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Table of Contents

Introduction 3

Part 1 - The Return Path 4

Part 2 - Mastering Your Email Marketing 7

Part 3 - Content Emails 11

Part 4 - Relational Emails 20

Part 5 - Promotional Emails 26

Next Steps 32

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Introduction
As an online business owner, email marketing is a part of the foundation of your business.

But there’s a problem; most people don’t know how to do it right. They don’t realize their profit-
making potential because most businesses treat email as an afterthought.

What if you could wake up every day and see new orders pouring in through your sales funnel
or online store?

What if new customers became huge fans of your business, spreading the word about how
amazing your products and services are?

This can be achieved when you approach email marketing the right way. But again, most online
businesses either ignore email marketing completely, or they pour countless hours into the
wrong approach.

If you ignore your email marketing, or you’re just blasting out sales email after sales email, your
results will be the same - little to no sales.

This is because - more than ever before - our lives are filled with potential distraction. Your
business will get lost in the chaos if you don’t work on holding a place in your prospect’s mind.

Top of mind awareness is critical.

There’s so much noise on the internet that if you’re not staying at the forefront of your prospect’s
and your customer’s minds, somebody else will be - and if you’re trying to build a business, the
last thing you want is for your competition to have the bulk of your prospects or customers
attention.

The way to do this is by creating a Return Path for your prospects and customers to lead them
back, over and over, to your business.

Without a shadow of a doubt, if done correctly, this will have the biggest impact on your bottom
line (for a lot less work than you think).

In Part I, I’ll get into the basics of what a Return Path is, and how to utilize one. Parts II - V will
show you how to evolve your email marketing further into a relationship-building and money-
making machine with Content, Relational, and Promotional emails.

Let’s jump in!

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 Part 1
The Return Path

One of the best and most profitable ways to stay top of mind is by setting up a Return Path to
your business.

The Return Path is all about staying in contact with your prospects and customers, so you can
strengthen your relationship and get them coming back to buy more and more from you. Not
only that, but they’ll love your business too!

More specifically, Return Paths are all about taking care of all of the people that have come into
the top of our funnel through our original optin offer. On average, it takes anywhere from 5-10
contacts with a person to close a sale. This is why many optins involve 7-day eCourses, where
you can follow up with the customer for 7 straight days.

By the end of this report, you’ll know exactly what you need to create in order to have the
perfect Return Path for your business. If there’s 1 thing that is going to give your business
stability, it’s the Return Path, so pay very close attention as you go through this last section of
the course. Take notes. Go back over and reread things if you need to.

With that said, let’s jump right into the ins and outs of the Return Path and the importance of
staying in contact with your potential customers.

I once heard a great story from internet marketer, Justin Brooke that helped this concept of
constant contact become more clear to me, so I’d like to share it with you now…

The first time a man looks at an ad, he doesn't see it.

The 2nd time he doesn't notice it.

The 3rd time, he's conscious of its existence.

The 4th time, he faintly remembers having seen it.

The 5th time, he actually reads the ad.

The 6th time, he turns up his nose at it.

The 7th time, he reads through and says, "Oh, brother."

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The 8th time, he says "here's that confounded thing again."

The 9th time, he wonders whether it amounts to anything.

The 10th time, he'll ask his neighbor if he has tried it.

The 11th time, he wonders how the advertiser makes it pay.

The 12th time, he thinks it must be a good thing.

The 13th time, he thinks it might be worth something.

The 14th time, he remembers that he wanted such a thing for a long time.

The 15th time, he is tantalized because he can't afford to buy it.

The 16th time, he thinks he will buy it someday.

The 17th time, he makes a memorandum of it.

The 18th time, he swears at his poverty.

The 19th time, he counts his money carefully.

And the 20th time he sees the ad and buys the product.

So, this story was actually an ad and was created by a guy named Thomas Smith way back in
the late 1800s.

While it’s a little exaggerated, there’s a lot of truth to it. The point here is that your prospects and
customers need to hear from you multiple times before they will ascend to that next level of your
value ladder.

The more, the better, as long as you're providing value. Without value, you're just an annoyance
and it will do more harm than good. Remember, value first, profit second.

So, as the return path relates to email, you really should be emailing your list a minimum of
once a week. And that is the bare minimum. Personally, I email my customer list every other
day.

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Worried you might annoy people if you email them more? The only way you will be an
annoyance, like I mentioned a second ago, is if you’re just not providing enough value. Make
sure your emails contain something that’s going to better your customer’s life in some way.

Put yourself in the shoes of your customer. If you would be annoyed to receive your email, that’s
probably a good sign that you should write about something else.

