In my last article I explained how I took six months ‘off’ from my business, specifically to see if the systems I put in place would keep sales coming in without me doing launches or creating new products.
The end result was very exciting, over $150,000 in revenue from the business without my involvement.
Much of that income came from emails I have written over the previous years designed to sell my programs on autopilot, to cross promote and upsell other products and also to ‘fix leaks’, keeping people from canceling or failing to make payments.
In this article, I give you a closer look at nine of my automatic email campaigns to explain what they do.
I have more than nine campaigns running in my business, but these nine contain the most effective emails for driving sales.
If you create even less than half of these campaigns in your business I know it will help you live a laptop lifestyle too because sales will come in without you having to manually stimulate them.
Why Do All This Work?
The goal here is to let email do the selling for you.
No longer will you have to manually write broadcast emails or newsletters to drum up new sales.
You won’t have to manually convince people to buy from you to secure clients using the phone or dragged out social media conversations.
If like my business, you sell digital products, then the entire process can be automated. Automatic sales and automatic product delivery, all thanks to email.
For this outcome to become reality, I won’t lie to you, there is a LOT of work to do.
Not only do you need the products to sell, you need effective free content to sell them, and the audience to see the content.
I’m going to explain what these nine email campaigns do, but the reason why most of them work is that you’re delivering amazing up front free value in the form of emails, blog posts, reports, handouts, videos and/or webinars.
To create all this takes work, but once you have it in place, it makes so much sense to use automatic emails to guide your audience through your amazing content, and then onwards to buy your products.
If the workload scares you, consider this…
Running a live launch is a lot of work. Creating new products is something you have to do no matter what, as is creating systems to deliver them and support them.
So, given you have to do all the work anyway if you want to succeed online, why not take one more step to automate future delivery, so you only need to do the work once?
If I asked you whether you would make any sales tomorrow without lifting a finger, and you say no because you have to do something manual — write a new email, organize a JV, run a webinar, conduct a launch, get on the phone and convince people to buy from you, etc — then what I am about to share is for you.
Bear in mind, this is not for beginners.
If you’ve never made a single sale before, then no amount of automation is going to help. You need to focus on traffic and converting that first sale, not automation (not yet anyway!).
Since you’re still reading this, chances are you’re in the right situation to benefit from what I am teaching, so let’s begin…
My 9 Email Campaigns In Summary
I’ll introduce you to all nine campaigns and explain what each does below.
I don’t have space in one blog post to cover each campaign in depth or show you the actual emails, but if that is something you would benefit from having, make sure you sign up for my new short course — Emails Revealed.
I’m teaching this new course only to Laptop Lifestyle Academy members, starting September 2017.
If you’re not already a member of my private coaching community, then you will have a chance to join us from Monday, September 11th 2017 for one week.
Prospect Emails Campaigns
The following three email campaigns do most of the selling for me. These are designed to sell products to first-time customers, and run non-stop, 24 hours a day, 7 days a week.
1. Two Week Email Course
This campaign is simple in principle. Over two weeks, it delivers a series of blog posts about a specific topic, followed by an offer for a product about the same topic.
During the second week, a special offer is made for the product, with a time-based deadline.
I designed this campaign to focus on lower priced products. In my business, I use these campaigns to sell my ebook packages, which are all under $49.
Inside the Laptop Lifestyle Academy, I deliver an entire training just on this one campaign, because I see it as the ideal starting point if you are new to email marketing.
2. Automatic Webinar Campaign
Most people know how effective webinars are for selling. I’ve used four different webinars in the last two years to sell my flagship course, Blog Mastermind, always doing them live, until I switched the best performing one over to autopilot mode.
Delivering a live webinar generally converts better of course, but once you have a webinar that works, it makes sense to turn that experience to an automatic campaign that still feels live for the participant.
This is exactly what my automatic webinar campaign does. You invite people to attend a webinar. They sign up, then you send them a series of short videos designed to get them excited to attend the webinar.
The webinar then happens (a live experience for the subscriber, even though it’s actually a recorded webinar), with some people buying during the live presentation.
After the presentation is over, the email campaign continues to followup with case studies, related blog post articles, and a special offer with a deadline. You continue to get more sales during this followup.
3. Automatic Launch Campaign
This is my BIG campaign. It runs for three weeks, delivering a full product launch experience on autopilot.
Modelling the launch formula popularized by internet marketers and made famous by Jeff Walker, this campaign delivers three launch training videos, followed by a fourth sales video.
In my automatic launch campaign I provide a big lead magnet, the Blog Profits Blueprint, as the free resource to invite people to sign up. This is optional — the videos themselves can be enough for a launch campaign.
