How Shelby Sapp Makes $5M/Month From One Webinar Funnel

Online coaches and consultants, if you’d like to sign your dream clients and scale, there's a link below that shows how we can help. It's a funnel, obviously, but it explains what we do if you're looking to scale. 

https://youtu.be/P_H2U2jxYCQ 

Most people think the webinar is what makes the money.

The slides.

The pitch.

The close.

It isn't.

Most prospects do not buy the first time they watch a webinar.

They need to see you multiple times before they're ready to make a decision.

So when your entire strategy is built around a single webinar, you're leaving money on the table.

A large percentage of the people who could eventually buy never hear from you again.

That's revenue sitting on a list you've already paid to build.

Shelby Sapp understands this.

Behind her webinar funnel is an email system designed to bring people back until they're ready to buy.

It's one of the reasons she's doing $5 million a month while many coaches with similar offers struggle to scale.

In this video, I break down exactly how that system works.

If you have a webinar funnel and a high-ticket offer, you'll want to see this before spending another dollar on cold traffic.

Transcript

SPEAKER_00 0:00

This video is going to break down the exact email system that Shelby Sap uses inside of our coaching business that does about $5 million a month to squeeze more revenue from our email list. This is the exact same system that we use for our partners as well that we've been able to scale to multiple six figures per month. I'm going to break down the entire strategy for you inside of this video from start to finish so that if you have a webinar funnel like ShelbySAP does, and you also have a high-ticket offer that costs at least $2,500 or more, you can basically implement this system, just copy and paste it into your business, and you can start to see some serious additional revenue for yourself inside of your business through your email list. So I'm going to walk you through the exact strategy from start to finish, exactly how we implement this for our clients too as well, and what you need to do in order for you to execute this inside of your business. So, first off, why is this even important to start with? Right? The first reason why this is important to implement inside of your business is what we found is it usually takes people around two to four plus webinars before some people finally get to the point where they can buy your product or service. We've literally had people who would hop on a webinar and the setters will even call them and they won't respond to the setters or they will book a call and they won't show up because they didn't just trust the brand enough yet. And then through these emails and through this follow-up with them through email, they eventually come back to the webinar itself, and then that's what now leads them to book a call, and that's what leads them to purchase. So you're not always going to get them the first time. Um, it doesn't always happen like that. You get quite a good number of people the first time, but usually you're going to get a lot less people as you continue to do this. So you basically want to have a system where you're able to still squeeze more from the email list by sending them your webinars over and over again, and that leads to more revenue for you on the back end of this. So usually about 20 to 30 percent of your total revenue can still come from your email list if you're doing this right, and majority of that just comes from those people who you try to engage them the first time, they didn't convert, and they are seeing follow-ups from you, they are seeing emails from you, and then they come back into the sales process, and that leads to the sale for you in your business, and all of this is profit, right? Because you're already paid to acquire the lead, so there's no extra cost for you to squeeze more from these prospects, and they're usually the easiest ones to convert to as well. So let's say you have an email list, you have a webinar opt-in rate of 20%, about 35% through up to the webinar, and you close about seven people. You still have over 193 people that you haven't converted, and by monetizing them properly through your email list, through your dialers, through your setups, through all the possible channels you can think of, is basically how you're going to be able to do that. So this video literally breaks down the same system that Shelby sap uses because she also has a webinar funnel, she has a high-ticket offer, and this video just breaks down exactly what she does so that you can implement that in your business because that is literally what we do for our partners too as well. So the first thing here which we really want you to pay attention to is the volume. So there's no way you're going to make any money at all from this if you don't have enough volume. So the first thing you'll notice here from Shelby Sab is she's sending an email every single day. Now, you don't need to do this if your list is still small. So if you have about 2,000 people-ish on your list, you don't need to send emails every day yet. But once you start to hit like 10k plus people on your list, then you can start sending this daily email. So the first thing you notice here from this breakdown is she sent an email every single day. And I know a lot of people have um the ache about this. But if you look at your inbox right now, there's hundreds of brands that are constantly emailing you. So if you don't constantly have ways to get in front of your prospects um via email and