Email Marketing Secrets Part 2: The Anatomy of Sales Emails

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THIS WEEK’S LESSON

The Launch Email Sequence That Makes Former Educator Founders Legendary

Two emails ago I talked about the idea of a lightning strike — a concentrated marketing effort that is focused on a single marketing event.

Last week I shared how to write your education emails.

If you missed last week’s issue, here’s the gist:

• One of my latest books is a best seller.

• So I’ve create a digital training on this product.

• And there although I haven’t sent a single sales email, my education emails and affiliate partnerships have created a wait list of over 450 leaders.

These are pre-qualified prospects. By joining a waitlist that is clearly for a product, they’ve said:

“You have permission to sell me this.”

“But Danny, I Don’t Want to Send 10 Sales Emails after I JUST sent 10 Education Emails.”

Well, if you think that you’re stupid and I can’t help you.

Again, the waitlist are people who have already said, “Please sell me this product.”

They want you to sell.

And once they buy, they get removed from the sales sequence with an automation.

So if you’d like to sell more of your product, service, etc., keep reading.

Here’s the 10 Sales Email Sequence I’m Testing Next Week …

On Feb 27, I’ll start sending these emails to everyone on my waitlist (450+). My total list (5,740) will get a few targeted emails (but not all ten).

Email #1: The Announcement Email / Everything That’s Included

• What: Deep dive into the product, service, or experience to your audience.

• Why: The waitlist has been waiting for at least ten days to buy. They’re ready!

Email #2: Bonuses

• What: Add some incentives to buy.

• Why: Overdeliver value and your audience will see this as a steal.

Email #3: Testimonial Email

• What: Share stories of transformation and outcomes you’ve created for clients.

• Why: So the audience thinks: “If it worked for them, it can work for me.”

Email #4: 1-Year from Now

• What: Paint a picture of a better life 1-year into the future.

• Why: People buy transformation, not features. Show them the future they want.

Email #5: Testimonial Deep Dive

• What: Share more testimonials.

• Why: This is more social proof — it worked for them, it will work for you.

Email #6: 2 Archetypes

• What: A classic format from the past that describes a “winner” and “loser.”

• Why: Have the reader choose what path they want to follow. Inaction is a choice and the path of the loser.

Email #7: If Not Now, When?

• What: Address the objection — is now the right time — and encourage readers to take action.

• Why: Like Email #6, inaction is a poor choice. If you want to change your reality, you must act.

Email #8: Biggest Challenges

• What: When your audience signs up for your waitlist, ask why they signed up. Use these reasons as social proof.

• Why: Testimonials work and your readers will have the same problems.

Email #9: The Last Day

• What: Dial up the scarcity. Today is the last day to buy.

• Why: Scarcity motivates. Remember toilet paper during the pandemic?

Email #10 (and 11): Last Chance

• What: Send an email 3 hours and 1 hour before cart close.

• Why: Scarcity.

That’s it.

If you’ve generated enough hype during your educational email sequence, your subscribers should be excited to buy.

We’ll see how this launch goes. March 7 is the cart close for me.

I’m really proud of the product I’ve put together. It’s going to help a bunch of principals.

In the next few weeks, I plan on sharing insights frrom building an affiliate team (that was new for me) and the real results of my launch.

With each launch my goal is simple — treat it like an experiment and learn from each experiment I run, getting a bit better each time.

Want to swipe my 69-page launch email sequence?

In business and marketing there is something called a “swipe” file — basically a vault of resources to speed up your own content creation.

Last week I asked if you wanted my entire education and sales email sequence, plus a custom GPT that would help you write your own education and sale sequence.

I didn’t have time to make the GPT because I’m focused on finishing my launch, but I do want to share my 69-page email launch + videos breaking down the waitlist and sales page.

Interested?