Keeping subscribers engaged over time ensures your brand remains top of mind when they are ready to purchase.

"So anything that's engagement, including your longer term nurture stuff, your newsletter, your week to week, day to day emails, are all those engagement emails which are keeping people engaged, so that at the time they're ready to buy, you're there, they know what the link is, and they don't forget your name."

Takeaway:

• Use regular emails to nurture relationships with subscribers.
• Ensure consistent presence to stay relevant.
• Engagement campaigns can re-activate inactive subscribers.

Splintering offers allows customers to purchase a part of your main product, reducing commitment and risk.

"Another risk reversal technique is called splintering your offer, which is taking... one of the little mini courses that's inside of a membership or inside of a main course and making that available... They've got way less risk of the financial commitment."

Takeaway:

• Extract portions of your main product to offer separately.
• Allows customers to experience value before committing fully.
• Can lead to upselling the full product after initial purchase.

Implementing risk reversal strategies can reduce customers' perceived risks and encourage them to buy.

"And that's where we are going to reverse or reduce the perceived risk somebody has. So great ways of doing this here are if you've got a membership, offer a trial for like $5 for the 1st 14 days... Or another risk reversal might be what we call the open day."

Takeaway:

• Offer trials to lower the barrier for new customers.
• Provide 'open days' for prospects to experience your offering.
• Use risk reversal techniques to build customer confidence.

Addressing customer objections directly in your email sequences can remove barriers to purchase.

"The simplest is to have a series of emails... 'I was just wondering why, hit reply, let me know.' Now you're in a sales conversation with somebody, understanding what their objection is... The next level of that is to put a simple survey together... And the question is, why haven't you enrolled in the program?"

Takeaway:

• Invite feedback to understand customer hesitations.
• Use surveys to gather objections and address them specifically.
• Open dialogue increases trust and can lead to conversions.

Content-led campaigns can engage subscribers by providing value before introducing an offer.

"But the Content led campaign is gonna be content led sales, right? So that means the simplest version of this... Your content like campaign starts off by actually giving some value. It starts off by teaching something where they learn something, basically it's content, and then it transitions into... you can enroll in our program."

Takeaway:

• Lead with valuable content to build trust with your audience.
• Transition from teaching to offering a solution.
• Use various formats like videos, webinars, or blog posts for content-led campaigns.

Implementing the 'Score' method can create effective automated customer journeys that convert subscribers into customers.

"That's why we have this thing called the score method, which is a series of psychologically stacked email sequences, each one of them deals with a different and speaks to a different type of person who's on your email list who buys for a different reason."

Takeaway:

• Use the Score method to address various customer types.
• Design email sequences that cater to different buying motivations.
• Increase conversions by personalizing customer journeys.

Understanding that not all customers buy for the same reasons is crucial for effective email marketing.

"Not everybody buys on discounts... We don't all buy everything for the same reason... And that is only appealing to one of the reasons that some people might buy."

Takeaway:

• Recognize that customers have varied motivations for purchasing.
• Avoid relying solely on discounting to drive sales.
• Develop strategies that appeal to different buying triggers.

Utilizing AI to craft email subject lines can significantly enhance your email open rates and engagement.

"I've been training an AI to beat my subject lines. Basically, I've been doing a split test every single day, testing a subject line that I've written versus one that this AI I've been training. It's beating me over 80% of the time in getting more clicks and opens."

Takeaway:

• Testing AI-generated subject lines against human-written ones can lead to higher open rates.
• Training AI with your own data can improve its effectiveness over time.
• Incorporate AI tools to optimize email campaign performance.