Email Secrets

Oh, email. You know, the thing is that I think it's useful if I tell stories here for a second, because I started getting, I started making money with email, like, right when I started. And nobody ever really taught me how to do it, and I never really have studied copywriting courses. I watched, like, a couple videos at the very beginning of the modules of copywriting courses, but I never went through them. And I never read, I read an old offline book on it and then got bored about halfway through.

But what I did was I just started doing it. And when I started doing it and then just reading other people's copy, I started getting good at it. So there's one thing that I could give everybody as a suggestion, and I think a lot of the leaders already do this. Like, I watch sales videos all the time. You know, BSLs, ugly old BSLs.

If I hear about one that's hot, I go watch it. And I see if it can suck me in, you know? And then I ask how to do that, right? And then there's a couple of people that have lists that I just continue opening their emails again and again for some reason, right? They always get me.

Like, Telman Knudsen, you know, nobody really knows who he is in this crowd. But man, that guy, I don't know if I'll click on his links, because they'll invest your computer with spyware. No, I'm just joking. They don't. He just sells hypnosis stuff.

But he gets me to open about that guy three and four emails. And I was actually just on Facebook, and I think it was Paul Hutchings. He had a thing that he put up as well. Did you see that thing he wrote about email marketing? He wrote this thing, and he said, I thought for email marketers, what if you just only emailed one piece of content per week that was really good, and then reopened the opens later in the week, and then reopened the clicks another time?

It's like, you only got one piece of content to create, and then you could email that a couple of times, and maybe people want to unsubscribe from your list, right? And I responded on that, and I said, I think every market's different. And I think every list is different. You know what I mean? If I was a lawyer, I wouldn't work the list I got the same way that I do right now.

I'd drive all my clients away, all right? But what we do is different. And so to get results with email, I think that we should talk first about what those results are, and what the real goal of an email list is, and what you're really trying to do. And then you've got to be willing to do it wrong and experiment a little bit and play with it. And I think that having a playful attitude in general is useful, right?

It just is for business. I was reading this book about a bunch of billionaires, right? One time. I can't remember the name of the book. It had Donald Trump in it, though.

Actually, it could have been that book Donald Trump and Robert Kiyosaki was writing when he was wanting to be a billionaire, too, which maybe he still is. But they were writing that book, and they were saying the common thing that people have that really end up making a lot of money is that they treat it like a game. The market is like a game. It's like they're playing chess or checkers, right? And they have a playful attitude about it, and they're willing to try things out.

And if they lose, it's OK, right? And way too many people care if they lose, right? How many people in here email your list a lot? Right? And by a lot, I mean it could be once a week, and it could be 50 times the other week.

Whenever you feel like it, you'll email it. You don't feel anything in resistance. Online, too, you can answer in the comments, right? I find most people just don't email their list, right? They want to learn everything first.

And really, their list isn't that big anyway. But if they just started building a connection with it, send them pictures of your new puppy or something, you know? Stuff like that is interesting. You could send anything out to a list. And there's no rules with email other than spam laws, you know, which are when somebody unsubscribes, resubscribe them.

I'm joking. I'm joking. And so my voice is a little bit better, but not totally. So my point is that a couple things I want to talk about with email. I never know where the markers are.

Do these markers work? Yes, yes, yes. These are the ones that work? OK. So let me give you a couple things that are useful to know with email.

And then I'll dive into some of the stuff that I do. And then I'll show you guys how to do that stuff in Kalatu Cloud. And then there's some stuff that I would encourage you to start doing, no matter who you are, if you're new, or it doesn't matter. It's useful to just start doing this stuff. Yesterday, we were talking about storytelling, and I came up.

I talked longer then than I thought I'd talk, which I normally do. But storytelling is cool, because if you start keeping track of the stories you're telling, every time you get to a point, ask yourself, what life experience do I have? Or a cool story, can I use from somebody else, a third-party story? Or some quote from a mentor or a book that I can use to illustrate this concept? Because a lot of times, you'll go right in one ear and out the other until you quote someone, you know?

Like you're trying to get people to take action quickly. And if you quote somebody who said that, and if you can't think of one at the time, just make one up. I heard someone say once, you know? Which is true, and you're about to say it. So you're quoting yourself, but you can't remember the source, right?

Quote somebody, right? Tell a story, and make it relate into the concept that you're sharing. Like how many metaphors are there for a breakthrough? I mean, think of a martial art, a sport, a profession. Think of something exciting, like people fighting, or like a war that we almost lost and won, you know what I mean?

Where the smaller army beat the bigger army. There's like that story in the Bible where like 10 people, they fought like 1,000, right? Or that Chinese story where that giant guy is sitting on a bridge and he kills a million people on the bridge by himself. You know that guy in the Kung Fu school, that guy with the giant sword on the wall? It's that guy, yeah.

He was like eight feet tall in legend, which there's part of that legend that is for sure true. But apparently he stayed on a bridge, he had these armies coming after him, he went on a bridge, and they all had to fight him one by one. And he just kept slaying them, and they'd fall off the bridge for like days without sleeping. So probably part of that story's true, and probably part of it's not. But, you know, that could be a metaphor for what can one man who won't quit do, right?

Or what can a crazy man do? That would be another one, right? But in any case, like even something like that, like I just told you that story, it's very easy to look up, you could send an email headline out, and the headline, true story, one man kills a million, right? And then you could put a picture of that guy in the email and be like, this guy in Chinese history, blah, blah, blah, blah, blah, he killed a million people on a bridge. Well, I'm not gonna teach you to kill a million people, I'm gonna teach you how to get a million commissions if you click here, right?

For sure, people would open and click on that email, right? It's like, you know, you're looking for some, like, NLP thing to add into it, you know? You could underline, click the link in the email, and you've got an embedded command, you know? You know what I mean? But really, I look at email as a couple of things, right?

Number one, you're gonna have segments of the list, right? And really, I really started taking list segmenting seriously this year when, you know, I sent too many emails out too fast, and then I lowered our sender score, right? And I was like, I'm blast, now I can't send six million emails at the same time. And then you have to do it a little bit differently when you have big lists. They're segments of the list, which are sections of the list that do different things.

