Email Marketing Foundations: How to Build Your Newsletter Flywheel

1. Introduction to Email Marketing : In today's digital age, email is more alive than ever before. And despite all of the advancements on social media, mobile apps and AI technology, email still remains one of the most effective channels to connect with your superfans. Why? Because email is personal, direct, and customizable. Hi, I'm incredibly excited to share my 13 years of experience in marketing and entrepreneurship with you. Including seven years of deep diving into email marketing strategies through workshops with lots of scores or around the world. Why I'm so passionate about this? Because I've seen firsthand the transformational power. Well, plan, email marketing strategy. Not just the numbers, but in building real lasting relationship with your audience. Before we dive in, make sure that you got a Notion account setup will be using it throughout this class to structure our newsletters, as well as developing a calendar and even our documentations to make sure that everything is in order. Our journey will take us through understanding email goals, developing relationship building email strategies, as well as analyzing crucial metrics. Tidying up your email list, and Mastering the Art of audience segmentation. We'll explore the anatomy of effective email newsletters and the powerful benefits of automation. By the end of this class, you'll have a clear understanding of how to segment your subscribers. For a personalised connections, improve your email deliverability, and create exclusive content that builds trust. More importantly, you'll learn how to transform mu existing subscribers into brand ambassadors. Actively generate new leads just for you. How a class project we'll be to create a structured Newsletter Flywheel, and calendar with an added bonus of an email marketing wiki documentation. This hands-on tasks will ensure that you're not just learning theory, but also applying your newly acquired knowledge in a practical and structured way. So are you ready to take your email marketing game to the next level? I'm so excited to have your board. Let's dive into this very exciting journey. And I'll see you in the first lesson. 2. Email Marketing Best Practices: Hello and welcome to our email Marketing Foundations lab. I'm really excited about this because it generally believed that emails are such a powerful presence when it comes to a great social media and even marketing strategy. Yes, you heard it right? Regardless of what we want to bring your own brand awareness, it's important that we can take our audience and bring it back into a private safe space where we can nurture our relationship. Emails can help us do just that in case your new friend. Hello and welcome. My name is fab. I have been in marketing for the last 15 years and I've been a lover of emails and email marketing for the past 13. Yes. I loved him and marketing before it was cool. I told everybody on the power of a and a lot of the time, I just saw people looking at emails as news bulletins, or just a way to let people know what they're up to or away to sell the products. However, the best emails build relationships, and this is what we're going to Build today. And I'm not the only person saying this, I want to add. In fact, David Newman says email has an ability that many channels don't creating valuable personal touches at scale. And I honestly believed that if we go with the whole idea of building know, like and trust we have our audiences. We can find out the emails can help us do just the same. For example, if we're looking at the relationship we have with our current audience, we can break down the different type of emails that were gonna send throughout our journey and their journey with us. So when people don't know us, we want them to get to know us through welcome sequences or series of welcome emails that are introduced we are. And then for people to like us and engage with us, we're going to create weekly or monthly emails and content and Newsletters to start building their report. Finally, we gotta build trust. And this is really where some cells and app tell sequences, which are automated series of emails where we sell them something or offer some of our services are really powerful to one, this one is emails look like in real life. I'm so glad you asked. I mean, you're very proactive. I'm enjoying this. Here are a couple of examples for us. First of all, look a relationship driven emails as an idea of how we actually building some intent and clear action steps for our audience. For new audiences are great thing you're just introducing ourselves. And I loved the fact that frame here just says book your first-class. Pretty simple, pretty easy. If we're looking at past or inactive customers. This can be another type of audience that we are engaging with. And I want Newsletter. And I love the fact that in this example, which might be hard to read. I appreciate, I realized now actually talks about an offer from me to join for a class, as it was my birthday. For a boxing studio. I love boxing, just Fun fact, I wanted to sprinkle in there. And so it was a great way for the boxing studio to reconnect with me and re-engage with me and offered me the chance to join a class for free as my birthday. But also we have within relationship piece, we also have our current customers and current clients. And what we can do with them and sending them powerful emails to actually encourage and engagement or even advocacy. So this is a great example of how me as the customer for heights, I'm encouraged to refer friends and families for a percentage off for themselves and me, and I've got my little cold and he's a great way to really foster that relationship with me as a customer as well. Emails have a lot of power, and I find that we all know transactional or sales driven emails. But really the magic is also in those day-to-day wiki conversations that we can foster with recurring value Content-Driven emails. What does that look like when it comes from our Foundations then? I believe that the best email Marketing Foundations are based on race systems are clear audience breakdown, the definition of our writing format. And I will say that the winning solution for our newsletter. And finally also understanding, I will workflows. And this is what we're going to work on together. The first thing actually that I want us to do, or so to speak, the first tasks that I have for us is actually to start smart by star setting up systems, which as I mentioned before, is one of my favorite things. So what my challenge for us is is to start creating the foundations by setting up an email marketing wiki. Imagining ours and email marketing documentation as like a document where we have all the way need to know about how I want to send them our emails. So what we're going to have here as we're going to document and write down all the different things that aren't related to us. And the beauty of this is that within your project for this lab, you're actually gonna be starting filling your wiki as part of the dashboard that we give you for your email Flywheel. First thing that we want to know that we want to have in our documents. Imagine it has all of everything that you need to know about how you want to send a newsletter. Is that people do on your list? Yeah. So that can be forms, that can be integrations with other apps, that can be APIs, which basically means fancy integrations that are from third party. Write it all down. This is so important and I wish I did this at the beginning. Because what happens otherwise is that we don't know what people are coming from. And it's hard for us then to update