Curious to know how many emails Liz is sending for Black Friday and why? Here’s the scoop!
https://lizwilcox.thrivecart.com/email-marketing-membership-annual-pass
Transcript
Hey, hey, hey, Liz Wilcox here. You’re listening to episode 52 of the email sound booth. Lucky, lucky me. And today we’re going to talk about, um, my email strategy for Black Friday. Oh my gosh. It’s finally here. So if you’re listening live, it is. Monday, November 25th, and my Black Friday sale has just started.
Uh, to be honest, I am probably packing up to go on a camping trip. Uh, during big launches, I always try to distract myself with a trip or something. Not that I am completely unavailable, because I want to be here for the launch, but I don’t want to just be like sitting in my living room. Like I actually am doing right now Recording this but I don’t want to be like sitting in my living room.
Just you know, refreshing thrive car and convert kit All day long. So I am going camping with my daughter. Anyway, you don’t care about that You care about my Black Friday email Strategy, right? That’s a little bit of my launch strategy to have a trip planned or to be like Really busy in my personal life during launch so that I’m not obsessed with You My business life, uh, but email strategy, uh, so, uh, I actually forgot to count up the amount of emails, uh, but we’ll do that at the end.
I think it’s like 16 or 17 emails over five days. I know that sounds like a lot and you know what it is, but I want to make the maximum amount of money unashamedly. Black Friday is, you know, the largest shopping day of the year, uh, like on the entire planet. This week, I am looking to maximize sales. Uh, I’m also looking to help a lot of people with my offer.
And so, yeah, I am unashamedly ready to help. Promoting so pretty much my strategy is email as much as possible Also when I email, you know, like oh i’ve got an 8 a. m email instead of sending it at 8 a. m I send it at like 807 I want to make sure Um, you know, I’m not bombarding the servers because I know a lot of people are sending emails like, Oh, schedule this for eight.
So if I can schedule it for like 8. 07 or 8. 17 or 4. 11 PM instead of 4. 30, um, you know, hopefully that gets my email sent out faster and hopefully it, you know, when it lands in your inbox, if you had a bunch of people sending you at 8 a. m., if I send it 8. 07, I might be. at the top compared to if I sent at eight o’clock, uh, to your inbox.
Now, when it comes to segmenting the list and who, you know, let’s say I’ve sent 17 emails, we’ll add up the total as we go. Um, you know, you won’t get all 17 emails. I am, I guess you could call it segmenting, but really I’ve put everything into two groups. People who are already in my membership, For nine dollars that I want them to upgrade to the annual pass.
So that’s my black friday offer If you don’t know, it’s an annual pass. It’s an annual option for my membership Where you give me 108 bucks That’s you know nine dollars a month times 12 and I give you access to all my other products, uh for free And so I’ve segmented the list or I’ve put them into two groups, people who are already paying me the 9, people who are already in the membership and need to upgrade and non customers, pretty much everyone else, right?
Of course, if you already have the annual pass, you’re not getting any of these emails, right? So again, the two segments are the two, I’ll call them groups. Group one. Group 1 are non customers on my list, and group 2 are the customers I want to upgrade. Okay, so yeah, let’s call it that. Non customers and customers I want to upgrade.
Group one, non customers. Group two, uh, customers I want to upgrade. Uh, another, uh, strategy or something I wanted to keep in mind as I was writing all these emails is my number one objection to people joining my membership and getting the annual pass is, I’m a special snowflake. Is this going to work for my business?
You know, I’m a, I’m a realtor. I’m a content creator. I’m a YouTuber. Uh, you know, I teach, uh, you know, human design, I’m a copywriter, you know, all these, and I say it with love, but all these special snowflakes, right? And so in my emails, I made sure to write about that a lot, write about a lot of different types of folks that use the annual pass, and I put a lot of testimonials.
Um, you know, in there, in the emails. So whether they’re embedded in the email, like throughout, or a lot of the times I would just put them in the PS, you know, PS want to make sure this works for your industry, boom, boom, boom, boom, lots of testimonials. And if you go to my sales page, which I’ll put in the show notes as well, you’ll see, I’ve added a lot of testimonials.