Remember, you’re emailing a real-life person, not a list of names. Now, let’s move on to getting
your prospect on this Return Path.

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 Part 2
Mastering Your Email Marketing

The most important Return Path for your business is email marketing.

To begin, there are three simple rules that I suggest you follow to set up a properly structured
email campaign.

If you do this, you'll have no problem building a large, loyal following (a following of people
where you better their lives) that is also eager to buy more stuff from you.

The first rule is that you should try to mail your subscribers every day. This is something that I
used to do way back in 2005 when I created and sold my SEO Software product called SEO
Elite. At that time, I had built an incredibly large email list of both paid customers, as well as free
subscribers who had opted in to download my Value Pull, which was my free, 7-day eCourse on
how to get people to the top of the Google search results.

At that time, my list size was around 250,000 people and I was mailing roughly every day.

Subscribers were opening my emails. They were clicking on the links I had in the emails. And
they were buying whatever I might recommend to them in the emails. Everything was firing on
all cylinders.

Then something happened...

That something was... I got lazy. I got tired of writing emails. I was even too lazy to hire
someone else to write the emails for me. So I started emailing my list every other day. Then
every 4 days. Then just once a week.

My reasoning, at the time, was I thought if I sent just one email - albeit a REALLY great,
content-packed email - my subscribers would actually be more responsive and would like me
and my stuff even more.

I thought that maybe emailing them every day was getting a little annoying...

Fast forward a year or so later and my email open rates (i.e. the percentage of people that
opened the emails I mailed out) dropped drastically. In 2005, my open rates were upwards of
35%... and now, a year later, my open rates dropped all the way down to
just 5%.

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My once super-responsive list of 250,000 people where roughly 87,500 people were opening
every email... dropped to just 12,500 opening the "once a week" email.

I bet you can guess what this did to my profits. They completely tanked! I started losing lots of
momentum and relevance in the marketplace as well.

By emailing every day, I was staying at the forefront of my prospect’s and customers minds.
And by doing that, they would often talk about my products and services on social media and in
forums and so on. But by emailing only once a week, I was slowly dropping off their radar. I was
becoming far less relevant.

Right about that time, I remember hearing a recording from a well-known internet marketer with
an email list of about 100,000 people.

He was giving a talk on the subject of email marketing. In his talk, he said he emailed his list a
whopping three times a day! First thing in the morning, then around lunch, and lastly, just after
dinner time. He said that it got to the point where if he only emailed 2 times in a day, he would
receive emails from subscribers telling him he missed an email and they wondered if it got sent
to spam or they just didn't receive it.

He'd trained his subscribers to expect great emails from him... three times a day!

So, he challenged everyone listening to his talk to double the number of times they mail their
own email list. He guaranteed that by doing so, they would see a dramatic lift in their
businesses.

While mailing three times a day seemed a bit excessive to me, I decided to try and go back to
mailing once every day.

Starting the next day, I began mailing my list of about 250,000 people every single day... and
within just a couple of weeks, my open rates jumped right back up to roughly 35%!

No only that, but the profits from email marketing jumped back up to the previously higher
numbers as well.

So, I'll say it again. Rule #1 is to mail your list regularly. No less than 4 times a week, and
preferably more if you can.

As long as your emails benefit your subscribers in some way, they won't mind, and they’ll
actually look forward to and appreciate your emails. You'll stay top of mind, and you'll stay
relevant.

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Think about it. If you're emailing just once a week, the chance of them receiving and deciding to
open your email is pretty slim. Your email could easily get pushed further and further down their
inbox.

But, if you're mailing every day, they'll login to their inbox and see your name over and over and
over... and the chance of them opening at least ONE of your emails increases dramatically.

This takes us to Rule #2, which is to send out 3 different types of emails.

If you're only mailing promotions, they'll get tired of being pitched over and over.

If you're only mailing content emails, they'll become conditioned to assume they never have to
pay to get valuable information (i.e. go from their ‘before’ state to their ‘after’ state for free) - and
when you do decide to sell something, they won't buy.

So, vary the types of emails you send out.

The 3 types of emails that I recommend you send out are:

1. Content emails
2. Relationship building emails
3. Promotional emails (i.e. sales emails)

In the coming sections of this report, I'll be giving you examples of each type of email, so you'll
have plenty of ideas on what to mail out.

The last rule of email marketing, Rule #3, is to make sure your emails are interesting.

It sounds obvious, but you'd be surprised at how many online business owners send out boring
emails.

If you're sending out garbage to your subscribers... whether it's garbage content you can easily
find elsewhere, or garbage offers that won't actually better the lives of your subscribers, they will
lose interest and you will lose credibility.

