Resources to Improve Email Followups?

15 replies
I'd like to get better at email followups and I figured this would be a subset of copywriting.

Most of the copywriting resources seemed to be focused on sales letters and ads.

Would you guys recommend some material to help improve email followups, autoresponders, etc?

I picked up a copy of the Wise Old Gorilla and it's given me a good start.

Thank you.
#email #followups #improve #resources
  • Profile picture of the author BrianMcLeod
    Google Andre Chaperon's Autoresponder Madness
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    • Profile picture of the author ewenmack
      Are you wanting it for cold outreach to business
      or for existing customer base?

      Best,
      Doctor E. Vile
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      • Profile picture of the author Cool Hand Luke
        Two resources come to mind:

        Ben Settle's Email Players Newsletter:
        Ben Settle - Top Email Marketing Specialist

        Digital Marketers' "The Machine", which is about as results-driven and adaptable as it gets:
        http://followupmachine.com/
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        • Profile picture of the author heavysm
          Originally Posted by Cool Hand Luke View Post

          Two resources come to mind:

          Ben Settle's Email Players Newsletter:
          Ben Settle - Top Email Marketing Specialist
          Settle's Street Smart Email course is also uncommonly good. Too bad it's no longer for sale.

          His Email Players is pretty much the only paid email training on monthly subscription that's worth the cash nowadays...(IMHO, of course)

          Unless others know of another worthwhile program that's a recurring fee?
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          • Profile picture of the author kruger7
            Originally Posted by heavysm View Post

            Settle's Street Smart Email course is also uncommonly good. Too bad it's no longer for sale.

            His Email Players is pretty much the only paid email training on monthly subscription that's worth the cash nowadays...(IMHO, of course)

            Unless others know of another worthwhile program that's a recurring fee?
            Do you get given access to all past copies? I'd look on the website, but no mention of it.
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            • Thanks for suggesting Ben Settle. Checked his blog for the first time and found a wealth of information. Will check out Andre Chaperon next
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            • Profile picture of the author Cool Hand Luke
              Originally Posted by kruger7 View Post

              Do you get given access to all past copies? I'd look on the website, but no mention of it.
              No, you can't get his Street Smart Email product anymore... however, Ben has an updated version of that guide called The Email Player's Playbook and it's sent to you when you subscribe to his Email Players newsletter.
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              • Profile picture of the author kruger7
                Originally Posted by Cool Hand Luke View Post

                No, you can't get his Street Smart Email product anymore... however, Ben has an updated version of that guide called The Email Player's Playbook and it's sent to you when you subscribe to his Email Players newsletter.
                Yeah thats right, but just was wondering, if when you sign up you get all past copies since he started doing the Email Players newsletter. And to clarify, you get it physically mailed, not a digital copy?
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                • Profile picture of the author CopyMonster
                  Originally Posted by kruger7 View Post

                  Yeah thats right, but just was wondering, if when you sign up you get all past copies since he started doing the Email Players newsletter. And to clarify, you get it physically mailed, not a digital copy?
                  Yes it's physical only.

                  No past copies. You can order them separately on back order if you like.
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                  Scary good...
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      • Profile picture of the author meepmeep
        Originally Posted by ewenmack View Post

        Are you wanting it for cold outreach to business
        or for existing customer base?

        Best,
        Doctor E. Vile
        This is for people who opted into a list via a squeeze page of some type.
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        • Profile picture of the author ewenmack
          Originally Posted by meepmeep View Post

          This is for people who opted into a list via a squeeze page of some type.
          Then Brian's and Cool Hand Luke's suggestions are spot on.

          Best,
          Doctor E. Vile
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    • Profile picture of the author chillheart
      You can give podcasts a try. I personally prefer listening than reading.

      John McIntyre runs a podcast series dedicated to email copywriting: Email Marketing Podcast | Drop Dead Copy

      Originally Posted by BrianMcLeod View Post

      Google Andre Chaperon's Autoresponder Madness
      Andre was on the podcast of the dude I linked above: Andre Chaperon Interview On Why Storytelling Is Like Crack Cocaine To Your List
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      Chillin' hard...
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  • Profile picture of the author shawnlebrun
    I'll always remember the saying...

    "People will forget what you SAY... but they'll always remember how you make them
    FEEL.

    Well, this can be said about email too.

