The Email Marketing Show Email Marketing Heroes

Want to hear a story about fantastic email marketing success? Isabelle Lesschaeve holds a full-time job as a scientist but also runs a side hustle passion business as a wine-tasting coach. By leveraging email marketing and implementing our Paparazzi flash sale campaign, Isabelle made an extra $10,000.
We're Kennedy and Carrie, and you're about to meet Isabelle (with her beautiful French accent) and find out all the good stuff!
SOME EPISODE HIGHLIGHTS: 
(0:48) Want to carry on with the conversation? Join our FREE Facebook group. 
(2:08) Who is our client Isabelle Lesschaeve? 
(4:28) How does Isabelle work with her clients? 
(6:33) When did Isabelle first get started with email marketing? 
(7:55) What was Isabelle's biggest barrier to using email marketing? 
(10:06) What was the first change Isabelle made when she joined our programme? 
(15:55) What results did Isabelle get from her email marketing? 
(19:23) What's changed for Isabelle since joining our programme? 
(23:20) What ONE action does Isabelle recommend people take?
(24:42) Subject lines of the week.
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Who is our client Isabelle Lesschaeve?Isabelle is a French full-time scientist and wine-tasting coach based in the US. She loves wines and has a passion for teaching wine enthusiasts how to enjoy the food and beverages they consume through their sense of smell and taste. Isabelle is on a mission to demystify wine-tasting rituals. People don't have to become 'wine experts' to be able to enjoy it - this is a paradigm and a myth Isabelle wants to break. It's about being able to distinguish different smells, which, in turn, helps people describe the experience of tasting wine and get more enjoyment out of it.
How does Isabelle work with her clients? Isabelle delivers her training through one-on-one coaching online, reaching people all over the world. Her clients bring their wine to the sessions, and Isabelle gives them tips on how to find the right words to describe what they perceive. Like with any training, Isabelle believes the key is consistency, so she's built specific programmes to help people become more sensitive to (or better at discerning) taste and enjoy their wine of choice. You want to pay attention to what you smell and taste, she says, and build a connection between these sensations and the brain.
This is super interesting because people often think of email marketing as something used to sell tangible and touchable products. But Isabelle's work couldn't get more intangible or untouchable! She’s not even in the same room (or smelling and tasting the same wine) as the people she works with. If Isabelle can make email marketing work, surely we all can!
When did Isabelle first get started with email marketing?At first, Isabelle tried to market her business through social media but found that wasn't beneficial to her audience. As she enjoys writing, she discovered she was better able to connect with people through her blogs and weekly emails.
She started using email marketing when she launched her business in the US five years ago. People would join her email list through a freebie, and Isabelle would send them a weekly nurturing newsletter about wine. Her emails were mainly educational, and from time to time, she'd make an offer. But she wasn't making any sales and didn't know what to do.
What was Isabelle’s biggest barrier to using email marketing?Isabelle is a scientist and doesn’t see herself as a marketer. Through her emails, she was trying to show the positive impact of her service, but she wasn't able to convey the benefits or the transformation people would achieve by working with...

How many email marketing sequences do we need for our business? What are the critical email campaign examples you should have in place?
We're Kennedy and Carrie, and here are the 7 email campaigns we think every business should have.
Ready to take notes? (And, most importantly, take action?)
SOME EPISODE HIGHLIGHTS: 
(0:38) Want to carry on with the conversation? Join our FREE Facebook group. 
(3:04) Take action - build one campaign at a time. 
(5:07) Why are campaigns with multiple emails more effective? 
(12:40) 1. A delivery sequence. 
(15:40) 2. A welcome sequence. 
(19:23) 3. A direct sales sequence. 
(22:37) 4. A content-led sequence. 
(27:57) 5. An objection handling sequence. 
(33:19) 6. A risk reversal sequence. 
(34:20) 7. A subscriber engagement sequence. 
(39:01) Subject lines of the week.
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Take action - build one campaign at a timeThe email campaign examples we're giving you here are the ones we think you must have in your business, but don’t get overwhelmed by this advice. Build one campaign at a time and then improve them later because you cannot optimise what doesn’t exist!
We cannot predict perfection, so we should stop waiting for it - we can only polish our progress. So don't wait to start your email marketing until you have all the sequences fully written, optimised, and reviewed. You'd be delaying action and creating a noble obstacle. Just get something out there because, with email marketing, you’re building relationships with people. We need to stop acting like every email is a performance!
Why are campaigns with multiple emails more effective? Some campaigns could have as few as one email, but you can add as many emails as you want to a sequence. Some of our campaigns are made up of up to 30 emails - it depends on what they are and what they do. A sequence of multiple emails will always outperform one single email. That's because none of us is getting a 100% open rate on our emails (not even Google!) Even if you’re getting a healthy 40% open rate, 60% of your subscribers are still not seeing those emails.
Also, we are all inspired by and connect with different things. If you tell someone that a particular offer is expiring soon, they might buy because they're motivated by loss. But the same email might not work for someone who's motivated by different things. Instead, you might be able to get their attention by offering a bonus, for example. Having a sequence of emails in a chain with time delays between them always outperforms a singular email.
Why you should pre-write and automate your email campaignsWe recommend you pre-write and automate your email sequences because, that way, they’ll perform for you no matter what's happening in your life or business. Having automated email sequences gives you flexibility. Your pre-written emails are an asset - not a liability!
If you spend time sending out broadcast emails, you can never use that email again, and you won’t get that time back. But if you write your emails into automated campaigns that every subscriber in your list will receive, you're building an asset that’s going to serve you time and time again. Automated campaigns are effective not only because they help you make sales, but also because they allow you to deepen the relationship with your subscribers (or help you re-engage them). It depends on the point of the campaign.
The key is to build your email campaigns as an asset that compounds and serves you for as long as you...

