What types of emails
should you absolutely know how to write
as a copywriter or online business owner?
Do all emails follow the same flow and format?
How do you build relationships, create engagement,
and get conversions with email marketing?
You got questions, I got answers.
Keep watching.
(upbeat music)
What's one of the first things you should do
when you start any brand or business?
Yes. Start building your email list, of course.
But wait a second.
Once you start getting emails
and permission to actually email them, that's important.
What are you actually supposed to do with your email list?
When should you send emails?
What should the emails say?
Are there any unspoken "email marketing rules"
you should be following?
I mean, what's the big deal about
having an email list anyway
if you've got mad followers or subscribers?
Isn't email marketing dead?
Whoa, whoa, whoa, let me stop you right there.
Despite the fact that it is getting harder and harder
to land in your prospect's primary inbox
as a marketer these days,
email marketing is still one of the most powerful ways
to communicate directly with your audience.
And here are some stats to prove it to you.
According to OptinMonster, 92% of online adults use email.
61% of consumers prefer to be contacted by brands
through email,
99% of email users check their email every single day,
and some as many as 20 times a day.
And 58% of users check their email
before they check their social media or the news
when they wake up in the morning.
So yes, in case you had any doubts at all
email marketing is still hugely important
for business owners today.
It is still the best way to consistently grow your brand,
nurture new leads,
create engagement, and have profitable launches.
Which also means there is a massive opportunity
for you copywriters out there to specialize in this medium
by helping brands write killer email marketing campaigns
and cash in on those conversions.
Now, while social media is always
an awesome complimentary marketing strategy as is paid media
and other content marketing initiatives,
you do not wanna put all of your eggs in one basket.
In a world where the algorithm is ever-changing,
landing in your subscribers inbox
is still a tried and true method
for making sure they see exactly what you want them to see.
I mean, you don't wanna leave the success
of your next launch up to the algorithm gods.
Do you?
Negatory.
So in today's video
I'll be breaking down the seven types of emails
you need to know how to write as a copywriter
or online business owner.
Plus because I know you guys love examples,
I've included examples of campaigns
that I have sent to my own email lists.
So you can see what these emails actually look like
in a real life inbox.
Hey guys, what's up, it's Alex.
After a recent video tutorial I did
on the different services a copywriter can offer,
I had tons of requests coming in about
the different types of email marketing,
asking me to go deeper into what they are.
So if you were one of those people who are wondering,
this video is for you.
Give me a thumbs up below
if you have been waiting for this one
and if you're new to the crew, welcome.
I put out a new digital marketing copywriting
or branding tutorial every single week.
So to get more videos like this one,
go ahead and subscribe below.
And don't forget to ring that bell to be notified
when my next tutorial goes live.
Now, email marketing is more than just random email blasts
sent out to a list of subscribers.
Yes, that is email marketing
but effective email marketing is strategic and purposeful
depending on the audience,
their level of awareness with your brand,
and your ultimate conversion goal.
Whether that be to engage, click,
or of course, buy something.
Now at the end of this video,
I have a very important public service announcement
for all you copywriters out there
that I promise will save you a ton of hours and frustration
with your clients.
Plus, I'll share my favorite spots to go to
for swipe files and inspiration.
But first things first, let's dive right in
to the seven types of email marketing you need to know.
The first is an Autoresponder Email.
So this is a broad term used to describe any email
that's sent automatically in response to a user action.
So think of that email or sequence of emails
you get from a business after you purchase, subscribe,
or otherwise opt in for anything.
So "Day 0 Autoresponders" are what I call
the emails that are sent out immediately
after a lead signs up to your list,
usually in exchange for a lead magnet
or another free, high-value promise.
For example, here is one of my most popular freebies,
my hot offer checklist.
So when you decide you want this checklist,
you'll head on over to the opt-in page at the link below
and enter your name and email address.
Then yes, you'll automatically
get an email in your inbox from me
that delivers my checklist
for you to download completely free.
Here's what this email looks like.
So as you can see Day 0 Autoresponders
are typically short, sweet, and friendly.
In this type of email you wanna let your subscribers know
where they can grab their freebie, how it will help them,
and how they can use it.
Also, because this is often the very first
email correspondence you'll have with your new lead,
you want these emails to set the tone of your brand voice
and experience,
making your subscribers feel welcomed and part of the crew.
