If Your Emails Aren’t Printing Money, You’re Doing This Wrong.

“Email marketing is the most cost-effective way to promote your products, communicate with your customers, and reach your business goals.” — Neil Patel

It’s commonly claimed the money is in the list.

Maybe I’m a contrarian, but I sort of disagree. If you don’t trust me, that’s OK. But try developing an email list, not emailing it for 12 months, then sending a promotional email and letting me know how many sales you receive.

Instead, I think the money is in the connection you have with your list.

Your list isn’t simply a bundle of emails and phone numbers. They’re humans. And your connection with them matters.

My philosophy originated here:

1. Dean Jackson, a prominent direct response marketer, has estimated 85% of individuals buy after 90 days.

2. Shopify, a renowned e-commerce platform, underlines that email marketing is responsible for up to 30% of sales for many of its merchants.

Then I got the chance to observe it personally.

Working with two firms at the same time, both conducting webinars. One aggressively employs backend automation and email marketing while the other does not. It’s hardly a surprise which one was working better—and able to generate scheduled calls and new clients even when advertisements weren’t running.

The writing was on the wall.

Most consumers buy after 90 days.

Companies earned ⅓ of income via email.

People are eager to break even only to get a client.

Which I knew meant the following.

The customer journey and connection count.

Ads alone don’t develop a company.

LTV is maximized in the backend.

Selling over email is (nearly) 100% profit.

That’s why it became a vital component of my approach.

3 Pillars of Backend Automation.

Maximize earnings and buy back your time.

In basic words, “backend” refers to everything that occurs after someone becomes a lead and/or customer, depending on your company.

Press ‘Send’ and watch the sales pour in. Build an automated one and watch them come in every single day. While you sleep, while you’re on vacation, all without spending a dollar on advertising.

Designing A Customer Journey.

No two consumers are similar.

They are driven by various things, and they are at different points of their customer journey. We optimize sales by knowing and appreciating this.

It’s usually claimed that 1–3% of the market is ready to purchase at any one moment. In consequence, this implies that most conversion-focused advertising strategies are losing out on approx. 97% of prospective buyers. We capture more of the entire addressable market by respecting the customer journey.

We can develop a relationship via backend automation.

A connection needs frequency of engagement, time spent together, and depth of sharing and discussion.

Emailing a boilerplate company newsletter once a month doesn’t do any of these, and it’s why so many firms suffer. It’s not often enough to develop a relationship; it doesn’t engage them, nor is there any depth to the information offered.

Increase your frequency by emailing 1–3x weekly (Industry dependant).

Vary your interactions by offering more than simply company-focused updates.

Increase your time spent together by holding monthly webinars, and seminars, and connecting to extra resources.

This enables us to:

Build trust and rapport with email marketing and automation.

Be present and top of mind when they’re ready to make a purchase choice.

Capture more of our market by honoring their path.

The Right Message to the Right Person at the Right Time.

“Email marketing is more than just sending newsletters. It’s about reaching the right individuals with the right message at the right time.” — Jack Stone

Segmenting our audience enables us to accomplish something that we cannot do with social media content or even with paid advertising.

We can convey the appropriate message to the right individual. This is called relevance, and it raises conversion rates a lot.

We can ‘segment’ or ‘tag’ individuals based on their activities (what they engage with, purchase, or download) or via polls and invisible surveys.

Then we can deliver them relevant and targeted emails and promotions specifically for them.

Instead of publishing a tweet that seeks to communicate to everyone, you may send a promotion for a product to the specific individuals it’s relevant to. Protecting your email deliverability, strengthening your connection, and increasing your revenues.

Note: This is how you never look like you’re constantly ‘selling’ since customers never see an offer unless it’s relevant to them.

appropriate message to the appropriate person: Based on segmentation.

Right time: Based on habits and their customer journey.

Imagine they browse the price page or read a product-focused email and are engaged in a promotional email campaign for that particular product.

