The Million Dollar Email Marketing Blueprint€¦ · The Million Dollar Email Marketing Blueprint 8 Sell Now that you have a growing database of contacts who are engaged and reading

The Million Dollar Email Marketing Blueprint

The Million Dollar Email Marketing Blueprint 2

The Million Dollar Email Marketing BlueprintAuthor: Sandis Viksna

Copyright © 1999 - 2018 MoreNiche

www.moreniche.com Free digital version available at MoreNiche.com

The table of contents on the following page contains linksthat will direct you to the related pages.To quickly return to the table of contents, click on the ‘ ’ symbol in the bottom left corner of each page.

https://moreniche.com


ContentsThe Million Dollar Email Marketing Blueprint 2Introduction 5-8 Build 7 Maintain 7 Sell 8 Summary 8Build 9-35 How to Build a Profitable Subscriber List 10-22 Offer Your Subscribers Value 10 Nobody Wants to Sign Up to Your Newsletter! 11-12 What Happens Next 13 Your Signup Forms Matter 14-15 What Makes a Successful Signup (Opt-In) Form? 14 The Headline 14 Bad Headline 14 Better Headline 14 Even Better Headline (offer) 14-15 The Offer and Benefits 16-17 Call to Action 17-18 How to Ask for the Opt-In 18 So Where Do We Get Subscribers? 18-22 Useful email capture tools to check out 22 Sites we’ve used in this section 22 How to Deliver Your Lead Magnet? 23-30 Your “Thank You” Page 23-24 Delivering Your Lead Magnet 25-29 What If They Didn’t Open Your First Email? 29-30 Email Campaigns 30-32 Welcome Campaign 31-32 Educational Campaign 32 Segmenting 32-34 Lead Magnet 32-33 Clicks 33 Quizzes 33-34 Tips for Initial Email Series 34 Summary 34-35


Contents (continued)Maintain 36-37 How to Put Your Email Lists on Autopilot 37 Outsourcing 37 Automation 37 Building Content for Blogs and Email 38 Subject Lines 39-40 Top Lists of Subject Lines 40Summary 40Sell 41-44 Subscribers - Sales! 42 Seasonal Campaigns 42-43 Flash Sales 43 Ready, Steady, Go 43-44Advanced & Other 45-52 Split Tests 46 Click Tricks 46-47 Content Tricks 48-49 Storytelling 48 Open Loops 48 P.S. 49 Social Tricks 49-50 Gain, Logic, Fear Campaign 50-51 Reactivation Campaign 51 Quizzes 52GDPR (General Data Protection Regulation) 53-54 GDPR 54FREE Pre-Built Content 55-57 Download Your Free Pre-Built Content 56-57 Free Bodybuilding Pre-Built Content 56 Free Weight Loss Pre-Built Content 56

Introduction


In this blueprint you will learn everything you need to know to scale your business and increase sales with little ongoing work.

My name is Sandis Viksna and I have generated millions of dollars per year through email marketing. In this blueprint I will give you all the tips and tricks I have learned and tested over many years. If you implement all the advice in this blueprint you will generate large volumes of sales on autopilot.

This blueprint is based on a partnership with MoreNiche, allowing you to leverage their email campaigns and discounts to maximise value from your email lists. The model was designed by MoreNiche founder Andrew Slack and has three simple steps: Build, Maintain, and Sell.

I will touch on these quickly before diving into the detail below.

$$$

BUILD MAINTAIN SELL

3-Step Email Model


BuildThe build phase of this blueprint will teach you how to build your email database. This is the most important element and the most time-consuming, but the good news is that it only needs to be done once. It is absolutely critical that you build strong foundations. This will enable you to maximise your sales further down the line.

Building a large, engaged email database will add serious value to your business. If you ever wish to sell your website or brand, having a large email database could easily double or triple its value.

MoreNiche will provide you with a pre-built lead magnet and follow-up series as part of this blueprint

MaintainMaintaining your asset is a very important aspect of email marketing. You need to keep your audience engaged and receptive to your emails.

However, as an active blogger and affiliate marketer, this should be super-easy. You should already be producing lots of exciting content for your website. You can simply send a weekly or fortnightly email digest of all the new content you have added.

This will (a) keep your contacts engaged, (b) increase repeat visitors to your blog, a great SEO signal to Google, and (c) ensure maximum value from your new content.

This task can easily be automated or outsourced, meaning no additional ongoing work for you.


SellNow that you have a growing database of contacts who are engaged and reading your emails, you can periodically send promotions and offers.

This is the best part—MoreNiche will give you seasonal content to send to your subscribers. It will mirror the brand’s seasonal promotions onsite and maximise conversions.

Normally these seasonal campaigns include a series of emails designed to maximise return from the subscribers. You will be given all the emails to schedule at once and, with minimum time required, you could make thousands of sales. Once more, this step can easily be outsourced as all the content will be provided.

SummaryUsing the Build, Maintain, and Sell method, fully explained below, you can easily automate all your email marketing funnels and promotions, leading to a huge increase in sales and profit. Everything you need to finally crack email marketing and build a huge valuable asset is waiting for you in this blueprint.

Build


How to Build a Profitable Subscriber ListEveryone is talking about money being in the list and the thing is, they’re right. There’s a lot of money to be made from a well-built and nurtured email list. However, in order to make money from the list you have to build one - and all lists start with getting people to opt in to them.

Offer Your Subscribers ValueThe first and most important step is strategy. You need to understand who your visitors are and why they would want to sign up to your “newsletter”.

Signing up to a newsletter is very similar to making a small purchase. It has to be an exchange of value. In other words, for someone to sign up to your email list, they need to know it’s going to be worth their while doing so.

