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“Email Mastery and Building Profitable Relationships”

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Developing the Skills of Writing Your Emails to Get the Results You Want


What is Email Marketing?


Email marketing is a form of direct marketing which uses electronic mail as a means of communicating to an audience.

It is used to encourage customer loyalty and repeat business.

Email marketing is done by sending emails with the purpose of enhancing the relationship between you and your customers. 

Advantages of Email Marketing

advantages of e-Mail Marketing

Email marketing distributes information to a wide range of “highly targeted” potential customers and generates repeat business affordably and automatically.


With email marketing you can track your exact return on investment.  This return has proven to be high when done properly.


It is instant.  As opposed to a mailed advertisement, an email arrives in a few seconds or minutes.

Email marketing lets you "push" the message to your audience, as opposed to using a website that waits for the customers to come in.

Marketing Goals

Marketing Goals

As your knowledge of, and experience with email marketing grows, you'll want to re-think and change your plan to incorporate the new ideas that you've learned, and remove those that aren't meeting your expectations.

But as with anything else it is very important to set goals to reach for with your email marketing.

One of the most important things you can do in order to help you set your email marketing goals is to do a thorough competitive analysis of the market and find out what is going on and what you can do better.

This will open your eyes up to new things you can try and also things your competitors are doing wrong that you can avoid or do better at.

Below is a list of things you can be doing to help you stay ahead of your competitors when it comes to setting up you email marketing campaign.

  • Conduct a Competitive Analysis


  • Find out what your competitors are doing
  • Will give you the edge to make your communications more effective.
  • Get on your Competitors' Lists
  • Keep track of the types of emails your competitor’s send, when they send them, and who the emails are sent to.
  • Look for strengths
  • Look for weaknesses
  • Look for opportunities

What are your marketing Goals? 

  • What do you wish to achieve with your email marketing campaign!
  • What Products or Services will you promote?
  • Include anything that's relevant in as much detail as you can your products or services,
  • Features available,
  • The benefits you provide over your competition
  • The special deals
  • Who are you wanting to reach and what are your goals with each?
    • Existing customers
      • Subscription renewals
      • Cross sells
      • Up sells
    • Perspective customers
      • First purchase
      • Brand awareness
      • Relationship building
    • Where will you find all that content you will be providing to your customers and your potential customers?
      • Affiliate products
      • Outsourcing
      • Own product creation
    • PLR

As you can see there is much to do when it comes to email marketing.  If you really want to make money through the email campaigns you set up they must be well thought out from the very beginning.

Too many people just begin sending out emails and wonder why they never make any money.

Take the time to do things right and stop leaving money on the table for your competitors to come along and grab from under you.

Setting Up Your List

First before we can start our email marketing campaign we need to have a list to market to.

We have discussed list building a couple chapters back but let’s make sure you understand how to set your list up and use your autoresponder to make sure your emails are going out.

We begin by setting up the list in the first place.

Within your autoresponder you will over time set up many lists.

Each of these lists will represent something different and will help you to know exactly who is on your list and how you should be marketing to each.

For our example we are going to use AWeber autoresponder service to set up the list.

Your very first step is to go to the “my list” tab and open up the window as you see pictured below.  You will need to give the list a name to help you distinguish from the other lists you will be creating as you go along.

Next step is to change the default list name to a name you will recognize as to what the list represents and to who is on the list.

For example maybe this is a list of those that have just opted into your squeeze page for a free offer that have not yet purchased from you yet.  You will want to know this because it will be part of your goal to get them to become a buying customer.

Your list name may be something simple as “freeoffer1”

The next list may be for those that have purchased your front end product so that you know they are now a paying customer and you can market to that person according to the goals you have set.

List 3 may be for those that have went on to purchase the One Time Offer that followed your front end offer.

This is known as list segregation which we will discuss a little further into this chapter.

Step 3 is to give your list a description that will be included in the confirmation email sent out to those that opt in to the list giving them the instruction to click on the link confirming it is OK for you to begin emailing them.

Step 4 is filling in your name and Email that you will want your customers to recognize you with.

Step 5 your company’s contact address.

Company contact adress

The next step is filling in the details that will brand your company.

Many would rather be known by their company branding so this will be an important section for you to fill in if this is the case for you.

Follow the simple steps that are laid out in the box below.

This box will also allow you to set up for your social network sharing with Twitter and Facebook so that your message will get out to these networks each time you send out an email if you choose to use these social networks.

Company Branding


Next step will be to fill out the email notification section letting you know each time someone subscribes to your list.

My recommendation is that you set up a new email account for this so that your main email account is not flooded with emails.  This step is completely optional.

set up new e-mail

The next step is to make sure that your double-opt in feature is turned on if you have the option to choose.

Some email autoresponders do not offer the option to choose.  You will only have the option to have this option turned on which will ensure that each person on your list is a good email address that is wanting to receive the emails you are going to be sending out to them.

If you have the option to turn it off there may be cases when you choose to do so.

While I do not really recommend this option to be turned off you may possibly want to choose it to be off when someone is opting into a list that will be set up to deliver a product that they have just purchased, and you will want to ensure that the follow up emails will begin to go out even if they do not see the response required email in their email inbox to double opt in.

Your last step in this section is to include your url if you have created a  page that you would like to have everyone sent to once they have completed their double opt in.

This is your success page or your confirmation success page.

Many times this page will be the download age that the customer or new lead will receive after they go to their email inbox and confirm that it is OK for you to send emails to them.

They will then be sent to the page which will contain the product downloads they just purchased or opted in for.

This page is often set up as your One Time Offer page which will give them the opportunity to buy from you if they have not done so as of yet, or to purchase the next step in your product funnel after they purchase the initial front end purchase.

Many people will choose to not enter a url to a specific confirmation success page and choose to just have the autoresponder send out the default page.

Many times this is because they do not understand the advantages of sending to a specific page that you created that will better serve your goals and your customers.

It may seem that I am rushing through this section a little fast instead of going into as much detail as I could be sharing.

