In this episode, Sarah Sal discusses email marketing in detail.
Name: Sara Sal
What Sarah Does: Freelance Facebook & LinkedIn Ads Specialist at Hootsuite
Company: Sarah-sal.com
Noteworthy: With 7 figures in Facebook ads spent under her belt in 10+ years, she’s run ads for companies like ClickFunnels and Strategyzer. When she started running ads for the latter, they struggled to make $0.40 for each $1 spent on ads, and she moved them to $18 for each $1 spent.
Connect with Sarah;
Key Insights
Crafting Personalized Emails
Sarah Sal emphasizes the importance of writing personalized emails rather than generic ones. She suggests imagining a single recipient, addressing them by name, and tailoring the content to solve their specific problem. By focusing on one reader, one problem, and one big idea, the email becomes more relatable and effective in conveying the intended message.
💡Segmentation in Email Marketing
Sarah Sal advocates for segmentation in email marketing, especially when dealing with diverse products or solutions. Using an example of a health shop selling various items like sea moss, matcha, and Brazilian nuts, she recommends creating separate emails for each product.
This approach prevents overwhelming the audience with information and ensures that each email addresses a specific problem and solution, enhancing clarity and effectiveness.
💡Split Testing Headlines
Sarah Sal delves into the practice of split-testing headlines in email marketing. She shares a specific example of an email she sent for a client, where two headlines were tested to determine which one performed better.
This method allows marketers to optimize their email content based on metrics like open rates, click-through rates, and sales, ensuring that the most effective headline reaches the majority of the audience.
💡Analyzing Voice of Customer Data
Sarah Sal walks through the process of analyzing Voice of Customer (VOC) data obtained through surveys. Using a spreadsheet, she demonstrates how to filter and sort responses based on factors like difficulty and character length. By examining these responses, marketers can identify recurring themes, understand customer frustrations, and tailor their email content to directly address the concerns and needs expressed by their audience.
sarah sal 0:03
So, we are going to talk about email marketing. And either either by the end of today lesson, I’m going to give you a homework. Or I’m going to give your homework next week why? I realise it’s nice to talk about theory. But but but I want to pretend I’m writing an email live, like, it’s nearly like look over my shoulder, as I’m writing an email. And I’m not sure if I would have the time today or not. So let’s see how every thing, how much time it takes.
If I manage, I mean, I don’t expect in one hour to write a full email. But let’s see if it’s something or at least I can explain you the structure my way of thinking my way of research or writing a totally new email. Or if I think I don’t have enough time. Then next week, we have a session where myself, I’m writing to email live. And then at the end of that session, I give you the homework. So this is why I say, I don’t know if I’m giving you a homework this week or not. I know we said next week would be landing pages. But I think it’s important to see some practice and life example. And not only theory.
sarah sal 1:49
So you’re writing an email. Let’s say you have a client with 100,000 people in the email. It’s a little bit easy to think, Hey, I’m writing to 100,000 person, and your email would be dear subscribers, dear user, and you’re talking to them. And Gloria, you know, imagine you’re talking to one person, imagine you’re talking to one friend. You don’t want to say dears subscribers, I could help all of you be better at email marketing.
No, you want to say, Dear Jessica, I could help you be better at marketing. You want to imagine one person, a person that has one problem that you could offer? him or her a solution. So imagine there is a person that is exhausted, always feel tired. Imagine you’re not writing to 100,000 people you’re writing to Jessica and Jessica by 2pm. She’s in front of her laptop exhausted feeling like she wants to sleep. That that’s how you write your writing. Hello. Jessica is it 2pm You couldn’t finish that important work, email because you’re exhausted and tired.
And despite having five cup of coffee is not working. Maybe the reason you are tired is because you have hormonal imbalances. And some people call it one reader. One promise. One big idea so one reader is Jessica. One idea is your thyroid because maybe you have a hormonal imbalance. And one promise is after you take my seamoss gel you’re going to feel better right?
You don’t want to have an email or you’re you’re making 500 thing you want to simplify it be specific be specific don’t imagine you’re writing to 100,000 people imagine in your brain you’re writing for one person try to imagine that person the problem he or he has what is their life like the atom write to one person yeah and be specific so now let’s imagine you’re writing email for a health shop or health shop sell see more so I mean basically see malls is like an Allegheny and it has like 92, mineral lot, lot, lot lot of vitamin.
