← The Email Sound Booth with Liz Wilcox
The Email Sound Booth with Liz Wilcox
*SALES EMAIL SUMMIT* Cheryl Rerick –using Voxer voice notes to close sales
00:18:52
Hey, email nerds and marketing misfits! In this episode of Sales Email Summit, host Liz Wilcox sits down with Cheryl Rarick – email marketing strategist, automation whiz, and the genius behind “Email Diaries.” Cheryl spills the (inbox-friendly)...
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- [00:01]
A
What up? Liz Wilcox here, the host of sales Email Summit. Before we get into this interview, I just want to let you know that this summit is sponsored by list gadget. ListGadget.com is how you can turn every email into a growth machine. We've got embeddable polls, leaderboards, referral programs and more. And I know this sounds crazy, but you can do it in about 30 second startup time. Now right now we are offer $10 off the starter plan to make it just $9 a month. So if you're into adding email polls, reactions, subscriber leaderboards and more to your email newsletter, head on over to listgadget.com all right, let's get into this episode. Okay, Cheryl, my dear, what is the most interesting or most lucrative email list you have sent in the last six to 12 months? Any and all details you care to share, please.
- [01:08]
B
Hey, I'm Cheryl Rarick and I am a email marketing strategist, automation engineer and deliverability expert and the voice behind email diaries, which is a binge worth the five minute interview series where top email pros like Liz spill their most creative list engagement strategies. So needless to say, I love to learn like nerd out on everything to do with email. So my favorite sales email that I've sent out, and I've sent it in the last three live launches that I've done is an email where I invite people to request a personal voice note from me. So let me rewind for a sec and tell you a bit about how I came up with this and why and then I will tell you all about this email so that you can follow along my strategy. So basically I remember when, or you might remember when we all did like this strategy where we sent out a personal video to people or like a loom video toward cart close time and a launch we like, hey, I sent you a video, you know, we maybe hold up a sign with their name on it. That was really popular for a while and we used tech like I don't know, sometimes loom, but sometimes I think it was bonjoro bomb bomb. Different, different tech to do this and that was really common. But I noticed, I don't know last year that that kind of stuff, engagement was declining with it because people are bored of the same thing. We've seen this pattern, like we know what you're doing so it's like not that interesting. And I also noticed that you know when you ask for a reply to your email to see if people have questions about your offer in a launch, I was getting Fewer replies last year and I still like a lot in my welcome sequence. But when it comes to sales emails, I wasn't getting those. People weren't feeling as comfortable replying and I about that to myself and I'm like, Kate, sometimes I'm shy to reply to people's emails because you feel exposed, right? Like you don't be sold to, especially if you haven't decided yet and you just have some questions. You're like, oh, if I email or if I reply, they're going to try to sell me. And so I had all of this in mind and I really wanted to have, you know, a personal touch point near the end of my launch. But I wanted it to feel different and somehow and I also wanted to feel like transparent and safe and you know, consent based like the ball in their court. And so I thought long and hard about that and I wanted to be able to answer people's questions but allow them to be a bit more passive about asking it and, and still have some sort of personal human, real life connection somehow. So I thought to myself, like if a reply is too much to ask right now, like what would feel really easy? And I thought, you know what a link click. If they could just click a link and elain click can tell me a lot of information, right? And feels like a safe action for them to do. So I wrote an email and what I did was I listed out all the common, like the but it will this work for me question, you know, the unicorn. We're all especially unicorn. Sure you have testimonials but it probably won't work for me, right? So I thought of all the ways I've heard that question before and I listed those out and then I linked them all. They all went to one page that was like great, got it, thanks. Like keep an eye out on your inbox, I'll send you a voice note. All they had to do though is click which one of those objections that resonated with them the most. And I would send them a personal voice note with my honest opinion about how my program could work in their unique business. They're unique and special business, right? And so what I did was it tagged those link clicks with the different, you know, I tagged them with which option they chose so that then I could record personal voice notes. I used Voxer for that which is like a free walkie talkie voice note app. And I recorded the voice notes. There's a section called My Notes where you can basically talk to your own self. I recorded them in there and then grabbed the link to the individual voice notes and inserted that into the reply email. It was like gotcha. You know, like got your request. I recorded you a personal voice note. For me it made sense too because I include boxer coaching in my offer. So it was a way for them to like experience that without, you know, having to sign up for anything. They get to experience what it would be like to hear my voice and talk about their business. They don't have to have the the app in order to click and listen. So that was really nice. I could reduce the friction. They could just click a L, go straight to the audio and listen to me talk about their business or what I know from their link click. So that was really fun. And I got, you know, I got some good conversions out of this. I've done it three times now and each time I usually make I would say three to four sales for like a 20$200 product. So, you know, 9K in revenue or so. So it's busy day when you make this offer. You get like, I think this last time I 30 voice notes. It's a couple of hours of talking. But for 9k in revenue in a day of talking, definitely worth it in my view. And now that I've done it three times, what I noticed is that I've got sales in this launch from people who I left a voice note for in my last launch, right? So those long tail conversions are still coming in from that investment of personal connection. So that is my favorite, my most favorite launch or sales email that I've sent recently because it felt unique, it felt special, it felt consent based. I wasn't just like jumping in at them with a voice note. I was like, you ask me by clicking this and I will respond. One thing I did that I would warn anyone wanting to try out the strategy is in the P.S. i said wait. If you're just want to see what's on the other side of the link, just here click this and you can see the page. If you click one of the above, it's going to tag you. So if you don't want a voice note and you just want to peep what's happening on the other side of the link, click, click this one and you could just see the page. Because I teach email marketing so most of my people are marketers and they want to, they want to follow the links to see how this strategy works. And I was like, no, please don't. Because then I will be leaving voice notes for people who don't actually want them. So I did include a little P.S. a little cheeky P.S. with that little note to help avoid that. But anyways, that's my favorite sales email that I've sent in in a long time. Really. And I still love it and I just used it this week and it's still, it's still a really fun strategy.