The reason I am not going into as much details as possible is because most of your autoresponders may be slightly different from the others and I want you to take the initiative and watch any video tutorials that may come with the service of your choice.

If you can’t find any tutorials from the service provider make sure you check Youtube.  You will find tutorials that will help you in almost  anything you search for that you are needing help.

Confirmed opt-in status

List Segmentation

Definition of List Segment - Subset of a mailing list consisting of records that match specific criteria.

As promised in the last section I would be covering list segmentation.  This is very important to the success of your Marketing campaigns.

Each list that you have you will for the most part handle a little different.  If nothing more it will be used for just sending out different information pertaining to the product or services they just opted in to receive.

You also will want to set up a different marketing campaign for those that have just opted in for a free offer, and those that have opted in after purchasing from you.

If the list is a list built from a squeeze page that is offering a free offer and they have bought nothing from you yet.  You will set up your email marketing campaign with the goal to get them to purchase and become a paying customer.

If the list you are marketing to is built of subscribers that have opted in after purchasing a high end coaching program for instance, you will not want to tick them off by just promoting to them over and over again.  Your goal will be to set that campaign up to deliver the information you will be providing to your high end coaching students to give them the help they need.

For example you may be holding a webinar and you will only be sending out the information for your coaching students to attend.

If you segment your list properly you will now have the capabilities to send the desired message to the desired target audience.

For email to be relevant, your email lists need to be well targeted.  If you are sending out messages to the wrong targeted audience it will not make sense to them and just lead to confusion and unsubscribes.

Successful marketers understand that in order to get the best results, that list must be segmented and broken into multiple groups.

An optimal segmentation strategy can lead to better email responses, providing you with higher open rates, and increased conversions that see subscribers turned to customers.

 No two consumers are identical, meaning you should not treat all the subscribers on your mailing list exactly the same. 

The most important part of the process is to properly define the criteria to use for list segmentation. Whatever you decide on, make sure each segment has its own unique message.

You will notice much lower unsubscribe rates than those who send the same email to everyone on their list.

Easiest list segmentation is:  Segment by purchase activity.

  • Send an email to people who have purchased a particular product
  • Those who have spent a certain amount of money.
  • Send an email to your most loyal customers.
  • Send to those that signed up for your FREE offers.

Your job is to know your list and who is on it and what they have purchased or not have purchased from you.

Below you will find a flow chart showing you a very easy and simple way of setting up your list segmentation.  The following chart is the very minimal segmentation you should be using.

The example below is set up by sending them to your sales page.  It could also be set up the same way by adding one more step and sending them to your squeeze page first.

The first part of the process is when they come to your sales page and they decide to not purchase and exit your page.

You would send them an option through something like and exit pop offering them a free gift as a way of thanking them for showing up.  If they choose to take you up on your free offer they will enter their name and email and they will be taken through the thank you and optin process and end up on the lit you set up labeling them as those that have not purchased. 

Now through your follow up email series you can target them with specific emails that will continue the pre-sell process to get them to buy the offer you had just offered them or other Niche specific products you have or affiliate products.

The next step is set up for those that come to your sales page and decide to make the purchase.

They will be taken to the One Time Offer page once they have made their initial purchase and given the choice to purchase the OTO product you have set up.

If they choose to not purchase the OTO they will be sent to tan opt-in page that will thank them for their purchase and ask them where the best place to send the download page to is.  They will enter the appropriate name and email and will be place on the list you have set up for your front end only buyers.

Your follow up messages will take over now and begin sending out the emails that are appropriate for those that have purchased the front end product and have not yet purchased the OTO.  You may have emails set up that will continue to presell the OTO until they have purchased or you are satisfied that they will not purchase that particular product and will move on.

Remember if they purchase the OTO product through your preselling in your follow up email series make sure you move them to the list of those that purchase the OTO.

You simply send them to a page thanking them once again for the purchase and ask them where they want you to send the product download page to.

The last list in this series is for those that go on and purchase the OTO from the initial process you have set up.

If they choose to make the OTO purchase you simply send them to the page thanking them and asking for the best place to send the product download page to that will ensure they get the product they just purchased.

As you can see by segmenting your list you will have done your job and will know who is on your list.  You may not know them by name yet and some you never will.  But you will know who is on the list by what they have purchased and how much they have spent and how much they are willing to go through your process that you have set up.


There are many other features that your autoresponder may supply that will allow you to send emails out to different segments of your list as well.

Some of the features we are going to discuss now are included in the AWeber autoresponder service that I highly recommend you check out and use.

AWeber seems to be on top of things and knows what is needed for you to correctly market to your list and their deliverability is second to none in my opinion.

The first feature is the availability you have to only send out to those who chose to open up your emails or those that did not open your emails.

AWeber has a feature that allows you to see who has opened up the emails you send, and who has not.

This allows you to target only those that you desire to send out your next message to.

If the person has opened your email already you can choose to not send to that person so they do not get upset with you bombarding them with emails after they have already seen your message.

You may choose to only send out your next message to those that did not open yet for whatever reason.

This allows you to do things like change your subject line and try something new to get them to open.

You also will be able to see those that may have chosen to open your message but did not take the desired action.  Now you can target them separately from those that did take action.

Message openedsend directly to these subscribers

AWeber also has a couple other nice features that allow you to send out targeted emails to specific groups within each of your lists and to exclude or include whichever lists you want.

You may only want to target those that have signed up to a certain list that have only been on the list for the past week, or maybe those that have been on the list for a year or more.

By choosing to do this you can target appropriately those that need to receive certain messages.

Maybe those that have been on for a year or more it is time to wake them back up and get them active again.

Or maybe you choose not to send those that just got on your list certain promotions or emails that do not pertain to them as of yet.

You also have a feature that will allow you to send out to all of your lists at the same time or make the decision to send out to only certain lists contained within your autoresponder.

You may only want to send out to the lists that contain those that have never purchased from you.  Or maybe those that, have bought the front end products but have never bought anything further.

You may have lists that you know contain people that are interested in PLR products or resell rights products.