See, on the internet, a person’s email address is like virtual currency. If they sign up, they will need to spend their precious time filtering your emails, reading them, and perhaps being interrupted in other things they’re doing because of them.

The bottom line is that time = money.

So be smart and offer your subscribers value that is worth their time.

The other main commodity in the online world is attention. It is in short supply and very valuable. Do you have something to say that is worth your readers’ attention and time? If you bore them, they will leave.

So if you do have good stuff—which you should—be direct and cut to the chase. Don’t make them guess. Tell them what it is you have for them.

Because …


Nobody Wants to Sign Up for Your Newsletter!

See, a “newsletter” is probably the most boring thing you can offer when trying to get somebody to sign up to your email list. To most people, a newsletter = spam.

There is, however, a simple solution. It’s called a lead magnet.

This is something of value (re-read the section above if you’ve already forgotten why you need to offer something of value) that your visitor will want so badly that they’ll be willing to give their name and email address to get it.

A typical lead magnet is something like an ebook, cheat sheet, training video, report, podcast, guide, software trial, or membership access that is easy to consume again and again, and which (this is incredibly important so I’m going to keep saying it) holds huge value to your visitors.

However, don’t assume that “value” means something big. At this important stage, you need to offer an easy-to-consume lead magnet, not something that is huge and will take days or weeks to use or understand. The more complex it is, the less likely your customers are to actually use it.

So don’t offer them a 387-page ebook or an hour-and-a-half-long welcome video. It has to be short and sweet. This way you can keep their attention and also segment your visitors better.

You also need to be super-specific. Don’t be generic. Generic = bad.

In two words: short and specific.

For example, instead of a massive long book no one is ever going to read—“350-page Guide to Bodybuilding”—offer something a lot easier to consume and with clear value, such as “7 Life Hacks to Add Inches to Your Biceps in 6 Weeks”.

This ticks all the boxes. It’s short, it offers a clear benefit (add inches to your biceps), and—bonus—it sets a time frame in which it can be done. Excellent!


“7 life hacks that reveal how to add inches to your biceps in 6 weeks when you subscribe to our newsletter!”

This now states clearly that the requester of the life hacks is going to “subscribe to newsletter”. While this might have some negative effect on subscriber rates, the people who do subscribe will now be a lot higher quality and less likely to report your emails as spam.

Additionally, depending on what software you use, you can play with this visually to put an emphasis on the lead magnet and reduce the “bad” part about the newsletter, for example:

7 Life Hacks reveal

how to add inches to your biceps in 6 weeks

when you subscribe to our newsletter!

This way you emphasise the offer yet remain transparent about the newsletter.


What Happens Next?

What happens now is that people who are interested in training their biceps are most likely to sign up. This way they have told you what they are interested in and have pre-qualified themselves. Plus now they know that there is also a newsletter involved.

This is where the real magic happens.

Now you know exactly what they want!

Now you can tailor your content (excuse me, the “newsletter”) towards their specific problem.

In fact, what you have is no longer a “newsletter”. It is a highly targeted list.

Now you can provide content on the topic of training biceps and you know your subscribers will love it!

Sticking with the biceps training, here are a few more ideas you could use for your emails:

• How to correctly measure your biceps• Best products for large biceps• Best training methods for biceps• Arnie’s pumping exercises• Strength exercises for biceps• The most common bicep training mistakes

This should get your ideas flowing! Make sure to check out the Subject Line section for even more ideas.


Your Signup Forms MatterHow to optimize your signup forms.

What Makes a Successful Signup (Opt-In) Form?

A successful signup form consists of three main elements:

• Headline• Detailed offer and benefits• Call to action.

The Headline

The headline is one of the most important elements of your opt-in form as it serves a double function—catching your visitors’ attention and communicating the benefits of signing up.

Bad headline: “Join our free newsletter”

This is very unspecific and gives the visitor no information or benefits. The chances of them signing up based on this headline is pretty low.

Better headline: “Join ABC’s weekly fitness tips”

This is slightly better as it discloses what the subscriber can expect (fitness tips) and also the frequency with which they can expect to receive these tips (weekly). This sets the expectations of what will come.

Even better headline (offer): “7 life hacks to add inches to your biceps in 6 weeks”

This is a game changer now. Instead of promising a newsletter (i.e. lots of emails they don’t really need), you are now offering your subscribers something specific and instant. With a headline like this, they know exactly what they will be getting.


Make sure you include something like “when you subscribe to our newsletter” as part of your offer to keep your subscription rates high.

Right now, all they see is a report that can help with their biceps training. If they want it, they can enter their name and email address and get instant access. No guessing.

You are probably wondering what difference this can make.

Here’s a test performed on the BettingExpert site (they changed the title and also the call to action, but we’ll get to that in a moment). This title change is similar to the first two headline examples above—a generic newsletter versus a specific benefit/value.

As you can see, the headline change was pretty small but it now tells the subscriber exactly what will be provided—“Free betting tips”. There’s also no mention of the boring word “newsletter”. Additionally, they changed the green button copy to match the offering: “Sign up & Get the Best Daily Tips”. They even included the frequency—“daily tips”—to set up the subscribers’ expectations.

Click here to view a detailed case study of the test: https://beemdigital.com/case-study-31-54-more-conversions-signup-form-copy/

https://beemdigital.com/case-study-31-54-more-conversions-signup-form-copy/

https://beemdigital.com/case-study-31-54-more-conversions-signup-form-copy/


The Offer and Benefits

If you have a bigger or more generic site, you might be limited as to what you can say in your title and you might need to highlight a range of benefits to appeal to multiple visitors.

