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The thing is that rules might change from now to an hour, it already happened in the past,

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it's happening, it's going to happen again in the future. So if you want to have a list of people

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that you can contact over and over again and that you can market yourself and that you can promote

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your service and even use them as a referral tool to get new people into your list, that's by far

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the best channel. My email and also another channel that was very underestimated for a long

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period of time but now it's going back, especially in the commerce world, is SMS. SMS marketing

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because it's the same thing, it's the list that you own it and so you can contact your subscribers

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via SMS, the only difference is that emails you can send many emails, whereas SMS you have to

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pay attention because the frequency, because it's very personal, so people are much more,

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how can I say, conservative, so they don't want to get too many SMS because

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otherwise it can be a bit too overwhelming, whereas SMS is much easier to manage.

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Absolutely and I know I've really learned over the years, you know, a lot of people try to say,

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oh, you know, I don't check my emails or emails are dead but every year when I look at the studies,

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emails have such a high rate of return and that's, especially conversion, and that's what I found

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and the important thing to understand and to know is that any social media, you know, Facebook,

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Instagram, all of that, the people that are your followers, they're on loan to you,

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they're not guaranteed and so, so many things can change, the whole platform can disappear,

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they can block you, they can decide how many people that they show, so, you know, I always

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have the max that I'm allowed to have on, say, my personal page, so I, you know, I always have to

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get, have some people off of there to get, be able to get new ones, but let's say I got 5,000

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people on my personal page and I post something, Facebook can decide to show it to two or three,

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right, and so, even all the work that you do there, so you always want to get them off of

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Facebook and onto your email list as quickly as possible because it's the only thing that you

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truly own, you know, I mean, you know, within the email list, you got to focus on deliverability

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and things like that, which is where having an experienced copywriter like Ugo is super important,

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especially when you first get your list. I know when I first started my list, you know, my tendency

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being prosper in all things, right, my tendency is to talk about prospering in all things, right, so

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can be, you know, money, lifestyle, all of that and Ugo was like, no, no, no, we can't use those

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words until we get your list really clean, so understanding things like that is worth its weight

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in gold. Would you say anything about that, Ugo, the importance? 100%, like the

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deliverability with emails is pretty much one of the most important things, if not the most

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important thing, especially when you get started because when you really take care of your

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of your deliverability, you send the right emails to the right subscribers and not only the open

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rates will be much higher, but at the same time for Gmail, Yahoo, Outlook and all of them, like

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when you open, when you reply, it gives the strong signal that you say, hey, like this is a

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good sender, so this email can go to the inbox, whereas the other ones, they land into the promotion

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or even worse sometimes into the spam folder, it already happened in the past.

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For example, I think right now probably over 95 plus percent of the emails we send out,

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they landed into the inbox because we kept a very good email, health email practices

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and we had to pay attention, especially the first months, we had to test a lot, pay much more

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attention to the language we were using, now a bit less because our reputation, our domain

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reputation is very high, so we can do many things that before we couldn't do that, but now we are

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allowed, let's say, to use much more often the word free or success or sales. If you use this right

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away, it's a bit challenging for the deliverability.

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For someone that doesn't know, when you send out an email,

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all the emails go out, but they end up in different boxes,

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whether the primary, if let's say Gmail,

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the primary or promotion or spam.

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So different things like Gmail and stuff have.

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And so, if you're lost over in promotion

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or especially if you're in spam,

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they may not even see your emails.

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So creating a domain reputation is super important

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So what are the things that they should look for?

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Since neither of them have, this is a really good time

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to know how to start right when they start

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their email list.

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So what are the things you would recommend

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to have a really clean list?

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So in order to, when you start writing the email slot,

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the first thing to do is mainly to use the sales reward

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and the spam rewards as less as possible.

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And check how many people are interacting.

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If some people are like, are not opening your emails

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for over 90 days, because if people are not opening

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the emails for over 90 days,

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that means that many of them might be inactive.

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So you have to either send a particular flow

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called the re-engagement flow,

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or you can just, yeah, I mean,

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or you send the re-engagement flow

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or you just delete right away from the software.

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That's from the system.

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The good thing is that when you start,

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when you have a small email list,

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you don't need to worry about that too much.

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But of course, when you grow,

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it's gonna be very important.

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Because if you send an email to people

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who are not interacting, who are not active,

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of course, this can damage the reputation,

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the domain reputation,

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which means that deliverability will be damaged.

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And when the deliverability is damaged,

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then the emails will go to the spam folder,

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which is bad for the open rates,

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for the conversions, for the sales,

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for everything pretty much.

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So it's something to really pay attention to.

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Absolutely.