or change or even delete some of these sources. So write down all the ways that people are added to your list. They've unclear understanding of what they looked like. On top of that, we also want to make sure that we start segmenting our audience and we'll get into that also in this lab. But I just wanted to explain for us the difference between the two things that I loved to map. First of all, I love to map tags. Imagine this as labels or identifies the way assigned to individual subscribers based on things like behavior, interests, or characteristics. We also have segments which are separate, and these are groups of subscribers. They do share similar characteristics, but mainly meet specific criteria. So if the times I'm more like the labels, the segments are more likely groups. And finally, last but not least, yes, we're gonna go geeky and we're also going to write any type of automation. What are the type of email automations? So sequences that we are not sending manually, that we're sending or RNA. When do we send them? I wanted to try and get specific and actually break it down so it can be welcome sequences or Borden emails for new clients. Maybe it's ourselves sequences. By creating your email Wiki, what You will have, all documentation is a place for you to go and refer to when you want to know exactly what you're doing and also do some auditing or reviewing of your efforts as part of our beautiful project together while you're also going to do is get into your weekend and start to populate it. But writing down ideas for your segments, your tags, and even we're going to go as far as start writing down how people are joining your list. And obviously somebody automations that you want to set up. This is literally the foundation of the Foundation which is leaving almost possible that we have a, the reason why I wanted us to look at this again is just to understand what would be the main outcome is for us to get the clarity pool, to get the next steps for when it comes on email marketing journey. What is the system than there were building so that we can send emails to the right segments in the right targets of people 3. Create Unforgettable Newsletters: You're asking all the great questions I just wanted to say so well done so far because you're a genius, aren't you? Okay. Well, what we Newsletter systems. So when it comes to setting up your email newsletters, I find that the best way to break it down is to look at three things. How to set clear expectations, which usually will come from a landing page. Ways to find a repeatable formats that work for us, which then will be translated into a Newsletter. And finally, have a way to store stackable content. So basically, creating internal systems, clear expectations are the ones that we want to have in our head so that then our landing page can reflect what makes our newsletter unique and the exclusive valid that you will provide. I want you newsletter to provide some value that people wouldn't otherwise find anywhere else. This might be a good time for you to press, pause and write down what will be the unique value that you can provide any newsletter. We'll look at blocks later on, but I want you to think about some things you can add on in the Newsletter and people cannot find anywhere else. This helps us then with the second step, which is the repeatable format. And this is where we think about the value that we want to provide and down we obviously define it and break it down into Newsletter blocks. And by doing that, we create a repeatable structure that is then hard for us to create again and again and again. And finally, my favorite things, I'd internal systems that allow us to source ideas and save ideas quickly and also get clear on the actual value and why we want to share this content, this story, this idea without audience. A great example of one of the most successful emails out there and definitely systems out there is from keyboard growing who's also one of the guessing on my podcast. Why don't we buy I loved the fact that the, going back to obviously the three steps that we talked about, landing pages are clear intent. It helps us learn biopsychology in 3 min a week. I love that we have social proof in this landing page it says join for, I'm sorry, 41,000 smart people who get when we buy in the inboxes, tweak is really clear what we get that is unique. We get the breakdown of one biopsychology principle AND OR case study that goes directly into our inbox. And you cannot find that anywhere else from Caitlin is really unique for the Subscribers. What I love about this landing page, it also has the element of social proof that really helps us corroborating that. By being clear on that, we know exactly how the newsletter is going to look like. It's gonna be a newsletter that has one breakdown of a great case study or idea. And I think this is so important, especially as we're building our newsletter plants to, if we're still struggling to understand how unique value, I want you to think about the impact models. And it's basically how we want our audience to perceive us when it comes to giving a positive impact and providing value with our content, which is what we believe in. And we find that there are four different impact models that we can look at. And obviously we can use for our newsletter, the storyteller. We'll create content and shares engaging ideas. And obviously it's all about sharing their experience and perspective than we have the leader who also motivates and relates in their respect to the leader, has got definitely different type of content that they provide. And they have an element also of guiding and sharing their journey, but also vulnerable lessons. And then when the facilitators, which are all about amplifying other people's voices that are almost the curators of the content, which I will see it forms a different type or newsletter that you will receive. And finally, the expert, this is the teacher. They recommend the breakdown things, but they also provide a unique value and lessons that build trust with them. If you use this for any type of content, that will be amazing. But obviously what I'm trying to say here is that you can use it for your Newsletter with lots of value to. The helpful thing about these type of models is that then they can be replicated by thinking about the repeatable content that you can create in your Newsletter. Wants to decide which one you want to embody. Why there is a storyteller leader, the facilitator, or the Expert. If you want to educate your audience about something, you're most likely going to fall into the LA, area of Expert. And obviously that kind of teacher element. If you want to share story with your audience, then you're most likely to be wanting to step into the storyteller and roll. If you want to motivate your audience and actually inspire them, then we're gonna have two different elements here. And this is where really the leader and the facilitator can come in. Now the facilitator and curator is a harder one. Because what they do is they do a bit of everything I know, right? By actually sharing what they learn from others. So it's a different perspective. But obviously within all of that, you can see how you newsletter can really give some tangible and actionable content and inspiration. Which leads me to look in at a couple of examples. The first one is re, re, is newsletter is a three-minute practical summary of our scientific study with almost 20,000 evidence-based marketers. Want to learn how to use science to grow. What do you think this is? Storyteller, leader, facilitator or Expert? You can press pause if you want, or you can just guess it quickly and then I'll tell you. This