The thing is that rules might change from now to an hour, it already happened in the past,
it's happening, it's going to happen again in the future. So if you want to have a list of people
that you can contact over and over again and that you can market yourself and that you can promote
your service and even use them as a referral tool to get new people into your list, that's by far
the best channel. My email and also another channel that was very underestimated for a long
period of time but now it's going back, especially in the commerce world, is SMS. SMS marketing
because it's the same thing, it's the list that you own it and so you can contact your subscribers
via SMS, the only difference is that emails you can send many emails, whereas SMS you have to
pay attention because the frequency, because it's very personal, so people are much more,
how can I say, conservative, so they don't want to get too many SMS because
otherwise it can be a bit too overwhelming, whereas SMS is much easier to manage.
Absolutely and I know I've really learned over the years, you know, a lot of people try to say,
oh, you know, I don't check my emails or emails are dead but every year when I look at the studies,
emails have such a high rate of return and that's, especially conversion, and that's what I found
and the important thing to understand and to know is that any social media, you know, Facebook,
Instagram, all of that, the people that are your followers, they're on loan to you,
they're not guaranteed and so, so many things can change, the whole platform can disappear,
they can block you, they can decide how many people that they show, so, you know, I always
have the max that I'm allowed to have on, say, my personal page, so I, you know, I always have to
get, have some people off of there to get, be able to get new ones, but let's say I got 5,000
people on my personal page and I post something, Facebook can decide to show it to two or three,
right, and so, even all the work that you do there, so you always want to get them off of
Facebook and onto your email list as quickly as possible because it's the only thing that you
truly own, you know, I mean, you know, within the email list, you got to focus on deliverability
and things like that, which is where having an experienced copywriter like Ugo is super important,
especially when you first get your list. I know when I first started my list, you know, my tendency
being prosper in all things, right, my tendency is to talk about prospering in all things, right, so
can be, you know, money, lifestyle, all of that and Ugo was like, no, no, no, we can't use those
words until we get your list really clean, so understanding things like that is worth its weight
in gold. Would you say anything about that, Ugo, the importance? 100%, like the
deliverability with emails is pretty much one of the most important things, if not the most
important thing, especially when you get started because when you really take care of your
of your deliverability, you send the right emails to the right subscribers and not only the open
rates will be much higher, but at the same time for Gmail, Yahoo, Outlook and all of them, like
when you open, when you reply, it gives the strong signal that you say, hey, like this is a
good sender, so this email can go to the inbox, whereas the other ones, they land into the promotion
or even worse sometimes into the spam folder, it already happened in the past.
For example, I think right now probably over 95 plus percent of the emails we send out,
they landed into the inbox because we kept a very good email, health email practices
and we had to pay attention, especially the first months, we had to test a lot, pay much more
attention to the language we were using, now a bit less because our reputation, our domain
reputation is very high, so we can do many things that before we couldn't do that, but now we are
allowed, let's say, to use much more often the word free or success or sales. If you use this right
away, it's a bit challenging for the deliverability.
For someone that doesn't know, when you send out an email,
all the emails go out, but they end up in different boxes,
whether the primary, if let's say Gmail,
the primary or promotion or spam.
So different things like Gmail and stuff have.
And so, if you're lost over in promotion
or especially if you're in spam,
they may not even see your emails.
So creating a domain reputation is super important
So what are the things that they should look for?
Since neither of them have, this is a really good time
to know how to start right when they start
their email list.
So what are the things you would recommend
to have a really clean list?
So in order to, when you start writing the email slot,
the first thing to do is mainly to use the sales reward
and the spam rewards as less as possible.
And check how many people are interacting.
If some people are like, are not opening your emails
for over 90 days, because if people are not opening
the emails for over 90 days,
that means that many of them might be inactive.
So you have to either send a particular flow
called the re-engagement flow,
or you can just, yeah, I mean,
or you send the re-engagement flow
or you just delete right away from the software.
That's from the system.
The good thing is that when you start,
when you have a small email list,
you don't need to worry about that too much.
But of course, when you grow,
it's gonna be very important.
Because if you send an email to people
who are not interacting, who are not active,
of course, this can damage the reputation,
the domain reputation,
which means that deliverability will be damaged.
And when the deliverability is damaged,
then the emails will go to the spam folder,
which is bad for the open rates,
for the conversions, for the sales,
for everything pretty much.
