But what type of emails should my WordPress business send? Part 3

***Side note: This blog post started off as a regular old post, but eventually turned into a behemoth of a guide so I’ve split it into 3 parts.  This is the 3rd part and you can read part 1 here and part 2 here.***

You can read part 2 here, where we go over the basic process for sending emails to new subscribers, the different types of emails for leads, subscribers and customers and how to build authority and trust with subscribers so they want to buy from you.

This week we’re going to cover:

  • How to build desire with your leads
  • How to sell AGAIN to your customers on auto pilot
  • What to do with people who don’t buy or click on a sales page
  • The types of email to send to leads/potential customers and customers

Desire emails

A few things you need to know about desire emails.

  1. Desire emails are essentially sales emails or sales letters
  2. They’re designed to get people to click through to a sales page/landing page
  3. You can send multiple sales emails for multiple products
  4. We’ll start by sending sales emails for the product related to the authority series.

So, your authority series ended with a segmentation email designed to gauge the readers interest in a certain product or subject.  One of three things has happened.

Either the subscriber hasn’t clicked.  They’re not interested in the email (or subject line or you).  Or, the subscriber has clicked (showing interest) and they’ve seen your sales page.

On the sales page, they’ve either bought, or they haven’t.

The last two shows that you have people that are interested.  Here’s what you need to do with those options.


Save this and print it out – because it’s a marketing automation funnel

If they haven’t clicked…

If they haven’t clicked, you don’t send them desire emails just yet.  What you need to send is more segmentation emails.  Mixed in with newsletter emails and regular content updates, send them segmentation emails.

Send them emails on different subjects, different results, different actions and with different messages.  Talk about SEO, social media, blogging, lead generation, email marketing etc.  Do you need a product for every single subject and message?  Ideally yes.  However, if you want a product that you can set up in 30 seconds, sell consultation.  Sell a Skype session or sit down consultation.

If you want a product that you can set up in under a day – record a one-sided consultation session via video and write down the key points.  Sell that for $9.

You can do that easy and simple.  Remember, there’s no need to have hundreds of products, you don’t have to sell segmentation emails every day.  Just every once in a while (:

If they click but don’t buy…

If they click and buy then you send them the desire series for the same product that they’ve looked at.  The product that they landed on from the first segmentation email, is what you send them.

If they reach the end of the desire series and still haven’t bought.  Start sending them segmentation emails again for different products and different messages.

If they click and buy…

If they click and buy. Congratulations!  You’ve just made a sale online.  Now you need to ramp that up and move them to a core and profitable product.  You do that by sending desire emails for other products.  Upgrades, up-sells, more expensive products and products focused on the same result.

The desire series


First, ask them if they’re serious about [result].  If you’re serious about generating traffic from Google then you need to talk to me.  If you’re serious about generating more sales from your website, you need to check this out. Etc etc.

An email like this is so simple because it opens the conversation about the results that they want.  If they’re serious about the result that you’ve started to help them get (either from free content or from a product) then they need to see this next step.

Typically, this is for a more profitable product.  Maybe it’s for your core product of a WordPress website.  Whatever it is, needs to follow on from what they’ve been buying/viewing already.

Second, show them scarcity and loss.  Your products are not available forever AND they are missing out if they don’t buy from you.  Make a list of the results and goals that they’re missing if they don’t buy from you.  Your product solves problems.  If they don’t solve these problems, they’ll keep missing out on growing their business.

You can also put a time limit on your products.  Say you’re only selling X amount or there are only X available.  If you think scarcity is tough to create, think of your consultation time. Realistically, you’re only EVER going to be able to fit in 2 consultations sessions a day.  So with that, you can really only sell 6 or so a week.

Third, we appeal to their ego.  I love ‘appeal to ego’ emails because they’re so easy to write.  All we do is tell the reader that if they WANT low-value results and if they WANT to remain as a 99% business, who doesn’t grow or change, then ignore this product.  Some people see this as manipulative when I explain this to them.  But the truth is that often readers need reminding that they are on your list for a reason.  They’re looking at your stuff because they want to solve a problem.  If they’re happy with that problem, then why are they on your site at all?

Fourth, we give a number based result.  We have a few options.  It could be more social proof, we could use a statistic, a prediction.  The point is that the number relates to the product that you’re selling.  For example, “in 2015 we sent over 1 million emails and I want to give you my best 10 subject lines”.  Or, “500 UK based businesses have used this plugin on their website to generate more leads”.

Sometimes, people just need a numerical, tangible number to get them to click.

Fifth and final – the sales letter. Goddamn I love sales letters.  Look, this letter is a similar email to the segmentation email letter (hell, you could redo that one and use it).  The ONLY goal of a sales letter is to make the perceived value of the product more than the cost.  Start with identifying the problem, tell them what’s changing in the marketplace, tell them the results they could get and show them the solution (your product).  Simples.

So there we go.  In summary.  You’re breaking down the emails you send into 3 sections.

  1. Authority emails to new subscribers to build the trust they have with you
  2. Desire emails to potential leads and people interested in your products
  3. More segmentation or newsletter emails to people who are interested but haven’t bought

In summary

Sales don’t happen by magic, you have to build trust and authority, then increase the value and desire that the lead has in the product.

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Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.