The possibilities are endless when you have these features available to you to use.

I guess I would have to say that if you are not using them and you have them available to you, you are not marketing to the best of your capabilities.

include or exclude other lists?

Email Deliverability

Email deliverability is about ensuring requested opt-in email is delivered to the intended recipient.

  • Always Ask For Permission and BE Can Spam Compliant
    • Use double opt-in
    • Valid postal mail address
    • Unsubscribe link
    • Subscriber Addresses You Ask For
    • Ask for “real” or “primary” email address
  • Message Formatting Text or HTML
    • If sending HTML it is important to always send a plain text alternative message, also called text/HTML multi-part mime format.
  • Limit Use of Images:
  • Avoid creating messages that are entirely images. Use images sparingly, if at all.
  • Careful Use of Using Attachments:
  • Many users are wary of attached documents due to viruses .
  • Use a website URL to reduce recipient fear of attachments
  • Words & Phrases You Choose:
    • Choose your language carefully when creating email messages. Avoid spam hot buttons such as dealing with medication, mortgages, making money, and pornography.


In pre-Internet days, official company letterhead was used for all communications, external and internal.

Typed on branded bond paper

Placed in a branded envelope

Included a business card with the company's logo on it.

Now, fast forward to today when 87% and higher of a company's communications takes place through email.

Understanding Email Branding

  • Why is email branding important? You want to make an impression.
  • People are busy, and having a good branding element enables its message to stand out or differentiate your email in the recipient's crowded inbox.
  • Emails present an opportunity to expand a company's image and awareness while demonstrating its professionalism
  • Email addresses speak volumes about their owners and the image they are trying to portray.
  • Consistency in your branding is important!

The Email

Will Your mail Ever Get Read? 

The biggest complaint we hear is, “My inbox is crammed full of hundreds of emails every day because I am on so many lists.”

You`ve got MailRemember the last section we talked about list segmentation.  Always optimize email with segmentation.

Know who is on your list and what they are doing.  Know buyers’ behaviors.  This helps decide frequency and type of messages.


Why doesn’t my email get opened?

There are many reasons an email might not get opened.  Below are just a few examples of things to be watching for and checking out if your emails do not seem to be getting opened by your subscribers.

Spam Mails

  • Ineffective subject line – It’s got to be relevant and compelling.
  • Bad timing – Experiment by sending your campaign on different days (and times).
  • List Fatigue – Sending your campaigns too frequently.
  • Poor list quality – If you’re using a very old list, many addresses have probably gone bad.
  • Your content just sucks – If you’re not providing compelling, content, people aren’t going to open it. They don’t just want to hear from you – they want something useful from you.

The Email:  From Field & Subject Line

Two main factors that drive the open rate are the From Field and Subject Line.  “Who is it from and what’s in it for me?”

Your recognition factor – The 'from' field is at times the most important factor motivating your subscriber to open emails. People are more likely to open an email from a sender they recognize.

The “from” field – Keep the “from” field the same over time.  If you're just starting out, your open rates may be low because you're unknown. As you develop email relationships, keep the 'from' name the same over time so you can benefit from the brand you've built thus far. This should improve your open rate.

Subject line – This single line is where the subscribers will determine whether they open the email or delete.  Your subject line has to grab their attention.

Subject line Criteria

Don’t Mislead – The CAN-SPAM Act prohibits deceptive subject lines.  The subject needs to reflect your content.

Avoid 'promotional' words or phrases – "Special offer", "Free", "Limited time", "Buy now" are all certain to get trapped by a spam filter or deleted by the reader.

But at times these kinds of subject lines will get the highest opened rates from those that do get through.  Everyone likes something for free or a special offer.

Personalize – {!firstname_fix}  This personalization is a feature used with most email services that allow you to send out emails with the customer’s name included in the email.  The fix you notice in the prefix above is added to fix any errors in the name such as capitalization of the first letter of the name.

Many time those subscribing to your list will use all caps or all lower case when typing and this will help correct the problem to help you look more professional when sending out your emails.

personalisethe subjectline

Focus on what’s in it for the reader – Focus your subject line on the main benefit to the reader.

Keep it short – Under 50 characters is best….  Studies show that subject lines with 50 or fewer characters have click-through 75% higher than for those subject lines with 51 characters or more.

The most effective subject lines are often not the ones a marketer would predict to win."

If you segment your list ensure you test subject lines for each segment.

You may find, for example;

  • long-serving, active subscribers react best to a simple branded subject line that focuses on recognition
  • Newer or more inactive subscribers may need a more benefit-laden subject line to get them to pay attention.

Familiarity usually tends to breeds contentment with most subscribers but sometimes brings on contempt.   Always using the same subject line approach might lose its performance over time.

Always be willing to try something different now and then to mix things up and spark a little curiosity in subscribers.

The Role of Recognition in a Subject Line

There are two reasons that you may choose to use branded subject lines when sending out your emails.

  • Transactional message from you
    • Example: Business Name “Subscription Renewal Confirmation“
  • You have an excellent reputation for always delivering useful, valuable content.

Your main priority may be to ensure people recognize your emails over top of all other emails that clutter their inbox.

If you have a good reputation with your subscribers using name or brand recognition in your email subject line will ensure they will find your emails when they are looking for them.

Remember be careful if you decide to change this at a later time.  I have seen many email marketers that have a good name recognition all of the sudden switch to business branding and have a substantial less open rate with the emails sent out.

Why would this be?   After all it is the same person and maybe the same great content that the subscriber is looking for.  So why would this person still not get the same open rate?

It may be nothing more than the subscriber not recognizing the subject lines they are used to seeing.

By being used to the name recognition they automatically delete what is not familiar to them.

Name and salutations

Using the customer’s name and salutations is at times the most personal things in the communication piece and subscribers see them before they even get to the main feature.

Get it wrong from the first line - it will most likely go in the bin.

Of course when there are advantages to something there are also disadvantages of doing something that need to be weighed into the equation.

Below you will find a list of the disadvantages of personalization of your emails you send out.