So it's something to really pay attention to.
Absolutely.
I think it's very important mentally
when you're writing your emails,
or if you're having a pro like Ugo do it,
then he's doing this.
It's very important to imagine
that you're talking to one person,
especially to your ideal client.
This is why I do the niche work
when I do breakthrough intensives and so on.
You want to be speaking
and you wanna be speaking their language
and their interests.
And so if you can imagine,
I always imagine it this way,
coming to my emails or coming to my website,
I like to imagine a person coming to your home.
Maybe you're having a party or a person coming,
maybe you're having a picnic
and they come to the picnic.
And so imagine,
let's imagine that you're a guest to a picnic, for example.
And when you go to that picnic,
you wanna bring a bottle of wine,
some cheese and crackers,
you wanna greet everybody,
you wanna get to know them and understand them.
Think about the guests that shows up at the picnic
and immediately start spamming everyone.
Hey, I just got in this new network marketing company,
you won't believe it.
And they're working from person to person
and they're talking and they're not letting the other person
get a word in edgewise.
You're not gonna be invited to too many picnics, right?
That's gonna be kind of the end of your picnic experience.
And yet people think because it's online
that they can do something different,
be it on their website or on their social media,
it applies everywhere.
You're talking to real people.
And so you wanna have the same level of respect and honor
and be interesting.
And of course, you know what I repeat constantly,
add value, add value, add value.
You're just constantly thinking about
how can you add value, right?
And so think about that with your emails.
A lot of people look at emails as,
okay, I'm just gonna keep telling them what I'm offering.
I'm selling this and now I'm selling that.
And now there's a place for that,
but you must have the same thing I taught you
in the sales masterclass.
There's a series to be able to get there, right?
You've gotta create trust.
You gotta create rapport.
You have to know their needs.
You have to add value.
This is true anywhere else as it is on the phone,
like I taught in the sales masterclass.
to class, the same principles apply.
And so be thinking about that.
Balance your emails between emails
that are simply adding value, not asking for anything.
And with ones, when you do ask for something,
it's welcome because they appreciate you.
You've added so much value.
It's OK to offer something else.
What would you say on all of that?
What counsel would you give about email writing?
You're the pro, Ugo.
You're the pro.
About email writing, yes, definitely this is true.
But even before the writing part,
it's really important to understand
the psychology behind the email marketing.
The email marketing, retention marketing.
Now, with the retention marketing,
I am talking about email marketing, SMS marketing,
and also the so-old, although it's still used.
And sometimes email works very well, extremely well.
Sometimes like the direct mail, the offline direct mail,
because this is the traffic that you own,
the list that you own.
So it's very important to understand
the psychology behind that.
Now, one thing that very few people talk about
is the relationship between email marketing and branding.
Because we talk a lot about marketing, marketing,
marketing, marketing, all right, which is very important.
However, something is changing over the years,
especially over the last couple of years,
many things changed.
And many people are focusing much more on branding now
before even marketing,
because in the end, what is brand?
It's something when you feel,
you feel that you tell to the world what you stand for,
your values, why they should follow you, your passions.
And this is the real thing, you know,
like because in the end right now,
it's all about personalization
because everyone has access to everyone.
Like you can get access to pretty much everything.
So it's all about human to human right now.
So when you have a very strong,
when you build this foundation about branding
and you connect with the emails,
because the emails is really to, is a touch point,
is used as a touch point to share what you stand for,
your values, your passions, use stories to connect
and is all related to your branding.
Then you use marketing to attract your potential clients
and then to create all the things behind that.
But branding and email and retention marketing,
this relationship is very important.
And back to the point about how to write an email.
The first thing is always to focus on the ultimate goal
that you want to achieve with that email.
And if you want to take a step further,
you also have to look at the overall strategy that you,
especially if you're sending a couple of emails.
So if you are going to promote, for example,
a free one-on-one call, 30 minutes one-on-one call,
which is pretty realistic,
is you want to think about, okay, so these emails,
let's suppose you want to send eight emails.
So what's the strategy behind that?
How can I get there?
So do you want to share your story, add value,
and then get some replies before asking the free call,
or you just want to go straight to the free call
and then build value and then probably re-ask
for the free call?
Like there are many ways to get there,
but the most important thing is to understand
the strategy behind the goal that you want to achieve.