You would then write a different autoresponder email
for every single one of your free offers.
Remember, the goal of this type of email
is to nurture your leads on autopilot,
deliver the value they asked for,
and provide a memorable brand experience.
Alright. The second type of email
is an Indoctrination Email.
So this type of email it's designed to get new leads
from a problem-aware into a solution-aware state.
They're sent shortly after subscribers join your email list
and get your Day 0 Autoresponders.
So these emails should ultimately make them feel like
they're part of something bigger,
by building rapport
and simultaneously indoctrinating the audience
to trust and believe in your mission and solution.
So for example, when you land on my website
you'll see a place where you can sign up
to join my email list.
And once you sign up,
you'll receive a series of Indoctrination Emails
each one written with a very particular purpose.
The first is to welcome you to the Posse
and empathize with where you're at
on your copywriting journey.
The second is to communicate
the Copy Posse's personal mission.
And the last one is to add awesome value
and offer next steps.
Now, I have an entire video
about my proprietary indoctrination sequence formula
and I will link that for you at the end of this video.
Ultimately, the goal here is to nurture a relationship
with your list,
encourage engagement, and turn your leads into raving fans.
Alright. The third type of email I'm talking about today
is the Abandoned Cart Email.
So this is an email or a series of emails sent to a prospect
after they left your shopping cart
without making a purchase.
So depending on the product and technology you use,
you can do this in a single email or a series of emails.
Typically the first is a short and sweet reminder
letting you know that you forgot to complete your purchase.
Like this one that I send out if for whatever reason
you exited out of my checkout page
without making a purchase.
It's simply a gentle reminder that
you did not complete your order
with a link back to where you left off.
Now, if you want and are able to send multiple emails
your abandoned cart email
could turn into a sales recovery sequence.
So after that initial friendly reminder email,
you could follow up with another
where you give them a more direct reminder
assuming they still want the offer
and using gentle scarcity
to sway them to buy now, rather than later.
Then you can send them another
where you include a reminder of the bonuses, risk reversal,
and any other limited time offers to play up that desire
and scarcity a little bit more.
And lastly, if they still haven't purchased
you could then follow up
and end the sequence with an alternative offer.
So give them something cheaper
that they might enjoy instead.
Now this is something a lot of brands don't do, surprisingly
because a well-written card abandonment email
can recoup 30% of your lost customers
resulting in a 64% increase in revenue,
all with very little upfront effort.
So remember, the goal here is to save the sale.
Speaking of sale, the fourth email on my list
is a Sales Email.
Yep. This is the big one
because it is all about getting that money, honey.
The number of emails included in a sales campaign will vary
depending on the product, the business,
and ultimately what the end goal is with the campaign.
So you could have anything from a quick one-day promo,
all the way up to a weeks-long launch.
And I have done both.
I found that the sweet spot though is somewhere between
six to 10 emails for a launch of a new product or service
varying in length and format.
And at the very least, you want one
to announce that the doors are open
and introduce the product, of course.
You want one to share the benefits
and how the product can help your prospects.
You want one to convey incentive and scarcity.
In other words, why they should buy now.
I like to use one to showcase social proof
and build authority.
So look at the results that other people have seen.
I like to send one to overcome objections
and encourage prospects to get off that fence.
And then I send one final email
to communicate that this is the last chance.
Then of course you can sprinkle in more content,
case studies and stories
to extend the length and life of a campaign.
So for example, when I opened the doors
to my once a year flagship coaching program
the Copy Posse Launch Pad back in January,
I sent a total of 10 emails.
Two teaser emails to build anticipation
and then an eight-email sales campaign.
So here's what my very first sales email looked like.
This one is for what I call the eager beaver.
It's short, and sweet, and to the point
and it's basically saying, "Hey guys, doors are now open."
So remember, the goal with sales emails
is to convert your prospects into customers
or your customers into repeat customers.
Alright. Email number five is an Affiliate Email.
So this is an email or a series of emails
written for the purpose of promoting
another brand's products or services
to a list of your subscribers.
So, as an example, a few months ago
I was honored to be a featured speaker
inside The Female Hustlers exclusive membership program.
So I sent out two emails to my own list
promoting The Female Hustlers launch.
So this of course is beneficial to them
because they got more members
and it was beneficial to me
because I got my brand in front of a larger audience.
