← The Email Sound Booth with Liz Wilcox
The Email Sound Booth with Liz Wilcox
*SALES EMAIL SUMMIT* Eman Ismail– 40 word email that made $60k
00:14:33
Hey friend! In this ultra-actionable episode of Sales Email Summit, your host Liz Wilcox (that’s me!) sits down with the incredible Eman Ismail founder of Eman Copy Co. and all-around email rainmaker. We get into the sweet, sweet story of how a...
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Transcript9 lines
- [00:01]
A
What up?
- [00:01]
B
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. List Gadget.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 3:30 second startup time. Now right now we are offering $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 list gadget.com all right, let's get into this episode.
- [00:53]
C
Okay Iman, what is the most interesting, most lucrative sales email that you have sent out in the last 6 to 12 months?
- [01:03]
D
I'm Iman Ismail. I am the person to call when you want to make money from your emails. I'm the founder and head email strategist@emancopyco.com where me and my team help you take your email list from. Has potential to highly profitable. I'm also the host of multi award winning HubSpot podcast Mistakes that Made Me okay. So the most amazing sales email I've sent out is a 40 word email and I'm just going to read it out because it's so short. So this is how it went. Subject line, still thinking about it. And then the body copy. The body copy inside the email when you actually open it is hey first name. I noticed you had a sneak peek at the new prices on my website, but you haven't got in touch to talk about working with me yet. Are you still thinking about it? Iman? That's it. So to give you some context, I had updated the prices on my website and then I sent an email to my email list saying that the prices were going up and you know, check out the new prices. What I did then was I tagged everybody who clicked on the link to take them through to my website with the new prices because obviously them clicking expressed to me that they were interested in what my prices were. Why are you interested in what my prices are? You're interested because you are potentially interested in hiring us. Now I will say one thing because you might be thinking, oh, but how do you know that they're not just like your competition checking out your prices or they're not all the copywriters or email agencies checking out your prices to see if to see what you're charging so they can like figure out their own pricing. Because that is a really, really valid point. Now I segment my list. The answer is that is segmentation. I segment my list. So I know as people enter my email list because I get them to segment on the signup form, I know what they do. I know who they are, what they do as their role, as their job. So I know if they're a copywriter or someone who is in my sphere who is joining my list because they kind of just want to see what I'm doing, which is fine and kind of follow my business journey, right? And I also know if this person is a business owner who wants to hire my agency to do their emails for them. So I know if they're an ideal client, right? And that meant that I could really get specific and target only those people who were potential clients. And we're checking out my prices because they were potential clients and not because they're essentially my competitors. So that's the first thing is, is really targeting the email at the right audience. The second thing to know is that this was actually a follow up email. So this sales email is a 40 word follow up email. And once I got those, once I had basically tagged the people who clicked through to my website, only those people who clicked, only those people who were tagged as clicking and showing interest in the prices in the new prices on my website were actually sent this follow up email. So not everybody who received the first email received this email. The second email that I'm sharing with you and the entire list certainly did not receive this email. So the next lesson there is really about personalization. A lot of the time people think that personalization within email is just using a first name merge tag. And you'll note that I did use the first name merge tag. But personalization is just so much more than that. This is really tailoring your subscribers experience on your email list based on their own behavior, based on their interests, based on what you know about them and what they, you know, know about themselves and what they know is true about themselves and all that kind of good stuff. So I'm really personalizing this experience based on what this subscriber is telling me about themselves and what they've told me is I'm interested in your prices but they didn't get in touch to work with me. And, and the next lesson there is the power of the follow up because this email is a follow up email. Again, not one that everyone got. It only went specifically to people who express their interest in potentially working with us. However, even though people are interested they don't always put their hand up on the first go. Sometimes they need you to follow up and give them a little push. Not necessarily to buy, they don't need to be pushed to buy, but they do need the push to kind of open up a conversation. And that's what this email was about, which is why I asked a really direct question. Are you still thinking about it? Iman and I ended on a question specifically because we know as, as email copywriters and I think most copywriters will know this, that people are more inclined to respond if you ask them a direct question and if you leave the email open on a question. Because our natural inclination as humans is to answer is to resp. So that's a really kind of useful strategy to take for your emails. It works as well in subject lines too. When you ask a question, you'll notice that your subject lines with a question get more open than a subject line without a question. You can test that, you can ab test that and see and watch that be the case in most cases. So the next lesson in this is to track behavior. So I don't just send emails and then just like let them go out into the ether. I actually, you know, I, I track the result. I track, you know, who the opens and the clicks. And in this, in this specific case it was the clicks. I want to see