← The Email Sound Booth with Liz Wilcox
The Email Sound Booth with Liz Wilcox
*SALES EMAIL SUMMIT* Ingrid Urena– a soft invitation in an evergreen sequence (with testimonial!)
00:11:42
Hey friends, it’s Liz Wilcox here! This episode is seriously juicy for all you email nerds and business besties who love making money while keeping it real. Our guest, Ingrid (the creative genius behind Penguin Designing), drops wisdom on how her...
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Transcript7 lines
- [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. Ingrid, so excited to hear what is the most lucrative or most interesting sales email that you have sent out in the last six to hi, I'm Ingrid.
- [01:05]
B
Arena, Founder of Penguin Designing and we create strategy led shared websites and e commerce shops for coaches and creative small business owners who are ready to turn pretty sites into money making machines. Now when I think about my most amazing or most lucrative email that I've sent in the past year, it's actually not what you might expect. It wasn't a launch announcement, it wasn't a card close. It wasn't even intended to be a hard sell, just a soft invitation. This one came from a newsletter in my evergreen sequence in which I go over different series and types of emails. So this was part of a ROI transparency series where I share real client results and the email simply walked my readers through a behind the scenes audit I'd done on a client's website and shop and I even included some screenshots because I truly love nerding out on what I see in analytics and I think it's such a cool thing, at least for me when I see behind the curtain for other people's businesses. So I love to be able to share that with my subscribers. I talk about in the email. Like I always try to start with a little bit of a introduction to whatever I'm going to be sharing, but I try to be succinct. So I went over specific things that I looked for in the audit, the small strategic tweaks that we made because really it's never the groundbreaking stuff that makes all the difference. I think that's a powerful thing to share because sometimes we just make up these big ideas in our heads and of course the most important part for me was sharing the tangible return on investment that the clients saw from those changes and like how fast we saw them. So of course, I was careful to share enough detail to make this valuable without exposing sensitive data so readers could actually see themselves in the example. And that to me was kind of like the magic part, because I wholeheartedly believe that when you give people a story that they can self identify with, they naturally start thinking, oh, this could be me. At least that's how I see it. Or that's how it happens to me as well. So if I look at the analytics for that email and because this is part of my like Evergreen sequence, inside of ConvertKit, I can see how many times it's been sent out. So within that first month of it being added to the Evergreen sequence and going out to the list, I booked six audit clients. It was a range between 900 to 1200, so it depended on exactly what we were focusing. But that's over $6,000 in revenue from an email that wasn't even trying to be a hard sell. So that to me was really, really good. And because it's on the Evergreen sequence, then new subscribers keep seeing it and it keeps bringing in audit bookings without me having to send it again and again. So I really, really appreciate that. I love sending one off broadcast, but I think that having it in this particular Evergreen sequence is such a nice this kind of service from me. Because what would make it a little bit more interesting if I share this is that this may be odd, but the audit service isn't even listed on my website. This is kind of an exclusive subscribers only offer because I do have my marketing separated by where my customer journey touch points are. And so this kind of services are not available on my website. That is a completely different part of my customer journey, the different kind of clients. So it is so good to see that this is working. And of course the email is focused on value and real results, like exactly things that people have gotten in the past. And it didn't really include urgency or scarcity. I think it worked because it showed exactly how I think and what my process looks like. Just like building trust with the reader without a hard pitch. And I think that that's why it's my favorite, most lucrative email. Not because it was the biggest moneymaker compared to like a full course course launch, but because it proved to me that the connection, the proof, sharing that equals sales even when I'm not directly asking for them in a go get this right now. So truly one thing that I always share with my own clients when we're working on their marketing is like your most profitable email might not look like A sales email, after all, sometimes just pulling the curtain back and showing exactly how you or your team or your service or your product is helping someone else is more than enough to make the right people raise their hands and say, how can I get that?