That’s kind of easy to have one Idea right. You don’t want to supercharge the email because maybe the health shop you’re writing for happen To sell see malls happen to sell matcha happened to sell Brazilian na. And you could write about the health benefit of Brazilian not and how it’s good for your brain. And you could write about matcha green tea. And why is better than coffee, right?
But you don’t want to make too many things in an email in that case, have a second email for the match, you have a second email for the Brazilian not because the person who take receive walls might have a different problem than the person that need matches, see, most maybe you don’t have enough mineral, your thyroid, the person that need the match, and maybe he has coffee and coffee basically hurt his stomach, or has acid reflux, or he takes a coffee and he has energy for one hour.
And after one hour, he needs a second cup of coffee and then basically have used it and he doesn’t sleep all night. While matcha you say it’s a more sustained energy, where you have less energy, but the energy lasts for six hour, right? So you don’t want to have one single email where you’re talking about all three because the problem each one solve is different. And yes, there are people who might ask more than one thing in an email. But if you’re just starting writing email, it’s better not to confuse the user and just have three email instead of one email.
Now, you remember when we talk about ad copy, we talked about looking at discussion forum about Reddit watching webinar content and so on. With an email list, there is something extra you could do, you could send a survey to the list and I’m going to show you the exact email I sent. So this is actually an email I sent for a client where I basically I split test headline because if you’re using an email marketing tool, you could put to headline and you could tell the tool, the headline that got the most open rate, or the most click through rate or the most sales. basically send it What the hell less so there is 100,000 in the MLS.
The software will send the email, maybe two or 1000 parison and split test both headlines, and then the software will pick a winner and would send to the 99,000 people the winning headline so I always like to split test Let me see. Let me see. Let me mute Brenda. Um, can everyone else hear me? Or is it only Brandon that cannot hear me? Okay, is it? Okay, maybe Okay, the hidden in that case? I assume it’s Brenda? Yeah, Brenda, if there is an issue with your network, don’t worry. Roughly 20 minutes after the end of the call, there would be a video recording. So a video recording you could download it and you could rewatch everything if you miss something. Anyway, so the email is I hope you’re feeling fabulous.
I’ve been racking my brain trying to figure out how to make my content more relevant to my subscriber. I want to create tutorial and content to help you achieve your fitness, weight loss and muscle building goal. Okay, this client is a personal trainer that help people lose weight, build muscle and get in shape. I shouldn’t have given that context. I’d like to know where I can help you the most I created a quick three question survey to see which topic sorry, cough I should cover.
If you complete the survey, I’ll send you a $15 gift card for any product on my website, just link just click the link to complete it. It should only take 92nd In this case, we’re not really sending them I mean, not necessarily half of the people have the email and then the other half most email marketing software might send it to temporal central my send. I mean, okay, if you have a list with only 100 people that’s really difficult to make a split test if you have a list with 1 million people If you could send I mean, the email software might send it only to 1% of the email list and still have statistical significance to find the winner. And every single marketing software to send email might do it differently.
Some of them have a be testing, some of them don’t have some of them, they choose the winner via different statistical model. So it’s the software that does the split test, you don’t have to worry about yourself. Sometimes it’s just good to give the option to the client. Okay, should we I mean, I would say send a bribe. I mean, you could say, Hey, I just want to know how to create content for you. I just want to know what problem you’re having.
I want to know how you serve it, right. But you’re going to get less people who are going to reply. I mean, by all means, I mean, if you have a client who say absolutely not, I’m not sending a bribe or a give, by all means, just frame it as I just want to learn about my subscriber how I want to create content for you, I want to know how to help you, I don’t want to guess I’ll kind of help you on some people are going to reply/
sarah sal 11:20
But the moment you tell people here is a gift card, more people are going to do it and buy the gift card, we’re not sending $15 via PayPal, we’re not sending in $15 cash or putting $15 in their bank account will give so in this case, the person sell digital product, right? So there is a product that might cost $27. And we send the people who reply, a discount code. So the $27 now, product now become $12. Okay, if somebody doesn’t have a digital product, you could send discount code.
