00:00.66

Speaker

Whether you're really experienced or you're brand new with selling courses and coaching online, at some point, you are going to experience a flop. It feels bloody awful, but it happens to all of us. And today, I want to show you this process here, which is how I analyze every launch, every email campaign ever. whether it is a success or it is a flaw. Let me just take it out of the way for a second so I can actually see you. So what we're going to do is we're going be able to pinpoint where the problem was or where the biggest opportunity for growth is and we can actually go and fix it. It's the exact process that I go through with my clients when I'm consulting them on their six, seven, and eight-figure launches of online courses, their coaching programs, their memberships, and their service offers. This is literally a playbook that I always use to identify how to fix every launch. So please go use this for every campaign you ever do.

00:58.81

Speaker

The Email Marketing Show. So the first most important thing here is I don't want you to just use this when a launch fails. This process I'm about to walk you through is something I want you to use when it's a success too. So basically after every campaign you put out there, use this process. The first big lesson here before I get into the actual process, is if something works, if something went really, really well, I want you to focus on doing more of that.

01:30.90

Speaker

Make the good stuff better. We think about our business and like peaks and troughs, right? And what we've all been taught to do by gurus, by marketing people, by self-development people is to focus on our low points, focus on the stuff that sucked and and find out, well, you suck at this, why don't we pull up those troughs? Well, the bad news is that didn't work. And secondly, when you just focus on making negative stuff better, you get all this negative energy. It really brings your mood down and that sucks. You're way better to go, do you know what?

02:02.89

Speaker

This thing worked really, really well. How do we do more of that? And how do we make that peak even higher? So don't just use this. Please don't just use this when something is a flop. Use it to really raise the heights of the peaks of the really good successes.

02:18.84

Speaker

One of the other things that I do not accept when I'm looking at a launch, when i'm um when I'm analyzing a launch, I'm talking to clients in our membership about launches, is I don't accept excuses. And by excuses, I'm talking about external factors, right? I'm a person who I live by this idea of radical responsibility. The buck stops with me. I don't just pass the blame somewhere else. I want me to be the person who fixes the problem, whether that's an internal thing, we're working on the business, or it's with clients who have been struggling and struggling and struggling and this coach has said this and this coach has blamed that. And I'm like, come on, like this, there's gotta to be a final solution to this. So what I always wanna do is is ask you to focus on the things you can control. So you can't I don't accept things like, oh, well, it didn't go so well because that's the week that Taylor Swift launched a new album. Or, oh, it was a Sunday. Or the kids had just gone back to school. Or it's December. They are all excuses. are like, oh, I had a really low last month, but it was December. And you go, great. Why why would that make it low month? Well, no one buys at the end of December. I can tell you that. December 2025 was the best month we had in just don't accept that. They are all excuses. So what we are going to focus on is what we can control. So let's bring this up and get in into it.

03:44.57

Speaker

So when we look back at any campaign or any launch, the very first thing we're going to do

03:54.23

Speaker

is look at audience size. How many people actually have the opportunity to see the offer, to see the launch? And that audience size, depending on um ah depending on what you're doing, might include your socials. For me, I really, when I'm analyzing a campaign, I'm generally just brought in as the email guy, cause that's what i'm that's what I'm the expert in, right? So im yeah I'm usually looking at how many people did we mail to. Not how big is the whole list, but how many people actually received the email after any exclusions. after We're not going to email people who've already bought the thing. We're not going to email people who've done this or still are doing that or whatever. So what was the audience size? Because when that audience that audience size is really going to help us figure something out called statistical significance.

04:51.03

Speaker

which I can maybe almost spell. I may not have. I'm dyslexic. I'm not really sure, but I've given it a bash. um so So statistical significance is literally were there enough people even shown the offer, even shown the launch to make it all the way through all of these eight steps in order to buy. Was there enough of that? And we're going to use statistical significance at each step, right? So audience and size. The next thing we're going look at is how many people

05:23.00

Speaker

opened the emails so we're going look at every single email and yes we're going to look at this one had a 40 open rate this one had a 62 open rate this one only had a 12 open rate we're gonna look at that for every single email every email And you're going to do all of this, by the way, not just for your live launches, but for your automations as well. So many of you are in my automated email engine program.

05:53.62

Speaker

Every quarter, I want you to be going in and analyzing the audience size. How many people went through the email engine? how many What was the open rate on every single email? There was a point in one of my email campaigns, right? I used to run an email campaign called the Overture campaign.

06:08.98

Speaker

And I noticed that it was six-email campaign, but i noticed that, I think it was email number three or number four, where the open rate was like... Sorry, it wasn't the open rate, in actually, this case. It was the next thing, which was the click-through rate, which we're going to get into next, right? How many clicks?

06:22.58

Speaker

But it was... It was the click-through rate. And this particular email campaign um had a 0% click-through rate. and I was like, something must be broken. We just didn't put the links in or whatever. um We tweaked a couple of things around. We just set it live again. And it must have been a technical thing in the platform where the clicks just weren't registering or whatever. Anyway. So we're going to look at how many people are opening the emails. We're not only going to look at the percentages. We're going to look at the actual number because it's easy to go, oh, well, that got a 40% open rate. That's good. But if we only had 10 people in the audience size, that means only four people.

07:03.67

Speaker

actually opened the email. So the statistical significance of the number, the big mistake people get wrong here is they focus on the percentage. The percentage is good, but let's make sure there is a ah enough quantity of people to actually make it so that they could do something. Four people open it, right, okay, great. Then what was the click-through rate? That is how many people, what percentage, and then the number of people. So we want the percentage and we want the number of people who clicked. So 100 people opened it.

