Double Your Revenue with Email Marketing - Part 2

Jordan Gill: 00:00:01

Welcome to the System Sammy podcast.

Jordan Gill: 00:00:03

I'm your usual host, Jordan Gill.

Jordan Gill: 00:00:06

But this season I'm so excited to share my feed with some absolute gems from my community.

Jordan Gill: 00:00:11

We are going even deeper into email list growth today with Jen Green again, and this episode is more focused on the nurturing and selling aspect of your email list.

Jordan Gill: 00:00:23

So if you stopped emailing your list or you feel like you could do better, this is seriously so perfect for you.

Jordan Gill: 00:00:28

And trust I will admit that I have never, like actually never in almost nine years in business had an automated nurture email sequence until this year.

Jordan Gill: 00:00:39

Guys, I'm, I'm doing it.

Jordan Gill: 00:00:41

Judge me if you want.

Jordan Gill: 00:00:42

So get excited to hear Jen speak about doubling your email list.

Jordan Gill: 00:00:46

Part 2.

Jen Green: 00:00:49

Hello.

Jen Green: 00:00:50

Hello, system Saved me listeners.

Jen Green: 00:00:52

You are back with Jen Green for week two of all things email marketing.

Jen Green: 00:00:57

We're talking talking about how to double your revenue with emails.

Jen Green: 00:01:01

Thanks again to Jordan for letting me borrow this podcast.

Jen Green: 00:01:04

If you didn't listen to last week's episode, I highly recommend you go back and listen to it first because otherwise you might be a little bit confused about what's going on.

Jen Green: 00:01:13

In this episode where we're talking all things nurture and sell.

Jen Green: 00:01:18

This week we're starting with nurture.

Jen Green: 00:01:20

Nurture is my most favorite thing to talk about because by my nature I am an oversharer.

Jen Green: 00:01:28

And I actually love when people overshare information with me.

Jen Green: 00:01:33

I know it makes some people uncomfortable.

Jen Green: 00:01:34

I think it's what makes us human.

Jen Green: 00:01:37

And what I want you to think about is email marketing is like sitting down with your best friend and having a coffee where you're having a discussion about things.

Jen Green: 00:01:45

That's how I want you to treat the nurture section of your email marketing.

Jen Green: 00:01:51

The first thing you need to set up, even before you start growing your list, is a nurture funnel.

Jen Green: 00:01:57

It can be called a welcome sequence, a nurture funnel, a whatever, whatever you want to call it.

Jen Green: 00:02:03

When someone signs up for your lead magnet after you've sent that deliverability email that says, hey, you signed up for this thing.

Jen Green: 00:02:09

Here's the thing.

Jen Green: 00:02:10

Hope you enjoy.

Jen Green: 00:02:11

You're going to send a sequence of emails afterwards that is going to get your entire audience on the same page by the time that they get to the sales point of your email marketing.

Jen Green: 00:02:26

I'll explain that a little bit more later.

Jen Green: 00:02:28

But you want to think about giving people the education that they need, the no trust and like factor that they need, so that when it is time to buy from you, when you say, hey, it's time to buy, it's a no brainer for them.

Jen Green: 00:02:43

And you're not answering as many emails being like, what is this?

Jen Green: 00:02:46

Who are you?

Jen Green: 00:02:47

What do you do?

Jen Green: 00:02:48

I don't understand this piece.

Jen Green: 00:02:49

You are giving them everything that they need to be able to make an educated decision to buy your course, your service, your product, whatever that thing is.

Jen Green: 00:02:58

So a nurture funnel is going to come straight after that deliverability email.

Jen Green: 00:03:03

The first email I always tell people to write in their nurture funnel is, hello, I'm Jen Green.

Jen Green: 00:03:09

Here are three fun facts about me.

Jen Green: 00:03:12

Why don't you tell me about yourself?

Jen Green: 00:03:14

You want to be relatable, you want to give them a little bit of insight behind the door.

Jen Green: 00:03:19

It doesn't have to be three fun facts.

