E

How to Build an

Email
Strategy
to create buyers & raving fans
effortlessly

BOX for BOSS

 ARE YOU READY TO GET YOUR FIRST 1,000
EMAIL SUBSCRIBERS AND CONVERT THEM INTO
SALES?
Well, get excited, because this Value Training will show you exactly
how to do just that. Building your email list is an incredibly powerful
way to connect with your audience, gain visibility for your offerings,
and sell your ideal clients or customers into the best products for
them. This is the place to provide value, gain insights and key data,
track your growth, and build your brand.

Regardless of if you’re starting with zero subscribers or you have a list

of thousands, this Value Training will help you understand how to
build your list with ideal clients, warm them up, and convert them into
raving fans and hot buyers. Unlike Instagram or Facebook, your email
list is something you actually own and have control over… so having a
highly effective strategy for this area of your business is essential to
your growth and success!

In this Value Training, you’ll learn: 

The foundational systems and tech you need to get started
How to structure your opt-in pages and thank you pages for your
lead magnets
How to create high-converting lead magnets 
How and where to promote your lead magnets to bring ideal clients
to your email list 
How to nurture your new subscribers and build your weekly
newsletter 
How to build your email sales funnel and prime your audience to
purchase your products or services 
How to create urgency and scarcity in your email funnels to drive
conversion

BOXFORBOSS.COM
VALUE TRAINING CONTENTS

Please be sure to dive into each VIDEO “lesson” while you read the
accompanying portion of this workbook. We are so excited to see
what transformations unfold for you!

PART 1: How to Get Your First 1,000 Email Subscribers

The Foundational Systems & Tech To Set Up
How to Get People ON Your Email List Using Lead Magnets
How to Nurture Your List & Build Your Welcome Sequence

PART 2: How to Convert Them Into Sales

How to Build An Evergreen Sales Sequence
How to Build High-Converting Launches & Sales Campaigns

BOXFORBOSS.COM
 MEET YOUR GUEST EXPERT
Estèle Merrot
CHIEF EXECUTIVE OFFICER
aka The Marketing Queen at BOX for
BOSS
Estèle Merrot is the current CEO here at
BOX for BOSS with over 8 years of
experience in marketing, sales and events,
working with 7 & 8-figure brands like
VOGUE, LVMH to create recurring revenue
through sales and marketing strategy.
She’s not only a fabulous leader but also
the creative brain behind BOX for BOSS'
most successful campaigns and cash
injections. Learning from her expertise
promises to be an enriching experience

Follow Estèle on Instagram @EsteleMerrot

BOXFORBOSS.COM
 Part 1
HOW TO GET YOUR FIRST 1,000
EMAIL SUBSCRIBERS

Be sure to watch the videos for Part #1 in your Success Kit

Building your email list is one of the most important things you

can do in your business. Unlike Instagram, Facebook, or Youtube,

you actually have more control over your email list and own that

domain!

Your email list is the place to connect with your audience, build

rapport, share valuable and exclusive insights, AND sell your

products, services, and programs.

Building your email list with ideal clients and customers will set

you up for massive and long-term success in your business, as it

allows you to sell with confidence and share resources that will

add value, build your brand, and lead to very happy customers in

the future.

So let's dive in and talk about exactly how to get your first 1,000

email subscribers to join your list!

BOXFORBOSS.COM
THE FOUNDATIONAL SYSTEMS & TECH SET UP
In order to build your email list, you'll need a few things! We don't

recommend spending a ton on systems and automations, especially if

you're in the beginning stage of your business... but there are 2

important things you'll need to get started:

#1 – A SIMPLE OPT-IN (AKA YOUR LEAD MAGNET)

& THANK YOU PAGE
Firstly, you'll need a way for someone to opt-in to your email list. This

is also called a lead magnet. We use Clickfunnels for this, as it's SO

easy to use and has tons of pre-build templates that you can plug your

content directly into. They've also done a ton of conversion testing for

their pages, so you can be confident that your page is set up for high

conversion. Here's an example of what your lead magnet opt-in page

and thank you page can look like. Remember, keep it simple!

