EMAIL MASTERY

Email Marketing Services
To Increase Revenue-Per-Subscriber & Grow Your List

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Web Analytics

List Growth

Attract leads & subscribers with higher opt-in rates

User research

Content

Campaign storyboarding, copywriting & design that converts

User testing

Automation

Tagging your subscribers to send trigger-based sequences

Content strategy

Optimisation

Increasing revenue-per-subscriber with testing & optimisation

Your Business + Email = 💙 ?

Email tools are built for EVERYONE. They’re an easy way to send emails en masse, and they’re especially easy to start using.

But as your subscriber list grows, you need to customise your marketing.

Segmentation, tags, automation, merge fields… used effectively, these features save you time and grow profit.

Unfortunately, next-level email marketing is built on data – and managing the flow of data is easy to get wrong. You can tie yourself in knots, lose time and cripple your entire marketing system.

Your email list goes untapped. Like sitting on a goldmine without a pickaxe.

When it comes to managing automation and monetising your list, you need a plan, you need an Email Engine.

Systematise Growth With Your “Email Engine”

Email tools (e.g. MailChimp, etc.) emphasise fancy templates, deliverability and reporting. That’s all great – but it doesn’t help you with what to say, when, to whom and HOW.

The biggest problem most people have is getting the information they need into the right place. Like knowing where subscribers entered your system, what emails they’ve seen, how they’ve engaged, and what they’ve purchased.

With Email Mastery, your data infrastructure is built for you. We’ll turn your email tool from an expense into an asset.

Systematise Growth

Email Engagement

Engagement

IMPROVE engagement (high open rates and click rates)

Email Sales

Sales

INCREASE sales with email on autopilot to generate sales

List Growth

List Growth

GROW your list so overall email revenue always goes up

Man + Machine = BFF’s

Automation makes things manageable. But ONLY when you automate the right things.

Triggers, workflows, exclusions, etc. – they only help when you’re sending persuasive emails to the right people.

That’s why Email Mastery is an end-to-end marketing approach – encompassing everything from storyboarding and copywriting, to managing data and tags, to sending trigger-based emails, reporting and optimisation.

Because your Email Engine is only profitable when it’s supported by good emails. Specifically, story-based emails.

Why “Email Stories”?

Profitable email marketing requires a shift towards email stories.

Most businesses only send promotions to their email list. Conditioning their subscribers to become thick-skinned… until they disengage and unsubscribe.

That’s lazy marketing. A better approach is writing story-based emails (y’know, emails that people actually read). People love stories, we can’t help it.

Every piece of content, and every offer, should be presented in the format of a story. 

Stories connect. Stories persuade. Stories sell.

Story Driven

Stories Not Promotions

[rant] Giving you my email address is NOT the same as giving you permission to bombard me with promotions every single week until the day I die. Help me on my way. Give me stories. [end of rant]

Email Mastery: What You Get

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1. Strategy

Audit of current setup

90-day rolling calendar

Tag infrastructure

Storyboarding

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2. Content

Email copy & design

Content implementation

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3. Tech Infrastructure

Platform selection

CRM integration

Sender infrastructure

Deliverability

Content strategy

4. Launch

Sending & reporting

Analysis, optimisation & A/B testing

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Nope, I’m Not Done! You Also Get…

Landing Page & Opt-In Consultancy

Content frameworks for landing pages & opt-in forms

Lead magnet frameworks (inc. 8-point checklist)

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Hi, I’m Alan Chapman

I work with companies like these to sell their vision online.

Email is a hardcoded PART of the internet.

It’s not a platform like Facebook or Google that runs on top of the internet. There are no corporations between you and your audience.

Email is an asset you build.

With email, YOU decide how to operate: what to write, and to whom. It’s a direct connection to build relationships and sales with your audience.

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FAQ

I’ve worked with a few. Guess what? They all send emails!

Seriously, the tool doesn’t really matter.

I’ll admit that I have a preference for marketing automations platforms. Some tools are built from the ground up as ‘subscriber-centric’ as opposed to ‘list-centric’ Such tools make a it a little easier to do things like tagging and building automated drip sequences with sophisticated rule definitions. Tools like ActiveCampaign or ConvertKit, for example.

But it’s a fallacy that you can’t achieve the same results with ‘list-centric’ tools like MailChimp. You can, and they tend to have better integrations, more email templates and features.

So that’s why I’m agnostic. At the beginning of our engagement, we’ll discuss this, and the cost-benefit analysis of switching platforms IF it makes sense.

If you want me to, yes!

Some businesses like to maintain ownership of their own ‘voice’ and write their own copy. If we work that way, then I’ll create storyboards and content frameworks so you know what to write. I’ll also review your copy and feedback.

The bottom line is that copywriting is crucial. However we collaborate, it needs to be written in a way that connects with your audience.

Me and the voices in my head.

If need be, I work with long-term partners for bits and pieces. Like if I need some fancy API integration, for example.

Ha, good one! You’re kidding, right?

The riches are in the niches. As long as a need exists and your business solves that need, then we’re in business.

You only need a minimal viable audience to support a sustainable business. At the beginning of our engagement, we’ll map out email objectives in the wider picture of your business.

How involved do you want to be? When I ran email marketing for a 7-figure travel client, they were happy for me to take the reins, barely looking at email copy.

For another (smaller) client, we collaborate very closely on the strategy and messaging.

Just remember, I’m a consultant. It’s important we establish a framework at the beginning that works for both of us. The reality is that email marketing CANNOT operate in a silo without knowing what’s going on in the wider business.

I’m from a marketing agency background (9 years). My perspective:

  • The agency model works so long as the left hand is talking to the right hand. It’s easy for inefficiencies to creep in when there are too many cooks in the kitchen.
  • Personally, as an online business, I’d prefer a model where you’re dealing with the expert who’s actually DOING the work.

“Email Mastery” is a “done for you” service to increase revenue-per-subscriber and grow your list.

But if you’re thinking about in-housing email marketing then see my Growth Clarity service (coaching programme to guide your digital marketing activities). With the right level of effort, you’ll level up your email marketing skills. It’s just going to take longer to get the desired results you’re looking for, and more of your time.