Jen Green: 00:03:20

That's just something that I like to write because it makes it easy, simple to do.

Jen Green: 00:03:24

It gives you a number to work on and it allows you to kind of open up that door into your world as much as you want to.

Jen Green: 00:03:31

So you can share a little bit about past businesses that you've had, any careers that you've had before this, any funny things about you from childhood.

Jen Green: 00:03:41

You could share a little bit about your family, whatever makes you comfortable.

Jen Green: 00:03:46

But again, gives people a little bit of humanness about you.

Jen Green: 00:03:51

So that's usually email number one.

Jen Green: 00:03:53

And one of the best calls to action you can have in that email is, why don't you tell me a little bit about yourself next.

Jen Green: 00:04:00

Tell me about your business, tell me about your life.

Jen Green: 00:04:02

Tell me the funniest thing that ever happened to you.

Jen Green: 00:04:05

What that does is it starts to create that dialogue.

Jen Green: 00:04:08

Like I said, like you're in a coffee shop with your best friend and you're opening up a window to allow them to tell you about themselves.

Jen Green: 00:04:16

Email marketing should be about relationships.

Jen Green: 00:04:19

And so there's a little bit of give and take.

Jen Green: 00:04:22

And you're hoping that by giving them a little, they will give you a little back.

Jen Green: 00:04:26

What that does is give you insight into the people that are on your list.

Jen Green: 00:04:30

And what does that do?

Jen Green: 00:04:31

That tells you whether your lead magnets are working or not.

Jen Green: 00:04:34

Because if a whole bunch of people end up on your list that are not your ideal client, then maybe you need to go back to that grow step.

Jen Green: 00:04:40

So that's email number one in a nurture funnel.

Jen Green: 00:04:43

Email number two that I love to send is a nice big value email.

Jen Green: 00:04:47

So if I send them a lead magnet about growing their list, then the next value value email would be talking about nurture funnels, because that's the next step in my process.

Jen Green: 00:04:56

And I would give them a little like three tips to rock your nurture funnel or whatever.

Jen Green: 00:05:01

I don't know.

Jen Green: 00:05:01

That's bad copywriting on my part, but you know what I mean.

Jen Green: 00:05:04

Giving that little extra value also shows them that you have a process, that you're going to guide them down.

Jen Green: 00:05:11

You're going to show them what the next step is after they download your freebie.

Jen Green: 00:05:16

Email number three, I love to give a little bit of results.

Jen Green: 00:05:19

So this could be a case study.

Jen Green: 00:05:22

Um, this could just be straight testimonial screenshots from your course.

Jen Green: 00:05:26

If you've got them.

Jen Green: 00:05:27

Any kind of testimonial proof that you've worked with other people, that your process works and that they are in a safe place.

Jen Green: 00:05:33

That social proof is so important to people when they're being a little bit more discerning about where their money goes.

Jen Green: 00:05:40

I keep hearing all throughout: 2024

Jen Green: 00:05:47

So in our nurture funnel, we want to make sure that we are hitting all of those marks so that your audience, your subscribers, can make the best decision for them.

Jen Green: 00:05:56

So far, we've got an intro email, we've got a value email, we've got a testimonial email or results email.

Jen Green: 00:06:03

The fourth email you want to focus on is objections.

Jen Green: 00:06:07

Why are people not going to buy from you?

Jen Green: 00:06:11

What are all the no's that you have heard and what are you going to do to actually get ahead of those no's?

Jen Green: 00:06:18

Okay, so time and money.

Jen Green: 00:06:19

That's the biggest one.

Jen Green: 00:06:20

Everybody says time and money.

Jen Green: 00:06:22

Yes, you can address it and say, hey, by having your nurture funnel set up.

Jen Green: 00:06:25

That's actually going to save you time because you won't have to write as many weekly emails if you know that your nurture funnel is running in the background.

Jen Green: 00:06:32

That's my argument against time money.

Jen Green: 00:06:34

Argument against email marketing for me is always like, well, the return on investment is so high that if you spend money working with me or on one of my courses, you're going to have a massive return on investment.