  • No real relationship with your subscriber and personalizing may seem as being artificial or spammy.“
  • A name takes away space you might use to greater effect with other copy.
  • People typing anything in subscription box when they subscribe to your list for their first name just to get through the registration process. When you use the personalization feature it will be sending to whatever that person entered which may not be their first name at all.
  • Inaccurate or unreliable data will make it clear to readers that you really don't know who they are. That's worse than no personalization.
  • Obvious typos
  • Lots of spam also puts first names in the subject line so perception (based on experience) that such emails are either spam or marketing messages

Here are a few subject line examples you may use as templates to create your own.

Subject Line Examples

Question form subject line – “Danny, are you sick and tired of your Boss?”

Commands action subject line –“Act now Patricia and get this once in a lifetime opportunity!”

Use a subject that says your e-mail contains teaching content – “Dottie, use this guide to get past the stumbling blocks.”

Create curiosity – “Barbara, here's something you wouldn't expect....”

Create scarcity and urgency – “John, the doors are opening again for only 48 hours….”

Use breaking news as your subject – “Phil, my product just went LIVE!”

Email Message

Next let’s take a look at the email message itself.


  • Personalize – This can increase sales by as much as 300%. It has been tested by marketers all over that personalization can increase sales by as much as 300%.

Make them feel they are part of your life.  Give them the opportunity to get to know who “YOU” really are.  It is a way for you to separate your name from the rest of the field.

  • Content of your email (The Body) – Get your opt-in subscribers to trust you quickly. Let them into your life and learn quickly that they can trust the person that is sending them the email. You want them to get to know who you are and what you stand for.

Again something to be careful with is changing direction after you have come across one way to your subscribers.

If you present yourself as someone that is not for sending out hypes up products and then begin doing nothing bust sending out hyped up promotions you will have your subscribers trying to figure out who you really are and if they should have trusted you in the first place.

Even the language you use in the beginning is something you do not want to change.  If you are someone that says you do not like to use profanity and then all the swipe emails you send out while promoting products are containing profanity you will have a negative effect on your subscribers as well.

Who you present yourself as being in the beginning is someone you need to continue being.

Changes many times are not accepted by those that are following you.  I have seen this happen many times to marketers that tried to make changes after they already presented themselves as someone different.


Sending out Broadcast Messages

Sending out broadcast messages

Broadcasts are emails that go out at specific dates and times that are chosen by you the sender at the time of creating your message. 

Instead of setting an interval like you would with a follow up message which we will cover next, you simply choose the send time of the broadcast, and it will go out to your list at that time.  You can choose to send it immediately or choose to send it out at another specific time and date.

In addition, broadcasts can be sent to segments of your list, allowing you to target subscribers who are most interested in what you have to offer as we discussed in list segmentation.

Broadcasts are an excellent way to send out those time sensitive announcements to your list.  You can also choose to use broadcast messages when sending out for sales promotions, specific events, holiday emails, and the like.  These are all great candidates for a broadcast message.  Another reason for using the broadcast service would be in sending out your weekly or monthly newsletters.

While follow up message are sent out in a specific set sequence, one after another, broadcast messages are sent once at a specific date and time that you choose and you specify.

You will most often see broadcast messages being sent to your email inbox by marketers that are promoting their own product launches or product launches as an affiliate for another product owner.

Broadcast messages are also a great way to just send out content to your list to ensure that you are keeping in contact.

Always remember that whatever you send out to your list that it must be relevant and of high value in the eyes of those receiving your message.

Remember unlike follow up messages your Broadcast messages are sent once at a specific date and time.

Create a time/date-specific email broadcast and schedule its sending.

Sending a repeat email broadcast is a great way to reinforce your message.   Many times by just sending one message your audience may not feel you are really serious about the message you are trying to get across.

For example; Sending out for a promotion for an affiliate product may require several email blasts to effectively get your message in front of your viewers. 

Your viewers at times will need to see the message over and over again before they decide it is something they really need to buy.

You see there is a method to the madness of those sending emails to your inbox.  Watch and see what they are doing, and just know that you should be doing it as well instead of criticizing what they are doing.

Scheduled  Broadcast Sending

Next, you can choose when your broadcast message should be sent out to your list.

There may be a time when you know you are going to be busy to set up your broadcast email for a big promotion that is coming up and you will want to set up ahead of time to go out during the scheduled launch.   If you want to send it right away, leave the setting in your autoresponder set to send immediately.

If you want to send it out sometime later like mentioned above you will choose or select the “Send Later” option, then select the date and time the message should be sent.

You can see how this is done by observing the following diagrams I have inserted.


scheduled broadcast sending











By default, your message will be sent to all subscribers that are on the list you're sending to. If you want to include another list or send to a segment of the list you're working in, you can do so using the options just below the Schedule section which will say, “Send to Segment”

Follow Up Email Series

Unlike your broadcast message, Follow-up messages are sent in sequence, one after another.

Very quickly I want to discuss two types of follow up interval styles

Two common follow up interval styles:

  • RAPID FIRE: One after another. So you could possibly send a message out every day or even twice a day or more. I wouldn’t recommend this unless you’re in a niche that tolerates aggressive marketing… (Make Money Online Niche)
  • SPACED: Sending out one or two messages a week, and then waiting 1or 2 weeks. When used correctly, people on the list begin to anticipate and wait for the messages.

What these two styles have in common, is that they’re both consistent.   Consistency is something that is very important to your email marketing success.

When deciding which interval is best for your market you will want to follow other marketers and find out what kind of intervals have been working for them.  They usually will know what their specific market will tolerate.

You will also need to base your decision upon the amount of competition you have.   Your goal is to keep yourself in front of your markets competition.

Step 1:  Using AWeber as our example once again you will first log into your account. 

Step2:  Make sure you choose the current list that you want to create your follow up email series for.

Follow up E-Mail

Step 3:  In the drop down box marked messages you will have the option to choose one of three options.

  • Follow Up
  • Broadcast
  • Blog Broadcast.

