The Promo Pivot

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  • Okay, welcome back in this video, uh, continuing on with our sort of maintaining your list, a set of principles and things that we do that we find are both important for the sort of longevity of our list and just overall a proper conscious list building is when it comes time at the end of a promotional period.
  • Now, when you're in a promo. Uh, period in a launch, if you will, you're probably collecting a lot of new emails. That's the point of a launch. It's very exciting time. You're growing your list. You're growing our list. You then, uh, you know, do a qualifier of some kind. You launch your program, whatever, from a webinar, maybe.
  • And then after the end of that sort of launch cycle. So they, they, um, you've sold all effectively that you're probably gonna sell and it's coming to the end where you wrap up the promotion and it's time to actually deliver on the course if it's live or whatever, but it's this end period when you've just collected a whole bunch of new contacts due to your promotion, or thanks to your promotion, maybe I should say.
  • And. It's an important time, because you will probably be going to either, um, for us, we're oftentimes then delivering on that program. So our, um, sort of email, cadence and stuff will change because when we're inside of a program, we kind of are just dedicated to that. That's how we work. So. It's this really important time that we called the promo pivot.
  • So it's just what it sounds like. It's what you do to sort of pivot after a promotional period and with conscious list building that we think that there is a great way to do it with live with. Authenticity, I think is the most important thing and sort of openness, um, that I think, um, at least for the most part, at least what we've experienced maybe is all I can actually speak to is people resonate and respond really well to, um, what I'm going to show you.
  • We have a template for you that we really use. And, um, I think people aren't used, especially in the online marketing world to this authenticity and kind of openness. So we hope you will have the same, a great effect, um, and response that we have. So it's the promo promo pivot. And like I said, it can be an awkward time.
  • So what is the promo pivot? So there's sort of two aspects to the promo pivot. In my mind, there is one being open with your audience, which I think that authenticity people really, really resonate with. And the other is there's a sort of technologically back in way that we can handle, um, people that are no longer interested in hearing from us at the end of this promo period, because the reality is, um, people after promo period will want to leave your list.
  • That's what's true. So rather than leaving them. To just become disengaged or to hit the unsubscribe button, which there's nothing wrong with people. Unsubscribing, that link is there for a reason. It's important. Part of like accountability and feedback and all that stuff. People need to be able to leave your list, but when you.
  • Um, get a lot of unsubscribes, particularly at the end of a promotional period of time. Um, like for example, say we do, especially when we do affiliate marketing, so somebody promotes our program, they come to a webinar, say we might grow our list by thousands of people, you know, a day or whatever. And the reality is is those people just are not that engaged.
  • So rather than just hoping and crossing our fingers that no one leaves. Um, what we do is, again, at this end of this promo period, we do the promo pivot and we invite people to actually leave our list if they want to. However, we do it in such a way that they're not clicking the unsubscribe link. They're clicking a different link, which I'll show you how to set up using a convert kit rule.
  • And I think you could implement this system in a different email service provider as well, but it effectively allows us to then go and remove those people from our list, which we should do if that's what they ask. Um, cause that's worse if they think they've unsubscribed and they didn't people really get upset with that.
  • So we just have a way of kind of them showing us that they want to be unsubscribed. Then we go and unsubscribe them for us, which doesn't harm our sender reputation. Uh, when compared to if all those same people click the unsubscribe link. So that is the power of this promo pivot and our approach, this sort of dual duality of both being open and honest with your.
  • Um, people which people just really resonate and love and respect, I think. And then there's also a technical side, so I'm going to show you both. Okay. So let's dive into the template itself and then I will just kind of talk through it, I think, to start with, and then we'll kind of get into the technical side of things.
  • Okay. I wanted to start off by saying we do really use this, uh, subject line. It doesn't mean that you need to, but I find it, I thought it was kind of funny that we did it in the first place and, um, was. Ended up being, um, we AB tested this as I make a note. This is a great thing to AB test. Not that you have to AB test with these on specifically.