If you're going to mail garbage, just don't mail at all.

Every single email needs to be interesting. If you mailed 100 interesting emails and then went
on a run of 10 boring emails... they'll still lose interest and it will take considerable effort to build
your momentum back up.

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So, before you send out each email, ask yourself the question, "Would I want to receive this
email from someone, or would it bore me?" If you think it would bore you, change it before you
send it out.

Now that you have a general overview of our email marketing strategy, in the next section we’re
going to go over the first type of email that I recommend you send out: Content emails.

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 Part 3
Content Emails

The first type of email that you should send to your customers and/or subscribers are content
emails.

I speak about ‘before’ and ‘after’ states a lot in my teaching. Remember, the primary reason that
your customers bought from you, or opted in for your Value Pull (or lead magnet) was to move
them from their unhappy ‘before state,’ to their happier ‘after state.’ The faster and easier we
can get them there, the better.

You've heard the saying, "There's more than one way to skin a cat”?

Well, the same holds true in business. What do I mean by this? Well, your product or service
improves your customer’s life in some way. There are dozens of ways to take your prospect
from their ‘before’ state to various degrees of their improved ‘after’ state.

If you can do this, and convince your customers you can do this, then they will spend lots of
money on your products and services again and again.

The best way to get this ball rolling is through giving away some form of value for free. Which is
exactly what we'll be doing in this type of email.

Providing valuable, quality content can make the difference between maintaining a vibrant,
responsive subscriber list or a slowly dying, unresponsive one.

I’ll go over three types of content-related emails that you can send to create a sense of value
and establish credibility with your subscribers.

Newsletter Emails

The first type of content email is the newsletter-style email.

This is the typical type of email that most people think of when they think, "content emails.” With
this type of email, all of the content is located inside of the email itself.

Here, you're not promoting anything directly. You're not giving out a discount or coupon code or
running some sort of special promotion. You're not trying to "get the click"
(getting your subscriber to click through to a web page).

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The primary purpose of this email is to get them to read your email subject line. Then to open
your email. Then to read the first sentence. Then the next, and the next.

By the end of the email, you want them to feel like they learned something valuable from you.
Something that moves them closer to their desired ‘after’ state.

Here's an example of a content email that I recently sent to my subscribers that are all looking to
get more website traffic so they can grow their online businesses.

===========

The subject line read: How to rank higher than #1 in Google

And then the body of the email read:

Hey! It’s Brad Callen.

I’ve got another content packed email for you today, get ready to read!

Everybody knows Google is like an indecisive friend who changes their mind every other
second.

It’s exhausting, but unlike that friend, we need Google in our lives, right?

So, Google’s new hype is their ‘featured snippets’…

… you know the quick access chunk of information that pops up when you do a google search?

For companies and business, it’s known as the position zero spot.

It kind of sounds like something out of a Marvel film I know, and in a way, it does hold some
superpowers.

If you’re in position zero…

...your website or business will automatically gain credibility and exposure.

The best part?

It doesn’t necessarily have to cost you money and you don’t have to be highly ranked in Google
to get a chance to be featured there.

So, I thought I’d give you 7 tips on how to get you to position zero:

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1. Do a Keyword Search using a tool called Serpstat. (it’s FREE)

You can use it to type in a keyword related to your niche and see if any featured snippets come
up.

If they do, you can try and emulate them…

...If they don’t, you’ve got yourself an opportunity!

2. Use SEMrush.

This analytics tool lets you find out what snippets your competitors have earned as well as your
current snippet rankings.

Just click on the ‘Organic Research’ button and select your preferences.

Once you know what your competitors are doing…

... you can copy and paste their terminology and topics into your content.

3. Integrate ‘How To’s’ into your content.

This will cater to your audience's needs.

Since snippets are there to answer questions, it makes sense to craft your content into an
answer to a question.

If your content is alleviating pain or solving a problem…

... your chances of gaining position 0 are going to increase significantly.

4. Use Answer The Public for content inspiration.

This allows you to see the types of questions people are asking about your particular niche. So,
if you can answer them, write about them!

5. Have 1 piece of content that answers loads of questions.

Once a page earns a snippet, it’s way more likely to be featured in others too.

So, increase your chances by having one piece of content that answers a
vast amount of questions.

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That way your one piece of content could feature in dozens of different snippets.

Think of the traffic you’d get!

6. Format your Content.

Use headers in descending size order. Or if you have lists make sure to list them in numerical
order.

Google likes things to be in chronological order, so do it!

7. Add images and videos to your content.

People love to learn visually.

