- Job as marketers is not to go from step A to step Z,
it's to help the buyer go from step A to step B to step C.
(upbeat music)
Hey, there, I'm Dan Martell, serial entrepreneur, investor,
and creator of SaaS Academy.
In this episode,
I'm gonna share with you the four key campaigns
for your email marketing.
A lot of you are doing email marketing.
You're just blasting people.
You think I'm just gonna share everything I know.
You have no strategy.
You have no strategy for how to deal with new leads,
customers, or even on-going engagement.
I even have friends that have told me recently
that they've got email lists they haven't sent an email to
in six months.
Okay, if that's you,
I'm gonna show you how to overcome that,
create a simple process to do this based on
literally 20-some years of writing email campaigns.
And be sure to stay at the end
because I'm gonna tell you how to get access
to my email flow planner, which maps out the whole process.
And more importantly,
I even have an email template in there
called the account reviewer that will allow you
to get expansion revenue in your business.
If you have a service business,
just think of it as getting people
that are current customers to buy more from you.
I'm gonna share with more on that at the end.
So I love email.
I love email for so many different reasons.
One, it's an asset, it's powerful, it's real time.
You can persuade people to support your nonprofit projects,
your initiatives, get customers from it.
And if you do it right, it's going on 24-7.
You literally can have somebody
in a different part of the world being nurtured,
introduced to your business, your products,
and buy from you while you are sleeping.
This is a real thing.
It doesn't matter what kind of business you're in, you know?
I've been involved
in writing 50 plus different email campaigns
from launch campaigns to nurture campaigns to you name it.
Not only that, I've spent a hundred thousand dollars plus
on courses, books, experts.
I mean, if I start looking at my copywriting team
and my email team,
you add a zero to that, and maybe, yeah.
A lot more money.
I've spent a lot of money on the art of email.
And I first learned about it,
really, the formal way that inspired this conversation
with you today is a guy named Ryan Deiss.
He's not only become a friend of mine
and a coaching client in SaaS Academy,
but he built a product called The Machine that I bought.
I think it was exactly $2,000, okay?
I bought this thing when it came out
'cause it was like promising all this stuff,
and it was the most thorough example
of how to think about email
and bringing people up a value ladder
and what to do with them.
And I've not only devoured that programme,
but I've gone on to buy many other peoples
'cause I'm always looking for like that one or two idea
that's gonna gimme an edge, right?
That 1% better over five 10 years creates separation
from everybody else.
So I have an unlimited budget for investing myself,
but that course set the stage for how I think about email,
how I think about nurturing,
how I think about selling clients to get them to be aware
and be on board with you using the written word
and automation to grow your business.
So let's get into this.
So the first thing I wanna talk
about are the four campaigns.
These are the ones that I want you to audit yourself.
I want you to listen to how I describe them
and ask yourself like out of 10, one being doesn't exist,
10 being, I think I'm doing this at a world class level.
It's thorough.
It's great copy.
It's great engagement.
I know my numbers, all that stuff.
How are you doing?
So the first one is the new lead sequence.
This means that you have some value, okay?
And it could be a call.
So somebody fills out a form on your website.
It could be a resource, it could be a PDF,
it could be a spreadsheet, could be a script,
could be a blueprint, could be whatever it is.
But when somebody gives you an email,
I would consider that a new lead.
What is your new lead sequence?
Normally, it's 14 days.
In a 14 day window, somebody downloads your thing.
What is the automated, strategic,
thoughtful sequence of messages,
emails that you send to take that person I probably called,
they don't know a lot about you
to a place where they know exactly what you're made of,
they know what you're all about,
they know how you can help them,
and they're motivated to engage with you in the next step
of your buying journey.
So that is the first one, the new lead sequence.
Number two is the converting to prospects.
So even if they don't get on a call in that specific point,
it's what is your ongoing sequence,
what Ryan Deiss would call the indoctrination sequence.
'Cause you could have 15 different places people come in
as new leads.
Through partners, webinars, you name it, they're coming in.
And they'll go through a custom, ideally,
custom email, marketing campaign for that sequence.
But then if they don't buy,
you gotta put 'em into an indoctrination sequence,
a place where it teaches them about your business
and you strategically written the emails,
ideally, over kind of a three month period
that unpacks, again, how you can help them, creates value.
Maybe you've done some talks.
Maybe you've interviewed some experts.
Maybe your team has created some assets
and you can just share that.
But the whole point is get the person
A, wanting to get your emails, opening your emails,
clicking on your emails
and just like, feel like, hey,
I would never unsubscribe from this
'cause it is the most valuable thing,
but that is taking the person
from they still need to learn who you are,
maybe they didn't have a problem you could solve yet
to going through an indoctrination sequence converting them
to a prospect where they could potentially buy from you.