And the goal, the purpose of that specific email
is that email to strengthen your brand
or to promote a product or to give value
or for the engagement, like there, or for social proof,
if you want to show your social proof,
every single email has a specific purpose.
And then what the pro does is that it can take
this single email and put it in a series of emails
in order to go from point A to point B, yeah.
Fantastic.
So I want to come back and ask another question, Ugo,
but first, if there's any questions in the audience,
this is office hours, just on the reactions button,
you can raise your hand.
If you have something you want us to review or look at,
that's one of the purposes of this,
or if you have any questions,
have a question, how to go about anything.
you can raise your hand and we'll get back to you.
So just raise your hand if that's bringing up some questions
and we'd love to answer those.
So this idea of branding,
and would another way of saying that of branding
be letting them really get to know you?
It's like, it's just like back to the picnic example.
What are they gonna remember about you?
Are they gonna say, wow, you know,
he or she was just the nicest person.
They're so generous or they're so fun.
They just made me laugh so much, or they're so wise.
I just kept getting so much wisdom.
Like, what are you becoming known for that branding?
What is your personality, right?
How is that showing through in your emails?
All right, so is there a particular order?
If you're just these, you know,
most of the people watching right now
are starting from scratch.
So is there a perfect, like a particular order
of how to begin like a nurture sequence?
What does that look like?
Or talk a little bit about the types of kind of sequences
that they could do.
Absolutely, so the very first sequence
that you should set up, of course,
is the welcome email flow.
That is by far the most important one
if you're just starting out.
And the email flow should be like,
first off, to introduce yourself.
Second, give the reasons why people should follow you.
Third, it's giving an incentive
if you have the ability to do that.
It can be a PDF document, an e-book,
or a masterclass, something that gives value.
After that, what I like to do
is to start asking questions to the audience
to really build a one-on-one connection with them,
along with really try to create content
based on the data that you got from these replies,
you know, immediately after that.
So if people, for example, are interested
in how to overcome self-objections, okay,
so you create content about that, you know?
Now, there is a content that can be more tips-related,
tips, strategies-related,
and content that can be story-based,
where you take a story, can be a personal story,
or it can be a story of a friend, any type of story,
which are powerful lessons about self-objections.
You tell the story, and then with a specific lesson in it.
Now, most important thing is to have a clear call to action
to pretty much every single email.
Sometimes you can send some emails without call to action.
I don't recommend it unless you know what you're doing,
like that you have a very clear strategy in mind,
because if you have a clear strategy in mind,
you know that email without call to action
is another purpose, you know?
So, but other than that,
I would also always add a clear call to action.
Now, what me and Brenda love to do,
especially me, is to have the so famous
like reply-based email,
which probably we are the only,
I think we are the only ones in the industry doing that,
because most of our emails are reply-based emails.
I work with other coaches in the past,
I see what coaches do,
and so far, very few people do,
especially with the same frequency, you know?
Like our frequency is very high,
and this is good for two reasons.
The first one, because you build the relationship
at a deeper level with the subscriber,
and the second thing is because once you do that,
you also improve your deliverability,
because for the Gmail, Yahoo, Outlook,
they love when they get a reply,
because it tells them that people who opens the email,
they are interested in learning more,
in talking to you, you know,
via chatting with you via email.
So for them, it's a very strong signal
that means like, hey, these people love your email,
so we can reach the inbox, you know?
So it's very powerful.
But again, the primary, the main purpose is that,
the main goal is to build this deeper connection one-on-one,
because from that connection and from that conversation,
you can lead to everything, you know?
It can be just a friendly conversation,
but it can also lead to a three, five,
even 10K package, you know?
So it's really.