Videos are huge for engagement right now, so as long it’s high quality and well thought out,
they’re a no-brainer to get you to position 0.

I hope you’ve found these tips useful…

… and always remember...

… keep your content simple, accessible and written with your audience in mind.

That way you’ll find yourself in the top spot in no time at all!

Get ready for the traffic!

Brad Callen
Bryxen, Inc.

===========

You'll notice that the email is 100% text. No images. No html. It's just text, like if I was writing the
email to a friend.

This is the first type of email that I would suggest writing to your subscribers. You’re just
introducing yourself or getting your foot in the door here.

You'll also get the highest deliverability by sending emails without a bunch of html and images
(meaning their email provider won’t send it straight to their spam folder
or ‘promotions’ tab within gmail - both places you don’t wanna be).

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Newsletter-style emails can work for any type of business.

Here’s an example. A good friend of mine owns an eCommerce business that sells coffee. His
subscribers love both him and his products, and it’s in large part because of the way he
communicates with them via email.

Here’s an example newsletter style email that he sent out to his subscribers:

===========

The subject line read: The RIGHT Coffee Is Good For You

And the body of the email read:

As a Preventative Doctor, I have a firm belief that an ounce of prevention is worth a pound of
cure.

I practice what I preach.

I’m VERY careful with what I put in my body on a daily basis. That doesn’t mean that I don’t
enjoy pizza, ice cream, french fries, pastries, cheesecake… you already know I have a sweet
tooth ;-)

BUT I don’t enjoy those things daily.

One of the principles that I teach is eating for results vs eating for pleasure.

80% of the time you eat for results - This is how you stay healthy and look younger. I plan on
living til I’m 120 years old but only look like I’m 60 ;-)

20% of the time you eat for pleasure - This is the time you eat with friends and family or you
have those foods that you crave and emotionally satisfy you.

You don’t have to have this stuff all the time. You know and I know it’s not good for you but you
feel good when you eat it. And that’s ok… 20% of the time.

The point of all this?

You will look like what you eat and drink… or garbage in = garbage out.

This is why I created Lifeboost Coffee.

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Coffee is something healthy that has turned unhealthy thanks to all the chemicals and cash crop
farming methods.

It’s also something that 80% of the US drinks.

If you are drinking regular coffee, you are drinking pesticides even if it’s a higher quality.

Pesticides poison and age your body!

Organic coffee beans are only 3% of the entire market.

Specialty, Organic, Single Origin, Fair Trade, Elevation and Shade Grown Coffee beans like
Lifeboost are rare.

Less than .5%.

That’s correct. Less than one half of a percent!

I drink it 1-2 times a day and I want to make sure that I’m getting the cleanest, healthiest source
possible.

I also want to make sure that it is low in acid, so it’s easier on digestion.

I want the same exact thing for you.

Coffee is a daily ritual to me. I love it. I enjoy it. It takes me to my happy place :-)

If you aren’t on the subscription,

Go here to sign up!

It’s the best deal I can give for such a rare coffee.

It also helps us support our farmers like Martha so they have stable income.

Thanks again for your love and support. It means a lot!

Dr Charles Livingston
CEO of LifeboostCoffee.com

P.S. Your Lifeboost for the day: Don’t give up what you want most, for what you want now

===========

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Throughout the email, he hyperlinks a few of the words directly to his online store where
subscribers can order the coffee. He gives them the option to buy if they want, and still provides
great content in the email.

If you own an eCommerce business, these kinds of emails work extremely well.

Blog Post Emails

Ok, so the second type of content email is a blog post email.

After you get started writing newsletter-style emails where the bulk of your content is in the
actual email, I would recommend also integrating blog post emails because they serve two
purposes.

1. You're able to stay in constant contact with your subscribers, staying relevant in their
minds.
2. By creating a blog post and sending your subscribers to that blog post, you're also
creating valuable content on your website. Google will take note of this, therby sending
you even more traffic.

If you don't already have a blog, you should consider starting one. By sending your readers to
your blog, you can provide them with a greater variety of content.

● You can send them to an article that would be too long for an email.
● You can send them to a video on your blog.
● Or you can send them to an infographic, a photo, or an image quote on your blog.

This kind of email should contain some super basic information about what the blog post will
discuss. The purpose is to wet their appetite and entice them to click through to your blog.

Of course, you should have an informative and interesting blog post waiting for them. We're not
trying to trick our subscribers. We're trying to entice them to read our helpful blog post, as well
as pre-frame the content, so they're excited and ready to learn.

A marketer that uses this type of email to perfection is Neil Patel. He has built multiple million-
dollar software companies using content-style emails as the cornerstone of his
businesses.