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I think it's very important mentally

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when you're writing your emails,

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or if you're having a pro like Ugo do it,

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then he's doing this.

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It's very important to imagine

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that you're talking to one person,

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especially to your ideal client.

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This is why I do the niche work

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when I do breakthrough intensives and so on.

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You want to be speaking

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and you wanna be speaking their language

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and their interests.

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And so if you can imagine,

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I always imagine it this way,

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coming to my emails or coming to my website,

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I like to imagine a person coming to your home.

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Maybe you're having a party or a person coming,

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maybe you're having a picnic

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and they come to the picnic.

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And so imagine,

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let's imagine that you're a guest to a picnic, for example.

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And when you go to that picnic,

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you wanna bring a bottle of wine,

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some cheese and crackers,

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you wanna greet everybody,

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you wanna get to know them and understand them.

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Think about the guests that shows up at the picnic

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and immediately start spamming everyone.

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Hey, I just got in this new network marketing company,

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you won't believe it.

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And they're working from person to person

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and they're talking and they're not letting the other person

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get a word in edgewise.

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You're not gonna be invited to too many picnics, right?

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That's gonna be kind of the end of your picnic experience.

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And yet people think because it's online

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that they can do something different,

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be it on their website or on their social media,

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it applies everywhere.

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You're talking to real people.

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And so you wanna have the same level of respect and honor

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and be interesting.

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And of course, you know what I repeat constantly,

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add value, add value, add value.

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You're just constantly thinking about

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how can you add value, right?

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And so think about that with your emails.

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A lot of people look at emails as,

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okay, I'm just gonna keep telling them what I'm offering.

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I'm selling this and now I'm selling that.

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And now there's a place for that,

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but you must have the same thing I taught you

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in the sales masterclass.

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There's a series to be able to get there, right?

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You've gotta create trust.

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You gotta create rapport.

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You have to know their needs.

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You have to add value.

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This is true anywhere else as it is on the phone,

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like I taught in the sales masterclass.

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to class, the same principles apply.

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And so be thinking about that.

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Balance your emails between emails

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that are simply adding value, not asking for anything.

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And with ones, when you do ask for something,

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it's welcome because they appreciate you.

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You've added so much value.

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It's OK to offer something else.

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What would you say on all of that?

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What counsel would you give about email writing?

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You're the pro, Ugo.

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You're the pro.

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About email writing, yes, definitely this is true.

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But even before the writing part,

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it's really important to understand

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the psychology behind the email marketing.

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The email marketing, retention marketing.

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Now, with the retention marketing,

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I am talking about email marketing, SMS marketing,

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and also the so-old, although it's still used.

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And sometimes email works very well, extremely well.

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Sometimes like the direct mail, the offline direct mail,

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because this is the traffic that you own,

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the list that you own.

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So it's very important to understand

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the psychology behind that.

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Now, one thing that very few people talk about

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is the relationship between email marketing and branding.

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Because we talk a lot about marketing, marketing,

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marketing, marketing, all right, which is very important.

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However, something is changing over the years,

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especially over the last couple of years,

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many things changed.

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And many people are focusing much more on branding now

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before even marketing,

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because in the end, what is brand?

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It's something when you feel,

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you feel that you tell to the world what you stand for,

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your values, why they should follow you, your passions.

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And this is the real thing, you know,

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like because in the end right now,

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it's all about personalization

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because everyone has access to everyone.

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Like you can get access to pretty much everything.

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So it's all about human to human right now.

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So when you have a very strong,

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when you build this foundation about branding

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and you connect with the emails,

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because the emails is really to, is a touch point,

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is used as a touch point to share what you stand for,

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your values, your passions, use stories to connect

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and is all related to your branding.

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Then you use marketing to attract your potential clients

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and then to create all the things behind that.

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But branding and email and retention marketing,

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this relationship is very important.

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And back to the point about how to write an email.

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The first thing is always to focus on the ultimate goal

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that you want to achieve with that email.

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And if you want to take a step further,

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you also have to look at the overall strategy that you,

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especially if you're sending a couple of emails.

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So if you are going to promote, for example,

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a free one-on-one call, 30 minutes one-on-one call,

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which is pretty realistic,

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is you want to think about, okay, so these emails,

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let's suppose you want to send eight emails.

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So what's the strategy behind that?

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How can I get there?

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So do you want to share your story, add value,

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and then get some replies before asking the free call,

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or you just want to go straight to the free call

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and then build value and then probably re-ask

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for the free call?

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Like there are many ways to get there,

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but the most important thing is to understand

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the strategy behind the goal that you want to achieve.