So maybe somebody is buying a shoe for $200, we send them a can percent discount code. And now the $200 shoe will cost 180. And most businesses actually offer a discount and freebie and exit are trying to attract people. But the moment you give people a bribe, they’re more likely to say, Okay, I’ll fill the survey, right? Because you’re asking from their time. So yeah, I mean, I would say it’s better to do that. And then click here. This is the landing page. And we asked two questions, what is the most important question you have about fitness, losing weight building muscle? And then we ask why? Why is this question important for you?
Why would it make a difference in your life? And then this is very important. It’s like, how difficult was finding an answer on the internet? Because think about it that way. If somebody said, I have this question, and you and they tell you, it’s very easy to find a solution on the internet. All I need to do is go to YouTube or Google and I find an answer in two minutes. I’m not going to give your money. Now if somebody say it’s very difficult, I spent all day trying to find an answer. And after one week of sharing, I couldn’t find anything or all the information is confusing, then that type of problem, the person is more likely to spend money on it. So let’s say I don’t know how to make Jollof rice actually, I don’t know.
And I just typed into Google how to make your love Rice, right. And suddenly, I have like, 123 Or maybe I have 100 video on YouTube. And I have all those recipe and I have all of that. Do you really think I’m going to spend $100 teaching me how to make Jollof rice when I could just click here and watch a very detailed 20 minute video for free. No. Now, if I need to apply for a work visa to Canada, and I couldn’t find an answer, and it’s all an immigration lawyer who could help me I’ll pay that immigration lawyer $500 to fill my application because hey, I couldn’t I mean, I would pay for what I cannot find. Easily an answer to now let’s look at the apply because then I would show you how I use that data, right? So if we go here to leads
sarah sal 15:11
I think maybe we got like 67 reply. And there’s an issue because some people might have a big email list. And they ghosted their email list, they sent nothing to their email list for one year, and then suddenly you send them an email. They’re like who the hell you are. That’s a problem with delivery. But here we’re talking about copywriting not delivery. Right. So here, the person is saying is cardio important for my heart health? Very difficult, right? The other thing, the other thing, the longer somebody typing a reply, it means the most frustrating because you would have some people who just want the free gift, and they would write one line and it’s going to take them one second.
And then there is a subcategory of people who are so frustrated with what they’re facing, that they’re just complaining, like, oh my god, I have this problem, this problem, this problem, this means you have a category of problem where people are willing to spend money to solve now let’s try to analyse let’s try to download this as a CSV. Let me select all lead. And let’s see how to analyse this. I mean, there are two themes in this. Let me survey leads. Let me see if I could upload it here. I mean, I like to have it in a spreadsheet, because then I could analyse things right. File Upload. Oh, here we go.
sarah sal 17:00
Liz, I’m really hoping I could help anything that sees me. Gosh, let’s see what happened. Fantastic. Fantastic. Fantastic. I want to open it with Google Sheet.
sarah sal 17:36
What I care, I don’t care about the data submitted. I don’t care about the page URL. I don’t care about the page name, etc. I’m going to delete the column. I’ll even say I don’t care about the first name and email. But nevermind. Let me make this one. Actually, I’m going to delete this one, just just so it’s easier to read things on the screen. You don’t have to delete it. But maybe there is a value of knowing the email but doesn’t matter. I want to read here. How difficult was it just want to break?
Okay, I’m just going to name it how difficult this is a headline. I’m going to call this one make different because you see like the text is really big. I want to be able to make this difference. This is a headline. I’m just going to call it most important. And here I’m going to type car rock tear lanes. And actually I’ll do two of them actually. Character length, I’m just going to call it one or character length question. And then I’m going to have character length. Difference. Okay, I made some spelling mistake of it’s not the problem here.
On here. I’m going to type equal l a n here, length of string. It’s B No a one. Not a tool, a tool. And you see here it tells me it’s four. And you see some people typed like four characters and some people have 250 And here I’m going to measure the character length for why would it make a difference in the life. So I’m, again, I’m typing Len. And this is the formula on Google Spreadsheet, maybe if you’re using Microsoft or OpenOffice is different. But I mean, you could use Google Doc or a spreadsheet. I mean, everyone has those days. And now it’s B to basically suggest autofilling. But let’s suppose it doesn’t. If I take this one here, and I just drag it, you see it, Phil, I don’t need to do it for every line for every roll.