- [05:41]
A
Too great. I love this so much. I love that you called it a soft invitation. You know, people love to buy, but they don't like being sold to. Right? So I love that you are pulling back the curtain, saying, hey, maybe you see yourself in this client and their result. And I also think it's super cool that this is an offer, like you're pitching an offer or, you know, softly inviting people to something that's not available on the website. So it's something new, it's something soft. I feel like, especially in the last six to 12 months, people kind of, you know, they like that fresh take and they like that softness versus the go, go, go type of selling we might have been doing in the past. So I'd love to know, what is the subject line of this email and when do people get it? You said it's in sort of an evergreen series. So for those listening, you know, I join Ingrid's email list, eventually I'm going to get this email, right? And so I'd love to know, like when, when do I get this email? Is it in the first week of signing up? Is it a couple months later? We'd love to know.
- [07:00]
B
Yes, you're so right with the softness. I think people are truly craving that authentic connection over the aggressive sales tactics that we see all the time and that we're getting used to. And the subject line for this email is stock sales. Here's what helped this shop sell four times more. And it's actually email number 52 in my evergreen sequence, which means that if you join my list today, then you will get the email almost exactly a year from now. Because I do send one email every Tuesday. Now, I want to say that that doesn't mean that you're not getting offers before then. I'm definitely selling and promoting different things earlier in the sequence. Plus, of course, I run one off broadcast when I have something timely to share or when I'm in a more like marketing heavy season. But what I love about the email and having this as proof is that it hits after someone has been with me for a while. So by that point they've gotten to know me, they've seen a variety of my offer, and we've hopefully had some back and forth via replies. Because I really do love it when people write back to my emails. I think that relationship building plays a big part into why it converts so well, even though it's coming much later. People that are still opening and engaging at that point, they're my most aligned subscribers. I would say they're the ones who genuinely value what I share, not just the people who maybe grabbed the freebie and forgot about me. That said, I would never tell someone to wait a whole year before sending an email like this. You can absolutely sell sooner, even if it's just a soft invitation. That's just where it happens to fall in my current sequence. And honestly, I'm tempted to run an AB test and move it earlier just to see how it performs. Like the data nerd in me is curious about whether this conversion power for this email is coming from the content itself or a mix from that actual relationship debt that has been built over time. I'm continuously adding to the Evergreen Sequence. I've been building it since 2023. So it's this living breathing system that keeps nurturing my subscriber relationships even when I'm focused on other parts of my business. And to me, that balance of having both the evergreen nurt emails and the flexibility to send timely newsletters means that I can have this deeper relationship building moments while still being responsive to what my business needs in real time.
- [09:11]
A
Great insight and I love hearing from someone who has that year long year plus long Evergreen sequence. That's actually something that I don't do and I don't have a lot of like in my personal businesses that I've owned and experience. I've set it up for clients. So I love that we have this in this summit. Thank you so much for sharing. And of course if people want to get that Evergreen sequence, they want to enter into your world to get all your goodness and learn from you. How can they sign up for your email list?
- [09:48]
B
I absolutely love my Evergreen sequence. It allows me so much space and again it's flexible enough that I can email any other day and be truly live with my audience. But I just feel like it really really helps me in the way that I run my business and people can directly sign up on my website to my newsletter, just literally no freebie attached. They don't want anything but I recommend getting a free gift so you can go to penguindesigning.com Niching N I C H I N G and my free step by step workbook to preferable specializing is going to be on its way to your inbox. This is to give you a little heads up a practical workbook for positioning yourself even when you're multi passionate, which is important to me. And I included the same proven exercises that I use with my clients to map your expertise to specific high value problems you solve. Which to me means that you can grab on and find what are your biggest moneymakers.
- [10:44]
A
Well, you heard it here first. Go check that out in the show notes and also steal this email with the Steal these sales emails template pack. Do you love what Ingrid was saying about a soft invitation about just saying, hey, this isn't something you can find on my website, but if you're into it, you've been on my list for a while, you know, here you go. Do you love that? I love that. That's why I put this email in the template pack. This is a plug and play collection of every single email from this very summit rewritten into simple templates so you can customize in minutes. Okay. No decoding, no guesswork, copy tweak, send my friend and make sales just like Ingrid in this summit. $35 a total steal. Steal these sales emails template pack link in show notes.