Every time I’m on stage somewhere giving a presentation, I like to teach advisors one of my favorite little tactics.
I call it the “$14k Radio Silent Email” – and it’s one of my absolute BEST tactics for reaching prospects who are otherwise non-responsive.
Every time I give a presentation about this email, I get a nice little note back from somebody expressing gratitude about how well it worked for them.
In fact, I call it the $14k Radio Silent Email because I actually had someone write me this long letter telling me that, after he sent out the email to nine people, he got two referrals. He told me that one of those accounts was in underwriting and was going to make him $14,000.
And I’ve heard so many other success stories just like his…so you can rest assured it works.
But here’s the deal…
Today, I’m pulling back the curtain and giving you some insider info that I’ve only ever used with private paid clients.
I’m calling it the “$14k Radio Silent Campaign.”
The only other time I’ve taught it to anyone outside of my private paid clients was last week on the first-ever Virtual Advisor Power Hour.
But FIRST…before we dig into the specifics, I want to make sure you’re up to speed on some of the foundational concepts that are important to have in place prior to launching a campaign like this.
(Otherwise you’re not going to get nearly as much out of the campaign as you should.)
Why Should You Email?
There are three specific reasons why you should be emailing prospects and clients.
- Reason #1: Stay Top of Mind
- Reason #2: To Cement Relationships
- Reason #3: To Book Appointments
Who Do You Email?
- Warm Prospects
- Unenaged (haven’t opened an email in 3-6 months)
When Should You Email?
When you send out your emails matters. I do a lot of research on this kind of stuff and am constantly peeling back the layers to see what the data tells me.
In terms of days of the week:
- Mondays: Great for opens, not so great for click-through rates (CTRs).
- Tuesdays: Great for opens and CTRs.
- Wednesdays/Thursdays: Best days to get someone to buy.
- Fridays: The worst possible day to get people to buy something.
- Saturdays: Used to be terrible, but have been one of the best days during COVID.
- Sundays: The single best day for open rates.
You have to know when to send your emails – otherwise you’re doing yourself a disservice from the very start.
A lot of people are surprised to learn that Sundays perform really well…but they do!
Conventional wisdom says nobody opens on Sunday, but it’s simply not true.
I get my best open rates on Sundays – which is why our weekly newsletter, Sunday Brew, goes out each Sunday morning.
But what about time of day? The best times to send an email include:
- Before 8:30am
- After 4:30pm
These preferred time slots could vary based on your audience, but these tend to be the hottest times for opens and CTRs. Try them out, study the numbers, and decide for yourself.
Let’s take a brief moment to talk about domain health, which is basically a measure of how well your domain is performing in terms of its sender reputation. Here are some tools you can use to do this:
- Glockapps – to check your domain health
- Google Postmaster Tools – to check domain reputation from Gmail users
If you find that your domain health is in good shape, congrats! This means your emails are reaching as many people as possible.
But if you discover that your health is suffering, this indicates you aren’t getting into as many inboxes as possible. In other words, many of your prospects aren’t even getting your messages in the first place.
If this is the case, you’ll need to work on improving your domain health so that you get better email deliverability.
$14k Radio Silent Email Campaign
I know what you’re thinking…I thought I was here to learn about the $14k Radio Silent Email Campaign?
Well, before you can send this campaign, you have to make sure your emails are getting delivered. Otherwise it’s all for naught.
So just to recap:
- Remember why you’re emailing in the first place.
- Remember who you’re emailing.
- Know when to email.
- Optimize your domain health for maximum deliverability.
With all of this groundwork laid, you’re ready…
And without further ado, here’s how the $14k Radio Silent Email Campaign works…
The purpose of the email campaign – and I’m calling it a campaign because it’s a series of emails – is to engage people who have “ghosted” you.
These are people who came to your seminar, your webinar, your presentation…they talked to you. They seemed really interested. And then you never heard from them again. They ghosted you.
I know that’s probably never happened to you before 😉, but it’s happened to me plenty of times.
And if you’re like me, you struggle with what to do in these scenarios.
What do you send to somebody like that (without looking desperate)?
It’s really pretty simple…
Email #1 of the $14k Radio Silent Campaign reads like this:
[subject] radio silent
You went radio silent there. Still want to discuss this or back burner?
What this email does is give the prospect space to say no. It allows them to back out if they’re truly uninterested – so as not to waste your time. And it does so without making you look desperate or causing them to feel uncomfortable.
It creates space for an easy breakup, so to speak.
On the flip side, it could allow you to re-engage the prospect, schedule a call, or gain some more clarity into how you can help them.
But that’s just the first email.
There are THREE more emails in this campaign that build upon that first email.
If your prospects reply after this first email, you don’t need the rest of the sequence. But many times, it takes a couple of tries to shake everyone out.
If you’d like the remaining three emails in this sequence – including the fourth email that I like to call the “closing your file” email – I need you to let me know.
As I stated before, this is really valuable stuff that I don’t share with the general public.
Previously, you had to be one of my private coaching clients to get this. (And I charge them $20k per month for a minimum of a three-month commitment.)
In order to protect this information so that it only ends up in the hands of people who are truly committed, I’ll need to email you the PDF.
If you’re interested, you can opt-in below.
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P.S. Here’s some of the feedback I got from the insurance and financial advisors who attended the class where the $14k Radio Silent Email Campaign was presented.