I could just drag this on like here. And then I have all the numbers, right. Okay, I shouldn’t have used the auto says yes, but nevermind, just to show you how it’s done. And then I want if you go here, let’s see how do I filter now? I forgot how to do this. Function Filter View, no, create a filter, create a filter. If I click here, I could say show me only the reply that says very difficult, right? And, okay, here, I don’t have a lot of replies I have maybe like 68. But if let’s say you send it to 100,000 email list, and you have 5000 reply, you could filter by I want to only the reply that are Oh, 51. Okay, I’m not sure why it’s showing me here. 68 on Google Doc, but doesn’t matter.
I mean, yes, you can. Yes, you can. Yes, you can. You can. You can. You can. Oh, okay. It’s optional. Yeah, I mean, it’s a little bit annoying, because normally here, it’s showing me very difficult for all of the 68 not sure why. But anyway. So basically, you just go to read and see what happens. So here you see. It’s like, I feel laws, either the same way to worst off as I get older, my joint muscle are more likely to get an injury, which keeps me out of the game longer. I feel like I’m slow, steady cycle, being chronically overweight, etc. Right. And basically, I read the service, I could tell you, there are two big problem. People who are saying, I’m getting older, as I’m getting older, I cannot lose weight.
I feel like I’m being hopeless. I’m a bad father to my daughter a bad role model. I tried everything. I go to the gym six times per week. I tried every diet and nothing work. Other people say I’m very busy. I’m a director of a company. I have kids. I don’t have the time to do exercises. Right. So one problem is I don’t have the time. The other problem is I’m getting all so let’s see.
Here as I’m getting all and some of them you would read it and you say it’s not really a lot of value. Not every oh here we go. At 50 you see another person talking about age here. I work 40 hour per week, and I have a lot responsibility and I have no time for workout right. I don’t want to exercise for two hour. The other thing you could do let’s remove the filter okay. Oh gosh.
sarah sal 24:35
Okay, now we have actually I think maybe I should have selected this like this. And then created the filter. Oh, yeah. Okay, okay. Okay. Yeah, my error is I only selected this and I didn’t select all of this. Let’s try again. Let’s try again, very difficult. And now It’s nearly like the number doesn’t change. I don’t know why let’s see filter you.
sarah sal 25:23
Yeah, I don’t understand there is maybe a problem how to do it, but you get you get the idea you get the idea is for some reason, if I select this filter, then everything here tells me it’s the very difficult and I don’t know why it’s nearly like the number doesn’t change. The other thing you could do is sort by length of reply. So let me go. Why do I do that?
sarah sal 26:06
I just saw it. Will the filter let you like choose characters over 100 or something? Probably, I’m not sure it doesn’t, it doesn’t. But you could sort it, you could sort it for the smallest to the biggest. Gosh, let me remove all the filter. There used to oh, here we go. Here we go. Here we go. You see here. You just click on the column. Okay, I don’t care. I mean, well, one thing you could do one thing you could do, you could click the column and you say sort Zed to a sort A to Zed, right? So basically, the people who say not at all you don’t care about it somewhat difficult.
Sometimes there is value in it. And then you just read the people who said it’s very difficult. And the same way we did this here, you could go where it says character D. And you say I want to search from Zed to A. And it’s it also sort of everything else, right? So the person who filled a 643 character length is probably way more frustrated than the person who wrote 15. Right? So here, the person said, very difficult, building muscle make life easier. What am I supposed to do? This doesn’t give me any idea about content doesn’t give me any idea about voice of customer. But if I go here, you see here 643. Let’s read it. It has been almost 20 year. I know the body not only from being in the gym, but also from my profession. I’m a physical therapist, I eat right.
However, I never made it. To deliver I should be given the knowledge and time spent in the gym, my body tend to do its own thing gaining or losing fat, gaining more than losing my question I have is why after all of those year, a knowledge I have gotten thus far. What am I doing wrong? Right? So this is somebody who’s tried everything. And he doesn’t understand why his body is giving him more fat. And he’s been in the gym for 20 year. And it’s a waste of time for him. So yeah, this gives me so you could get a headline from it like have I’ve been to the gym for 20 year and I still lose fat.
I still gain fat and I don’t understand why right. Here is somebody who’s talking about food addiction, right? So now, instead of having a bland sale page, a bland email bland ad that you just talk about getting shaped build muscle, which is which everyone does. Now, you could have an email that is talking about food addiction and how do you fight food addiction. Or even if you want to use the voice of customer, you would say I have a food addiction.