Jen Green: 00:06:45

And if you're not sending emails, you are losing money every single day.

Jen Green: 00:06:49

I genuinely believe those things.

Jen Green: 00:06:51

Those are my examples of objections for time and money.

Jen Green: 00:06:54

For someone who maybe doesn't want to hire email marketing or buy a course on email marketing, you just need to look at all of the reasons why people have said no to buying your service, your product, your course, and you need to start getting ahead of them and answering those questions before they can actually pop out of your nurture funnel.

Jen Green: 00:07:14

So if you want.

Jen Green: 00:07:15

You could start with an objection email.

Jen Green: 00:07:17

After your value email, you can send your intro email, a value email, then your objections email, then your results email if you would like.

Jen Green: 00:07:24

But I just want you to think about making sure that you can educate them from a place of they don't get to say no and unsubscribe.

Jen Green: 00:07:33

First you address what they're worried about most moving forward in your nurture funnel.

Jen Green: 00:07:39

Now you get to fill it up with those types of emails.

Jen Green: 00:07:42

So value emails, results emails, objection emails, story emails, else telling a little bit about your life, about your process, about your business, where you're at, just again opening up that window to them for a give and take relationship.

Jen Green: 00:07:56

And then the other thing you can do is start to add on your best content.

Jen Green: 00:08:02

So think about blog posts that you've written that people have responded to that have done really, really well.

Jen Green: 00:08:07

Even social posts, reels, whatever it is that have done really, really well for you.

Jen Green: 00:08:13

How can you turn that into an email and place that in your nurture funnel?

Jen Green: 00:08:18

The longer your nurture funnel is, the less you're going to have to write weekly emails.

Jen Green: 00:08:23

Now is this what everybody would recommend?

Jen Green: 00:08:26

No.

Jen Green: 00:08:26

But if one of the biggest objections is, oh my gosh, I hate writing emails, I don't want to write emails every single week, I don't know what to write, then my solution to that problem is make your nurture funnel nice and long with all of your best content.

Jen Green: 00:08:41

And as you start to post more on social, post more blog posts, post more YouTube, and you get really positive reactions from those things, just tack them onto the end of your nurture funnel because that thing is going to be turned off when you enter a sales cycle anyways.

Jen Green: 00:08:56

So it can be as long or as short as you need it to be.

Jen Green: 00:08:59

If you hate writing weekly emails, just keep tacking onto the bottom of that nurture funnel.

Jen Green: 00:09:05

Then you know that your audience is at least getting a weekly email without you having to brain power through it and worry about what you're going to share that week.

Jen Green: 00:09:15

Then if you have something super fun to share or you're guesting on someone's audience and you promised that you'd write an email or you want to promote something, you can just pause that nurture funnel, send that email, turn your nurture funnel back on.

Jen Green: 00:09:27

For me, the nurture funnel is the biggest piece of the puzzle.

Jen Green: 00:09:31

That is what's going to stand out from your social media, from your YouTube, from your podcast.

Jen Green: 00:09:38

That getting deep and getting relational with your subscribers is why there's a Much higher return on investment.

Jen Green: 00:09:47

That's for me, the biggest bang for your buck.

Jen Green: 00:09:50

So if you're starting out, or if you already have a nurture funnel and you're like, ooh, I never thought about making sure that I have a value email, or making sure that I have an objections email, or making sure that I have a results email, then go back into your nurture funnel, break it all apart, take a look at what you've got, see how long it is, see if there are posts you can add to it.

Jen Green: 00:10:09

That's going to be your first step, even before growing your list, because that means that every new person that comes onto your list is going to get this amazing nurture funnel that you've specifically worked.

Jen Green: 00:10:21

The other thing that I hear all the time is that people are like, oh, yeah, I made a nurture funnel once upon a time, or my VA made a nurture funnel once upon a time.

Jen Green: 00:10:28

No, friend, you have to be updating that nurture funnel and making sure that it is working for you.