What are the best ways to build an email list in 2024? What strategies are still relevant? Want to know what's working and what isn't?
We're Kennedy and Carrie, and you're about to get a truckload of value from this episode.
Guaranteed.
Ready to take action and get some awesome results?
Let's do this!
SOME EPISODE HIGHLIGHTS: 
(0:33) Want to carry on with the conversation? Join our FREE Facebook group. 
(1:38) Be a guest expert on other people's podcasts. 
(16:00) Speak in other people's memberships and paid groups. 
(21:17) Speak at live events. 
(29:23) Leverage your social media channels. 
(31:03) Ask people to click on the link in your bio. 
(36:18) Leverage a free Facebook group. 
(42:03) Leverage 'swaps' and affiliates. 
(51:49) Join The Email Hero Blueprint. 
(53:36) Subject lines of the week.
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1. Be a guest expert on other people’s podcastsA great way to grow your email list is to leverage other people’s audiences by speaking on their podcasts. So how do you go about this?
Find a podcast show with an audience that benefits you.Don't approach a host saying you can speak about anything and everything. Instead, pick topics that relate to your business and prepare a couple of interesting hooks that get people’s attention.When you speak on someone's podcast, have a strong call to action. Prepare a lead magnet that listeners can download in exchange for their email address (because that's how you grow your list!)Be a great guest even if the host isn't an experienced interviewer and veers off-topic. If the conversation goes off-track, bring it back to your business and what you do.
How to pick the right podcast shows for youSo how do you go about identifying which podcasts you should be on? First, you don't necessarily have to target the big names! The most important thing is to pick a podcast whose audience is made of your type of people. Podcast shows with a big reach are great, but often smaller or mid-level shows have more engaged audiences of people who are super fans. Decide which shows you want to be on based on the audience - not the host or the podcast size. Also, consider whether the listeners of that podcast are only there for entertainment or whether they're used to buying. You'll want people who take action.
When pitching, make it easy for the host to say yes to you. Give them a few options for topics that are relevant to what they do – talk about something useful and unique to their audience. Prepare a few interesting topics with super hot hooks and pitch them to the host, asking what would be most suitable. Remember you can use your existing content (with different hooks) - you don't have to create something new every time.
A great advantage of doing this is testing out what topics resonate with your audience. We know this because every metaphor or framework we teach inside The Email Hero Blueprint has been developed by talking things through in conversations!
Create your playlist of podcast guest interviewsHere's another hot tip for you. Once you have a few shows you've been a guest on, create a playlist on Spotify. Even if the podcast shows aren't famous, the quantity of interviews you've given shows people you're an experienced guest. Having a handy playlist is also a great way to share free resources to help...

What's the best time to send an email? It's the multimillion-dollar question we always get asked. But is there a specific time? Does when you send an email matter?
We're Kennedy and Carrie, and you're about to find out the truth about this...
Ready?
SOME EPISODE HIGHLIGHTS: (0:33) Want to carry on with the conversation? Join our FREE Facebook group. 
(2:17) Is there a universal 'best time' to send an email? 
(6:03) The best time to send an email depends on your email list. 
(7:40) Why you shouldn't rely on open rates. 
(11:35) The best time to send an email is when you'll send that email. 
(16:14) Know your audience. 
(17:52) Create email automations. 
(21:05) So when's the best time to send an email? 
(23:23) Join The Email Hero Blueprint. 
(23:51) Subject line of the week.
Useful Episode ResourcesRelated episodesHow To Increase Your Open Rates (They’re Wrong But…)
Practical Ways To Increase The Average Click-Through Rate In Your Email Marketing.
Master Your Metrics – Unleashing The Power Of Email Marketing Analytics.

FREE list to improve your email marketingIf you want to write better emails, come up with better content, and get your readers to click and buy, here's how. This is a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab it for FREE here.
Join the FREE Facebook groupDo you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.
Try ResponseSuite for $1This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.
Join The Email Hero Blueprint Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your subscribers into customers (within 60 days). If that's you, then grab The Email Hero...

