How Trusting Her Energy Turned a Struggling Launch Around

Introduction and Special Guest Announcement (00:00)

I’m calling an audible today if you’ve listened all the way through to the end of episode 4. And I say all the way through like it was hours long. It was really like 20 minutes or something. I mentioned bringing in a very special guest. Now that is still happening. Do not worry. It is coming soon. I’m just going in a different direction for now.

If I had to only choose two things that you learned from me — I hope you learn one, that email is a tool that will help you reach your goals. Sending and submitting the email into the ethers is not really the point of sending your email, but rather it’s what that email can help you access. That is the whole point of email marketing. And number two, the second thing would be that your energy matters in your emails. I mean, really, truly your energy matters for all of your content, but specifically for this podcast and the work that I choose to do, energy impacts your emails.

The Power of Email as a Tool (00:21)

Email being a tool, a vehicle, rather than the destination is a point that I make in every single training that I give to business owners and when I speak with communities. And I make this point every time because I find that people can have a somewhat limited view of what email marketing is capable of and what it can really look like and do in their business.

Now absolutely no shame or judgment if that is you too. I suppose there’s a chance you’re listening as a fellow email marketing expert, but my guess is that your expertise is really in anything other than email marketing. So it makes total sense that you’re not trying to know all things about email marketing. And yes, to be fair, newsletters and sales launches are both very typical places to start when it comes to using email marketing in your business. But if you are only using emails for those weekly or bi-weekly newsletters and the occasional sales launches, you’re only using about 20% of what email can do for you. And 20% might be generous.

Understanding Your Goals with Email Marketing (02:50)

So what about the other 80% of what is possible with email marketing? Yeah, we could go through all of the different ways to use email in your business, but it’s a much better approach to start with what you want in your business and your life. I firmly believe that if you can dream it, email can bring it.

I posted a thread back in September of 2024. It said, tell me your deepest desire in your business, dare I say life, and I will show you how email sequences can help you get there. Ready? Go. Now someone took me up on this and I think they were trying to stump me because they responded, find deeper meaning in a higher power. Do you suggest Constant Contact or MailerLite?

Let’s go. Like, I love this. I told them, of those two options, the usability of MailerLite is way more likely to help you find deeper meaning in a higher power. I also said that sending emails can sometimes be as cathartic as journaling, and you have no idea who might be on the other side of those emails, and then they respond in a way that totally resonates. A few days later, this new friend came back and reposted my original thread with these three words — reader, she delivered.

So when I say your deepest desire for business or for life, I genuinely mean it. There is absolutely a way to take your goal, whatever that might be, and reverse engineer it so that your email marketing strategy can help bring it to life.

One of my biggest goals the last few years has been to take a summer sabbatical. I’ve got four school aged kids. They are currently in 10th, 8th, 6th grade and kindergarten. They are home all summer and I want to have fun with them while we’re still together. I mean my oldest is a 10th grader. I’m more than aware of the fact that we have very limited time together as this unit of six. I want to enjoy this time and I want to enjoy these years while I have them. So last year I took what I now call a sabbatical light. I did still work about 10 or so hours a week and this year will be very similar. I want to do another summer sabbatical.

But you can bet your cutie patootie that email marketing is a huge piece of how taking seven to eight weeks off from my business in the middle of the year is a viable option for my family. Of course, how you use those emails also impacts how effective they are at helping you reach those goals.

The Impact of Energy on Email Effectiveness (07:44)

Now it’s one thing for me to say that your energy impacts your emails. But it’s another thing to watch it happen in real time. I got a voice memo from a client this week that illustrates exactly what I mean. So this is a client that I worked with last year and she’s been listening to the podcast. I got her permission to share what she told me. So here we go. Let’s call her Client A.

Now some background context for you. Client A launched an offer last year. It went really well. She got results that honestly exceeded her expectations. So when she went to go launch this same offer again earlier this year, she decided to bring in a launch strategist to see what would be possible if she did it a little bit more by the book. Client A followed the plan that this launch strategist gave her, which looked like more emails and a tighter timeline, a little bit more urgency to encourage people to take action. And somewhere in the middle of all of this, Client A hit a wall. She voice noted me that this launch sucked because I don’t feel good about my emails. Those were her words.

And then she did something that might’ve felt a little counterproductive in the middle of a live launch. She stopped sending emails for like a solid week. She did not email her list. She still showed up in stories, she still made some social posts, but her emails, she just didn’t send any for like a full week until she felt good about them again. It was like a Sunday when she was just taking stock and checking in and she was like, you know what, I feel good again. I’m ready to send something to my list. I’m gonna start with my waitlist because they are my warmest audience. And then the next day on Monday, I will send a regular email to the rest of my list. And so that’s what she did.

