The Email Marketing Show Email Marketing Heroes

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...

What's a good click-through rate? How can you drive a click-through rate increase in your email marketing? Is it possible? Why does it even matter? 
Let's find out the answers to these questions - and more!
SOME EPISODE HIGHLIGHTS: 
(0:11) Grab our amazing resource Click Tricks totally for FREE!
(4:29) Why is your click-through rate an important metric in your email marketing?
(11:33) What is the average click-through rate in your industry?
(14:30) Click-through rate average and daily emails.
(20:20) Techniques to improve your click-through rate.
(25:06) Segment your audience. 
(27:50) Create a promotional strategy.
(30:14) Aim to trigger different emotions.
(31:59) Create calls to action that stand out.
(35:23) Keep your list clean.
(38:00) Subject lines of the week.
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Why is your click-through rate an important metric in email marketing? For several reasons, click-through rates are now more important than they’ve ever been. First of all, when someone clicks on the links in your emails, it gives them the ability to get to a page where they can find out more about how to put money in your pocket. Sure - sometimes you'll send them to a page where they can register for something (rather than buying). But these are the exceptions to the rule. 
The second reason why click-through rates matter is that, as time goes on, engagement shows Gmail and all the other platforms that your emails are important to people. It tells them they're of good quality and relevant. This is why we built a specific re-engagement campaign to keep people engaged - it's called the LOL Revival campaign and is available inside our programme.
Engagement is key. You have to determine whether someone is super engaged or has disengaged with your emails. Clicking on the links in our emails is a clear indicator they are, indeed, engaged. Technically, replying and forwarding your emails are better ways of engaging, but it’s hard to get people to do that regularly. So aiming for clicks is what you should do. 
Click-through rates and segmentationAnother reason why clicks are important is that they allow you to understand what each subscriber is interested in. You'll start to notice that every time you send an email about a certain topic and with a specific angle, some people will click on the links in those emails. But they might never engage with other angles. Why? Because different things work for different people. And monitoring those clicks is great for segmentation.
Be careful with segmentation, though. Don’t get too carried away by adding tags that are too specific. Try not to get too tag-happy, and only allocate tags that you’re going to use. Make sure you use clear links so that when people click on them, you know they're interested in a particular topic. So, for example, if you’re including a link that points to a resource about building your email list, make sure the link is something like “check out my list building course”. It shows a clear interest in that topic.
A great use of segmentation with link clicking is what we call a link pool. We use this in one of our campaigns, where we ask people to vote on what they're more interested in. This allows you to...

What is familiarity exposure? Also referred to as mere exposure, there's a whole stack of theories around how the psychology of familiarity in marketing works and can help you make more sales. 
That's right. Become a 'household brand', and more people will buy from you.
Want to know how it all works?
Let's find out.
SOME EPISODE HIGHLIGHTS: 
(0:19) Grab our amazing resource Click Tricks totally for FREE!
(3:18) What is familiarity exposure?
(10:45) Refer to things that your audience is familiar with.
(14:45) Always build familiarity with you, your brand, and what you do.
(21:19) How can you apply familiarity in your marketing?
(23:10) Email marketing campaigns that use familiarity.
(24:45) Don't make the mistake of offering discounts upfront!
(27:08) How to start using familiarity in your email marketing right now.
(29:11) Join The Email Hero Blueprint.
(29:45) Subject line of the week.
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What is familiarity exposure?The idea is quite simple - we all understand it and have experience with it. Psychologically, you can increase the likelihood of people buying from you when something feels familiar to them. So if you feel like you've heard of something before, or know a particular name from somewhere (i.e. you have a feeling of vague familiarity), you’re more likely to buy.
That’s why people tend to buy household famous brands, even when they’re more expensive. For a lot of products, you could buy the cheaper equivalent, and it might taste, work, or be much the same. But we pick the branded product we know (even for a higher price) because we trust that familiarity.
It’s a bit like going to a restaurant and choosing a dish from the menu that you already know you’re going to like because you’ve had it before (either there or elsewhere). We like our home comforts. We like the feeling of something familiar and comfortable. It doesn’t matter how adventure-prone or how excitable you are (or aren't) – we all find it easier to choose something we’re familiar with. Because familiarity is comforting. And that's why familiarity is baked into pretty much everything we do - email marketing and more. 
So how can you apply this concept of familiarity exposure in your marketing? 
Refer to things that your audience is familiar withOne of the things you can do is to use references in your marketing that your audience is familiar with. For example, for a while, everyone was using famous GIFs from Friends or other popular shows. And it worked because people are familiar with that type of content. Using Friends' references is a safe bet with most demographics. Kennedy isn’t a big Friends fan, but if someone sent him an email with a sofa in the subject line and the word “Pivot”, he'd still get the reference. That subject line would come pre-loaded with a lot of content – whether you love Friends or hate it, you’d know what it's referring to. And you'd probably want to know what the email is about.
You won't be sending famous GIFs, memes, or references all the time, but if you email frequently and regularly, you have plenty of opportunities to do so. And when you use things in your marketing that feel familiar, you immediately activate the psychology that sits underneath your words.
Always build familiarity with you, your brand, and what you doAnother way to use this concept of familiarity is to build trust with your audience by exposing them to you and your...

