Welcome to another email teardown!
These posts will give you an inside peek into what’s happening in email today. We’ll be looking at email funnels from top marketers, breaking down each email, and analyzing what’s going on with the copy and strategy.
For today’s teardown, we’re taking a look at the emails for Caitlin Bacher’s Fab Facebook Group System. This course promises to show you how to create a profitable Facebook group in 60 days or less.
As an outsider, I never really know how any of these emails are performing. But based on what Caitlin shares, this course is selling very well.
According to the sales page for one of Caitlin’s other programs, she made a million dollars last year selling her signature course. She also shares that her evergreen funnel makes six figures every month.
With impressive numbers like that, I can’t wait to see what she’s doing with her emails! Let’s take a look at this funnel.
13 emails sent over 7 days
- 6 webinar emails
- 3 sales emails
- 3 closing day emails
- 1 follow up email
5 day cart open period
Course price: $997
Type of funnel: ???
Caitlin says it’s an evergreen funnel, but it’s not exactly. You can’t just go to her website and sign up for the webinar or buy the course.
There is a waitlist though, which is probably what triggers the funnel if you don’t find it through an ad. (I haven’t tried it out to see, but the waitlist is here if you’re interested.)
Let’s get into it!
This funnel had a total of 6 webinar emails — 4 reminder emails and 2 replay emails.
The 4 reminder emails are almost identical. They’re WebinarJam generated emails with minimal customizing.
We talked about this in our last email teardown and I’m gonna say it again — get yourself a show up sequence!
The problem with sending these generic reminders is that you don’t know someone’s intent when they register for your webinar.
If they signed up because they were really interested in the topic or they’re already a super fan, then you’re probably going to be good with these types of reminders.
But what about the rest of your registrants? The ones that saw the ad and thought, “I should totally learn about that. I’ll sign up and see if I have time.”
Or the people who are cold leads and have no idea who you are before seeing your YouTube pre-roll ad need some warming up.
Those people probably aren’t adding your masterclass to their calendar and setting aside 2 hours on a Tuesday morning to attend live.
Every email you send needs to sell something.
Before your cart is open, you’d better be selling them on showing up. Don’t leave it up to chance. Tell them why it’s a can’t miss event.
After the webinar, we get 2 emails about the replay. One from WebinarJam and one that’s more personalized.
Email #5: REPLAY! Only for those who attended live…
Even though I didn’t attend this webinar, the software seems to think I did. If you’re going to send out conditional stuff like this, double check your settings to see that they’re going out to the right people.
Otherwise, it’s a pretty basic email. No urgency, no expiration date, no reason to click through and watch right now. It’s here for me…just in case.
Email #6: Read this BEFORE you watch the replay…
Again, I didn’t attend the webinar, so the tagging might be off here.
It’s just a quick email to let me know the replay is available for a limited time. She frames it as a way to help me get all the important info so I can start putting it into use.
Notice that there’s no mention of the course in this email. Caitlin’s following one of my favorite copywriting rules — the rule of one.
There should only be one goal per email. The purpose of this email is to get me to watch the replay. She’s not diluting that by also including a link to the sales page.
Email #7: The #1 reason you aren’t getting MORE clients and customers from your FB group
Let’s talk about this subject line. It’s long. There are several long subject lines in this funnel actually.
But it’s not a problem. It might even help with open rates.
Sometimes you’ll hear to avoid long subject lines because they’ll get cut off on mobile, but when you look at the data long subject lines can work well.
According to research by Return Path, subject lines between 61-70 characters have the highest open rates. This one is a bit over that sweet spot at 78 characters.
The subject line is long enough to pose a specific problem the ideal buyer wants to know more about.
The main body of the email is all about sharing a powerful case study that demonstrates how easy it can be to get clients and customers from your FB group — if you have this system.
She’s selling the immediate benefit of joining as well as the long-term benefits you’ll get as a student.
Not only could you start making sales within weeks of implementing this system, but you’ll also get lifetime access to group coaching calls. That’s a win-win.
She uses the P.S. to dig into the problem posed in the subject line and positions her system as the solution.
She even calls the problem “100% fixable” and offers to answer any questions you may have about the program.
That’s so powerful. Imagine if you’d been struggling to grow a Facebook group that bring you leads and supports your business. And here’s someone that not only understands the problem but diagnoses it as fixable. You’re definitely listening, even if you’re not sold yet.
That’s why it’s important to get specific in your copy. You want your potential buyers to see themselves reflected back. It builds a lot of trust when you can show you understand people on that level.
Email #8: How many people do you need in your group to have a five figure month?
Great subject line! I want to know the answer to that question for sure.
It’s very specific too. It’s not “How many people do you need in your group to make sales?” No, we’re talking numbers that a lot of business owners want to have in their business.
This email is another killer case study from a student.