I went vegan and slow carb and despite that I’m 60 pounds over my way and I and then you talk about the problem, the solution and so on. Quite literally I feel Last. So yeah, that’s how I’m here. Now I’m going to show you exam unless you have a question about the survey. Now I’m going to show you some example of emails. Let me close this one. So I don’t have 100 things often. So here and I know those email got a lot of sale, I basically it tripled or even multiply by four, his sales from ads.
sarah sal 30:37
I mean, ideally, it’s not always possible. But if you could do a survey on the client like you, because then you getting data from the people who are on the email list, right? Now, you could go to Reddit, you could go to discussion forum, you could go many ways to get the data. But the problem is somebody has an email list and maybe 90% of the people who are an email, let’s say, my problem is food addiction. And then you go to Reddit or discussion forum. And people say my problem is I’m getting old.
And as I’m getting older, I cannot lose weight, right? And maybe 90% of people that are on the client email list are 20 year old and they couldn’t give a fuck about being all right. So if you can do a survey, I would say do it. I mean, client, I mean, the client decide at the end of the day, right? It’s like, you cannot put a gun in the head of the client and force him but if you could do it, do it. So you see here, this actually okay, I slightly reworded it. So the person who get the image doesn’t like, Oh, my God, that’s me.
But I said, as I’m getting older, sorry, I’m losing my voice. I struggled to lose weight have been training, and dieting. For years, I tried everything with no luck. I feel I’m too old to lose weight. Then, the above struggle, I often hear from my subscriber. The truth is that life began at 40 and fitness too. I trained many people, including people in Hollywood, at age 44, Jack Hagman was in the best shape of his life. And I created a four week training dieting and supplement plan for him. Yes, yes, yes, he did train.
He didn’t really train hard Jackman, and you have a picture with him. And I’m now going to make this up. I mean, it’s an example. But let’s say the client did not train. How Jackman you could find other example, right? The principal I teach is still work. And then basically, okay, here are this start, I got people attention, right. Or basically, I told them, This is a problem you have, then. Either it’s attention, interest, the interest is like, no, no, no, you could be 14 You could get in shape and even Jack Hagman, I help.
And then I still create the desire, like who am I to have credibility, I say low testosterone make losing weight harder. It’s confirmed by an 11 year study published in the International Journal of philosophy. And if you look at my email and add style, I want to back thing I don’t want to make a claim for the sake of it. Because you could go to You Tube and you listen to 10 people, every 10 People contradict each other. So if I have statistic if I have medical studies that back what I’m saying, I want to use it so people would believe me.
You don’t want somebody to read and think oh my god, it’s just an opinion like No, no, no, no, no, no. There is an 11 year study proving that and then I say, as the assessor and go down, men start to gain fat. And then I say the good news, there are things you could do like high intensity exercise, another way to increase it is consuming Zeng is going to the sun and etc. And then call to action. You’re not alone. I’m here for you. You need a holistic approach that is everything from how what you can cannot eat recovery, optimization, motivation, etc. And I’m having 50 Free transformation session where you will get on the phone with me and get personalised advice.
Of course, the aim is to get people on the phone On, I recommend some programme the clients sell and make money. It’s not it’s nothing is charity for free. Now, if you remember, one of my slides, where I said, make one email for this one email for this one email for this. Now, you see I talked about the assessor and I said high intensity can help and zinc can help. Why? Because here the main topic is testosterone is not, I mean, if I’m not talking about low testosterone and how we can make it harder for people to lose weight, and easier to gain fat, then if I talk about high intensity, then it’s one email on the side. If I want to talk about zinc, it’s one mL of those side. The high intensity and zinc is like a sub topic of low testosterone.
So you could really well have an ad about seamoss. And inside seamoss, you say there is benefit one benefit tube and it’s three benefit for benefit five, because the main big idea in your ad is not benefit one, benefit two benefit four and five eighths. Why symbols is healthy. And here are the big ideas discuss their own right. So this is who I talk about. both Yeah, yeah. In this case, yeah. Divide email by problem. Yeah, divide email by problem. So I didn’t I mean, a second problem was about as I’m getting older, I cannot lose a no, no, no one was I’m getting older. The second one is I don’t have time a very busy, I did not write an email for that.