On the lead

magnet opt-in

page, collect

their name &

email address.

On the thank you

page, tell them

what to do next

or provide a CTA

Button.

BOXFORBOSS.COM
THE FOUNDATIONAL SYSTEMS & TECH SET UP CONT.

WHAT TO INCLUDE ON YOUR LEAD MAGNET

OPT-IN PAGE:

A title to show what someone gets when they opt-in (the title of the lead
magnet).
A short description of what's included (think: what's in it for them?).
A photo of you or an image showing what they get.
A place for them to submit their name and email address to subscribe.
A colorful button for them to click and opt in.

Pro Tip: Keep it simple by using a pre-built opt-in page template that's
already been tested for conversion.

WHAT TO INCLUDE ON YOUR THANK YOU PAGE:

Acknowledge them for opting in and say thank you!

Share the next steps and what to expect.
Share the email address they should look out for and add to their
contact list (so your emails come to their inbox and not spam).
Share a button with a CTA if you'd like. Examples: link to your free
Facebook group, link to your podcast, link to your blog, etc.

Pro Tip: You can give the subject line of the email they'll receive on
this page, as it tells them exactly what to look for in their inbox.

BOXFORBOSS.COM
THE FOUNDATIONAL SYSTEMS & TECH SET UP CONT.

#2 – SET UP YOUR EMAIL SYSTEM

Secondly, you'll need an email system to collect your new subscribers

and send them communications. We use Flodesk as our team system
here at Box for Boss.

Here are a few things to consider when setting up your email list:

Make sure your first email in the sequence automatically

delivers them the resource you promised on the opt-in page.
For example, if someone opted in to get your free ebook, be sure to
provide a link for them to download it in their first email.

After the automated email delivers the lead magnet you promised
to your subscriber, you can either:
(a) add the new subscriber to your general "welcome series"
automation where you can deliver valuable resources, build a
relationship, and introduce your brand to your audience; or
(b) follow the delivery email with an evergreen sales funnel.
[We'll talk about this in Part #2 of this workbook!]

Remember to always send yourself a test email to check that all

links are working properly, that everything is spelled correctly, and
that there are no small errors in the email.

Always check the SPAM filter on your emails before sending. Most
systems will tell you if your email may get flagged as SPAM based
on the contents.

Remind yourself to check the "reply email address" on a daily basis

to see if any of your new subscribers have responded to your email.
Whilst building your list, you want to create a connection and build
a relationship with your audience, so feel free to reply back to a few
people and show that there's a real person on the other side of
these emails... because remember, people buy from PEOPLE.

BOXFORBOSS.COM
HOW TO CREATE YOUR LEAD MAGNET (OPT-IN)

Now that you have the foundational tech set up, it's time to build a
lead magnet that will attract your ideal client or customer to join your
email list. Lead magnets – also referred to as "freebies" – are an
amazing way to build your email list, whilst providing a ton of value to
your ideal client or customer.

Here are a few types of lead magnets you could create:

A checklist
A mini ebook
A fun quiz
A step-by-step guide
An exclusive video series
A plug and play template
A multi-day challenge
A word for word script

Your lead magnet should be incredibly valuable and completely free.

The only catch is that a person needs to opt in to your list, in order to
receive the lead magnet.

Here are a few ways you can promote your lead magnet:
Share your lead magnet on your social channels. This could mean
sharing it on Instagram Stories, during a Facebook Live, in your
Youtube video description, or on LinkedIn. Make sure you're
posting in a place that your ideal client or customer will see!
You can run ads to your lead magnet to drive new traffic. This could
mean setting aside a small daily budget to bring people to your opt-
in page. This is an amazing way to get new people to interact with
your content and fill your email list with potential buyers.
You can write a blog post and have the CTA at the end go to your
lead magnet opt in page. As long as your blog post is talking about
a similar topic to your lead magnet, this is a great next step for your
reader to take.

