Module 6 Email Campaign Layering Slide 1 Hello everyone, it is Andy Mackow and in today s training, I am going to teach you a deeper level of writing your email campaign. I and I am calling this Email Campaign Layering. I am going to refer to a few different types of email campaigns that I have taught in the past and that I continue to teach. I normally teach these campaign methods one by one. And I am going to name them and I'll explain what they are. And then, I will show how they work together, and in there, I'll explain why I don t teach them all together. This training is the teaching them all together part. 1 P a g e
Slide 2 And so, the three layers are the credibility layer, the connection layer and the sales layer. The credibility layer is the credibility campaign sequence that I use where in five or ten emails, you establish your credibility in your niche using things like articles you ve written, links to testimonials, links to books that you ve written, industry things that you have, whether that is bios or awards, or education or whatever the case is. The connection layer, I use that as an email sequence that builds connection and engagement. So, that is maybe, a 10 day email campaign or 21 day email campaign, or 30 day email campaign. And there's no difference between a 10 day or 21 day, or 30 day email campaign with the exception of the fact that one is 10 days long, one is 21 days and one is 30 days. There's nothing special about 10 days. It could be 9 days or 11. There's nothing special about 21 days. It could be 19 or 23. And there's nothing special about 30 days. It could be 27 or 33, ok. But in the process of trying to be precise and make it easy for people to understand things, a lot of times I'll just choose a number because as humans, it s so much easier for us to envision a number, than for me to continually say some vague language, like, your three to five week email campaign. And obviously, we are still pegging ourselves to a number. When I teach those types of campaigns, those types of campaigns are normally campaigns where I might usually throw a little bit of credibility in there. But the idea here is to bond with your subscriber, and possibly, to introduce them to your product. 2 P a g e
Another type of campaign that I teach is a sales layer where you may have a pre-launch, during launch, post launch emails if you re doing something recurring. It may not be pre-launch, it may just be preparation type of an email to say, you know: In the next couple of days, I am going to introduce you to something new There s some engagement that we may have with each other, and then, we will move to those sales. In today's training, I am going to teach you how to incorporate all three of those layers into a single campaign. Now, the question that may come up, why not teach all three of those all at the same time? Slide 3 Here's why! Because for most people, it would be extremely confusing for me to teach all three of those at the very same time. There's a lot of depth that goes into each one of those campaigns. So, what I normally do is I teach people to build out one of those campaigns. And then, if I were to work with you personally, I would then say, ok, now that you have that campaign as your basis, now, we are going to add in additional elements. So, if we were to relate that to a real world example. Let us say, we are just getting ready to start karate for the first time in our life. Maybe in karate there's 10 different layers, types of things that you would learn, certain types of arm movement or certain types 3 P a g e
of kicks, or certain types of core movements, or certain types of defensive movements. And when you've been doing karate for 10 years, you may know all the different moves. And you might know all the different levels of those moves. But if you were to take a brand new beginner and say, what we are going to do today is we are going to teach you a full 60 minute routine that goes through all the levels, all the moves and all the depth. Well, you will probably lose everybody after the first hour. Because this is too confusing, and so, what we do if we are learning something new, like, karate, for learning something new, like, skiing or whatever it is, we start with one layer. We say, ok, today, we are going to learn six arm movements, we are going to learn a punch and a block. We are going to learn four, five or even six different things. We are going to study arm movements for a month Next month, we are going to add leg movements on Following month, we are going to work on our core After that, we are going to work on something else And then, maybe, in the sixth month, we are going to combine a kick and a punch or we are going to combine a kick and a block, or we are going to, you know whatever goes on in karate. We are going to combine all those things. Now, is it necessarily important in karate that we start with kicks or we start with punches? One sensei might say, oh, we start with kicks. Somebody else might say, no, no, no, you know, you got to start with the punches, you got to start with blocks, whatever. In the long run, six months from now, does it matter? No, I don t believe it matters. Now, again, the sensei may argue with me. They might even argue with themselves. 4 P a g e
Slide 4 We are going to have the very same thing with the email campaign. So, what I am going to do today is show you how all of these pieces go together. Then, I am going to talk about how, if you already have one of these layers, how you can add depth by incorporating all three of these layers into what you do. So, let us just say that we started out with the credibility layer. So, we have 10 emails, again, that's an arbitrary number. It could be seven emails. It could be 17. I am using 10 because it's a really easy number to say in division, 10, 10 emails. We have 10 emails that are linked to some type of credibility: Maybe one email links to YouTube One email tells our story One email links to an article One email links to somebody s fabulous testimonial about us Maybe, another email links to a book we've written Maybe, another email links to a website that says something cool about us If we layer those, we have those emails in a credibility campaign, people read those emails and they say, wow, I really like to work with this person. Maybe, in some of those emails, we have a call to action that says something along the lines of: hey, if you want to work with me personally, send me an email - if you re doing one on one consulting. 5 P a g e
Maybe, you have a book that you sell, you might, from time to time, you might say, hey, if you want more from me, you know, here s the book that you are able to buy. So, that's one layer. Slide 5 So, next let s look at the connection layer. So, what does connection look like? So, the first email in a connection campaign might be a download email, the second email might be an email that says something along the lines of: You know, I noticed you joined my list in the last couple of days and I really like to know if I can help you personally. Is there anything I can help you with? Maybe, another email says, you know: What are your challenges? Maybe, in teaching the connection layer, I've said, hey, do a credibility component and send people to one of your YouTube videos. And maybe in the connection layer, we say, hey, give people a homework assignment, do an engagement email, do a question and answer email, do a content email, do throw lots of different things in there. 6 P a g e
Slide 6 Then, I say, maybe on the tenth day or the 12th day, we are going to start an automated product launch that introduces over the next 10 days, a product that you have. You say, on one day: Would you be interested in training that does XYZ? The next day, you say: Congratulations, folks had told me that they wanted training like this, so, I created it, you know, use your early bird access Two days later, they get another letter that says: Here's questions and answers about it Two days later, there's an email that says: Hey, you know, this is the last email you re going to receive from me on this. And then, probably as I taught you earlier over the next few days put some content emails in there. Then, maybe, if you have a second product, start doing another product launch, ok? Now, if we can think about this. That product launch, a few content emails, and then, another automated launch for your second product, that might be considered the sales layer. So, now we have a sales layer. 7 P a g e
Slide 7 Maybe, if somebody comes in to your email campaign, you re going to have one connection email, one credibility email, and you re going to just start selling to them. You're going to start selling to them pretty aggressively and pretty quickly, because maybe you're in a niche where if people are looking for help, they want it now. You don t need to build a relationship and wait 10 days. What kinds of niches would that occur in? Well, if you re selling something that required a lot of trust, say, you have a $2,000 coaching program, you ll probably wanna build up a lot of trust in the first 10 days. And then, you work on getting people on the phone. And then, maybe, you roll them into you $2,000 or $5,000 coaching program. On the other hand, if you sell a quick solution to something, a $37 quick solution, you probably wanna start selling that on day one or day two, because if they don t buy it from you and they really want a solution, they probably going to buy it from someone else. And so, it kind of really depends on where you are at in your niche. Another example, how many products do you have? If you have 10 products, well, you can talk about one product of 10 days, another product for 10 days, another product for 10 days, or, you know, if you have 10 products, you could do that for 100 days. If you only have one product, you need to do what it takes to get people to buy it initially. And then, you are probably going to move more to a content campaign, and hopefully, you are going to start creating a second product launch to these individuals. 8 P a g e