Steal This Email Marketing Tactic… Straight From Our “Swipe File” [PDF download]

Clay: Hello everyone, my name is Clay Collins…

James: I’m James Lepine.

Clay: …and when it comes to marketing, if you’re an entrepreneur, we’ve got your back. In this episode of the Marketing Show, we are going to talk about why interaction equals money, and we’re going to give you our favorite marketing e-mail of all time, and we’re going to give you some swipe copy that you can use in your business that’s based off this. So that’s what you have to look forward to in this episode of the Marketing Show.

So in just a second, we’re going to talk about how interaction equals money in your business, but not all kinds of interaction, just specific kinds of interaction. We’re going to use swipe copy from our business that we use. It’s helped us tremendously. But before we do that, what?

James: Yeah, we want to give some shout-outs to some folks who commented last week on last week’s episode of the Marketing Show. These are folks who left insightful, smart, helpful comments, contributed the conversation, and we just want to recognize you and give you a shout-out here.

Clay: Awesome. Let’s do it.

James: Hello everyone, and welcome to this week’s edition of the Marketing Show Shout-outs. We want to give shout-outs to Andrea Robinson; Angela Yan; Brian T. Edmondson; Chris Nadeau; Cory Michelle; Dillon Alford; Jaxi West, a customer of ours; Larry Taylor; Marshall Sontag, also a customer, wants to be referred to as a cult member. This is Mike Kawula’s daughter, Naomi Niles; Rodrigo Alexander Coehlo; Rosvita Rauch; Shelley Berger Phillips; Simon Regen; and Travis Rosser.

If you’d like to be featured on next week’s edition of the Marketing Show Shout-outs, just leave a comment in the comment section below.

A Sample Example Of How To Write A Welcome Email Message

Okay Clay, so what do we have here?

Clay: What we have here is the e-mail that folks get after – like immediately after they’ve opted in to our list. So when you join one of our list, you get an e-mail that says something like this. Welcome to the family, and then in parenthesis, please read, and it goes like this. First of all, you’re in. welcome to the Interactive Offer family. This is for our Interactive Offer mailing list. If you have a second, I’d like to get to know you a bit, so if you can do just one thing for me today, I’d really, really appreciate it if you’d just hit reply to this message and drop a quick note and say hi. If you have a moment, I’d love for you to quickly tell me where you’re from, and if you’ve got an extra 30 seconds, I’d like to know what ideal outcome you’d like me to help bring into your life. Anyway, since we’ve found each other, I’ll be cooking you up with all sorts of cool stuff in the days, weeks, and months ahead. Take care, Clay Collins.

So a couple of things. The first thing is that this is not an insane survey, right?

James: Right.

Clay: So there’s a low barrier to interaction here. All you have to do is hit reply to this e-mail. Let us know like one, where you’re from; and two, what outcome you’d like us to help you accomplish in your life. So this really hits on one thing. You know, when I say interaction equals money, it’s not any interaction equals money like interacting with folks on Twitter for example doesn’t always, you know, result in money, same with Facebook. It’s interacting with people about their desires, about the outcomes they want. Just chatting generally with people does not equal money. There’s a lot of people, you know, who I chat with on a daily basis maybe at the grocery store, maybe casually, and that doesn’t necessarily equal money, and I don’t want it to. So that’s the first thing I want you to keep your money.

The second thing other than low barrier of entry is that this is really the first phase of what I call an interaction letter. So in our business, you know, we start really, really – You know, we have a low-barrier entry to start interacting. It’s just respond to this e-mail and let us know these two things. It takes a short period of time. And what do we do with each one of this e-mails James?

James: Yeah, we answer each and every one of these e-mails. So folks…

Clay: Every single one.

James: Every single one of them, and we get a lot, and folks write in and say, “Hey, you know, I’m John from Florida, and I just started my website, and I’m looking to build passive income,” you know. And it varies from all kinds of things, but we always write back and say, “You know, it’s so great to hear from you, and we mean it. We love hearing from folks from all over the world. It’s really a cool thing, and then just, you know, we can congratulate them on whatever their goal is and say that we hope that we can help with that.

Clay: And we’d like to look at their websites.

James: We check out their websites. Yeah, we like kind of get to know them a little bit and figure out who they are and what they’re doing.

