WEBVTT 00:00.180 --> 00:07.590 You need to be writing email sequences that are automated and send out new subscribers so that they 00:07.590 --> 00:10.160 can get to know you a little bit more. 00:10.170 --> 00:14.960 Plus you can use sequences to sell your products and services. 00:14.970 --> 00:20.530 This is the beauty of email marketing tools because it's all automated and this can be happening all 00:20.540 --> 00:26.310 in the background while you do everything else that you need to do to run your business so that you 00:26.310 --> 00:31.620 don't have to be sending specific emails on specific days to specific people all the time. 00:31.620 --> 00:36.980 I mean you'd be spending your entire life doing this manually if you had to do it like that. 00:37.110 --> 00:40.200 So with any email marketing tool you should be able to automate it. 00:40.200 --> 00:45.420 There's different types of sequences that you can have you can have an introduction sequence that welcomes 00:45.420 --> 00:52.140 people to your Web site to you and your brand and educational sequence where it's just if someone wants 00:52.140 --> 00:57.870 to learn more about a topic you have a sequence of emails that helps them learn more about a topic you 00:57.870 --> 00:59.380 have your product launches. 00:59.400 --> 01:05.840 If you are launching a new product you can have a multiple e-mail sequence that you send people you 01:05.840 --> 01:11.040 have your follow up e-mail sequence to people who have purchased a product to keep them engage to make 01:11.040 --> 01:13.680 sure they're happy with whatever they've purchased. 01:13.680 --> 01:15.990 Lots of different types of e-mail sequences. 01:15.990 --> 01:22.860 Here's just a quick sample sequence that is sort of your typical e-mail sequence that I like to send 01:22.860 --> 01:23.740 to people. 01:23.790 --> 01:30.990 This is for people who come out and are brand new to my Web site or are brand new to one of my products 01:31.050 --> 01:37.160 for example free course Osten them an intro email and then followed up with two educational e-mails 01:37.200 --> 01:40.610 and these two educational e-mails are purely educational. 01:40.650 --> 01:43.400 It's just additional content that will benefit them. 01:43.560 --> 01:47.190 I followed that up with what I call an inspirational email. 01:47.190 --> 01:53.760 This is an email that is not selling a product but it's selling the benefit of whatever product or service 01:53.790 --> 01:54.780 I'm offering. 01:54.780 --> 02:01.500 For example if I'm teaching a class on Adobe Premiere Pro video editing and I want to inspire someone 02:01.500 --> 02:08.250 to learn this software I'll show examples of types of videos that people can create with software or 02:08.250 --> 02:12.540 awls share an interview that they did with someone who uses Adobe Premiere Pro. 02:12.750 --> 02:18.450 So this is the email that is not necessarily teaching them something new but it's inspiring them and 02:18.450 --> 02:23.850 making them want to learn or to use the product that I'm about to sell them in the next e-mail which 02:23.850 --> 02:30.360 is the soft launch which is an email where I first start to mention the product that I have. 02:30.360 --> 02:37.280 It's still an educational or an inspirational email in essence but I mentioned the product. 02:37.290 --> 02:39.920 It's not a hey check out this product. 02:39.930 --> 02:43.740 It's only $99 you can get it here for 10 percent off. 02:43.740 --> 02:49.520 It's more of an email where all follow up on that inspirational e-mail that I just sent saying hopefully 02:49.740 --> 02:56.580 I hope you enjoyed that story about Joe Schmoe who learned Adobe Premiere Pro and now has a full time 02:56.580 --> 02:58.190 job in the film industry. 02:58.350 --> 03:02.590 Here's a cool tutorial on how to create better titles with Adobe Premiere Pro. 03:02.670 --> 03:07.470 If you're really interested in liking the tutorials that I've been sending you I actually have a full 03:07.470 --> 03:13.860 course for you that you can purchase where you learn everything from beginning to advance that kind 03:13.860 --> 03:14.780 of e-mail. 03:14.850 --> 03:20.590 I'll follow that soft softshell with another inspirational email to reinforce that idea and this may 03:20.670 --> 03:24.930 is a testimonial from a student of mine a user. 03:24.930 --> 03:28.040 How did the product change their life. 03:28.770 --> 03:34.920 I might include a link to the product in this email maybe not because in the following up e-mail the 03:34.920 --> 03:39.100 hard sell that's where I'm really it's just purely promotional. 