Of course as we are talking about follow up emails you will obviously choose the follow up option in the drop down.

Step4:  Click on the green + Add new Follow Up Message button to begin creating your very first message in the series you are about to create.  This first email is the email you will be sending out the very moment someone opts into your list.

Step 5:  Begin writing your email exactly as you would when writing your broadcast email.  When finished you click save.

Step 6:  Check the email spam score to make sure you are under the score of 5 which is considered OK for sending out.  We will talk about checking you spam score coming up in just a couple pages in this chapter.

Step 7:  Test your email by sending it to your inbox to see that all links are working and that the formatting is proper and all grammar and punctuation is correct.

Step 8:  Begin writing the next email in the series.
As you can see in the next diagram

Follow up Diagram

Follow up email series build relationships first and foremost.

A couple of things to remember are;


  • It’s always important that you know how to create follow up messages in your autoresponder.
  • One of the easiest ways to learn how to write follow up messages is to watch what others are doing and copy what works.

I am sure you have signed up for many free options and have begun to receive the follow up series.  Take time to read them and see what the list owner has included in each of the follow up series emails and keep a record of trends that you see in each of the follow up series you receive.

Watch for when you first receive the first email that begins to presell to you and when they first introduce a product to sell.

Keep records of how many in the series and the intervals that they use in sending you the follow up series.

  • The thing you should focus on is building your relationship with your list. Let your list into your life and let them get to know who you are.  We have discussed this earlier on so we won’t go back into in detail here.
  • Don’t initially think of selling first. Think “Pre-sell.” Your list does not want to be sold.  Well at least they will tell you they don’t.  The content you are sending out in your follow emails are not only building relationships, but they are also preparing the subscribers mind or pre-selling them on the product or service that you are about to introduce to them.

Pre-selling is nothing more than cultivating and preparing the mind so that it is ready to buy when you say go!

  • Before anything is sold, you have to establish yourself as a reliable source.
  • This is where over-delivering value comes in. You want your list to very quickly see that you are here to help them and that indeed they made the right decision when they signed up to your list.

Begin over-delivering high value content to them and this content preferably was created by none other than your-self.

Of course using PLR content and re-writing it in your own voice is not out of the question by any means.

  • Create With Confidence - Don’t sweat over writing follow up messages – your prospects are waiting for you! You just have to step up to the plate and give it to them.


Follow Up Email Series Examples

Follow-Up Email 1

  • Send immediately after your customer/subscriber takes action.
  • Welcome them and re-assure that the right decision has been made.
  • Mention the product or newsletter name again.
  • Include any product download pages
  • Your main goal is an introduction to you and to make sure the customer/subscriber gets what they opted in for.
  • Again give product links and tell them where they can get support for any issues.
  • The subscriber needs to be familiarized with the product or newsletter name. If you have an affiliate program, you can mention that as well, but make it a soft pitch.

Follow-Up Email 2

  • Start with mentioning the product or newsletter name again. By mentioning the product, you remind the customer what you are talking about.
  • Let the subscriber know what they can do with the downloaded files and how to actually download them.
  • Assure them your there for them
  • Ask them how they are doing with the product
  • Give any additional resources you may have to offer.
  • You can mention your affiliate program if you haven’t yet, or remind them how they can sign up for it so they know they can make money with your product. Give some incentive to get things going.

Follow-Up Email 3


  • Ask if they have had time to work with your product. Always be bringing the attention to what they purchased for you to help them to know exactly what you’re referring to.  Also this brings it back to their attention, and that you indeed expect them to use what they just purchased.  Too many products are just purchased and then never looked at again.
  • Ask how your product has helped solve any problems for the customer, or what you may add to make it even better. Begin to look for ways to get your new customer to begin a two way conversation with you.  Interaction is important.
  • You can recommend other products, resources, etc., that you have, but keep it a very soft pitch. Use related content in your follow up to presell your offer.

Remember the pre-sell is important when pitching to your customers new products that you have.

Make sure that any new products you are introducing at this point make complete sense in the mind of your customer.  This will come easier as you begin to get to know those that are buying from you. 

Always keep track of the things that are working and change the things that are not.

You may notice a higher unsubscribe rate with certain follow up messages.  Those messages are messages that will need to be change until you see that you are getting the desired action by the customer.

You may need to do a little more pre-selling or even change the products you are promoting in certain emails.

Always test and track your results.

Follow-Up Email 4 

  • Offer nothing else than your personal help. No selling at all in this message, Just personal help.
  • Build a relationship.
  • Include something of value that relates to your original product or to an upcoming or previous offer.

How many follow Emails to include in your series

  • How many follow-ups in a series? This question is a question that has been asked by many and I have yet to see an exact answer.  It will depend upon the Niche you are in and the tolerance of your target audience.  By watching closely to your results, your audience will let you know
  • You can continue it on as long as you want.
  • The follow-up is all about building relationships and creating the right first impression.

Crafting Your Email Message

In this next section we are going to talk about crafting your email message to build relationships and to get that email opened up.

You can have the best value to offer to your subscribers but fall short if your subscribers do not decide to open up your email in order to discover the value you really have to offer them.

  • Focus on delivering and over delivering good value and good content. Value to your subscriber is one of the most important elements of your email.  Once your subscribers open your email and discover the value you are offering they will look forward to your emails and open without hesitation.  That is what you are looking for.  Everything you send out whether it is just a personal email or an email promoting a product it has to be of the highest value.
  • With personal emails you can share your own stories that will help those reading discover the things they can do or should not be doing to help them and their business grow.

If your promoting a product make sure it is a high value product that will offer your customer a chance at a high return for their investment.

This will encourage them to open your emails over top of every other email in their inbox.

