EP. 16: 3 money making sequences every business should have - with guest Eman Ismail (Eman Copy Co)
What’s this episode about?
With a never ending to-do list, email marketing can be one of those things you don’t quite get around to doing. Or maybe you do it for a few weeks and then life gets in the way and it tails off. Well, what if all the key emails were automated? The ones that build a relationship with your potential customer. The ones the nudge someone who has been on the fence in to buying from you. The ones that have people hitting reply because the can’t help but tell you what they think! Eman is email conversion strategist and copywriter and this episode is packed full of practical tips and information on 3 automated sequences every business needs to have set up!
Episode key takeaways:
What on earth is an automated sequence and why do I need one?
How to use content you already have to create killer emails.
How to get people to engage with your emails, reply and buy!
Why an abandon cart sequence isn’t just for ecom businesses
Practical tips - how many emails to send, how frequently to send them and what themes to use in each!
INTRODUCING: EMAN ISMAIL
Eman Ismail is the person to call when you want to make money from your emails. As an email conversion strategist and copywriter, she helps 6+ figure online business owners and ecommerce brands fire up their conversions, evergreen their sales and turn fans into Superfans.
KEY LINKS:
WEBSITE: www.emancopyco.com/
INSTAGRAM: @emancopyco
Sign up to Eman’s FREE 35-minute fast-track email class that teaches you how to boost your conversions and sales through email
Subscribe to the Growing Pains podcast
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Read the transcript:
NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.
[00:00:00] Hello, and welcome to growing pains. The marketing podcast for parent and baby brands who want to grow and get more consistent sales, but without the overwhelm of feeling like you have to be online 24 7, I'm Sophie, your host, and a Facebook and Instagram ad strategist who specializes in parent and baby brands as well as a mom of two.
Join me each week as I alongside some wonderful guests, she had practical tips and advice about how you can use and combine marketing strategies to get more impact for your effort. A quick warning, before we start, I can get a little bit sweary, so just be careful of any little ears listening along.
Sophie: So today I'm thrilled to be here with Eamon from EMA and copy co eman is the person to call. When you want to make money from your emails as an email conversion, strategist and copywriter, she helps six plus figure online business owners and e-commerce brands [00:01:00] fire up their conversions, evergreen, their sales and turn fans into super fans.
So email, welcome to the podcast.
Eman: Hi, Sophie. Thank you so much for having me. I am a SeaPak site.
Sophie: I am thrilled. You're here. I cannot wait to dig in to all things, email. But now we've done the official intro. Let's learn a little bit more about you. What's your like work family life set up.
Eman: So I actually have just come back from maternity leave after, Yeah.
After having my second son. So I have a six year old. And a seven month old and I just came back to work last month. So I'm really, Yeah, I'm really just kind of get into the swing of things. Kind of figuring out what this new life and a schedule looks like.
Sophie: absolutely.
Eman: it's been challenging because as anyone listening knows, I am chronically sleep deprived and I'm just trying to Yeah.
Just trying to figure it out. Like, you know, it's so funny. I thought [00:02:00] I knew what it meant to be. Apparent in, in business you'll have your own business. When I started my business, my oldest son was two and a half.
So I was like, Yeah.
you know, I know what I'm doing. I've got this, but it's an entirely different ball game having a baby while having a business. Right. So even just pregnancy on any maternity leave and then just trying to figure out what the newborn it's insane, but I'm really just trying to make the most of the fact that I have my own business.
I'm trying to be kind to myself and be flexible with my schedule. Like I love being able to just go for long walks in the mornings and not have to rush, rush home and work. You know, I'm really just trying to get the stuff done, but also enjoy life as well. And it's still an enjoy this kind of newborn babies.
Sophie: Oh, definitely. And it's, I mean, it's, it is a juggle, isn't it? Like, I, I I'm with you. I started my business when my eldest was like one and a half and I sort of thought I'd done business with the baby. Then, like [00:03:00] you say, You go through pregnancy with your own business? I mean, I was in COVID as well. And then having to, I think as well, I'm running a business, like they're different.
I mean, ours is similar kind of age gap wise. Like the different needs of school runs and the afterschool clubs and the, but then also like the baby naps. And I mean, it's just, it's a lot to fit in a day. Isn't it?
Eman: It really is an honor. I wasn't ready. I wasn't ready that people told me that the gap between one and two was going to be, you know, difficult to get used to. I was not prepared. And sometimes I still find myself thinking like, how, why is this so hard? Like, is it supposed to be, this is supposed to be this hard.