Let's just say that. So for example, you might have a list that doesn't open anything most of the time, but occasionally they will. If you email them once a month, they'll open it, and then maybe that month they'll open three times, right? That'd be like a segment of your list. You're non-openers that open sometimes.

So with me, I don't delete anybody. What I do is I, we used to do that, and I thought it was dumb, so I got the autoresponder for the company to undelete all of the emails. Because then I emailed them again, and we got our opening list grew from like 40,000 people to like nearly 300,000 by doing that, by just taking those old unopening emails and getting them to open stuff, right? So I don't delete anybody. I just email them much less, right?

But I'll talk about this here in a second. So you got segments of the list, right? And this is something that you're gonna have to learn. In Kaloud2Cloud, we got tools to help you do this, and we're gonna build better tools, right? And within those segments, you've got buyers and non-buyers, right?

So we're just gonna call it over here. We've got prospects, which really might not be prospects. They might be prospects, but I think prospect is a better good. Lead is like, I would use lead for somebody that has opted in, and they've done nothing yet. Opened nothing and clicked on nothing maybe is a lead.

And I'd say if they've at least opened something or watched a video, I'd say, man, that person's a prospect, and there'd be different levels of them, right? But you'd have prospects. I'll say leads over here. We'll say leads are just a big group of people you have that never open anything, and maybe email them once in a while your most interesting thing that gets opened a lot, or maybe if like, you know, President, or Hillary Clinton and Donald Trump getting a fight on stage, you know, and who knows who would win? She's probably got something in her pocket, you know what I'm saying?

But, you know, you could send out an email that says Trump fights Hillary, caught on tape, and then linked to a video, and just get another group of people to open after that, and then they'll open your emails for a little while. People are like that, right? Don't listen to exactly what I'm saying right now. I'm still a little, I just woke up. But as we get into this, it's gonna make tons of sense.

So prospects, and then you've got buyers, right? You've got buyers, right? Now with me again, I would segment again and say who's earning a commission, right? So who are people that are earning? Whether they're profiting or not, who are earning?

Right? The reason I do that is because people are going to respond differently in each group, right? So what would be a prospect in my list? And I'm gonna start getting you guys to think through this because there's ways of sorting for this information as you're doing email marketing. Out of all the tools that there are, AWeber probably has the worst segmenting capability of every autoresponder, right?

Kalatu Cloud is decent, and it happens faster with the same stuff AWeber does, and we'll build the rest of the functionality we need there, and we have to pay capacity to do it. You know, it's expensive. We're sending 20 million emails out this month. You gotta have something expensive, right? A lot of emails to send.

It's like, that is a spam machine. Anyway, so it's actually the spammachine.com is if you want a membership. Send in a fake photo ID. I'm joking. There's probably some of you who think I'm not joking.

I'm totally joking. I'll show you this stuff. All right, but within every group of people in the sections of people they are, you've got people that do different things. You've got people who open, and they don't click, no matter what you tell them it is. I will not click on any links ever, and then you gotta send them something real sneaky to get them to click, right?

And then you got people that click, and, you know, some of them, they buy, and some of them, they don't buy, right? By far, the easiest way to make money from a small group of people is take a group of your buyers and segment them to people who click all the time. Because if you email out a message to those people, almost all of them will open it and click on whatever it is and actually look at what it is that you're doing. If you wanna send small emails that get lots of buyers, that's how to do it. Please.

Oh no, I swear, I did it, that's what I did. No, what they did was they segmented it to their buyers, they segmented it to the people that spent tons of money, and then they segmented it to the people who earned a bunch of commissions, and then they make sure that those people are opening and clicking on every email, and they take that list, which is 1,000, they email them something, and of course they open it and click, right? But it's a distorted result if you tell it to a normal person. So list segmentation, we'll talk about this later more, is gonna help a lot. Now, how do you get somebody from a prospect to a buyer?

Right, how do you do that? Right? Well, just sending them good offers to click on and getting them to click on it will do it, right? So we're talking about how to build something into Empower Network, for example. This is what we do, right?

And this works pretty well, but it's not optimized yet, but it will be, right? Because you gotta test all sorts of things. And now I'm gonna get into how to write the actual emails, which is more interesting, right? And actually, what I did for the longest time was I would just write an email and send it to everyone. You know, that was my list segment.

And in AWeber, I'd write an email and I would send it to everyone. And then in Empower Network, I'd send it to everyone. And it's like, well, what if they already had that product and they still got the offer, you know? And so that's not necessarily the smartest way to do it, because if you have a campaign with lots of emails in it, you don't want people after they buy to get that campaign over and over and over again to buy that same thing. That's making sense.

Make sense to y'all? Okay, so with buyers, how do you get somebody from somebody who opens, somebody who's on a list to opening to clicking and buying, right? Well, what you do is you wanna think about your email with the purpose of each part of the email, right? What is the purpose of a subject line? To get them to open, right?

What other purpose does it have? Yeah, none. Now, it's better if they open it and the subject line has something to do with that email. You know, if you send out Trump and Hillary Clinton nude in a headline, they might open that, maybe. Maybe guys would open that.

And angry people, they may open that to unsubscribe, right? But if your email was this is a hot new business opportunity and it mentioned nothing about that, I mean, you definitely have to mention it. That's not a very good headline, right? And you'd get kicked off something like, get response would kick you off for things like that, right? Because like so many people will click spam on stuff, right?

So headlines need to get people to open, right? So that's the purpose of ad line, right? If your headlines get them to open. Now, here's a question for you. What's a good open, right?

Depends on the segment, right? So depends on who you're emailing, right? If I'm emailing like people that don't open ever to try to create some opens to move to a list I can mail all the time, right? Because what you got to do is like they don't open, they get segmented off because if you mail them all together less people will actually get your emails from you emailing more people and your open rate overall will actually go lower. And not a lot of people know that.