newsletter is clearly the Newsletter of an expert and obviously toughly there, but also the experts element here comes from the breakdown of the different studies with a very personal outtake and also the different Apple, the Newsletters has got a specific blocks like recommendations and limitations. This is very much about educating your audience, is very much evidence-based and it has a strong experts angle to it. What about my friend Alex Hall from the steel club? War II? Does it steals content ideas from other amazing creators and share some of the things that he finds online or credited of course, and with reference to the creator and the original story as well. But it also adds, is on opinion. This is very important to remember. What do we think this would be storyteller, leader, facilitator or Expert. You can presuppose if you want. And I also want to show you another example of this very same Newsletter and what it looks like. If you have been thinking fab, you're not fooling me. I know this is a facilitator. Yes, it is. As you can see here, what Alex does, it has quick deaths where he actually said he steals knowledge from all around the Internet. And obviously he shares where it comes from, what it took from it. And he's a great example of a facilitator Newsletter. And some of the most successful ones have the element of facilitation. This is where your internal system is really going to help you collect what you want to share with your audience and insightful resources that they can use for themselves. Remember, if you're a facilitator, always add your own personal opinion intake because this is what's gonna make your Newsletter fresh. What will be then their central structure that we're going to be looking at. If we are trying to build our very own Newsletter. You literally ask the best questions. I don't know what to say. Well, the essential structure is very simple to break down, and we're looking at three different things. First of all, setting expectations than the unique blocks that we can add to our newsletters. And finally, the call to action, this example from Caitlin again. And while we buy, we see that the way that she sets expectations is by actually writing the reading time on the Newsletter and also giving us a summary at the very top of this collection of different resources. It says this weekly bring your best at-a-glance. This is a great way to set expectations and it's a great and easy way to do it for any kind of Newsletter. Another way that we can do here is actually jaw. It reminds us what the Newsletters about. It gives context again, is all about ultimate tool for marketers. But also what I love about this is that if you're not a subscriber, encourages you to subscribe. And it also tells you how many people are subscribed, which is great for social proof. I find it's a really strong way to harness as social proof. And then finally, it goes down and it gives you an idea of what other tools that we're gonna talk about. The second step is unique blocks and we're going to look at them in a second. Before that, I want to just jump into the call to action and give you a couple of examples of those. The main call-to-action that is not just the different blocks, is always at the end of the email. There are a couple of examples of very famous and common one. The first one is obviously referral programs and encouraging people to share with their friends. And I will see there audience. In this case, a referral program allows us to give a freebie and some exclusive access and incentives if people get other people to sign up. However, another very common and obviously very obvious way the weekend, encourage people to take action is by encouraging them to book a call like Brennan Dunn does. Or even we can just encourage people to start to trial, find out more enjoying the membership, whatever that might be. And it's nice to have it as a reference again in the call to action, because a lot of people might actually skip to the end. This is a prime space for us to give them something to do. The very end of your email. And finally, I would say this is a great, this is a great thing that I would do if I were starting out and was trying to figure out my flow. And I want my emails to look like is actually asking people will do think of your Newsletter. And I think this is a great way for you to get lots of data in lots of understanding of how can you make the most of the Newsletter. And also what is the reaction under sentiment from your audience? When people click, they might get tagged or you might get amplification and then you can start seeing how people are reacting based on Newsletter itself. The final thing is obviously what we're going to add in the middle of our newsletter. And depending on who you are, there might be different types of blocks. If you need to compress balls and have a look at this and see which ones may resonate with you. Storytellers have a lot of personal stories, but also product spotlights and talking about their business. Leaders also add things that reflections and potentially even interview. While facilitators are really about resources and tools and even Internet gems, they find a line. And obviously experts are very much down to the lessons, the frameworks in the case studies, which is something that we do personally a lot. This example actually as a great idea of how prompts daily for AI breaks down their newsletter. We have news. We have a main course which is main lesson here, prompt and tools. I love this example because actually what they do, they combine different things by Still embodying the experts element. So a lot of what they actually share is teachable is things that we can apply. But also the one to be having that leadership element by obviously having things like news and even facilitator and curator by adding tools. Don't recommend this for everyone because it can get really messy and overwhelming. But because the topic is so unique, I think it actually works pretty well. So he, you see an example of two different blocks which are the created picks and the prompts that they recommend is a great example, Dover, how you can start building your Newsletter by adding a few different things and playing with them and see the results. Another great example of one of the most famous newsletters out there is obviously James glare is 3-to-1 newsletter is one of the most famous out there and is almost more famous because of its simplicity. The three-to-one is all about sharing three ideas to goals and one question. And potentially in this format, my sounds a bit weird. But after years of refinement is what James Claire's audiences has been resonating with. And this is what it does. A great proof that after experimentation we might find the best format for ourselves. And once we see great responses, which we'll talk about in this lab in later lessons. We're able then to show up even more confidently and do our best when it comes from our emails. What can you do than to take this and put it into practice for yourself? My recommendation will be to identify three blocks for your Newsletter. And what will these three blocks be? Go back to the impact models and see if you feel more like a leader, storyteller, a facilitator, or maybe even an expert. If you feel like you're resonating with different ones, that's also totally okay. What I would love for you to do before we get into our next lesson is to think about how do you want to show up in your Newsletter? And what won't be three types of blocks that could work pretty well for you. If you need any help or support, you can always go back to your project, to the Notion dashpot that we created for you. When you actually have a very handy Newsletter template, you can start to feel. And obviously we'll look at that a bit more in depth when it comes to my project submission. 