Clay: And I remember like back in the day when we were blowing up. I remember like in one instance, we were kind of covered on a fairly – on a pretty huge website, and like I was traveling for the weekend. My business…

…partner, Tracey, was answering all of these, and like she’s about killed me. She’s like what? Why did you tell everyone that we respond to every single one of these and we’ll get their website and like say stuff?

But we do it. And a lot of people ask questions about scalability. Look, unless you’re getting like a thousand opt-ins a day, you know, you can make this happen. Not every single person is going to reply to this, but the people who do, it is well worth your time to respond. It really creates bond. It creates trust. It’s wonderful market research and it gets you started in a conversation about what folks want.

You know, of course, you know, when we do this, I talk about the interaction letters so maybe we’ll start out with this, then maybe later, we’ll share our story with them and get – you know, get other people to like come in on a blog post, and then we raise the bar to like maybe surveys, and we raise the bar to, you know, phone calls, or other higher forms of interaction so that we can, you know, co-create products together. But again, interaction, not about anything, but interaction about people’s desires, about their wants, not their likes, not their needs, but their wants creates money.

Anyway, we’re going to give this to you to download. Maybe we’ll have a link to this. In our comments, of course, if you join any of our mailing list, you can get this as well, but like this isn’t like a pitch. This isn’t like, you know, like I guess it’s this side, right? It’s the – I’m being dyslexic here. It’s like this side, right?

James: Yeah, yeah.

Clay: Right. So we’re not like, you know, like doing that. We’ll lead you in the comments, whatever. You don’t have to like, you know – This isn’t like an out page.

James: You want out, you get out totally.

Clay: Yeah. You can totally have it. And you know, I encourage you to use this in your e-mail. You know, like one of the huge misconceptions people have is that, you know, if they’re going to start accepting e-mail addresses in building a list, that they need to all of a sudden have something like incredibly smart and authoritative to say from day one, like they got to like step in with like some insane like scientific research or something.

James: Right.

Clay: But you know what, a good way to just start off, you know, your list or interacting with people on your list is just asking them about them. It doesn’t need to be about you. It’s about them, right?

James: Totally. I mean think about when you’re meeting someone for the first time. You say hey, where are you from and what do you do. This is a version of that. Where are you, and you know, what outcome would you like to see us help you achieve. And so you don’t start off with well hello there, my name is…

Clay: Wawawa…

James: …you know, Dr. John Smith, and it’s…

Clay: Yeah, yeah.

James: Nobody calls you that.

Clay: Let me tell you about back pain. You’re like well, maybe.

James: Yeah, I don’t even know you, right? So this is a great way to get to know that people are very interested in what you’re doing.

Clay: Absolutely, absolutely. Anyway, that’s what we have for this episode of the Marketing Show. Again, I’m Clay Collins.

James: I’m James Lepine, and if you enjoy this, go ahead and share it with your friends on Facebook, Twitter, whatever you do. We’d be very, very grateful for that.

Clay: If you’re on the path, we got your back. We’ll talk to you next time.

James: See you then.

Clay: Catch you later.

  • Hey folks!  Here’s the PDF download link we mentioned in the episode:

    Enjoy!  And, don’t forget, if you’d rather we just send you the email copy straight to your inbox, just enter your email address in the box above and sign up 🙂

  • I just so happen to know a super-smart guy who does this too.

  • Haha.. wow. When I signed up to your list, I actually swiped the section asking for their name and their ideal outcome for my health-related list. It works like magic 🙂

    • Good thinking, John 🙂 Glad it’s gotten you results!

  • It really does work! I do something similar (got the idea from Clay) when people sign up for key free ebook. I don’t send it out right away, but after a reasonable time during which they have hopefully had a chance to check out the ebook. People are often surprised to get the note from me, and happily reply. And then I get to add a personal note back to start a relationship. I love hearing from people on my list!

    • Very cool, Dr. Shannon!  Thanks for sharing 🙂

  • tom wakechild

    excellent idea, easy intrusive and yet gets conversation going to begin circle of trust, sharing & caring. brilliant!

    • Glad you like it, Tom 🙂 I hope you’ve gotten a chance to put it in your autoresponder sequence!

