The No-Fail Way to Rewarm Your Email List

Now, I’m sure you’ve seen those sleazy emails from brands that blame you for not interacting with their emails. I know that’s not your style. So let me first say, you are not in any way alone. I have had many clients come to me with a cold email list and a confused look on their face. “Ashley, how do I rewarm my email list up?”

How can you reach back out to your subscribers in a heart-centered way? Don’t worry, it’s pretty easy.

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Why did they become cold:

Before we get into how you can rewarm your list, let’s get into why they became cold in the first place. When it comes down to it, people go cold for many different reasons. For some of my clients, they just left them cold by not emailing them. For others, it could be because of inconsistent frequency, lack of content that interests them, or “fill in other unknown reasons” here. Let’s be honest, the reason isn’t the important part.

The most important thing to remember here is not to take it personally. And how do you handle it? Sometimes people accidently add you to the Unroll.me list. It’s tech and it happens. But I want you to then shift into taking responsibility to bring people back in.

Most email marketing platforms will automatically segment your cold subscribers. Don’t worry, you don’t have to look at every single one. So let’s dive into an example!

Here’s the email example:

Subject: hey I’m sorry!

Hey {first_name}, 

I have totally missed the mark somehow as you haven’t opened or clicked on my emails in the last 90 days or so.

My mission is to help you achieve ____, ____, and ____. If you are still interested in receiving my emails, all you have to do is click here to stay engaged on my list. If not, no biggie, you can unsubscribe below if I’m no longer your cup of tea.

Hit reply and let me know what I could have done differently to help you?  

{closing}

I sent this and it didn’t work…

I’ve shared this email with many people and they have come back to say, “so they didn’t all click or open it!” That’s not the goal…you only want to only bring back the people who want to be there. Don’t get caught up in the lie that you need a huge list. You only need to focus on the people who want to be in your world. 

From this point, you can send two additional emails if you would like. Simply segment out those who have already clicked on the previous ones. Once they have completed the emails, anyone less should be downloaded and then removed from your list. You can use that list to then do a retargeting ad later down the line if you would like.

Alright, now go for it!

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Let’s set the stage. According to Campaign Monitor’s 2020 report, the average open rate is 17% for US senders.  Different industries have different open rates, so don’t feel like 17% is the best it can get. I’ve seen clients with 40%+ open rates because they have solid relationships with their subscribers. The potential to stand out and dominate in your space with email is there. Let’s dive into how you can do this for yourself.

How to Create a Relationship With Your Email Subscriber (and skyrocket your open rates!)

Consistency is key

Every time I used to hear this, I would roll my eyes. Well, duh, of course consistency is important when you want to create a relationship with your email subscriber. But at that point, I wasn’t being very consistent with anything in my business. Now that I have shifted into being more consistent across the board, massive shifts have happened in the past few months. The same can happen for you in email. 

Consistency for you can mean whatever you want it to mean. If that looks like sending one campaign a month, awesome. Maybe it is once a week, perfect. You set the pace and run that race. When you’re building a relationship with someone, creating those key touch points are crucial.

You don’t start dating someone and reach out sporadically… there is usually a pace you are communicating at to keep it going. Do the same with your list. Focus on batching your campaigns in order to get ahead and keep it flowing. This creates an expectation and your subscribers will start to pay more attention if you consistently show up in their inbox.

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Tone makes all the difference

For many of us, we come from a corporate background. I know when I first started writing emails, they were very bland. No personality. Just straight to the point and quite boring. Listen, even though we are taught to write that way, nobody wants to read those types of emails. 

Instead, focus on writing as if you are writing to your best friend. Even as I write this blog post, I’m focusing on writing as if I was sitting down with my BFF Diana and sharing this information with her. All in all, make sure you show your personality, keep the tone conversational, and focus on talking TO your subscriber and not AT them.

If you have a major writer’s block surrounding your tone, use the voice note option. Record yourself saying the things, transcribe it, and clean it up for your email. This can usually help get your brain going with the extra mindset drama that comes with it.

Subject lines that pique interest (but are not misleading!)

Want my #1 subject line hack? Keep it simple. Seriously, so often we try to think of these super clever subject lines. We use generators, do hours of research, and quite frankly, my best subject line ever was “hey.” It can be THAT simple. 