- [08:02]
A
Love, love, love this email. I remember that I got this email because of course I'm a nosy nelly and I'm always getting on people's email lists that I admire. Side note, if you're listening and you see people like, I got Cheryl Rarick, Tarzan K, Lizzie Goddard Kennedy from Email Marketing Heroes, Iman Ismail, Andrea Jones, like I got all these people in one summit. Like, I am so nosy. So anyway, Cheryl, do you care to read this email for us? I don't know, I'm just feeling called like people probably want to hear it. And of course you can get the steel these sales emails template packet to get this all wrapped up and tidy and tied in a bow for you to take and make your own. But I just want Cheryl to read it because she's just so good at explaining stuff.
- [08:59]
B
Okay, so let me walk you through this email. So I said, you know, hey, first name if you've been eyeing up Automate and Chill, which is my main program this week, you might be wondering, but will this work for me? I think I edited this time a little and it was like, you know, will this work for my weird business? Because everyone thinks theirs is, you know, special, unique, weird. And then I said, fair question. Below are some scenarios that I have been asked already this week. Click the one that best represents to you and I'll personally reply with a voice note. And then I had bullet points with each one. Like I do live launches, I have a funnel. I'm a service provider. I have a group program with a live cohort. I have an online course, I have a digital shop, have a small list or have a new offer. Those are objections or questions that people tend to wonder how their unique business will fit in my program or not. And I'm super honest on these voice notes too. I don't sugarcoat it. I'm not here trying to sell people who don't want into my program. But that's the list of questions I ask in the email and then I say, or even better, hit reply and tell me your specific situation and I'll give you my honest answer. Enrollment is closing on, you know, the next day or two days later. I like to do it two days later to give me enough time to record all of these replies and then I'd like to help you feel confident to move in either direction. And then I sign off. My PS is please only click one option so I don't get mixed up when I record your voice note or just hit reply and give me the full picture and then I have a link here. Want to see what's on the other side? Just want to see what's on the other side of the click. You can snoop it here and give those looky loos a chance to do that and then to reply because I've given specific options for them to choose. I do write myself a little script or point form notes so that when you're recording 30 of these, you tend to forget what you just sent and to who. So it's really good idea to write yourself point form notes or little script that you can follow so that you can follow the bouncing ball and continue to leave these voice notes. I do mention their name several times throughout the voice note. I really want it to be like personal to them. I don't want to have it a templated one that I send to everybody because I think that is the key is we're having a real conversation human to human. So that is the email and then the reply email I send to organize all the responses in my. I use a full CRM, not just an email platform. So I have the tags and for mine those tags will automatically, automatically put it onto a pipeline where it looks almost like a trello board, a kanban board where I can keep track of how many people ask each one. You could, you know, use. You could zap it. You know they have a tag. You could zap it over to a spreadsheet if you want to take notes or keep track of these connections. That would be my suggestion. Otherwise you could just pull up, you know, all the people with this tag and leave them voice notes. So you record the voice note in Voxer in my notes section and then you can grab a link to that specific voice note. I have Voxer Pro. I'm not sure if you can do that with the free version. You might be able to, but you can grab an actual link just to that one voice note and then I put that into like a custom field. Or you can manually send these emails if you're not doing a lot of them. And my reply is like, hey, first name, I got your request for a voice note. I recorded it on Voxer so you can see. But that's like you get three Months of Voxer with me in the program. So that's something I mentioned because it makes sense for me. And then I say, listen here, you don't need the app to listen. And I put the link and then I close with if it feels good, you can join us here with a link or reply with any follow up questions or you can voice note me back on Voxer and then I link to my Voxer profile so they can just click it automate and chill my program. You know, enrollment closes tomorrow night or like whatever day it's closing. I want you to feel confident that you can get the results you're looking for. And then I sign off. So it's a really casual little note just linking to the voice note. People have loved this strategy. I get a lot of people replying or voice notes back even if the program isn't a fit for them. They're just like, wow, that was super cool. Like, you actually talk directly to little old me. Like, oh, it's not the case. We're all, you know, I love to have these conversations, but they're always really very surprised that you take the time. And I think in the day and age of AI taking these real personal and connecting steps with our email subscribers can make all the difference in building these relationships that do spin off into sales either during this current launch or like I said, people I've left voice notes for in the last launch are booking in this launch as well as people who are not a fit for the program. I've had them go on to buy some my smaller officers or sign up to be affiliates and refer my program to others. So I think it's a great investment of time.