Imagine they attend a masterclass training, and then the advertising campaign is targeted to their particular company, with testimonials of individuals they know, and demonstrating to them how it can work for them.

Instead of blasting messages like “Attention: Coaches, Creators, Consultants, and Entrepreneurs,” your communications communicate specifically to them—Increasing the likelihood they pay attention.

Extending Lifetime Customer Value (LTV)

Why are firms eager to break even to attract a customer?

It’s fairly straightforward. Because they know they will make up the profit on the backside. This is because they have a high customer value. Once they get a lead or consumer, they know they will earn money.

Companies that fail to nurture and sell on the backside via email depend mainly on day 1 earnings and struggle against rivals who can outspend them.

Here is how we optimize our LTV.

Send 1–3 emails every week.

Send 1–2 promos or offers every month.

Run webinars and workshops.

Bring folks to our social media accounts.

Run live and virtual events.

Extend offerings.

Have other items and services to market.

While we can grab more of the total addressable marketing, we can also capture more from our current clients.

Sequences.

The kind of email sequences will vary by company and sector.

E-commerce will have contextual disparities from SaaS, coaches, and info enterprises. However, there are 4 components that produce profitability.

4 Core Concepts of Backend Sequences.

#1. Welcome/Indoctrination Sequences.

Every entrance point needs an appropriate and distinct sequence.

Did they opt in for your newsletter or a lead magnet? Maybe they bought a product. This is their initial touchpoint with your company, and we need to meet them in that location.

Every entrance point needs a unique sequence.

The first time on your list demands a distinctive experience.

Think 'experience.’.

How would you treat them if you were personally onboarding them and you wanted to offer them a 5-star experience and introduce them to your world?

In 4–7 emails we can do these things:

Deliver what they came for.

Encourage answers to increase deliverability.

Tag & segment them.

Set expectations.

Provide a transition to the next logical step.

#2. Targeted Sales Sequences.

Running 1–2 promotions (or offers) to your email list each month can enhance your revenues. These may be done live, or they can be automated.

Note: It’s typically ideal to transform your finest campaigns into evergreen and automatic promos.

If these are automated, utilizing your CRM, you may transfer subscribers into sales sequences when they leave your welcome/indoctrination sequences.

Increase your conversion rates with relevance.

You know what action someone made to join your list. You’ve labeled and subdivided them.

Now, you have two possibilities.

Use appropriate message with your sales sequence.

Sell them the most relevant next product.

Example:

Imagine two individuals downloading a sales script template.

Person 1: Personal trainer.

Person 2: Therapist.

Using appropriate messaging, you may promote the same backend offer tailored to the individual who came in. Instead of general advertising that speaks to everyone, imagine person 1 having messaging speaking specifically to what PTs are facing with PT-specific testimonials and case studies. And the therapist, the same.

exploiting related items, assume you offer a course for trauma-informed therapists and one for exploiting social media to attract online clients. You may shift person 2 into a series for the former and person 1 into a sequence for the latter.

#3. Triggered Sales Sequences.

Behavior-based sequences.

We may boost the relevance of our marketing depending on the activities someone takes.

The distinctions between downloading a lead magnet vs. organizing a sales call. The difference between browsing the homepage vs. accessing our application or price page. The difference between someone downloading a checklist vs. enrolling in their 4th workshop in the previous 6 months.

Different actions are evidence of purpose. Using CRMs, tagging, and automation, we may activate certain sequences depending on the activities they have performed.

Example:

Person 1: Downloads ebook.

Person 2: Visits the mastermind sales page after downloading the ebook.

Person 2 has shown an enhanced degree of intent, and we may be able to activate a sequence that encourages them to arrange a call.

#4. Customer Journey Support.

Email is your concierge.

Help them get to where they’re going. There are a lot of acts that individuals may do (or not take). Email can aid with each stage of this trip. From the earliest to the final touchpoint, supporting your client journey promotes sales and retention.