07:34.46

Speaker

We got a 10% click-through rate, which means 10 people clicked. actually clicked the link or one of the links in that email and they went to the page. Notice, this I think of an entire launch, you think about it this way, right? I always think, I've been teaching this years, think about it as a relay race. The kind of thing where you hand the baton to the next person. The audience size passes the responsibility to the opens. The opens passes the responsibility to the clicks. i just realized I've cocked up my little diagram here. let's Let's fix this. That should not say clicks there. Clicks should be here.

08:13.65

Speaker

That's the next thing there. So we go from audience in size to opens to clicks. Nobody can click a link in an email if they haven't opened it. So we really need to make sure that we realize that the opens have the responsibility to get in front of people to get to the clicks. So now if we got people clicking the link? Because if they don't click the links, they can't actually go to the page, which is the next step of the journey. So if you've got a page with video on it, that's video views.

08:42.84

Speaker

If you've got a a landing page, that's page views. How many people actually made it as far as the page? And you might think, well, surely if they've clicked, they've seen the page. Oh, you would think so. But the way things are, think about it. You get an email, you open it. I remember i was at the gym this morning. I'm sat there.

09:02.06

Speaker

I'm just waiting to come home, just calming down, cooling down and out of breath. And I click on a link and the page doesn't load. Well, that could happen for one or two reasons. Maybe there was a problem with the page. Could have been. Or in my case, it was I have no phone signal in the gym. So yes, they would have got the click-through rate report, but I actually never viewed the page. So need to make sure of that. So we've got the page views. How many people are doing that?

09:26.23

Speaker

Awesome. Next, once they've gone to the page, whatever the next call to action is, so that if you're but if you're selling something right on that sales page here on the video or on that sales page, it might be how many people clicked to go to the cart, the checkout page, where they can actually enter the details. How many people landed on that page? Or if the call to action there is to fill out your application form, to have a call or something like that, it's how many form views.

09:53.53

Speaker

So how many people made it to the next step? You see how we're breaking each bit down because we're now going to able to go back and see where people dropped off. Next, we're going to look at, okay, how many people actually purchased?

10:11.73

Speaker

Purchases, how many sales? So if you are selling a lower ticket thing or a thing where they can click and buy, it's how many purchases. Awesome. If you are doing a book a call, it's how many calls booked.

10:26.33

Speaker

Now, if you've got purchases and sales, the next bit you would look at would be if you've got upsells, how many people took the upsells. You're going to do that. If you've got calls booked as your whole thing, if you're booking calls, booking sales calls, booking appointments, that kind of thing, Then after calls booked, you're going to want to know what is the show up rate of the calls. Are 80% of people showing up or are only 20% of people showing up, right? And then, of course, if you're in the sales call game, you also need to know your close rate. Of all the people who get on calls, what percentage of them are closing? 50%, 80%, 20%.

11:07.45

Speaker

twenty percent Once you've got all of this and you get all those numbers, stick them in a really simple Google Sheet, right? This is what I do with my clients when I'm on a call with them. We give them a Google Sheet. We plug all these numbers in. And then, and here's how you actually do the fix.

11:26.60

Speaker

You're going to go back through all of these numbers, and you're going to decide whether each number is underperforming, overperforming, or just okay.

11:36.86

Speaker

Once you've decided whether it is under, over, or okay...

11:44.98

Speaker

You're going to go through and you see, let's just say that the that the clicks was under. Let's say this is OK. Let's do in a different color here so we can actually see it.

11:59.61

Speaker

Here we go. okay So this is OK. Let's say the opens actually we did a great job overperforming really high opens. Clicks was actually a little bit low, under. Video views was also a bit under. and um But the percentage here, that was over, but this one was under. The show up rate was actually over and the close rate was fine.

12:23.48

Speaker

Here's how you figure out what to fix that will have the biggest leverage. And basically nobody talks about this. What most people will do is they'll go, great, our show up rate was a little was over, that's great. But um the number of sales call book was actually under. So we're going to fix this because that's where that's closest to the money. That's true, it's closest to the money, but it's late in the journey. What we're actually going to do is we are going to go... back to the earliest underperforming number.

12:55.19

Speaker

Because if you improve the earliest underperforming number, that that That early underperforming number is actually acting as a throttle. it's like It's got the tap half switched on and just allowing leads to drip, drip, drip through rather than flowing out like a hose. If we increased, let's just say, for being wild sake, right? Let's just say we increased the number of page views, for example, by 50%.

13:26.65

Speaker

That means you've got 50% more people who are able to go and see the cart. 50% more people who can then book the call or purchase the thing. 50% more people who could show up and 50% more people who can actually close. So you go to the earliest possible location.

13:47.32

Speaker

um underperforming number and you fix that first that's the first thing you do that's where you put the most effort that's where you put the most time and if you have to it's where you put the most money on maybe additional systems doing things i don't know if it was show up rate that was your earliest one you might and include a setter or somebody to to warm people up and connect with them personally so this is how you do it You take the earliest underperformer and you improve it first. And think about it like that relay race. Each bit is passing the baton to the next bit of the journey. And without the previous bit, it doesn't work. Now, the question, of course, is how do you make the offer itself work?

14:31.26

Speaker

so irresistible that people want to buy it. And if you get this bit right, the good news is actually your copywriting, your copy and marketing doesn't even need to be as strong. So you can find all that bit out. I cover it in detail in this video here. See you in that one.