This is where bullet points (usually between three and five) can come in handy.

The three points in the example below explain that the subscriber will get case studies and test results as well as videos, articles, and podcasts. As a result, the content appeals to three different types of consumers. For example, if you place it on your bodybuilding-related site, your visitors will assume it is about bodybuilding.

If we apply this to a bodybuilding example, we could make something similar, like this:

“Muscle-building guide for beginners”

• Exercise program for maximum muscle gains• Diets and recipes for huge growth and energy• Top supplement hacks to double your results


So while the title is more generic when targeting beginners, now the offer appeals to people with three different interests—programs, nutrition, and supplementation.

Call to Action

The third pillar of the successful signup form is the call to action (or the “submit” button).

However, using a default button which simply says “submit” is bad.

The button, or CTA, should help to confirm the offer headline and the benefits, making clicking that button the next logical step for the subscriber.

If we go back to the BettingExpert case study, you can clearly see that the button copy on the right matches the headline promising the betting tips:


Here are a few examples of strong call to action buttons:

• For a training guide: “Send me my FREE training guide”• For a detox plan: “Get my 1 week detox plan now!”• For a video: “Get instant access to videos now”• For a webinar “Reserve my seat now” As you can see, there’s no default “submit” message anywhere.

How to Ask for the Opt-InOkay, so you’ve created your lead magnet ebook or report and you’ve crafted your opt-in form headline, bullets, and call to action button. Now it’s time to get some subscribers!


So Where Do We Get Subscribers?

The answer is hiding in the context. Every page could be the source.

For example, if your main page sells your product, then perhaps you don’t want to distract your visitor with a popup. But you could consider having an exit popup in case they decide to leave the page.

With generic articles and blog posts you can be more aggressive and place your email capture in several places, such as in the sidebar, at the end of an article, in-text, as an exit popup, or even a mixture of all these.


Here’s a sidebar example asking for an opt-in in exchange for a free course:

People have developed banner blindness and often miss the opt-in form as they get carried away reading the actual content.

To overcome this, you can offer in-context offers such as this:


By clicking on the download link a Lead Box will pop up, like this:

This way, without taking up too much space, you can present your lead magnet offer to people who are reading the actual relevant content. It is normally advisable to use some sort of background color to make it stand out from the rest of the text.

This also allows you to easily vary your offers if you have several lead magnets, and also to put them in the most relevant places and in the right context.

Here’s an exit popup example for when someone tries to leave a blog (it covers the entire page):


While to some extent it may seem annoying, it also means it got your attention. If you are interested in generating traffic, like the majority of this blog’s readers, then learning how someone got 100,000 monthly visitors is of great interest. This way you can capture a further percentage of visitors who would otherwise leave, possibly forever.

There is also a new, more aggressive popup which activates upon visiting the site. This example is from a popular SEO blog, so the offer is relevant to the visitors. The difference here is that they offer the option of saying “no” to the opt-in, which takes the visitor deeper into the page.

This could put many people off as it is very colorful and takes over the entire page before you have even read any content, yet the opt-in offer has a 100% exposure rate to all visitors, which is as good as it gets. It’s ideal for paid traffic campaigns, but you might want to check the SEO aspects of this aggressive approach. Google recently set new rules, so if you rely on SEO traffic, then this might be a higher-risk tactic.

Keep in mind that you always want to test and make sure that your offer is relevant to your audience. If it won’t appeal to the majority of your visitors then you’d be better off sticking with the other email capture tactics.


Here’s another popular tactic—an opt-in offer at the end of an article or blog post:

While this could be improved in many ways, you can see still how the copy connects with the reader’s previous action (reading this particular article) and then invites them to continue—in this case by signing up for the blog updates. Also it mentions “subscribe”, so the message is transparent.

If you write a post about weight training, it could contain a lead magnet showing your visitors how to do XYZ within that context, or maybe offering access to some training videos exclusively for subscribers to further explore the topic.

Useful email capture tools to check out:

• leadpages.net• optimonk.com• optinmonster.com

Sites we’ve used in this section:

• quicksprout.com/blog/• matthewwoodward.co.uk• vwo.com/blog/ These are all great resources for traffic and optimisation too, not for just looking at email captures.


How to Deliver Your Lead Magnet?You did it! You managed to find the right combination of lead magnet, placement, messaging, buttons, and all the other bits. The subscriber has clicked that button and data is sent to your email platform to receive the promised lead magnet. What’s next?


Your “Thank You” PageAfter someone submits their details, most platforms show a standard confirmation message.

The only good thing about this is that you don’t need to do anything—it just works.

The bad thing is that your visitor just went from your “Best Training Tips” page to a third-party site that is totally out of context and which, in a way, leads them to a dead end.

That’s why it is important to configure a custom “thank you” page of your own.

This page should say something like:

“Thank you for requesting your 7 life hack muscle-building report!

“Your report is on its way to you … give it ten minutes to arrive. If you still do not see it in your inbox, make sure you check your spam/junk folder as it could be caught in there.”


Then you can add content like:

• An introduction and what your subscriber should expect in the coming days/weeks. For example, tell them that over the next ten days they will receive five extra lessons on XYZ that will teach them ABC and more. Set their expectations and give them a reason to look forward to your next emails by demonstrating the benefits. As I said before, nobody cares about a newsletter, but if you have specific value you can give, then it’s game on.

