After completing an affiliate launch for Kathrin Zenkina's Manifestation Babe Academy, we presented a follow-up, down-sell campaign to only our warmest audience who did NOT purchase MBA during the launch.
We asked ourselves, "If the customer didn't purchase, but was highly engaged in the launch, what's an offer can I provide for a down-sell (another, lower-priced, opportunity) that perhaps better matches the customer AND will maintaining their relationship with our product.
By segmenting our audience throughout the launch, we were able to identify the people who were most engaged with our emails and were aligned with the message of manifesting, but for one reason or another, decided to not purchase MBA.
By presenting this group of people a down-sell option of Mind Your Money, we were able to utilize the audience and opportunities we have in front of us, without having to work harder for it and help them invest in themselves at the same time.
win-win!
How we ran our follow-up campaign:
We wrote a series of 3 emails, and sent those who were only highly engaged, but did not purchase in the launch and sent out with 2 follow up emails sent to
We created:
a simple sales page
a video explaining the program and the offer
and a checkout link with a promo code option
The Offer
1. Offer:
Mind Your Money Masterclass for 40%, 48 hours only!
Price normally: $497
Promo price: $297
Payment Options
Pay in Full: $297
Payment plan: 2 x $149
Total Offers Purchased: 65
2. Invitation Email:
3. The Sales Page:
We created a simple sales page that allowed a promo code to be used on the checkout page
4. The Sales Video:
The Email Campaign
INVITE #1:
Subject Lines:
This expires in 48 hours!
Body:
[First Name],
I’ll keep it short:
Because you hung out with me last week in Kathrin Zenkina’s Manifesting Challenge, and you already know how important all this manifesting stuff is to growing your business, I wanted to make a special offer:
It’s 40% OFF My Complete Money-Manifesting Program for the next 48 hours!
Click the link to watch a quick video explaining how this simple-to-complete program will help transform your relationship and experience with money!
Click the link above and I’ll see ya over on the video!
Cheers,
James
P.S. Any guess what location I’m visiting in that video?
INVITE #2 (URGENCY + DOWN TO THE WIRE)
Subject Line:
I’ll probably never offer this again…
Body:
Alright [First Name],
This is it.
Not sure if you caught my last email, but your coupon to save 40% off on my
Mind Your Money Masterclass expires in less than 24 hours, along with the chance to
FINALLY create a relationship with money that makes you feel like a BA entrepreneur that makes some serious bank.
And if you’re sitting here reading this email thinking,
“I just don’t have $297 to spare for this right now James”,
I’m here to tell you this is the EXACT reason why you need this training the most.
Because the fact of the matter is, you can’t grow a successful business with an unhealthy relationship with money.
And ook, I don’t like to waste my time. Heck, NOBODY likes wasting their time.
I like to achieve MORE by doing LESS. And you sure as heck don’t have to waste any more of YOUR time and spend thousands trying to figure out the growth hacks, strategies, and tactics that promise big results with no return.
You can get the results you ACTUALLy want for only $297 in just 31 days.
Time is running out, this is your LAST chance to get my Mind Your Money Masterclass at 50%
with my discount code MYM2020.
Sign up here to become to finally become a money magnet.
See ya inside!
James
P.S. Payment plan more you’re style? You can also get started with Mind Your Money with just 2 x $149 too! Click here to get started with your payment plan!
Last Call Invite #3
Subject:
Whoa hold up, did you see this?
Body:
FINAL REMINDER: Money Mindset Program increases TONIGHT!
Hey %FIRSTNAME%,
I wanted to quickly remind you that your 40% off coupon (save $200!) for my Complete Money Mindset Program ‘Mind Your Money’ expires in just a few hours!
...when the clock strikes 12:01am PDT the investment will go from $297 back up to $497. So, unless you LIKE spending more than you need to, now is your time to get signed up!
This is probably the only time I will ever do a promotion like this for this training and I want to give you every opportunity to get in on this deal while it lasts.