Am I? The only one who's fighting is super hard, but Yeah, the apparently, you know, jumped between one to two. It was, it's just. Been alive, but I'm only seven months into it. So I'm hoping, I'm hoping things get easier. And if they don't just please don't tell me, cause I
Sophie: exactly. You know, things get so much easier as with all things parenting. [00:04:00] I mean, it's different phases, isn't it like definitely now that I've got some consistent childcare, like that made a massive difference when she got to the age where I could kind of get those chunks of time where you're kind of heads back in that space and you can get that separation.
That makes a big difference.
Eman: I don't have that yet. So childcare starts in a few months time, so I'm hoping that will make a big difference. But right now, you know, it's funny. I think like guilt kind of plays into it. I feel like I could really do with putting my youngest into daycare, but then there's also that side of me that just feels terrible about it.
So cannot and will not. And I don't know why I'm doing that to myself. I really don't because if it was a friend speaking to me, I'd be like, what's wrong with you? Just, just what are you doing? Yeah,
Sophie: Give yourself a break.
Eman: Right. So yeah, I'm navigating it all. And I guess part of me thinks, well, if you can't stay home with your baby and run a business at the same time, then why did you start your business?
Cause the whole point was very, you know, to create this dream flexibility. And it's, I mean, it's just [00:05:00] not exactly the case. Is it.
Sophie: No, it's really not. And I think actually that's one of the things that we talk about, well, you can work any time and it's like, well, yeah, but that means I can work all the time. So there's always that feeling of being distracted. I mean, I, one thing that's helped me is like trying to focus on work when I'm at work and then trying to focus on the baby when I'm with the baby.
But trying to get that separation, like doing both at the same time is really tough.
Eman: it Really is.
Sophie: Yeah.
Eman: And I love being on. I just, I just want to say, you know, thank you for inviting me on to on here, because I specifically love talking to parents because I feel like we understand each other and in a way that just no one else is gonna understand.
Sophie: It's next level is that I totally agree. Yeah. Brilliant. Well, now we've got into that and we're going to do get to know you even better with the quick fire round. So are you ready? Okay, so tea or coffee?
Eman: T
Sophie: Nice. Always. Yeah. Always, always dogs or cats.
Eman: Dogs. Can I just say I'm [00:06:00] also, I'm terrified of dogs. I know this
Sophie: Oh,
Eman: I'll know. I'm terrified of all animals. I know this sounds insane, but I am, I was never raised around animals. So the idea of animals around me is completely alien and I don't understand it, but if I had to choose dogs for me, it just so much cuter.
So I'm like, I'm terrified of them, but I can also appreciate that.
Sophie: Love it from afar dogs from afar. Yeah. Yeah. Love it. Bagels or crumpets.
Eman: oh
Sophie: We love a crumpet, a beach or pool.
Eman: Beach.
Sophie: I barely see so many people say beach and I just, I can't get over the sand.
Eman: You know, you know, what is I, I'm not a big, I'm not big swimmer. So pool means I need to be in the pool beach means I can sit on the sand and appreciate the water from afar.
Sophie: that's fed from afar. Yeah. I love it. Okay. Everything but from afar?
Eman: everything from
Sophie: Yeah, winter or summer.
Eman: Soma,
Sophie: Yeah, always. I mean, we're starting to [00:07:00] get into that summer phase now. Aren't we? It's so nice.
Eman: It just lifts. It just changes everything. I feel so much better.
Sophie: Yeah. Especially when you're sleep deprived, you don't think like, just suddenly the day's a bit easier when the sun is out, you can go for a walk and.
Eman: It makes such a difference
Sophie: Color or monochrome?
Eman: Cola
Sophie: Yeah, always on early morning or late night.
Eman: early morning.
Sophie: Oh, well that's good
Eman: Yeah.
Sophie: kids. You kind of have to be right.
Eman: Yeah, exactly. It's working.
Sophie: Yeah. Brilliant. Thank you so much. Okay. So today let's get into it. We're going to talk all about three money-making email sequences that everyone can have in their business.
We're going to talk about e-com and how you can apply these to service-based businesses as well. So this really does apply to everyone. I think, first of all, should we just kick off? I mean, these are, we're going to talk about automated sequences, which is incredible for people who don't have a huge amount of time.
So how can we kind of start thinking about this for our.