In her initial emails that she was sending to her people following the launch plan, she was getting like a 27 to 35% open rate, which those can be good numbers — the industry average for open rates are around 30%. And I have my own little spiel about how open rates should be taken with a grain of salt. But after she took a break from emailing her list, after she did not email them for a whole seven days in the middle of her launch, when she started emailing them again, her open rates went up to 42%. And she told me, she was like, it’s so crazy. I made so many sales. You were talking in the podcast about people being able to feel your energy and I could feel like I was just forcing the selling. And I’m sure that my people could feel it too. You reminded me that my energy matters and that’s why I stepped away until it felt good again and it worked.

So when she first sent me this voice message to tell me about this, I immediately just sent her a gif of somebody jumping up and down and dancing because I was just so excited for her and I just wanted to celebrate her and I was so happy.

Now to be very clear, no one, especially not me or my client, is trying to dog on the launch strategist or her plan. That launch strategist shared what is very much considered to be best practices in the launching sphere. As a fellow email expert, nothing about this launch plan on paper alarms me. It could very much be considered a solid plan. What she recommends works for a lot of people and for a lot of businesses. But best practices don’t mean jack squat about whether or not something will work for you.

Client Case Study: Energy and Email Strategy (13:02)

As Client A was sharing the story with me, it reminded me of something I noticed during the Winter Olympics. I became obsessed with curling this year. I mean, waking up early, staying up late to watch these rounds. I was learning all of the rules and googling the terminology. I’m a real big fan of curling now.

If you’re not familiar, curling is the sport where teams take turns throwing or sliding these 40 pound stones down a really long sheet of ice. Everybody’s trying to get their stones to be the one closest to the button, which is like the center of a target. And you’re trying to get your stone to be closer than your opponent’s stone.

There’s a person on the team called a skip. You can think of them like a captain. They’re usually the one calling the strategy. How are you going to throw the stone? What angle? How hard? What are you trying to do with the stone? Are you trying to knock an opponent’s stone away? Are you trying to protect your own? There’s a lot that goes into this. And towards the end of a round — which is called an end — when there are a lot of stones in play, that strategy can get complicated pretty dang fast.

What I found so interesting as I was watching all of these rounds and all of these games is that even when the skip is calling the plays, if the person who’s actually throwing the stone, who’s known as the shooter, if the shooter doesn’t like the call, ultimately as a team they change the call. Because the shooter has to believe that they can deliver the throw. That they can do the thing that they’re being asked to do. Their confidence in the decision directly impacts the accuracy of their own throw.

And so when Client A was telling me about what happened in her launch, this is exactly what came to mind for me. She had a strategist calling the play and it wasn’t a bad play. It wasn’t a wrong play. But Client A didn’t feel good about it and so it impacted her confidence and her accuracy when she was sending the emails and her audience could feel it even before she could name it. She saw it in those lower open rates and she said like some sales were coming through but not a lot of sales were coming through.

Your energy going into your emails is your throw. And if you do not believe in what you’re sending, if you don’t like it for some reason, your people will feel that every time.

So going back to Client A and this launch strategy, which again, sounds solid on paper — I’m not bashing anyone here — the strategy wasn’t necessarily the problem, but how that strategy fit in with Client A’s energy, or rather how Client A felt about this strategy, that’s where the struggle came up. And that’s the thing that I help people work through often.

Whenever I give clients an email strategy, which is my recommendation of how they can best leverage email as a marketing tool to help them reach their goals — in the case of Client A, this would be filling an offer — hypothetically, if I’d had these conversations with Client A, I would ask her, so here you go, here’s my recommendation, how do you feel about this? And even if she tells me she feels fine, I can usually sense when there’s some trepidation underneath, so I could dig into it a little bit.

So again, hypothetical conversation, none of this has actually happened, but it might go something like this. Client A, tell me, what about this aren’t you loving?

And based on what we now know, Client A might’ve said something like, this feels like a lot of emails to send in a short amount of time. So I get to say like, yeah, that’s valid. Especially when you are used to sending one email a week, 12 emails in a two week period is a pretty big shift from that. And then we get to go deeper. Like, tell me, what about sending 12 emails in two weeks stresses you out? What about that makes you worried?

There’s always a little bit of give and take here between my clients and I. I get a feel for where does more education and insight on the why of the strategy come into play. Again, they’re not the email expert. I’m the email expert. And so this might be a chance where I get to educate them on why this number of emails can be helpful and impactful and remind them that their audience are people too who need multiple reminders, who have good intentions and maybe click the button to go check out, and then like life happens or their kid comes in or something comes up that distracts them and they forget. And so multiple emails in a short period of time gives them that chance and gives them those reminders to show up and do the thing that they wanted to do.