  • I just wanted to give you two examples. Um, but we did AB test these, and if you're wondering, they came within like 1% of each other. This one did when, um, But I wouldn't have that dictate your, you know, what you decide to do. Um, because you'll see, in my example that I provided it's actually for less launching labs.
  • So it's more likely that this would peak someone who's interested in list launching lab more than the average person. But I do think that I would still possibly use this as a subject line, even if it was for a personal development course of ours or something. So these are just two ideas to consider, but I did want to be clear that yes, we do actually sometimes say.
  • Promo pivot email, but again, it was in the context of lists launching labs. So I might not do that necessarily. Um, but with that, I'm just going to go through this kind of step-by-step to just further explain what we're doing and the kind of thoughts behind it. So, first of all, Um, you know, everyone has their own sort of brand and presence and how they want to be seen and show and heard.
  • And all of that, Kathleen is obviously known basically for our authenticity. So that gives us a lot of leeway. So you can see in this story, it's quite funny and I find it charming, but it certainly is open and honest. So yeah. Yours doesn't have to be like this, but if it is, uh, or if you have anything like that, it's just a good opportunity.
  • I think at the end of the day, to just be kind of funny and charming and open and honest. So whatever that version is for you, that's what we'd like to start off with. Because this is an important section because it's the very next thing that we offer is to unsubscribe from our list, by clicking this link.
  • And again, I'll show you, um, this sort of technical side of that before, uh, after this. But, um, that's why I think this open and honest can really set the tone for someone leaves or not. And, um, yeah, so it's just an opportunity to kind of be open and honest and you can read our example. It's Kathleen being Kathleen and funny and all that.
  • The next thing, what we do is we kind of transitioned. So we right off the bat, I think is important that within the top of the email, you know, the first third at the least, at the very least, um, they have the option to click and never hear from us again. So I think that that is important to not dilly dally and have that at the bottom of the email.
  • You want it near the top because again, with consciousness building. You know, it can be scary and odd to want people to leave your list, but if they want to leave your list, you want them to leave your list. You just it's. The most important thing is having an engaged email list. As we have said, uh, over and over again.
  • Okay. So once they do cap has this, it's kind of this transition of like, okay, great. You're sticking around. Let's talk about it. So we'd like to first remind them in a way of why they came into our world, why we were connected in the first place. We do have an example. Uh, and then, um, This is something that I really like to do.
  • I think it's smart and like sneaky in a smart way. Not in a gross way, but just smart is we kind of, this is how we treat our final promo, uh, this pivot email, we kind of like to say, we're always truthful if it is our remaining spots. If it's not, we don't say that we think of something else to make people want to kind of grab that last minute spot or whatever.
  • Um, maybe a bit of an impulse decision, but it is what we. Uh, look at as our final promotional, um, opportunity for the program. That was obviously promotional period. That's just ending with this promo pivot email. So we like to say, for example, this launching lab it's like kind of now or never, we have our final spot.
  • So it's kind of like a subtle way of doing one final promotion. You do not want to be heavy handed with this. You can see this as one really short sentence. And that's what I would kind of keep it to. This is not meant to be a promo email. It's just to get, maybe grab that one person, two people that are just thinking like, yeah, actually I want to do this.
  • I'm doing this. So that's that section. And then, um, this section is really you telling them why. You let them leave your list because I think that it's a cool opportunity to, again, really shake up what people are at least used to experiencing. They're used to just being pounded with marketing emails and they're just relentless.
  • So I've, at least for us, we have found it to be very effective, to almost be the antidote to that. And this section is just kind of an opportunity to tell them why you're like this, why you're so authentic and transparent. And you want to add a reason that your PCM would resonate with, of course, because that's the people we are speaking to at all times, if at all possible.
  • So this is a continuation of that example. This should have been like this. I'm just going to fix this while I'm here. Uh, this is just part of the example. So in the next section, it's. Um, kind of again, as continuation, it's why and how you do things differently. It is like I was saying with this piece about kind of being the antidote and we list like to try and be the antidote almost directly, um, that can vary depending on what you do, what space you're in.