Eman: Okay. Well, the first thing to know is that an automated sequence is a [00:08:00] sequence that you set up once in your email service provider, be that active campaign or MailChimp or ConvertKit, whatever it is, you set it up once. You don't really have to mess around with it again. Now I am an optimize it. So I actually go in again and, you know, make sure that we all get in like the best open rates possible, the best click rates possible, the best conversions, but you don't have to keep going back in that.
So that's the great thing about automated sequences. And the reason automated sequences are so helpful is because they can act as like the foundation of your email strategy. So once you have like two or three automated sequences working for you all the time, you can actually just sit back. Yeah. Not have to think about your email strategy so much.
And then anything else that you do do, like, of course I recommend a weekly newsletter, that kind of thing. But that is all supplementary. Like it's almost like a cake where you just kind of layering on things on not that LOA layer that foundation Is [00:09:00] are these automated sequences are always working for you.
And it was so cool because the other day I was like looking after the baby and I got this email three from somewhere.
And they will just talking to me as if we had been having this long conversation. I had no clue what the specimen was talking about. So then I had to like scroll down and just check what email he'd been sent from me to be having this conversation with me. It was one of my automated emails. So in fact, I was in conversation with him and he was well into this conversation.
Had replied, was thanking me for sending, you know, the information and the volume I'd sat. And while I was off looking after my baby, I had created that relationship. Provided that value for so long while I was off looking after my family. And that is what email can do for you, especially when you do it well it can be a great way to nurture and build new relationships nurture existing relationships.
And of course, make sales.
Sophie: Yeah, absolutely. I think anything you can set up once and essentially leave to run is what we need to be looking at in our lives. Isn't it like [00:10:00] when you're time poor, you've just got to kind of utilize all those kinds of automations that you can. So today we're gonna be talking about three core sequences that can really help you.
Like you say, like nacho and everything, but really bringing the sales, to make sure that we're not missing any potential sales out there. So let's kick off with the first one.
Eman: the first one.
is the welcome sequence. So this is one that is often kind of looked over, or usually if people make a mistake around the welcome sequence, it's either that they don't have. One at all. And just the clarified, the welcome sequences, the automated set of emails, a person receives immediately upon subscribing.
So they subscribe to your list and then they start receiving this series of automated emails by as your welcome sequence. Now often what business owners do is they just don't have one. So, you know, people will join that email list and then. Get crickets, nothing, not even, maybe not even a confirmation that they've kind of joined that they're on the list [00:11:00] or a thank you for joining the list.
Or business owners have one welcome email when someone subscribes and then kind of think that's enough and it's not. So the great thing about the welcome sequence is that it really maximizes. Excitement. And it capitalizes on the excitement that your subscriber has when they've just joined your list.
So if someone joins your list is because they want to hear from you, they want to. No, what it is that you do, or they want some kind of value or support from you. They're excited to hear from you. So you want it to make the most of that. And you know, you really want to capitalize on that moment of excitement when they first joined.
So that's what the welcome sequence does. It's very much about nurturing this new relationship and it can be about selling. Like you might want to introduce a product in there. And that. To but the main job of this sequence is to nurture. And this is super important for your sales because without the nurturing, the sales do not happen, what often happens is people jump right to the sale and it's like, Hey, buy this thing.[00:12:00]
Well, no, I'm not going to buy this thing because I don't know who you are, what you do or why I should buy it. You know, that nurturing aspect is often just completely overlooked. And it is really important to create in that relationship first, why, you know, your. Wilco cinema or your client, your subscriber likes knows and trusts you before they can then go on to buy from you.
Sophie: Yeah, no, absolutely. I think it's so important. Isn't it? To build that relationship when someone's like taken that step to kind of engage in with your business. I mean, how, in terms of like the nitty gritty, like how many emails are we sending? Like how frequently and what sort of thing we actually saying?
I think that's something that a lot of people say to me, like, I don't know what to put in the emails.
Eman: Yeah, the great thing about the welcome sequence is that you can make it super easy for yourself and repurpose a lot of the content that you already have out there. So in terms of how many emails, I would say minimum three, and it can be like three to five. Now I love to experiment with emails. So I have gone on and like experimented with, you know, seven, eight kind of [00:13:00] email sequences, but you don't, you really don't have to go that far.
Three survive is a good number in the first email. You really want to deliver the thing that you promised. So often you have a lead magnet set up, right? And the lead magnet is you saying to, to a person, Hey, subscribe to my email list and I'll give you this thing of value that will help you. So let's just pretend it as an ebook for a second.
So they sign up for the ebook. You get that email address in that very first email in the welcome sequence. You just want to deliver what. I promised don't do anything else. Don't try and sell them something else. Don't try on, you know introduce yourself, even in this email, just do what you said you were going to do.