  • Remember to inject your personality and style as you are building your list. Your list wants to know you and everything about your business.  They want to know what makes you tick and what drives you to do what you do.  Let them into your life and reveal the real you.  I am not talking about revealing all your children’s names and personal information that they do not need to know.  After all it is your family and there are some crazies in the word that do not need to know this kind of information.  I am talking about letting them into your life.  Share your likes and dislikes.  Your hobbies, etc.  Always look for ways to share it in a way that will add value.
  • Promote the things that excite you. Your subscribers and customers need to feel your excitement when it comes to the things you promote.  It is not just about promoting things that come along just to make more money. 
  • Your customers need to see that you really believe in the things you promote to them. They need to sense your passion and excitement. Why should they buy something you know nothing about or do not even convey any excitement over at all?  If people aren't on the same wavelength as you, they won't be open to your offers – so promote the things that excite you.  Honest enthusiasm will always come through in your offers.
  • Keep your email content light, creative and original. When writing your emails first and foremost, just be yourself.  But look for ways to let your creative juices really flow.  Your subscribers are used to all of the standard swipe emails that flood their inbox by the thousands on a weekly basis.  They are looking for something fresh and new.
  • Again this is where your storytelling can come into play and your own personal experiences.
  • Outline the benefits of your product and services. When promoting products the best way to focus on the product is to focus on the benefits.  Share with your subscribers and customers what benefit they will get by adding the product you are promoting to their business.
  • To do this of course you need to know what the benefits are in the first place. Make sure you know the products you are promoting. If you have purchased the product and are using it in your own life or business then you will know what the benefits are and will be able to easily share.
  • If it is something that works and really helps you this will also help you to write with enthusiasm and excitement that will carry over into your email as you write.
  • Provide a clear image of what you are offering. Don’t leave people guessing.

The best thing you can do is to provide a picture of the benefit in the mind of the one you are writing to.  By doing so your subscriber will be able to envision the feeling they will be getting from the benefits of the product.  Help them to see their life becoming easier for example. 

So not only do you want them to know the benefit, but you need to paint a picture in their mind of the life they are going to experience from having the benefit.

For example if one of the benefits is going to help them gain extra money in their bank account you need to help them envision their life becoming easier by having extra money to pay off bills that have been piling up.  Paint a picture of the phone setting their quietly now because the bill collectors have stopped calling and adding more stress into their life.

Use Social Proof….

Use Social Proof – This is a powerful psychological mechanism by which we look to others to guide our own actions.  “If everyone else is doing it, so can I.”

Example – “Product name” has now been labeled "the runaway hit of the summer."  There have already been over 5,000 copies of “product name” sold in the first 4 days.

Use testimonials as social proof and credibility.  Using testimonials can be a little tricky.  Make sure the testimonials that you are using are real and can be proven.  If someone is making a claim as to what your product has done for them make sure the claim can be backed up by real proof. 

Don’t just gather testimonials to use where you can’t substantiate the claims being presented.

Just use real genuine testimonials from satisfied customers.

If you have a blog for example, Social proof is ultimately the most powerful force involved in growing a successful business blog that helps you sell products or services. The quality of your content is still the most important element, but other subtle influences may well dictate whether you turn a new visitor into a subscription or bookmark.

For example, it is fairly well known that blog reader comments often lead to more comments, so you should encourage reader interaction at every opportunity.  Why do you think during a prelaunch of a product the marketer is doing everything he can to encourage comments about what he has to offer.  He is looking for the element of social proof and when he gets it he will continue to use it throughout his campaign as it grows.  You will begin to see emails going out from everyone letting you know how many comments have been posted to a certain blog in order to get you to want to check it out and get involved before you are left out in the cold.

We all know what it is but we fall right into the social proof trap ever time.  We have a fear of missing out on something.

Use Urgency and Scarcity

Fear of loss is one of our biggest motivators.  Right along with social proof and following closely on its heels is the element of Scarcity or Urgency.

It is the why you have to have it right now instead of waiting for another offer to come along from the competitor.

You will become effective when you become good at communicating that something is time-sensitive or quantity-bound.

As human beings, we do not want to miss out on anything, or at least we want to have the opportunity to find out about something before everyone else does.

Take a look at your own action:  What do you do when you feel the sense of urgency or scarcity?

An example of this would be the need to take a check to the bank by the end of the day so that you make sure you do not get an overdraft.

If you start out the day knowing that it has to be in by the end of the day you may put it off until later when you may be going out into town already for something else.

But what happens when it is 4:45 pm and the bank closes at 5 and you live 10 minutes away.  Of course you are jumping into your vehicle no matter how you look just to beat that teller window closing.  Of course this only is going to happen if there is some kind of urgency involved in that check being into the bank before the close of the day. 

The same goes for selling your product or service.  There has to be a valid sense of urgency or scarcity involved to make your visitor decide they have to make the purchase now instead of waiting for a possible better deal to come along.  You have to make them want to open up your email right now instead of sifting through the rest of the emails and possibly buying through someone else.

Here is an example of Scarcity and Urgency I used in promoting an affiliate offer that had fast action bonus offers being used.

Why is it so important for you to be ready the moment it goes LIVE?

Not only do I not want you to miss out on the bonus package that I will be offering you, but also because of the fast action bonuses that “product owner” is getting ready for you. They will be as follows:

First 77 Buyers (expected in first minute of going live)

Bonus = TBA (To Be Announced) live on the sales letter

First 7 Minutes

Bonus = TBA

First 77 Minutes

Bonus = TBA

First 7 Hours

Bonus = TBA

First 77 Hours

Bonus = TBA

First 7 Days

Bonus = TBA

You will have to act fast to get in on these AWESOME bonus deals.  They will be gone soon.  If you miss the deadline… then you have already missed out.  Don't let them all get away from you.  Why shouldn't it be you that gets the goods?

Eliminate Risk to Customer

If your reader feels that there is any risk at all on their part in making a decision they will usually steer to the side of making a different decision than you are asking them to make.

You need to make sure you put all of the risk on you and to remove it totally from the reader when they take the action you are asking them to take.

The Money Back Guarantee:  This is probably the biggest risk remover used in our industry.  Letting the customer know that they have the opportunity to receive what they invested back if it does not work out for any reason.

The clearer, stronger and more detailed the guarantee, the more credibility and impact it will have on a buyer.

