You’re in for a big treat this week, because we’re going through Amy Porterfield’s emails.

Amy is a household name in the world of online marketing. I’ve known about her for years, but I only started paying attention to her recently.

I began paying attention after hearing Ry Schwartz speak at an event earlier this year.

You’ve undoubtedly read Ry’s text even if you don’t know his name. He’s written for well-known clientele such as Amy Porterfield and Todd Herman.

Ry has already collaborated with Amy on multiple launches. He also mentioned the program’s sales page throughout his presentation.

I searched it up and saved it for my swipe file, like a real copy geek.

I also joined Amy’s mailing list. (By the way, her weekly emails are fantastic.)

I knew I wanted to go over one of Amy’s sequences when I started doing these teardowns. She did not let me down.

I was fascinated as soon as I received the confirmation email.

Sign up for the webinar now so you may save these emails to your personal swipe file.

If you’re acquainted with Ry’s work, you’ll recognize these emails. Many of them will be familiar to students of his course 10x Launches.

(This is only the tip of the iceberg. If you want to learn more about conversion copy, check out Copy Hackers’ whole course: https://training.copyhackers.com/p/10x-launches)

Even though I’d read these emails before (indeed, I’d written a bunch of them before), dissecting this sequence taught me a lot. I hope you will as well!

The facts:

14 emails were sent over the course of 9 days.

4 emails confirming webinar attendance
6 promotional emails
3 final-day emails
1 email follow-up

The cart is available for 8 days.

The cost of the course is $397.

Evergreen webinar is the type of funnel (sign up here)

Let’s get started on the emails!

Email number one: You’re in! Can we strike a deal?

This is a confirmation email for a webinar!

Amy doesn’t just give me the time and date and then say, “See you there.”

Nope.

She strikes a bargain with me.

With this instruction, she vows to deliver. She discusses what I’ll receive if I make the time to go.

In exchange, she requests that I make three little promises. Amy requests that I attend, remain to the finish, and obtain a complimentary workbook.

Isn’t it simple?

That is precisely the objective. She makes tiny commitments. She asks for something tiny rather than anything large. However, it is preparing me to continue on my path.

It all boils down to commitment and consistency, which is one of Robert Cialdini’s six persuasion principles.

“People like to stick to what they have already stated or done. Consistency is activated by seeking for and requesting tiny early commitments.”

Your funnel is essentially a sequence of microcommitments that prime your potential consumers to purchase.

I’ve previously clicked an ad, picked a webinar time, provided my email address, and opened an email to get to this stage in the process. Amy is ensuring that I stay on that road by asking for another micro commitment.

Email #2: Did you know this existed? open your eyes!

A typical funnel will send a “webinar starts in a few hours” reminder email here. Amy, on the other hand, does something different. She begins by telling a story about hanging out with a friend.

The topic of ghosting is brought up. Amy provides an explanation for those who are unfamiliar, and then applies this dating notion to webinars. (Because how many of us have completely abandoned a webinar before?)

I really like her approach here. It’s a novel method of reminding folks to show up. It sticks out among all the automatic webinar reminders that most people send.

It’s also ideal for cultivating relationships with subscribers. The way she presents the reminder makes you feel as though you’re discussing plans with a buddy. I’d never want to ghost a buddy.

Email #3: Look forward to seeing you in 50 minutes for The Ultimate List Building Catch-Up Plan.

We’ve received another webinar reminder email, but this time it’s personalized.

Amy reminds me of how this masterclass will help me and teases information only available to webinar registrants to pique my interest.

This email has an excellent P.S. She gives me a fast to-do list to be ready for the lesson. I’ll be ready to offer her my undivided attention when the time comes.

Email #4: BEGINNING – It’s time to take your seat:-)

The last email is brief and to the point.

But take a look at that P.S. She’s utilizing it to increase engagement. So now I know how I may join in the webinar.

In total, four webinar reminders were sent out on the same day.

And I know some of you are thinking, “Isn’t that a lot?”

No, I don’t believe so. This is why.

Amy understands how to close a deal during a webinar. It’s even covered in her Webinars That Convert course.

So why wouldn’t she do everything she could to ensure that people showed up?

The manner in which she does it is equally critical. None of these emails are bothersome. They’re brief, easy to read, and give value before I even arrive at the masterclass.

Amy’s voice is also quite pleasant. Everything she says feels like she’s trying to help me, not make a sell.

This is repeated throughout the funnel. If you despise salesy prose, Amy’s emails are for you.

[REPLAY] Email #5 Did you notice the added bonus? It’s not too late!

The following email advertises the replay, the course, and a quick action bonus.

Amy tells me that it’s fine if I’m still undecided. But she also wants to give me time to see the replay and decide before the quick action incentive expires.

Despite the fact that there is a deadline, I am not under any duress.

But there is one item in this email that perplexes me.

Amy’s Wildly Effective Email Swipe Bundle is the quick action bonus. It’s a copy and paste of Amy’s confirmation emails.

However, the bonus is mentioned in the text as assisting you in creating high impact lead magnets. I’m not sure what occurred there; perhaps they changed the bonus and failed to update the copy?

That’s the one flaw in an otherwise excellent email!