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Here's a great example of a blog post email that I recently received from him:

===========

The subject line read:

The Big Mistake You're Going to Make With Content Marketing

And then the body of the email read:

Wait! Before you spend anymore time on content marketing, listen to this.

In this episode of Marketing School, I break down the big mistake that most people make with
their content marketing. Don't worry, I made this mistake too. So make sure you listen to this, if
you want your content marketing to be successful.

Cheers,

Neil Patel

PS: Make sure you subscribe to Marketing School.

===========

Neil hyperlinks the words "listen to this" to one of his videos teaching a specific content
marketing strategy.

The purpose of the email is to briefly summarize what the content is all about, and get the
subscriber to click through to check out the content.

You'll also note that he includes a "P.S." in the email where he recommends his marketing
podcast (and hyperlinks to his podcast sign up page) to get them into another funnel where he
can provide more value, and eventually sell them something else in the future.

Other People’s Content

The last type of content-based email I recommend sending out is an email to other people's
content.

Now, this one is a little bit tricky, and I wouldn't recommend doing this often, but there is a
purpose behind doing this.

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Sending your subscribers elsewhere serves two different functions:

#1 It adds credibility.

The fact that you’re willing to send your customers somewhere else other than your own
website shows them that you are selfless and really do care about your subscribers.

It shows them that you're willing to help them in any way possible - which should be the case. If
it's not, then you should consider finding another career.

Let's say, for example, you're in the health niche and you teach people how to get six pack abs.
Now, let's say that someone else in your niche has written a free report or book (i.e. a Value
Pull) on the Ketosis Diet, which is a popular diet right now.

Do you think your subscribers would be grateful if you sent them a link where they could get this
free Ketosis book? Of course they would!

# It fosters connections.

Sending someone elsewhere, of course, doesn’t have to be completely selfless.

In the case above, you could contact the person that wrote the Ketosis book before you send
traffic over to them and see if you can work out some sort of deal. In exchange for you sending
your subscribers over to their book, they could send their subscribers over to something you
wrote.

This is the perfect way to do some traffic swapping. You can direct traffic to their website and
then they can direct traffic back to yours.

These kinds of relationships can help to build BOTH of your businesses.

Next, I’ll be going over the next kind of email to master in your email marketing: the relational
email.

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 Part 4
Relational Emails

The second type of email you should be using in your return path are relational emails.

Throughout this report, we’ve talked a lot about the importance of building a relationship with
your customers. In business, the same principles apply as if you were building healthy human
relationships in person.

The purpose of the relationship-style email is to expound on that core idea that it’s critical to
build a stronger, deeper relationship with your prospect or customer.

The more they can know, like, and trust you, the more they will buy from you. It’s that simple.

Let’s go over the three different types of relationship emails that you can send your prospects
and customers.

The Video Email

The first relational-style email you can send is an email that directs your customers to a video
that you’ve created.

Video is a great way for someone to get to know you on a deeper level than just using text. With
a video, your customer gets to see your smiling face and hear your voice. Video also allows you
to become more than just a faceless name to your customers.

A great way to use videos in your emails is directly after someone purchases your product or
signs up for your initial offer.

Here, you can re-introduce yourself by saying hi and welcoming them to your community. You
can also thank them for their purchase and even do things like give them a short walk-through
of your website, member’s area, or help desk - whatever you can do to prepare them to use the
product or service that they just bought or signed up for.

My good friend, Dr. Charles Livingston, does this very well with his supplement company,
Perfect Origins.

When someone orders a bottle of one of his products, he sends out a welcome
email that directs them to a “welcome video.” In the video, Dr. Livingston

PAGE | 20
thanks them for their purchase, and then walks them through all of the various things on his
website that they can use to get them to their desired ‘after’ state faster and easier. His
customers love this helpful email!

Here’s what the email looks like:

===============

The subject reads: [PREVIEW] Thanks & Welcome!

And the body reads:

Sandra,

Hello! I just want to formally welcome you to Perfect Origins. I created a quick welcome video
for you that you can watch right here:

[The link to the video is located here]

Once you watch it, reply back to this email and say hi! We want to hear from you.

One thing I don’t believe in is abandoning my customers.

You are not just a “sale” to me.

I truly do care and I truly want to help.

You can’t be afraid to ask though!

Remember… Ask… Seek… Knock…

Dr. Charles Livingston

Providing Health And Weight Loss Solutions For You To Think Natural First...
Co-Founder of PerfectOrigins.com
1-800-815-6073

P.S. If you're looking for 3 ways to get more lean and healthier, please check this awesome
resource out... Click Here

Want to get ahold of us?