    These days, people are freakin bombarded with email... most of it shit.

    Hype, hype, and more hype.

    Want to stand out?

    Be different.

    Be personal and open up.

    Talk to your list as if you're helping ONE person improve his/her life.

    Bring some happiness and joy into their day... by offering up a lot of value,
    but be fun, entertaining, helpful, and a bright spot in their day.

    I think Ryan Deiss used the phrase "You have to battle for inbox space these days"
    or something to that effect.

    Peoples' inboxes are so full and cluttered... they HAVE to delete most of it, without
    even opening it.

    If you want to earn your share of their inbox... you HAVE to be willing to open up,
    be personal, and try to offer value and help them get what they want.

    But do it in a way where "you're the life of the party"

    Don't bore them, don't hype them, don't talk down to them.

    Just try to be helpful, fun, entertaining... and have the thought of adding
    value on your mind.

    Help them get more of what they want in their day. They are on
    your list for a specific reason... help them get more of what they
    wanted when they signed up.

    The way to be different these days... you have to use a blend
    of the things I mentioned above.

    Again, be personal and not robotic. Be helpful and not hypish.

    Offer value all the time, even when you're pitching something.

    Tell stories, entertain, and help them get what they want.

    Again, be the bright spot in their day... the life of the party,
    but in a way that you're still helping them solve problems,
    offering value, and monetizing at the end.

    People will forget what you say/write... but will always
    remember how you make them feel.

    Make them feel better off for being on your list..
    and you'll have a list who stays with you.
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  • Profile picture of the author ChrisNosal
    Banned
    It comes down to being able to write clear, effective communication.

    If you don't know how your articles are going to be disorganized, messy, confusing, and offer little value to customers.

    When you know how to communicate a complete idea, it flows seamlessly and naturally, and your customers stick around to read because it's easy to understand, simple, and gives them the information they're looking for in a straightforward way.

    Communicating an idea correctly follows a very specific order, where you attack and eliminate their objections one by one through education about your products, services, and offering value.

    Also, If you're offering a product, but not really offering your customers what they want, you may not even realize you're doing it, but your customers will pay no attention to your content, or they won't have interest in going further if they don't understand how your product will help them.

    There's no replacement for a good education from a master on whatever you're trying to learn.

    This is an article from my marketing workshop, I think it will help you:

    "The purpose of great content is to achieve 3 objectives:

    1. Have engaging content that maintains attention

    2. Educate them about your product and sell your solution

    3. Eliminate all objections stopping them from buying

    Your customer mentally goes through a very specific process when making a decision, and you must understand this in order to be able to create the most powerful marketing possible.

    In order to make the sale, you need to be able to communicate a complete idea, and you must overcome your customer's objections in a very specific order.

    When designing content, there are 3 things your customer needs to know before they feel comfortable buying your product:

    Why, what, and how.

    First you need to educate your customer on why your product can help them - the benefits they're going to get, and pain they'll avoid by listening to what you have to say.

    Second, you educate them on what your product is - you show them why you're qualified to teach them, and introduce the blueprint for how your product is going to deliver results.

    Third, you educate them on how to go out into the world and apply this information.

    Throughout this example, I'm going to pretend I'm selling you a GPS - it shows you how to get navigate roads and streets.

    You don't want to buy one based on that description.

    I'm going to show you a scientific formula for selling the same product with maximum persuasion.

    Why

    First, your customer is asking themselves:

    "Why should I listen to this person? how is this content going to help me? Is this person even interested in helping me, or just trying to sell something?"

    This is the salesman stage, where you're persuading them of the value of you and your product.

    Your customer needs to know why they should care, or read your content, and your job is to make connections between your material, the benefit they get from taking time to read your page.

    You're telling them why your product is such a miracle, all the great things they'll get, how it will erase all their fears, and what they'll move toward by learning this information.

    An example of this is:

    "If you don't have a map, you're not going to know how to get to your destination, get lost trying to find your way to places the fastest way possible.

    Imagine missing a doctor's appointment, and having to deal with 2 hours on the phone trying to reschedule, because you took a wrong turn, or weren't able to get there on time - is it worth $50 to avoid the hassle?


    Imagine the tears in your child's eyes when you miss your child's soccer game, because you couldn't find your way to the school - is that worth another $25?


