{"id":37449,"date":"2014-05-27T14:43:06","date_gmt":"2014-05-27T19:43:06","guid":{"rendered":"https:\/\/dmwsprod.wpengine.com\/?p=37449"},"modified":"2014-05-27T14:43:06","modified_gmt":"2014-05-27T19:43:06","slug":"email-marketing-machine","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/email-marketing-machine\/","title":{"rendered":"How to Build an Email Marketing Machine"},"content":{"rendered":"<p>Imagine this&#8230;<\/p>\n<p>Each day you wake up, type up an email, press SEND and watch the sales roll in.<\/p>\n<p>Could there be anything more satisfying than that?<\/p>\n<p>Actually&#8230; yes. &nbsp;It&#8217;s much more satisfying (and lucrative) to&#8230;<\/p>\n<p>&#8230; set up a <span style=\"text-decoration: underline;\">SERIES<\/span> of emails <span style=\"text-decoration: underline;\">ONCE<\/span> and watch sales roll in <span style=\"text-decoration: underline;\">EVERY DAY<\/span> on <span style=\"text-decoration: underline;\">AUTOPILOT<\/span>.<\/p>\n<p>We&#8217;ll&nbsp;send over a million emails in over a dozen markets\u2026 today.&nbsp; And we\u2019ll do it again tomorrow.<\/p>\n<p>I know a thing or two about getting ROI from&nbsp;<a href=\"https:\/\/www.digitalmarketer.com\/lp\/training\/email-marketing-mastery\/\">email marketing<\/a> and I&#8217;m going to share my&nbsp;system&nbsp;with you now.<\/p>\n<p>But before I do&#8230; you should know that you don&#8217;t need a big email list or fancy software to start seeing amazing results from&nbsp;email marketing. &nbsp;You simply need a plan.<\/p>\n<p>(<strong>RELATED:<\/strong> <a href=\"https:\/\/www.digitalmarketer.com\/digital-marketing\/email-marketing-strategy\/\">Following Email Marketing Best Practices<\/a>)<\/p>\n<p>We call that plan&nbsp;&#8220;The Machine.&#8221;<\/p>\n<p>Here\u2019s how it works&#8230;<\/p>\n<p>Each email we send has one of five purposes:<\/p>\n<ul>\n<li><strong>Indoctrinate<\/strong> &#8211; Teach them who you are<\/li>\n<li><strong>Engage<\/strong> &#8211; Get them to buy<\/li>\n<li><strong>Ascend<\/strong> &#8211; Get them to buy more<\/li>\n<li><strong>Segment<\/strong> &#8211; Learn&nbsp;what they want to buy next<\/li>\n<li><strong>Reengage\/Win Back<\/strong> &#8211; Bring them back<\/li>\n<\/ul>\n<p>Each purpose is dependent upon the last &#8212; creating 5 stages of email marketing.<\/p>\n<p>It looks like this&#8230;<\/p>\n<p><a href=\"https:\/\/followupmachine.com\/big-results-small-list\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-37850 size-full\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine-diagram.jpg\" alt=\"Email Machine\" width=\"379\" height=\"824\"><\/a><\/p>\n<p>Your competitors aren&#8217;t using all five stages&#8230;<\/p>\n<p>&#8230; and <strong>this is an expensive&nbsp;mistake<\/strong>.<\/p>\n<p>Once you understand the stages of email marketing &#8212; <strong>you&#8217;ll be able to plug in a couple of autoresponder series<\/strong> (maybe you need to add an Engagement Series or an Ascension Series) and <strong>create a new revenue stream<\/strong>.<\/p>\n<p>Here&#8217;s the thing&#8230;<\/p>\n<p>Your prospect can&#8217;t be ENGAGED&nbsp;until they are INDOCTRINATED. &nbsp;And they can&#8217;t ASCEND until they are engaged. &nbsp;And so on&#8230; make sense?<\/p>\n<p>This is how you maximize profit through email marketing &#8212; <strong>you send email&nbsp;with purpose&nbsp;&#8212; moving customers and prospects from one stage to the next<\/strong>.<\/p>\n<p>Let&#8217;s go through these five stages in turn&#8230;<\/p>\n<h2>Stage 1 &#8211; Indoctrination Emails<\/h2>\n<p>Congratulations! &nbsp;You have a new opt in to your email list.<\/p>\n<p>Now what?<\/p>\n<p>The first step is to teach your new prospect about you and&nbsp;your organization. &nbsp;You need to indoctrinate them.<\/p>\n<ul>\n<li>Who are you?<\/li>\n<li>What do you stand for?<\/li>\n<li>Why are you different?<\/li>\n<li>What should they expect from you?<\/li>\n<li>How often?<\/li>\n<li>What should they do next?<\/li>\n<\/ul>\n<p>Your new prospect will only receive the indoctrination series once.<\/p>\n<p><a href=\"https:\/\/www.dailyworth.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Daily Worth<\/a>&nbsp;has an email list approaching 1 million subscribers.<\/p>\n<p>Here&#8217;s what you receive after opting in&#8230;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-37500\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine193.jpg\" alt=\"Example Indoctrination Email from Daily Worth\" width=\"573\" height=\"426\"><\/p>\n<p>You&#8217;ve been indoctrinated. &nbsp;Every sentence in the above email is designed to teach you what Daily Worth is about.<\/p>\n<p><a href=\"https:\/\/www.trunkclub.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trunk Club<\/a> is a clothing business that assigns men a personal stylist and ships clothing to you based on your personal taste.<\/p>\n<p>The Trunk Club model is&nbsp;a bit hard to understand at first and Trunk Club knows that.<\/p>\n<p>They got me to opt-in to a contest offer and hit me with this indoctrination email that teaches new leads about the business&#8230;<\/p>\n<p><a href=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine161.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-37491\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine161.jpg\" alt=\"Example Indoctrination Email\" width=\"580\" height=\"461\"><\/a><\/p>\n<p>Even the mighty Apple knows they need to explain themselves to new prospects and customers.