Jen Green: 00:10:35

We're going to talk a little bit about more data because data over drama at the end of this episode.

Jen Green: 00:10:42

But I do want you to think that your nurture funnel is not always set it and forget it.

Jen Green: 00:10:46

You should be checking on it probably every quarter as part of your marketing strategies.

Jen Green: 00:10:51

Seeing what's working, seeing what's not working.

Jen Green: 00:10:53

The last piece of your email marketing puzzle, certainly not least, is sell.

Jen Green: 00:10:59

Once you have grown your list, once you have nurtured your audience so they're no longer cold, they're warm, they're hot.

Jen Green: 00:11:05

Now you can sell to them.

Jen Green: 00:11:07

There's three different ways that you're going to do that.

Jen Green: 00:11:10

If you decide that you want to write weekly emails, bi weekly emails, three times a week emails, you can always have a little sell section in that email.

Jen Green: 00:11:20

If you're not having like a direct launch or direct promo, or you're not specifically creating something new, what I suggest is having a PS section at the end of your email.

Jen Green: 00:11:31

You'll see it in lots of the big names.

Jen Green: 00:11:34

It's what my mentor taught me to do when I went through the HelloFunnels program.

Jen Green: 00:11:38

And it works like gangbusters.

Jen Green: 00:11:41

You say your whole weekly email, you sign off, and then you have a little PS section at the bottom that's like, hey, if you need help with the following things.

Jen Green: 00:11:50

So basically what you talked about in your email above, here's a free thing, here's a low tier thing, and here's a higher tier thing, you can sell them a podcast episode, a blog post, a YouTube video, a podcast, whatever, something that's free.

Jen Green: 00:12:04

And then the second thing you offer is like a lower tier, let's say $97 or under.

Jen Green: 00:12:08

And then you could say, or if you want the whole shebang, here you go.

Jen Green: 00:12:12

I've got this massive course that you can take and it's going to guide you from step one to step ten and you're off to the races.

Jen Green: 00:12:19

So that's one of the easiest ways to maintain a small, gentle sales throughout every single one of your emails.

Jen Green: 00:12:28

When you are sending them weekly, the second piece of the puzzle you want to think about is a launch sequence or a launch funnel.

Jen Green: 00:12:36

Usually what you want to do with a launch funnel is figure out how far in advance you need to be sending them again, the educational pieces that they will need to be able to make the right decision for them.

Jen Green: 00:12:49

It's often like a nurture funnel, but on steroids.

Jen Green: 00:12:53

You really want to make sure that your value emails, your objection emails, and your results emails are specific to the thing that you are launching.

Jen Green: 00:13:02

If you're sending story emails, all of the stories guide them to be like.

Jen Green: 00:13:06

And that's why I created Product A, which I am opening the card on March 12, so really, really spending time with them to make sure that they are ready to make that decision the moment that your card opens.

Jen Green: 00:13:22

I typically, for my clients, do it for eight weeks.

Jen Green: 00:13:27

I know that sounds long, but I really want to make sure that we have all those educational pieces and that people know that it's coming Once we are done those kind of eight weeks of it's coming, it's coming.

Jen Green: 00:13:37

Here's what you need to know.

Jen Green: 00:13:38

If you have this problem, if you have this objection, if you want to make sure that other people have gotten results from this, these are the pieces of information you need.

Jen Green: 00:13:46

Once you've done that for eight weeks, then you have a launch week sequence.

Jen Green: 00:13:51

That's when you're emailing at least every single day.

Jen Green: 00:13:55

From the moment that your cart opens to the very moment that your cart closes.

Jen Green: 00:14:00

You want to make sure that every single day they are reminded that your cart is closing, that it is currently open, that it will not be open for another period of time.

Jen Green: 00:14:10

If that's true, don't trick people, don't say there's only three spots left when there isn't.

Jen Green: 00:14:14

Don't tell people the cart's closing.

Jen Green: 00:14:16

And then at the end of your sales, they could be like, oops, we forgot to close.