    Then, imagine the joy on his face when you show up smiling and show him how proud you are, all because you had a GPS"

    You're selling what your customer is going to gain from your product, and what they're going to avoid by not investing in it.

    What

    Second, once your customer knows what your product will do for them, they want to know how it works, and how it's going to deliver the benefits they want.

    This is the stage where you transition from being a salesman to showing you're a true expert, and can walk the walk on your product.

    This is the super scientific stage, where you eliminate all the hype, and focus on a description of what your product is going to do for them.

    This is the stage where you convince your customer of all they hype - they know you know the facts and walk the walk, and deliver on all the promises you initially made.

    In this stage, you want to present charts, facts, theories, data etc. about why your product is the best to persuade their logical mind, and eliminate skepticism .

    An example of this is:

    "If you have a map of step-by-step directions, you can find your way anywhere instantly, imagine being able to go anywhere in the country knowing exactly what turns to take, avoiding all traffic and construction, because the computer detects traffic and makes sure you're sent on the fastest route possible."

    You explain what your product is (automated verbal direction delivery system), and how your solution relates back to thewhy (you can effortlessly get anywhere you want to go as fast as possible).

    Once you've grabbed their attention,the 3rd step is to show them how to go out and use the technique, and translate the product into results.

    How

    Third, now that you've grabbed their attention, and persuaded them of your expertise, you need to make it worth their while for reading by giving them the answer to "how do I do it?"

    At this stage, your customer wants a step-by-step procedure, recipe, and process - how they can take out into the world and apply their new insights to the real world to get real result.

    You're selling a small taste of how your product will benefit their life on a much larger scale if they purchase it, by giving them a real-world demonstration.

    An example of this:

    "Go out right now, turn left, in one km down the road turn left, take a right at the first set of lights, then arrive at your destination."

    Imagine being able to go anywhere in the country knowing exactly what steps to take, and how easy it would be to get anywhere you want as fast as possible, and never get lost again.

    Once you understand why your customer is buying, how to craft your headline, and how to construct incredible content, your next step is learning the biggest mistakes most marketers make, so you can make sure you avoid them."

    Try applying this formula to your emails, you'll be amazed at the results!

    Good luck!
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  • Profile picture of the author JonMills
    Originally Posted by meepmeep View Post

    I'd like to get better at email followups and I figured this would be a subset of copywriting.

    Most of the copywriting resources seemed to be focused on sales letters and ads.

    Would you guys recommend some material to help improve email followups, autoresponders, etc?

    I picked up a copy of the Wise Old Gorilla and it's given me a good start.

    Thank you.
    Dude it's not rocket science.

    First off your biggest challenge is getting it delivered.

    Second its getting it opened ( Your subject line is your headline, use curiosity, scarcity, warnings, teasers etc)

    Then if you are PIGGY backing on previous emails. Look for ways to BENEFIT your reader ( whether that is through delivering content they want to know or incentives that they want )

    Then keep your message short and sweet ( save those long ass ones for your blog )

    Trust me, no one has the time to read them.

    But if you insist, make them easy to read ( subheadlines)

    Be clear (what its about, how it benefits and what you want them to do )

    Remember at all times that your emails are INFRINGING upon their day.

    If you are 100% in love with your product or service. Your prospect is about 1%. They are looking for any reason to not open or close your email. Most pray that it arrives in the spam box so they don't have to see it.

    Get to the point fast.

    Have a BLOODY good reason why you are contacting them.,

    Don't create 15 emails just because you read some dumb ass internet marketing product that said you need to follow up with a crap load of emails where you attempt to give readers the warm and fuzzies.

    They get the warm and fuzzies from silly facebook videos.

    Your email is ONE MORE THING added to their day.

    If you bombard them with emails that add no value to their day, give them no discounts, give them something they never asked for. You will end up with more than no action. They will unsubscribe.

    Unless the product or service is YOU ( no one cares if you stumbled upon some secret, no one cares about how you bumped into an alien in starbucks and thats the reason why you are giving 1% off all your products. )

    There is a fine line between entertainment and wasting a person's time.

    Picture a sleezy insurance salesman. (That is what you look like to them invading their home, their day, their facebook, their porn, their world of fantasy)

    Think of every email like your last.
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    http://www.thecopywriterwhisperer.com/ Persuasion at it's best!
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