Keep an open loop with your email subject line. Another idea is, “you won’t believe this…” and it could be about an event that happened such as your toddler putting ketchup on your new white pants. 

On the flipside, I always mention the importance of never being misleading. I’ve seen companies send out emails that reference an appointment or an invoice that doesn’t actually exist. It frustrates the subscriber and can create a ding in your integrity. Be creative, funny, and clever, but always relate it back to the content in the email.

Building a relationship with your subscriber really boils down to being consistent, creating a conversational tone, and using subject lines that pique their interest. We always want to put our best foot forward and by following these three tips, you can easily skyrocket your open rates in no time!

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Simplify Email Marketing as a Service-Based Business with this Roadmap

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When it comes down to it, most people complicate the strategy or the roadmap. It’s easy to overwhelm yourself with a huge funnel map, with a ton of tags, and sequences that lead to nowhere. So the big question is…how do you create a simple roadmap? 

• Let’s start with the basics…do you have an opt-in and welcome email set-up? (If not, click here to my post all about setting it up in less than an hour!)

• Once you have checked off that piece of the puzzle, we are then going to establish the end goal, which is your sales sequence. (I share exactly how to write it without the sleaze here!)

But wait, what goes in between? Don’t worry, I will get to that part. For now, I want you to see that you currently have a start goal (opt-in) and end goal (sales) ready to roll. This takes out the additional guessing game. We have clear boundaries set up, and we are now going to fill the empty spot in between these two sequences.

Let’s dive into the middle now, shall we?

Making your nurture emails double stuffed awesome

You may have guessed it; nurture emails are the missing middle link. So often we go from the welcome email to the sales sequence and we forget to take our ideal clients out on a date. You know how they say that someone has to know, like, and trust you before they buy? In my opinion, they need time to be nurtured to get to the KLT stage.

At the end of the day, those middle emails are the peanut butter to your jelly and I’m going to show you an easy way to make your nurture emails double stuffed awesome. (Because who doesn’t love the double stuffed Oreos over the normal kind?!)

Let’s start with the subject line. Rule #1 and my only rule: it needs to be catchy and personal. Shorter subject lines always win in my opinion. Add a sprinkle of personalization and you’re golden sister. 😉 

On to the main event…

When it comes to the actual content of the email, I want you to answer the following questions: 

1. What does your ideal client currently feel right now? Ex. frazzled, confused, lost etc. 
2. What action is your ideal client currently taking because of that feeling? Ex. scrolling Pinterest to avoid doing the real work because she feels confused. 
3. What is one thing they can do to help them not feel X? Ex. Instead of scrolling Pinterest, pull out your journal and write how you currently feel.
4. Link the next step….so what is it? Ex. Book a call, watch this video to learn more, read this blog post for more tips etc. 

This four part formula will help you create simple and effective nurture emails for your ideal clients. The goal is to relate to how they feel and the actions they are currently taking. This allows you to hit them right in the heart and give them a solid tip/advice by linking to their next step to solving that issue. 

Write 4 of these nurture emails to start, then add more as you would like to create your nurture sequence. (Also known as the missing link between your welcome and sales sequences!)

You simplify email marketing by having a clear path from opt-in to offer. This right here will get you started and don’t forget to tag your audience as they engage as well too! (More about tagging right here!) As you dive in or have questions, hit me up in my free group linked below. I’m always happy to give feedback!

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Writing your First Sales Sequence (without the sleaze!)

Before we dive into the meat of writing your sales sequence. I’m sure you have one lingering question as a newbie to sales sequences…how many emails and words per email should I have? 

Commonly, sales sequences are made up of eight emails with closing cart emails at the end of the sequence. Your word count will vary based on your writing style and how much information your audience needs. I don’t want you to get hung up on how many of anything when it comes to writing your sequence. Don’t question how many testimonials to include or even how many times you mention the same bonus. Just go with the flow with these. We can always improve and tweak later.

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Phase 1: Pre-Launch

This stage is SO incredibly important when it comes to launching your sales sequence. The last thing you want to do is throw your audience into a sequence without any sort of transition or warning. This is an easy way to kill the buzz and confuse your audience. Pre-launch emails are the best way to bridge the gap while also ensuring that you are warming up your audience for the launch specifically. 