Be sure you're sharing your lead magnet in places where your ideal
client or customer is hanging out. If it's valuable, free, and easy to get,
people will opt in and join your list.

BOXFORBOSS.COM
HOW TO CREATE YOUR LEAD MAGNET CONT.

Now that you know the different types of lead magnets, let's get

creative and brainstorm some freebies that you could create for your

business! Fill in the space below and fill it up with your ideas:

What topics can you create a lead magnet for?

What types of lead magnets will you create?

Where can you promote your lead magnets?

BOXFORBOSS.COM
NURTURING YOUR EMAIL LIST

When it comes to nurturing your email list, you always want to think

about leading with value first, learning about your audience, asking

great questions, and providing relevant resources on a consistent

basis. There are two great ways we recommend you nurture your

email list:

1. Send out a weekly newsletter

This is an amazing way to share new resources, freebies, updates,
and announcements with your audience. You can promote your
new webinar, share about your latest podcast episodes, or invite
them to take a survey. This is your opportunity to consistently add
value and build your relationship with your subscribers.

A few tips to keep in mind:

Send your newsletter on the same day of the week.
Pick your newsletter frequency and stick to it. (Ex: 1x per week,
1x per month, or 1x per quarter)
Track your conversion rates and optimize your newsletters
often. Look at open rates, click rates, and unsubscribes.
Have people reply to your newsletter, so it whitelists your email
address in their email inbox.

Brainstorm a few ideas for your first newsletter:

BOXFORBOSS.COM
 NURTURING YOUR EMAIL LIST CONT.

2. Follow a 5-part value sequence

You always want to add more value than asking your audience to

do things. This simple yet highly effective 5-part email sequence

will help you take the guesswork out of the types of emails to send
to your list. This formula is amazing for building a relationship,

adding value to showcase your expertise, and starting to promote

your products, programs, or services.

Here's how it works:

1x QUESTION 3x VALUE 1x LINK

EMAIL EMAILS EMAIL

You can have these emails go in ANY ORDER and repeat it over and
over again. Hello to your new rinse & repeat formula for writing

emails!

Here's an example of how this could look for a yoga studio:

Email 1: My favorite morning meditation (VALUE #1)

Email 2: A yoga pose to detox your liver (VALUE #2)
Email 3: How many times per week do you do yoga? (QUESTION)

Email 4: Here's a link to join my webinar (LINK)

Email 5: How to stretch your low back (VALUE #3)
– RINSE & REPEAT –
Email 6: What's your favorite yoga pose? (QUESTION)
Email 7: Sign up for my free yoga in the park (LINK)
Email 8: How yoga boosts your mood (VALUE #1)
Email 9: Partner yoga tips (VALUE #2)
Email 10: My 1-minute go-to yoga pose (VALUE #3)

BOXFORBOSS.COM
NURTURING YOUR EMAIL LIST CONT.

Here are a few important tips to keep in

mind when it comes to your 5-part email
sequence:
This email is all about asking a question to get

1x QUESTION to know your audience better. Ask them things

EMAIL that will help you learn about their challenges,

desires, businesses, goals, and more. The

answers to these questions will help you sell

them the RIGHT products. PRO TIP: Tag people

based on their response, so you can speak

more specifically to them.

These emails are all about adding value.

3x VALUE PERIOD. There shouldn't be links in these

emails (if possible), because your goal here is

EMAILS
to add value right in their inbox. Meaning, you

provide the value in your email! This allows

your audience to stay in their email inbox and

not be pulled away into another direction

because they want to see your tip or resource.

The more value you give, the more your

audience will trust you and open your emails.

This email is for you to share a link and take

1x LINK them somewhere! This could be a link to

EMAIL subscribe to your Youtube channel, register for

your webinar, download a freebie, take a

survey, etc. You get the point! This is your CTA

and should be very clear and specific, so your

audience knows exactly what to do.

BOXFORBOSS.COM
NURTURING YOUR EMAIL LIST CONT.

It's time to brainstorm! Fill in the space below and start to ideate on
what you can share with your email audience.