you're very consistent, you have enough volume, there's no point in even using the channel because you're not going to get the maximum engagements that you can from the email list. And if your emails are engaging, if they are fun, if people find value from them, people will genuinely look forward to seeing your email in their inbox every single day. And you can't have that happen to you unless you've built a cadence of consistency. So you want to first think through this of okay, if I truly want to maximize email as a channel, then we need to be leveraging some emails here so you can truly maximize this as one of the main channels. So volume is very important. That's the first thing to note. The second thing, which I personally believe is the biggest unlock for us so far when it comes to this, is having variety in the type of emails that you're sending and in the call to action for the emails that you're sending. So the biggest mistake people make that just literally kills their email list, which has affected us before in the past, is they only have one funnel, which is the webinar funnel, for example, and literally all they do on their email list is promote the webinars over and over and over and over again, and that creates an insane level of email fatigue where people would literally not just open your emails anymore, and they would open, but they won't click the email, and it just really creates very low engagement from the email itself. So the first thing you want to do if you have a webinar funnel or any type of funnel where you are getting leads consistently via your email, you want to have as much variety as possible with the call to action and the pages you're sending them to via email. So, some examples of what this looks like for Shobisap is she has this page where it's literally a webinar recording, right? She has timestamps on the webinar recording, and this is one of the pages that she's sensible to as well. So, webinar recording page, that's one. This is the actual webinar opt-in page. So she promotes the webinar at least once a week, but maybe only like one day out of the week is what is dedicated to the weekly webinar, and the rest is to the different variants of call to actions that she has. So you don't want to have the webinar be the only thing that you promote every single day. You're going to really fatigue the list if you do that. So basically, what you want to do instead is um just like Shelby Sapp does, have multiple different call to actions. Um, this is another call to action again. This is a VSL where they delay the application button. So literally the same thing as well. Where VSL where they delay the application button, and again, a different call to action. Another VSL where they don't delete the application button in this case. Some other ones we've tested is um for our clients, some of our clients do five-day challenges. So we usually take excerpts from those challenges and then we send people to them as free content pages, and then at the bottom of that, obviously, we have a call to action. So, literally, what we did was we literally built all of these different pages for our clients too, as well. One-minute webinar recording, some VSLs. We had our clients film multiple VSLs, we had all these different content pages. Sometimes we just send them to a sales page, that's another really good one. We also made a sales page too, as well, pretty much, where we kind of break down the offer for those who have been on the webinar before, and that sales page is another call to action that we send people to. And if someone goes through that sales page, they'll learn all about the offer and then they can book a call. So we have all these different variations of call to actions that we can use where we send them some case studies sometimes, we send them challenge recordings just to give them value. We have the VSLs, we have the um webinar recordings, we have the webinar itself, and then we also have like these sales pages that we built that just breaks down the offer for people who are already product aware, right? And most aware rather, and we make these people more aware of the offer and then have a call to action there too as well. So we've just basically varied all these call to actions and it led to a serious increase in our engagement rate. So let me just show you some stats on this so you know what exactly why I mean. So you can see here, um, this is the month of May, literally, um, May 1st to 29. And you can say the average click-through rate for us was 0.54, which to be fair is good because the KPI is around 0.5% click-through rates inside of your emails, not click to open rates. I mean, out of everybody you send the email to, at least 0.5% of them should be clicking the emails, which is great. But we added the variation thing, and you can see so far in June, from the 1st of June to the 19th of June, we can see it's 0.89%. So this is almost a 70% increase in the click-through rate for the client because we added all of these different pages and we just had a lot more variety. So, what we are going to do now is the ones that got good clicks and a good amount of applications too as well, and people booking calls, we are now going to reuse more of that, and the ones that didn't like do really well. We can test different angles to try to pitch them or we can cut them completely. So you can see we have these ones doing 2.97%, 2.72%, 2.04%. It's all because of the variety that we have with these different emails, and these emails are not going out to 2,000 people, they're going out to 10,000 plus people, by the way. So this