03:39.150 --> 03:43.590 There's no sort of fluff there's no education it's just hey here's this product. 03:43.590 --> 03:46.710 I hope you've been enjoying these e-mails that I've been sending you. 03:46.710 --> 03:51.160 If you want to take it to the next level purchase here just click here. 03:51.210 --> 03:52.930 Explain how you purchased it. 03:53.370 --> 03:55.340 And then of course a follow up. 03:55.630 --> 03:57.590 This will probably look different. 03:57.600 --> 04:03.630 If they purchased versus if they didn't purchase and convert it and most tools you can automate it. 04:03.630 --> 04:06.100 So if someone purchases a product they might be. 04:06.110 --> 04:09.440 Transition to a another sequence entirely. 04:09.570 --> 04:12.480 Or you can usually add funnels to your emails. 04:12.540 --> 04:19.740 So if on purchase then they wouldn't actually get the follow up e-mail that says are as wide in person 04:20.240 --> 04:25.670 purchase the product that you promoted or whatever your follow up is to people who don't purchase. 04:25.890 --> 04:31.270 But it's a good idea to have those follow up e-mails at the end of the day remember that the goal with 04:31.270 --> 04:33.870 this sequence is to educate and inspire. 04:33.870 --> 04:37.830 And if you can educate inspire the selling will be easy. 04:37.950 --> 04:41.940 I'm about to show you actually some of my sequences that I'm using. 04:41.970 --> 04:45.140 So you get a better sense of how I'm having success with this. 04:45.210 --> 04:48.470 But a few quick things on how to write better sequences. 04:48.540 --> 04:53.940 The first is to use evergreen content if you have YouTube videos or blog articles that you think are 04:53.940 --> 05:00.660 really high quality and are related to this sequence create a whole email about it maybe use that as 05:00.720 --> 05:02.100 sort of the base of your e-mail. 05:02.110 --> 05:06.240 And if you want you can have people clicked to the article or to the YouTube video. 05:06.240 --> 05:12.480 This is a great way to keep that old content that is still high quality alive and just getting people 05:12.480 --> 05:13.180 aware of it. 05:13.200 --> 05:18.150 There's no reason to try to re-invent the wheel if you've already written about these topics. 05:18.180 --> 05:20.660 Just use a blog article that you've already created. 05:20.700 --> 05:25.110 Personalize it with their name most times with this software. 05:25.110 --> 05:31.020 During the Opt-In form people will submit their name so in the emails that you sent you can personalize 05:31.020 --> 05:32.210 it to that person's name. 05:32.220 --> 05:37.390 So the email isn't just hey this is an email blah blah blah whatever you say it's. 05:37.500 --> 05:43.320 Hey Phil hope you're doing well today and you include their name in that e-mail itself and try to make 05:43.320 --> 05:44.760 it more personal that way. 05:44.760 --> 05:47.420 Another tip is to send it at the right time. 05:47.430 --> 05:50.500 This is going to depend on the e-mail tool that you're using. 05:50.580 --> 05:56.400 But some of the tools allow you to set when e-mails go out and there's lots. 05:56.490 --> 06:02.010 I'm going to actually include some links to articles that explain all of this but there's a lot of research 06:02.040 --> 06:08.280 that's been done into when the best time to send an email there is sort of an aggregate article that 06:08.280 --> 06:09.520 I recently read. 06:09.630 --> 06:15.270 They did a lot of research from many different sources and they found that Tuesdays and Thursdays at 06:15.270 --> 06:16.050 10 a. 06:16.050 --> 06:17.890 M. is a great time. 06:17.940 --> 06:21.400 Now 10 a.m. that's different for people all around the world. 