Reply back to this email or call 1-800-815-6073

===============

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You’ll notice that he does several things in this email.

1. The first is a subject line that would get them to open their email. He thanks them, and
welcomes them in the subject line. The highest open rates on any emails you’ll ever
send out occur with the initial “Welcome Email” - so make sure you use a subject line
that makes it clear that email is the official “Welcome Email.” Doing so will increase your
open rates.

2. Next, you’ll notice that the email is fairly short and to the point. You don’t want to
overwhelm the customer with a book-long email. Keep it short and simple.

3. Included is a link that takes the customer to a page on the blog where there is a
welcome video of Dr. Livingston who, again, thanks them for their purchase, welcomes
them to the community, and then walks them through things on the website like the
guarantee, the testimonials page, and the blog.

4. Next, he asks them to hit reply and send back a short message. This is very important. If
someone hits reply to any emails that you send, from then on, your emails will
reach their inbox and your deliverability rates will skyrocket.

5. Next, you’ll notice he’s made it completely obvious how they can get ahold of him,
should they need more help and not want to email. If they want to speak to someone, he
provides the direct phone number - letting them know he’s not a digital-only company,
hiding behind a computer.

6. Lastly, you’ll notice he included a P.S. which soft sells them into another paid product.

I recommend selling something in nearly every email, but putting it into a P.S. and briefly
mentioning it, almost as an afterthought.

Doing this won’t annoy your customers and only those that are interested will click the link and
check out what you’re offering. That’s what you want!

The Social Media Email

The second type of relational-style email is the social media email.

With this type of email, we’ll be directing the prospect or customer to our Facebook page or
group. These days, almost everybody on the planet has a Facebook or some sort of social
media account. Most use it for personal use. So, by connecting with them on social media,
you’re bringing together their online world with their offline world.
Doing that can strengthen a relationship almost instantly.

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Facebook marketer Julie Stoian does a really good job at integrating her Facebook account into
her email marketing. Here is a great example of how she not only delivers her initial optin offer
to her prospects, but also promotes her Facebook page.

Julie currently has over 17,000 members in her Facebook group. While this is smaller than other
groups out there, her members are super active and hang on her every word. They know, like,
and trust Julie. Because of that, she has built an asset that not many businesses have.

Here’s an example of Julie’s initial welcome email:

===============

The subject reads: Goodies Inside!

And the body reads:

Brad,

Welcome to Create Your Laptop Life™!

You've signed up for something free: A workshop, PDF download, guide, coupon, somethin'! I
give a LOT of stuff away, so I figured...regardless of what it is you came for, you can have all my
freebies- right now! #christmas

- If you downloaded The Entrepreneur's Treasure Chest, you can grab it right here!
- If you wanted to watch one of my two workshops - How to Make Your FB ADs Work or
How to Become a Digital Marketer, you can do so here.
- If you opted in for my Facebook Ad Swipe File, you can get that here.
- If you wanted my launch profits spreadsheet, grab that bad boy here.
- If you took my Freelancer quiz, here is the link to the Freelancer Prototype Assessment
Guide & if you never took the quiz, you can do so here.
- If you wanted to read my guide, here's the Complete Quickstart Guide to Becoming a
VA. The guide contains info and LINKS to lots of other free resources and is a
companion resource to my workshop.
- If you wanted to request free hosting, welp - just follow the instructions to email us at
support@createyourlaptoplife.com

Finally, I want to express personally that all of this is a passion project from me - Julie - who is
excited to share with other people, how to find the path to financial and lifestyle freedom.

You don't HAVE to be subject to the corporate grind. There is a future that
is bright, stable, and financially secure in the freelance world, and I want

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to invite you to the ride.

One last thing! My free Facebook group is a great place to get to know me and CYLL (that's the
acronym for Create Your Laptop Life).

Warmly,
Julie

P.S. I send a lot of emails with tips, strategies, discounts, recommended reading, etc. They are
ALL good. I recommend creating a CYLL tab or filter in your inbox so you can read them at your
convenience. However if lots of emails aren't your thing, simply unsubscribe below and hang out
with me on Facebook instead! Do not write to me and tell me I email too much. I know. I write
them. :)

===============

This email is great for several reasons:

1. First, it not only includes a download link to the offer that the prospect opted in for, but it
also includes a bunch of other “goodies.”. As Julie shows, this is a great way to over-
deliver immediately.

2. She also welcomes the prospect to the community and thanks them. It’s human nature
to want to be a part of something. So, by welcoming them to a community, the
relationship is immediately strengthened.