Uh to the sales page as well. All right, so without further ado, let’s just look at all of these emails So day one I send out three emails So the first email goes to both groups group one and two so customers and non customers right Uh email number two Goes to just the non customers, you know, I don’t want to bombard my members who I want to I want them to upgrade But also I don’t want every one of them to upgrade because I need that nine dollars a month Payment right?
Let’s say I’ve got two thousand You know customers who pay me 9 a month, if everyone upgraded, suddenly I have no monthly recurring revenue. Uh, so I don’t want everyone to upgrade that’s on the 9 plan, but also, um, I don’t want to bombard my customers, right? There are my customers. If they don’t want to upgrade, they don’t want to upgrade.
Right. And so, you know, I don’t want to lose them by sending them 17, 18 emails. in a week if they don’t want to upgrade. Give me one second. I got to take a drink of water. Can you hear that? I don’t know. I’m recording this early in the morning. This is the first time I’m speaking. So I’m noticing my voice is dry and raspy.
Okay. So again, day one, the first email goes out, uh, around eight in the morning. That’s to everyone, customers, non customers. Second email goes out to, uh, Uh, just non customers in the afternoon and then in the evening I am sending a, um, email to just customers who I want to upgrade and it’s, it’s telling, the email itself is asking them or telling them why I want you to upgrade.
But then on day two, those members, um, those customers, they don’t get any emails. So on day two, I’m only sending two emails, um, and those are just two non customers. So I think that’s pretty typical in a launch on day two, uh, to, uh, send one or two emails. I’m sending two because again, it’s Black Friday. I want to maximize, but I’m not going to bother my customers, uh, on day two.
And then the third. Day, I send three emails. So the first email I’m sending out in the morning around 9 a 9 a. m 915 916 and that is to both groups. I’m sending to customers and non customers and then I’ve got one in the afternoon and Um, excuse me, uh, that, uh, I’m sending to people who clicked the sales page, but have not bought yet.
And that’s both customers and non customers. So members who have clicked to upgrade, but didn’t actually purchase the upgrade and also non customers who clicked over to the sales page. So again, the first two emails, um, I’m sorry, the first email, uh, goes out to both groups. The second email just goes out to non customers.
And then, because now I’ve got basically three days of data, um, I’ve got, you know, six or seven emails of data, I can see how many people have clicked over but not purchased. So I’m going to send. A third email on day three to just those people who have not purchased, but have indicated interest. And that’s just going to be a video walkthrough of the past.
Some people don’t buy because they don’t, they can’t visualize your product. And so this is going to be a video of me saying, Hey, here’s what it looks like when you log in. Here’s what’s coming up for you. Alright, so now that we’re on day four. This is when things really start to heat up, right? We are Over the bell curve so to speak so day one I expect a lot of sales day two and three I expect sales to trickle in but it’s not going to be anything like You know day one But on day four and five, this is when things start to pick up again, we’re over the slow hump.
And this is where in my strategy, I’m going to start going, uh, you know, ham Sammy, you know, hard as a, uh, marketer, right? Okay. So day four, I’m sending four emails. I’m sending two different ones at the same time in the morning. So I’m sending email one to non customers and email two. Uh, to the customers I want to upgrade, right?
These are going to be sent out around the same time in the morning, around 8 a. m., 9 a. m., and between those times. Uh, but they’re different emails, right? Because they’re different groups. Uh, then in the afternoon, I’m going to send a second email. Well, really it’s the third email, right? But each group has only gotten one today.
So their second email will be the same one in the afternoon. So I’m sending a third email to both groups in the afternoon. And then the last, uh, email is sent to. non customers. So I’m going to exclude my members, my customers who I want to upgrade. Again, I don’t want to bombard them. I don’t want them to get a million and one emails, right?
So they’re always going to get less than, um, my non customers. Okay. So again, day four, we’ve got two in the morning sent to those two different groups individually. We’ve got another one in the afternoon, and then we’ve got one, uh, at night. That excludes, uh, customers. All right. Day five. Now day five, this is, I’m, I’m ramping and amping up here.
Um, this is where I, uh, I, I set the list on fire, so to speak. Uh, or it might seem that way. I’m sending six emails. Um, and this is, you know, just no holding back. Join my annual pass. You know, or don’t, right? So I send a morning email one, two people who are already customers that I want to upgrade. And then a second one, two people.