Especially in the last few years, that's true. That was less true a few years ago and that'll keep getting more and more true, right? And so what we have to do because our lists are so big is we have to email hyper responders. These are people that open everything and click on everything and it's a very small group of people. We have like a million people on our list, there's like 500 of those people.

That's small, but they click and click and click and click multiple times on everything that opens, right? So if you wanna like get into Gmail and have everybody open and click, so Gmail is like, oh wow, this is a good email and then send it to like 100,000 more people, right? More of that 100,000 will get open too, right? Little tricks. But the purpose is to get them to open and you should always keep track of your emails and just look at them and look at what was the email with the highest open rate so you could send it again, right?

Because what I do is this, is I will be sending emails most of the times to people that open and click because those are the people that are gonna buy. And then every once in a while, what we do is we take a look through all the emails we've written and we say, what got the highest open rate? And we say, does it apply to that big list of non-openers? I say, sometimes. I say, okay, let's change it out a little bit and send that to that list of like 500,000 people that hasn't opened.

And I'll get another 50,000 people on my open list from something like that, right? And those people get emailed every day, right? Until they don't open again for a while. Like, man. Never should have done that, I tricked you.

No, it's okay, right? So with email, the segment of the list is important, okay? The segment of the list is important. Like when my friend said on Facebook, right, it would be a good idea for somebody who had a relationship client-based business to only email once a week. For somebody who's trying to make money from email, awful idea, right?

Because that's not how a business that makes its money from email works, if that makes sense. However, however, let me show you things are next. Headlines, so let's come up with some good headlines and let's talk about how to get, how to capture people's attention through headlines per minute, right? And what kind of things people are gonna open, right? So let's get from the room, let's get a microphone and let's go around and why don't you guys share some of the headlines that have gotten you to open over the last, like the headline that just you instantly opened and it pops out in your mind the first time, okay?

We'll get somebody's hand to raise and then we'll get some examples from the room. They're all gonna follow some principles. So what you're gonna do, we're gonna share a headline and then we're gonna say, what was it in that headline that made you click, made you open? And we'll discuss as a group and we'll grab some headlines and do this. And this will be more helpful because if you're watching this, yes, we write emails for you.

If you're, you guys all have the momentum package, which means you have 100 pre-written emails to help you sell the Total Shortcut System and they'll all be in your Collado Cloud by the end of this week. Already 10 of them are there, right? But this will help you write your own headlines and you should just learn to do this. It'll be really helpful for you. So headlines.

LOL, I really botched that one, sorry. That was the headline. Okay, who was it from? John Oakes. John Oakes, good one, good one.

Hey, apologizing gets high open rates. Right, like even if you didn't send a link, I've tested this, if I don't send a link and then I send an email and I say, sorry, wrong link, it usually will get open more than, not every kind of headline, but most. So what was it again? LOL. I really botched that one.

So say, LOL. In caps, yeah. I really botched that one. Parentheses, sorry. That's how we say it in Canada.

Yeah, now what's the email about? It was a daily episode that something was, didn't function right, I think. Oh yeah, yeah, go ahead. So I was on a really poor internet connection sending out the daily shortcut and something happened and when it sent out, it was just completely, just monkeyed up. It had text overlapping, it was all jammed over on the right side of the screen, looked horrible on both mobile and on the desktop.

So I just immediately went in and reformatted it and sent out a sorry apology one and corrected it and then it got a lot more opens than it probably would have initially. Yeah, yeah. So apologizing will get opens, right? That just gave me another good idea. Okay, so what's something else?

Let's go through headlines. Because another thing that's worked a lot for me is if you send an email out and people don't open it, later that day, you resend it to the people that don't open it and you put re colon in front of it. And usually just that will double the open rates, pretty consistently. And then you just have a little section at the top that says, hey, you're not opening my emails, I'm angry. No, I'm just joking.

So I've got another one that I actually crafted for sending to my non-openers, people that hadn't opened in a long time to get them to re-engage. And the subject was, you're dead to me. Yeah, yeah, yeah, that's funny. So good headlines, right? You're dead to me.

Now, I've done things like this too. When you do things like this, if you seem serious in the email, people will be offended actually. And it's really funny. Because I don't, I think it's funny if like people get offended at an email that is really there just for a joke. But maybe some other people don't think that's funny.

Like Will probably wouldn't want to do that same thing. But people have totally different mindsets and value sets around how to email. It's fine, right? Follow your own value sets with it. But take the concepts and put them in the right place.

You're dead to me, right? So in other words, with all of the segments and with your emails, the purpose of that email is to move somebody to a better segment, right? That's the purpose of it, right? So you're gonna have a big list of prospects. You're gonna have people that open and don't click.

And then you're gonna have people that don't open a consistent amount of the time. They don't open much, right? Who's gonna respond more out of the groups of prospects? People who open and don't click, people who click and they haven't bought yet, or people who don't open much. Who's gonna be the highest percentage buyers on your list?

People who click, people who have bought before, that will be the highest. Out of new people, if they haven't bought before, it would be people who click and haven't bought yet. And out of those, it would be people who click a lot, okay? There's an interesting test I read over at Digital Marketer where they were testing doing retargeting and the cost for acquiring a customer from different groups. And what they were doing was they were testing retargeting on people that had been through a certain amount of blog pages, right?

And what they found is that by the time somebody had been through 30 blog posts, right, if they retarget that group, they could acquire, I can't remember the number, you'd have to go, it's on a blog post, you could find it. And their blog posts are pretty easy to find. But it was like you could acquire a customer for like, it was like $2 or $3 or something like that. Because the people are so engaged with the content, they see the offer and have a huge rapport and they just buy, right? And from a communication perspective, what you're really doing is trying to increase the level of rapport, right?

And also for me at the same time, with the people that aren't really right for this, I actually'd rather if they just got off the list. Like it's a good thing because there's a certain kind of person that's not good for our industry because they should be doing something else. It's not their mission, right? And a certain kind of person, if they get around this, they're gonna think it's one thing, it's another thing. They're gonna be looking for something where they're putting money in and just getting an automatic amount back.