4. Segment Your Audience: Well done and welcome back. Yes. Your thought about your Newsletter? Yes, you thought about the best formats and blocks and offer. You have lots of ideas all swirling into that gorgeous brain of yours. But now it's important that we also know who we're talking to. Write in all our audience, hopefully. But how can we break it down in the most effective way for ourselves? And obviously in the way that we show up. This is exactly what I wanted to talk about. I wanted to talk about how can we segment and define our audience. Let's go back to the difference between tags and segments. Tags provide a way to categorize and organize our Subscribers. While the segments are this group that meet specific criteria. So if we're looking at using tags to think about it first as an element of personalization. Fans are great if we want to personalize our emails based on Subscribers interests or pass interaction, which basically mean we get more engaging and relevant content to them. Automation to our tags. Sorry, automations can actually be helped with tags because times can trigger automated workflows or Email sequences. So we can actually deliver specific things based on I want audience's behaviors, but also behavior analysis is really important. What does that mean? It means that we can track and analyze Subscribers behavior. And maybe we will start knowing exactly what people want and need and what they are, their goals. Behavioral analysis is one of my favorite things, and it's as simple as asking your audience a question in an email and then tagging them based on their response. Segments are similar, but different. Segments can be used in targeted campaign AB testing or even something called lifecycle marketing. Let me explain what targeted campaigns me. Segments enable you to send highly relevant messages to specific groups of people, as we said. So if you're looking, for example, at targeting a specific campaign for advocacy, then you can actually send it to loyal customers and asking them for a specific referral or maybe exclusive discounts and promotions. And this can be done a lot faster and easier when you have a segment. What I also love is that you can use segments for AB testing. So depending on different segments, you might want to try different things. For example, a different messaging and different subject line, or even a different tone of voice. Knowing how these people are different within your bigger audience. Also, as I mentioned, segments are great when it comes to the cycle of our subscribers. So we go back to their relationship building. So depending on when they are in your funnel and in your journey, whether they are in the know like or trust stage, you might want to send them different emails to better resonate you're content with. Obviously what you're trying to say. What does that look like them? Popular segmentations include things like demographic, location and engagement, which often, but not always, can also be depict. And I can also be extrapolated from the email platform, which means your email platform can also identify things like location and engagement for you. But also we have things like position in your funnel, purchases and interests. These type of segmentation might require some setting up or even manual tagging on your end. This is just to show you that there are plenty of segments we can set up. And obviously your job will be to find out yours. But there are also others that can be easily recognize an even set up by your email platform of choice. If we were to put it into practice and say that you're marketing an investment app and you look into add email marketing to your audience. What will be some segment that would work for you as an email marketing app? You think about which segments would you choose for yourself? As always, you can press, pause and write a couple of ideas down before I show some of the ones that I would use for myself to, if I was a marketer for an investment app, I will probably look at the customer cycle first. That's pretty much what I start with. Anything I do and also some our clients. So things like recurring customers, past customers will stop using our app. People moving from an old Investment Scheme and even people new to investment. This is really important, especially because not only we can segment these people, but we can even tag them based on the new people, like people new to investment and people moving from all the investment schemes based on the level of knowledge, being able to separate our audience, also based on the knowledge and our topic can be really helpful when we're trying to explain to them obviously, who we are in, what we do. There are so many ways that we can start building segments as simple. One, for example, could be just to have it in your landing pages and sign-up forms, which is really helpful because you can do with any email platform. But just having an checking on our drop-down that allows people to choose what's more resonated with them. For example, this is a simple way that you can do this by asking your audience what they're interested in hearing about. And then you mentioned the different things you do. Other things that you can also do, as I said, is use platforms like Mailchimp, allows you to, as you can see here, Choose language or location. And then we'll start obviously getting these people in based on that. As I said, this is not always accurate and not all platforms allow you to do this automatically. So something to bear in mind still, or you can also do. And I think it's really important. It starts segmenting people based on what they by. This really creates a unique experience and also allows you not to send wrong emails to the right people. Which I think it's very important, especially when building trust and relationships. Yes, I'm showing you one more example. And this is once again, a very popular way to segment Your people, which is based on job roles or how they define themselves. You can also do this with goals. I find that if the people that you are reaching are all in the same denomination or job role or industry. Maybe you're looking more at a segmenting people based on their goals by asking a simple question There is related to that. I'm actually going to show you real life case study for that later on in this class. But I just wanted to show you the different ways you can segment your audience based on the different platforms. Just think about it this way. When you're segmenting emails, I find that we don't have to make it too complicated, especially for newsletters. It could be interesting to maybe shift different newsletters based on relevance on the segment. So this is more about obviously topics or interests. Whereas when it comes to sell emails, this is where it's really important that we actually target them based on the customer journey. And this is where segments or tags, I'm not just a nice added bonus, they become a very important step. I really wanted to talk about this because as it were building our email documentation and wiki, we're going to start breaking down or segments and tags. And this is what I want for you. I wanted to get the next step before we jump into our next lesson. I wanted to identify at least three different segments in three different tags for your Newsletter. Now that you know what they are, if you were to choose three for each, what would they be? Segments could be new customers or past customers. Tag could be specific goals, interests, or even behaviors. Press pause if you need