• You could shoot a short welcome video explaining who you are and how you want to help your subscriber achieve XYZ. Perhaps you are a nutritionist, personal trainer, or a medical school student who is doing crazy research and you’ve discovered some tricks you want to share. Use this chance to feature top products. For example, if you gave your subscriber a free muscle-building report, you could feature CrazyBulk products as an excellent add-on to double the results they would get compared with just following the report.

• Consider a quick FAQ if the topic is complicated or there’s a special way of handling the lead magnet (e.g. the need to install special software).

• You could post links to the most popular content on your site. These are usually how-to articles or videos. You can get this information from your website analytics.

• Don’t forget to instruct your subscribers to add your email address to their safe list. There are different rules for different providers so that alone can take a full page. If you’re tech-savvy you can write scripts based on the subscriber’s email address; for example, you could detect the gmail in [email protected] and only show instructions for Gmail, or if it’s a hotmail.com email address then show instructions for Hotmail.

Don’t go too crazy—one or two of these will be enough.


Delivering Your Lead MagnetAs I mentioned earlier, the lead magnet should be delivered to the subscriber’s email address.

This serves two purposes. First, it enables you to display a “thank you” page where you set up expectations and provide details of future communication instead of simply giving the lead magnet.

Second, it means that the email address your subscriber provides is very likely to be valid. If it isn’t, the “thank you” page with a message saying that the lead magnet will be sent via email might make some people go back and enter the correct email address if they didn’t before. Great little trick, right?

With this out of the way, now onto the delivery of the email (or so you thought!).

First you have to get these two elements right:

• sender (or “from” field)• subject line.

The sender is the name or title of the “persona” that will be building the relationship via email. If you are famous then simply having your name, e.g. Michael Jackson, should be fine. Chances are, though, you are not there yet. So you have a few options:

1. Use a first name together with your site or company name; for example, Jim—GymStuff, or Paul—MuscleCorner.

2. Use just your company or website name; for example, LiftingMadness, MensHealth, or GymPals.

3. Or you could start to build your own brand, such as Dr. Axe, DJ KUKU, or Coach Jimmy. This option is more applicable to professionals.


You have to think about what is easy to remember. Also, don’t use “DJ KUKU” for your flower-growing website. It would make little sense; people expect “DJ” to be related to music and “Dr.” to health. Context is important.

So even if you haven’t received anything from DJ KUKU for a long time, you can still guess that it has something to do with music—perhaps a course on making your own beats or mixes. If this still interests you, chances are you will open the email.

The subject line is a short and targeted description of what’s to come in the actual email.

A good subject line can make all the difference. This is the most important factor determining whether your emails will get open and read. Don’t be boring!

So for a lead magnet, don’t use subject lines like these, which are too generic:

• Welcome to the newsletter• Thank you for subscribing• Here’s what you requested Instead, give them what you promised—your lead magnet:

• Your 7-day training guide is ready (open now)• Your first guitar lesson has arrived (it’s easy)• Report: How to learn to breakdance in 72 hours or less These subject lines are far better and more specific. Also, the first two focus on the subscriber by using the word “you”, making them even more attractive.

Another trick to consider is using personalisation. People sign up to many things these days and it can be hard to tell good from bad. Having a personalised subject line makes it easier to recognise the sender as a “friend” rather than a spammer simply due to the fact that he or she knows your name.


If we take one of the previous examples and your name is Jim, compare:

• Your 7-day training guide is ready (open now) with

• Jim, your 7-day training guide is ready (open now). In nine out of ten cases the personalised one will trigger a better response (occasionally it can work the opposite way, but that’s rare). This is especially important if it takes a bit longer to deliver the email and the sender’s name didn’t stay in the subscriber’s mind due to weak branding or a short visit to the website.

We also recommend that you do some research into “effective subject lines” or “subject line examples” and tap into the thousands of available case studies with a range of ideas from different industries.

So, what’s next?

Ah, right, your email with the lead magnet …

As with any email, make sure to greet the subscriber. If it’s a casual email then a simple “Hi, Jim” will work just fine.

Then quickly remind them that they requested such-and-such a lead magnet and provide a link for them to click to download or view it.

That’s right—a link.

Gone are the days when you would send a 3 mb PDF report or video file as an attachment. Simply upload it to your host and people can download it from there. This approach improves delivery rates and means that you’re not clogging email servers with tons of data files.

After that, provide another quick reminder of who you are and what the subscriber can expect in the coming days.


For example:

• You will get five nutritious breakfast recipes—one each week—in your email.

• Besides your “training guide” you will also get various tips and inspirational advice to keep you on track.

• Your first conversion optimisation lesson will be delivered to you in two days. Make sure you don’t miss it!

All of these create a mindset that they will be receiving more useful emails from you, not just this one report. A few people may dislike this, but the majority will be on board with it—as long as you keep your promise and deliver value.

At the end of the email, thank your subscriber once again and suggest that they get in touch if they have any questions, etc. The majority won’t, but the few who do could provide you with incredible insights into their way of thinking. You can use their problems and challenges to fine tune your messages and offers.

Finally, sign off and state that you will speak to them in X days (or whenever your next email is planned).

Your name should match the sender’s details to cement the recognition in your subscribers’ minds.

Another trick you can use is to tell them exactly what you will send them and when. For example, “In 2–3 days I will send you my second ebook explaining exactly how you can cut 10 lbs and make your abs visible—even


if you’ve never trained them before. So keep an eye out for that (the subject will be: Report: easy abs in 10 days)”.

This should hook them if they’re passionate about abs. How do you know if they are? Well, by speaking to and engaging with your subscribers, just like we mentioned before!

