Follow-up Sequence for Free Book Offer from Frank Kern

swiped by Swipe-Worthy in September 2016 from frankkern.com

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

Follow-up Sequence for Free Book Offer from Frank Kern

Key Takeaways

  • 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.

Analyst Spotlight

Swipe-Worthy

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!

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5 Annotations
Annotations
September 8, 2016

The P.S. does a lot here: 1. Teases about more information & says you must read the letter to find out. 2. Goes into more detail about the value & emphasizes that it's brand new & proven. 3. Reiterates the offer at the end with a final CTA link.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

A great template to use: "How to get [desired result] Even if [common objection]

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

"Present" is great wording for a free + shipping item as it would normally be rude to reject someone's present or gift to you. Instead, you'd accept it & do what you want with it after.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

Frank is known for short subject lines that sound like they're coming from a friend & not a marketer.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

The subject line is personalized (my name), polite (please), fun (smiley face) and direct (need your address).

Swipe-Worthy
Swipe-Worthy The Founder

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