to, and then write this down for yourself because we're going to use it for our final project together. After that, we'll be back with one more lesson. And I'm really excited for what's coming ahead, because we have a few more things to talk about, including our results, but also how we creating systems for ourselves 5. Analyse and Implement Your Efforts: It's time for us to analyse and Implement. And this is so important even before we sat off systems. I'm saying this because if you have at least send one Newsletter, you might already be a bit later on game when it comes to fully mapping out how you want to see if things are working. If you've never sent a newsletter in your life, you probably in a better position than most of us will now have to retrospectively do a bit of work. It actually look at what works and what doesn't. But regardless, I find implementing and reviewing Fun and I'm weird, and that is okay. And nobody's judging where a judgment free zone here. So let's get started. Perfect, but simple email cycle really starts with things like choosing are often you're going to send your email. And I used to talk about this a lot in my live workshops as well. And now I will just say ideally once a week, if you struggle once a month or once every fortnight, see what works for you. But creating a consistent flow is best. What I want to really talk about all the other steps which are sometimes overlooked. Optimizing your content and measuring your results is so important. And then you also want to do a bit of a cleaner, which we're actually going to cover in the foundation today. This is usually a bit more of an unbalanced where the intermediate topic, but this is what I wish I knew when I started. And this is why I want to talk about it in our Foundations. First and foremost, I need to talk about the importance of keeping track of progress in your dashboard as part of your project. You also get a very simple and powerful way for you to track your graph. We're looking at open rate, click-through rate subscriber growth and also total subscribers as options. And I want to talk about these just to explain how can we learn what happens with the numbers based on what's going right or wrong in our emails. Before I jump on that, the reason why I love to look at Subscribers growth versus total subscribers and not just one or the other, is because Subscribers might grow. But also we might lose a lot of people the answers grabbing the process. And this is really showing the quality of our subscribers. Which means if you have a high subscriber growth, but also Utah subscribers are not growing, means that you probably sending the wrong emails that are prompting a lot of people to unsubscribe it really quickly, just something to bear in mind. Let's look now and measuring our results. The other things that we're looking at obviously are open rates and click-through rate as well as subscribers. And I want to talk about open rates and click-through rate because they are linked to very simple elements. Our email. Can you guess which elements are our email impacts our open rate? If you said headline, you were right. If you're going to say headline, that's the right one. Headline is the subject line is what you see in your email is the first thing that you see in the old days would have a lot of conversations about headlines and what's important to write in the best type of headlines. These days, things have shifted. If you can build the right trust, if you can create the right welcome email series, which we'll talk about in one of these lessons. Then it doesn't matter that your headline is perfect. When I was saying, is there your headline is something that you want to refine and improve and even better. Always lead with curiosity with your headlines. Don't tell me everything, but give me just about enough for me to be interested in opening it. And as much as you can try and test your headlines. Use a tool like convert kit, which is what we use. It allows you to send two different versions of a headline. And then the one that wins will be sent to everybody else. But if open rate is low, there are couple of things you can do, including cleaning your list, which we'll talk about. But also, it's really important that you start working on your headlines. Click-through rate is also very important. Why? Try and guess. What does it tell us? Yes. If you're thinking it, tell us how many people click on our emails, you right? But also it tells us what type of content our audience loves. And I always love to get through and at least once a month or once every three months to really look at different emails and what type of content about audience is clicking on. You will be surprised. What we discovered is that most people in our newsletters were actually clicking on the links at the bottom while our email, yes, our social media offers our services rather than clicking on the other things that we added the email itself. When he showed is that people were actually primed and ready to take the next step. Or they just were not exactly sure of who we were actually mentored that we had to do a bit more relationship building with them to last but not least, let's look at our Subscribers. I generally believe the subscriber growth is something that can happen in a lot of ways. By also wanted to become something that is a bit more specific when it comes to an intermediate to advanced topic that we can talk about to look at the way the subscriber growth has changed and the different techniques they constantly evolve over time. But something that is our green that I mentioned already actually is that our Subscribers will grow. Yes, if we're getting new people in, but also if we have segmented and tagged our people properly so that we only send them the email they want to receive. Why? Because we're not going to get as many unsubscribes Which means my suggestion to you is to tag segment, customize, make sure that you personalised your emails so that your people will only receive what they really want to receive from you. As a breakdown, this is what I would do every 90 days. I will always check the behavior. We talked about. Why people clicking on, but also what type of replies and you're getting from your emails more on this in a second. We'll also review your growth. What are your metrics telling you? What is the one thing that you can change and try to see if you can make a difference. And that goes back to the final point, which is then try something new. If you know what change you want to make. Try and actually change something in your Newsletter. Even better if you want to try something new, do some AB testing. This is where you can use segments again, to use a slightly different newsletter to one side of your audience versus the other one and see what is the different interoception of your audience? Do I mentioned replies and you might have been confused about what I mean when it comes to what types of replies that you're getting. This is a very simple but powerful tactic that you can use when you actually are looking to get, understand what your audience wants, but also come up with more ideas for your Newsletter. This is something that Alex loud, which we already seen with the steel club, Brennan Dunn and even Sahel bloom of the chronicles, the crazy chronicles. Do they use email responses from their welcome emails? And they use them as ideas generators for the future. I absolutely loved this and I think is a such a powerful and simple way to get great market research from our audience. Not only that, as we're going to talk about welcome emails, There's also helps with deliverability, which means people getting our emails the right open