Or I’m sorry, the second one to non customers, right? Then around lunch, I’ve got an email that goes out to, um, that goes out to my non customers only. Now this email is going to be funny. If you don’t know, I was on Survivor and I have this epic meltdown hissy fit. There’s no other way to put it, but there’s a funny gif of me screaming, I’m pissed, and I’m putting that gif in there.
Um, side note. A lot of the strategy behind this is also to have fun with these emails. I tried to, you know, be serious when I needed to be serious and make a point. But I’ve tried to have a lot of fun with these emails as well. So again, back to day five. So again, we’ve got that morning email, one to customers, one to non customers.
We’ve got a lunch email going to non customers only. Then we’ve got a sort of mid afternoon email that goes out to everyone, customers and non customers. Then the second to last email is going to go out around 7 8 p. m eastern And that again goes to non customers only Remember, I don’t want to bombard my customers if they don’t want to upgrade But also, you know, I want a lot of people to upgrade so I have sent them quite a bit of emails But remember i’m not sending as many they’re probably getting like 70 percent of the emails.
Anyway, then I’ve got a last email going out three hours before cart close. This is at midnight Eastern. So some people, especially if you’re in Europe, uh, you’re not even going to see this email, but this is for my, you know, Pacific coast of the United States. People, Hey, you’re still awake. Get it, you know, and that’s the last email.
It’s going out to both groups both customers and non customers, so I know that was a lot But that is those are the emails. I’m sending out again. My strategy is just to send as many emails as possible Without totally like I joked about without totally like burning my list and I’m not During a normal launch, I wouldn’t send this many, but it is Black Friday.
So I’ll be launching the annual pass again in March. I will not send. Six emails on the last day, four emails on the, on the fourth day. Um, but it is black Friday. I know my customers and my potential customers are getting a lot of emails. And so the reason why I’m sending, uh, you know, usually 6 emails in a day is just to kind of pop back up at the top of the inbox.
That really is a strategy I’m using. Um, you know, I want people, cause you know, they might have the intent to buy and, Oh yeah, let me, Oh yeah, Liz Wilcox, she sent me that annual pass thing. I’ve been, I was on the wait list. I’ve been wanting to get that. And then maybe their toddler. Calls for them to wipe their butt in the toilet or you know, another email pops up and oh, yeah I was meaning to buy that too Or you know, they got to go to Thanksgiving dinner or you know, there’s so many things So if I can just keep popping up to the top of their inbox You know, that’s gonna be good for me to keep reminding them during this busy email week another Strategy I mentioned, I’m trying to have fun with these emails.
Sure. Some of them are a little more serious, uh, you know, where I kind of get on my motivational soapbox, but the majority of them, uh, I think in one, I’ve got a dinosaur pic with my head on it and I’m talking about AI and if, if I’m not talking about AI, a dinosaur. And so I’ve got a picture of myself, uh, you know, as the dinosaur that Patricia made anyway, having a lot of fun.
Segmenting, uh, cause I don’t want to overwhelm or annoy my 9 a month customers so much that they cancel or just stop opening my emails, uh, and then of course having lots of testimonials because my biggest objective is always. I’m a special snowflake. I don’t think this is gonna work for me. That’s my strategy and i’m sticking to it Ah so excited.
I have no idea Uh, what is going to happen with my annual pass this year? I haven’t launched it in a year But I’m excited to bring these emails to the surface, send them out, and see what happens. If you are also launching a Black Friday offer, best of luck to you. I am rooting for you and your success. If you’re interested in my Black offer, checking it out.
I will put the link in the show notes for you. I can’t wait for you to check it out and join the annual pass. It really is my absolute favorite thing in my business and I’m excited to bring it back after a year of closing it down. All right. Uh, that was episode 52. I’m Liz Wilcox. You’re awesome, and hopefully you’re the next annual pass holder.
Uh, I’ll leave you to the show notes to take care of that, and I’ll see you on the next episode. Ah! I’m trying to end this episode, but I, I did it wrong. Hang on. We’re not editing this. We’re just gonna leave this. Alright. See you in the next episode. And see you inside the annual pass!