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Email Marketing + Setting Up Campaigns

Setting Up Your First Followup Campaigns

Below is a short outline of the basic campaign structure for email funnels that typically converts the best.

Follow this outline format and set up your first automated email funnels so you can start converting leads into customers!

For beginners, I recommend using GetResponse or MailChimp. If you have a higher budget, I recommend using Clickfunnels, Active Campaign or Infusionsoft.

4 Basic Email Campaign Types

Below are four basic email campaigns that all great online businesses have. Now, this is just a very short summary of this since going into email marketing is outside the scope of this course on YouTube.

But it’s good to have a foundational understanding of where your viewers will go when they raise their hand for more information from you.

If you’d like to learn more about this email marketing and digital marketing strategy, check out this comprehensive article from

1. Indoctrination

This is your “Welcome” email series. They’re typically 3 days long (sending 1 email/day for 3 days), and help to introduce your new subscriber to who you are, what to expect from being a subscriber on your list, and to provide some “free gifts” that they’ll likely love and gain value from.

Your free gifts can be as simple as a good video you made already, or sending them to your best blog articles. Mega posts are great for this series!

Spread this campaign out over a few days, and encourage email opens and clicks right away. This helps improve your deliverability rate. Encourage “whitelisting” your content and having new subscribers add your email address as a contact so your messages get delivered to their inbox.

2. Engagement

Engagement campaigns are designed to convert subscribers into buyers. Use this campaign type to introduce a prospect to the “next logical step” based on the content they’re engaging with already.

You can use language like “If you’re still looking for [X result], this [Y product] is the next best step that will get you there.” It’s also recommended to build in some sort of scarcity to help motivate them to buy now, not later.

Consider using date cutoffs, limited spots offered, or other scarcity methods to drive urgency.

3. Ascension

This is where the big bucks are! Ascension campaigns are the campaign type that most beginners overlook, but they are by far the most lucrative. Offering an immediate upsell and/or followup ascension campaign where you continue to share more of your related products & services with proven buyers can increase your revenue a ton.

If someone is purchasing your “tripwire” programs or services (i.e. your lower cost offerings and/or core product offerings), they’re telling you they’re interested in what you have to offer.

Prior purchase behavior demonstrates that they’re already primed and ready to buy from you. If someone buys from you once, they’re much more likely to buy from you again. Use these campaigns and help them find more of what they need!

When your programs and offers are high quality, don’t forget that Selling = Serving.

4. Re-Engagement

This campaign type is meant to re-engage subscribers who have not taken any action for anywhere from 30 to 60 days. You don’t want people just sitting on your list taking up space, because you’re paying to deliver content to them through most email servers.

Sending out a “call out” email like “Hey, you still there?” and asking them to take some sort of confirmation action (like clicking to stay engaged) is a great way to keep your list hygiene up-to-date and help you avoid paying to send emails to people who have no intention of ever buying from you.