This will eliminate the feeling of taking some kind of a big risk if they purchase.

Another way to remove risk is to give the benefits of a product or service and then let them know the risks involved and how they can avoid such risks.

Let’s say for example you are trying to sell someone on an outsourcing service.

You go through and give them all of the benefits involved with outsourcing writing an ebook instead of doing it themselves.

You would begin by telling them how much time they can save and how much money they can make by being able to spend their valuable time on more productive things such as the marketing of the book instead of the writing.

You would then tell them the risks involved in outsourcing the writing such as outsourcing to someone that is not fluent in the English language.

Well this is something that would begin to put doubt and risk involvement into the mid of someone that was new to outsourcing.

You follow up the risks you reveal by showing them how to go about finding the best outsourcers available that will eliminate the risks involved.

Another risk remover is to develop a closer relationship with those you are marketing to. The closer the relationship you have with your subscribers and customers, the lesser the risk.  The lesser the relationship you have with your target audience, the greater the risk."  All true, to be sure.   Your customers and subscribers need and want to feel like they can trust you.  Once that happens, they’ll listen to what you have to say.

Use proof removes the element of risk to your audience.  Anything that you can add from someone else that in any way adds credibility, to you or what you’re offering will go a long way to reducing risk."  If you’re a coach for example who wants to take recruiting to your coaching program up to the next level, give your prospects testimonials and "profiles" of the students who are already participating in your program.  It’s a powerful way to get your prospect to connect with your program and team, and will then allow you to start talking seriously about what you could offer them if they chose your service.

Call to Action

Many times this is one of the most important elements of the email that is left out.  After all you would think that the presence of a link in an email would mean you want the prospective person reading the email to click on the link.  Even though this seems like it would be something that is simple to figure out it is in many times the reason why you do not get the response you were hoping for from your reader.

Make sure you give a clear call to action – specific instructions prompting the reader to take specific action. Leave no doubt in the mind of the one reading the email as to what the very specific action is that you desire them to take.

You must lay out exactly what you want the recipients of your message to do.

Here are a few examples of common and effective “call to action” phrases.

  • Call now!
  • Using your credit card? Click the "Buy It Now!" button to purchase this product
  • For a short time only so you need to click on the link below right now to secure your spot.
  • Get a free e-book by joining our newsletter NOW. Click right here!

Now be careful to not come across in a way that makes the reader seem stupid. In other words don’t overdo it and come across as being cheesy, but being too conservative won’t produce strong marketing results.  You need to find a balance.

How do you create a powerful call to action?

STEP 1: Your first goal is to decide exactly what you want someone to do after they read your Web page, ad, brochure, or whatever else you may be offering.  If you don't know what action you want your visitor to take how can you tell them what action to take?

STEP 2: This one is a very important step in creating your call to action.  I have said this time and time again throughout this ebook. Provide something of extreme value that is worthy of someone taking the action you are asking them to take.  People need a good reason to take action. So make them an offer they can’t refuse. These days, a free consultation probably just isn’t enough. A lot of folks think this just be a pitch-filled waste of time.  The same goes for just saying things like, “sign up for my free newsletter.”  Give them some really clear and concise benefits of why they should sign up to your newsletter, or to your free consultation.

STEP 3: Tell them exactly what to do to take advantage of your offer.  Don’t leave them hanging or guessing.  It basically comes down to you telling them to do X to get Y and nothing more than that.

STEP 4: Make it painfully easy. Put the phone number you want them to call, the link you want them to click on, the Web Address you want them to type in, or the BUY NOW button you want them to purchase from right there in plain site for them to take the desired action once they feel the urge to do so.. Don’t assume they’ll take time to find or look for it.  It just is not going to happen.

STEP 5: Whenever possible, add an incentives for the visitor to take action now instead of waiting until later. You may want to make your offer with limited availability (only 50 left!), give deadlines for them to take the action, or special sale prices that will be going up to the full price within a certain time frame. Just like you are yourself, your visitors are busy people.

The more reasons you can give them to take action now, the more likely they are to do so. If they wait they probably will never do it. But be sure to do this honestly. If you say you only have 50 left, you better only have 50 left.

If they come back at a later time and it still says 50 left after they already took action this will begin to destroy the trust factor and the credibility you have begun to build

Well basically that’s it.  That is all it takes to creating a good call to action. Give them a good reason to take action, tell them exactly what to do, and make it easy as you possibly can for them to do so. You’ll be amazed at how many more people actually take the action you are asking them to take if you do this properly.

Email Signature File

A signature file is the text you insert at the end of all your emails which identifies you, your company, and your products and services.

The most important reason to use a signature file for online for commercial gain, is that your signature file allows you to promote your Web site indirectly, by simply going about your daily online business.

Whether you are posting on message boards, e-mailing other site owners or participating in mailing out to your mailing lists, your signature file gets your basic information and a direct link to your Web site in front of your target audience or those who may just read your post on a forum message board. Signature files are a great method to use for your online passive promotions when used properly and effectively.

At a minimum, it should contain your company name, your contact details, your website address and your marketing tag line. 

Signature files should be a maximum 6 lines of information.  But in doing so you need to be very careful not to give to many options choices for your reader to have to take or make.

Too many options will usually lead to not action at all from the reader.

In addition to providing contact information and establishing your credentials, signatures can also be used as a marketing or sales tool.  Using signature files to promote your business is a great way to advertise your products and services for free.

One of the biggest don't I can steer you away from when using your signature file is, "DON'T throw in any sales pitchy type hype" Gaining your credibility that I keep telling you that you need online is very difficult to attain and maintain without undermining your efforts through hype and an obvious sales pitch. Refrain from using overzealous sales hype that ends in multiple exclamation marks just to draw attention to your signature file. 

A nice short and sweet comment about your product or service focused on its biggest benefit to the reader is sufficient. Let your Web site do the selling for you!

A signature file is a powerful marketing and communication tools available to businesses.  Make sure you use one!

