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The light shines through the shades hanging on the double window of my basement office. On the floor near me, my baby explores toys in her play gym. (One of the biggest perks of working from home as a mother is the ability to keep my baby with me while I work).
The sound of honking horns and the occasional siren add a beautiful background noise to this beatific scene.
A lot is going on here in this office.
This approach is all about capitalizing on potential energy to keep customers engaged throughout your email funnel.
If you took high school physics, you’ll be at least somewhat familiar with this concept. Potential energy is - simply enough - energy that has the potential to become another form of energy.
The most famous example is gravitational potential energy. Every object on planet Earth with mass has potential gravitational energy, as its mass causes it to be pulled downward toward the ground. The heavier it is, and the farther from the ground, the more potential energy it has.
Potential energy looks a little different in email marketing, obviously. The most basic form it takes is an incentive or bribe - the typical offer. You probably have one on your email opt-in page. For consumer brands, this is usually a discount code.
And that’s great.
But it’s also weak - if it’s the ONLY potential energy in your email funnel. It’s like a small pebble positioned close to the ground. That pebble will roll down if you push it, but it won’t have much of an impact.
What if you could create something with so much pull that it’s the equivalent of a boulder positioned twenty feet off the ground? THAT would translate into a highly engaged list, with readers who keep opening your emails and clicking through your emails time after time.
There are many ways to create that pull. I use some of them in my emails - it's how I create content that keeps people reading daily.
And I'm picking up even more fantastic ideas from this course.
Want this for your own list? You know what to do 😉.
Turn the pebble into a boulder,
Chavy