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And the goal, the purpose of that specific email

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is that email to strengthen your brand

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or to promote a product or to give value

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or for the engagement, like there, or for social proof,

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if you want to show your social proof,

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every single email has a specific purpose.

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And then what the pro does is that it can take

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this single email and put it in a series of emails

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in order to go from point A to point B, yeah.

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Fantastic.

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So I want to come back and ask another question, Ugo,

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but first, if there's any questions in the audience,

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this is office hours, just on the reactions button,

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you can raise your hand.

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If you have something you want us to review or look at,

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that's one of the purposes of this,

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or if you have any questions,

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have a question, how to go about anything.

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you can raise your hand and we'll get back to you.

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So just raise your hand if that's bringing up some questions

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and we'd love to answer those.

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So this idea of branding,

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and would another way of saying that of branding

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be letting them really get to know you?

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It's like, it's just like back to the picnic example.

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What are they gonna remember about you?

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Are they gonna say, wow, you know,

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he or she was just the nicest person.

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They're so generous or they're so fun.

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They just made me laugh so much, or they're so wise.

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I just kept getting so much wisdom.

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Like, what are you becoming known for that branding?

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What is your personality, right?

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How is that showing through in your emails?

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All right, so is there a particular order?

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If you're just these, you know,

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most of the people watching right now

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are starting from scratch.

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So is there a perfect, like a particular order

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of how to begin like a nurture sequence?

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What does that look like?

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Or talk a little bit about the types of kind of sequences

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that they could do.

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Absolutely, so the very first sequence

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that you should set up, of course,

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is the welcome email flow.

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That is by far the most important one

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if you're just starting out.

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And the email flow should be like,

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first off, to introduce yourself.

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Second, give the reasons why people should follow you.

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Third, it's giving an incentive

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if you have the ability to do that.

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It can be a PDF document, an e-book,

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or a masterclass, something that gives value.

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After that, what I like to do

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is to start asking questions to the audience

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to really build a one-on-one connection with them,

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along with really try to create content

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based on the data that you got from these replies,

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you know, immediately after that.

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So if people, for example, are interested

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in how to overcome self-objections, okay,

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so you create content about that, you know?

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Now, there is a content that can be more tips-related,

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tips, strategies-related,

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and content that can be story-based,

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where you take a story, can be a personal story,

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or it can be a story of a friend, any type of story,

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which are powerful lessons about self-objections.

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You tell the story, and then with a specific lesson in it.

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Now, most important thing is to have a clear call to action

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to pretty much every single email.

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Sometimes you can send some emails without call to action.

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I don't recommend it unless you know what you're doing,

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like that you have a very clear strategy in mind,

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because if you have a clear strategy in mind,

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you know that email without call to action

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is another purpose, you know?

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So, but other than that,

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I would also always add a clear call to action.

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Now, what me and Brenda love to do,

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especially me, is to have the so famous

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like reply-based email,

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which probably we are the only,

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I think we are the only ones in the industry doing that,

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because most of our emails are reply-based emails.

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I work with other coaches in the past,

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I see what coaches do,

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and so far, very few people do,

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especially with the same frequency, you know?

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Like our frequency is very high,

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and this is good for two reasons.

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The first one, because you build the relationship

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at a deeper level with the subscriber,

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and the second thing is because once you do that,

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you also improve your deliverability,

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because for the Gmail, Yahoo, Outlook,

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they love when they get a reply,

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because it tells them that people who opens the email,

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they are interested in learning more,

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in talking to you, you know,

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via chatting with you via email.

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So for them, it's a very strong signal

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that means like, hey, these people love your email,

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so we can reach the inbox, you know?

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So it's very powerful.

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But again, the primary, the main purpose is that,

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the main goal is to build this deeper connection one-on-one,

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because from that connection and from that conversation,

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you can lead to everything, you know?

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It can be just a friendly conversation,

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but it can also lead to a three, five,

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even 10K package, you know?

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So it's really.

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up to it's all a relationship building because right now it's very important to build meaningful

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relationships to add value and to really generally help the other person to to grow you know to solve

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their problems because this is the easiest way to build trust absolutely and so you're

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building this relationship and so it's a two-way communication so it's not just you talking at

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them back to the picnic again right you're not just talking but one of the most powerful things

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is asking questions so whether that's uh on your sales conversation i taught the the power of

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asking questions in email it's affecting other things like ugo said it's improving your

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deliverability the other thing that will really happen and you ask a simple question and you'll

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notice ugo's a master at this and a lot of times he has you just reply with one word and so you

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know he'll say you know reply with the word workshop or whatever and um this you can look at

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on your list to determine the most engaged so those people who took the time to reply which