What value can you provide in your emails?

What questions can you ask your audience?

What calls to action do you want to share?

BOXFORBOSS.COM
 Part 2
HOW TO CONVERT THEM INTO SALES

Now it's time to convert those subscribers into sales.

 
Be sure to watch the videos for Part #2 in your Value Training

The ultimate purpose of building your email list is to (1) create an audience
of targeted ideal clients who know, like, and trust you enough to (2) buy
from you. Now that you've learned how to build your list, we're going to talk
about how to nurture them into buyers.

Your audience of email subscribers can become a gold mine of ready-to-buy,

ideal leads for all of your current and future products – if you know how to
prime them for a sale.

So take a 2-minute dance break, get into a high vibe, and get ready to learn:
How to Build An Evergreen Sales Sequence
How to Build High-Converting Sales Campaigns 

Seriously –– go take a dance break!

Then let's dive in...

BOXFORBOSS.COM
HOW TO BUILD AN EVERGREEN SALES SEQUENCE

In Part #1 of this workbook, you built your lead magnet opt-in and you
created your email automation to deliver it. Now, let's make money!

After the automated email delivers the lead magnet you promised to
your subscriber, you can either:
(A) add the new subscriber to your general "welcome series"
automation where you can deliver valuable resources, build a
relationship, and introduce your brand to your audience; or
(B) follow the delivery email with an evergreen sales funnel.

Option A is great if your products or services are always changing

(e.g. seasonal or one-of-a-kind products). It's also a great option if your
lead magnet is more general to your niche.

However, if you have products or services that are available year-round

(aka "evergreen"), then the absolute best thing you can do is create a
lead magnet that is the perfect lead-in to your paid offers.

This empowers you to use a targeted lead magnet to build out a

powerful evergreen sales sequence, which can become an incredible
passive, automated income source for your business.

So let's get into Option B (because I know you want sales on auto-pilot!)

1. List your always-available "evergreen" offers:

BOXFORBOSS.COM
HOW TO BUILD AN EVERGREEN SALES SEQUENCE CONT.

2. Choose one evergreen offer, then brainstorm

ideas for lead magnets that an ideal buyer (for that

specific product or service) would want from you:

3. Follow the lead magnet delivery email with

an evergreen sales funnel.
After the automated email delivers the lead magnet you promised
to your subscriber, continue the email automation by adding a

sequence of emails designed to nurture your lead, introduce your

brand, and prime them to buy our evergreen product or service.

There are many ways this can look, and it can look very different

depending on your niche and the offer you are promoting in the

evergreen sales sequence.

Note: Offers with higher price tags may require more emails in a

sequence in order to fully nurture a lead into a buyer.

On the next page, we're sharing a sample 15-email sequence.

Yours may be longer or shorter, so use this as a general guide,

BOXFORBOSS.COM
HOW TO BUILD AN EVERGREEN SALES SEQUENCE CONT.
This sequence may look something like this:
Email 1: Deliver the lead magnet they opted-in for.
Email 2: Share more free value relevant to their interests.
(e.g. In the form of a story, quick tips, or sharing links to other
targeted content you've created such as a blog post or podcast.)
Email 3: Introduce yourself and/or your brand.
(e.g. Who are you & why should they care? What's in it for them?)
Email 4: Provide more free value to support your new lead.
Email 5: Introduce your product/service. Share who it's for – and
who it's not for! *Note: Include a strong call-to-action to make it very
clear what you want them to do next. (For example, a link to the sales
page for your product or service, or a link to schedule a free call.)
Email 6: Sell the transformation of the product and what they’ll
experience if they purchase it.
Email 7: Sell the benefits of the product or service, and explain the
value of what they'll be receiving. (Show that the value they'll get is
way higher than the investment they'll pay.)
Email 8: Share testimonials, reviews or social proof from people
who have been through the transformation or used the product.
Email 9: Sell the transformation of the product again, and show
them what they’ll experience if they purchase it.
Email 10: Share testimonials, reviews, or social proof again.
Email 11: Ask them if they have any questions about the offer.
Encourage them to hit "reply" and ask you anything!
Email 12: Answer common objections or frequently asked questions.
Email 13: Remind them why it's so important for them to buy now.
What is the cost of NOT investing in your product or service?
Email 14: Send a "last chance" email to let them know this is the last
time you'll be emailing them about this offer.
Email 15: Close it out by sharing more free value. Offer another
lead magnet, send them free tips, or ask them to connect with you
on social media. (These people need more time & nurturing!)