  • Um, But it's kind of like, we're trying to set ourselves apart from the normal marketing noise, because people are used to being marketed to, I think, but this way of engaging it, calling it as it is. And then also what we'll get to next is like what they can stick around for. I just think it really leads to people.
  • Liking you, which is a big part. And then by extension of liking you, I think it opens up more trust that they can have with you. So it, again, it's just trying to set yourself up out for, uh, apart from the normal marketing noise. And then next is the actual pivot and that pivot, we mean by what to expect next.
  • So this is what you're trying to obviously speak most to your PCM and, um, to get them to want to stick around. You want to either first. One option is to tell them I am launching, you know, my four video series in the next couple of weeks or something, be honest, right? If, if, if you have nothing, you should probably have something.
  • Um, but I would, I would just try and be honest and you do want to kind of tell them and get them excited about what's next, because if they are at this point in the email, they are, um, It's safe to say they're planning on sticking around at the very least. But having said that, we tend, sometimes we say, you know, we're doing this.
  • This is what you can expect. It's going to be awesome. Stick around for it. But one thing that we did with list launching lab, which I love, which I think I'm going to do more of is rather than telling them we had a whole bunch of ideas with what we wanted. And, um, we obviously were collected. We, all these people are our PCM for list launching lab.
  • They might not have bought it, but they were very much engaged in and reading emails and attending the webinar and all of these things. So these are very valuable people to us and their opinion matters. So I thought rather than me telling them what they want, I don't didn't know what people wanted. I actually had an, an expectation and I was wrong.
  • So I'll get into that in a moment. So basically again, option one is just tell them, I'm launching my podcast. I'm doing a video a week, you know, or I'm doing a Facebook challenge, whatever they might, uh, you might be doing that people will want to stick around for. But the other option that I'm loving these days is doing a survey or poll.
  • Maybe it might be a better term for what it is, but they're very short. And for us, we use type form, as I said, Um, in the past maybe, but if you didn't know, we are huge Typeform fans and I'm one of the question types that they have is to rank things. So I have the actual survey link down here. If you want to check it out, if you're curious and, um, basically we just wrote out and you can find the actual questions here.
  • Just if you're curious, I thought why not include it, but you can see it's very short. It's two questions and. We just ask to, uh, one question to them to actually rank from a series of options, um, that we were considering doing. And I thought, how about, why don't they decide what we do next, not us. And one thing that's interesting is I thought people would want to hear more about, you know, Facebook ads or something is what I thought our PCM wanted.
  • No one cared basically about Facebook ads. I was completely wrong. They were very much interested in entrepreneurial clarity, I think was the first. And then, uh, or maybe webinars was actually first. Um, but then clarity and, uh, basically Facebook ads are the bottom. So this is why this is such a great idea accidentally that I had is if it was up to me and I went with my, what I wanted to do, we would have maybe suggested and stick around for, you know, face.
  • How do you leverage Facebook ads for your business? Because that's what I thought people wanted to hear. Thank goodness. I didn't. I gave them a choice and, um, quite a few people engaged with the poll. We got good data and, um, and again, we learn more about our PCI and what a huge value, um, for us. And then the next question that is very self-serving, but I really like, um, and this order is very intentional.
  • We start off with what they, what benefits them. They care about they're selecting what they want. And then the next question, it's a little bit more self-serving why was LIS launching lab? Not for you. This is just valuable for me. It's like, is it too expensive? I just don't care. And we also got great responses to this, that it just wasn't time or whatever.
  • Um, so this is hugely valuable. And again, that order is critical. Um, because if you start with the self-serving one, people will more likely will be more likely to bounce and not complete the assessment, but if they choose what the thing they're most excited about, I really want to learn about webinars and then they click, okay.
  • And then they have one more question and they, you know, they might not be that interested to help us, but they answer it so that they can submit their question or so they can submit their opinion for the thing that they care about the content. So. That's really cool. And then we even have the option. If you say yes I'm you can fill in like more feedback, like more complex answers, but if you say no, that's the end of the assessment of the poll.