And that provides that first level of trust where the person can just get to downloading the thing. And remember the often a lot of people don't download it. A lot of people won't actually open the email and get the things that they themselves signed up for, which is infuriating. So.
Sophie: crazy. Isn't it? You think you wanted this? I've sent it to you. Come on.
Eman: her. [00:14:00] Exactly. So what you really want to do is make sure you actually put a bit of effort into, into selling your valuable things. Say it was the e-book in miss email. And of course you're not selling a thing because it's free most of the time, but you are still selling. Get the sell that is open this download or read the ebook.
Right? So that's what can go in the first email. And then you know, there's a hole or the I mean, you can, we can just get so detailed. So I might actually want to segment my list and figure out who's on my list. So I, the second email for me would be an email asking who you are because I want to know how best to serve you.
And the best way to serve you is by sending you relevant emails that you actually want to open. Emails work best when you're sending the right emails to the right person at the right time. But you can really only do that when you know who you're talking to. So for me, for example, I have a couple of different audiences [00:15:00] on. my email list.
The subscribers that sign up to my list are either copywriters who have been following my career and want to learn from me or. Advice and tips and that kind of thing about how to build that copywriting career or business owners who wants to hire me to write that emails for them, or at least if they don't want to hire me, because maybe they're not in the space to maybe they just still want to learn how to, how to do email.
Well, so for me, those two different audiences have very different sets of needs. They want to have very different things from me. I cannot serve both of them. In one email. So I need to know who you are. So an email to, I literally, I mean, you know, so JetLine is kind of ask you a quick question question mark that usually gets people curious and they open up because that was this quick question.
And then inside, I'm like, you know, I want to know who you are so that I can send you content that you actually want to read. That actually helps you. So if you are a copywriter click here, if you are a business. Moto copywriter, click care. And then on the backend [00:16:00] my email service provider will tag them accordingly.
So the copyrights will get the top copywriter, the non copywriter we'll get the attack, non copywriter, and then moving forward, I know who to send the right emails to. So if I'm launching my mastermind for copywriters, I'm only going to send information about that to the copywriters, and I'm not going to annoy or spam the non copywriters because that's how people leave you list and unsubscribe and, you know, mark you as spam, which you really don't want.
Cause again, that affects the deliverability. And then of course, if I am talking about, you know, I have space for a new client, I'm not going to send that to the copywriters. I'm going to send it to the non copyright. So that's why that second email and the welcome sequence is so great.
And you want to keep that email early on in the sequence, because the longer, you know, the more emails you have, and as you go further down, the welcome sequence, your open rates will decrease as you go, as you get further into the sequence, I'm not, it's totally normal, but to make the most of, you know, to get as many answers as you possibly can, [00:17:00] keep that very close to the beginning of the sequence.
Sophie: Nice. That's such a good tip. Okay. Fantastic.
Eman: Yeah. So then the next email you want to introduce yourself. And often what people do is they'll introduce themselves with like a one-liner or it will be hidden. And under the email somewhere dedicate a whole email to introducing you and your business. Really sit down and think about what do I want to.
Educate my subscribers on , what do I want them to know about me and my business? Is it your values? Is it your, you know, USP? Is it your value proposition? Is that how you came into this into business? Do you have an interest in origin story? What is it that's going to make them really connect to you?
What is it that's going to make someone read this email. Ah, you know, these are my people. This is the kind of business that I want to support. You want to dedicate a whole email to introducing yourself and to introducing your business in a way that really connects with your audience. And for me, what I do , in my welcome sequences, I also then finish the email and then I add a little PS, you know, [00:18:00] if you want to hit more about my. My business story, then these are the most popular podcast interviews that I've done and then I'll link to podcast interviews. So then I can continue that, you know, nurturing that relationship on a podcast with them.
Sophie: Yeah. I love that. I think sometimes we find that quite hard to talk about ourselves. Don't we, especially, I would say in my experience more so with product business owners, it's like, it becomes very much about the product and you think. To be selling the product, selling the product, but actually spending, especially with small businesses and like parent run businesses who was selling to parents.
It's all about that connection. Isn't it like, like we said earlier, you've got a bit of a shorthand when you meet another parent, you sort of know what they're going through. You've got those common experiences, taking the time to really connect with them. Can have such a big benefit going forward Khan in terms of their engagement with your business.