Another trick you could consider is a “P.S.” after you’ve signed off. The “P.S.” is often one of the most-read sections of the email. It could contain a quick summary or a promise of future content, or even something more interesting like:

P.S. Congratulations! You just found the secret link to an additional “bonus” video/report on XYZ. Click here to claim it!

This kind of approach makes the subscriber feel more special, smarter, and better, which should encourage them to follow you even more in the future. Of course, the extra piece of content has to be great quality.

What If They Didn’t Open Your First Email?Sometimes this can happen. It’s probably caused by something simple like losing internet connection, not knowing the email password on the mobile phone, or the dog with dirty paws jumping on the new sofa.

So here’s a potential solution depending on the platform you’re using.

While it varies from platform to platform, many of them even allow you to see who clicked on specific links in an email. You can then use this list to move on to a different part of the campaign, and send a reminder email to the people who didn’t open the email or click on the download link. We advise that you do this after one day.

For simpler platforms where the work is done manually, it’s okay to check this once a week. More advanced tools like Ontraport and Infusionsoft allow


you to automate this. For example, this is the lead magnet delivery process in Infusionsoft:

What you don’t see in this screenshot is another setting that “states” the

moment a subscriber clicks on a download link, it removes him or her from this email sequence, and moves them on to the next step (whatever that might be in your case).

This means, for example, that if they didn’t take action from your first email, they will receive a reminder email after one day. If they click the link on the reminder email, they don’t receive any more reminders, otherwise they will get a final reminder. This way you can achieve an extra 20–30% of opens of your lead magnet emails.

Imagine you’ve crafted a really great ebook that will make all the difference to your subscribers (and your sales). Wouldn’t it be shame if they simply didn’t get it?

Keep in mind that each email should have a different subject line in order to maximise their chances of being opened.

Email CampaignsGreat—somebody requested a lead magnet and signed up to your list. Well done! Now let’s look what we can do next in the process of building a profitable subscriber list to ensure that both experience and profits are there.



If you would like to build your own lead magnet and follow-up series then we recommend either a welcome campaign or an educational campaign. There are some other campaign types and ideas in the Advanced section of this blueprint.

Welcome CampaignA welcome campaign is a one-time campaign that starts when the subscriber signs up.

As you grow more advanced offers and multiple lead magnets and entry points, you will need to keep tabs on these. You can use software like Activecampaign to tag which subscribers have and haven’t been through a campaign.

A welcome campaign is a simple one- to three-email campaign where you introduce yourself and your mission and put forward some of your best content. This could be your top five articles, your most-viewed videos, etc.—something you know people will love. Leave one or two days between emails.

The welcome campaign can be run in parallel with the lead magnet delivery or after the lead magnet has been consumed.


It is usually kept to one email if a specific lead magnet is required, but you can send more emails if they have joined via a more general “subscription”.

Educational CampaignThis works hand in hand with the lead magnet. For example, if someone has opted in to a “getting shredded” type lead magnet, then it seems natural to follow up with three to seven emails digging more deeply into the topic and looking at different angles. This is usually a specific series based on the lead magnet.

It could take place over a relatively short time period with an email every one or two days.

SegmentingBelow are a couple basic principles you can use to segment your visitors.

Lead MagnetThis is easiest if you have more than one lead magnet. For example, if some people have opted in to “7 low-calorie recipes” and another group of people have opted in to “Exercises for losing weight”, you can clearly assume that the first group is interested in recipes while the second group is more exercise-oriented.

Based on this information, you can recommend different products or send different content and, of course, different offers.


The first group might be more interested in purchasing an online diet/recipe program like “DI.ET”, while the other group may find a “home gym equipment” type of offer more useful.

If you think about PhenQ, it comes with guides that cover a lot of topics, but in the case of the first group you can highlight the nutrition and diet guides, while with the second group you can make more mention of the exercise guides and programs that come with it.

It is the same product, but you can tailor the pitch to the subscribers’ needs, resulting in higher conversion rates and more sales.

ClicksClicks is another easy method that can be used with most email solutions. The core idea is to monitor what kinds of emails people read and click on and what they don’t respond to. Some platforms allow individual links to be tagged; in others you will have to go by the overall number of clicks per email.

Some tools allow tagging based on clicks. For example, let’s say you run three types of emails about fitness: diet, exercise, and supplements. When people click on links in the diet-related emails, you could add tags like “interested in diet” and so on.

Then when the time comes for a bigger promotion or special offer, you can use these tags to tweak the message to match subscribers’ interests. It is possible that one reader will have multiple tags, and that’s fine.

QuizzesA quiz is a great way to segment your subscribers. They can range from simple things like gender and age to more tricky issues like a particular pain point or problems like “cannot gain weight—a hardgainer,” or “looking to shred fast”.


Depending on your list size you can gain valuable insights. For example, if your audience is 80% male and 20% female you could write your emails with men in mind but also have a section for women. If your list is pretty big, you could run separate emails based on gender.

The good thing is that often you will only need to change a couple sentences.

Tips for Initial Email SeriesPeople like to complete things. It’s how the brain is wired. So you can use a trick that indicates that your email is a part of something bigger, using the subject line as the delivery mechanism.

If someone gets an email saying “Part 3 of 7” or “Lesson 3 of 7”, they can instantly recognise where they are in the “flow”. Often, this will encourage them to go back to previous emails in case they missed one or two, as well making them want to wait for the next parts.

A lot of this happens at an unconscious level. Take advantage of it, especially at the beginning while you’re building the initial relationship.

Some examples to consider:

• [1 of 3] How to grow bigger biceps• The total body transformation (part 5)• Lesson #11—Eat this every morning to boost your energy It’s easy to see how these create flow and represent specific sequences.