I did not have the time. But I should have done. Then let’s look at some of the Okay, let’s listen. Let’s look at a subject line, or headline and preview. I know there is a lot of formula out there. And whenever I read a PDF that is 20 page. Me I feel more lost, right? So I never start with the headline. I start by this here. And I see the headline job is just to get you to open. So basically, I start by writing all of this. And then I’m like what could I write that describe what’s in the email that would make people want to click for example here losing weight when you don’t have time? Or even let’s look at gut health. So here, okay, let me read the email. First, I’m saying could kimchi and fermented food.
Explain why there is more people with obesity in the United States compared to Korea. In Korea, only 4% of the population are obese and the United States is 36%. Korean eat a lot of fermented food while American diet is a lot of sugar and fat. According to June 2011, Nutrition Research Journal, obese patients showed significantly three decrease in body weight after eating kimchi for four week, right? And then okay, I go why. Kimchi and fermented food or gut health is important. So here you see there is like one Idea, two Idea, three Idea but the main idea is fermented food. Everything under it is still supporting the main ID. While here I talked about gut health. I didn’t talk about getting older not having time, sugar, and so on.
Anyway, and you see here, I just typed Gangnam Style because just curiosity and the second one why Korean are less fat. And then preview text is basically when you have an email, some email client like Gmail and so on might show you the first line or tool. And sometimes the first line or two might make sense if you have the whole email open, but the first line or two might not make sense. So here I put the preview text. And here, the preview text is the same as the first line. But sometimes the first line doesn’t make sense. So I put in an alternative preview text. Another example is around sugar.
sarah sal 39:45
So okay, according to New York Times best selling dog, author Dr. Mark Hyman. Today we consume 15 times more sugar than the year 1800 out of six 100 food product 80% have sugar and actually catch up have more sugar than Coca Cola. So if you have ketchup with your burger and fries, it’s like you ate six chocolate chips and cookie, etc. I’m talking about sugar. And if you look at the headline, I’m just there is a song where it says, Some people want to abuse you something like that. I don’t remember it. No sweet dream I made of these, some people want to abuse you. So basically, I played on it like sugar want to abuse your non sweet dream.
And near I basically said, you might as well sniff sugar because sugar is addictive. And if you notice, this is my first line of the email. But the preview text is different. Because if people just see this in the preview text, they might not care. While here. I said research on rats have found that sugar is more addictive than cocaine and an even catch. I was trying to tell you an addict, right? So in this case, I overrode the default preview text in the email client. Sure, sure.
Sure, yeah, you could have in one email. Actually, actually, we had an email about insomnia, right? So tn sleep. I mean, we’re basically we say sleep to get in shape. And then we say smartphone. If you use your smartphone for one hour before sleeping, you’re going to get worse quality of sleep. And because you get worse quality of sleep, you’re less likely to lose weight, right? This is like content rich email. I mean, when most people send an email, lose weight, lose weight, lose weight, get muscle get muscle Oh, my God, you didn’t open my next email.
Oh, my God, you go into regret it for the rest of your life? Because I’m five minute my discount gone? No, no, this is basically educating the client. And this those email, we’re only targeting men. I mean, or let’s put it that way. I think 99% of his clients are men, there are some women and he did not segment his email correctly. So when we had an email talking about testosterone, there is a client, she’s a woman that gets offended. It’s like, Why do you tell me to have more testosterone. So those email are only targeted at men. ,
And the ad copy, which is very similar to the email only targeted men. But the client didn’t properly segment his list based on men versus women. And some women got offended by some of the email. So email segmentation is really important. But I’m not an expert on email segmentation. So I’m not going to talk about because I’m not the best person to teach you that. Now, we showed you enough examples. Let’s go to here. Yes, absolutely. You would write to segments? No, no, no, ask as many questions as you want. I’m here to answer the question. Otherwise, I’m only talking to myself. I’m 100%. Yeah. Even I know people write email that help segment people.
So let’s say you join my email list, right? And I want to know who you are. So I might write an email. And I asked you to click Are you a freelancer? Are you a company owner? Are you an advertiser? Are you a copywriter, right? Because if you’re a business owner, you’re going to care more about how to grow your business and get more clients. If you’re a copywriter, you’re going to care about how to write better copy or how to find more clients that want better copy. If you’re an advertiser, you would care about how Facebook algorithm work, right? So if there is a copywriter that has zero interest in running ads, and I send him or her on an email, where I say, Hey, do you want to know how to better run Facebook ads learn about my strategy, the copywriter said I couldn’t care less about Facebook ads. So So segmenting is important?