06:21.630 --> 06:27.420 But if you can you can send it at 10 a.m. no matter what time zone people are in. 06:27.540 --> 06:32.680 That's one of the cool things about some of these email marketing tools not all of them have it yet. 06:32.770 --> 06:38.870 Otherwise think about where most of your audience is if most of your audience is in the United States 06:38.910 --> 06:45.140 sending at 10:00 a.m. Eastern Time is a great idea because that's when that's where most people live 06:45.150 --> 06:50.500 I believe about half of the people in the United States live in the eastern time zone. 06:50.520 --> 06:52.970 There's a lot of people on the West Coast and Pacific time. 06:52.980 --> 06:59.870 But even still sending at 10:00 a.m. Eastern time will result in a 7 a.m. Pacific Time e-mail so it'll 06:59.910 --> 07:01.020 be the morning. 07:01.020 --> 07:04.800 And that's where a lot of people are who have money to spend. 07:04.800 --> 07:12.240 So really for most businesses 10:00 a.m. Eastern Time is a good standard but it might be different depending 07:12.240 --> 07:13.180 on your niche. 07:13.200 --> 07:18.090 Some people found that sending on the weekends is really good which is sort of weird because you wouldn't 07:18.090 --> 07:20.270 think that sending emails is a good idea. 07:20.310 --> 07:24.840 On the weekend is a good idea but some people found that they had higher click through rates and higher 07:24.870 --> 07:30.430 open rates on the east on the weekends maybe because people have more time so it's a good idea to test. 07:30.540 --> 07:35.400 And the great thing about these tools that you can analyze the success of your e-mails by seeing what 07:35.400 --> 07:41.520 the click through rate was when the open rate was and you can see OK if I set this type of e-mail this 07:41.520 --> 07:43.300 time did do good or not. 07:43.410 --> 07:48.990 So you should be looking at your analytics to the last quick tip is to test different subject lines. 07:49.020 --> 07:54.720 I'm going to be talking and giving more tips about subject lines in the next lesson and some tools like 07:54.720 --> 07:59.280 convert kit you can actually do AB testing with subject lines which is one of my favorite things about 07:59.280 --> 08:00.160 convert kit. 08:00.180 --> 08:04.860 You can actually test two different subject subject lines and what happens is convert kit will send 08:04.860 --> 08:10.710 out your e-mail to a certain percentage of the people receiving the email and then they'll see after 08:10.710 --> 08:16.260 like three or four hours which subject line worked best and based off of that data they'll send out 08:16.260 --> 08:22.090 the rest of the emails to the list that you're sending to with subject line that converted better. 08:22.110 --> 08:27.780 So let's dive into convert kits so we can see some real world examples of what I'm doing. 08:28.080 --> 08:35.260 Here is my online course masters behind the scenes account I just launched this account. 08:35.760 --> 08:41.740 I have about a thousand subscribers for about a month and a half or so. 08:42.000 --> 08:47.730 But there's a few sequences I launched this brand new free trial of my master class. 08:47.820 --> 08:52.380 And so whenever anybody subscribes they get this free masterclass. 08:52.410 --> 08:58.590 For example when someone listens to my podcast and joins to the podcast page they get on this podcast 08:58.590 --> 08:59.400 sequence. 08:59.520 --> 09:03.900 If someone attended one of my webinars I'll put them on a workshop sequence. 09:03.900 --> 09:09.990 This is a follow up to the webinars that tries to ultimately promote the master class. 09:10.050 --> 09:16.010 And this is the master class purchaser's So this is a new product that I launched about a month ago. 09:16.290 --> 09:18.930 So far we've had 11 people signed up for it. 09:18.930 --> 09:22.690 So pretty darn cool for this specific program. 09:22.860 --> 09:27.450 And you can see the open rates and the click rates for these different sequences. 09:27.600 --> 09:34.740 The open rate for the master class free trial sequence is super high and that's because this is a challenge 09:34.740 --> 09:36.010 base sequence. 09:36.120 --> 09:41.970 So it's basically a six day or five or six day sequence that people get. 09:42.090 --> 09:45.600 And it's a five day challenge for people to get started with teaching online. 