Do you collect testimonials in your business? What's the best way to show customer transformations in your email marketing? Can the success stories and case studies of your customers help you convert more of the people on your email list? 
If you want to learn an easy way to go beyond your regular, commoner-garden testimonial, this is the place to be. 
Let's go get the secret sauce! 
SOME EPISODE HIGHLIGHTS: 
(0:14) Grab our amazing resource Click Tricks totally for FREE!
(3:33) What's the big deal about customer transformations?
(5:24) The power of social proof on potential buyers.
(10:19) Show people that something is good.
(13:41) The importance of the before-and-after story.
(17:14) Create a way to capture customer wins.
(20:08) How do you collect great customer stories?
(28:15) Genuinely build you your customers and their stories.
(29:48) Success stories help others buy.
(33:16) Subject lines of the week.
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What's the big deal about customer transformations? Everyone in marketing talks about the fact you need to have social proof and testimonials. And it's true - you have to talk about the results you get for people. Of course, never get yourself into any hot water here. Everything you say has to be true, so you have to be careful not to use stories that imply, suggest, or outwardly state that people have had success from working with you if you can’t back that up. Whatever you say, write, or put out there, has to be a true claim that you can prove. Don’t be naughty!
The power of social proof on potential buyersBut why is it so important to share the stories of people who have experienced success with you? You have to tell others (especially potential buyers) about the transformations - about how you took someone from point A to point B and how you got them an outcome. That's powerful. And it's something you don't want to forget in favour of just sharing the facts about your product or service. 
For example, Rob’s parents just bought a car, and the salesman who sold them the car asked for a nice testimonial. Before they wrote the review, Rob and his parents had a look at existing ones already out there. And they all said that the salespeople were lovely, friendly, and helpful. And that’s all great. But none of these testimonials were anything transformative! We don’t think they helped the dealership much.
So what Rob and his parents did instead was to point out how their life was transformed as a result of buying a car from that place. You have to go beyond the testimonial and focus on the transformation. And for a car, that could have to do with the feelings of increased safety, certainty, confidence, or status, for example.
If people read about us that we’re fun to learn from, for example, it's great. But people don’t necessarily buy programmes to have fun while they learn! They primarily want to know they’ll get the results they’re looking for. While having a good experience in the process is important, people care about the outcome. 
Show people that something’s goodDon't just tell people that something’s good - show them. Of course, you want to appeal to the conscious, logical side of people's brains too. So tell them what they're going to get (i.e. the deliverables). But then also show them how what you’re giving them is going to resonate.
The most powerful part of using...

Want to find out how to immediately supercharge your email marketing copywriting? Then let's find out about the Rule of One. This isn’t just a technique you can use in your email writing. You can use it across any kind of writing you do for your business – sales pages, sales videos… everywhere! And it will massively improve your conversion.
Ready to learn how to apply it? 
Let's go!
SOME EPISODE HIGHLIGHTS: 
(0:25)  Grab our amazing resource Click Tricks totally for FREE!
(4:21) What is the Rule of One in copywriting?
(7:19) Use the same call to action across a whole email campaign. 
(9:18) Send people to landing pages where they can only make ONE choice.
(11:26) Write your emails to ONE reader.
(12:24) Give people ONE call to action (per email).
(14:25) The benefits of stacking your email marketing campaigns.
(15:54) Tap into the power of storytelling.
(18:07) Your Super Signature is the exception to the rule! 
(21:03) Subject lines of the week.
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What is the Rule of One in copywriting? Whenever somebody writes copy for us (yes, we do hire copywriters because we're not professional copywriters ourselves), the one piece of suggestion we always give is to focus on the one idea we're trying to convey. What’s the one thing we want to say? Every time you put out any type of communication (an email, a headline, the opening of a sales video, etc.) you want to talk about one idea.
Equally, when it comes to email marketing, every email you send should talk about one theme. If you're sending an email about risk, the whole email needs to be about that. You don’t want to add social proof to that email – that’s a different theme for another day.
And if you're only talking about one thing, you’re probably also going to use one single story. Unless you have a few stories that demonstrate that one thing you’re talking about. And you do this because otherwise, people’s brains get overwhelmed.
So let's get into the specifics of this...
Use the same call to action across a whole email campaignThe Rule of One applies to individual emails but also to email campaigns. We often pick one call to action and effectively use that across an entire email campaign. If we’re running the Bribe campaign, for example (where we tell people that if they buy one thing they’ll get something else for free), every email we send as part of that sequence is going to have the same call to action. We lead people to that one action by using different hooks, angles, and stories in the individual emails we send as part of that campaign. 
Why do this? Because when you say too many things at once, people get confused and overwhelmed and end up not making decisions. The more directions you send people in, the more confused they’re likely to get.
Send people to landing pages where they can only make ONE choiceWhen we send someone to a landing page, we want them to only have one thing they can do on there. And that’s to click and buy or click an opt-in. There’s only one call to action on that page.
If you’re sending someone to a landing page to opt in for something, but you also have your blog and other items under the navigation menu, you’re giving people lots of choices and other things they could do. So they’re not going to opt in! Instead, direct people to one thing and one thing only so you don't lose their attention. Because...