rates and ask know, going into spam. So it has literally so many benefits by getting people to reply to your emails. What I loved the Alex does is that it asks, Who are you while you're working on and what's the biggest challenge that you're currently facing? This is all great because it gives us ideas on what are the audience's needs, but also what are some of the products that we can create or even the topics that we can explore in our future emails. And if you can collect these ideas in a spreadsheet, extra brownie points. Why? Because you're starting to collect lots of ideas that you can talk about in the future. Obviously, what I also mentioned for us is important up keeping our list plane. What does that mean? It means making sure that as many subscribers as possible, our opening our emails and, or getting them into our inbox. This is a great example of complicated. They actually rank your subscribers, are our subscribers based on how good is their health. So when they're opening the emails, whether they're receiving them. And so many platforms now can track this and really give us an idea of how many cold or unengaged subscribers we have. Because subscribers or simply unengaged subscribers, they haven't opened or interacted with your emails for 90 days or more. And the beauty is that most platforms actually can detect that for you. How can you take this knowledge that you have from Course subscribers and use it to your advantage. I'm going to ask you right now to listen to me and actually trust me on this. I want you every 90 days in order to improve it deliverability, to be open to delete Subscribers. Yes, I know why because quantity over quality is not always the best thing. Quality, a great quality. Subscribers means more people are opening your emails, means more people are receiving your emails and you're less likely to go into spam. Why? Because all the email platforms out there like Gmail, Hotmail, yahoo, whoever still has a Yahoo email, let me know. These are really important because they actually will rank like a traffic light system. The different emails that we receive based on the different domains. The ranking is like red, green, and yellow. These are the colors of the traffic lights that I should not have. Why is this important? Because the more people open our emails, the more they engage with them, the more likely to be on the green side of the traffic light. And a lot of emails, either are all emails or the temporary emails, or they start bouncing. Which means a lot of people in our email list are unengaged and cold. One I like to do for this is a very simple three-step process that you can start doing today. And if you haven't done it before, then I will suggest for you to listen to this and then press pause and literally do it right now into your email list. First of all, tracking identifier called Subscribers. Know who they are. Most likely on platforms like Kongregate and Mailchimp. You will be able to see this segment by clicking on the type of subscribers. It will show you. Alice says cooled or unengaged subscribers. Than the second step for you is to re-engage. Want to will allow me to do is send this segment as specific re-engagement email with a simple text that says, Hey has been awhile. If you're interested in receiving this e-mail, please click on this link or access this freebie or give them an incentive. The most important thing that people need to do here is actually opening the email. Which means I will always suggest to send this e-mail only to the segment, of course, Subscribers, which means unengaged. Make sure that the headline is enticing enough. After a week, your platform of choice will have captured whether these people have opened the e-mail or not. If this people haven't opened or engage with the email, there will stay in this list, of course, Subscribers if they have, than there will be removed from this list. Which means you can then decide whether it's time to clean up everybody that is still in the cold subscriber group is going. This is a very simple, powerful example. The difference that it can make when it comes to deliverability. There are other things that you can do. I don't want to give you one more example that you can simply do that is not just cleaning your list when it comes to improving deliverability. I love what Justin Moore did here is shared on Twitter, I think is really powerful, is a simple change. I don't know if you can see what the simple change is in this welcome e-mail that it did to improve his deliverability. Let me know if you can see here, you can even press pause and have a little look. If not, I will tell you. If you look at the bolded text, what it does any change that now we asked people to reply with an emoji or a short sentence in the very first message. But it did it make sure that it was different and he tried different ways as well. But what he found there was better is to create a very simple way for them to respond. And guess what? This is so important for deliverability because it shows the females and males of the world that your emails can be trusted. And it worked. In fact, a lot of people responded to that. Welcome with the simple words, I'm ready. This is a real example of all the emails that it has received as a response from this simple welcome email. My question to you now would be, what will be the one question that you can ask your audience for the first email to get them to hit reply and interact. Would you use an example like this where you're actually gonna do adjust for deliverability and to get people to get used to respond to you? Or would you actually ask a question that will give you some data and Intel on the content that you can create in the future. The choice is honestly yours. But it's very important that you think about this because this can be critical to get more people to see your emails. You know what's also really important when it comes to emails and deliverability. Setting up the rice systems and workflows, which is what we're going to talk about in our final lesson together 6. Your Newsletter Flywheel: Before we look at our project and what you're going to build in order for you to get more confident and clear on your email journey. I want to talk about your Newsletter Flywheel. I've seen this conversation about business. Flywheel is going about everywhere for the last couple of months or towel recording, which can and tells me that the concept of Flywheel is becoming a lot more popular when it comes to how we show up in how we create systems for ourselves. Think about the Flywheel has something that you obviously start building upon. And then the more that you do it, the more that it repeats itself and it helps you growing without having to do more work. This is what I want for you. A simple Flywheel always starts with systems, but also includes different flows that can help us grow. Let's look at a floor fast because this is where we get excited. And very simple email flow that I would have if I wanted to build a repeatable way to get more people into my journey and convert them from the know both of my relationship, that beginning of my relationship, all the way to their engagement with like and finally, building trust. We'll be looking like this. First of all, we're going to encourage people to sign up for our Lima list. And then obviously we're going to the liver are welcome sequence from there was going to start sending are occurring newsletter every month or every two weeks or even every week. And finally, we're going out when the time is right, start looking at offering specific upsells or even offers. This is obviously not a foundation element. This is a bit more advanced and even can