That needs to be designed.
So that's the second campaign.
The third campaign is engaging customers.
The amount of people that do not have a automated,
designed sequence when somebody becomes a customer
blows my mind, like literally.
Somebody becomes a customer of yours,
you should have this mapped out based,
and you can do some really cool stuff
with trigger notifications based on what stage they're at
of using your product or service,
but we can leave that apart.
You could just literally say
every customer should probably know these 12 things.
They should know about where they get support from.
They should know how the product works.
They should know about your events.
They should know about your other products.
There's all these sequences of emails
that a lot of people have never set up
for their new customers.
So that's the third one.
And then four is long term nurture, okay?
After they went through your new lead sequence,
after they've gone through your prospecting
onboarding sequence,
after even they've become a customer.
What are you sending out minimum once a week
to add value to keep top of mind?
That's the long term nurture sequence.
And if you have those four email campaigns, okay,
outta 10, you're doing better than 99.2%
of the population of businesses, okay?
But I want you to rate yourself one outta 10
where do you sit on all four of these?
Where's your opportunity?
Because with that answer,
we're gonna dive into the specific principles,
these hot principles that are gonna allow you
to take email marketing to the next level.
So let's get into it.
So number two is hard to leave.
That's the principle I wanna teach with you.
If somebody comes into your world,
pretty much in my email nurture sequence,
until you unsubscribe, you will hear from me.
Most of it is automated.
Most of it is stacking different funnels
on top of each other, so depending where you come into,
where you're at in the stage, we segment,
and we push people through.
Now, do we do campaigns throughout the year?
A hundred percent.
I think we have six to seven different campaigns,
new campaigns we're creating,
but a lot of them aren't even new.
They're things that we've done in the past
that we just turn on, right?
And the whole email automation works the exact same.
So it's like if you know you're doing an event
once a quarter,
you can have a whole email that goes out that says,
hey, do you have these problems?
If so, click this link
and I'm gonna show you a video.
When they click that link
and you show 'em the video,
you then put them in a sequence that sells them
into the event.
Nobody else on the email list gets it.
Only the people that identify as being into the vet.
The way I try to explain this to my clients is
it's kind of like those fun house mirrors,
you know when you go into those fun houses at a circus
or a carnival or wherever
and you're trying to make your way out of this maze,
but it's mirrors.
And you're like, is that a door?
Is that a window?
And the mirrors are there.
That's kind of how you want your email to work
where it doesn't matter what they do,
obviously, if they unsubscribe let them unsubscribe,
but you wanna make sure you're always talking to them.
And they think like, wow, this is super personal.
My favourite compliment in response to my emails
is it feels like you are spying on me at my office
because then you know you're really communicating
at your buyer's level,
which is the most powerful way to do
is meet them where they're at
and they will give you permission to take them
where you need them for them to be successful
and ideally buying and using your product.
Number two is build the asset.
So having the campaigns is awesome.
You need to have at least those four campaigns build out,
but I just wanna sell you on why email amazing.
It is literally one of the few platforms you truly own
in today's world, right?
And I would say even emails getting a little scary.
That's why a lot of people have moved to text messaging,
but the principles and the philosophies and the campaigns
are the same for a text message based campaign or email.
Email's the easiest one to get going,
but think of it like the more emails you add to your list,
it's like gold bricks that you're just building
because essentially there's just value
in those relationships.
And if you don't communicate with them often,
if you don't have multiple products
to be able to serve them with,
then those gold bricks don't have a lot value
because you're not creating.
So you wanna build the asset.
You want to invest in your email as an asset
within your business.
I remember when we sold my company Flowtown,
we had a huge email list, couple hundred thousand people.
And that value was significant
from a complete valuation point of view.
It wasn't just our revenue.
It was also the email
because the buyer could see opportunities
for upsell and cross-selling,
that pool of potential buyers and gave it value
like gold bricks.
It was like its own gold brick that we got paid for
because we knew enough to capture the emails,
the amount of marketers
and business leaders out there speaking
and creating social media and doing all these things
and not collecting emails blows my mind, okay?
Why do you think I started off this episode saying
at the end I'm gonna tell you how to get access
to my email flow planner.
This is the trade.
I'll create a bunch of value for you.
And then I'm gonna create a custom piece
of downloadable value.
And the exchange is the email
because I understand we gotta build the asset.
So focus on it.
Make it a core metric review every week
and ask your team how,
or ask yourself how many new emails have we added this week?
Is that number going up or down or sideways?
That's your opportunity.
Number four is echo marketing.
