Email Marketing Is The Key To Automating Your Sales - Kase Dean
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Marketing Strategy

Email Marketing Is The Key To Automating Your Sales

February 14, 2020

Go stand in the corner boring blog content. We’ve got a killer post here about the importance email marketing for your business.

There are people that are actively seeking your services and products.  Some of these people have already purchased from you at least once.

But, how are you going to inform and educate them about these services and products?

Answer: Email.

Email is 40 times more effective at acquiring new customers than Facebook or Twitter.

– McKinsey

Key takeaways

  • Email marketing is the KEY to automating your sales
  • It’s 100 times easier than you think
  • Don’t let technology confuse your objectives

This Is a Lot More Important Than Simply ‘Growing Your Email List’

Email marketing is not just about growing a large database of email addresses and possible leads.  Thinking like that is not going to lead to more clients and more revenue.

“The money is in the list” is a common statement among internet marketers, but the truth is that you need to nurture and look after your potential clients.

The important thing is not the size of your list, it’s your relationship with the people on that list.

The Death of Email Marketing Has Been Greatly Exaggerated

Emails are the number one way to talk to your existing and potential clients.  Most marketing consultants and agencies focus on SEO, social and PPC as the three most powerful ways to find new business.

Unfortunately, every one of those platforms is owned by somebody else. Facebook could turn around tomorrow and totally change how businesses promote on Facebook.

You own a database. You own your list of leads and customers. You can talk and communicate with them however and whenever you want.

Using affordable software like MailChimp and Active Campaign, you can automate how often you talk to customers and systematically convert them into ‘repeat) buyers of your services and products.

If you’re worried about becoming a spammer, then consider what spam is: unsolicited and unwanted, unhelpful and invasive emails.

Are you planning on sending those types of emails? No, I didn’t think so.

If I got an email every hour and each time I opened it, I made $10, I would BEG for those emails to come through.

If I got an email every month and it was just trying to sell me something, I’d get bored and probably unsubscribe. In fact, I do just that and unsubscribe from emails that don’t provide me or my clients with value.

Think about how much value you want to send to your list and consistently deliver that.

Emails may be cost efficient but it’s no excuse to not produce quality content to give to a targeted audience

-Benjamin Murray

Three Email Marketing Mistakes That Businesses Make

Mistake #1: Not Consistently Attracting Fresh Leads

It may seem like I am contradicting myself, but consistently signing up fresh leads is key to email marketing.

Your email marketing strategy relies on having at least one lead capture process in place on your website.

It’s important to attract and sign-up a consistent stream of leads and emails because this exposure to different types of people will give you a better idea of what people really want.

For example, some of our lead magnets (the resources we give a website visitor in exchange for their email address) may not be successful at converting website visitors into potential clients. Whereas others capture emails like crazy.

Either way, this type of basic analysis allows us to understand which kinds solutions or messaging are of interest to our Target Market.

44% of email recipients made at least one purchase last year based on a promotional email.

Mistake #2: Procrastinating About When to Start

The second email marketing mistake we see people make is linked to small list paralysis.  I just made that up but I hope you get the point.  These business owners only have 4 or 5 people on their list and they don’t feel comfortable marketing to such a small number of people.

It just feels uncomfortable…embarrassing or a big waste of time.

But, you actually NEED to start email marketing as soon as possible and begin getting your message in front of the people that need to hear it.

If you don’t this, you are going to experience at least two unfortunate consequences:

  1. Your list is going to forget who you are. If you make a decision to hold off starting your email marketing campaign until you have a list of 100 people, the initial people who joined your list will have long forgotten about you.
  2. You will be struck with Decision Paralysis.  Your procrastination will lead to you to not do anything at all. Your mind will be filled with questions.  Is 100 people enough? Maybe 200 is better?

You have something of value to offer right?  Well, get started talking to your “audience” now.

The other benefit of early action is that you can begin to learn from your initial mistakes mistakes.  Finally thinking about this for a moment, your list doesn’t know they’re only 4 people.

Start talking to them now, get used to the process and start using this powerful channel to make a difference in your business, your life and the lives of others.

Mistake #3: Sending Boring and Uninspiring Emails

Without a doubt, the worst mistake you can make when comes to email marketing is sending boring, uninspiring emails. Nothing will get someone to search for the  people unsubscribe quicker than a dull email.