If you’re still reading this email and you’re on the fence of whether ot not taking this PROGRAM is right for you, maybe this will help:
Is the reason you’re hesitating in investing in yourself BECAUSE of the price tag? (Like... “I sooo need this, but how much is it? Oh, I can’t afford that!”)
Is the fear of spending this money have you second-guess what you know is right for you?
IF SO... I’d like you to consider that THIS is your current money mindset at work!
(And this is what we get right to work on IN program... so if you do notice yourself hesitating because of the price, then that means this program IS what you need right now!)
Because... if your current mindset is forcing you to make a decision out of LACK or FEAR... how many other decisions in your life are made out of lack of fear?
...what kind of future, business, and life do you build WHEN you create from a place of fear?
Can you REALLY create a successful business (more sales, revenue, profit) WITHOUT a
healthy and abundant money mindset? Maybe... but why leave it up to chance?
My good friend and graduate of Mind Your Money Allison Marshall said it best:
If you know that improving your relationship with money, learning how to apply universal principles in your business AND eliminating subconscious money blocks will help you experience more abundance in 2020, in invite your to enroll in Mind Your Money now before the price goes back up!
>> CLICK HERE TO GET ENROLLED <<
See you on this inside!
James
P.S If a payment plan sounds more your speed, click here to get more details!
P.P.S. Ok, ok, you’ve made it all the way to my “PPS,” so here’s a quick MONEY MINDSET
Habit OF 7-FIGURE ENTREPRENEURS, ready?
You can tell when a struggling entrepreneur operates from a LACK MINDSET when they start asking, “how much will this cost me and what d I have to sacrifice or what can I no longer afford?”
The ABUNDANT entrepreneur asks, “how many more sales, clients or customers would I need to attract to make this program pay for itself?” “How quickly can I get this program to pay for itself?” “If I ACTUALLY apply what I learn to my business, how much more sales could I attract?”
You see... it’s not rocket science: abundant entrepreneurs seek out the GAIN and operate from possibility. Struggling entrepreneurs are stuck in survival mode, always fixed on the cost or loss. This is called a LACK-based mindset.
And you already know... YOU GET WHAT YOU FOCUS ON whether you like it or not!
Every moment we have an opportunity to choose which perspective we hold. Abundant? Or Lack? The choice is yours!
The Breakdown
1. Emails:
Total Emails Sent Out: 5
OG Segments: Hot MBA + Engaged MBA tags = 16,510 contacts
2. The Landing Page Conversions
3. Video Analytics:
Conversion of Total Plays to Sales: 3.2%
People Who Watched the Entire Video to Sales: 16%
5. Kajabi Checkout Page by Offer:
Offers Sold: 39
Avg Conversion Rate: 32.98%
_________________________________________________
Total Unique Views: 224
Total Offers sold: 64 Avg Conversion Rate: 28.57%
Earnings Per Click : $35
Based on Email Opens: 4505 opens = $4.24 (1.4%)
6. Payment Plans:
Sales by day:
Pay in Full:
Sales by Day:
The Debrief
Things That Worked Well:
Got the promotion entirely up and running in 3.5 days
The lists were super engaged and the page got a TON of views (2017), so lots of interest
40% off people who bought paid in full
We were able to do this as a DOWNSELL from people who DIDN’T buy a higher ticket offer, utilizing the fact that these people were still really warmed up from all the emails/info from Kathrin’s launch was super smart!
Posted promotion on Instagram
Things That Didn’t Work So Well:
Having the campaign start right after the initial launch would probably have kept the leads warmer, which would have resulted in more leads (downsell campaign started after about a week)
We lost some people through doing the checkout on Kajabi, would probably do Samcart next time to avoid losing people during the “extra checkout step”
What to Do Next Time:
Running ads could easily boost sales
Would love to extend a similar campaign to 3 days because a ton of sales came on Sunday morning before we closed it