Eman: Absolutely. And it just takes a little bit of that. And you really, again, that it in can just the whole email to introducing yourself and it's okay because this, the person who is reading it once to read about it and you know, what, if they don't want to read about it, [00:19:00] they'll unsubscribe, which is totally fine.
It's okay. And it's normal for people to unsubscribe and I know it's painful. It can be. A bit like rejection, but it's a good thing for people to unsubscribe because if the person reading is not interested in you and you know, the story of your business, likely it is the never going to be a customer or a client, or even just someone who appreciates you, sending them emails every week, you know?
Sophie: exactly. Do you want to keep those open rates high don't you want people who are they're looking very emails, not like avoiding them. Brilliant. Okay. And how, and how much time are we leaving between these emails?
Eman: We all send in them daily.
Sophie: Daley. Oh, okay. Fab. So every day for like three to five days,
Eman: yeah, because you want to, again, just capitalize on the excitement, stay top of mind and I can feel you'll listen to like you know, be mortified
Sophie: like cringing slightly. Yeah. Like daily. Oh my God.
Eman: Yeah.
But the thing is all [00:20:00] you have to do to kind of combat that is tell your subscriber at the beginning that you're going to send them daily emails for three or five days, whatever.
They can expect it. So they know that and if they don't like it at the beginning of they'll unsubscribe, but if you say to them, Hey, just a heads up. Because I'm excited that you've joined my newsletter. I'm going to send you you know, really interesting, entertaining, valuable emails
every day for the next few days.
And then after that, you'll get my weekly news. Yeah.
And that will prepare people for receiving, you know, daily emails just for a few days and they'll know as well, but there's an end to it. It's not going to go on forever. And if they don't like it, they'll subscribe. I'll tell you that I have never had anyone else was on unsubscribe from.
From the email where I've told them like, look, I'm going to send you weekly emails. And even mine subscribe rate for my welcome sequence is very, very low. And I think that's because of what comes next. The rest of the emails are pure value. So now after I've introduced myself and then after you've introduced yourself, you just want to provide value.
And this is where repurposing comes [00:21:00] in. Oh. And by the way, you can repurpose the, you know, intro to your business, email, the third email by. Taking your story off of your, about page, on, you know, editing that a little bit so that you can turn it into an email. You don't have to do this from scratch. And this is again why repurposing comes in for the fourth email and the fifth email send that.
You know, your most popular piece of content, like what is a piece of content that everybody has loved, or maybe a podcast interview, or if you're an eCommerce brand, you want to be, you know, talking about your products throughout introducing your, maybe your best sellers, or maybe, maybe not even your best sellers, but the products that you want to promote.
Like you want to highlight and make sure that people see. So what are those things? What are the things that you want to put in front of them that they really need to know about? These last few emails are full thought and you know, you're really not asking them for anything. In fact, you're giving them something and this is where you're really establishing your value, your expertise, or even just[00:22:00] their subscribers need for your product or service in their life.
Sophie: Nice. Okay. Yeah. So you're really showing them what you offer and making sure that they know that you solve that problem
Eman: Absolutely. Yeah. absolutely.
Sophie: Fantastic.
Eman: And I just want to add, you know, if you are an e-commerce brand, the very first email while you're delivering what you promised may well be like a discount code, or maybe, I don't know, like a holiday guide or a gift guide or something like that.
And so that is what. What you would offer in that first email? You give them the 10% off, for example, discount code, and then you want to guide them back to your website. You want to maybe highlight your most popular products or the products. I don't know people talk about most, whatever it is or the ones again that you just want people to see.
Maybe they're not your best sellers, but you want people to see them and you want them to be your best sellers. So you're going to put them in that very first email, and then you're going to guide people, not to the homepage of your website and make them browse your entire, you know, website and troll through it to find that product that they saw your email.
You're going to [00:23:00] direct them to the exact product that is in the email so that they can literally add to cart.
Sophie: Nice. Okay. That's such a good tip. You're right. It's so easy. Just to put our generic homepage on, isn't it like actually , let's get specific and if they don't want that. Then they will start to browse from there when they,
Eman: Exactly and that's good. You want them browse it on your website? If, as long as that choosing to browse on your website, you don't want to say, Hey, look at this amazing product, check this out, click here, and then take them to the homepage. And , it's like, I don't know, just picking the person up and like throwing them in a city that they've never been to.
It's like, I don't know where I am, what I'm doing or how to find the place that I'm looking for.
Sophie: Yeah. I think, especially with parents as well, like we're so limited on time and like Headspace it's like, if you're not going to make it super easy for me, then I just, I can't engage with it type thing. Yeah. I think that leads us quite nicely into the next automated sequence.