Jen Green: 00:14:18

Close the cart.

Jen Green: 00:14:19

You've got two more.

Jen Green: 00:14:19

I don't like Those sneaky, sneaky tactics don't do that.

Jen Green: 00:14:23

Let them know, give them the information that they need, give them the timeline that they need, give them the results that they need to see in order to believe that they are going to get that from you.

Jen Green: 00:14:34

That is your launch funnel.

Jen Green: 00:14:37

I go into this way more.

Jen Green: 00:14:38

There's no way to do this over a short podcast, but I do go over this way more in some of my own courses that you can check out on my website.

Jen Green: 00:14:46

Once you have your weekly emails, kind of soft selling, once you have your launch funnel, that's going to hard sell.

Jen Green: 00:14:53

If you launch twice a year, three times a year, four times a year, the next step is to create an evergreen funnel.

Jen Green: 00:15:00

This is the thing that is going to sell your courses, your products, your services on autopilot all year long.

Jen Green: 00:15:08

You pick the products that people are going to be able to utilize all year long without your life support and then you create an evergreen funnel.

Jen Green: 00:15:18

Now, I talked a little bit about this in grow where you've got your mini, your medium and your large lead magnet.

Jen Green: 00:15:24

Usually I would say that after someone signs up for your medium lead magnet, you're going to send them straight to that evergreen funnel because they are a little bit warmer and ready to go.

Jen Green: 00:15:35

And once again, that evergreen funnel really gives them a good idea of what results that they are going to get.

Jen Green: 00:15:41

Stories about why you created this results that other clients have had value that shows them your process through that evergreen funnel.

Jen Green: 00:15:51

Now you can put that on a deadline timer.

Jen Green: 00:15:54

If you want people to like buy within four days.

Jen Green: 00:15:56

If you want to give them a little bit of impetus, you can do all those things.

Jen Green: 00:16:01

I don't always recommend it.

Jen Green: 00:16:02

Everybody's got a different buyer's journey, so just let them be where they are.

Jen Green: 00:16:07

Give them all of the education that they need to make the right decision for them.

Jen Green: 00:16:12

In case you can't tell, this is my theme.

Jen Green: 00:16:15

I really do want you to use your email marketing to just create that journey for them so that they can have a choice.

Jen Green: 00:16:22

They can consent to this relationship that they are having with you and they can buy when they are ready.

Jen Green: 00:16:28

If it takes them longer, they're going to go through your nurture, your evergreen and your launch funnel.

Jen Green: 00:16:33

If they are ready to go, you can send them straight to your launch funnel.

Jen Green: 00:16:36

That's typically what people do when they teach a webinar or a masterclass.

Jen Green: 00:16:40

They're like, hey, I gave you all of this information.

Jen Green: 00:16:42

You are raring to, to go, let's just launch.

Jen Green: 00:16:44

And then they send them a Week of emails saying, my card is open, my card is closed.

Jen Green: 00:16:48

If someone is coming in from your medium lead magnet, then you can send them through Evergreen and then launch.

Jen Green: 00:16:54

This is all taught in my course that you can find on my website.

Jen Green: 00:16:57

But I wanted to give you this basic idea of what this kind of email marketing tree looks like.

Jen Green: 00:17:03

Going back to the beginning.

Jen Green: 00:17:05

Just to summarize really quickly, we're going to grow our list with three lead magnets.

Jen Green: 00:17:10

Mini, medium, large.

Jen Green: 00:17:12

We're going to have a nurture funnel that is going to create a beautiful open back and forth relationship with your audience.

Jen Green: 00:17:19

That's going to warm them up so that when they get to the sales section, which is either your Evergreen, your launch or even your weekly emails, once that nurture funnel is done, they are ready to go.

Jen Green: 00:17:31

And then based on your offerings, your products, your launch cycle, you've created all of these sales systems.

Jen Green: 00:17:38

So every single week you're selling with your weekly email.

Jen Green: 00:17:41

If people are coming in warm, then you can sell them into things right away.