  • Thanks for that reminder Clay. In a networking event, we do tend to “ask” more than tell. Should be the same in a “virtual” first time meeting…

    • Exactly, Alain.  And those who tend to “tell” more than “ask” normally don’t make many connections at the networking events 🙂

  • This is simple, but brilliant.  : )  I’m going to add a version of this to the first email in my autoresponder series today, you betcha!

    I tried something similar — adding a “p.s.” at the end of each weekly email asking people to reply and share anything they’re feeling challenged by, telling them I would reply to them and offer guidance, but haven’t gotten any responses yet.  I’m not surprised, because my email list is terribly, terribly tiny. (I’m just starting out.)

    But after watching this video and downloading the PDF, I think my language is also part of the problem.  So I’ll switch “challenge” to “ideal outcome,” as you guys do, and see what
    happens.  : ) 

    Thanks for this awesome piece of marketing wisdom!

    • Sure thing, Kimberly!  Glad you enjoyed it.  Be sure to let us know how it goes for you with the new copy 🙂

  • tomshark

    I’m from georgia and i want… err, gee willies this stuff works

  • Turningheartcoach

    I just started following your Marketing Show. Love how down to earth you are and really appreciated the pdf download, its friendly and casual – two attributes almost any ideal client will have and connect with. PS – and I don’t mean to sound snarky – but where the heck are you sitting when you record your video? Kinda looks like a bad school lunchroom brick wall behind you?

    • Hey there — glad you like the show!  And Clay and I are sitting in a top secret location… but I can assure it’s not in a lunchroom 😉

  • As always you guys rocked another great video! Important
    things first, kids said you guys were as my daughter put it…so serious this
    time….no glasses…yikes.  Your impacting
    my 5,7 & 9 year olds future!


    Love this and will have up on my site by end of day today
    for all new subscribers.  We do this for
    folks who have bought but not for just email subscribers. What’s your thoughts
    if you don’t get a response or any activity from an email subscriber after
    sending out a few cool tips? We’ve just started scrubbing out non-engagers and
    I have mixed thoughts?  

    • Hey Mike — thanks for the kind words!  Tell your daughters we will bring the Bonus Shades back ASAP…

      I would set this email up to go out to any and all new email subscribers (especially if you’re not getting much interaction from folks right now).  Once you do that, you shouldn’t have to worry too much about scrubbing out non-engagers 🙂

      • Your a Good Man Mr. Lepine…..A BIG THANK YOU for your response! 

  • “BRILLIANT ”  as the Guinness commercial says …. U 2  R GR8   ….Clay….I like black… started wearing black tee   in my own  vids  after I met Joe Polish at a event a few years ago…he is  a manly man….   I think I need to swipe the entire Marketing Show concept for my niche in Car Care.. sorta funny I have customers that send me different tee’s  not black…maybe I could incorporate that into my schtick to further engage my audience.

    • Hey Karl — glad you enjoyed the episode!  And hey, if black was good enough for Johnny Cash, it’s good enough for us 🙂

  • Jaxi West

    i remember this email 🙂   

    i have to say, you guys are awesome on personal, instant, responses back – to anything – support tickets, emails, etc.  

  • Hey guys,

    Great episode as always.

    Even when you start getting higher levels of opt-ins, most people won’t respond to the email so support issues don’t become to troublesome (at least that’s my experience); but the relationship building aspect and human element of it really works well b/c you put the offer out there.

    Keep the good stuff coming!


    • Hey Brian – good feedback, for sure.  Thanks for that.  We’ll have a new episode for you soon!

  • I just started doing this just last week with my email list (great minds?)–sent to all on my list and now any new people get it.

    I was surprised how many people responded. And it was fun as all get out to talk to them this way–really does form a relationship.

    Thanks for this video and for the download, too

    (jan schochet–pronounced “shock-it” if you happen to shout  me out. heh heh)

    • Hey Jan – so glad to hear you’re getting results, and having fun, too!  And thanks for the heads up on pronouncing your last name 🙂 

  • Mark Smith

    What I like about this is it really helps a person identify with you on a human level, take a step toward interactivity instead of passivity, yet is really low in overhead.

    • Totally, Mark.  Those are the main reasons we like it as well 🙂

  • I answered that email a few months ago and I’m still here learning with you. Thanks a lot.

  • Steve Monte

    I want to join the cult too! Clay and James, you rock. Will you give me a shout out? Please?