Can you use an email marketing waitlist for your next big launch? Maybe you have a membership or a course and want to generate excitement, curiosity, and demand. Can a waitlist help you do that? Also, how do you keep people on your waitlist warm? How long should you run a waitlist for, and how often should you contact people on it? 
We answer all these questions and much more...
Are you ready to get all the good stuff?
Let's go!
SOME EPISODE HIGHLIGHTS: 
(0:08) Grab our amazing resource Click Tricks totally for FREE!
(4:18) Should you have a waitlist for your membership or course?
(11:17) When should you use a waitlist?
(14:08) How do you get people on your waitlist?
(15:22) Where possible, reward people instantly! 
(17:50) How we use waitlists in our business?
(21:18) Give people a genuine reason to join your waitlist.
(22:52) How do you keep people on your waitlist warm?
(30:07) What's the dual reality principle?
(32:47) Subject lines of the week.
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Should you have a waitlist for your membership or course? Between the two of us, we’ve had experience selling courses and memberships for years, both with our current and previous businesses. And one of the strategies that go with opening the doors to your new product is having a waitlist. Do you absolutely need to have one? Unless your membership or course is capped in terms of the number of people who can join, we don’t think a waitlist is strictly necessary.
A waitlist helps you create demand in advance, which is why we use this strategy as a key component of a couple of the email marketing campaigns we teach. It can be a useful tool to gauge an interest. Is your audience interested in your upcoming product? By joining a waitlist, people make a micro commitment – they're deciding they want to find out more about something you're about to offer.
Plus, if you’re new to the world of online memberships and courses and aren’t sure whether something will sell, a waitlist is a low-barrier entryway to help you figure that out. Once you develop more experience, you’ll develop a level of confidence and awareness of what’s likely to work. But if you’re just starting, you can build this awareness with a waitlist.
Where will you talk about your waitlist?Should you talk about your launch only to the people on your waitlist? Absolutely not! If you're only marketing to your waitlist and not the rest of your audience, you’re leaving money on the table. Because there will be people on your email list who would never sign up for a waitlist. And yet, they might be interested when they see your sales page. 
You also need to think about what advantage you'll give to the people on your waitlist. Why are they on the waitlist in the first place? Will you give them early access? Does the waitlist serve a real purpose or are you just “dressing something up in marketing”?
A great place to promote your waitlist (and your upcoming launch) is on your social media. If you have a podcast or an active social channel, you can start talking about your membership or course a couple of weeks before you open the doors. Start inviting people to jump on your waitlist - it's a great call to action and a good way of attracting those with a level of intent into your world.
When should you use a waitlist?We have a waitlist for our Email Engine Accelerator, which is a capped programme. We can only take a small number of people each time we run it...

We always say email marketing can help you make more sales, more predictably, and in less time. But you shouldn't just take our word for it - that's why we regularly share email marketing success stories from our amazing students. Our client Lucas Reuterstig is one of them. After joining our programme and implementing just two of our email marketing campaigns, he saved his business, and his calendar got fully booked for 3 weeks!
Want to know how he did that?  
Let's find out! 
SOME EPISODE HIGHLIGHTS: 
(0:15) Join our FREE Facebook group.
(3:32) Who is Lucas Reuterstig?
(6:02) When did Lucas get started with email marketing?
(7:57) What was the first thing Lucas did when he joined our programme?
(10:41) How does Lucas feel about his email marketing now?
(13:01) What's the plan for Lucas's email marketing going forward?
(15:29) What's the one action that made all the difference?
(17:13) Would you like to hear more from Lucas? (And get a special offer?)
(18:44) Subject lines of the week.
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Who is Lucas Reuterstig?Lucas runs a programme (and a podcast) called Presenter Mastery, which is a communication training program that delivers:
​Confidence, so you know what to say and when, and your message becomes clear and engaging. ​Delivery, i.e. the scientific skills that make your audience listen.​And content, so you can learn to use storytelling in your presentation to increase anticipation, excitement, and buy-in.
In their business, Lucas and his team analyse s a person's presentation style and create an individualised plan for development. They also deliver weekly calls, live training, and coaching to their community of students.  
When did Lucas get started with email marketing?Lucas has worked with David Phillips (a public speaker for 25 years) since 2020. When they launched their first platform for communication training, they didn’t use email marketing at all. However in 2022, with a better understanding of sales funnels, they discovered another way of selling online. This was when they created the Presenter Mastery Programme, and while they knew email marketing would play a part in their business, they didn't yet know what kind of emails to send out. 
At first, they'd only use emails as reminders for any events they had coming up. Then in February 2023, they decided to make a change - they wanted their email marketing to have meaning and to be 'spot on'. This is when Lucas found our podcast and then decided to join our programme. 
What was the first thing Lucas did when he joined our programme?Lucas joined our programme (The Email Marketing Hero Blueprint) for a specific reason - he wanted access to our email marketing templates. So the first thing he did when he came into our world was to implement our Paparazzi campaign, which is our flash sale campaign.
Immediately, Lucas found that our campaign was producing results, so in May 2023 he also implemented our webinar sequence to bring people to his live events and...