I usually recommend three emails in the pre-launch stage. In these three emails, I want you to focus on debunking a common myth/belief they have about what you are offering. Let’s take a money mindset course for an example. 

Your ideal client may believe:

• That working on her mindset will create more money in her life. 
• Spending money on this course takes away from being able to grow her audience and make money. (This would be a great opportunity to talk about the importance of investing!)
• They are not worthy of creating more money in their lives.

Now these are just examples and you can customize to fit for your ideal client. If you have a waitlist, start to sprinkle in info about joining the waitlist for something exciting. Otherwise, link them to an amazing piece of content (blog, podcast, or live) where they can learn more and dive deeper into the subject. At the end, add in an action section where someone can take one action towards what you tried to debunk. Make sense?

Phase 2: Launch Baby!

Here we go! Here’s where the money money of your sequence starts to take place. Historically, based on the 50+ sequences I have written, people buy towards the end of your sales sequence. What I like to do in the beginning is stack the cards in your favor and focus on really painting a picture of what you’re launching. I am going to outline what the next three emails in your launch sequence should look like. Feel free to write several of these and focus on different results. 

Launch email #1 – share the backstory of how and why your offer was created and outline the steps on how to purchase. In this email, focus on highlighting bonuses and when they expire. 

Launch email #2 – focus on how you save your audience either time or money with your offering. This should be a comparison of “hey, you can do it yourself, OR you can take the shortcut and purchase this offering!”

Launch email #3 – results are the key to this email. If you don’t yet have results from the specific offer, focus on painting a picture comparing their current state to their state after your offering. Use other testimonials for social proof and credibility. 

This email sequence outline works well for live or evergreen launching. You are taking them through a journey and painting the picture for them. There are TONS of additional emails and tricks you can do (like adding in more pre-launch emails for a longer launch!) but for now, focus on writing these 6 emails. Next, move to the closing cart emails.

Phase 3: Closing Cart

You don’t have to have a solid date to close the cart. You can “close” your cart at any time to create scarcity. But don’t lie and say “one spot left” if there isn’t just one spot left! Always focus on the bonuses expiring or how the offer price will go up. 

For closing cart, I recommend sending four emails in the last 24 hours that your offer is available (7am, 1pm, 7pm, and Midnight). They should be, on average, 130 words, and highlight the bonuses in every single one. Yes – at this point, word count does matter. The worst closing cart emails out there are lengthy and bore the reader by giving them the same information as the previous six emails did. Focus on writing the information just a tad differently in each email to keep the content fresh and engaging. 

And from there, you are good to go. We ended up with 10 emails, but closing cart emails are quick and easy to write…so we can count them as just two. 😉

After you have your emails completed, you can set them up in an automated sequence or inside of your broadcasts for a live launch. Enjoy writing and seeing the results from your first ever sales sequence!

Want to learn tips about making email marketing work for your business? Click here to join Ashley's Facebook Group!

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Email Marketing Strategies | How to Tag Your Email Subscribers for Profit

Holy guac, I’m seriously so excited to dive into tags with you today. Instead of just having a bunch of subscribers and not knowing Sally from Pam, tags are a great companion as you learn more about your subscribers. Funny thing is that I have clients come to me with lists of 5k+ email subscribers and with barely any tags. Even if you only have a few hundred subscribers, this is the best time to get started. Let’s first dive into what tags actually are and how I use them for my clients.

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What are tags?

Those of you who are super OCD or just love some good organization probably love labels too. You label your emails, your documents, and even the containers in your pantry. Tags work just like labels do. Add and remove them as subscribers take (or don’t) take actions within your emails and sequences. Subscribers can have a lot of tags or just a few depending on your tagging strategy. 

A quick word of warning – only create tags for items that can help you determine where someone is on your customer journey. Tracking if someone clicks on a blog post is only helpful if it helps you determine what a subscriber is interested in. In fact, one of my clients had more than 300 random “clicked link” type tags, but in reality, it was a confusing mess for her to actually understand. 

Tell me the categories, Ashley!