At the beginning of the story, she shares this student’s income before the course. It’s subtle, but it’s a great way to pre-qualify buyers. If someone sees that number and it feels way too big or way too small, it can help them see they’re not a fit and self-select out.
Reading through this story, the results sound incredible. But looking at it with a critical eye (like you might when considering buying a course), it raises some questions. What did she sell to hit those numbers? Has she continued to do that month after month? How long has she been in business? Can it really happen that quickly?
You want to be careful sharing stories that sound too good to be true. As Victor Schwab writes, “Facts that are incredible prove nothing; an advertisement which arouses nothing but disbelief is an expense, not an investment.”
She does mention in the P.S. that she talked more about this student’s results in the masterclass. I’m assuming she goes into more detail there and answers some the questions that come up there.
Email #9: NEW BONUS! The Fab FB Group System enrollment period ends shortly!
This email gives a summary of what’s included in the program and outlines all the bonuses you get when you join.
Notice what she’s NOT doing with this summary. She’s not outlining the number of videos in each module or how many PDFs are included.
Instead, she’s focused on the benefits. It’s not just what you get. It’s why it matters and what it will help you do. It’s a great example of benefit-focused copy.
After she outlines the sweet stack of bonuses, she adds up the total value of the course. Compared to the payment plan price, it looks like a steal. It makes the whole thing look like a comfortable investment.
Email #10: Last day to enroll in The Fab Facebook Group System…Any questions?
It’s the last day to buy and we’ve finally gotten to the FAQ email. (I love writing FAQ emails!)
Before she dives into the questions, she explains why she created this program. And she uses some *magic* words.
Caitlin explains that she created this program to be 100% doable for busy people. Then she drops those words that are in every copywriter’s toolbox: “even if.”
“Even if” works as a bridge that gets your reader from where they are to where they want to be. It dispels their objections while delivering the outcome they want.
So this program is totally doable, even if you’re a busy mom or work a 9 to 5. The excuse that was holding you back isn’t a problem.
Remember to add “even if” to your copywriting toolbox. It works!
Caitlin drops a testimonial from another happy student before diving into the questions.
The first question is very broad. Reading that, it sounds like just about everyone could join this program.
I’d include something about the types of business owners this system works for best. Is it for course creators, service providers, MLMs? What do her most successful students sell?
The questions are mostly about course logistics, but your FAQ can also counter objections. This one doesn’t really dig into the biggest question I had: are Facebook groups still relevant in 2018?
That’s the elephant in the room, right? I see so many dead groups. There’s also been a lot of big groups that have been closed or abandoned in the last year or so. If you don’t have a FB group yet, it can feel like you missed the gold rush and all that’s left is ghost towns.
It’s an objection she could easily overcome with student examples and the fact that Facebook has publicly shared their commitment to facilitating groups. Facebook groups aren’t going anywhere!
It would also be a great way to position her system as the way to do this the right way. All those Facebook groups that aren’t working just don’t have this proven step-by-step plan.
But that fact that she doesn’t even address could leave some potential buyers with that question hanging in the back of their minds.
Email #11: Is hosting a Facebook group REALLY right for you?
This is a great subject line…but the email doesn’t really answer the question.
I thought she’d be talking about the time commitment of hosting a group and how her system makes it easy. (Maybe even talking about The 15 Minute Method bonus from a few emails ago.)
From some of the other emails in the series, it sounded like time was a big objection, but in this email she’s addressing the price objection. She counters that by sharing her refund policy, making it sound like an easy enough process if you give it a try and aren’t happy.
Next, she shares even more customer stories. If you have results like these for your program, don’t just keep them on the sales page — add them to your emails!
Email #12: LAST CHANCE: Just a few hours left to join The Fab FB Group System!
Before the cart closes, we get one more email. We see some future pacing that outlines what you can expect 30 days after joining the course.
Once again she mentions the guarantee and makes the investment feel really safe. If it doesn’t work for you, you’re not out of luck.
It’s a simple email with just a few links leading to the sales page. At this point, most people would know if it’s right for them or not. It’s just about deciding.
This is the last email in the sales sequence, but there’s one more email after the cart closes.
Email #13: Can I ask you a question?
The follow up survey is a great way to close out a sequence. By gathering data from the people who went through the whole launch, you can find out what objections your copy still needs to overcome.
If you’re thinking about optimizing an evergreen funnel, add an email like this on to your sequence now. Once you have some answers, you may start to see patterns that can guide the changes you make.
After going through those emails, it’s clear why this is a million dollar course — her students get results! She also knows how to position her product and weave her value proposition throughout the funnel.
It’s really well done. Caitlin’s clearly a pro!
That’s all I’ve got for this week! Now I’d love to hear from you.
What are your biggest takeaways from this email teardown? Any lessons you’ll be using in your own emails?