Quick recap here:

By the time your user gets this email they have:

  1. Found your opt-in page from an ad, a social post, or an email from an affiliate. Maybe somewhere else but those are the most common ones.
  2. Entered their email address (as a minimum)
  3. Got to a thank-you page

At this point you have some choices to make.

Either provide them with a bunch of boring stuff about making sure they get your emails, and send them off to the inbox.

Or, you can take a first swing at selling them something.

For those of you who are averse to selling, here’s my take.

What you sell is what you do. It’s positioning.

There’s no better way of saying what you stand for than to sell something.

Take what you’re reading for example. I create email campaigns that speed up your Time To First Dollar and give you Higher Customer Lifetime Value from your Email List

This little series is a low-effort, high impact demonstration of that overall offering. It’s absolutely the best way for me to show you that the rest of what I’ll teach you over the next few weeks, months & years are legitimate, proven strategies.

  • If you’re into fitness it might be a short workout that you know gets results.
  • If you’re into investment it might be a stock-picking strategy.
  • If you’re in helping relationships, it might be that one line that helps diffuse a conflict and avoid an argument.

Whatever it is you should charge a little to make sure that your buyers take notice of what you have to say.

Faced with a choice between sending you off to the inbox, and selling something, I’m going to sell you something.

Now, you still requested that freebie, and you haven’t had it yet, so remember there was a tiny strap-line at the top of our sales page directing you to your inbox and this email:

So, they know the email is waiting for them with their freebie, but it’s not going to get in the way of them getting your offer, which should be:

  • Something they want
  • Brain-dead simple to understand
  • Priced just high enough that they don’t think there’s a catch (seriously, pricing too low is big problem here!)
  • Loaded with extra value to take any question of whether they should buy. OFF the table

Enough about the offer, I’ll deal with that another day.

We’ve just pitched them, so no need to do it again in the first email.

The aim of the Confirmation Email is to set them up for every other email they’ll ever get from you

Here is the email with each section numbered.

Here’s the strategy for this email.

You can’t create a relationship, if they’re don’t see your emails.

We are 100% focussed on deliverability here.

Deliverability is the email industry term for making sure that your emails go to an inbox that gets read, not a promotions tab or worse still a spam folder.

You also want to make sure that the person proves they read it. Anyone who isn’t interested in even reading the freebie right now isn’t a good fit for your list.

So, here are the sections as per the numbering:

(1) Tell them something different is coming.

Most confirmation emails, you open them up, click a big fat button without reading anything else, and grab your freebie on the next page.

We need to jolt them out of that pattern and get them to read, not skim.

(2) Slut-shame your enemies

OK, you’re going to need to get used to this. I don’t go easy on my customers.

I’d be doing you a disservice if I let you slide into the ranks of the unwashed masses who download ebook after ebook, take course after course, and do nothing with them.

I understand it, I was there once myself, but it doesn’t mean I’m going to let you waste your life away.

I drive a wedge between my customers and the ones who collect “data for later”. Choose one side or the other.

I hope you’l choose my side, it’s a lot more fun over here.

(3) Tell then what you’re about to tell them. 

If there are steps to follow, or choices to make, prepare them mentally before you drop it on them.

(4)  If there’s a problem now, solve it now.

Your customer knows where he found the email. He’s uniquely positioned now to follow your advice

(5) Give them the email address that you’ll be using and get it whitelisted

Quick tip. Whilst these come to my inbox, I  set this email address up to go to a folder that I can review twice a day and have my assistant review when I’m on holiday.

When you’ve run lists that send over a million emails every week, you learn not to use your most personal mailbox!

The whitelist instructions that I’ve linked to come from https://www.emaildeliveryjedi.com/email-whitelist.php

Add your email address and copy the page it generates to your website.

(6) This is where the magic happens

Get them to give you a real reply to confirm their address.

This tells Gmail or whatever service they’re using that yours is a “real” address and you should be in the inbox, not stuck with all the promotional emails.

If you don’t get a reply within a couple of days, I’d recommend that you follow up once at most, and then just delete the email. This isn’t a warm prospect and mailing inactive addresses will just make you look like a spammer.

(7) Keep it real

A “real” looking signature, a photo, and maybe a link to your site so your reader can see what you’re about, all helps build trust.

These are nice finishing touches, and not essential.

OK, there’s a lot to digest in here, so take your time to apply it.

I’ll send the next email tomorrow, but if you get done before then click this link to get the next email.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.

c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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