And that kind of person is not really good for our community, right? And so I'm trying to do this. So, oh, headlines. What are some other headlines that have opened a lot? Like good opening headlines.

One of the ones I had recently, and this has to do with news, right? We had the, I did the Lifestyle Profits Academy webinar over the presidential elections. And then I sent an email out and I made the from name in Power Network USA. And then it said, who got your commission? Donald or Hillary or something like that.

Huh? Yeah, it was like Donald Trump. I think that's what it was. Did Donald Trump get your commission, right? And then it said, you open it and it was like, who out of the following people got your commission?

And it was like, one, Donald Trump, two, Hillary Clinton, and then three, Shakir. Because he was on the video and it said, click here to find out. That thing got like a, it was like a, I could show you, it's like a 7% open rate on 800,000 people, right? That's a high open rate on an 800,000 person list that's not segmented. I just, no segments, I just sent that to everybody.

That was fun, right? Who got your commission, right? But why'd that open high? Presidential elections, right? If a world disaster happens, it's a great thing to put in a headline.

It is, because even if it's just a say and you don't wanna have any links, we're sorry for what happened over in this area. People will open that email and that, even if it's not selling something, builds rapport, right? And increases the chances that you're going to get into people's inboxes next time, right? This stuff's all important. So I'm gonna talk about some stuff here as we go.

So headlines, the purpose is of a headline, the only purpose is to get them to open. Now let's talk about another thing. Nobody really talks about so much and then we're gonna start talking about the structure of email and how to get people to click on stuff. The from name, who in here has messed around with changing around your from name in your emails? You've messed around with that, right?

Okay. Huh? They're all different, like, there's a variance in the name or something. Yeah, yeah, yeah. And like, have you tried some different from names?

Yeah, so it's different variations. You do different variations. Yeah, like what is the most you've tried? Yeah, I've tried different variations, like, you know, just, I just put different stuff in there sometimes. I can't think of all the things I put in there.

But the one that gets my attention is that Josh Burns guy, the your secret admirer or whatever, the one that you kind of, that dude gets me to open everything. Everything he sends me, I open, but whether it's subject line or from name, so. And Will pointed out when I told him about, he was like, some people wouldn't like that, right? Yeah, like, he wouldn't like that because he's like, I was tricked. Huh?

He would trick me once. I unsubscribe and I would tell all my friends not to do that. That kind of stuff just pisses me off and I have. Yeah, yeah, yeah. Which I find funny.

Yeah, yeah, no, no. Why does that make you mad though? It's the, so to repeat my comment, I don't know if the mic cut it or not, that would really make me mad. I don't like anybody who's out to trick me into opening up an email. If they do, they instantly lose credibility with me.

It's like they've gone from whatever status they had. Now it's one thing if it's an accident and they apologize, I'd probably take that. But like, if I just felt like somebody was intentionally deceiving me just to like get an open or a click, I'm like, not the kind of person I wanna hang out with, different value set. But if it was just like in the email, they were joking and it was funny? It depends.

Like I'm not saying I'm sending an email from like Mike Dillard and then I have a link to buy a course and there's no way to tell it's not Mike Dillard. Like you're talking about like the email from about John Oaks, the shirtless millionaire. Yeah, no, that would not. That's funny. That was funny, I'd probably laugh.

Would I unsubscribe? No. Do I like it? I don't like it, I'm being honest. Really?

Yep, that messes with my value set. That's weird. Yeah. So like, let's talk about this because no, this is valuable too because I could learn somehow because I should find a way to connect. So what would help it?

A disclaimer that says this is not actually John Oaks, this is sent from David Wood with John Oaks' permission? I mean, what would help? I'm not sure I'd have to think. Let me think about that for a minute. Yeah, I mean, because if there's a way to kind of like bridge the two, I'm just doing that because I think it's funny and he thinks it's funny.

So. I agree. I mean, the first couple I opened just to study, but after he kept tricking me, I'm like, no, I actually put it to a different folder. Yeah, something I'll do too that's not really trickery, but I'll add Chrissy's name to it. So it'll be like Chrissy and Michael Martin.

And then I'll just include her in the email and it tends to like, up to open, I guess the females might think, oh, is that another girl or something? I don't know. So that helps with some of my opens as well. Right, right, right, okay. Okay, somebody else?

Yeah, but think about that. That'd be interesting, right? I will say I do enjoy good humor and some of your emails are hilarious. Yeah, they are. Yeah, yeah, yeah.

I don't know, I think for me, it must be like, I think it's probably a values mismatch is what I would say just right off the top of my head. And. But there might be a simple way of solving something like that by rephrasing what I'm doing. Probably a simple way of. Yeah, yeah, yeah.

Of rephrasing it or something like that. So this is something guys with the watching on here, if you encounter something like this, you're saying, oh, why is that happening? I think it's a good question. And then be like, if you could find it, maybe you could still accomplish the result, but without pissing off that particular person. Because if there's a group of people you're pissing off that are not useful to piss off, you know, that's not useful, right?

Unless it's creating so much sales, it's like, ridiculous. And then maybe I'd be like, well, I'll segment well away from that list. Right, or have a link that says click here to be segmented away from the emails with fake names, you know, but, okay. Yeah, so think about it some more. And then there might be some way of putting that in there, like just putting a really obvious thing in it that just says, you know, that just says what it is, and it's obvious that it's a joke.

Might solve the problem. Maybe that won't, but that's a good thing to think about. Good feedback. I think you did one with Zach as well. That was clearly not from Zach.

I mean, you insisted so much that it was Zach, that it was clear it wasn't Zach. Yeah. Yeah. So, you know, I was like, yeah, okay, it's not Zach. Yeah, yeah, yeah.

No, that was funny. Yeah, that was funny. It was a good joke. Yeah, yeah. But I always show them before I send those out so they can tell me I don't like that, but they just start laughing hysterically.

Rob especially laughs at the one that I make with him. Right? The point is with that, subjects get people to open. The from name you can mess around with too. Within limits, right?

