← The Email Sound Booth with Liz Wilcox
The Email Sound Booth with Liz Wilcox
*SALES EMAIL SUMMIT* Sarah Mueller– free ticket to an upsell
00:13:35
Oh hey, email fam! This episode is POSITIVELY bursting with the good stuff for anyone who ever wondered if you could sell (and sell a lot) from your inbox even if your topic is a little, well... different. 🎁 Liz Wilcox brings on Sarah Mueller, the...
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Transcript8 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. 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. Sarah, I am so excited. Let's get into it. What is the most interesting, the most lucrative stuff sales email that you have sent out in the last 6 to 12 months?
- [01:07]
A
Hi, my name is Sarah Mueller and I am the founder of the Decluttering Club. And I want to tell you about the top email that I have sent over the last 12 months. Actually, this is super interesting. I really enjoy going through this exercise because I have sent this email twice over the past 10 months, 12 months, and each time it has been exactly the same. And these two emails are my top two emails in terms of revenue. So the subject line is I have a gift for you. And then there's the little present emoji. The pre header is unlock your surprise today. And then this is such a simple email and I know Liz is going to include it with, you know, with this recording. I'm not going to read it to you, but I just think this is so fascinating because it's very short and sweet. It's basically an invitation to our free challenge that we have run many, many times. And it's just getting people to sign up. So a little bit of background for you. I have run this challenge, I've run it as a paid challenge and I've run it as a free challenge. But these two particular times we ran it as a free challenge and then on the thank you page people are invited to upgrade basically to get the recordings and then some other goodies. Right? So this is basically an email going out to a free challenge. And the first time we sent made us $16,523. And then the second time we sent it, it made us $8690. And the difference is probably that more time has elapsed from the first one to the second one because you know, I send this email and people will sign up, they will Upgrade, they will get the upgrade offer, and then over time, they may choose to buy more things. So the revenue is attributed over time to these two emails. And so that's what's going on here. I think that email is super fun. I think that email doesn't have to be scary. I feel like email is a love letter to your people, and that's what's going on here.
- [03:26]
B
Sarah, I love this so much. So where did you come up with the idea to send them to a free challenge and then upsell? And how or why do you think this works as far as a sales strategy goes, you know, going from that free ticket to the upsell?
- [03:47]
A
Hey, Liz. So we actually did this free challenge just for free, I think few times, I'll say maybe two or three times. And then I was like, let's just supercharge this. Like, let's make this better. And we kind of started adding on just more to the challenge. I think the first time I did it, I was just live on my Facebook page, my business page, and I just showed up live every day and for a week, like five days, and I just taught. And then over time, it evolved. So I probably done this now maybe 12 times. So when I started to make it more interesting, I thought, well, you know, like, people will probably pay to keep the content. Like, we always incorporate an element of scarcity, right? Because you want people to take action on your content. And how many times have you bought something or have you gotten something for free and you're like, oh, I'll get to that later. That's what we all do, right? We all have, like, the graveyard full of stuff that we have been meaning to get to. So I needed a strategy to get people to take action. And that strategy was, these videos are going away at the end of the week. And we were super clear about that from the beginning. So, you know, you can get in for free and you get, like, phenomenal experience and training, and it's, you know, it's very well put together. But the catch is that you got to do it because it's disappearing. So you have to watch the videos. And they were all short. Like, each day was probably under 10 minutes, like five to 10 minutes. But they're going to disappear at the end of the week because we want you to do. Like I always said to my people, my job is to get you results. And the way that I'm going to do that is by, like, pushing you to do the work here. You're not going to get results unless you do the work. So. So the videos were always removed at the end of the challenge, but I figured, well, we can, you know, we can remove them, but if you do want to pay, you know, if you do want to pay a price, then you can keep the videos, right? So that was the alternative. Either you. You get them for free, but you have to take action now, or you can pay and then you can keep them for later. Right? And you get lifetime access to them. So that's how it worked. Right. And we had some other goodies that were bundled in together. And, you know, over time, we added stuff like, I think at the end we were charging. I don't know, we were probably charging. I think it was like, maybe it was $27, maybe it's $49. We tried a bunch of different prices, but, you know, they would get the. The. The challenge videos, and there was a workbook, and then they also were invited to come on Zoom so they could ask their questions live. So there were. And there were some extra bonus content as well. So it made it really, really attractive for people to upgrade. And I think in any audience, you're always going to have a certain percentage of people who will upgrade, right? People who either, you know, they know they want to come back to it later, or they just, like, they