Plus I made commission on any sale I referred.
Now, listen, affiliate partnerships are true win-wins
when done right.
My advice with affiliate marketing though
is to only promote brands and products
who are in alignment with your own values
because once you recommend a brand or business,
your reputation by association is on the line.
So remember the goal with any affiliate email
is to create interest, generate clicks,
and ultimately yes, make the sale
but clicks hold a lot of weight in affiliate marketing,
so make sure your emails are majorly click-worthy.
Alright now, number six on my list
is the Re-engagement Email.
So this is an email or a series of emails
sent to inactive subscribers.
It is sometimes known as a reactivation campaign
or a win-back campaign.
So with this type of email,
you're nudging those little sleeping beauties
and seeing if they'll re-engage with you and your content.
So I like to do this with two types of emails.
The first I'd like to offer a free gift
and just add value and hope that those loss leads come back
and engage with me and my content.
And then the second email is more to the point.
I follow Dean Jackson's nine-word email format
which goes something like this.
"Hey name, are you still looking to insert benefit?"
Obviously that benefit being whatever your brand
or business does.
In my case it's,
"Are you still looking to build a killer portfolio
and ignite your copywriting business?"
So here's one that I recently sent to my inactive leads
which was basically anyone
who hadn't opened an email from me in three months.
So remember the goal here is to get inactive subscribers
to re-engage with your content and emails again,
or in other words,
you want them to open and click your email.
Alright. Email number seven, Content Email.
This is an email or a series of emails
written for the purpose of providing educational,
inspirational, or entertainment value.
So content emails are often called newsletters
and your users start to expect to receive them
which is really, really important to build rapport.
So if you are selling anything on the internet
it is really important to mix up those sales emails
where you're asking for something
with some content emails where you're doing nothing
but adding value
because it is a good way to lose subscribers
if all you're doing is selling, selling, selling.
Now content emails come in all different shapes and forms,
but at the very base level
they should always have a hook, a teaser,
and a call to action.
So I send out content emails on a weekly basis
to announce when I post a new YouTube video.
So the hook of my email or the subject line
usually depends on the hook of the video.
The content inside the body of the email is a teaser
giving a preview of what to expect
and of course, opening a loop.
And then the CTA is to go, "Yes, watch my YouTube video."
And bonus tip, always include a juicy P.S. line
to keep your audience hooked
on consuming more of your content.
A little rule of copywriting
is that people tend to read the first and the last thing
that you write.
So subject lines and PS lines are crazy important.
Remember, the goal is to keep your audience engaged
and build rapport by providing real value.
Alright. Now, here is my very important PSA.
As a copywriter, your job is to only write these emails.
You do not need to worry about loading these emails
into your client's email sending software
unless of course you want to,
but I have personally never offered this to a client
because it's tedious and technical.
And trust me, you do not wanna be the one who accidentally
sends the wrong email to the entire list. Yikes.
It's better to just stay in your lane
and stick with doing what you're great at, which is writing.
Alright now,
because I know you've been waiting,
here are a couple of tips and places to go for swipe files
and inspiration.
So swiped.co has a ton of free files that you can search for
just type in the name or email sequence you want.
And then voilà, you can take your pick
from literally hundreds of options that populate.
Now, of course, be very, very careful
not to actually copy any of those
because other people are using them too,
but it's a great place to go for inspiration.
Now, the next place I love to go for inspiration
is my own inbox.
So anytime I receive an email with a killer subject line
or really great content that I think,
"I think I could use this at some point."
I always save those emails
in an inspiration folder in my Gmail account
so that I can go back
when my creativity is running on empty
and I need a little inspiration to get me going.
But remember, as I said before,
these tools are for inspiration,
not for you to copy and paste from.
Remember we are copywriters, not copycats.
Alright, guys, I hope you found this video helpful.
Drop me a comment below
if you want me to dive deeper
into any one of these emails or email sequences.
And until next time, I'm Alex.
Ciao for now.
Alright, guys, if you enjoyed that video
make sure to check out the next one from me right here.
And you can click right here to get a free gift.
How do you communicate with brand new leads
to increase engagement deliverability and long-term sales?
Keep watching to learn my personal and proven
three-step indoctrination sequence
for turning those fresh leads into forever fans.