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Your list likes your emails.
Sales still feel quiet.
Your subscribers open your emails. They read them. Some of them even hit reply and tell you how much they love them.
And sales still feel quiet.
Having an engaged list and having a list that buys are not necessarily the same thing. In between "I like getting her emails" and "I want to buy this from her" there's a missing piece... and it's usually a simple one.
People can't buy an offer you don't make.
I don't mean an offer that technically has a checkout page somewhere on your website. I mean actually saying it, clearly, in an email: this is for you if... this solves this... here's the link.
That's the whole job of this guide. By the end you'll have your first sales email written, a real one of mine to copy the shape of, and your next four sales emails planned.
Step 1
Count
Look back through the last four weeks of emails you sent.
A clear paid offer is NOT a tiny P.S., a link buried somewhere, or just mentioning the name of your product. It says all four of the things in Step 3.
I did this exact check in my own business. I asked myself whether I give my list enough chances to buy the things I already have, and my honest answer was "probably not." So if your number is small, you're in good company.
Step 2
List what you sell
Your list might not actually know what you sell. You know every offer you have because you built it. Your subscribers have jobs and kids and 84 unread emails.
Fill in one row for everything that's paid:
| What it is | Who it's for and the problem it solves | Price | Link | Last time I told my list about it |
|---|---|---|---|---|
If the last column says "June" (or "never"), that's your first sales email.
Step 3
The four lines of a clear offer
- Here's something I have.
- Here's who it's for, and the problem it solves.
- Here's why you might want it (what it could change for you).
- Here's where to get it.
You can be kind and be direct at the same time. "If this resonates, you might potentially like to maybe check this out" is the version where we dance around the last line, because we get scared of it. Say the last line.
Step 4
A real one, annotated
This is the email I sent on a Saturday, for my $27 course 50 A Day. It went to about 5,565 people. 41% opened it, 57 clicked, and 5 bought. It's a low-ticket offer so it's not a fortune, but that's 5 sales I wouldn't have had.
The email, in my words, with the parts numbered:
Hey {first name / friend},
There are two questions I ask about the things on my to-do list...
A, am I getting traffic? or
B, am I making money?
If an action isn't connected to one of those two things, it goes in the later pile, for when I have oodles of time up my sleeve (which probably will never happen, right?! 😜)
And of the two, traffic is the one I keep coming back to. I believe the number one thing every business owner should be focused on is traffic, audience size and an email list... because a larger email list of the RIGHT people solves every business problem.
That's what 50 A Day is for.
Here's what you get:
- 9 short video lessons on the exact strategy behind attracting 50+ new subscribers a day, without posting on Instagram, TikTok or anywhere else.
- My V2 framework, so your list grows consistently, whether you're starting from zero or reviving a list that's stalled.
- The visibility strategies that work on repeat (podcast guesting, collabs, freebie swaps, PR and more), so you're never starting from scratch again.
- A 30 day action plan, so you actually implement it.
- A list growth calculator that turns your own subscriber goal into a real weekly pace.
- Why your lead magnet has to convert, because all the traffic in the world means nothing if nobody subscribes.
For context, I grew my own list from 0 to 7,000+ in my first 18 months.
And if you've already bought a million courses... I get it. This one is 9 short lessons and a 30 day plan, built to get you doing the traffic part.
It's $27 USD, and you can grab it here: {link}
So... what's one thing on your to-do list this week that's actually getting you traffic? Hit reply and I'd love to hear!
Cheering you on always,
Kylie x
Run your to-do list past those two questions this week. If traffic is the one that's missing, 50 A Day is waiting for you here!
Not shopping right now? Click the button below and I'll stop sending you sales emails for the next little while - you'll still get everything else from me.
Opt out of sales emailsWhere the four lines are: line 1 is part 5, line 2 is parts 2 to 4 and 10, line 3 is part 8, line 4 is parts 6, 11 and 14.
Step 5
Your blank template
Same bones as the email above, with none of my words. Fill in each one.
- Greeting.
Their first name, and a word to use when you don't have one.
- Two questions.
Open with two questions you really use to decide what gets your time, set out as A and B.
- The rule.
What happens to anything that fails both, with a light joke in brackets.
- The belief.
Which of the two you come back to most, and why, in one plain sentence.
- The pivot.
One short line that links the belief to your offer and names it.
- Button.
A plain "see the details" button to your checkout.
- Image.
Your product mockup, linking to the same place.
- What you get.
A list. Each item is the thing, then "so" and the result it gives them. Five or six items.
- Credibility.
One line from your own results, only a number you have checked.
- The worry.
The biggest worry holding people back from buying, then why this one is smaller or more specific.
- Price and link.
Once, in plain words.
- Reply question.
One question tied back to your opening, easy to answer in a sentence.
- Sign-off.
Your usual one.
- P.S.
Send them back to your two questions, then the link again.
- P.P.S.
A pause on sales emails, with a button, for anyone who isn't shopping right now (Step 8).
You don't have to open with two questions. Parts 2 to 4 can be swapped for any of the six ways in below. Keep the rest.
Step 6
Six ways in
Pick one for parts 2 to 4. The offer can change and the format can change. What matters is that you make the offer.
- A story.
Something that happened this week that connects to the problem you help with.
- A customer result.
A real one (with their OK).
- An objection.
The thing people say before they buy.
- "If you're struggling with this, here's what I would do."
Then your offer is the help with doing it.
- Something you noticed this week.
- An offer you haven't mentioned in three months,
or something seasonal.
Step 7
The same-person check
Read your last nurture email and your new sales email back to back.
Does it still sound like the same person? If your nurture emails sound like you and then the second you sell something you sound like a late night infomercial, there's too much separation between the two. It should feel like one conversation... here's what I believe, here's the problem I help with, here's how I think about it, here's what you can do yourself, and if you want my help doing it, here's the thing I have for that.
That's useful. It's an invitation that still sounds like you.
Step 8
The pause button
At the very bottom of my sales email there's a button that says "Opt out of sales emails." It stops my sales emails for a while, and everything else keeps coming.
Sending a weekly sales email is still fresh for me, so I wanted to test what it felt like. I also wanted people who aren't in a shopping season to have a way out of the selling, without leaving my list altogether.
How mine works
I use Flodesk, and the idea works in any email platform.
- They click the button, "opt out of sales emails for 30 days."
- It takes them to a thank-you page.
- They're added to a segment called "do not disturb - sales emails."
- I leave that segment out of every sales send for 30 days.
- After 30 days a workflow removes them from the segment automatically, and the sales emails start again.
The thank-you page is very simple. It tells them they won't hear about the sales emails for a little while, and that the rest of my emails keep coming: "You'll still get my fun weekly emails and I'll still be in touch."
Step 9
Make it a habit
I send mine on a Saturday, because it's a day I don't normally email, so it stands apart from the rest. Pick a day that works for you.
If you sell something once a month, that's 12 chances a year for someone to go from "I like her emails" to "I need this." Make an offer every week and it's 52. You won't make a sale every time (some emails will work BRILLIANTLY and some won't), but you also get 52 pieces of data: what people click, which stories land, which objections keep coming up.
Your list also learns what to expect from you. If selling is a normal part of the relationship, nobody is shocked when you do it.
One honest caution. Emailing an offer every week won't magically fix everything. If you've been making clear offers for a couple of months and nothing moves, look at the offer, the message, the price and who's on your list. But ask "how often am I actually giving them the chance to buy?" before you rebuild your whole business.
Step 10
Your next four
| Day I'll send | Which offer (from Step 2) | Way in (from Step 6) | First line | Sent? |
|---|---|---|---|---|
Before you hit send