Creating Effective Email Campaigns (17:18)

And when I’m working with my clients, I get curious about what would help a client feel good about the strategy. We can always play this by ear. We could always take this email by email. Now, the middle of a launch is notoriously slow when it comes to a sales launch. People love to buy at the beginning and people really love to buy at the end. I’m very much a procrastination buyer. And so if we notice that things are slow in the middle, that doesn’t necessarily mean one thing or another. It could just mean it’s the middle. We still want to send the emails. We still want to let people know that this is going on and give them the opportunity. But it is pretty typical not to see as many sales in the middle of a launch period. And then inevitably there’s always a little bit of pulling back and adapting the strategy so that the client feels great about it too.

There is a version of a launch sequence that might feel like forcing and selling and like too much. And there’s a version of a launch sequence that feels like a clean, clear invitation. And those two launch sequences could have the exact same number of emails.

Here’s why it matters. People need multiple touchpoints. It is easy to put something off when you think you have time. And over half of the people in the world have emotional authority, which means they genuinely need to take time to process a decision. Multiple emails give them that chance to ride their waves of the highs and the lows — this could be amazing, this could be awful — and then neutralize out and be able to make a decision that feels good for them. So you give people the option and you come at it from multiple angles to really help speak to all their needs.

Again, Human Design can be so helpful here because we don’t have to hit every single possible angle. We can do a whole heck of a lot with a lot fewer emails because we know what’s best for you to focus on based on your energetic blueprint, which does include in large part who your ideal audience is, what they need and want from you, and what about you makes them want to work with you. When we can just focus in on that stuff, we don’t have to worry about all the rest.

I was talking with a different client one time about sales emails in her business and she said she hated selling in emails but really did love being in a sales funnel herself. So I asked her what about sales funnels did she enjoy so much? And she reflected how it feels good to her when it’s clear and obvious what’s going on. Like, hey, guess what? I’m going to sell to you now, okay? And like, yes, please, exactly — more of that. You don’t need to be sly about selling or promoting your offer because you know as the sender that they know — your people receiving emails, you know that they know that you’re selling. So let’s just call a spade a spade. Let’s address the elephant that’s in the room and get to the actual point of it all, which is how much better you’re going to make their lives and how it’ll help you keep feeding your family. Both of those things are pretty great.

One email that I think can be really helpful to send before your launch officially opens is the please keep your hands and feet inside the ride at all times email.

In the email you can say something along the lines of, hey, I’m giving you a heads up. Over the next couple of weeks, I will be sharing a lot about this offer. There will be more emails from me than usual and most of them are going to be all about this offer. It’s only available for these two weeks and then I’m gonna go back to our regularly scheduled content. As always, if now isn’t the right time, I totally get it. If you’ve been thinking about it, a few extra emails will help give you some clarity and if you have any questions, please feel free to reach out and ask. If you already know you’re in for this amazing offer, I’m not gonna make you wait — early access is right here.

And an email like that really helps change the energy of everything that follows because now your audience knows what’s coming. You know that they know that it’s coming. You have called it out directly. You are not ambushing them at all. You’re giving them a heads up and you’re bringing them along with you.

So whether there’s a little bit of education, there is some adapting that happens, and even if there is some pulling back on the emails that get sent, my goal is always to work with my clients to find that sweet spot that is maybe a little bit outside of what they’re used to, but not so much outside of it that the sheer volume of emails completely freaks them out.

Now, Client A did this on her own. She pulled back and then started up again when she felt good about it. I am so freaking proud of her for doing that and I know that you are listening Client A so I just want to say it again — I’m so proud of you. Bravo. Amazing job. I very much celebrated that when she shared it with me originally and of course I celebrated the results that came from when she followed her energy too, because she said that when she got back into emailing her list again, so many sales came in for her.

She is one very real, very tangible example of how much your energy comes into play with your content. And how even when it seems counterproductive — like not emailing your list for half of your launch window — when you take care of your energy and feel good about what you’re putting out into the world, the results are bigger and better, even in less time, even when it seems like you have less to work with. That’s how powerful working with your energy actually is.

Conclusion and Resources (21:32)

Again, email is such a versatile tool. Literally anything you want to accomplish in business and in life can be done with email. And so if email hasn’t worked for you previously, or if it was working then but it’s not working as much now, take a step back and think about how you’d do it if you could do whatever you wanted with your emails. Because you kind of can.

Now, if you want a starting point for figuring out what this looks like for you specifically, I created the Energy Type Email Playbook. It gives you some tangible ideas for how you can leverage your personal energy in your emails. You can find that link in the show notes. And if you want to go deeper, I offer 60 minute one-on-one sessions where we can look at your Human Design chart, your emails, and your marketing strategy together. That link is also in the show notes.

Until next time, go own your mark. Chat soon.