Hey everyone. Jason here, digital marketing consultant. And in this email marketing guide, you're
going to learn the only three steps you need to master when it comes to growing your email
list on autopilot from zero to 5,000 subscribers and beyond. So make sure you check out the timestamp table
of contents in the description, along with some other helpful links that I'll be referencing
throughout this guide. As we walk through how to put together your
landing page, what to use for a lead magnet, what the heck a lead magnet is. And of course actually writing your emails.
But before we dive into those three steps,
let's go ahead and take a look at this diagram, because we need to talk about the importance
of why you need to grow an email list in the first place. Everyone starts off as a prospect. These are all the people in the world who
could potentially join your email list and do business with you. And then all the way at the end, we have customers,
which is ultimately what we'd like. We'd like more customers, right? Well, in between there we have audiences. And when we have leads, see audiences are
people who are engaging with your content or following you on social media, but you
don't have their contact information yet. Once you have that contact information, they
become something called a lead and leads are how you build your business. Because Facebook, Snapchat, Instagram, YouTube,
LinkedIn, Twitter, they can change how the game is played anytime they want. So those people who are part of your audience,
it's great. If you have a large following, but at the
end of the day, you don't actually control the ability to directly talk to them.
And that's the power of email and that's the
power of having a list. So that's why it's so important that you use
something like this to make sure you turn as many prospects and audience members as
you can into leads. So you have unrestricted access to communicating
directly with them. In addition to building rapport, of course,
selling some products and services. So let's go ahead and go through the three
main components of this and why each one is so important.
The real fuel of this engine is going to be
your lead magnet. And this is something that you're going to
offer for free in exchange for your prospects and audience members, contact information. Because at the end of the day, just putting
up a webpage and saying, Hey, give me your name and email so I can sell you stuff later. Probably isn't going to work too well. So we need to start this relationship op of
value and give people a legitimate reason for giving away their contact information.
Now, all a lead magnet has to do is build
rapport and deliver value. So if you're thinking of just slapping together,
some random PDF with free information, someone could find online, anyway. That's not going to work very well. The lead magnet actually has to be something
that's valuable and worth someone's contact information, because after all, if you give
something that's really crummy upfront, well, they're not going to open your emails. They're not going to take you seriously, and
you're not going to make any sales, get any new customers.
So this is where you need to put your best
foot forward, not just half asset and give something that it might be good, right? So here are a couple of different types of
lead magnets. I'll link up in the description to a full
blown video that goes into a deep dive into each one of these. So you can do a resource guide. You can provide training, give them a template,
or actually make a tool or give them a list of tools that you recommend, in this particular
instance to 80, 20, the process, I'm going to zero in on creating some sort of PDF guide
because it's the quickest to put together while still actually providing value and hopefully
building rapport, because at the end of the day, people only buy from people they know
like and trust.
And so it's not just about giving them great
information or helping them out. You also need to speak somewhat likable, right? But we'll get into that when it comes to actually
writing your email copy in the third step. So what can you do with a PDF? There are a couple of options that all would
take less than a week to put together, but actually be valuable to whoever you're trying
to get onto your email list. So first we have an audit. This simply just reveals everything that they're
doing wrong. This is the example I'm going to stick with. You can also do a case study, which is proof
of a result of a customer or client that you've had in the past. And showing how someone in a similar situation
to your ideal lead or customer was able to achieve the results that they were looking
for. The next type you can do is a resource list. And this is just a list of resources or recommended
tools. And the final one we have is a report. These last two are just designed to save someone
time.
So instead of someone trying to figure out
what email service should I use for example, or what should I be using for my keyword research,
you can create some sort of short list. So they save hours of research. The same is true within a report with this
particular instance, I'm going to be using the example of one of our own lead magnets,
the analytics checklist, which actually helped potential customers of ours, figure out everything
that was wrong inside of their analytics account and quickly fix it. And once you have your lead magnet, you're
ready to create your landing page. So all your landing page is designed to do
is to collect someone's contact information and exchange for the lead magnet. And that's it. It's a single page that has no links and it
gives people one action to take, which is enter their name and email.
Even if maybe you don't want the name, you
just want the email, but at bare minimum, you want the email, optionally the name and
that's all they can do on the page. That's what makes a landing page so powerful. You don't need links. You don't need excessive amounts of pictures
or graphics or something that is really beautifully designed. You're just saying, Hey, I have this awesome
lead magnet. I think you're going to find value in it. Enter your name and email here so you can
get it. That's literally all a landing page is designed
to do. And there are only five elements. So you're going to have a headline that clearly
States what the lead magnet is or helps explain and communicate why someone should enter their
name and email to get the lead magnet. You'll have a call to action button. So this is the button that they're going to
click to actually submit their name and email. Then you're going to have a couple of bullet
points that gives a little more information as to why someone would find this lead magnet
valuable.
These are bullet points, right? You don't have to write paragraphs or convince
people. You're just saying, Hey, inside, you're going
to get this, this, and that. Awesome. I think you should enter your name and email. We're just keeping it simple and casual. And then finally, you're going to have a graphic. And if you have some proof or testimonials,
you can add those as well. Although it's not required, especially when
you're just getting started. So here is an example of what a landing page
could look like. As you can see, there's very few elements
on the page and these landing page’s work. You don't have to get fancy, your headline,
your bullets, some sort of graphic, here we didn't have a graphic of what we were offering
yet. So we just chose a nice looking stock icon.