SummaryPhew! That’s a lot, right? Let’s take a moment to appreciate what you’ve just done. You have learned the principles that make people millions of dollars per year! The industry gurus who can do million-dollar product launches—this is how.


They build a lead magnet, an email capture form and an email series. Then they push traffic through content, social media, and video marketing to build a massive email list. They push the hard sell once the contacts feel they have got lots of value from the relationship.

You can breathe two sighs of relief. First, because MoreNiche is going to provide you with the lead magnet and the email series. All you need to do is set up your email capture. Second, because the hard work is now done. The next two sections, Maintain and Sell, require little work, can easily be outsourced and will result in additional revenue for your business.

Whenever you’re ready, let’s get stuck in!

Maintain


How to Put Your Email Lists on Auto-pilotIn this section you will learn how to run your email lists on autopilot, deliver quality content, keep subscribers engaged, and ensure they’re ready to buy.

OutsourcingWe know how valuable your time is. Our objective is to ensure your time is spent on the most valuable area—growing your business.

One of the biggest complaints about email marketing is how much time it takes. However, we have some good news. Following this model, once you have completed section one, Build, you can fully outsource all the work of maintaining your email lists.

You can use Virtual Assistants to email your lists each week with the most powerful content you have produced. If you have someone posting your blog content, why not tweak the process slightly so that a teaser and CTA to read the full post is also emailed to your subscribers?

AutomationBetter still, look at automating everything. If you are using WordPress there are plenty of plugins or connection services like Zapier that will allow you to automate much of this work.

The key here is to re-use the quality content you produce for your blog and syndicate this to your email subscribers. This takes very little additional work but ensures maximum eyeballs on your content.

The most amazing thing here is that a strong blog and email list will complement one another, not subtract from each other.


Building Content for Blogs and EmailThe most basic option is to simply send the same content you publish on your blog to your email subscribers. However, they will probably stop clicking from your emails onto your blog. That would be a shame, as click-throughs are a solid indication to Google that people like your content.

We recommend changing your new content creation process slightly. Along with the article content you could create a small “introduction” for inclusion in a weekly email. Ideally each email should contain three to five snippets.

You should also consider adding intro/exit paragraphs tapping into seasonal or hot topics.

For example, during the Arnold competition you can chat to your subscribers about the event and the winners, send links to videos from the competition, etc. And after the Christmas and New Year holidays it makes sense to talk about getting back into shape for dieting subscribers. You can pre-empt planned promotional campaigns, for example:

“Look out for our special promotion on Monday for a massive 40% off CrazyBulk.”

It is also good practice to establish a sending time; for example, Tuesday at 3p.m. or Wednesday at 6p.m. And keep to that schedule. This will keep you organised and allow you to plan ahead.


Subject LinesJust like the headlines in the newspaper, subject lines are the most important factor in ensuring your content is opened and read. Here are some formulas and examples:

Source and for more formulas visit: https://sumo.com/stories/headline-formulas

Type

The How-To Headline

The Ultimate List Headline

The Ultimate Guide Headline

The Fearmonger Headline

The Rally Cry Headline

The Proven Methods Headline

The Mistakes Headline

Formula

How to [Achieve a Desired Outcome]

[Large Number] of Ways to [Achieve an Outcome]

The Ultimate Guide to [Achieve a Desired Outcome]

Warning! Are You [Something Undesirable]?

[A Call to Arms]

[Number] Proven [Actions/Ways] to [Achieve Desired Result]

[Number] Mistakes Most People Make When/With [Common Action]

Example

How to Lose Weight Faster

78 Ways to Build Muscle for Hardgainers

The Ultimate Guide to Eating Healthy on a Budget

Warning! Are You Eating This Food That Could Kill You?

Let’s Stop Eating This Poisonous Food!

18 Proven Techniques to Build More Muscle in Less Time

11 Mistakes Most People Make When Losing Weight

https://sumo.com/stories/headline-formulas

https://sumo.com/stories/headline-formulas


Top Lists of Subject LinesThe internet is full of subject line compilations that can be great sources of inspiration even if they come from unrelated industries. More often than not, they’re quite easy to adapt.

A few sources to look at:

• https://healthpreneurgroup.com/best-email-subject-lines-2016/• https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-

resist/• https://www.digitalmarketer.com/101-best-email-subject-lines-2014/ Keep in mind that there are separate copywriting courses and books you can investigate if you want to learn more about this skill.

SummaryThat’s a wrap—simple, right? You are already creating quality content, but unless people are reading it, it’s worthless. Don’t wait for Google to index the content and cross your fingers that people find it. Supercharge your efforts and get it out to your email subscribers.

This will result in your email contacts staying engaged, more traffic hitting your website, and more people consuming your content. It’s a real win–win situation, right? Now get ready to make some serious money in the next section of the blueprint: Sell.

https://healthpreneurgroup.com/best-email-subject-lines-2016/

https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/

https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/

https://www.digitalmarketer.com/101-best-email-subject-lines-2014/

Sell


Subscribers = Sales!Now it’s the fun stuff—making money. In this section we show you how, by working with MoreNiche, you can monetise your email lists to generate maximum returns with minimum effort.

The best part of this is that all the work has been done for you.

MoreNiche will share the brand’s seasonal promotions with you, so you can literally copy and paste pre-built seasonal campaigns and email them to your subscribers

That’s right!

Once you’ve built your email lists, you will be given the seasonal promotions to run. Why is this important?

• These email series have been crafted by expert copywriters.• You will benefit from all the lessons we have learned from sending

hundreds of millions of emails in the past, and all future knowledge we gain.