Mailing Address of Your Business

  • You must provide a mailing address and contact information for your business.
  • Your message must include your valid physical postal address.
    • your current street address,
    • a post office box you’ve registered with the U.S. Postal Service,
    • or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations

Provide an unsubscribe link

There is no way around not providing those on your mailing list with the option of getting off when they so choose.

It is a law and you must honor this decision when made by your list members.

I am sure if you are on a list of some marketer that you have noticed at the bottom of each email a place that tells you how to unsubscribe if you choose to do so with a link providing you the means to do so.

What the Law Requires – The CAN-SPAM Act requires that your email give recipients an opt-out method, and you must honor it.

You don’t want to have a lot of unhappy subscribers on your list – or worse, a high amount of SPAM complaints.

By choosing and using good autoresponder software this action is usually automatically set in place for you ready to go.  You will not have to worry about how to get it set up.

Below you will see a picture of what my autoresponder supplies my email recipients with when they choose to opt off from one or all of my lists.  It will give them the information they used to sign up and the lists that they are currently subscribed to.  It will usually even tell them when they signed up to the list.

It then gives them the option to choose which lists they want to unsubscribe from and which if any they choose to remain subscribed to.

Subscriber information

Testing Your Email

Okay, the last point in this section of email marketing is *VERY* important.

  • Check and test your e-mail.
  • Check formatting
  • Check all the links.
  • Check the spelling.

It is imperative that you test each email you send out.  Make sure that you get in the habit of testing to ensure you remain in a professional light to your customers.

I can tell you right now from experience that the email you send out of hast without testing will be the email that you send that is full of spelling errors that you will be called out on.  Or it will be missing a link or an inactive link because of your carelessness.

Always make sure you test your email before sending to make sure that the email going out is exactly what you want your recipient to see.

Many times you will notice the emails that say Hello {Firstanem_Fix!}.  The reason this happens is because of the same mistake I just made when typing the personalization feature I wanted to use.  I spelled name wrong in it and the autoresponder software I am using is not going to recognize that personalization feature.  It was carelessness on my part and that leads to unprofessionalism.

This procedure is very easy to accomplish.  If you are using a professional autoresponder software for sending emails it will provide you with a link to test each email before sending it out.

Once you click the test feature it will bring up a box allowing you to type in your information such as your name and the email you wish to send your test email to.

Once you fill this information in you simply click send test email.

The next step is to go the email inbox that you just had the test email sent to and open it up and read the email.  Make sure you click on all links to make sure they direct to the appropriate websites.

Check all spelling using spell checks as well.

If you have used a swipe email from a product owner in an affiliate promotion make sure you have put your name in the places that will usually say add your name here.

send a test mesage

Checking your email spam score

There's nothing worse than spending a ton of time on a newsletter or email campaign only to send it out and find it gets blocked, redirected or tagged by over-zealous spam filters.Spam Folder

  • Look for a score of 5 or lower
  • (The lower the better).

One of the best ways to ensure your email is not spam is to use Confirmed Opt-In measures to ensure the lowest rate of un-subscribes, undeliverable addresses, and SPAM complaints.

The following example and images will show you how to test your email for spam using AWeber autoresponder service for sending out emails and managing your lists.


Once you save your email after writing it you will be taken to the place that will show you your spam score and allow you’re to test your email before queuing it up for sending.

queuing it up for sendingClick on the spam score and it will open up the following box showing you exactly what key areas it is targeting as possible spam that will be caught by email filters that check for spam.  These areas are things you can go back and change or re-write for better deliverability of your email.

Spam Score Analyser


Material Connection Disclosure

According to the new FTC guidelines you must let people know if the email you are sending includes any links that will result in you receiving compensation from any relationship you have as an affiliate or any other connection you have with the provider of the said goods and services you are promoting.

Below is an example of what you should include in any email that you will be compensated for by any means from the provider of the goods and services they will be getting if they choose to click and take action on the link you are providing in your email or on your website.

This is not in any way legal advice that I am giving you.  Please use and perform your own due diligence in creating your own disclosures and finding out exactly what is required by the FTC for you to include in your won marketing campaigns.

Material Connection Disclosure

What to Promote to Your List

Be picky about what you promote.

Be HONEST when making your recommendations!

Know exactly what you are promoting and that it is actually worth the value.  Take the time to be sure that everything you recommend is of legitimate value.

Nothing will turn your subscribers away more quickly than a blatant attempt to fill them full of hype and hot air just so you can make a few quick bucks.

Take time to go through the product that you are trying to sell your list on ahead of time.  (Especially if it is a marketer or a product you are not familiar with.)

The Affiliate products you promote often come with their own articles and swipe emails for promotion. You can use these also in your follow up messages when promoting through your follow up series.

Using the Canned Email

You just spent a good deal of time and effort (and maybe even some ad dollars) to get subscribers.  You then put even more time and effort into building a relationship with them. So why would you want to send them a canned pitch?

It might be great copy and has been tested for conversion, but they are not you.

We are not saying that you can’t take advantage of the pre-written emails.  Copying their structure and using some of the power words they include is totally okay!

It is crucial that you change the message to reflect your own writing style, and that you put your personality into it.

We are all extremely busy and it is really easy to just copy and paste the swipe emails crafted Canned Emailby the product owner.  Stop for just a second and think about what you have seen in the past when a new product has launched.  How did you feel about getting the same copy-and-paste email from 20 different marketers?


Take the time to craft your own email copy, in your own writing style.

Remember, your personality is what makes your mailing list unique.

You will get far, far better results with your own copy than by trying to pitch your list with some cookie-cutter ad that every amateur marketer on the web will be using.



Email Mastery Summary

Let your voice shine through.  After all, you are the list owner and responsible for building the relationship.


Stay in contact.

Build credibility and become the marketer of choice.  This is done by always delivering great content that will benefit your list and help them succeed.

Always test and look for ways to improve.

Develop the skills of writing your emails and getting the results you want.

Don’t let fear hold you back!

How To Build an Email List Fast | Email Marketing Training & Tools

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