who's clicking and then do something with that data. And I think I buried the lead here because I didn't tell you what happened next. I guess I wanted you to understand kind of the thought and everything behind the email before I told you what happened next. Okay, so bear in mind this is a 40 word email. There is no banner, there is no fancy sign off, there's no nothing to make it look like a marketing email. Email is a plain text email, no fancy designs. It looks super simple. The strategy here is that I want it to look like an email that I have personally typed out and responded to. Not because I don't want it to look like a marketing email. I don't want it to look like a typical newsletter. I want them to, to feel like it's a personal conversation I've just responded to, literally typed it out with my own, you know, little fingers. So it's that simple. And what this did was it got a response, it got one response. And remember, this is a great thing about an email like this is I don't need everyone to respond, I just need one response. So I get an email back from someone that I had never heard of. That I didn't know who was on my email list that said, hi, Iman, I love that you sent this email. I'm really interested in exploring working with you for some custom copy work. But I have one question. And then they asked me their question, which was basically an objection around hiring us and working with us. And it was about like, do you do X type of work? And the answer was, yeah, I do. We do. We can do that for you. And to think that this person was sitting on that question and would have just sat on that question if I hadn't created this system where she would get this follow up sales email is mind blowing to me because it makes me think about how many people are on your list right now who just. Who you just need to like, you know, open up a conversation with. You just need to have a conversation with them. They're so close to hiring you or buying from you, but they just need some confirmation from you about something probably something tiny like this, like this client. Anyway, the end result was that this client has become my top client. She went on to hire us. She said yes. She said yes over and over and over again. And her lifetime value as a client is over $60,000 from 140words email. And I think that's simplifying it. Yes. Because she was on my newsletter. I didn't check at the time how long she'd been on it for. I should have, but she was on my newsletter. So she was being nurtured. She was hearing from me regularly, multiple times a week, actually. She had come through to. She had joined my list through the interview that I did on the Get Paid podcast with Claire Pelz and she stayed on my list, been nurtured. So, yes, that work had been done beforehand, but I don't know if she would have hired me if I hadn't sent that follow up email, that follow up sales email, just asking what the issue was. What is it that's stopping you? Are you still thinking about hiring me? Are you still thinking about working with us? And then she responded and that led to $60,000, more than $60,000 worth of work. So, yeah, that I think is probably my most powerful sales email. And also, can I just say, she's an. She is an ideal client. She's one of my favorite clients. She's a joy to work with. And it just goes to show the power of email.
- [11:07]
C
Amen. You did it again. You did it again. I love this. I am so excited. $60,000 from one email. And yeah, you know, that's simplifying it, but it just goes to show you nurturing your list. Sending up, sending follow up. Knowing who is on your list and what to say to them can pay the big bucks, baby. I love this so freaking much. So of course I know you mentioned.
- [11:33]
B
Your podcast, but I would love for you to tell the listener how they.
- [11:40]
C
Can get on your email list and learn more about what you do.
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D
Okay? So I want to invite you to do my email quiz to take my email quiz. So this quiz is called discover your perfect newsletter style. And I created it so that you can figure out the newsletter format that works best for you, your preferences, your business and your goals. Because I have found that most people struggle to keep up with their newsletter and be consistent with it and you know, and and make money from their newsletter because they actually don't know what the best format is for them. They kind of just do in what other people have told them to and haven't really figured out for themselves what works for them. So this quiz, this could be a perfect newsletter style will help you figure that out. So if you head over to imancofico.comquiz you'll figure that out and you'll be one step closer to making money from your newsletter.
- [12:37]
A
Listen, you are definitely going to want to take this quiz. I'm taking it right now. And I stopped to record this because I was like, oh wait, I'm getting distracted. Can you relate to this? Anyway, one of the questions is what type of meal prep best describes your approach to email? And it's like, I'm the Sunday batch cooker. I write everything ahead of time and schedule it. That's not me. Give me the meal kit. I want guidance, structure. But once I have that, I'm good. I can follow a recipe. That's kind of what I teach in my email marketing membership. I'm a grab whatever is in the fridge person. I just wing it. Honestly, that's kind of me. Unless I'm launching. When I'm doing sales emails, I'm very much the Sunday batch cooker. And then take out all the way, I'm outsourcing it anyway. What a fun question. Aman definitely knows what she's doing, so sign up for her list. And because I cannot believe someone like Iman, who she just writes the best emails, is giving away this email is letting me templatize it. So steal it. $35. Can you believe it? Iman really is one of the top copywriters in the online industry space and she's giving you this email. She's letting me templatize it for you. $35 inside the steal these Sales Emails template Pack a plug and play collection of every single email from the Summit. Stop decoding other people's emails. Stop trying to, you know, guess at everything. Copy, tweak and send iman's email today. $35. A total steal. You get Iman's and everyone else's email from the Summit. Just copy, tweak and send. Can't wait. $35 in the show notes.