3. Lastly, you’ll notice she makes 2 mentions of joining her free Facebook group. Both
towards the end of the email, as well as in the P.S. Julie hyperlinks various words
throughout her email to the specific pages where prospects can download the items, as
well as join her Facebook group.

The email does use some design and formatting, but it’s used sparingly and is mostly text-
based, so it tends to hit most people’s inboxes - which is obviously what we want as marketers.

The Testimonial Email

The third type of relational email is the testimonial email.

This is a great way to build confidence in the product or service new customers have just
bought. It’s also a great way to persuade those prospects still on the fence that your product will
get them to their desired ‘after’ state.

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One of the most powerful and effective methods of persuasion is simply being able to hear from
someone that has already made the buying decision that you’re about to make.

This is why the “reviews” section of Amazon more than doubled their business in a very short
amount of time. With the testimonial-style email, we’ll be leveraging this method of persuasion
to A) get prospects to ascend up our value ladder, and B) strengthen the level of trust we have
with new customers.

Another great way to use testimonial-style emails is to just list out a handful of shorter
testimonials from people that have bought your product or service in the past. Then send that
email out to current customers, either in the actual “welcome email,” or 1 day after that initial
email.

Doing so is a great way to decrease the dreaded ‘buyer regret’ phenomenon, which will
ultimately lower your refund rates. After a purchase, it’s normal for a customer to use logic to
justify their initial emotion-based buying decision.

So by sending out an email showing how their buying decision worked well for others, you’re
strengthening your relationship with your prospect and reaffirming their decision as the right
thing to do.

In the next section, I’ll show you how content-based emails and relational emails build a strong
foundation for the last and most important kind of email: the Sales email.

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 Part 5
Promotional Emails

Last but not least, the final type of email that you should be sending your subscribers are sales
and promotional-style emails.

These are the emails that leverage all of the hard work you’ve put in and can bear you lots of
financial fruit!

A good analogy I like to use when explaining the dynamics between the first two email types
and the final type is that of your lawn.

I live in Ohio and our winters get pretty frigid. Our lawn goes from having to mow it a minimum
of once a week to never having to mow for months.

In the winter the grass looks sort of brown and pretty dead. Our lawn looks pretty lifeless during
the winter months.

But… did you know that during the winter, grass roots grow the most? The root system grows
and strengthens during cold winter days so that once spring hits, the grass is thicker and
stronger than ever.

The same holds true for email marketing. Those first two email types (content and relational)
strengthen your bond and connection with your subscribers so much that when you get to the
third type of email - the sales and promotional style emails - they work like crazy.

Now let’s get into the specifics of how you can hit it out of the park with this type of email.

Short vs. Long

There are two primary lengths for this type of email. A short email and a long email.

You’ll want to make sure that you switch back and forth between the two lengths to keep your
subscribers engaged (and to test what works best for what you’re selling).

I typically use short promotional emails when selling lower-priced products or giving something
away for free (and then selling something else on the backend). These products fall in the price
range of entry-level or mid-range products.

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With shorter emails, you’ll be promoting products that give a ton of value and are priced lower
than your higher-end products and services - so your subscribers don’t need a whole lot of
convincing before they choose to buy.

If you have a product that satisfies a need and gets your customer easily to their ‘after’ state, all
you’ll need to do is endorse it, briefly describe what it is/what it does, and excite your
subscribers enough that they want to click your link and visit your website.

Well-known internet marketer, Frank Kern, uses short, promotional-style emails very effectively.

Here is a recent email I received from Frank:

=============

The subject read: Your $2997 credit

And the body read:

For a short time, I've given you a $2,997 credit towards my top-selling Ultimate Webinar
Blueprint. (Which makes it completely free for you :-)

I've recorded a short video showing you what's in the training and you can see it here.

NOTICE: this offer expires soon

… so if you want a $2,997 training for free, claim yours here!

Frank

P.S. I'm limiting this because it's all part of a new test. I (briefly) explain the test in this video.

P.P.S. If you were to go to my site, click on the "products" tab, and look this one up, you'd see it
sells for $2997 right now.

But you can get it FREE here.

PAGE | 27
=============

You can see the value of this offer appears to be a no-brainer. There isn’t much explaining
needed to give away a course normally sold for $2,997.

Frank hyperlinks several of the words throughout the email to a web page where he has a sales
video that explains his offer in more detail. He does the actual “selling” on the website and
leaves the email to just get the subscriber to click over to his video.

You don’t need to overthink it. Keep the email short. Explain what it is, why you’re doing it, and
how they can receive it.

If you explain the What, Why, and How in every short promotional email, you’ll be
positioned for success.

The next type of promotional email is a long email.

These are the types of emails that you want to spend a bit more time crafting.