<\/p>\n<p>When you sign up for Apple&#8217;s iCloud service you&#8217;ll get this&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37498\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine191.jpg\" alt=\"Indoctrination Email from Apple iCloud\" width=\"579\" height=\"770\"><\/p>\n<p>You might find that a single indoctrination email is sufficient&#8230; but more likely it will be more effective sent as a series.<\/p>\n<p>Here&#8217;s the second email in a series from the guys over at <a href=\"https:\/\/fizzle.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fizzle<\/a>&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37549\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine29.jpg\" alt=\"Example Indoctrination Series\" width=\"550\" height=\"323\"><\/p>\n<p>Notice how they ask&nbsp;you to engage with their email by replying back. &nbsp;This is important and we&#8217;ll take more about why in a second.<\/p>\n<p>Once you&#8217;ve indoctrinated your prospect&#8230; you can move them into an Engagement series.<\/p>\n<h2>Stage 2 &#8211; Engagement Emails<\/h2>\n<p>Engagement emails convert prospects into customers.<\/p>\n<p>They make offers.<\/p>\n<p>In this example, HubSpot is attempting to engage me in their partner program. &nbsp;This email was triggered when I downloaded one of their free reports and I indicated that Digital Marketer is an agency&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37541\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine28.jpg\" alt=\"Example Engagement Email from HubSpot\" width=\"575\" height=\"502\"><\/p>\n<p>The cart abandonment series is a staple Engagement email for smart online retailers.<\/p>\n<p>Lowe&#8217;s knows the drill&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37494\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine151.jpg\" alt=\"Example Email Marketing\" width=\"580\" height=\"729\"><\/p>\n<p>Your business can see big gains by simply plugging in an Engagement Series. &nbsp;Check out the first video in <a href=\"https:\/\/followupmachine.com\/case-study\" target=\"_blank\" rel=\"noopener noreferrer\">this training<\/a> series where <a href=\"https:\/\/followupmachine.com\/case-study\" target=\"_blank\" rel=\"noopener noreferrer\">I&#8217;ll walk you through a 7-Day Engagement Series<\/a> you can put to work right now.<\/p>\n<p>Once you&#8217;ve engaged your audience&#8230; it&#8217;s time for an ascension series.<\/p>\n<h2>Stage 3 &#8211; Ascension Emails<\/h2>\n<p>This is where the big money is made so listen&nbsp;up&#8230;<\/p>\n<blockquote><p><em><strong>For every&nbsp;offer&nbsp;you make there is some percentage of buyers that would buy more. &nbsp;<\/strong><\/em><\/p><\/blockquote>\n<p>Every buyer you acquire through an Engagement email series&nbsp;should receive an ascension series.<\/p>\n<p>This ascension offer from <a href=\"https:\/\/www.studiopress.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">StudioPress<\/a> was sent to customers that had previously purchased WordPress themes&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37502\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine21.jpg\" alt=\"Example Engage Email from StudioPress\" width=\"573\" height=\"432\"><\/p>\n<p>The folks over at StudioPress know I buy WordPress themes so why not offer to sell me more.<\/p>\n<p>The entry level offer over at <a href=\"https:\/\/www.marketingprofs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Profs<\/a>&nbsp;gets you access to their free content but they are quick to move me into an Ascension Series to upgrade me to Marketing Profs Pro.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37503\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine22.jpg\" alt=\"Example Engage Email from MarketingProfs\" width=\"570\" height=\"629\"><\/p>\n<p>Notice the use of social proof to convince me to ascend.<\/p>\n<p>The non-profit <a href=\"https:\/\/www.charitywater.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">charity: water<\/a>&nbsp;follows up with contributors to show them the impact their donation is having &#8212; and closes with a call to action to ascend to start their own fundraising campaign&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37483\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine6.jpg\" alt=\"Example Ascension Email 2\" width=\"580\" height=\"733\"><\/p>\n<p>So&#8230; what do you do when customers and prospects say &#8220;NO&#8221; to the Engagement or Ascension series you send them?<\/p>\n<p>Simple&#8230; you change the message until they respond.<\/p>\n<h2>Stage 4 &#8211; Segmentation Emails<\/h2>\n<p>The goal of the Segmentation Series is to get your prospect to raise their hand (open, click or opt in) and show interest in something you sell.<\/p>\n<p>When they do&#8230; they will be placed in the appropriate Engagement Series.<\/p>\n<p>Notice how Joe Polish over at <a href=\"https:\/\/www.joepolish.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pirahna marketing<\/a> uses questions to determine my interest in his Genius Network Event&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37504\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine23.jpg\" alt=\"Example From Joe Polish Email Marketing\" width=\"549\" height=\"472\"><\/p>\n<p>By clicking through (segmenting myself) I then received this follow up email Engagement Series&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37620\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine303.jpg\" alt=\"Engagement Email Following a Segmentation Email\" width=\"575\" height=\"370\"><\/p>\n<p>Here&#8217;s how Marriot is handling segmentation&#8230; clicking on any of the offers below&nbsp;displays interest and segments the list.