Think…

Cart abandonment.

Re-engagement.

Onboarding.

Testimonial collection.

Upsells/cross-sells.

Map out your customer path and each touchpoint. Then evaluate where email can help and enhance the experience.

The most crucial thing is to recognize that relevancy enhances conversion rates.

Here are a lot of sequences that can be implemented.

Welcome.

Indoctrination.

Cart abandonment.

Post-purchase onboarding.

Re-engagement.

Promotional.

Product releases.

Upsell.

Cross sale.

Nurturing.

Referrals.

Testimonial request.

Loyalty.

News & updates.

How Backend Influences Your Ads.

“The beauty of email marketing is that it gives you access to your customers without needing to battle social media algorithms.” — Unknown

Marketing is a team sport.

I adore receiving the question from clients…

“Did that sale come from ads or email?”

I respectfully advise the customer that the email list was developed via paid advertising—every sale may have come from advertisements. The difficulty is the fact that contemporary-day attribution technologies leave a lot to be desired.

In the cookieless, zero-click, and privacy-focused age, it’s growing more difficult to establish where your purchases come from.

Maybe they clicked on an email and bought or scheduled a call. But where did they come from? They may have noticed an ad. Started following you on social media. They download something and monitor from a distance on your email list for 3 months. Then purchased.

This is the contemporary day consumer journey.

Needless to say, the backend affects your advertisements.

Market Research.

Email is a market research instrument.

You may survey and poll your audience. You may try fresh offerings. You may decide the precise messages to utilize and the items to produce. For free. Allowing you to take proven concepts and ideas to the market and scale with marketing, instead of pouring your hard-earned money into ads to test ideas.

Ad Copy.

Winners win.

High-performing emails produce high-performing advertising. Take the guesswork out of crafting ad copy hooks and transform your top-converting emails and backend marketing messaging into your paid advertising messages.

Reducing Reliance on Ads.

The greater your list, the bigger your moat.

If your firm can’t make a sale if you’re not running advertisements, you’re in danger. The greater your warm audience and list grow, the more you may minimize the amount of money necessary to spend on paid advertising, improve earnings, and lessen your dependency on platforms you don’t control. Algorithms change, fees grow, and accounts may be blocked; ultimately, the destiny of your company is in someone else’s hands.

The rear balances the scale.

Outspending Competition.

With email, you may produce the same profit while spending more.

Or, you might apply the proceeds to raise your expenditure. You may spend more on marketing, and you can also afford to pay more to attract a client since you’ve expanded your profit margin. This puts you at a competitive edge. If you can spend more and more to acquire, you can take market share away from your competition.

Monopolizing The Market.

Buyers purchase.

Ever pondered how the big become better? Through backend sales.

They get a consumer or client and then continue to sell additional goods to them on the backside. This connects in with several themes we’ve (and will) explore from economics, backend, and brand creation.

I come from a world of folks selling high-ticket programs utilizing sponsored advertising.

You know the ones that appear to win? Aren’t the ones who merely sell a $5,000 program? They’re marketing a $10-$20,000 program. And once you complete that? They have a $25,000 program. And they offer events and even higher-end consultation.

I’ve encountered 8- and 9-figure CEOs that charge $250,000/year to advise someone 1 on 1.

While that’s almost 3x the typical family income in America, it makes a point.

The firms that control the market are selling more on the backend—often more than anybody really recognizes since these offers are only shown to their warm audience or current customers.

Always Build Your List.

Your list is no longer an afterthought.

The days of newsletter signups hidden in your website footer are gone.

Unless you detest money.

Always prioritize expanding your email list since it’s one of your most important assets.

Generate buyers with merchandise.

Deplatform your social media audience.

Build your list via lead magnets, webinars, and opt-ins.

This is a long-term strategy for development, and it’s advisable that a part of your marketing budget be committed to your growth. Start with whatever you can fairly invest, even if it’s only a few percentage points of your marketing expenditure.