variety is literally how we're able to do this. So this is literally the biggest thing. If you wanted to take anything out of this video, if you're someone who has one funnel right now and you're looking for how to get the best from your email list, you need to have this variety in place. I have absolute conviction on this just from the numbers that we've seen, not only on this client's account, but on multiple other clients' accounts too as well. So, extremely important. If you want to milk your email list, you have to have variety in how you set it up. The next thing now is variety in the types of emails that you send. So you can't just only send story emails, you can't only send direct emails, you have to vary the type of emails that you send to as well. The key thing with email is you don't want them to know what to expect. Like every new email is something they didn't see coming, either in the structure of the email or in the call to action of the email. So you want to have variety in the type of email that you send to as well. So some examples from just looking at what Shelby SAP is sending is news emails. So it could be news about you. Maybe you just had a baby, you went on a vacation, you had a fight with a colleague, literally any kind of news, just won an award, literally anything. You bought a car for your dad, you bought your mom a Lambo, whatever it is, you can use news for you and just try to link that back to your offer or your products. News about your markets. Let's say you offer sales training, for example, or you're an immigration lawyer or anything, any news that happens around your markets, you can use new regulations that come in your markets and so on and so forth. Like we have a client, for example, that helps people and we're starting their med spa. So let's say there's a new regulation that prevents nurses from being able to start their med spa. Again, you definitely want to talk about that in your email. So, news about your market is another type of email that you can send. Then you also have news about the world, and that could be things about Trump, about anything literally that you want. You could also link it to like events and holidays. So you can have a Mother's Day email, a Father's Day email, a June 10th email, and so on and so forth. So, literally, um, this is one of the examples from Shelby SAP. This is a Mother's Day email, and this is a really good email because in this email she talks about how much the mothers in their community are making, which is really cool, right? And that's the news email. So you also have emails that are just simple copywriting principle, pain agitates, solution. They just talk about their pain. The key thing to note here with Shelby is the pain points are usually very specific and very descriptive, right? She doesn't like talk about let's say you help people with starting a business, you help nurses start a business, for example. A pain point for a nurse is they are burnt out, right? And that's a pain point, but it's not like very specific enough. Have an email talking about the fact that oh they get home and they don't have time for themselves when they get home, they have to rush to bed. It's very specific, very descriptive pain point, and that's how you want to start the email with a very specific pain point like that. So that tends to work really, really well, and it's just a pain agitated solution. Now you can use very classic, um, simple emails like that. Just make sure the email is very, very specific, and the pain point you choose is extremely specific to us. But um, you have emails about their desire. So this is where you want to future paste them again. You want to be very specific with the future that you're painting for them. You don't just want to say, Oh, I'll make more money or have more time for your family. No, describe it, like have them be able to like see here, like use words that will allow them to see, hear, and touch and imagine the future you're trying to paint for them, right? So you have like this one, you deserve to work from your couch in your pajamas if you want to. Very specific. You deserve to take a Pilates class on a Tuesday morning without asking anyone's permission. Very specific. You deserve uncapped earnings that actually reflect how hard you work. You deserve to make a random flight on Wednesday without checking how much PTO you have left. All of these things are very specific to the situation of the ideal market. So when you're talking about your desires too, as well, you want to be very, very specific. You can also use story emails, so personal stories about your life. We've written emails about our clients, children, um, about the experiences, their past and present, and even future experiences they plan to have. Story emails work insanely well. Um, so that's one variation that you can use to as well. And this is an example of a story email from Shelby talking about our conversation with an Uber driver. So, um, yeah, this is a very good email too, as well. You can tell stories about celebrity. So this is kind of similar to news, or maybe something happened with celebrity. There was one time we wrote an email on how one of the Kardashians got an Ivy hydration, and we had an Ivy Hydration client back then, and that email did really well. So, celebrity is a very good one, and stories about your students, so student testimonial, student case studies, any stories you can pull from your students are usually very, very good ways to have your email. So you can see just so far, you can see how like all of these emails are very uniquely different in their