BOXFORBOSS.COM
HOW TO BUILD AN EVERGREEN SALES SEQUENCE CONT.

A few tips to keep in mind when creating your sales sequence:

Always include a strong call-to-action to make it very clear

what you want them to do next.
(For example, a link to your offer or to follow you on social.)
Add a delay of 1 to 3 days between each email.
(Make sure your automation is properly set up so it doesn't
send all 15 emails in one day!).
Make sure that their email address is automatically removed
from the sales sequence once they've purchased the offer.
(You'll set this up by creating "tags", "rules", or "conditions",
depending on the email provider you use.)

4. Track the performance of your sales sequence, so

you can tweak it and optimize it to make more sales.

Your first-ever evergreen sales sequence may not be perfect. That's
ok! (And, truly, there's no such thing as "perfect" in business or life!)
Once you've set it up, schedule reminders to review it ocassionally to
see how it's performing. You'll want to track:
Open rate: How many people opened the email?
Click-through rate: How many people clicked a link in the email?
Conversion rate: How many people bought through the email?

At first, you might start off checking this every week or two, so you
can tweak any emails that aren't performing well. Then check it
every month (or every quarter) to review it and see how you can
continue optimizing it to bring in more sales. If an email has a low
open-rate, test out a new subject line. If an email has a low click-
through rate (CTR), try out a new call-to-action.

BOXFORBOSS.COM
HOW TO BUILD HIGH-CONVERTING LAUNCHES AND
SALES CAMPAIGNS
Whew, you did it! You've set up a passive source of income by creating an

automated evergreen sales sequence to run in the background of your

business at all times, consistently bringing in new sales.

But what about offers that aren't evergreen? We've got you covered!

If you have offers that are not available year-round (such as a limited-time
product or a service that has a specific enrollment period), then you'll want

to create a sales campaign.

A sales campaign generally runs for a limited period of time (such as a

special promotion), similar to a launch.

A launch is a period of enrollment for or sales of your product or service..

A sales campaign can be as short as 1 to 4 days, whereas a launch will

generally run for a long period of time such as 5 to 14 days.

These email campaigns will be scheduled to send on specific dates (not

automated like the evergreen sequence we discussed previously).

This is the perfect way to create a quick "cash injection" for your business!

If you look in your inbox right now, chances are you'll find a ton of emails

that fit into this category of a sales campaign designed to create a quick

cash injection for the business that's sending the email to you.

For example, these might look like:

Flash sales or expiring offers
Free shipping or returns
"Buy 1, get 1 free" offers
Limited-time discounts or coupons
Holiday promotions
Free gift with purchase
"Triple Reward Points Day"

On the next page, we're sharing samples of what these campaigns might

look like. Remember: Yours may vary, so use this as a general guide,

BOXFORBOSS.COM
HOW TO BUILD LAUNCHES & SALES CAMPAIGNS CONT.

A 3-day flash sale campaign may look something like this:

Day 1
Send the 1st email: "This offer is only available for 72 hours!"
Announce the limited-time offer for your product or service. 
Let the reader know the time & date that the offer expires.
Share who it's for – and who it's not for!
*Note: Include a strong call-to-action to make it very clear what you
want them to do next. (For example, a link to the sales page for your
product or service, or a link to schedule a free call.)

Day 2
Send a 2nd email: "Offer ends in 48 hours."
Share the transformation + benefits + social proof.

Day 3
Send a 3rd email: "Offer ends in 24 hours."
Share more social proof.
Pro tip: Add a countdown timer into this email!