• You get to piggyback on the offers and promotions being run by the brand.

• There is no work involved; you simply copy and paste the content into your template and schedule the series to send.

Seasonal CampaignSeasonal campaigns are fantastic because consumers are ready to buy. For example, at New Year everyone is looking to get back on their diets, and on Black Friday everyone is running a promotion. By taking these campaigns and syndicating them to your email lists you should see a really nice spike in sales.


Seasonal campaigns normally last for around two weeks and include between six and nine emails. These emails are designed to warm subscribers up and ensure a maximum number of orders over the two-week period.

We normally run around four of these every year, often around New Year, Easter, Independence Day, and Black Friday.

Flash SalesFlash sales build excitement and allow you to offer something of value to your audience. These flash sales often come with a nice discount to encourage instant purchase.

Flash sales only last around three or four days and include two or three emails. These emails are designed to provoke an impulse purchase.

We normally run around four of these every year and often include and “end-of-spring sale”, “end-of-summer sale”, “Boxing Day sale”, etc.

Ready, Steady, GoWow! It’s that simple? Yes. Because you put the effort in and built strong foundations the sales are easy and will come flying in.

There is a reason why we have 30+ pages on building the foundations and only a handful on selling. Once you’ve built a solid funnel, the selling is easy.

Remember, you need targeted subscribers, so when you do run your sales promotions, make sure you’ve segmented your list. Send PhenQ promotions to people looking to lose weight and CrazyBulk promotions to people who want to build muscle and leave the hard work to MoreNiche.

You deserve a pat on the back. You have learned core lessons about email marketing and now it’s time to get started. It is time to build those email lists!


However, our blueprint doesn’t end here. If you would like to learn more advanced techniques, feel free to continue reading. If, however, you’re too keen to implement all that you’ve learned straight away, go right ahead - jump to the final section to grab your free pre-built lead magnets and email series.

Advanced& Other


In this section we look at several simple yet effective tricks you can use to get better responses from your emails.

Split TestsOne of the easiest ways to improve performance is through split testing. Most common email solutions now offer an easy way to split test subject lines and body text, so this is a great way to start.

Subject lines are the number one place to start testing your email performance. After all, if no one is opening your emails, it doesn’t matter what content they have inside them.

The second point of testing should be your content. Keep in mind that more than 50% of people are reading emails on their phones, so make sure you test large buttons, contrasting colors, and larger fonts, as well as link placement overall.

Last but not least, sometimes a quick change of sender name can have a big impact; for example, you could swap “Gym Reviews” with “Muscle Fairy” and the open rate could be crazy. Of course, don’t abuse this tactic, and record the results.

Over time you might notice a winning pattern, so keep your records and review them from time to time.

Click TricksAs mentioned above, make sure you have good size and color CTAs in your emails, but besides that, you can also use graphics to get even more attention.

For example, it is proven that strange images, video stills, blurry charts, and before/after images get a lot of clicks.

Use images early on, as they will make your email stand out. Also if an image is relatively small, people will try to click on it to zoom in.


In the case of video stills, make sure you have the play button in the centre of the image. This will tempt people to click and this way you can take them to the website.

In the case of an instructional chart, you can blur it out and ask people to click it to see the full details:

Or it could be a free diet plan (a new lead magnet) that they click on to be taken to a page where they can re-opt in to get it.


Content Tricks

StorytellingThis is probably too big to be called a trick, but it’s good to mix your content with simple stories that have some moral or pain point.

For example, you could tell a story about going to a store and seeing an older overweight person slipping in the crisp aisle and seriously injuring himself. So you could “tell yourself” and others that you will do everything possible to avoid ending up like this guy in 20 years.

Or you could include emotional self-revealing stuff with interesting provocative subject lines:

“I am guilty” or “I cheated …”

And then you could tell the story where you admit to your subscribers that you cheated on your diet and had this massive burger (include a picture) and the story could lead to the fact that you went to town on an empty stomach and gave in. You could follow this with a couple tips on how to feel fuller and maybe a pitch for an appetite suppressant, too.

Open LoopsThe term “open loop” comes from TV. It is the simple yet powerful concept of ending on a cliffhanger. How often you have watched an episode just for it to end at the most interesting place, piquing your curiosity? This is how the TV industry ensures you keep watching episode after episode.

For example, you could promise “3 fast muscle-building tips” but after revealing the first one you could say that the next one will be revealed in tomorrow’s email. It has to be good, of course, but you can see how this leads people to want your next emails.


P.S.In copywriting world the “P.S.” is some of the most valuable real estate on the sales letter, and that’s true for emails, too. A lot of people skim-read emails and often start reading at “P.S.”

This is great place to summarise your most effective message and have a massive call to action.

“P.S. This webinar will reveal how to lose weight 2x faster. Click here to register.”

So even if they skim, they still can read your main offer as one short paragraph and take action.

Social TricksNow that you have people joining your list, you can use the power given to you to push them to your social channels and duplicate your lists. This way you maximise your chances of reaching them when you post new content, as one person might unsubscribe from your emails but stay connected with you on Facebook or YouTube.

The idea is simple and it can be done from time to time or in your welcome emails. The simplest thing to do is to invite them to follow you on your social channels, like Facebook, Pinterest, YouTube, and so on. You can also include social icons at the bottom of your emails.

Another strategy would be to offer relevant content on these platforms, e.g. in your email you could feature a video that links to your YouTube channel, or you could announce a new recipe list on Pinterest.


The bottom line is that more subscribers on various platforms means more chances of sales, as well as greater social reach and SEO benefits.