Within limits. And the secret admirer test I did where I sent from a secret admirer on my own list, and that was about 140,000 people. That thing had a 40% open rate. You know, 40% open rate. And out of those, it was like, I got like a 20% click-through rate out of the opens.

So I had an insane click-through. Now, would it happen if I did that all the time? No, then they'd know it was me. They're like, I don't want another secret admirer. But like Cephal Fernandez, right, sent me this message.

This was so funny. Well, he sends me a message and he's like, damn you, I thought I had a secret admirer. I was all excited. And then you did it, right? But it played around.

Now, Talman Knutson, I'm on his list because he's really good at getting me to open emails. And he sends his from name all the time. And I open it all the time. I can't help it. The other day, he sent one from Cheshire Cat, right?

It was the from name was Cheshire Cat. I was like, what? And I opened it and he had a picture of Cheshire Cat. And at the top, it said meow. And then the whole thing was written as if Cheshire Cat was telling a story, like about hypnosis, you know?

And it was really good, actually, a really good read. And then I read it and I was like, I have to click on this, right? So it was like, it was congruent, you know? But you also knew it was from Talman. It says it's from Talman in the email, right?

So I think a balance of being wild and keeping honest is a good thing. Does it make sense? Yeah, it's a good thing. So the purpose of a headline is to get them to open and you can utilize anything happening, right, that a lot of people are paying attention to in order to put it into their headline and make something that relates that people will read. For example, a lot of people don't wanna talk about it.

They wanna talk about politics if you're in business. It's ridiculous, right? Everyone opens emails right now talking about politics. You wanna have somebody open a lot of stuff, wait till a presidential debate, and then just say, who won, Trump or Hillary, right? Watch this video and, you know, and cast your vote and have like a little vote below it, right?

And if people were like, I like Donald Trump, send him to a video to make money. And if people like Hillary more, send them to, I don't know, Hillary's Facebook page. You know what I mean? I just, this is probably a good segmentation, right? But in any case, that stuff gets people to open.

Now, how do you get people, what kind of content do you wanna send and then how do you get people to wanna read your emails and then the important thing is to actually click? Because if you think about everything in sections, right? I'm gonna go a little bit over here. If you think about everything in sections, right? Headline gets people to open, right?

The body, they should immediately want to read it. And you should do that in a way that makes them wanna click, right? So the purpose of the headline is to open, the purpose of the rest is for them to click, right? Because only by getting people out of the email are you going to convert customers, right? And people who click to sell stuff should be followed up with in a different way too.

And you need to pay attention to who those people are, right? So let me give you some examples of things you could do to get people to read your emails, right? We've talked about a lot of them this morning, right? And I could go over stuff, I'll show you guys, I'll show you guys, maybe now, maybe a little bit later, but I will show you guys some stats from different emails. And it's not the perfect stats because I recently sent out way too much email to all of our lists at the same time for a week and lowered our email delivery a little bit, but it's climbing back up because now I stopped doing that.

So in any case, right, what are some things that you could do? Number one, engaging story, right? Start your email with an engaging story, right? Like, don't just get right into it most of the time. Don't just start an email and say, here's the link to click on, right?

That could work sometimes if it's not happening all the time from you or if they know a link is coming, right? But start an email with something you were doing or something that happened that made you have to get to your computer and open and write an email to them because it's that important, right? True story, right? But just something, right? Like, it could be something simple like I woke up this morning and I was at Dave Wood's house looking off into the distance and I just had to send you this email because you're losing out.

And here's what you're losing out on. And then you could have a photo with something blurred out or something that says click here to find out. That'd be enough. One of our highest click rates in the last little bit was actually written by Darren, right? And it was the one where it had a dollar in the email and it says, why is there a dollar in your email inbox?

And it had a question and you open it and there's a picture of a $1 bill and then below it there was one paragraph of text and my name and that thing had an insane click through a prospect list. That email, right? So there's things you can do, right? Start with a story. Don't just tell people stuff.

If you're telling people stuff, tell them. them in a story, right? Tell them why, make that whole story weave into why they should click to the page they're going to. Like if you read the daily shortcut emails, that's what they do, right? Another thing that'll really help you out, people click on images way more than links.

Every single, I could sit here for four hours going through emails and I could show you this, like email by email by email, I could show you this happening, right? Now it depends on what the link's about and who the group of people is and are they somebody that clicked a few minutes ago, right? But people who click, people click on photos the first time way more. Sometimes what photo that is unpredictable, right? But if you have a photo of you doing something, like with a talking text bubble or something, saying something funny, that tells them to click, people will click on stuff like that way more usually, not all the time, than they'll click on just text links.

That's from my own email test, that may be not true in all images, right? But I'll show you, here, this will actually be useful. Here, bring the camera up here and if you guys can't see this, you're more than welcome to stand around. So this might be, everybody here, I mean it's cool if you stand around. If you can see it's fine, if you can't it's fine.

No, that's the wrong one. Who just bought that? Hey Miles Dawson, congratulations on buying the...Miles Dawson? You just earned a commission. Who got that?

Is that Harry Potter? Harry Potter got it. Harry Potter just got a commission. Okay, so now I'm gonna go over to, this is our enterprise platform, which nobody in here needs an enterprise platform unless you've got some giant secret business doing a million a month that I don't know about, right? This is very expensive estera, which it's not allowed to tell you.

And then we exceed it all the time. So we have to make a new contract. But it's like, that's without all the 4.4 million leads in there that we're importing over the next few months. So the list in here is about 900 something thousand, right? CatsUp Unsubscribes, I think the total is right around 835,000 active subscribers.

And so, in here, I have a lot of data from different kinds of emails. And I think it's actually better if I show you guys this stuff because there's very few people that have data like this to look at that will actually show you. But I don't really care, you know, because if like this helps, I think that looking at this will help you see how simple this stuff is. And most of the really good emails in here were written spontaneously when I thought something was hilarious, right? Like for example, I thought it was funny how we did the Lifestyle Profits Academy webinar on the presidential debates and still made sales.