Eman: the abandoned cart. Yeah.
Sophie: say someone goes on, you like guide them, they put it in their [00:24:00] car and then the baby cries, or you realize you have to go and do school pickup or something happens.
So what are we doing for these people?
Eman: Okay. So firstly, before the service-based business owners and the service providers do not check out because this is for you. As well. So the abandoned cart sequence is of course, that email that people receive after they have put something in their car and then they have not actually gone through and bought the thing.
So the thing with abandoned cart sequences is usually, well, people only send one a lot of the time and. It's really interesting because you can actually increase your orders by up to 69% by having a three pot abundance sequence. So by adding another two e-mails to that sequence, you can actually increase your orders by up to 69%.
So you really want to have more than just one abandoned cart, email. You want to have three and your sequence. So this is really I'm interested in because most people just kind of revert back to oh, You forgot something in your cart. Here it is. Well, [00:25:00] actually, let's try and remind them about why they're excited about it in the first place.
Maybe include testimonials about what other people who've bought, have sad, get them excited about it again, so that they're motivated to go back to your website and buy it. Maybe, you know, the second email goes through objections, like, well, what is it maybe that they're worried about? Is that something that concerned about all the common objections or hesitations that ComOps around this product?
Or, and when I say product, I don't just mean physical products for e-commerce businesses, product businesses. This could be a digital product as well. And if you are a service provider who offers courses, digital products, all that kind of thing, and maybe you use near abandoned cart sequence for people who abandoned your.
You know digital products, whatever that might be, all your, for me, I did, it with my 2,500 pound mastermind. So, and it worked, I got the sale because I set up an abandoned cart sequence. So maybe in that second email, you're managing objections and you just really talking about those and getting them out into the open.
So for [00:26:00] me it might be from a mastermind, you know, are you worried about the investment? A lot of people. Ah, I'll have been on, it's totally normal for you to be worried about an investment. In fact, it's a sign that you are really taking this decision seriously, which is a good thing. So you know, here's what a couple of people have said about why they were also worried about the investment and then decided to join anyway.
And how about you book a call with me and we can. We can get on a call and have a conversation and see how we know whether this is right for you. Or if it's, you know, a product based business, I worked with one business that was a baby playmat business. Yes. A lovely, lovely company called munchkin.
Mbale actually I don't know if maybe, you know, the Mo lovely company based in the UK and Australia.
Sophie: I actually was. That's a weird, I joined the email list yesterday.
Eman: way I wrote that welcome seat.
Sophie: That's so weird. Literally yesterday we had joined that email sequence. So yeah, I'm gonna need to have a look at it. I've got it was for a competition. They were running it. [00:27:00] So yeah, I need to have a look at that sequence.
I'm going to be stalking it that.
Eman: Yes. Okay. So if you join the UK list, that.
is welcome. He goes, I wrote on his performing very well, if I do say so myself, I'm very excited to, I it, Yeah.
So one of the objections that people might have around, maybe that the baby playmat might be. I don't know, like, will it, will it fit in with my decor in my living room?
Cause the whole thing with munchkin and berries that these, these, I feel like I'm doing like free promo for Sophie, but you know what her, Hey.
Sophie: about products? Yeah, I think it's
Eman: Right. Okay. Okay, good. So the thing about these baby play mounts is that they are designed so that they fit in with your house. So you don't have to choose between having like nice decouple and then also like really practical, helpful play Mount for your baby.
And so, you know, these are people who are conscious about how the house looks. So introduction might be, you know, I'm not really sure. Actually, this is going to fit in with my decor. So, you know, the email might be about the fact that actually they are. [00:28:00] Double-sided so if you change your mind about one side, just flip it over and actually you've got a hold of the design and, you know, these are what the designs look like, and we've made them, you know look like this so that they are really minimalistic.
We have actually, we have like the really minimal. Styles, and then we have the bright, bold color designs. So you can take your pick, you know, really. I just have a think about what, what is the conversation that's going on inside your audience's mind? What is maybe stopping them from buy-in so that, that second email can be really, really juicy. And then of course you want to guide them back to the thing that they abandoned and the hope that they decide to claim it again.
Sophie: , imagine we need to send these pretty quickly in terms of like timeframes.
Eman: Yeah.
so you can send the first one within you know, it's, it's such, I mean, email is just such an experiment. So experiment with times, you know, some businesses like to send the abandoned cart sequences within some six hours, 12 hours, 24 hours, I would try 24 hours and see how that goes. What do you experiment with the timing?