own way. So you need to always literally spice it up with your emails every single time if you want to maintain that consistency and variety in the emails, and then emails around like limiting beliefs, fears, and objections, this one are really good. Um whenever you see any limiting beliefs, fears, objections, um, you want to have emails where you just call them out directly and address them. Majority of the work you'll be doing in your emails would be this, regardless: limiting beliefs, fears, and objections. But the other types of emails that I have here, they kind of disguise that process where the points you're still making at the end of the email is usually something around this area, but um you can have emails where you call them out directly too as well and address them. And yeah, that this email here basically does that as well for Shelby. Uh, and then just pure urgency and scarcity email. So these ones literally crush because let's say your webinar is starting in one hour. Um, you can send an email just telling them to register for that webinar starting in one hour, and this one's literally crush insanely well because they just have that baked in urgency and scarcity in them, and the webinar generally starts in two hours, in three hours, the webinar starts that day, so people are feeling the need to want to register so they don't miss out on the webinar. So, even if you've not spoken about webinar throughout the week, if you have weekly webinars consistently, having these urgency emails would literally crush it's so insane how well these work. So, that's an example of this one here, too, as well. And then there's obviously a combination of all of this, so you can mix and match any of these together, you can mix story with desire, you can mix limiting beliefs and fears and objections, you can mix that with pain, you can mix this in any way that you want, you can mix news with pain, you can mix news with desire, and so on and so forth. So, you can have a combination of this. So, this will give you a bunch of different ways that you can actually structure your emails, and that will lead to you having that variety that you need to have to make the best out of your email list for sure. Um, in terms of KPIs to shoot for, you want to have anywhere from um 20% open rates, you can go all the way up to 50% in some cases. KPIs for click-through rates about 0.5 to 2%. Um, this client I was showing you. I'm sure if we just keep doing what we have been doing so far and just have more variety and all, we can get this number to one plus percent, and that would be a very good place if you're able to do that, right? So that's going to be really good for us. And you can see, like, we've sent over 170,000 emails this month alone. So um, we send a lot of emails for the client. So imagine 1500 clicks already this month. That's a lot of clicks, and they're all going to our different offers, our different call to actions, booking call with the sales team, and so on and so forth. So there's that too as well. And then the next thing here is um deliverability. So, one thing that can really cue your email list is deliverability, so some best practices. And when someone signs up for your webinar, first off, don't add them to your daily sending segments yet. Let them go through the pre-webinar automation, the post-webinar automation. If you have any additional follow-up after your post-webinar automation, let them go through everything. And then anyone who does not click or open any of the emails, you can basically just suppress them from that point and just ignore them and never send them anything again because they've basically been on your list for about two weeks now and you haven't opened or clicked anything. You can suppress them. Everyone who clicked the email, those are the ones you now add to your daily sending segments, and you want to send to anywhere from like 30 to 60 day engaged segments, by the way. Anyone who now clicks the email is what you had to your daily sending segment. Anyone who opens the emails but does not click, you want to add them to what we call a re-engagement email segment where you have a bunch of people who have not engaged with you, who have opened your emails but they haven't been as engaged, and you want to basically send these people value like once a month, and then if you send someone like value like three to four times and they haven't still opened or clicked anything, you can now suppress them too as well. And then when someone clicks, you take them from where they are and then add them to your daily sending segment. And then one thing that will also very help your deliverability for sure is asking for replies often. Ask them to send you back replies to reply to this and to reply if they want a freebie when they join your email list, have them say yes if they confirm they've received the link and so on and so forth, and then the re-engagement email, like I said, for those who don't fit into that engage segment, you want to send them different kinds of re-engagement emails, so just re-engage them back as well into the email list. So that's basically a summary of the entire system. But I genuinely encourage you to implement this inside of your business. If you love my team to help you set up the entire thing from start to finish, just respond back or DM me on Instagram, or there's a link in the description that you can check out. You can book a call with that link to as well. And I can talk about how it can help you set this up. I hope this was valuable to you. Like the video, subscribe, and I'll see you in the next one. Peace.