It’s 11:15-ish PM.

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I’m about to go to bed and finally rest after a long day.

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Then suddenly…

*Bzzz bzzz*

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Notifications on my phone.

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One of my clients sends me a voice note.

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Now, before I tell you what he said, let me take you back to what happened throughout the week.

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I’ve been setting up email marketing for this dear client who’s been running his business for a whopping 6 years.

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The thing is…

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Although the business had been running for years, they’d never fully used email marketing to its potential.

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They had some generic flows built into Shopify, some emails from a retention app notifying customers about their rewards...

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...and maybe, just maybe, they’d sent a campaign or two during sales periods.

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When we onboarded, we moved to a proper email platform to get the most out of email marketing.

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The client chose Omnisend after we presented the options.

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Fine.

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On our first call, we spent an hour and a half chatting, and he passionately told me the whole story behind his business.

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And your boy right here was taking notes…

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​Because if there’s one thing that can differentiate you from competitors in a saturated niche, it’s your story.

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We then moved on to building flows and the pop-up. Now, it was time to email his list.

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A list of over 13k subscribers.

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​A whopping 13k subscribers.

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Imagine sitting on a gold mine and never mining it.

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Anyway…

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I wrote the first campaign ever sent to that list: a check-in from the founder.

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Wrote that pappi, sent it over for review, got the thumbs-up, and pressed send.
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*Whooosh.... ✈ ✉️*

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wHaT hApPeNed nExT wIlL sHoCk yOu…

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The founder sent me a voice message saying this:
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Wait, ’cause there’s more…

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The other day, we sent over the founder’s story.

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Everything from start to finish, with some cool pictures walking you through the journey. Really personal, almost as if he’d sent it himself directly to you.

Bzzz Bzzz...

The founder messaged me:
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Now, how cool is that?

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How amazing is that?

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A lot of founders don’t get it when it comes to telling their stories and showing up as a human talking to another human.

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Probably because they don’t have the time, or they’re so used to these beautifully crafted marketing emails that they forget there’s a person on the other side.

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​But telling your story is such a powerful tool in your arsenal.

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Especially in a saturated niche. It separates you from the crowd.

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Now tell me, when the time comes to choose a product, who do you think the people on his list will pick? Him or his competitors?

Before I close this email…

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I’ve been thinking about how to send these emails in chronological order.

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Should I start with a sequence about understanding email marketing, then move to list building, automations, and campaigns?

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Should I randomly pick topics from anywhere?

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Or should I dedicate different days to different things? One day, strategies. Another day, the craft.

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Or you tell me…

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Reply to this email and give me your opinion.

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Until next time,

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Elton "gets surprising replies on client's emails" Korpuzi

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P.S. The third email we’re sending for this client will explain the "why you should choose us" argument.

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So, if you’ve got a list of people sitting in your software and you’ve never emailed them, now you know how to break the ice:

• A check-in from the founder, thanking them for choosing your brand.
• Your story.
• Why you?

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Then keep showing up with campaigns.