And then you want to send, you know, the next one, maybe the next [00:29:00] day, and then the third one maybe even the next day, or if that feels crazy to you just leave maybe one day in between. So the third one goes out maybe two days later. But definitely the first two should be kind of in quick succession and your third one.
My included discount code. So instead of, Yeah.
a lot of the time businesses will put a discount code in the very first abandoned cart sequence. Like an email, like, Hey, you didn't buy this thing. So here's the 10% discount go buy it type of thing. I don't really think that's necessary all the time.
Don't like give away that 10% when you don't need to, you know, so give it a couple of tries first without the discount. And then I'm about 30 male. Anyone who was going to buy will have bought already. And then on that third email, it'd be like, Okay.
if you've still not bought, we'll have 10% you know, discount or promo code help you decide.
And then, and then go from that. So that's your three-part abandoned cart sequence.
Sophie: that is so incredibly helpful. I feel like so many people are going to be like, okay, that's the most practical thing I've heard in a long time. I just need to go get [00:30:00] that set up. Fantastic. The final of our three sequences is once they've actually purchased right.
Eman: Once they've actually purchased the post-purchase sequence. So again, this is relevant for both e-commerce brands and service based business owners, especially course creators, membership, makers, All that kind of stuff, because when a person buys a thing, they are immediately opened up to the possibility of bias.
Ramal. And we don't. Yeah, we don't want that. So we're really countering that by providing just an exceptional customer service experience. And this is what this sequence is about. This sequence is not about making money. It's about taking care of people who have now spent money with you. So that number one, they they don't, you know, end up asking for a refund and this sequence is great because it acts as almost like your customer service you know, assistant on automation and.
Dose reduce, you know, refund requests when you do it properly and the customer service issues and complaints when you do it properly. And then also [00:31:00] it makes people want to come back to you and buy again from you because they've had a really nice experience with you. So this sequence might have like three to five emails and this sequence is the one that will include, you know, auto confirmation.
You know, the shipping information once the thing has been shipped well, the thing is on its way. And again, if you're selling digital products or courses and that kind of thing, you should have the post-purchase sequence as well. But instead of obviously shipping and delivery info, Hey, you guide them to where they can find that product, right.
Wherever that. And how they can access it, that kind of thing. And so think about the struggles and the issues that your customers have once they have purchased from you. So what kinds of things are they worrying about? What kind of things are they thinking about? And you want to handle those Issues before they actually crop up.
So if for example, you have a product that really needs to be taken care of and if you have a product that requires, you know, a cat guide because it needs to be taken care of. [00:32:00] Then include that in the email. And I know you're probably thinking, oh, well, you know, I do something out in a little leaflet with the product.
Well, a lot of people won't read it. And then when they destroy that product, they will call you and email you and tell you that they want a refund because the product is not working. And it's like, well, no, actually you just didn't look after it properly. You didn't read the leaflet that came with the product.
It can be really infuriating. So what you want to do is just like doubly make sure that they're getting this important information by also sending it to them via email. So send the cat information to the cat guidance in the email so that they know how to take care of your product, and that will immediately reduce, you know, frustrations that your customers are having.
And also you know, refunds requests.
Sophie: absolutely name.
Eman: Yeah.
And then this is also why you can ask for a review as well. So just make sure that, that review email, where you're asking for a review goes out after the person has had time to receive any, use your products, wherever that may be. So you don't want to send it too early.
So that one is going to have a bit of a weight on it for maybe a couple of weeks [00:33:00] while you're giving them time to. To receive the thing, you use the thing, and then you want to direct them to exactly where you want them to write the review. So not just people you are interviewing on Facebook or I don't know, whatever.
Just write a review generally. No, you want to tell them exactly why and then drop the link as well so that all they have to do is click type and it's done.
Sophie: Yeah, amazing. And I mean, from a Facebook ads perspective as well, like social proof is just so important to like have that system in place to keep collecting it all the time. It makes such a huge difference
Eman: It's so important.
Sophie: people that trust is an em.
Eman: Yeah. And then, you know, those reviews that come in and screenshot them and then putting them in your welcome sequence to get people, to buy your
Sophie: Oh, I love it. Look at that. We've gone full circle. Fantastic. Lovely. Oh my gosh. That was incredibly helpful. Thank you so much. Is there anything else you wanted to add before we
Eman: You know, I think that's everything. I just, I think I w I know that this can feel overwhelming sometimes. So my advice would be to just take it step by step [00:34:00] and repurpose as much content as you possibly can. Don't make this hard for yourself. It doesn't have to be hard for yourself. If you already have information content that works, then repurpose it in your emails and use it in your emails.