Blew my mind. I was like, I didn't know it was presidential debates until after the webinar, right? And then I thought that was so funny that I went on and looked at the webinar. I was like, I got to send an email about this. Did Donald Trump get your commissions, right?

So if I go to campaign, I think it's campaign stats. It takes me forever to find that. Campaign reports, here we go. Right? This is a little bit of a pain because you can kind of see, hey, what's the best internet connection I could plug into here?

Let me make sure I've got it. Same password as yesterday? All right, let me plug into that so this loads faster. Hold on. Is this useful to you guys or is this boring for you?

What about the internet audience? Is this useful for you, seeing this stuff? Okay, so this is a little bit of a different report than you'd see, depending on what autoresponders you've used. Let me just go over here. So this doesn't say it by percentages, right?

But like, for example, this email, right? That's not really that great of an open rate, but it's also early so you can't really tell. And we've been sending tons of email. And this list isn't so segmented either. It's like 226,000 people.

Basically, to all the people that have been opening for like the last, I don't know, month, we're emailing them a lot right now because they're more likely to open, right? And they're normally segmented into affiliate lists, but sometimes we don't do that right. Right, so this one here, right? This had like, what was it, like a 10% open rate or something? More, it was like 5% or something like that.

A higher open rate for that amount of people. Right, so that's decent, right? So we could just click on these and we could see which ones get opened more, right? This one got opened quite a lot. So I want to look at that, right?

Because if you look at 222,000 sent, almost all of them were delivered, okay? 25,000 opened, so why don't we check that out? Because there's a reason people open that. It's not called upgrade before you lose, that wasn't the headline, that was so I remembered which one it was. Here's what this was, okay?

So first of all, here you can see the headline. Oh yeah, 5 million per month for VIP members. Now that's a good headline, apparently. See, I did not realize people would open that much. That actually surprised me because we've been sending so much email the last few days.

Why happens when you send a berserk amount of email over a short time? Temporarily the open rate will go down and then you've got to tone it down and go value, value, value, value before you do something like this again. Because if I did this every day, it would burn people out. Does that make sense? Yeah.

Okay, so check this out. So it was 5 million per month, that was a very good headline for that list to open an email, right? So if I take a look at, let's take a look at the stats on it first. You see here there was 25,259 opens, 21,558 unique opens, okay? Clicks, 2,278 clicks, that is a lot of clicks for one email, right?

That's a lot of clicks to drive from a list of 200,000 people from an email. I got a friend who actually, he has about 200,000 people on his email and no email he writes will have any more than 250 to 500 clicks, right? It's a lot of clicks. So what was it? Okay, let's show you.

This is that email I sent with Rob, right? Can you guys see that well on the screen? Hey, what's next after I'm done talking? Michael Martin's next? Oh, it's good.

Okay, and you're trained on traffic, right? Video influence, okay, don't cut his short. If we go over something, I'll cut something of mine later short, but you stressing out, you doing all right? Okay, cool, cool. All right, so if you take a look here, right, this was sent, I'll show you who it was sent to in a bit so you understand who we were sending this to, right?

But I sent an email for me and Rob Ramone and look how many people are clicking on this thing. A bunch of people click on the photo link, right? And this email really is a funny email, right? But Rob was sitting right here with me when I was writing this email, right? I linked to Facebook video proof, a bunch of people clicked on that, right?

But a bunch of people clicked to the upgrade links, right, from this email. Really effective email. Now, would it be effective if I sent it every day? No. But I bet you if I took this same head subject, because that's our highest open rate on a list like that in quite some time, because it's a big list and it's not perfectly segmented, right?

I bet if I emailed that to all of our unopens, I'd get 40,000 people to open and then they'd move to the opens in a more community give list for a while. Does it make sense? Right? So if you take a look here, right, this is actually what though, this got tons of clicks. As I said, I've got a bunch of I know you need these commissions.

I have a secret formula for you to break through on this whiteboard, right? And then it says for momentum attendees only click here to unlock. And then below I say, oops, I forgot. It only unlocks if you're a VIP. Yeah, right.

So it's like I've got a secret on this whiteboard and people will either think they're funny on that and they'll click on that or they'll wonder what the secret is and click on it. And maybe some of them will roll their eyes and close the email and whatever happens. So down here you can also see people who unsubscribe, right? We had 129 unsubscribers, which is not bad for sending a list that 22,000 people open. That is not bad at all.

Right? So not very offensive to people. And so and I imagine that it wasn't offensive because there's the amazingly attractive black man in there that I mentioned here. Because who can unsubscribe when there's an amazing attractive black man in an email? Not me.

Not me. All right. So we go here, right? This got tons of opens, right? What else has gotten tons of opens?

If we look here and I want to go through this real quick. Campaign reports and just show you something. This is useful to look at, right? What I found is what I found is hold on a second. It's a little bit hard to see.

I wish they did percentages here because it's just easier to look at. See, as you can see, some of them get like virtually no opens but some of them it depends on the time, right? The time they're sent out can govern the opens. And you know, what time should you email your list, right? Well, the first thing I'll say is whenever you feel like it you should write an email if you feel like it, right?

Doesn't matter what time it is. If they're going to read it, they'll read it later. If you feel like you should send an email, write an email, send one out about whatever you feel like writing about. Unless you're mad. Then go make a document somewhere about an email you really think you should send to everybody about which presidential opponent you hate the most and why and archive that until you're no longer drunk and mad.

And then read it and you'll probably laugh and be thankful you did that. Be like Dave Wood, thank you for that advice. I have not followed that sometimes on my own. All right, we've got this here. Hold on.

I'm trying to find a couple of really good ones just so I can show you the good ones, because if I show you good ones, it's actually more helpful. It is helpful, though, if I show you some things that got like no opens too, right? Because some of these are relative. Is this a lot of opens? This isn't really a lot of opens for this list because this is a pretty segmented list, right?