be intermediate to advanced. But it's something that I wanted to mention. When it comes to the foundation and generally believed that a foundational part of this flow is not just a Newsletter which we talked about, is also the welcome sequence. Which means I wanted to give you a simple yet effective welcome series that you can build for yourself and work on as The beautiful final little bowl when it comes to the way that you want to show out what your emails. This is the simplest welcome sequence ever. There's plenty that we can do. I always like to break down my welcome Email sequences into three. I would run and I'll have one because I think there's a lot of information that I want to give. And so broken into three to me makes a lot more sense. So always start with three things. First of all, expectations and segmenting is the first thing that I love to do. And I'll show you an example of how Justin more than we also use in our previous lesson does. But I really like to remind people what they're gonna get when they're going to get the next email. What do Email are gonna be about are often they're gonna get them. Then I'm going to the next step, which is actually building a backstory and giving some context. I think this is also very important when it comes to setting the expectations for our emails. And finally, last but not least, obviously we get into the next step and potentially even having a flash offer. I think at this point is a good time for you to maybe do a small little offer or even a discounted time element that you can tap into to get people interested in potentially even convert them. I want to be 100% honest. These flash offers don't always work, especially for a very short email sequence. I've seen this working really well for our eight to ten emails welcome series. But I find that if it's more than often is an introductory offer, they can build that trust and start converting people. It can be worth trying. What is very much of a locked door is the first step, which is the expectations and segmenting. And Justin Morgan shows how he does it. And I want to preemptively say before we break this simple case study is a very involved process. We're going to look at doing something simple right now. More EDA, which I loved them, is that when somebody new signs off for his newsletter, it has an email that says Welcome. And then on top of that, what he has is also a very simple form, or I would say survey with one question that helps us segmenting our Audience. Whenever you sign up being at the time Q and then you get immediately redirected to segmentation survey. And this is such an important step, is something that we cannot always do or it can be a bit industrials and complex for us to do. He uses a talk or write message. You could do a more manually with things like type form. All it does is basically ask you to tell how you can best serve each person individually from your audience. Why this is powerful is that people don't have to re-enter the email is already hooked up and it will automatically time these people in their email provider. So whether using convert kit or Mailchimp, it will do it for you. However, as I said, not everybody can do that. So another way to work around this, if you don't want to use tools like right message at the moment, you can also do it in the welcome e-mail itself. This is why You can ask people what is your main goal for this year? And they can click on that specific option. You can tag them that way. Once people are tab, this is where Justin goes a bit of an arch. Instead of sending a simple sequence for everybody. Actually, I think this is what we're going to the intermediate level, but I wanted to mention it. What it does is that depending on their goal from the previous step, it will send similar welcome series are all slightly different title to their goals. This is where tagging and segmentation is king and queen. You choose which one is which. And this is why to me they're so important. And there's something that we need to know when it comes to the foundations are emails. You don't have to do this who feels overwhelming right now. But it's just an understanding that if you sat to the right segments and tax from the beginning, and then you want to personalize more your emails and break down different types of sequences depending on with this new person that comes your way, is so much easier to do when you have set up the right systems. Please, please, please, please don't skip our project. Make sure that you feel your Wiki so that then you can build everything else when it comes to the Your Newsletter Flywheel. And now we're getting into the Newsletter Flywheel itself, which looks a bit like this. You Flywheel will include things like a promotion calendar that you update. A way for you to have a collection of all the stories and inspiration that you find a line than a way for you to sort them. And finally, the newsletter scheduling element systems can look very different. This is an example of our newsletter system, whereas the all the updates and everything that is included and includes things like cross-promotion and includes things like spotlights for partners. And this is something that we set up for a client. So that's one example. Other examples include your Flywheel. Your Flywheel has a couple of elements that I wanted to reiterate on. You're going to see this in your projects, but I just wanted to remind you of what they are before we see them. First of all, there's something called an idea bank. And I use this type of banks or learning notes everywhere in the business. And our students and our clients, I talk through all of them all the time about this. However, you want to have it having something like an idea bank or story bank that can be so powerful. And this is where you come up with content ideas that you put into a place for you to use later in the context of the Newsletter, what it looks like in your project. It looks like a specific story where we identify why it's relevant to your Newsletter. What will people get out of it? And then you can also, I like to ranking based on my excitement levels, whether it's high, medium, or low. And obviously then I can use them when the time comes. On top of that, I also like to have resources unless you decide not to have any recommended resources in your Newsletter as one of your blocks. And I know we talked about this in our first lesson. I like to add this also has an option I can save directly from the web into Notion with a Notion Web Clipper, anything that I want to use, which I think it's so powerful. And I absolutely love to be able to do this. Which means if you want to then add some tools or resources online, I love the fact that I can just save them all into this specific database. And then that will show up straight into my Flywheel. This is what You project actually, it looks like what we're gonna do now that we have all of this knowledge. And I hope you started to think about what would you love to do and how you would build all of this for yourself. We can now take a step back and start building our Flywheel. The Flywheel will include obviously our wiki, which is the main thing we want to build them are documentation. But also I want to show you around then how you can take this weekend, put it into practice. Which means I hope you are ready because it's gonna be really exciting for us to go into how to work on your project and what that's going to look like. 7. Create and Submit your Flywheel: It's time for you to look at your own Newsletter Flywheel and start building the blocks and adding all the things you would want to add, especially when it comes to your weekend documentation, which