Or maybe it's your. Or your, you know, whatever social media use, the content that you already have available to you to make this easier for yourself and just take each sequence one step at a time. And you know, if you can't do everything, something in this case is always better than nothing. So, you know, a three part email sequence Is better than a five-part one.
So if you, if you're stolen on procrastinating, cause you like, oh, real want to make us perfect. I want to write, you know, or five emails, you know, don't let that.
stop you. That's three good emails is great.
Sophie: Yeah. And you can always add two more later.
Eman: Absolutely. Absolutely.
Sophie: Amazing. Okay. So at the end of every episode, I always talk about how we can link the strategy. We're talking about back to Facebook ads as well, to give you the most impact for the effort that you're putting in. I'm really with Facebook ads, you will have heard me talk about this before, [00:35:00] if you follow me on Instagram, but Facebook ads are brilliant for actually getting.
Onto your list in the first place, getting them onto your website directing them to your freebie, making sure that you're constantly filling your list so that you actually sending out these welcome emails. Cause it's great to have them there, but you need people reading them as well.
Also people, once you're growing your list, And you can then use it for your audiences on Facebook ads. So these are people who have put their hand up. So they're interested in what you offer. They're definitely warm. So creating then audiences for your ads can be really powerful because Facebook can then find other people who are similar to them.
And also you can serve them. As well, as in being on your email list, as we've talked about, you know, people won't open every email that you send to them. So once you've got their details, you can then put ads in front of them as well, which can just help you kind of push people along through that funnel that we talk about, you know, pulling them in at the top and then moving them through.
To make a purchase. And yeah, I mean, I think if you've ever heard me talk about email and ads before you'll [00:36:00] know that it's a strategy that I fully fully support especially with the abandoned car, if you can get people to add to cart, re-targeting them with a purchase ad. Again, they're using the same discount as you're using in your abandoned cart sequence, making sure that people see that product again to nudge them forward to.
So that is how I would use ads with your email that has all been incredibly helpful. I'm sure you found it really interesting and you're probably thinking, right. I need to go away and do all my email. But it's quite easy to feel overwhelmed. Isn't it? So what would we do? What's one thing you'd recommend doing today to get started.
Yeah.
Eman: I would say, welcome sequence. Just set up your welcome sequence and you can do it in a day by literally just finding your most valuable piece of the content, like fine too. And you want to add those? Those are going to be two emails you want to add, you know, find your intro.
So maybe take some info off your about page, or maybe you're already great, you know, intro post on Instagram, take that [00:37:00] post and just copy and paste it. That's another, that's a third email. Quick second email. You know, who are you literally? That can be five lines. You just set up the backend.
So the tags work and then the first email is the delivery email. While you're just delivering what you said you you're going to deliver. And that can be a paragraph. It doesn't have to be crazy. You can do this in a few hours. If you. Get out of that. And I know it's hard because I am this person, but to get out of that, it needs to be amazing.
Perfect. Kind of mentality and just do the thing, get it done. So you have something that us that's working for you.
Sophie: Yeah, apps and you can always tweak it, con you and add to it and
Eman: Absolutely. Yeah.
Sophie: to get started. Brilliant. So if you've loved listening to all of email's tips and advice and want to hear more. That is two ways you can do that. So she has a brilliant 35 minute fast track email class that teaches you how to boost your conversions and sales through email.
So if you're kind of thinking, yeah, this is for me, I want to do this. I really highly recommend you sign up to that. [00:38:00] You can go onto our website to get that. And I will put the link in the show notes. And if you want to just follow her and get more wonderful tips and hear more about email, you can follow her on Instagram, which is at EMA.
K. And I want again, put the link to that in the show notes. Thank you again so much for your time today. That was incredibly helpful.
Eman: Thank you for inviting me. I have loved talking to you.
Sophie: Me too. Thanks so much. Thank you so much for joining me this week before you go, make sure you subscribe to the podcast so you can receive new episodes, right when they're released. And if you ever enjoyed these podcast episodes, I'd really love to ask you to leave a review in apple podcasts reviews are one of the major ways that apple ranks their podcasts, and it only takes a few seconds, but really does make a massive difference to new people.
Finding me. Thank you again for joining me, Sophie, in this episode of growing pains, see you next time.
