b u i ld i n g g u i de u l tim a te e mail · 2020. 12. 23. · you r of f er sh ou l d b e so g...

Ultimate EmailBuilding Guide

© 2021 The Pigeon Letters

GROW AND RETAIN A

LOYAL READERSHIP

Your Unique OfferingsLet’s figure out what your emails should be all about.

Ask yourself the following questions:

WHAT DO I OFFER?(fine art, courses, ebooks, handmade items, etc.)

WHAT IS MY END GOAL IN BUILDING MY EMAIL LIST?What are you hoping to gain as an end result when someone joins your list?

thepigeonletters.com© 2021 THE PIGEON LETTERS

ULTIMATE EMAIL BUILDING GUIDE

SO WHAT'S A LEAD MAGNET?

Lead MagnetsThe most important part, other than nurturing your list, is how to actually get people tosign up in the first place. This is where you need to have high converting lead magnets!



BOOM. When you go to thepigeonletters.com, the very first thing you’ll see is a giantOFFER. It’s flashy but not annoying. It’s not salesy. More importantly, it tells you exactlywhat to expect.

Let me show you exactly how I broke this down on my own example.

First of all, my offer is clear. I’m offering something for free. If you can figure somethingout to provide for a lead magnet that is free, this is how you’ll hook the most people. Ioffer an abundance of resources so I chose to make my offer broad.

Your offer should be so good that it’s something you would otherwise sell. You see, ifyour lead magnet is content that you produce regularly, it’s essentially providing ateaser for your audience. It’s not a throwaway piece of content. It’s something valuablethat gives people a taste of what you offer. And don’t you want them to know that whatyou offer is quality stuff?

The second call out that an image that provides a visual of what people will receive.Providing a photo helps people visualize the item in their space. It takes the guessworkout of what they’ll be receiving so they don’t hesitate to opt in.

Lead Magnets

The more specific you can get with your offer, though, the better. Here’s an example ofdifferent creative careers and what they might offer:



Lastly, I have included an embedded opt-in form rather than just a button to leadpeople to a page to sign up. A lot of web builders make built in forms a bit funky onyour website, so rather than fiddle with that or direct people somewhere else, I placedmy opt in form right underneath my loud graphic and it works just fine. The idea is thatthey don’t have to click around your site to subscribe. It’s right there, ready for peopleto insert their info and continue about their browsing.

Lead Magnets

The third call out that is the mostobvious is that I’ve put a Godzilla-sizedphoto of myself in my lead magnet. Isthis because I’m a narcissist? No. It’sbecause it personalizes my offer.Depending on your brand, it’s helpfulto include a photo of yourself aroundyour website as much as you can. Itbreaks down walls and allows peoplein. They can better relate to you andlearn to know you and, in turn, trustyou and invest in you as a personalbrand.



How will this offer help me oradd value to my life?

Does this offer solve aproblem?

Why would I want or needthis?

Does this offer evokeemotion of any kind?

Lead Magnets



Before building your lead magnet, keep your end goal in mind. As yourself thefollowing questions when building lead magnets. Take notes if it helps!

Increase Open Rates


There isn’t necessarily a “one method works best” way to approach your audience,since they are unique to you and subscribe to your content for a very specific reason.That said, you have the opportunity to experiment with different approaches and Irecommend trying all of them. Truly, all of them. And pay attention to theirperformance!

Here are some tricks:

There are also questions to ask yourself as if you were the recipient of the emailthat will help you sort out your thoughts on what to send, such as..

SUBJECT LINE CHEAT SHEET

DOWNLOAD HERE


Short email subjects - They are easier to digest

Avoid all caps - They look salesy and desperate

Avoid using too many exclamation points!!!!!!!!!

Avoid spam filter words - like "free," "freebie," and "giveaway"

Prompt action - When we see action words, we’re more urged to do the thing.

WHAT WOULD I DO IF IRECEIVED THIS EMAIL?

WOULD I CARE ABOUTTHIS OFFERING?

DOES THIS ADD TO THEUNWANTED OVERFLOW OFEVERY DAY EMAILS?

WOULD OPENING THISEMAIL ADD VALUE TO THEDAY?

https://bit.ly/winningsubjectlines

Email Funnels



The email funnel is a tried and true formula that has been tweaked and built upon overtime, particularly from experts in campaign monitoring and email marketing providers.I’ve made a few tweaks because I know from experience that some methods are outdatedand we as humans crave relatability and connection and I want to provide you with anoutline that will do exactly that.

Use an additional piece of paper if you need to!

Nurture Sequence



How many emails will you send out? What will they include?

Use this space to brainstorm what to include in your nurture sequence.

Use an additional piece of paper if you need to!

Think about specific examples you can incorporate some of the following:

• Exclusive offers only for your subscribers • Early access • Free resources • Behind the scenes / raw & personal • Actionable items

CATEGORY 1 CATEGORY 2 CATEGORY 3



HOW CAN I MONETIZE MY EMAILS (without being salesy)?

There are sooo many email providers and it can be difficult to figure out which to gowith.

I first want to mention that the larger your email list grows, the higher price you pay.

For that reason, I’m super excited to dive into Flodesk with you guys. At the time thatI’m providing this info, the platform is still in beta so they have yet to roll out a lot offeatures that they’re working on, but the mind blowing thing I must share is this: Nomatter how many subscribers you have on your email list, you can get Flodesk for$19/month. I’ll repeat that. 2000 subscribers... $19/mo, 20,000 subscribers… $19/mo,200,000 subscribers... $19/mo. And no. It’s not a trial price.

It’s $38/month unless you use an affiliate’s code, which then makes it $19/monthFOREVER. So if a handful of you use the link that I’m shamelessly sharing here, flodesk.com/c/THEPIGEONLETTERS yep, I’ll receive $19 for each signup, BUT you getFlodesk for FREE for a month with no commitments and if you continue, it’ll be$19/month FOREVER no matter how many subscribers you have.

My favorite email provider



http://flodesk.com/c/THEPIGEONLETTERS



b u i ld i n g g u i de u l tim a te e mail · 2020. 12. 23. · you r of f er sh ou l d b e so g...

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