There are three different tagging categories for profit which we are going to dive into now.

How to Tag Your Email Subscribers for Profit

1. Interest tags

Interest tags will help tell you what people are interested in, including content topics or pain points, booking a call, or your services by tagging them based on which links they click within your emails. I use interest tags when it comes to my free content to understand what is most popular across the board. You are also able to pull out warm leads from those who click to book a call or to check out your services.

2. Customer tags 

Customer tags will divide based on the service you provide. For example, someone who purchases my Connect & Convert blueprint will receive a tag called Customer – Connect & Convert Framework. You can also link these tags to onboarding sequences where you can then upsell a customer into their next offer.

3. Journey tags 

Journey tags will track what stages of the buyer's journey an email subscriber has completed. Have they filled out your application form? Booked a call? It may require Zapier or another integration to automate this piece, but it is totally possible. If you are mapping it out for the first time, consider how someone goes from a lead to a client. Write down all the steps it takes and what actions they need to take too. If I were you, I would start here.

What’s next?

I’m sure you have some ideas spinning as you consider your own tags. I highly recommend taking a piece of printer paper out, dividing into three sections, and brain dumping all of your ideas! You may find that some of them could be combined. Don’t feel pressured to have a ton of tags or to know what all of your tags should be right now. My client’s tags are constantly evolving and yours should, too.

Looking to take your email marketing to new heights? Come hang out with Ashley over in her Facebook group!

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How to set up your email marketing in less than an hour

If you are here, you are sold on the email marketing gold. Want in on the number one mistake most entrepreneurs make when it comes to email marketing? They read all the articles, watch all the videos, and end up super overwhelmed with a mile-long list of things to implement. This is the exact approach I used, and it took me months to launch my email marketing. I’m going to be sharing with you my exact process to set up your email marketing in an hour or less! Ready to dive on in? Let’s go! 

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The system for success:

This is the most important piece of the puzzle! Choosing the right system is going to give you an advantage over those people just switching from system to system trying to find their email home (while they’re also losing time and momentum)! I have tested all the systems and I’m a huge fan of Convertkit. You can click here to sign up for your free trial!

Not only do I love Convertkit’s mission and founder, but implementing emails and automations on the software is a breeze. If you are moving over from another platform, they will help you move over your contacts and tags too! (Oh, and did I mention the free t-shirt?! More about that later.)

Step #1

After you open your account, head on over to landing pages and forms. We are going to start with a form that your audience can use to opt in to your emails. Take your pick and customize the form to your liking to match your brand and the opt-in you will be promoting.

Once you have created your form and changed the settings to your liking, we are going to move on to my favorite part…writing the welcome email.

The welcome email:

The welcome email is going to be your most loved email in both opens and clicks. When it comes down to it, you are going to want to make sure you bring the best of the best to the table in this email. I’m going to show you my three part email that will guarantee you bring it. 😉

Step #2

Alright friend, we are going to write the welcome email. It’s important to remember that the goal is not to make it perfect! We are all about taking messy action, so let’s dive in.

The first section of the email you want to focus on introducing yourself. 

• Share the transformation that your client wants and how you can help them achieve it
• Add in a fun fact about you that will allow them to relate to you.
• Wrap your point into the free item you’re offering and explain how it will help them on their way to achieve the transformation. 

Follow this section up with the free item and focus on the benefits it provides. 

• Share a bit of backstory as to why you created the free item.
• Be direct about the results of your audience completing it. So often people download and don’t complete it, so we want them to know WHY they should.
• Link to the free download into the body of the text so they have to read it to grab it.

Link to the next step and share what’s next. Most will do their Facebook group as this is the best place for them to further connect with their audience. You will also want to share when they can hear from you next so if you are going to send them a weekly email, let them know! 

After you write the email, add it to a new sequence and link it all together with an automation! It’s that easy! Once you turn everything on, you can then start sharing your form to get new signups.

It’s so easy to get caught up in needing to have #allthethings. I want to challenge you to start messy and simple with your email marketing. Just share your goodness and watch as new people raise their hand to hear more from you via your emails!

Do you want to learn more from Ashley and join a community of people also working on their email marketing? Join Ashley's Facebook group!

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