Send a 4th email:

Send a "last chance" email to let the reader know the offer ends in
12 hours, and this is the last time they'll be able to get this special
offer before it expires.

Day 4
Send a 5th email: This one should be pure value!
For anyone who didn't purchase, we want to continue nurturing
them to increase their trust in us. For this email, you might send a
lead magnet or tell a relevant story to get them to know, like, and
trust you more.

BOXFORBOSS.COM
HOW TO BUILD LAUNCHES & SALES CAMPAIGNS CONT.

A longer 10-day launch campaign may look something like this:

Day -3: Share free value relevant to their interests.
(e.g. In the form of a story, quick tips, or sharing links to other
targeted content you've created such as a blog post or podcast.)
Day -2: Re-introduce yourself and/or your brand.
(e.g. Remind them who you are & why should they care.)
Day -1: Provide more free value to support your new lead.

Day 1 (LAUNCH DAY): Introduce your product/service! Share who

it's for – and who it's not for! + Include a strong, clear call-to-action.
Day 2: Sell the transformation of the product and what they’ll
experience if they purchase it.
Day 3: Sell the benefits of the product or service, and explain the
value of what they'll be receiving. (Show that the value they'll get is
way higher than the investment they'll pay.)
Day 4: Share social proof, reviews or testimonials from people who
have been through the transformation or used the product.
Day 5: Sell the transformation of the product again, and show them
what they’ll experience if they purchase it.
Day 6: Create urgency and/or scarcity. Using a countdown, explain
the cart is closing and they’ll never be able to receive this exact same
offer again. Encourage them not to miss their spot!
Day 7: Share social proof, reviews, or testimonials again.
Day 8: Answer common objections or frequently asked questions. +
Ask them if they have any questions about the offer. Encourage
them to hit "reply" and ask you anything!
Day 9: Create urgency & remind them why it's so important for them
to buy now. What is the cost of NOT saying yes to your offer?
Day 10: Send a "last chance" email. (You can send 2 emails today!)
Day 11: Close it out by sharing more free value. Offer a lead
magnet, resource, free tips, or ask them to connect with you on
social media. (These people need more time & nurturing!)

BOXFORBOSS.COM
HOW TO BUILD LAUNCHES & SALES CAMPAIGNS CONT.

Tips to keep in mind when creating your sales campaign:

Always include a strong call-to-action to make it very clear

what you want them to do next.
(For example, a link to your offer or to follow you on social.)

Create social proof through testimonials, reviews, screenshots,

photos, or other user-generated content that shows people
loving your incredible product or service.

Add a delay of 1 to 3 days between each email.

(Make sure your automation is properly set up so it doesn't

send all 15 emails in one day!).

When choosing who to send the email campaign to each day,

exclude the email addresses of people who have purchased
the offer since the promotion began. (You'll set this up by

creating "tags" or "lists", depending on your email provider.)

Create urgency by adding a countdown timer to your emails

and/or sales page, so people can see exactly how many days,

hours, minutes & seconds are left until the offer expires!

Create scarcity whenever possible.

Is your offer or coupon limited to the next 75 buyers?
Do you only have 30 more of the product in stock?
Are there only 10 spots in your seasonal program?
Let people know that they need to hurry up and grab this
offer before it's gone and they miss their chance!

BOXFORBOSS.COM
 You did it!

Congratulations on

completing this

Success Kit.

You are now ready to build your email list with your ideal
clients and customers, and then convert those subscribers
into buyers! Use the tools in this guide to remove the
guesswork and keep you on track towards your big goals.

Remember to celebrate all of your successes along the

way, keep track of your progress, and continue to take one
baby step forward at a time!

We are here to answer your questions and support you

along the way, so please join us inside the private Circle
Facebook Group to ask your questions and share your
wins. We can't wait to connect with you and hear how you
loved the training inside this Value Training.

You've got this, and we believe in you!

XO

Estèle, Alex, & the Team

BOXFORBOSS.COM