So I mentioned earlier one of the biggest compliments
that I get is it seems like you're looking over my shoulder
at my office, right?
It's like you have a spy, you have a camera,
you have an army of people monitoring me
because you literally sent me an email
describing my pain right now.
And it's happening.
It's almost like they get freaked out,
like people get freaked out
about Facebook listening to them just with ads
that they're seeing.
Here's why it works.
Does Facebook listen to you?
I don't know.
Let's pretend they don't,
but here's what I know about my emails.
I don't have spies all over the world.
What I do is I extract the copy that shows up
in the words used on sales calls, okay?
So all of our sales calls are recorded.
We let the person that we're talking with know that.
And then I transcribe those calls
and we pull out the sentences
when they describe a pain in a way
that we think is unique and universal, okay?
So unique and universal,
those two things you're looking for.
They'll say very specific things
that only somebody that's in the thick of it would say,
and it's usually like the language they would say
to a team member in privacy, in a room, okay?
It's like man, I don't feel like I'm selling.
I feel like I'm bringing people on a tour, right?
And then we use that copy in our email campaigns.
And that's why it's called echo marketing
because all we're doing is we're listening to our buyers,
we're transcribing it and echoing it back to them,
and they then other buyers that are just like them
are going like, wow, it's like you reading my mind.
It's like I'm not reading your mind.
I actually listen to somebody else,
and I just use that language.
A lot of you guys sit down and write emails.
The emails are already written.
Your buyers have already told you what to write,
but you think you gotta be creative
and come up with new angles and content and strategies
and launches and offers and all these things.
Literally just transcribe what the people
on the call are saying and use that in your copy.
Number five, it's moves forward.
Okay, so the email campaigns that work really well
move a potential buyer forward in the process.
One of my friends, Nick Kusmich,
shared this a long time ago.
He says, "Our job as marketers is not to go from step A
"to step Z, it's to help the buyer go from step A
"to step B to step C."
And when I look at emails,
the campaigns aren't designed to really,
kind of like a funnel, tack the problem at a broad level,
get them in and then try to be more specific as you go down
so that you can have a call to action
in almost every email that moves the person forward, right?
And there's so many cool ways.
I'm not getting into technical details
of marketing right now.
But the way I think about it,
it's like I'm throwing a life preserver to somebody
that's drowning, right?
If I do this right, if my emails land, right,
and I write a good sequence,
it's somebody that I'm connecting with,
they're in the ocean,
the ship broke and they need somebody to help them out,
and I'm giving them just the life preserver
in that first email, pulling them in,
and then I'm bringing them on the ship,
and then I'm giving them a towel,
and I'm getting them ready,
and I'm getting them fed, and they're all heated up,
and then now we can talk, okay?
But we're going from step A to B to C to D.
Some of you are so excited about what you built,
you bring 'em step Z, and they're like,
why would I use this?
I'm still dealing with this problem down here,
which is step A, right?
And when you meet them where they're at,
but then you give them what they need,
'cause you know
they need something a little bit more advanced.
You know they need, I don't know,
new opportunities, but to me that is the whole point
is it moves them forward.
And that's what I think great email copy does
is it connects with the audience
and it gives 'em a clear understanding.
You understand their problem.
You agitate the problem a little bit,
but then give 'em the solution to the next step
that they need to move forward.
So quick recap, there are only four campaigns.
New lead sequence, converting, engaging,
and long term nurture.
Number two is make it hard to leave.
Number three is build the asset.
It's like a brick of gold.
Number four, echo marketing.
Just tell them what they told you, but tell everybody else.
Number five is moves it forward.
Meaning that every message has a call to action.
So as I mentioned at the beginning of this episode,
I'm gonna model for you what I hope you guys are doing
in your emails and in your content marketing,
and that is give some value that collects an email.
So if you want, you can to click the link below
to get my complete email flow planner.
In there I even have a template called the account reviewer.
It's an email you can send out to your existing customers
that gets them on a call so that your sales reps,
your closers, whatever you wanna call them,
they get on a call and see if there's an opportunity
to serve them at a higher level.
Really find opportunities
of where they're not using the product
or things they should be using that they're not using
so that you can increase
what's called your expansion revenue.
So click the link below, drop your email, get a copy of it,
and then you're gonna hear from me on the other side.
If you like this episode,
be sure to subscribe to my channel.
Let me know in the comments below what specific aspect
that I share with you that really resonated the most
with you,
that spoke to you that you feel is gonna be the most helpful
for you in your business.
I'd love for you to write a comment below and let me know.
And as per usual,
I wanna challenge you to live a bigger life,
go bigger and live a bigger business, okay?
Build an empire.
Don't stop building.
And I'll see you next Monday.
(upbeat music)