  • So it's. I don't know how long it took on average. I could look it up, but it was probably a minute maximum. It took folks to complete. So you need them to be fast. One, two, maybe three questions. Um, but yeah, that's a brilliant idea, frankly, that I had and it worked great. It worked out so good because normally what we would do, we would just tell them what we're doing next, but rather than doing that, we just asked.
  • So that's this section. And then after that, there's just a thoughtful sign-off. So, um, Cause this could be goodbye for some people. So we always want to leave a nice taste in their mouth if they do decide to leave. And if they decide to stay again, we still want to be obviously nice and kind and all of that.
  • Okay. With that explanation, um, out of the way with the template itself, again, this is all of course linked down below. So you can make a copy and make your edits and all that fun stuff. But what we're going to do now is we're going to jump into convert kit. And I'm going to show you how to actually make it so people can unsubscribe without them actually unsubscribing and harming your sender reputation.
  • Because again, at the end of a promo period is normal to have the belief. Okay. So the, for the first step, it's pretty basic actually, which is great. The first step is, um, actually I should say before I get started, you do need a paid convert kit account, simply because we need to take advantage of automations for this.
  • Um, so keep that in mind. Okay. So to start with, we need to create a tag and I call it unsub me in all caps. So it's very clear for me, cause you'll notice as you grow, um, your, uh, tag list will grow a lot a lot because is convert kit kind of works rather than having multiple lists. You use tags to segment your list.
  • So, um, it's normal and good to have a bunch of tags. So with this one, because it's so important, I use all caps and this is what I call it. You call it whatever, uh, will be meaningful. So he clicked save and yeah. And now we have that, unsub me, um, uh, email or a tag, I should say. And then what we're going to do next is we're going to go to the automations tab.
  • We're going to go to rules. And, um, you may have a rules, you might not. Um, but we're going to add a rule and what we're going to do is click a link and then we're going to call this a, this is the name. This is just so you can see it. So it's the unsub me link. And then where we send people is, as you can see here, We have a dedicated page too, for all of our preference change emails.
  • Um, because we like to have people be able to opt out. Um, of single campaigns like, Oh, don't tell me about list launching lab, or don't tell me about coaching certification, but keep me on your list. This is the general page we have that all of them get and then convert kit handles the proper tagging so we know who to not contact.
  • So this is a pretty valuable page. Um, that you will probably want to create to some, some version of it for you to use. Um, I've never done it before, but I imagine you probably could hack together a sort of basic, plain looking convert kit landing page. Um, if you didn't have the ability to create pages on your main website, or you don't have a main website, but in any case, that's what ours looks like.
  • And so the destination URL is that for us, Um, for you, it would be whatever page you want to send them to, to just have a sort of visual confirmation that we, uh, received their request almost is the idea behind that. And then when people click it, we want to add a tag. And when we add a tag, we want the tag to be added to the unsub me.
  • So anytime someone clicks this link and I'll show you how to integrate this with the, with the broadcast, but. That you want people to unsubscribe and you can see with rules, you can set, um, you know, a whole bunch of, uh, of, uh, different things and one of them and the other, so very powerful. But in any case, all we need is just that one tag added 10 semi.
  • So we're going to click, um, Oh, I think I just have to, because I clicked it. So all we need is the on may take to be added, and then we will click save rule. So that's that rule here. Now, if I went to, I'm just going to show you how this works, cause why not? Um, I'm going to send a new broadcast and I'm just gonna send it, uh, to myself, just because, and then we'll go through the full pot process so you can just see it kind of in action.
  • Okay, so this is just a test stuff. If you're wondering how broadcast works, there is a video by the convert kit team inside the learning portal for you. But, um, I'm just going to do this kind of in rapid fashion here. So I'm actually just gonna copy all of this, which is not ideal because it has like my notes in it.
  • But. Uh, actually let's, let's just keep this simple, let's just get from here. Cause I think you'll get the point.
  • Uh, okay. I'll just take out my example.