Gain, Logic, Fear CampaignOne very popular approach is the Gain, Logic, Fear chain (sometimes paired with a Reminder).

What this means is that you approach the product you are promoting from three different angles.

The gain angle talks about the results that people can expect from the offer. For example, gain more muscle, drop weight, improve performance, get better marks, learn to code faster, play popular songs, play games better, and so on.

The logic angle is where you use a logical approach to persuade people to buy. For example, “To lose weight you need to burn more calories. This product Capsiplex does exactly that by burning 278 calories per day,” or “To build muscle you need to eat clean protein. This protein powder is the perfect solution as it has X grams of this and Y grams of that, ensuring maximum dosage for optimal growth.”

You can also talk about the price, e.g. if the product costs $59.95 you can say that “For less than $2 a day you can get bigger muscles and a leaner physique.”

The fear angle tells people what will happen if they don’t buy the offer. For example, “If you don’t act now, you likely will not lose the weight,” or “Without this supplement your gains will take months instead of weeks,”


or “Do you want to have that belly with you on your summer vacation?” As you can see, negative or scary language and emotions are used to make the point and push the potential customer over to the merchant site to make a purchase.

The reminder email is optional but it is useful if you have a time-sensitive offer or promotion, e.g. “12th reminder before offer X ends”. This creates urgency and gives a last push to the few people who haven’t yet taken action.

Reactivation CampaignThis is something you might want to run if someone hasn’t engaged for several months. There are different options and strategies you can use.

Normally, after two to four months of no engagement it’s advisable to put the prospect through a re-engagement campaign. This could be made up of one to three emails referring directly to the subscription. Ask them to click a link or you will remove them from future mailings.

As always, keep the emails one or two days apart and use big call to action buttons. In some cases you might be happy if they just open the email.

After the campaign is finished, you should mark people who didn’t engage with the emails and make a note not to email them again.

You can, perhaps, import these contacts into Facebook and try to re-engage them there, for example, asking them to like your page, or run Lead Ads with another lead magnet so that you can restart the cycle with a different offering or angle.


QuizzesA quiz is an excellent tool if you want to segment your visitors and gain deeper insights into them.

Quizzes can be used as lead magnets and also as part of an email campaign. For example, instead of a lead magnet, you could set up a quiz—e.g. “What type of diet is most suited for your body type?” After the visitor is taken through three to six questions, they need to provide their name and email address and “subscribe to newsletter” in order to get their result.

The other option is to run it as an email that takes them to the website to fill out the quiz.

Depending on the platform you are using, you should be able to pull the data into your email software, allowing you to segment people further.

For example, you could ask their gender, their age, or their goals (e.g. bulking, cutting, gaining strength). All these details then allow you to customise the message.

For example, from your 5,000 subscribers, 3,000 are interested in bulking and 2,000 in cutting. So it clearly makes sense to send slightly different messages and product recommendations based on their preferences. Somebody who is already skinny and struggling with muscle growth would probably find your “dieting” tips quite insulting and irrelevant.

Quizzes are a great way to get more intel on your subscribers.

GDPR (General Data Protection Regulation)


What is GDPR?You cannot write an email marketing blueprint in 2018 without mentioning GDPR (yawn!).

This is not legal advice and shouldn’t be treated as such.

On May 25, 2018, GDPR went live. Now there are stricter regulations to follow when it comes to marketing to EU citizens, regardless of your location.

For example, if you or your company is located in Panama but deals with contacts from Germany, the rules still apply.

The official GDPR site can be viewed here: https://www.eugdpr.org

Here are a few key factors about GDPR when it comes to email marketing:

• You have to be transparent and provide a privacy policy.• You are responsible for the data you have.• You have to be clear about your offering.• You have to document sources and consent if needed. A must-read overview on GDPR for email marketing can be viewed here: https://thrivethemes.com/gdpr-for-email-marketing/

That’s a wrap, folks!

https://www.eugdpr.org

https://thrivethemes.com/gdpr-for-email-marketing/

FREE Pre-Built Content


Download Your Free Pre-Built ContentThroughout the Million Dollar Email Marketing Blueprint we promised MoreNiche would provide you with a pre-built lead magnet and follow up series…

And here it is!

BodyBuildingDownload your Lead Magnet

https://moreniche.com/bodybuilding-lead-magnet

Download your Email Series

https://moreniche.com/bodybuilding-email-series

Weight LossDownload your Lead Magnet

https://moreniche.com/weightloss-lead-magnet

Download your Email Series

https://moreniche.com/weightloss-email-series

https://moreniche.com/bodybuilding-lead-magnet

https://moreniche.com/bodybuilding-email-series

https://moreniche.com/weightloss-lead-magnet

https://moreniche.com/weightloss-email-series


Your downloads will include a choice of files. Lead magnets will include a complete PDF plus an editable document allowing you to easily customise and add affiliate links if you choose. For emails you’ll get HTML to copy and paste (and edit as you wish) plus text and image files for you to use with a drag and drop / visual email builder.

Of course you don’t have to stick with this pre-built content; use these as inspiration to create more of your own to target different segments within these niches. And personalise them - why not brand the lead magnet for your site to make it appear unique.

What about the sales content, we hear you cry?

We’ll add seasonal campaigns, flash sales and other promotional email content to the resources area for each offer and let you know when the campaigns are available to run.

Start building and maintaining your list now, so you’re ready to sell when the campaigns go live!

© Copyright 1999 - 2018 MoreNiche

Documents

The Million Dollar Email Marketing Blueprint€¦ · The Million Dollar Email Marketing Blueprint 8 Sell Now that you have a growing database of contacts who are engaged and reading