's well worth the time invested in it. Um, okay, that's what I have to say that I have to say about septic alliance. Um, So the way that I go about right in some declines is this is I basically just think about this whole space as like like, this is a scratch Bad. This is my space that I can experience with and write anything, anything that I want to write here. And so what I try and do is start with all of the most obvious subject lines first, um ah, thank you for your purchase. Uh, welcome to the family. Um, thanks for buying the and the reason that I do this first to start with these sort of obvious, Um thes obvious subject lines. Is that it? To me, it feels like it. As I unload all of these obvious subject lines, my brain is, like, freed from their weight and can start thinking of new and more creative subject lines. Um, like, if you So if you get all those out of your head, um, you're free to think about didn't want interesting words and different angles. Um, So, yes, I try and clear out all of these boring ones first and then start getting into somewhere more interesting ones. Um, see, uh, already the welcome when you see confirming the purchase, these sorts of things. Um all right, so now, though, I've done that start sort of experimenting. Um, I'm not being consistent. My capitalisation case. Um, um, that was a little bit too long. Um, should we see? That's 10 words? Yep. I would try and stick to, like, 30 characters. You can see here 45 characters that little bit too long. Um, where will and I have an idea off of where I'm gonna go with with this. Welcome. Email. Um, okay. And asked, asking a question is sometimes a good idea in the subject. line of the email. Uh, it just adds a little bit of curiosity. Um, so I think all you end up using one of these here, Um, And again, I'm gonna move real quickly through this. Um, so I would spend a great deal more time thinking about the subject lines and really get into it. Um, So let's go down here into the body, Copy. And, um, this whole air space down here can feel like a pretty intimidating is just like this empty space. And it's kind of like I gotta fill all this up. Um, and so what I get like to do that I mentioned also in the intro is that I sort, like, chunk this whole thing out, so we only we're only gonna have, like, 200 to 300 words, and you'll see how quickly that gets eaten up. Um, but the one thing that we're gonna do is I'm gonna go to the storyboard now, and I'm gonna just grab a bunch of this stuff and I'm just gonna paste it in. All right? So already this is like, I've eaten up a good chunk of what? The content of my email is gonna be with all of this sort of housekeeping stuff that we talked about in the last lesson are contact into a return policy warranty. Um, you know, all the stuff that we're gonna include here, the free stuff. We're gonna teach them some things. Um, So here, let me go ahead, and we're just gonna go into it. Um, So what I want to do is start telling a story and help the customer imagine what it's gonna be like when their shoes. Right. So, um new. Mm. I'm just trying to tell a story and get them to imagine, you know, opening the box and, you know, thinking of other places that they've been. And because when you when you look at your closet that has, you know, all your shoes in it and you really look at them, it sort of brings back those memories of like, you know, the party that you went to in those one shoes. The dance that you into any other shoes. Maybe you traveled in another pair of shoes. Um, so they really want to sort of start forging that connection. Start telling the story about their about to embark on this new journey with us, and we're gonna be there with them, like at every step of the way. Um uh e. Okay, so now we're gonna believe 12 little story here real quickly. Um, - questions . So, three, Um, just putting in the contact information. So if they anything goes wrong, you know, exactly come back to this email. I mean, they could go to a website to find out where they can just go to CNN, because this right here, um, - it was okay. Whatever. We'll take you over this. Okay? Yes. I have old writes checks to do that in the postscript. Okay. Um, all right. And so that's gonna be, you know? Yes, We got, uh, for shoes team. Okay, now, postscript. I think I mentioned this in our storyboard lesson. Um, actually, maybe I didn't, um your post script people are going to read to parts of it, you know? They're gonna read your subject line, and they're gonna read your post script every single time. I mean, I still time, but a large majority people are going to Most of you are going to read the postscript of the They might just like sweet through this whole email that not even read it. But they're gonna read the postscript. So if you have something that you wanna tell them, that's really important. It's actually a good idea to put it here in the post room. So what I'm gonna do is actually put in the, um we talked about you know how to get the most other product to clean them, how to store them, how to the parish use tips and tricks. I'm gonna put all that here in the post trip because I want them to know about it. Um ps uh uh uh, Post script, Pushkin. Ah. Okay, so we go, let's check out how we did with our world lead to never do it. Okay, so we packed aton of stuff into 215 words, and you can see how fast that got. You