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you made it easy for them to reply they just hit reply and write one word they're busy they'll do

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it but look at it in your mind as people who raised their hand said i'm your most active i'm

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your most interested so not only is for deliverability you know the the the in in terms

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of making your emails more deliverable but for your own sake you're knowing who to really spend

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time more time contacting and replying to that and responding to them uh so there's that side of it

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uh the other side of it is you'll notice that sometimes ugo asks a very open-ended question

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you know or he'll give a list what's more important to you you know love money prospering

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whatever right he'll give you a list of a few things and this will also give you very valuable

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information for what to write about in the future so you're keeping you're not just talking at them

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you're keeping your finger on the pulse of your audience which is another way of really

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caring adding value building that relationship with your list so i love that okay we've got a

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very short we got eight minutes left i'd love to hear if you have any questions right now uh

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anything you'd love ugo to answer or me to answer about about emails or marketing or anything else

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on your heart right now any questions um i have one on the let me flip back to my page it was

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when we were going through the emails oh i couldn't hear the word what was said after email

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list there were other things it kept coming across sound like ms but i don't know if that

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was the word it was an instant message or what was it you know there was yes can you address what

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that is yes it's like a the text messages from the phone you know so if you send a text message

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from one phone to another one like you do with a friend so this this list still belongs to you like

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it's the traffic that you own now the biggest advantage is that sending a text to your

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subscribers directly to their phone is the most personal way and channel that you can ever use

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the drawback is because it's the most person the most personal channel and everything is not

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uh like you can only use but not with a high frequency you can only send once a week

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twice at max but usually they they say no more than once a week you know because it's very personal

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they only just they like to keep it just for friends or for close family members so they don't

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because if everyone starts doing that you know with a high frequency uh it's bad because also

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your phone like is bombarded so you can't do anything anymore yeah it's it's the most noticed

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the most responded but you are interrupting them right so it's not like an email that they go and

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check their email when they check it with text messages you're just bam right there and so you

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want to use that again with a lot of respect with a lot of honor but still it is an incredibly

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powerful tool yes great great question thank you anyone else in the last few minutes questions

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yes michelle yeah no you mentioned something about um don't use spam words and

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and different things. Could you kind of go over that again what those words are that seem to get

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as well? Yes absolutely. So those words like there is a list if you just type on google spammy words

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email marketing you will find a spot to make the complete list of spammy words. Anyways like

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those words are words that are very salesy or very money oriented like for example free lucrative

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success even god even god and jesus sometimes they are they are words that you have to pay

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attention when you use them you know as I remember many times when I was writing the emails I had to

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replace the word god or jesus with he you know or him because like with big capital letters because

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sometimes they are not our case anymore because as we said like our deliverability is very high

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but sometimes especially if you're writing an email that you're promoting a service

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it can be seen as a way to I would say influence you know like influence that that person by using

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the religion you know so and for the system itself so the system says oh it's not although

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it's not true although it's not true but for the system many people might with bad intentions might

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use this as a bad way to you know for but and this with all types of religions not only that

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one like for muslims and buddhists like all of them the system like you can use them you can use

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them but you have to pay attention not to overuse them too much because if you overuse them too much

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they say why is using too much you know because they don't know that it's a christian based

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they care is a christian based community or is the muslim based or buddhist based they don't

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know that the system doesn't know that we know but they don't and so uh so uh I often think of

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like uh network marketing words that are overly used right financial freedom um you know time

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freedom lifestyle um you know things that have been promised forever and and so those are always

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included if if someone's selling insurance or network marketing or think about the words that

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they're always promising you right 100 and this is very important to pay attention that's why

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one of the most important things to do is always to test the email before you're sending out the

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best email platform to use for me is active campaign by far the second best one but this is

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for e-commerce is clavio but it's not your case so active campaign is the one to stick with it

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because then there are some other ones but they are much much much much more expensive like we

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talk about tens of thousands of dollars but these are for uh like with huge lists personal brands

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but uh active campaign is by far the best one to get started so we send an email a test email to

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see if everything is uh is going right it's going to like it goes lands into the inbox or to the

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promo and always look when you get started to the reply you know try to get as many replies as

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possible for the first weeks in this way the deliverability is going to get better and you have

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less problems you know to do like you don't need to worry too much about deliverability

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awesome awesome i want to thank you all for joining ugo i want to thank you for uh offering

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your time um those of you that are listening live i want to remind you that we have the follow-up

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the fortune in the follow-up master class is this saturday and then we'll be doing these office hours

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for the rest of the month on thursday mornings so bring bring your questions bring things to

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look at and uh we will see you then thank you all blessings thank you bye