The R3OAS Email Strategy - Behind the Scenes
R3MAIL I guardianmarketing.substack.com I getr3mail.com
If you'd like the ability to average 75% open rate on a new lead email series,
While also achieving a direct 70x ROI inside of the first week,
Without needing impressive copywriting skills ...
Read on.
Have you ever asked yourself why your prospect is getting on your email list?
Like, why they are there, opening emails, hanging around ...
I mean really why,
From their personal internal selfish perspective.
If you walk back to the 'front door' of your email list, you can usually figure out at least the most obvious answer.
For example,
In the R3OAS email list1, people are given a bribe to get the R3OAS audio book free.
And it's narrated by Laurel herself!
That's pretty sweet.
So we can look at that landing page and that email list and say that people signing up with their email because they want to get the audio book narrated by Laurel for free.
You could safely make a broader assumption that they'd like the book in general and get to have it free in audio form.
So,
If you deliver on people's desire after they opt in, how can you keep their desire and interest, and how could you possibly make remotely close to 70x return on your ad spend to that list?
If people sign up to this list,
And get the audiobook free,
How could we possibly take that - a situation where the prospects motivating desire is SOLVED - and move them forward (seemingly inevitably) to then ALSO get 5% of them to buy the actual book in the first week?
You might think along the lines of ....
you make them sign up to more stuff or take extra actions to get the audiobook so they stay around longer
you layer extreme levels of emotional hooks and manipulation, pile on the fomo and make them feel like they'll regret not continuing and getting the book
you bribe them even MORE after they sign on, laying a trail of cookies to keep them moving forward like Hansel and Gretel.
you stretch the audiobook out over several days so they are forced to keep reading in order to get it all or gatekeep sections of it
After all,
Most email lists that are trying super hard to get people to engage and stay engaged are using variations on those sorts of tactics. They take advantage of the initial burst of interest from the fresh leads and then hammer them with offers and options to move deeper ...
Not caring how many drop off because the goal is convert convert convert NOW.
Most decent email lists follow this pattern. You'll see initial email open rates - if they are good - of 50-60% (maybe even 70%), and then that will drop down into the 20s by the end of the series, leaving you with a slowly dwindling email list that you have to constantly refresh.
Well, what about THIS list?
1 - nope. The audio book is delivered immediately - that very first email you receive gives it to you straight away with no hooks, hoops, limitations, etc
2 - nope. The series actually deescalates emotions. It is - as much as possible - the opposite of emotional buildup
3 - not even close. The series actually puts friction/walls in your way as a reader.
4 - heeeck no. What is promised is delivered in whole - as the reader expects.
And yet
The series has these stats right now ...
Email 1 - 77.08% opens
Email 2 - 62.77% opens
Email 3 - 71.78% opens
Email 4 - 88.79% opens
And that's after 1056 leads.
And beyond the engagement rates,
It boasts and impressive ROI for a simple 'book funnel' (funnel is not quite the appropriate term, but it's what most people think for this kind of thing).
The total ad spend leading into this at the moment is a mere $74.15
And thus far, 54 people have purchased the physical book at $97.
(That's a 5.1% conversion rate over a 4 day series, giving 70x return on the ad spend)
Now,
If we want to figure out why this is working so well ...
We might ask ourselves again ... why are people on this email list? To get the free audiobook is correct. To get the book is clearly also correct.
But,
Perhaps also ... to read the emails themselves - that's a dynamic most people don't think about.
Because most people don't want more email. And I find most business owners think about email more as a broadcast system. As a channel to get in front of their audience more, to get their attention more, to leverage their ad spend more, etc.
Those things are all ... technically ... correct.
But once you realize that people will read your emails more simply if they actually desire to read your emails more - it can completely change your perspective and approach.
There's a way to manufacture this dynamic with hardly any copywriting skill at all.
(A little hint you can run with: It starts by asking the question ‘why would someone read the next email I send?’)
If you want the full details and the structure ...
You're gonna have to get R3MAIL2.
BUT
I can tell you,
We did NOT build a system around optimizing conversion rates or getting more people to open or click.
We actually built a system that, structurally, puts things in the way of people moving forward. That counterintuitively selects people OUT of the system as it goes along.
And it works because the foundation you can't see, is Gravity.
How to build Gravity in an email system is just one component of R3MAIL - where I break down the entire strategy design for a R3 based email strategy. One where people read your emails, because they are obsessed with reading your emails.
One where the sale you're after actually becomes an emergent property of all the other highly effective things you are doing.
The tactical breakdown of the R3OAS email series, and how to build it for yourself, will be included in the R3MAIL book.
R3MAIL is the second installment of strategic applications of R3 - following in the footsteps of R3OAS.
It is currently in the final stages of production ...
Sign up here to get notified once the book is available. I'll be giving something special to everyone who joins the waitlist before we publish.
Be Useful. Be Present. Love the Journey.
Joseph Robertson, CMO Man Bites Dog, Author of R3MAIL