like the premium option, right? I mean, it's going to depend on your audience. It's going to depend on how good you are at selling things as to what that percentage is. But there's always going to be some people who are willing to upgrade. And so that's how it worked out for us. And it was just highly successful. So we were always able to finance the. The running of the challenge, which. Which was not cheap, right. So I would spend anywhere from, like, at the end, I was, you know, I would have spent $100,000 on Facebook ads if I could have. It's kind of hard to get there. But, you know, I've. I've had times where I spent 40 or $50,000 on Facebook ads to get people in the door for my challenge. And then I would break even or, you know, I might make. I might make some money on the front end, but then I would sell them into a membership, which is where, you know, we could support them over the long term. So that was, you know, I was willing to. I was even willing to lose some money up front if. Because I knew I would be able to sell them into my membership later, which is what people really need, right? Like, you can learn a lot. And during a challenge, but you really need. You really need more time to, like, have everything sink in. So that's kind of how it worked out. That's pretty awesome. And I want to add on that we had a lot of success. So we would offer them the upsell on, you know, after they opted in. Right. That was the first time they would get a chance to buy that. And they. And as you can see, like, those two emails were the most successful ones. But we kept promoting it throughout the entire challenge. And we really, like that kind of tipped the balance for us once we started doing that heavily because some of the people, if they're brand new to your list, if they've never heard or seen anything from you before, they don't know why they are going to want to buy that thing. So we would keep giving them opportunities and keep giving them reminders to get that upgrade later on during the week. Our challenges, we usually have like an enrollment period and then we'd have a week for the challenge. So we would, like, at the bottom of most of our emails, we would say, did you not get the plus pass yet? Here's your opportunity to upgrade. We kept reminding them, and this is a lesson that I think I've really learned. Really, you need to keep reminding people that there is something available because they are busy, they are distracted, they don't know if they won't like you yet. There's just a million reasons why. They may not say yes up front, but it doesn't mean that they're never going to say yes. So you need to keep reminding them. And deadlines, deadlines are incredibly, incredibly powerful. They motivate people. We need to give people a reason to, you know, to get, to get off the couch and go find their credit card or to use their Apple pay or whatever. Like, that is our job as marketers, is to give them a reason to do it. And I see people, I see newer business owners and email marketers now being so quick to give up, and I'm like, did you remind them 10 times? Like, did you? And I'm not exaggerating. Did you remind them 20 times? Because if you didn't, like, they're just not going to take action unless we keep after them. And we do it because we have the answers to their problems. So we're not doing it because we're greedy. We're not doing it because we want their money. No, we're doing this because this, like, at least for me, the. The work that I do solves very, very painful problems. And so I know that they need to do. They need to take action. They need to buy my stuff because it's going to help them. It's going to alleviate suffering. And so that's why I'm so insistent, because sometimes people need. They need to know that you believe in your stuff and that, you know you're going to keep after them so that they will take action. You know, and if they're not, if they are not completely convinced, it's easier to do nothing and to stay stuck rather than actually getting the help they need. And so that's something I remember because we just got to keep following up and it works very, very well.
- [11:23]
B
Sarah, so amazing. Thank you for all those details. I think that really helps people conceptualize and, or visualize how a free challenge can actually make you a boatload of cash. So if people are into the whole decluttering thing and they want to join your email list, how can they get signed up?
- [11:46]
A
Well, they can just head on over to the website@theddeclutteringclub.com and there is a form on that page where they can sign up and get all of the goodies. Thank you so much for inviting me to do this. I love this format. Super fun. And I think I've told you before, email is absolutely my first love. So I love that you are spreading the word and, and helping so many people to do this as well.
- [12:14]
B
Did you hear that, Sarah? A person who has a website blog business around decluttering social media is not her first love. YouTube is not her first love. Email marketing is her first love. And I happen to know Sarah. I met her through like a friend of a friend. And y', all, she. I don't know if she wants me to say this, but she makes bank okay with a decluttering blog. So no matter what your industry, what your niche, what you are selling, you can make sales just like Sarah in this summit. Okay, so want to steal this email from Sarah? Want to run your own free challenge and follow along with what she did? Get the steal these sales emails template pack. Get this template pack. Just $35. It's a total steal. Get it? This is a plug and play collection of every single email from the summit. It is rewritten into simple template. Simple templates. Why do I stutter over that every time I say it? Simple templates. Customize a minute. No decoding, no guesswork, copy, tweak, send and make sales. Just like Sarah. Link in the show notes, baby.