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-37621 \" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine31.jpg\" alt=\"Segmentation Email From Marriot\" width=\"547\" height=\"597\"><\/p>\n<p>Are you seeing the power of Segmentation and how it feeds prospects back into your Engagement and Ascension series?<\/p>\n<p>Sending&nbsp;a single Segmentation email to your list can set off a chain reaction of sales.<\/p>\n<p>Ok&#8230; now let&#8217;s look at the simplest (and often the most impactful) stage of email marketing&#8230;<\/p>\n<h2>Stage 5 &#8211; Reengagement\/Win Back Emails<\/h2>\n<p>What happens when customers and prospects stop opening and clicking on your email?<\/p>\n<p>If your answer is NOTHING &#8212; you&#8217;re leaving big money on the table.<\/p>\n<p>Setting up a Reengagement and Win Back Series is the lowest of low hanging fruit. &nbsp;It just makes sense to put an autoresponder series in place&nbsp;that reenergizes disengaged subscribers and brings them back into an Engagement and Ascension Series to buy.<\/p>\n<p>But that&#8217;s just half the benefit&#8230;<\/p>\n<p>Leaving disengaged emails on your list does&nbsp;tremendous damage to the deliverability of your email. &nbsp;By reengaging subscribers that have strayed from the pack you&#8217;ll avoid&nbsp;the Spam folder.<\/p>\n<p>Notice how LinkedIn reinforces the value of their LinkedIn Today emails with this Reengagement email and threatens to take it away if no action is taken&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37512\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine27.jpg\" alt=\"Reactivation Email from LinkedIn\" width=\"572\" height=\"620\"><\/p>\n<p>The folks over at HealthCare.gov had their work cut out for them after thousands of people created accounts but couldn&#8217;t complete their registration&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37505\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine24.jpg\" alt=\"Email Marketing example from HealthCare.gov\" width=\"575\" height=\"414\"><\/p>\n<p>At pinkberry, they use a loyalty rewards card to track defecting customers and make a win back offer when customers haven&#8217;t visited in a while&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37482\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine7.jpg\" alt=\"Example Win Back Email\" width=\"580\" height=\"566\"><\/p>\n<p>Netflix makes a win back offer to customers that cancel their subscription&#8230;<\/p>\n<p><a href=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine26.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-37509\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine26.jpg\" alt=\"Win Back Campaign from Netflix\" width=\"575\" height=\"647\"><\/a><\/p>\n<p>How could you use email to reengage and win back customers and prospects?<\/p>\n<h2>How do I get started?<\/h2>\n<p>It starts with understanding that the 5 stages of email marketing exist.<\/p>\n<p>After that, it&#8217;s a matter of determining where you can make the most impact on your business.<\/p>\n<ul>\n<li>Can an&nbsp;indoctrination campaign produce more engaged prospects that are eagerly awaiting your next email?<\/li>\n<li>Should you build an Engagement Series to revive an old product or service?<\/li>\n<li>Could you squeeze more ROI from your customers&nbsp;with&nbsp;an Ascension Series?<\/li>\n<li>Can you make relevant, high-converting offers to your list by sending a Segmentation email?<\/li>\n<li>Would a Reengagement and Win Back Series bring 5, 10 or 15% of your list back to buy?<\/li>\n<\/ul>\n<p>The answer is YES on all accounts.<\/p>\n<p><a href=\"https:\/\/followupmachine.com\/big-results-small-list\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-37850 size-full\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/email-machine-diagram.jpg\" alt=\"Email Machine\" width=\"379\" height=\"824\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagine this&#8230; Each day you wake up, type up an email, press SEND and watch the sales roll in. Could there be anything more satisfying than that? Actually&#8230; yes. &nbsp;It&#8217;s much more satisfying (and lucrative) to&#8230; &#8230; set up a SERIES of emails ONCE and watch sales roll in EVERY DAY on AUTOPILOT. We&#8217;ll&nbsp;send over [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":87006,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[34,76],"tags":[],"class_list":["post-37449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Build an Email Marketing Machine<\/title>\n<meta name=\"description\" content=\"Frustrated with email marketing? Get the ultimate email marketing plan in this case study from Ryan Deiss at Digital Marketer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalmarketer.com\/blog\/email-marketing-machine\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Build an Email Marketing Machine\" \/>\n<meta property=\"og:description\" content=\"Frustrated with email marketing? 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