Avoid general subject lines and email headers. Say interesting things, be different and make it REALLY clear who you are and who is sending the emails.  Simply put…be yourself and be sincere.

If you honestly don’t think your emails are worth at least $1 in value – don’t send them. You’d be better off writing an open letter to your list, telling them what you’ve done this week and the blog articles you’ve read, than just sending them an updated list of blog posts.  Booooring!

According to 80 percent of professionals, email marketing drives customer acquisition and retention.


So, How Do You Boost Your Business Using Email Marketing?

Use Value Stack Emails

Givers receiver, it’s as simple as that.

If you provide as much interesting and useful content as you possible can – you’ll be rewarded. If you want more sales for your business, show people how to make sales for their businesses.  At the very least, you will be proving your worth.

Value Stack Emails are a great way to layer or stack the value that your subscribers get. If they sign up to a guide on fitness exercises, then make sure the following emails that they get are based around fitness exercises.

Send them blog post, videos, curated content (content that you get from other sources) etc.  Using variation in the message format is an added advantage.

It’s a safe bet that if someone wants information on [TOPIC A] then sending them more content on [TOPIC A] will be a welcomed event.

Eventually, you’ll want to introduce other subjects and topics.  But, make that a collaborative experience – ask them what they want and make that your next logical step.  For example, people interested in [TOPIC A] are also interested in [B C AND D].

So, like with the first mistake, don’t be afraid to reach out to them and see what they want help with next.

The emails in the value stack are simply are not intended to drum up sales – not at this stage in the “relationship” – you’re using them to demonstrate how useful and helpful you are and will be.

Smart Sales Emails

Smart Sales Emails may sound like an icky, salesy term but, in essence, all we’re really asking is:

“hay there, you’ve consumed a lot of free and valuable content.  This content will get your business only so far.  If you’re serious about [TOPIC] then you need to check out this [PRODUCT].”

We just look at the next sensible step that a customer could take and offer them that step. If they’ve downloaded and read a lot of posts on improving their tax bill, offering them some tax management services are a natural and useful next step.

Business owners can really complicate sales emails.  They think that they’re hard to create.

If you sent an email with little more than a massive button saying BUY NOW and a price, you’ll still probably generate some sales.

But for that probability to work in your favour, you’d need to have a pretty large list. What we want is more sales from a smaller list.

That’s where Smart Sales Emails come into play.

We use the messaging of “if you’re serious about [TOPIC] then you need to check out [PRODUCT].” After a period of time when we’ve been sending value stack emails, we then send a sales email asking they want to take it to the next level – the next natural step in the buyer’s journey.

Next Stage Emails

The people on your email list are going to be at various stages of the buying cycle.  Some people will be new to your list.  Others may have been on your list for a while but never purchased from you.

Others may have only purchased from you only once.  So, how do you move people to the next stage in the buying cycle?

If they’re all at different stages, a general, weekly email newsletter isn’t going to be much help.

This is why we use personalisation and automation.

Most email marketing software has great automation for example Active Campaign, Mailchimp or Drip.

Let’s use a Core Product Customer Experience as an example:

They’ve recently bought one of your Core Products and you want to grow that relationship. A great way to start is with the Cross-Sell. For example, if we take someone buying a flat-screen HD TV. Once they’ve bought it, you’ve got a range of options to compliment that initial purchase.    Cross-sells like insurance coverage, wall mounts, HDMI cables etc.

McDonald’s has one of the most famous cross-sells in the world:

Would you like fries with that?

– Every McDonald’s Employee

Another successful example is how Amazon uses automation to promote their recommended products. They have an email automation campaign set up that sends customers an email with products in the same categories.


Without a doubt our favourite email is a Smart Sales Email.

There’s something really exciting about writing and crafting an email that could generate sales on autopilot.

We have had customers ask us “but what if we don’t have a list?” and that’s fine. We totally get that, but we’ve found that usually they DO have a list, they just haven’t got a great email marketing strategy to help them benefit from their list.


If email marketing is a serious growth option for you then I suggest that you download our ebook: Digital Marketing For Coaches.

Get this Ebook and Learn How to Use Digital Marketing to Take Your Coaching Business to a Whole New Level!


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Kase Dean works with consultants, coaches and a select group of small business owners who need help selling more of their services and making more revenue using automated marketing and sales systems.

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