Jen Green: 00:17:46

And if people are coming in hot, then they're coming right into that launch cycle ready to buy.

Jen Green: 00:17:51

This is how you are going to double your revenue with email marketing.

Jen Green: 00:17:56

Having all of these pieces set up.

Jen Green: 00:17:59

If you do everything that I say and it doesn't work, I want to make sure that you have some tools, it's going to work.

Jen Green: 00:18:07

I'm going to give you the tools to make sure that it works.

Jen Green: 00:18:10

I have a freebie called what the funnel and it gives you all of the information that you need to look at these funnels that you've built and make sure that they are working.

Jen Green: 00:18:19

And then it gives you steps that you can take in order to optimize those numbers.

Jen Green: 00:18:25

At the beginning of episode one, we talked a lot about open rates.

Jen Green: 00:18:29

Click through rates, conversion rates.

Jen Green: 00:18:31

When you have created these funnels, you are going to go back and look at that data every single quarter and say what's working and what's not and what do I tweak?

Jen Green: 00:18:42

I'm going to give you a quick rundown, but again you can go download my freebie, what the funnel.

Jen Green: 00:18:46

And it's going to give you all of this stuff.

Jen Green: 00:18:48

If you find that your open rates are lower than 35%, you're going to want to start to work on those subject lines.

Jen Green: 00:18:54

The subject lines are going to upload your opens.

Jen Green: 00:18:58

Sometimes it's deliverability and you do have to make sure that all your systems are set up.

Jen Green: 00:19:02

But really that subject line is what's going to make people click.

Jen Green: 00:19:06

If Your click through rate is lower than 4% which is where I like my clients to be.

Jen Green: 00:19:11

Then you want to make sure that you are working on your calls to action and the actual content in your email.

Jen Green: 00:19:18

So they're getting down to your call to action.

Jen Green: 00:19:21

That means that instead of being like click here, you're actually creating kind of a result that they want instead and saying to upgrade your email marketing to sell more with emails, click here.

Jen Green: 00:19:35

We're giving them the result that they want with those calls to action and you'll find that those click through rates are going to get higher.

Jen Green: 00:19:42

If your click through rate is above 4% but your conversion rate is below 10% and I'm talking more on leads in particular, I would love for you to be at 20%.

Jen Green: 00:19:51

If you are lower than 10%, that is a problem.

Jen Green: 00:19:54

Typically with your sales page, that means either that you are in your emails not giving them enough information and the sales page looks brand new or that sales page is not doing the job that it should be doing.

Jen Green: 00:20:07

Your emails have pushed them to get to that point, but that point is not converting them.

Jen Green: 00:20:12

So it's a good idea to talk to a copywriter or have someone you trust review your sales page if that is where people are dropping off in your funnel.

Jen Green: 00:20:21

Hopefully this all makes sense.

Jen Green: 00:20:23

My goodness, that was so much information.

Jen Green: 00:20:24

Thank you for sticking around with me.

Jen Green: 00:20:26

If you want to learn more about how I can help you to double your revenue with email marketing, you can head to my website thegengreen.com I also set up a page specifically for Systems saved me at thegengreen.com systems/saved me.

Jen Green: 00:20:45

you are ready to get going in: 2025

Jen Green: 00:20:53

Thank you so much to Jordan for letting me borrow her podcast for two entire weeks.

Jen Green: 00:20:58

I hope you got a notebook full of things that you can action right away.

Jen Green: 00:21:03

I'm so excited to see where this next year and email marketing leads you.

Jordan Gill: 00:21:09

So good right?

Jordan Gill: 00:21:11

Thank you so much for listening to this episode of the System Save Me podcast.

Jordan Gill: 00:21:16

If you loved this episode I would would so appreciate a review on whatever platform you're listening on.

Jordan Gill: 00:21:21

But also go up on the guest host, connect with them on Instagram, LinkedIn or wherever they suggested to reach out.

Jordan Gill: 00:21:28

I hope you're having a great day and I will see you on the next episode.