What Types of E-Mails Should I Send?

The Importance of the Human Element

In this lesson, we want to cover the content of our e-mails.  But before I get into the details, it’s important to provide a little framework.

Sending e-mails to your list, is another form of human interaction.  

I have purposely italicized “human” because sometimes we get so focused on the psychology of e-mails, or the best subject lines, or click-through-rates, that we lose sight of what’s most important in this exchange…

There is a human being on the receiving end of your e-mail.  Not a number, not a sale, but a real person.

What does this mean?  How does this affect your e-mails?

  1. You must be personal and relatable in your communication. People buy from people and the more human you sound vs. like a cheesy marketer, the better you will be (I know, I know, I’m begin quite hard on cheesy marketers, but they did it to themselves with their tactics.)
  2. You must express genuine concern for people. This will come across in your e-mails.  This is one reason I’m not a big fan of e-mail swipes.  I understand why we have them, but at some point you’ve got to take control of exactly what and how you want to speak to your list.
  3. People should be served not sold to – I know this sounds hokey and religious and what’s this all got to do with making money, but trust me, this is what’s going to separate you from the other 800 marketers who just want a sale.  We express our genuine humanity and love for other people when we put their interests before ours.

Types of E-Mails To Send

I’m going to give you the types of e-mails that I include in my autoresponder, which I have gathered over the years from being on different lists.

If you want to get an incredible education in this area, then I would suggest Ryan Deiss’ “Invisible Selling Machine.”  It is packed with actionable campaigns for different types of promotions. More importantly though, you’ll get a sense for the types of e-mails you should be sending.

PRO TIP – If you want to take your knowledge even higher, I would suggest you jump on a few people’s e-mail sequence.  This can be someone you admire who is doing well.  Then, notice the types of e-mails they send and model your campaigns after theirs.

These are the five basic types of e-mails that I send (you can see a sample of each one here):

  1. Branding – These are e-mails that introduce  or talk about who I am, what I’m about, my brand, and what the business opportunity is about.
  2. Mindset – These e-mails are more motivational / philosophical in nature.  They are meant to stimulate thought and change people’s paradigms so they can better succeed.
  3. Educational – These e-mails make prospects aware of the different features and benefits of the 4PG. These can include explanations of the multiple streams of income, advantages of premium membership, the Tecademics line, compensation plan, types of funnels, etc.  These are especially useful if you are asking someone to transition from checking out the business opportunity to joining a premium membership.
  4. Training – These e-mails provide training on different facets of the 4PG opportunity.  I regularly create my own training videos that talk about the basics of funnels, Bing Ads case study, using a link tracker, Facebook ads, etc.  I also make sure to pass along any of Vick’s special trainings.
  5. Other Affiliate Offers – There are many great products on the market that help digital marketers of any stripe learn something new or make some aspect of their business work better.  From time to time, I will send along these offers to my list.  Here, I’m careful to recommend only products I absolutely love or use myself and more importantly, products that will help my list grow their business.

Typical Campaign

Here is a campaign I send to those who are free members of the 4 Percent Group. (Note: I know this funnel will be phased out, but I the ideas are still the same regardless of funnels):

  1. Day 1 – Welcome e-mail, instructions for 7 Steps, next steps and offer to help
  2. Day 2 – Training – 7 Steps Intro (PDF) in case they have not watched the Intro video
  3. Day 3 – Training – 7 Steps – Step 1 (PDF) in case they have not watched the video
  4. Day 4 – Training – Invitation to my 4PG Resource Center that contains tips and training
  5. Day 6 – Training – Basics of the 4PG free funnel
  6. Day 7 – Offer – Russell Bronson’s “Expert Secrets” book
  7. Day 9 – Mindset – Do you know your big why? Why are you in business?
  8. Day 10 – Training / Mindset – 7 Steps Intro (PDF) – The 4PG system will make you $0 if you don’t take action
  9. Day 11 – Mindset – Secret to success – It’s not methods but determination to succeed
  10. Day 12 – Training – Bing Ads case study
  11. Day 14 – Features – Multiple streams of income (if you become a premium member)
  12. Day 15 – Branding / Training – Would you like a free coaching session?
  13. Day 16 – Features – You own a hardware store that sells picks and shovels – Multiple streams of income for premium members
  14. Day 18 – Mindset – Vaynerchuk challenge on flipping unused items in your house on E-bay to fund your business
  15. Day 19 – Features – What is the Tec Mastermind funnel (for premium members)?
  16. Day 20 – Mindset – Chris Record’s advice on having success with your Internet business
  17. Day 22 – Branding / Training – Do you need my help? Offer to have a Skype call to talk through the business
  18. Day 23 – Offer – Recommendation of book “Rich Dad / Poor Dad” to think about money in a different way
  19. Day 24 – Offer – Livecaster Elite – Software that allows you to use a pre-recorded video to broadcast on Facebook and Youtube Live

Conclusion

So there you have it.  These are the types of e-mails that will give variety and value to your list.

Finally, if you want to share some love (and you don’t have a sponsor), consider creating your Autoresponder account through this Getresponse link.

Here’s to your success!