Long emails are generally longer because it takes a bit more convincing and pre-framing to sell
a higher priced product that it would a lower priced product.

It doesn’t have to take forever though. I typically spend anywhere from

25 to 45 minutes crafting a long email.

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After I write long emails, I’ll always read it back to myself, out loud, to make sure that it
reads smoothly and there are no unnecessary words. I highly recommend you do this too.

For these emails, it’s good to:

● Spell out the features and benefits

● Explain the product in detail
● Describe and endorse it vividly

You don’t want to ask your customers to spend a decent amount of money without giving them
plenty of information about what they’re buying. If you don’t provide enough information, at
worst they may resent you, and at best they just won’t buy the product.

Here’s a good example of a long promotional email:

=============

The subject read: How to create video ads in 60-seconds…

And the body read:

As marketers we all know a few things...

#1. Facebook ads are currently the most targeted and effective way to get in front of your
prospects.

#2. Facebook ads costs continue to go up.

#3. Video ads perform insanely better than image ads.

So the question becomes...

How can I maximize my ad spend by lowering my costs, while at the same time improving
engagement and conversions?

Simple. Using Clipman.

Josh Ratta, who invented this new software, gave us early access to do a few test video ads.

Dang. This tool rocks.

We learned early on that video ads outperform image ads around

30-40% better. Which is why we typically use video ads exclusively

PAGE | 29
when advertising on FB.

What's neat is Clipman helps you create attention-grabbing videos ads in less than a minute.

I like to think of it kinda like our EasyVSL app, but for creating video ads.

Loads of templates and audio/song tracks to choose from, plus it's all integrated with FB ads, so
working inside Clipman and getting your new video ad up and running is SUPER simple.

Massive time saver, plus the videos look stunning.

Josh is running a lifetime deal for a short time on the Premium plan (which includes unlimited
renders).

After this promotion, the price will go up to $37-$97/mo depending on the plan you choose.

Checkout Clipman and start creating your video ads with ease - in less than 60 seconds.

To your online success,

Mark Thompson

P.S. We also have a bonus package if you do decide to grab Clipman through our link. You'll
receive 3 bonuses to help accelerate and maximize the Clipman tool for your marketing efforts.

Go and check out our bonus package.

=============

PAGE | 30
You can see that Mark has done several things very well in this email.

1. He’s written a subject line that’s intriguing enough to get someone to open the email.

2. He’s started the email with 3 important points that he frames as being true (which may or
may not actually be true), but it’s framed as true because believing those 3 points would
cause someone to be better positioned to purchase the product being promoted.

3. He’s spoken about the problem and described the solution in a very succinct way with no
wasted words.

4. The email is mostly text, yet he does include 1 image to increase engagement.

5. He includes a bit of scarcity when he says: “After this promotion, the price will go up to
$37-$97/mo depending on the plan you choose.”

6. Lastly, in the P.S. he includes some additional value for his subscribers to incentivize
them to purchase the product.

By combining all of these elements, I’m sure this promotion did very well for him.

Remember, when crafting your emails, variety is key. This is especially true for promotional-
style emails.

If an email shows up in your subscriber’s inbox and you think they would say, “hmm… yet
another sales pitch from Joe…” you know you need to start sending more of the other 2 email
types (content and relational emails) to your subscribers.

Make sure your promotional emails have plenty of variety and aren’t predictable. Vary the
lengths. Add stories to some. Don’t in others. Use shocking subject lines in some. Use more
traditional peer-to-peer subject lines in others.

Lastly, never send several sales emails in a row. Always mix it up! It’s good to rotate between
the three types of emails you’ve learned about: Content, Relational, and Promotional. Keep your
subscribers guessing – so they’re always curious about what good stuff you’ll be sending them
next.

PAGE | 31
Next Steps

Now that you know how - and more importantly, why - you can start implementing each of the
three types of emails (Content, Relational, and Promotional) into your own email marketing
campaigns.

Remember, you’re emailing a real-life person, not just a list of names. If you act like you would if
you were building a real in-person relationship with that person, you’ll find that your business
naturally performs better.

If you apply these concepts to your Return Path, your email marketing will evolve into a
relationship-building and money-generating machine. Your subscribers will not only buy more
from you, they’ll be more likely to rave about your business to others as well.

If you're interested in learning ALL of my online business building strategies join me on my free
web class where I share how I accidentally discovered (in an "old school" video game) a special
system I've used to build 5 different multi-million dollar online businesses and how you can copy
it all for yourself... even if you've struggled in the past to get anything to work.

Join me on the web class for FREE!

https://1methodmastery.com/webclass

~ Brad Callen

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