The emails before a promotion can help subscribers understand their problem, experience your approach and tell you what they need. I explain how to keep your regular newsletter and add purposeful opportunities to participate, using existing resources and the information people share to guide what comes next.
What you’ll learn
- Keep the newsletter subscribers expect, then choose additional emails according to a useful reader action.
- Ask about next year’s goals and use the answers to identify relevant topics, case studies and offers.
- Use a quiz, assessment or simple poll to help subscribers understand their needs while learning more about them.
- Reuse a relevant checklist or assessment, accounting for people who recently completed it.
- Invite subscribers to experience your teaching through a live session, Q&A or a useful preview.
- Build student stories around a reader’s specific problem instead of presenting disconnected testimonials.
- Combine stated preferences with relevant activity and purchase history to guide segmentation.
- Plan engagement before and after the promotion, rather than disappearing when the sale ends.
Timestamps
00:00 — The gap between a weekly newsletter and a sale
03:00 — Three jobs for your pre-sale emails
05:00 — Ask subscribers about their goals
10:00 — Preferences, wishlists and simple polls
12:00 — Quizzes that connect to a relevant problem
15:00 — The email revenue assessment and reusable resources
18:00 — Live teaching and audience-led events
21:00 — Student stories and Q&A invitations
25:00 — Use what people tell you to segment
27:00 — Choose the behaviour before choosing the email
Enjoyed this episode?
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One thing to do today
Choose one extra email for your calendar. Write down the action you want from the reader, what they gain by taking it and how you will use the response. A one-question goal survey can be enough to start, provided you have time to read and acknowledge the answers.
Resources and examples
- Free Email Revenue Self-Assessment — explore list quality, nurture, sales sequences, deliverability and offer alignment.
- ScoreApp — the assessment tool Monica mentions
- Klaviyo: BFCM tactics, including the POPFLEX wishlist example
- Kit: Ellie Diop’s webinar and email strategy
- Kit: John Gannon’s segmentation approach
- On Track: A Coffee Break Adventure
- Piano In 21 Days — Monica discusses an email invitation she received; no live registration link is assumed.
- Black Friday teaser strategy
- Membership strategies with Murtaza Bambot
- Master The Inbox Black Friday season — including teaser strategy and the interview with Heartbeat CEO Murtaza Bambot.
- Q4 deliverability preparation
- Email re-engagement before Black Friday
- Monica on LinkedIn
- Master The Inbox on Instagram