  • Okay. So obviously the emails longer, but we, the most important thing is we have this link here. Right? So when I, um, Copy paste it in and it kept the link. But what we want to do is if it's not here, I'll just start from scratch. Just in case it's different for you. I like to make my links, uh, bold. So just a preference thing.
  • And then we click the link button. And then from the link triggers, you see this here, this is thanks to that rule that we set up. So I just click that and it does, um, sort of magic behind the scenes for us. So there's that, I'm just going to change the subject line cause we'll whine. Not.
  • Okay. And if you wanted to AB test this, uh, this is what you click, um, and then you AB test and it does it all automatically, which is pretty cool. Um, other email service priors do that too. Not just convert kit, but to convert it makes it easy. Okay. So again, you would obviously have the full email, but the most important thing we're testing is to make sure that this sort of rule works.
  • And, um, uh, yeah, so we'll just click next. And then, uh, I am just going to send this email to myself self. Okay. So, okay. You should have received that email and you can see that I have, so, um, you know, that's my subject line and of course, so if I open this. And I read it and I go, no, we do not have chemistry.
  • Uh, you can click here cause I never want to hear you again. So I'm going to click there and you can see, I get our page that we linked. Okay. Your preferences and updated. And then if I go back to convert kit and two subscribers, just the main page. And if I look at tags, you see now and sub me one subscriber.
  • If I click this, it shows me what, who are all clicked to it. And you can see that I, that this is the email I sent it to were added to that tag. So what I do is anytime I send a promo pivot email, Um, it can take up to like a week for everyone, for most people to click it. Sometimes there'll still be somebody clicking on it like a month later, there's like one straggler.
  • Um, but I just like to watch every time I go into my account just to see if there's any  here. And then if there is I select all and I bulk action and I click delete as scary as it is, we type do it. That's how you confirm in a convert kit. And we delete this subscriber. And again, the benefit of all of this is that has no harm on our sender reputation because it's us, we're moving it on kind of the backend, if you will.
  • But if. Gmail can sense and Yahoo and all these ones can tell when people click the actual unsubscribed link. Um, so that's what we're basically avoiding a whole bunch of people at the end of a promotional period where mass unsubscriptions are pretty normal, especially when you start doing more bigger launches and running a lot of ads and all that stuff.
  • People want to just leave after the promo. So again, it protects our. Uh, or at least optimizes our sender reputation by having them less likely to click the unsubscribe button and more likely to use this sort of, uh, this sort of exit. Um, and to note, just in general, this is kind of besides the point. But you can use this to opt out for other things too.
  • Like you might want to say you have two programs, like we do a coaching certification and let's just go with our aligned personal development course. We might send a promo email saying like, Hey, do you want to come to a webinar about personal development? Um, and this person might've come to our list based on our coaching certification.
  • So. You know, aligned program might not be for them. So sometimes when we send that to people that we think might be like, Hmm, I don't know if this group of people really cares about this. We oftentimes near the top of an email saying, and if this is something that doesn't interest, you just click here and we won't send you emails regarding this ever again.
  • So we have to be clear with our languaging. You can see here, this is very clear that you can click here and never hear from me again. That's obviously unsubscribe in other contexts, we'll say click here. And we won't tell you about, you know, aligned anymore. We won't tell you about this launching lab anymore.
  • So that allows people to opt out and get a more personalized experience to you. And again, you would do all that the same way you did just rather than creating an oven, sub me tag, you would create a tag that's relevant to you. Like for us, it's called like no lists launching lab. That's the tag. And then we create a rule around that just as we did, uh, with this rule here.
  • So that is, uh, the promo pivot. I really hope you implement it. I think it's really a smart way of building trust with your audience. And then on top of that, the sort of technical way that we handle those unsubscriptions or again, as I just said, Those at least refinements of what people want to hear from you and what they don't want to hear from you.
  • It's just a real great way to optimize and be sure to protect, uh, your very valuable sender reputation. And that is just another piece of creating and having a healthy email list.

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