we looked at in our first lesson. This is one of the Flywheel looks like these are all the different moving parts that we have. A lot of. This includes also checklists and waste for us to review our efforts. Because as you know, by now, hopefully that's one of my favorite things to do. Why don't we love you to do is taking the time to go through this in your own time, make it yours, and then make sure you add what you're ready, not in your Wiki. Here you can see a couple of things. First of all, women onboarding checklist, which reminds you what You should be doing and we're going to look at it right now. We also have things like a weekly checklist, which includes a couple of things that you can do to promote and pushing newsletter, as well as some Newsletter platforms that I love. And I just want to talk about a couple of these quick links. First of all, we have our promotion calendar, which is where you can add anything in a timeline, which this is what it looks like of different promotions that you have coming up. So you can see it very quickly. As well as that we have our newsletter Resources, which is what You Will Save using Notion web clippers. If you haven't used a Notion where paper before, you can find more information here as well as in this video. Finally, there's your idea bank. You idea bank is we're going to put your personal stories or ideas that you want to share in your Newsletter. And he's almost like the main theme or topic of the different editions. That's what I like to call them anyway of the newsletter to double that. This is where you can find all of your additions and I'm going to show you at the end how this looks like. So when you want to create a new Newsletter, you know what to do. But also we have two more things together. In our lessons, we looked at the wiki, which I mentioned to you, which is basically what we need to know about our segments. What are our tags, our forms and automations. But also we talked about the newsletter format. This is where we can go back to that first lesson where I talked about the Wiki and want to talk about the formats. You can even re-watch it if you need to and step-by-step, add your ideas. Based on what I showed you. I showed a call to action. I showed you this expectations. We looked at different Newsletter blocks. So go back in there and then you can start filling this for yourself. And I'm really excited to see what is your unique format. The other things that I wanted to do is I mentioned is going to all wiki. And let's build this bad boy up. There are four different things here. We have what? Our segment, and I already gave you some options for the segments. And if it helps, you can even write more ideas and obviously more concept around them as well. So just to remind you exactly who they are and why they're there. And they're also things like associated tags that you can add to the specific segments. So that if a segment is related to a tag, you can quickly now, as you see when you do that, they will link automatically between the two different databases. These times, for example, are based on goals, but you can have your own, you can change them and they could be some other things like interests and anything else. If, for example, you have these tags showing in a specific form, this is where the trigger lives. So whichever places these tags are added like a form with a multiple option choice. You want to make sure that you can link it in here. The, you know that whenever people sign up for this form, they're also going to be tagged or asked to fill this tag. And this is where again, we go back into the element of auditing, which I mentioned is happening throughout. There's two things I want to look at. Every 90 days, we wanna make sure that we audit. Obviously all our tags and our segment and 100% recommend. Once you've filled all of this, you can then go back to this auditing, look at it and do a step-by-step, but also forms an automation. Yes, we're gonna do it of auditing, but first, we need to fill it. I wanted to write down all the different forms, the different landing pages, the different rules or API's, basically everything that gets people to join your list. I want you to write it down. We then this one we're going to have again, is not only obviously things like tags, but also the type of integration. Also we're going to have things like active, not triggered on these revision. If there is an old form or landing page, do you want to delete or maybe you want to change. It's important that you can keep track of that is that you can quickly look at anything that needs to be revised at any different point. As well as that obviously we also have a link back to any automations there might be triggered by specific form. You can add as many as you want. I think this is so important. Once again, even with this, you can obviously, right, if there's any revision needed, you can write if there's any segments that is linked to these. And you can even write, what is the main goal of this automation? For example, if you're welcome you and your subscriber MIB for you to obviously build some nurturing and up-selling as well. And because we like auditing, because we didn't notice as well as this as you can see, you can also then access another element of auditing that I have in here with lots of questions for you to think about when it comes to forums and landing pages. Finally, within the space, you also are able to see quickly which forms and automation needs revision from you at any given time, which I think is so incredibly useful. Last but not least, we have two more things here. We have your Newsletter Flywheel, which is basically how you can quickly create a new Newsletter. Only have to do is click on New and then it will create a new Newsletter addition right into your list and it's going to go into your to-dos. If you click on it, you will be able to see the different templates. This is the template that you will be able to Access. You will have the headline, the preview texts, and then you have a couple more things for you to add. He'll be able to see everything that you have to promote right now for your Newsletter. You know what You want to focus on. You also can see all the resources that are there. You are having a use or you want to use again. And also you have a quick publishing checklists for you to also help you out put things into practice. The other thing here is that you can even mark different topics so you want to focus on when it comes to your Newsletter. And finally, you can even link it to a specific storyboard or idea that you have so that you know which one is gonna be the main theme or story running across the specific Newsletter itself. This is a way to simplify the process and really combine everything together. And I like each newsletter to have a story or our main idea, the rounds for the more you collect these as things happen to you and things happened in your life, the better it is. Last but not least, as part of this project, this is going to be more ongoing. You also have a way for you to track your growth. We talked about it in our lessons is important that you do it. And I want to make sure that you can add this for yourself. So yes, there is a tiny bit of work for you to do, but hopefully is something that is targeted for you to get you excited to fully understand who you're talking to, what the people that you want to reach, How do you want to reach them, and what type of content and Newsletter you want to build. Take your time to go through this and fill this Flywheel for yourself. I'm so excited for you to create this and stars and the incredible emails to connect with your audience has hearts. Good luck.