- [14:15]
A
Cheryl, this is so amazing. I think you're totally right. This is a good investment in your time. So I know a lot of us marketers, you know, teach, like set it and forget it. But when it comes to, you know, when your program or service is a little more, you know, like it's a larger transformation or a larger price tag, sometimes it's not just, you know, set it and forget it. Sometimes you've really got to add that personal touch. And you should, you should want, I think Cheryl mentioned, you know, I don't want people in the program that aren't the right fit. And so, you know, it's always worth it to spend that extra time, you know, getting to know your subscribers. So, you know, if they're going to be the right fit for your programs. Because we've all been in a program where it was like, oh, Maybe I, maybe I wasn't the right fit for this. Or we've sold something to someone and you're like, maybe I wish I hadn't taken their money. So I love this. I think you're totally right that, you know, it's worth it to spend a little extra time to make those correct sales. Not just make sales, but make the right sales for the right people. So I love this. Thanks for breaking it down so fully now, Cheryl, because you are an email marketing pro. I love email. Email changed my life. I want everyone to have all the email people in their back pocket. Let us know how can we join your email list and learn more amazing tactics and strategies from you?
- [15:53]
B
Liz? This was so fun. You know, I love to nerd out about email all day long. If anyone wants to come hang out with me on my email list, I have a little gift, my favorite gift actually that I'd love to give today. That is my time to conversion calculator. Because we can talk about email stats and things and averages and you know, oh, the ROI on email is this. We can talk about those numbers all day long. And you and I, we like to do that, but none of it matters unless everyone looks at their own numbers. And so I created this little tool, this little spreadsheet and beautiful dashboard that helps you see how long does it take your email subscribers to buy. Like from the point they join your list until the time they give you some money, how long is that taking on your list. And that way you'll be able to see, you know, how much you're making in the, you know, short term sales and then how much you are getting in the longer term, longer sales cycles. And you can then clearly see where to focus your energy on your email list. And it's super fun when you get eyes on your own numbers. So love to give my time to conversion calculator. You can head to cheryl rare.com Liz Summit to grab that for free. And thanks again for having me to chat email with you.
- [17:12]
A
Holy crap. I literally did not know that Cheryl has a calculator like that. I'm going to steal it because another thing I don't know is I don't know those exact numbers, y'.
- [17:24]
B
All.
- [17:24]
A
I'm really good at selling. I'm, I do, I do okay with the metrics. Like I know what the metrics are. I know what I should be tracking. Patricia, she's my sister, slash assistant, slash life manager, slash best friend of my whole life, love of my life. Anyway, she keeps track of those metrics And I bet she would love, love, love that calculator. So go to the show notes, steal that calculator. Another thing you're gonna want to steal is Cheryl's email, right? How to get, you know, people to write you back questions so you can send them voice notes. Just like I'm making this voice note. Get the template pack. The steal these sales emails template pack you already know. It's a plug and play collection of every single email from the summit, including Cheryl's amazing hit reply, get questions, start a conversation email, right? These are rewritten for you. Okay. This isn't. You're not just going to get Cheryl's email and you have to rewrite it. I'm going to rewrite it for you. It's Mad Lib style. Okay? Fill in the blank. Simple templates you can customize in minutes. Don't have to decode, you don't have to guess. Just copy, tweak, send and make sales just like Cheryl in this summit. Just $35 a total steal. Steal these sales emails template pack, link in the show notes.