Because then you’re not boring. The email list? Yeah. Yeah. So segmenting is really important. Now imagine, I want to sell you how to become a tour operator that bring people to volcano right. You see this image was it First thing that comes to your head is like, isn’t this dangerous, I’m going to go to a volcano and all that smoke, I’m going to inhale it, and then my lungs would be bad. Or even worse, maybe you’re not worried about the smog. But you’re worried about getting burned out. It’s like, hey, that would be a volcano eruption, and you’re getting burned.
And I could say, you know, what, the main volcano in the country only erupt once every 20 year. And it never erupt without some warning sign, it never happened that it erupted without one knowing that it will erupt within one week. So you’re going to be saved. As a matter of fact, for the last five years, every single day, there was 100,000. Tourists who visited volcano by name X and not a single one or one of them got injured, right. You don’t want to have your email as, in a way, become a volcano to guide, you might have an email sequence where you warm people up, or you change their perception where you create the desire is what we call email sequence. Another example. Let’s say this is somebody who’s cooking in nature.
So he goes to nature, he make pasta, he harvest some mushroom, he boil the pasta, the water and etc. And let’s say I want to convince you to buy my course on how to do that. Because I would say, the our pasture restaurants, where today, you could bypass there for $5. But if you go to a hike in the middle of the forest, for one hour, people will pay $100 for that experience. And your brain might have an objection to say yes, but I showed you $100. But I walked through the forest for one hour. And after eating, I’m walking back for one hour.
And that’s when I convinced so yes, but you never cook for one person actually there is my student, Mike had 10 person that’s like $1,000. And you might say that a good restaurant, a good location selling pastor for $5 might make more than that. But the restaurant need to hire employee you need to pay taxes on the employee, the rent is $20,000 per month. And here you don’t have employer you don’t have rent. So so when you make the calculation, you’re actually finding you’re making more money when you take all the costs into account.
And no, I show you an example. Those are email I did not write but I have a swipe file of email. And this is for one of my clients, or old clients. And he’s somebody who sell a course on how to make money online by teaching people English, right? So he didn’t just send you an email, I said, Hey, it’s your chance to become an English teacher online, click here to buy my course. No, he sent multiple email and you see here is that one in there is like seven email in total. Eight, nine email, right? So first one, here is your guy, nothing else, right.
Second one, he talks something about his book, he’s talking Why is there a lot of demand for English teaching? Because there is somebody basically is he put a statistic from the British Council that there are 2 billion people who are learning English right now. And he say the type of people who are learning so basically you try to convince you that there is a demand.
Because you can tell people learn a become an English teacher, if you’re not convinced that there is a demand. It’s not going to work right? Then he talked about who he is, because just because I want to buy a product, it doesn’t mean I want to buy it from you. So he say, This is why I have credibility. The BBC, for example, and the Independent newspaper interviewed me. Then let’s see the next email. I mean, here it’s not really important to understand each email but like talking about a general theme.
sarah sal 49:38
Okay, so here email here is four of my students who used to have a job they hated. And now instead of doing that job, they work from home. Teaching English and for example, here is Shanti. She worked in finance for 20 years. She was She she got fired from her job three times. And then she didn’t want to go back and finance and now she teach English here is Christina here is Cara and here is your net and here is the story of each one of them and here is it is to honour people left me right.
Or you could even listen to a podcast on the topic here again a second email like hey, this is an email Helen Brooke sent me who she is one of my students and here is what her life look like right? Here is okay, how much you’re going to earn. And okay. Always think about the competition because if you want to teach English people will get what is called key EFL. And if they get T FL they could go and teach English in Korea and Dubai in China and etc.
And people who consider buying his course like why would I buy the TEFL into the few and what is telling them you don’t need to buy it because it’s no guarantee for job it’s expensive fee and there is a better way actually you could find client online and teach them online because instead of going to a school in Korea and convincing been among 1000 people who send you the resume to the same school you could directly work with the end client and the end client is not going to ask for your T f L so basically is answering people objection or telling him why should you consider me instead of the competition and then at some point yeah here basically saying why should you learn language using story and hey BBC were in my living room interview me is okay, creating credibility right. And at some point, invite people to a webinar. So basically, you see a theme like who I am. Why should you consider teaching English here are a few of my students. Here is why the alternative to my course is not always better why my course is better because some people to buy something they need multiple touchpoints sometime one single email is not enough. Sometimes they need to get 678 email that basically slowly persuade them to want to buy a course or a product. Any questions so far?
