Showcased below is an email follow-up sequence from popular marketer Frank Kern, sent over a period of 6 days. Each email is the same except for the subject line,...View More which was slightly modified in the third email for variety. The reason for this follow-up was inaction on my part -- I didn't initially open or click on the links. Otherwise, I would've likely received new emails. The pitch is for his free book and you just pay the shipping. It's a common front-end offer that depends on upsells & back-end sales to make a profit (which Frank presents you with immediately after you buy the book). Being direct about getting your address in the subject line & throughout the email is a common strategy online marketers use for free physical offers.
Follow-up Sequence for Free Book Offer from Frank Kern Swiped in September 2016
If a subscriber doesn't open or click on one of your emails, follow up with them. If they didn't see your email, it's as easy as resending the same email. If that doesn't work, try switching up the subject line, like Frank did.
When pitching a free book, try the direct "what's your address?" hook. It's used consistently by top marketers because it works. Since the item is "free", there's lower buying resistance & you can be more direct.
Like Frank, always include plenty of call-to-action links throughout your emails. In this case, there are four (including the book image) & all are labeled differently.
Try using "gift" or "present" to describe your free offer. As I point out in the annotations, it's normally considered rude to reject someone's present or gift to you. Instead, you'd accept it & do what you want with it after.
Frank often uses smilely faces in his email copy, which can make for a more playful & disarming tone.
Never discount the power of a good postscript. There is no rule that your postscript has to be short & only focus on one thing. Frank's P.S. is almost as long as the rest of the email and as you can see in the annotations, he covers a lot.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of frankkern.com below.