So this could have been because we've sent a lot of email over a short time. It could be because the subject line isn't interesting, right? But as you can see, barely any unsubscribed, right? Out of the people that opened, we had a good click rate. A third of the people who opened it clicked through, which is a good click-through rate, right?

But really, probably with this one, it's because people know what VIP is by now. And if they know what VIP is, and they don't feel like going by this point, because they know what it is, probably they won't even open the email, right? Make sense, everybody in here? A couple more things. By the way, I could sit here for like six hours showing you guys stuff, and probably it would kill you all with boredom.

But I want to go to... Lawrence Tam might not get bored looking at this stuff himself if he could click on everything. No, if I got access to digital marketers' emails, I'd click through that thing, just looking at stuff for days, you know what I mean? Because there's so much data, right? And I geek out on stuff like this.

Rob does it at a different level, though, right? And so, let's see. Let's try to find something that was really good. Oh, here we go. Now, this is the one that I sent before.

I want to find one more with a really good open rate on it, with tons of opens. This is another one. So, we'll do this. Hold on a second. That was a big list, lots of opens.

And then this here. Let's see. These ones all. Big list, lots of opens. Big list, lots of opens.

It does this weird thing to validate me. It drives me nuts. I don't know why it does that. Big list, lots of opens. Really super useful to look at headlines here.

And then we'll pass the time over, and I've got more for you later. And then, hold on a second here, where we got, oh, this is a lot of opens for a list that size. Now, here's the thing. When you manage email right, you can get them way higher than this. Way higher open rates than this.

And that's something you can optimize. For example, when Rob was running optimization algorithms on our email, he got our email to where it was consistently opening at 40%. And you can do that by paying attention to certain things. And some of the things that you pay attention to change with time. Don't spend too long analyzing stuff before you send an email out.

Just send something out. And if you screw up, don't worry about it. This was a great email. So let me run you through these examples and show you kind of the thinking behind them. And then this will help.

And then what I do is with some of these emails, when you click on a link, it sends you into another sequence. What did I do? And this actually made a bunch of sales. And it was like the $5 million to VIP members. And the sending name was from David and Rob, which we don't do much, so people will open it more.

Just like the other day, I sent it from John Oaks. If I sent it from David and John tomorrow to that same list, more people would open because John was in there yesterday. Let me show you. So here, this is sent to 349,000 people. What list segments are those?

Well, this is probably mostly... These are people who have all clicked and opened in the last 90 days. So they are real emails all the way through. So here, this is to get them to watch a preview of the Momentum event. And a bunch of people opened and a bunch of people clicked.

That got 1,475 people to click on that link. That's actually a really good click through for a list that size. Not the best you can get. I've had way better. That Secret Admirer one, the first one I did, it was like 40% open and like half of those clicked.

The second one, no. The second one was less than that. But that is a lot of people clicking on stuff. Why? Because they're clicking on a photo.

And you'll find that in your emails if you put a photo in. So you've got to be careful with that. Sometimes photos you put in can get you into spam, but if you have good delivery, putting a photo in makes people click on stuff more. You see those GIFs? People click those things like crazy.

I always click on them because I'm wondering how they put a moving photo in the email. And then it just sends me to a sales video. But if you put a moving photo in there, now what's interesting is I did one of my house where I had a time lapse video from down there, and there's just online services to make movable GIFs and they're cheap. And then I just put the video in there and it just makes one of those pictures that moves. And then I put the picture, it's not actually moving.

So I put that in there, that thing got a crazy click-through rate. But then I put another one through, I thought people would click on more, it was the one that was like, would you give me a dollar if I gave you two? People clicked on that one much less. Why? Who knows?

Will might know. It's an NLP thing. It's a wizard thing, actually, he's more of a wizard. So this one too, only a couple left. I know I'm over time.

Overlay. This is another one where the headline, I don't know what it was, hold on, because I didn't write this one. For Momentum attendees only, do not share this. But we sent it to like 350,000 people. They weren't all Momentum.

They're like, what's in there? Maybe I got on this list on accident. Don't share. And they open it. But in any case, for whatever reason, on a big list of people, these are all people who open and click, but not necessarily in the last month.

For some reason, this thing got pretty decent open rate. Unique opens was like 4.93%. And then it had a click to open rate of about 5%, which is normal, not great, but normal. Decent for a huge list, though. I mean, think about this.

17,000 people open an email. So when we're out there and we're following up with people's leads and stuff, we just keep doing stuff like this with their affiliate links over and over and over again, regardless of what you're doing. And sometimes it works and sometimes it doesn't. That's why I actually encourage, if you're doing like generating tons of traffic through, if our capture pages are working as good as your page, use ours or at least get your team to use ours. Because then when they go inactive, we can follow up with all their people.

Right. Does that make sense? And you'll still get sales from huge groups of people. Right. If you can get your people to get leads.

So here again, almost done. This one had 21,000 opens, less clicks. So let's see why. Right. So this one, right, I sent this out.

I think this is actually a resend. Yeah, this is so this is one Darren wrote. He writes really good emails, by the way. His has been getting a lot better lately, too. So, Darren, if you're watching, your email's been kicking some ass lately.

I made this photo, this movable photo of my house. See, this kind of stuff, they do get high clicks. Right. And I bet the reason why not tons more clicked on this was because we'd send so many emails at the time. And they already knew what that was.

But if somebody had never clicked on that, they would click. Right. Or if there was like text in this the whole time that said, click this moving photo that was changing. People would click it a lot more. A couple more, because I would like to go through this stuff for hours one day.

Because you guys would learn a lot just looking at it. Because the thing I want, the thing that I want, like, this would be useful actually for the council when you guys look through, because you guys send so many emails. It's just data you don't have. You know what I mean? And so, like, the thing that I want to get into.

mind is you look at all that and you're like, oh wow, that email is really good. I should try it. Maybe it will work for you too. You never know. Maybe it won't.

I've sent emails that I thought would work. I was like, for sure, best email of all time. It's like zero results or people get offended and mad from it. Sometimes you have an idea, especially if you're a little bizarre, you got some sort of bizarre switch that sometimes is just on crazy mode. You know, sometimes you just try stuff and it doesn't, it doesn't connect with people, right?