sarah sal 53:06
Okay, glad you like it. So basically, I was going to do is pretend I’m writing an email using the How can I put it the AIDA framework for seamoss and then using the PAS (problem-agitation-solution) for other seamoss or anti depression product but now we already spent one hour and in fact two minutes I cannot write an email. So for the next class, I’m going to write an email live and at the end of the class I’m going to give you a homework some email to write and then afterwards it’s going to be the landing page sale page on so on.
sarah sal 54:06
Sometimes I do sometimes I do. I mean, basically, if you see the personal trainers email, I just consumed content right? And I’m not saying I’m doing it the best because a sequence have a theme like who am I why you should believe me, here are the results here why there are alternatives and the email I’ve showed you here. All of them have a call to action. There isn’t a single email without a call to action selling something and that’s not necessarily the best thing.
So some people will say have five email where you’re not selling anything than one email or selling something than five email. We’re not selling anything or five email where you’re changing people persuasion. So the email I show you here is how to write email based on survey how to use storytelling. I mean storytelling again, I’m glad I mentioned that. Because if you look here, I mean story make people read, like why do Italian eat pasta remain thin.
There is a doctor called Tim Spector if he eat croissant, his blood sugar spike, but his wife was French doesn’t spike, there is a story make people read. I should myself do a better job with email, like having an onboarding sequence indicating people changing their misconception answering their question, and then going for the sale. So do how I teach you don’t do how I do. And personally, I don’t do a lot of email. Most of what I do is advertisement managing ad.
But sometime, all the research I do for understanding the topic for understanding the ad. I ended up writing email but increased sales. Because once I have the content once I did the market reshares I might as well do email, but I’m not an email expert. Most of what I do is not email. Yeah, there is no ad email yet. That’s for next week. So here there is no aida email. The reason I put this one here is because I was going to open a white page, Google Doc, I’m trying to write an email from scratch.
And I didn’t have the time I assumed maybe have a slide and so on might take 20 minutes, and then I have 30 minutes to write an email, and I did not so Oh, okay, this is the slide. But yeah, next week, I’m going to give myself a homework. Email should have to educating and having an offer, right? Because if you only start with a specific offer, it’s not. I mean, okay, let’s put it that way. Imagine you have a client and the client every week send to email and been sending email for the last year.
And now you could come and just write an email sending a specific offer for a product launch or a webinar or a sale. This totally work right. Now imagine you have a client that has a new product, new course new whatever, there is zero emails sent because he’s running and building the email list. And now your email need to sell something, then that email should do both having an offer and educating at the same time. And this is why I showed you that example. Because that example, it’s we were spending money on an ad and I think maybe he got like 2000 people on his email list. And we needed to educate them, because if we didn’t educate them, he would not have gotten the sale.
Okay. How do you come up with an email sequence? You basically ask? Okay, number one, people need to know who they’re getting the email from, right? So your client has a story, that story create credibility that clients have clients who need to talk about the result? People have common question about a product or service, you need to answer those people might consider the competition, so you need to be clear why me instead of the other. And then as you do your research, you just come up with your content.
If you remember the survey, we had many problem like not having time being all being gone to the gym for 20 year. All of those are things that you could put in a sequence. And actually, what I showed you did go to a sequence that did really well. Now every email has a call to action. And I think sometimes it’s better not to always have a call to action, because people don’t want to feel that like nonstop. You’re selling to them. Yeah, email funnel, nearly nearly nearly nearly.
So. Email funnel and sequences. Yes, kind of the same thing, but an email funnel. Also you think about what happened after somebody clicked on the email, because somebody might click on the email, and they might go to a webinar. So now you need to think what’s the webinar? What’s the content of the webinar?
What are you going to put on the webinar? Sale pages, an email sequence at some point might promote a sale page. But if you’re doing a funnel, now you also need to think about the sale pages. So so it’s nearly the same thing. But if you’re talking about a funnel, now you’re thinking about everything you’re doing outside of the funnel, including the landing page on sale page and so on. Right. Okay, any last question? Do I just finished recording and I upload the video online like two minutes okay seemed like there is no more questions so I would see you next week. Okay. Take care everyone