The first week of my campaign is all about the big free report and three content videos. The second week, my program (flagship course) opens with the sales video going out followed by several case studies, information about a key bonus, and an offer for the course, all delivered via emails on autopilot.
During the third and final week, a deadline driven special offer for the course is made, along with more case studies and content.
This campaign is cross promoted to the webinar campaign subscribers, and vice versa, to people who do not purchase my program at the conclusion of each campaign.
This means that they can effectively go through five weeks of automatically delivered, high value training, all designed to educate and then sell my flagship course, Blog Mastermind.
4. Re-Engagement Campaign
This campaign is not so much about selling directly, rather it keeps your email list ‘clean’, by removing subscribed emails that are no longer active.
The re-engagement campaign triggers after a certain period of time of non-response from a subscriber. For example, if after 90 days a person has not opened or clicked any emails you have sent them, it triggers this campaign to activate for them.
The campaign sends a series of short emails asking if they are still interested in being subscribed. If they do not respond in any way, they are removed from your active database automatically.
This is an important sequence because it keeps your email database full of only active people. This means your open and click through rates will be higher, meaning your deliverability will be better overall.
Repeat Offer Campaigns
These email campaigns are designed to make repeat offers after a customer or potential customer says no to an offer the first time.
5. Abandon Cart Campaign
After a person makes it all the way to your shopping cart checkout, but does not finish the purchase, they are added to this email campaign.
The campaign then automatically sends a followup email asking what stopped them from finishing their order, and offers further incentives to complete the purchase, including a direct link to the product.
While this campaign might not make a huge difference, even if it brings in one previously lost sale, it’s worth setting up in your business. It’s not a very complicated campaign, you can set it up within thirty minutes and then have your team roll it out across all your products.
6. Second Chance Campaign
This is one of my favourite campaigns. I use upsells in my business to turn one time sales into recurring income sales (subscription memberships), however fewer than half of the people who see an upsell offer actually say yes.
All those people who say no go on to my second chance campaign, which offers the same special deal two weeks later, giving the customer a chance to experience the product they just purchased before deciding on whether to say yes to the subscription offer.
This campaign is another that by itself won’t make a huge difference immediately, but over time as you bring back people who say yes to your special bundle and upsell offers when given a second chance, the revenue starts to add up.
These email campaigns are designed to ensure new customers use and benefit from the product they purchased, to offer additional products on autopilot, and deal with failed payments
7. Product Engagement Campaign
After a person purchases a product, this campaign kicks in. They are removed from all ‘prospect’ campaigns, and instead receive emails that highlight the benefits and encourage immediate use of the product just purchased.
The first week of this campaign is all about encouraging use and to help the customer get a ‘little win’ — some kind of outcome thanks to your product.
The second week, and subsequent weeks if you want to create a longer campaign, gives you an opportunity to offer related and next level products.
It’s easier to sell more products to existing customers than to try and convince someone to buy from you for the first time, so having a product engagement sequence that brings in more sales may be the lowest hanging fruit opportunity in your business.
8. Declined Payment Campaign
If you offer subscription or payment plans for your products, which I strongly recommend you do, then you are inevitably going to experience failed rebill payments.
This campaign, triggered by your billing system, will automatically ‘chase up’ failed payments. In my system, four emails are sent that provide links to update payment details.
If the payment still fails, my system notifies my client care team to chase things up manually.
You can’t save every lost customer, but I can tell you this particular campaign has helped bring back a lot of lost rebill payments simply because it prompts my customers to update their credit card details.
9. Credit Card Expiring Campaign
Similar to the failed payments campaign, this campaign attempts to prevent future failed payments because a customer’s credit card is about to expire.
This campaign triggers when there are 30 days left before a customer’s credit card expiry date is reached. Several times during the 30 days, an email goes out with a link to provide new credit card details, to avoid any declined payments.
These last two email campaigns are very very simple, yet they can help you ‘save’ a lot of lost revenue, simply by providing reminders to update payment details.
Want More Help? Let Me Show You The Emails…
Starting the third week of September 2017, I am delivering a brand new short course called ‘Emails Revealed‘ to members of my Laptop Lifestyle Academy.
The course covers all nine of the campaigns outlined here. I teach you how to use each of the campaigns and provide handouts of every email I send in each campaign.
You can then conceptually copy these emails to create the campaigns in your business.
If you only set up one or two of these campaigns, you will easily recoup the cost of membership into my Academy. You also receive full access to all the other training, coaching, and support that is part of the Academy, so there’s a lot of value for the $49/month investment.
You can find all the details right here from Monday, September 11th, 2017 –
I’ll see you on the first coaching webinar for Emails Revealed.