But for me, it's like, okay. Yeah, I won't do that next time. You know, I like look at it and I wonder why people didn't open this. Why did so many people unsubscribe from that? You know, and then I do something like I send emergency ass surgery commissions.

No unsubscribers from that. That blew my mind. I have never sworn in a headline without getting lots of unsubscribes. Right. I have tried that multiple times.

Right. And so, but that time, zero. And I think they were open it to unsubscribe. They're like, oh, he actually got ass surgery and felt bad about how angry they were. Right.

And so in any case, the, the, so you go here, right? This one here had, let's see, less clicks. Less, this one here actually is not so good of an open, right? Depends on the list. Probably because we're emailing a lot.

Wait, no, it says 167. Okay, yeah, yeah, yeah. Okay, it's decent, decent. Decent opens for a list that, actually no, for a list that size, that is good. So what was the headline?

Right. Two. I would never guess that would open a lot. Will meet Bob. I probably, I don't think I would open that.

But apparently lots of people did. Right. So you can get surprised. You can get surprised, you know. Let's look at a couple more.

These are fun to look at. I, and I've tried some really weird stuff that probably people would be nervous to try because they're like, I'm going to get unsubscribes. But it's like, I think if people are going to unsubscribe from my list at one point because they're offended by something, why not just leave? Now, that might not be the right attitude and it's not the right attitude if you have a certain kind of business, right? Like for Will's kind of business, that is legitimately not the right attitude.

But for mine, it's like, whatever, you know. If you're going to be offended being around us, you know, just get over it. We've got NLP for that. Do this. Even though Dave's crazy and sent that email with his butt surgery, I totally and completely love myself.

Lord forgive him. No, I mean, really, it's like, I figure if people don't like me, it's fine. Oh, this is the one, this one, yeah, this one's sweet. Okay, so check this out. So this is the headline, $1 inside for, it has their first name, right?

That's why the opens are like they are, right? Overlay, and then it says, this is important. This is just interfering with the click through rate, it clicks through, right? Click here to see why there's a dollar in your email, right? You can't see email there because it's getting covered up, right?

That's all there is, a dollar. Guys, so we had out of that, right, 12,000 unique opens and unique clicks 1,069, right? Which is 10%, right? Now, that is actually a lot of clicks, right, for an email with volume like that. I was blown away that people clicked on that with no information like that.

Click here to see why there's a dollar in your email, right? And they go to a video that says, you could join for a dollar, and if you don't want it, we're gonna give you a dollar, right? So it matches with the email, right, works. So these are some things you could do, right? But a photo of a dollar, right?

I actually had not thought of putting a photo of a dollar in email before, right? Until Darren did it, Darren, that was a great email, by the way, and I was like, man, that's good, man, that's good. I'm gonna give you a dollar, and headline, a picture of a dollar. Click the dollar to find out, you know, why. And so, anyway, so these are all things that you could just try, but you need to look at it and just try stuff out, right?

So this one here had a pretty insane open rate, 32,000 opens, right? And the clicks were decent, not great, so why, right? This here, I can't remember the subject line. Here, check this out, this moving photo. Anyway, I should finish this, because I'm running behind.

I could click on this stuff later for hours, or later tonight, or whatever, after we live stream. I could even make a video on it, but I've got, like, so much data, it's ridiculous. My point is, though, is with your email, stop being hung up about it, be yourself, think of how can I start this with a story, right, in a way that's congruent, and be interesting. Play around with the sender from name, but make it congruent. Actually, where that would mess probably Will up, if it's not congruent or something, or not explained somewhere, right?

I think, because I think if I put PS, this isn't actually John, it's Dave Wood, emailing on behalf of John, I think it'd be fine. Yeah, yeah, yeah, that makes sense. And that's useful for me to hear, because I'm not like that, I would just think that's funny. So I have, like, none of that in my brain, whatever's making my brother, his brain do that, right? So if you're finding that, too, take all of it as feedback, right?

Because I have a tendency to get arrogant about things like this, and I know. There's a couple areas where I'm like, eh, whatever. Like, Dave stopped cussing, it's like, F now. You know, it's like, no, but I mean, you know, it's like, I listen to feedback, it's like, why is he saying that, and what context does it apply, you know what I mean? Because you gotta listen and say, is there a group of people that are good customers that are put off by this, and it's what I'm doing somehow creating an effect that overrides that, right?

But pay attention to feedback, keep getting better and better and better and better, and work different parts of your list differently. And the best thing I can tell you to do is this, is when you send an email out, right, and a bunch of people click on something, and they're not customers yet, follow up with them differently, right? Just different, right? Should you send 20 emails in a day to your whole list? Nope, but if you got a group of people clicking on all of them, and you're building up to a webinar or something like that, man, fire off a sequence to that group of people who are clicking and clicking and clicking and clicking, right, because here's what I know.

If I take my list of a million people, right, and I send out emails to the whole thing, and then I segment it down and start sending the clicks, and then I segment it down to people who clicked on five messages today, it's like 100 people. And if I segment out, I mean, if I segment out the buyers, it's like 100 people that are not buyers yet that just clicked five times today, right? Probably those people wanna buy. Well, why would they be doing that? You know what I mean?

Why wouldn't they have unsubscribed or whatever, right? So with those people, right, they click on something, fire a campaign off with some urgency, and you could capture like 50% of them. It's crazy, right? So those are some things that'll help your email. I could talk more about it later.

Michael Martin's gonna come up and talk about video. I went way over, but that's fine. We should probably take a short break. Give everybody a little bit of a break. Yeah, was that like a little brain overload, or is this helpful for you guys?

It was very helpful. You guys online, helpful for you guys online. I could do more training on this sometime. So I've got an unlimited amount of data over the last years with millions of people to go over with you if you want, and also stupid mistakes to avoid, you know? Cool, all right, we'll take a break, and then Michael Martin will come back out.

I'll be back in a second.