know, this is not that much. Uh, there's not that much here. Um, so another thing I want to point out about about this email sequence or something at the secret. The sequence. But this email is the space between these lines here. You know, it's that kind of after every sentence, every two sentences I put a put an extra space here, and the reason I do that is it sort of breaks up each of the sentences and makes it look more manageable when everything is really packed up in tight. Um, it can make it look a little bit intimidating for for the reader. And so by by breaking it up short, it gives a little bit of breath between Lawrence and makes it look a lot shorter. Even though the whole email is actually takes a longer more space vertically, these lines look a lot more manageable and faster to read. Um, and it makes just a little bit more simple. Um, so one other thing I want to say about this is that obviously wrote this pretty quickly, you know, like, 10 or 15 minutes. So you should absolutely spend a little bit more time going through. And I will, I would do this to is going back through and refining this, making it more efficient, making a more interesting making more powerful. Um, we gave them something for free. We taught them something. Um, and so this is our welcome. You? Yeah. I would absolutely spend a little bit more time, Um, working on this. Okay, So, uh, let's write out one more email, and I'm going to do the second email here, the second annual in this even because this is sort of a welcome email. Now, we'll sort of go through and see how we can do this. The second email. All right. So again, uh, you know never to find options. Body cavity. All right. And I'm just going to make a no here of oneness get sent down. So this is day 12. Okay. All right. So we I'm going to just grab all of this. And when I pasted in here All right, so we sort of have an idea of what we're going to be doing. This is gonna be our main c t. A. Is gonna be to watch a video on how we test our about available in recycled materials. And we're gonna try and knock down this road block that people might have that our shoes may not actually last for five years and that they're cheap. Um, okay, So some subject lines again, we'll start off with the most obvious. So this is the second email would be incented on day 12. This is almost a couple weeks after the bought. This is all about the material science behind our products. So I'm just going Teoh, starting with some of those basic obvious ones. First, this is probably, like, the most obvious how our shoes may be tested. Uh, okay, I'm just a quick couple notes here. Video putting video in the email in my experience, uh, will increase the open. Right? People know there's a video in there that's super engaging kind of People love watching videos. Um, so that could be something that I might use here since, Especially if we've invested a bunch of time and resource into making the video. Just want to let them know that it's in there. Um, yeah, I would I would actually spent a little bit more time on the subject lines. Uh, all right. Yeah, I think it actually deploying with this one. I think I would, I would. So I start with something like this would be like a video eso when you put here is like you would put here like a screen cap thumbnail of the video, and I think we've if there was a roadblock of people think that our shoes were cheaper throat or like throw issues. Um, if they watched the video, this can actually, like, prove that wrong. So I think we do a pretty good job of doing that. Um, you know, it's actual protection. Part of our features and benefits, you know, are biodegradable recyclable material. Right? So that would be sort of our email number two. Um, you know, you could do a video are great. And I would just I would keep getting closer to something that I think would really good. Um, so I would keep messing with those and seeing what I could come up with here in terms of like, creating better subject lines and more interesting, sometimes now just nothing if you have the the tools and means that know how. Absolutely do like some a B testing on your subject, Lawrence. This could really help you get to know your customers and your target audience and learn. You know what interests them? What piques their interest? Um and so Yeah. So this is our 1st 2 emails in the sequence, and I'm going to leave the rest of the email sequence to you. to finish on your own. So I remember three and email number four. I had thought about writing out number four, but, um, I think that's a really good challenge for you to tackle. Um, and really experiment and see. See what you come up with and how you consort of use some of the theory and ideas in these lessons to write a really powerful sales email here. Here, Um, and one other thing that I want to say before before ago is that, um I'm going to upload this email document this finished sequence storyboard and this finished features and benefits temple. I'm gonna upload all three of these to the projects and resource of tap so you can have these to just check out and look through at your own leisure. Um, and with that, we are done with this. First we write an email drip sequence. Lesson. Um, thanks for watching. I hope this was really helpful. And I'm looking forward to seeing all of your class projects as you upload them. Okay, doctor, Later. Bye.