And this was built with mailer light. So once we have our lead magnet, and then
now we have our landing page. The last part of course is the actual emails,
right? This is the whole point of growing your email
list. You have to send emails. And when someone first joins your list, you're
going to send five to seven emails that are very focused in specific in relation to whatever
your lead magnet was. So for example, if I'm sending out a checklist
on analytics, it wouldn't make any sense at all, if the next email that I sent to them
immediately after signing up, was, Hey, did you know that you can be really successful
with YouTube ads? Well, there's no way that I would know if
someone who interested in analytics would also care about YouTube ads. So for the first five to seven, if someone
enters their name and email about losing weight or analytics, then all your emails should
be about losing weight or analytics, later on in the process, you start getting broad
and do all those fancy segmentation things.
But when you're first getting started, that
doesn't matter. That's just going to create more complication
and headache than is necessary. Now, before we dive into the five emails that
you should be sending after someone joins your email list and then what to do after
those five emails, we need to talk about how to actually write them. Because when it comes to writing emails, for
some reason, a lot of entrepreneurs and business owners and creators suddenly turn some stream
switch on in the back of their head and start writing really formally or start writing really
salesy.
And that's not what you want to do. When you sit down to write your emails, you
sit down and you imagine, imagine a friend, or imagine your ideal customer. You're sitting having a cup of coffee and
you're just talking, like a normal person. So please, you don't have to change how you
communicate, when it comes to emails, everyone is unique. Everyone is different. And when it comes to email marketing, that's
a strength, not a weakness. So if you see other emails from other people
in your niche, you don't have to copy their same style. You just have to communicate the way you do
and the right audience and the right prospects are going to be attracted by that.
And more importantly, the people that aren't
a good fit are going to be repelled by that. And everyone is going to have people who don't
like the way they do email marketing. That's just part of the world. You're not trying to be friends with everyone. You're not trying to get everyone to actually
love and open your emails. You're trying to get the right people to love
and open your emails. And the right people are the ones who are
actually going to enjoy who you are.
So I think I'll get off that soap box. Now let's go ahead and dive into those five
emails. Number one, we're just going to have, here's
your blueprint or here's your training? Here's your resource guide. You're going to repeat the three to four bullet
points you had on your landing page and let them know why it's awesome and why they are
smart for making the decision to enter their name and email. So we just want to reinforce the decision
they just made, right? They just stepped out on [unintelligible 09:14]
like I gave my contact information to this person, you want to reinforce that decision,
make them feel smart for actually trusting you. So the second email is going to be the biggest
challenge they face.
You really want to dive into how the roadblocks
they're dealing with right now is something that's normal, acceptable, and most importantly,
it's possible to overcome it. And then if you have any myths or anything,
you can say that's counter to what other businesses or creators are saying in your niche, your
space, then go ahead and say it here. Here's where you want to differentiate yourself
and let people on your email to let us know that whatever they're struggling with it's
okay. And also debunk any myths to differentiate
yourself. Now, the third email is going to be a success
story. So this can be hypothetical. You want to make it clear that it's hypothetical,
or it can be your own success story or success story of a client. And so here, which essentially all you're
saying is, Hey, this person or myself was in a situation very similar to yours.
And eventually we were actually able to be
successful. Now, these next two emails are actually where
you're going to shift into sales mode. Now this doesn't mean that we start writing
salesy, or we start putting 60% off buy now, or you're an idiot in our subject lines. This is just where we start talking about
whatever paid product or service that we have, that we want people to actually whip out their
credit card and buy. So that's something that's very important
here, is the first three emails. We didn't say anything about our paid offer
in this particular instance, with our using a PDF, as an example, if you're doing a webinar
or a video sales letter, it might be a little different, but essentially the first three
emails, we're just building rapport and we're letting them know.
We understand where they are. We're letting them know that it's possible
to overcome where they are. And now we're offering a solution, because
we've talked and empathize with them. And now we're saying, Hey, we understand where
you are. Check this out. I think this is really going to be helpful. So that's what you do with emails four and
five. You can optionally go to more emails. I think seven emails is the max you should
do, before you start coming off as like, okay, this person's just going to try and sell me
this one product forever and ever. And when you go through the sequence, it's
going to last anywhere from five to seven days.
And once someone goes through the sequence,
stop trying to sell them. At this point, they've entered their name
and email for a specific lead magnet. You've gone through a full week of talking
about the problem that's related to that lead magnet. You've talked about the solution and if they're
still not ready to buy, you just go, okay, I guess they're not ready to buy now. And then you let them drop into your big email
list or your main email list, where you send out broadcast. So you'll be sending anywhere from two to
three or five emails a week, just depending upon how aggressive you want to be. And you're going to be rotating between content
sharing and of course, making other offers, because in this first seven-day period, you're
making one offer very specific to what they just opted in for it, because you know, they
care about that, right? But then when they go into your main email
sequence, you're not quite sure.
So you're going to need to build more rapport,
provide more value and then make offers in the future. So if you don't make sales in the first seven
days, that's okay, you have their contact information. You have a direct line to that person, to
your potential customers now. So you don't have to worry about trying to
make a sale right in the first seven days, don't ruin that relationship, because it's
something that can actually pay dividends long-term down the road. And that does it for the three simple steps
to follow, to creating your own evergreen email growth system..