Andre Chaperon – The Art of Email Course

Andre Chaperon – The Art of Email Course

The Art of Email Course Outline

1. Module 1 (Foreword, Introduction, Strategic Upstream Decisions, Strategy + 10,000′ View, How to Think About Writing, and the Nine Dot Puzzle)
2. Module 2: Principles of Serialized Narratives
3. Module 3: Soap Opera Series
4. Module 4: Relationship Building Series
5. Module 5: Value Newsletter
6. Module 6: Bridge Emails
7. Module 7: Story-Powered Promotions
8. Module 8: Product Launch Series
9. Module 9: Customer Onboarding Series
10. Module 10: Putting It All Together
11. Module 11: Advanced Ideas

Here’s the problem with conventional wisdom (and this is the secret we mentioned before) — it’s a house of cards that’s built on a lie. If you believe that you have to act fast or people won’t buy, the churn and burn email marketing philosophy makes perfect sense. But here’s the thing — most people who buy eventually WON’T buy quickly.

Legendary marketer Dean Jackson has analyzed his customers’ extensive data and found that only 15% of people who buy within two years make a purchase in the first 90 days.

Everyone else — 85% of people who buy — don’t make a purchase until AFTER 90 days.

That means there’s FOUR TIMES THE OPPORTUNITY waiting for you after three months — if, and only IF, you don’t screw it up.

Let that sink in for a moment … it’s (very, very, very) important. If you’re starting to feel a dull ache in the back of your brain (or the pit of your stomach), we get it. Once you see reality, it’s hard not to be affected by it. The problem we’ve been told we need to solve isn’t really the problem. That, by itself, is hard to handle.

But wait, there’s more…The bigger issue is that the choices we’re making based on what we think the problem is actually make the situation worse!

Let’s unpack this idea and see where it leads…We think the problem we’re trying to solve with email marketing is that we have to act fast or we’ll lose an opportunity to get a customer. If we believe that, we do our best to grab our audience’s attention as quickly as possible, we do what it takes to get a sale as fast as possible, and we pull out every trick in the book to maximize short-term customer value.

Then we run those customers through a never-ending series of offers until they stop paying attention actively (unsubscribes, refunds) or passively (ignoring our emails).

However, the problem we’re trying to solve in this scenario isn’t the real issue. The overwhelming majority of our customers won’t buy from us in the first 90 days no matter what we do. And, here’s the worst part — all of the things we’re doing to solve the imaginary problem make people LESS likely to buy from us in the future!

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