up to it's all a relationship building because right now it's very important to build meaningful
relationships to add value and to really generally help the other person to to grow you know to solve
their problems because this is the easiest way to build trust absolutely and so you're
building this relationship and so it's a two-way communication so it's not just you talking at
them back to the picnic again right you're not just talking but one of the most powerful things
is asking questions so whether that's uh on your sales conversation i taught the the power of
asking questions in email it's affecting other things like ugo said it's improving your
deliverability the other thing that will really happen and you ask a simple question and you'll
notice ugo's a master at this and a lot of times he has you just reply with one word and so you
know he'll say you know reply with the word workshop or whatever and um this you can look at
on your list to determine the most engaged so those people who took the time to reply which
you made it easy for them to reply they just hit reply and write one word they're busy they'll do
it but look at it in your mind as people who raised their hand said i'm your most active i'm
your most interested so not only is for deliverability you know the the the in in terms
of making your emails more deliverable but for your own sake you're knowing who to really spend
time more time contacting and replying to that and responding to them uh so there's that side of it
uh the other side of it is you'll notice that sometimes ugo asks a very open-ended question
you know or he'll give a list what's more important to you you know love money prospering
whatever right he'll give you a list of a few things and this will also give you very valuable
information for what to write about in the future so you're keeping you're not just talking at them
you're keeping your finger on the pulse of your audience which is another way of really
caring adding value building that relationship with your list so i love that okay we've got a
very short we got eight minutes left i'd love to hear if you have any questions right now uh
anything you'd love ugo to answer or me to answer about about emails or marketing or anything else
on your heart right now any questions um i have one on the let me flip back to my page it was
when we were going through the emails oh i couldn't hear the word what was said after email
list there were other things it kept coming across sound like ms but i don't know if that
was the word it was an instant message or what was it you know there was yes can you address what
that is yes it's like a the text messages from the phone you know so if you send a text message
from one phone to another one like you do with a friend so this this list still belongs to you like
it's the traffic that you own now the biggest advantage is that sending a text to your
subscribers directly to their phone is the most personal way and channel that you can ever use
the drawback is because it's the most person the most personal channel and everything is not
uh like you can only use but not with a high frequency you can only send once a week
twice at max but usually they they say no more than once a week you know because it's very personal
they only just they like to keep it just for friends or for close family members so they don't
because if everyone starts doing that you know with a high frequency uh it's bad because also
your phone like is bombarded so you can't do anything anymore yeah it's it's the most noticed
the most responded but you are interrupting them right so it's not like an email that they go and
check their email when they check it with text messages you're just bam right there and so you
want to use that again with a lot of respect with a lot of honor but still it is an incredibly
powerful tool yes great great question thank you anyone else in the last few minutes questions
yes michelle yeah no you mentioned something about um don't use spam words and
and different things. Could you kind of go over that again what those words are that seem to get
as well? Yes absolutely. So those words like there is a list if you just type on google spammy words
email marketing you will find a spot to make the complete list of spammy words. Anyways like
those words are words that are very salesy or very money oriented like for example free lucrative
success even god even god and jesus sometimes they are they are words that you have to pay
attention when you use them you know as I remember many times when I was writing the emails I had to
replace the word god or jesus with he you know or him because like with big capital letters because
sometimes they are not our case anymore because as we said like our deliverability is very high
but sometimes especially if you're writing an email that you're promoting a service
it can be seen as a way to I would say influence you know like influence that that person by using
the religion you know so and for the system itself so the system says oh it's not although
it's not true although it's not true but for the system many people might with bad intentions might
use this as a bad way to you know for but and this with all types of religions not only that
one like for muslims and buddhists like all of them the system like you can use them you can use
them but you have to pay attention not to overuse them too much because if you overuse them too much
they say why is using too much you know because they don't know that it's a christian based
they care is a christian based community or is the muslim based or buddhist based they don't
know that the system doesn't know that we know but they don't and so uh so uh I often think of
like uh network marketing words that are overly used right financial freedom um you know time
freedom lifestyle um you know things that have been promised forever and and so those are always
included if if someone's selling insurance or network marketing or think about the words that
they're always promising you right 100 and this is very important to pay attention that's why
one of the most important things to do is always to test the email before you're sending out the
best email platform to use for me is active campaign by far the second best one but this is
for e-commerce is clavio but it's not your case so active campaign is the one to stick with it
because then there are some other ones but they are much much much much more expensive like we
talk about tens of thousands of dollars but these are for uh like with huge lists personal brands
but uh active campaign is by far the best one to get started so we send an email a test email to
see if everything is uh is going right it's going to like it goes lands into the inbox or to the
promo and always look when you get started to the reply you know try to get as many replies as
possible for the first weeks in this way the deliverability is going to get better and you have
less problems you know to do like you don't need to worry too much about deliverability
awesome awesome i want to thank you all for joining ugo i want to thank you for uh offering
your time um those of you that are listening live i want to remind you that we have the follow-up
the fortune in the follow-up master class is this saturday and then we'll be doing these office hours
for the rest of the month on thursday mornings so bring bring your questions bring things to
look at and uh we will see you then thank you all blessings thank you bye