09:45.600 --> 09:50.970 So when people sign up for this they know that they're going to be working hard for the next week. 09:51.120 --> 09:54.120 And that's why I believe the open rate is higher. 09:54.330 --> 09:59.220 The master class is super high open rate because these are people who actually purchased and paid a 09:59.220 --> 10:00.950 premium price. 10:01.200 --> 10:08.100 The pauca sequence is also relatively high and that's because this is specifically targeted to people 10:08.100 --> 10:10.880 who listen to my online course Masters podcast. 10:11.190 --> 10:17.580 Before this used to be the same sequence that people got when they signed up on video school online 10:18.000 --> 10:22.350 and a lot of people go to videos go online who aren't interested in teaching online. 10:22.350 --> 10:28.330 So the open re and the click rate was really low compared to this new sequence that I set up. 10:28.410 --> 10:32.310 And so I'm really actually happy about the open rate. 10:32.340 --> 10:37.050 Let me just show you for example the master class free trial sequence. 10:37.050 --> 10:39.920 So here this is how it's set up in convert kit. 10:39.930 --> 10:45.300 And again I know this isn't going to be the same for everyone but you can see that I've got a welcome 10:45.300 --> 10:52.030 email and then each day I send them the steps to for the next part of the challenge. 10:52.050 --> 10:59.790 Every e-mail I have an action item which usually is to click on something to watch a video and then 10:59.820 --> 11:04.800 ultimately here you see that I have my sales pitch down here. 11:05.280 --> 11:11.790 And if someone doesn't get the purchase the product I send up this what did I do wrong. 11:11.840 --> 11:14.780 And this is a great subject line that works really well. 11:14.790 --> 11:21.210 I get a lot of responses from this from people who actually respond and talk to me about what I did 11:21.210 --> 11:23.720 wrong or why they didn't purchase. 11:23.880 --> 11:31.760 And that gives me a lot of feedback to improve my product my pricing and how I sell my different products. 11:31.920 --> 11:34.290 You see here in Connecticut there's this funnel. 11:34.310 --> 11:40.980 And what happens is that if anyone has actually purchased the class they don't get this email because 11:40.980 --> 11:46.050 that would be awkward if you purchased the class and then I'm asking you what did I do wrong why didn't 11:46.050 --> 11:47.170 you purchase this. 11:47.200 --> 11:48.240 That wouldn't make sense. 11:48.240 --> 11:51.750 So that's just one of the real world examples of how that worked. 11:51.780 --> 11:57.860 The podcast sequence here you have this is a pretty much purely educational sequence. 11:57.920 --> 12:05.210 I just have some inspirational stories some tips and advice three ways to get better reviews although 12:05.450 --> 12:11.370 she need to start teaching online nine ways to validate your online course idea at the very end of this 12:11.370 --> 12:17.850 sequence I do promote my master class and that's really all the promotion that I do in this sequence 12:18.010 --> 12:22.740 here I have switched over to my video school online account and you can see all the different sequences 12:22.740 --> 12:28.530 that I have and you can see that it contains information on the subscribers that are part of these different 12:28.530 --> 12:29.710 sequences. 12:29.850 --> 12:34.800 Some are sequences that are built for people who enroll in my free classes. 12:34.800 --> 12:40.210 Others are just sequences that I've used in the past with different lead magnets or optin forms. 12:40.320 --> 12:46.890 And ultimately what I think you should do is to go to your competitors Web sites people who you want 12:46.890 --> 12:51.990 to emulate and compete with and sign up for their email sequences see what they're doing. 12:52.080 --> 12:55.750 See how you can improve upon their email sequences. 12:55.830 --> 13:00.630 Doing it your own way of course not copying but just using them as inspiration. 13:00.630 --> 13:04.410 Now in the next lesson we're going to be talking more about how you can increase your open rate with 13:04.500 --> 13:06.030 better subject lines.