EP 472 | Turn Passive Email Readers into Click-Happy Buyers
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If your email subscribers aren’t clicking your sales emails, the problem usually started long before the Pitch Sequence.
Inside a VIP Week, we don’t just tweak subject lines or rewrite a few emails. We fix the flow of your funnel (from the lead magnet and thank-you page to the Nurture and Pitch Sequences), so that your subscribers are taking small actions from the very beginning.
Because when your email funnel creates a culture of clicking, the sale isn’t the first time you’re asking someone to engage. It’s just the next natural step.
If you’re wondering why your email subscribers read your emails but don’t actually click on anything, this episode might hit a little close to home (in the best way!).
Allison breaks down why email clicks aren’t just a metric, they’re a behavior you need to train. Because if the first time you ask your audience to click is when you’re asking them to buy, you’re already behind.
In this Email Empire episode, you’ll learn how to intentionally build a culture of clicking inside your email funnel so sales feel like the natural next step, not a big leap.
TAKEAWAYS:
Clicking isn’t just a performance metric, it’s a trust signal. Every time a subscriber clicks, they’re showing that they believe what you’re sharing is worth their time and attention.
The first opportunity to train click behavior starts immediately on your lead magnet's thank you page. A strategic tripwire offer can introduce your audience to taking action right away by buying from you.
Delivering your lead magnet through email (not just on the thank-you page) creates an early habit of opening and clicking in your emails.
A strategic Email Nurture Sequence should send readers somewhere intentionally (like short face-to-camera videos on your website) to deepen trust and build engagement.
When you consistently invite small clicks before your pitch sequence, buying becomes a continuation of an existing behavior instead of a brand-new ask.
Resources:
Listen to episode 469, The Real Metric That Drives Email Sales, and episode 471, How to Improve Your Email Click Through Rate, to learn more about email click through rates.
Want to learn how to strategically set up a tripwire on your lead magnet's thank you page? Check out Tripwires That Sell!
If your emails are getting opened but not clicked, VIP Week is where we fix the strategy behind that, and fast! Snag one of the 12 VIP Week spots available in 2026 by clicking here.
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License code: 8G1GJZZDCLKGU9NR
Artist: : Benjamin Tissot
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Transcript:
Hey, hey. Welcome to episode number 472 of the Email Empire Podcast. Today we're digging into creating a culture of clicking in your email funnel.
This is a philosophy I have and I have used it to build email funnels for six, seven years at this point because I think it's something that a lot of entrepreneurs forget.
So let's dig in, shall we? If the first time you ever ask someone to click a link in your emails is when you're asking them to buy, you've already lost the sale because clicking is a behavior and behaviors are built. Your email subscribers aren't going to magically just start clicking the moment you open your cart.
I would love it if they would, right? It would make life so much easier, but that's not the reality of our situation. You need to create a culture of clicking in your emails. So what does this actually mean? A culture of clicking means your subscribers expect to engaged. They're used to taking small actions.
Clicking feels normal, easy, and low stakes. You've trained them that your links, whatever they're clicking on. Actually leads to something value. If someone hasn't clicked inside of any email, why would they magically start to do that when you invite them to click onto a sales page Here in the podcast, we've talked a lot about click rates lately, so check out episode 469 and 471 if you wanna dig deeper on this idea, and I will put those links for you in the show notes.
So while click rate. Our performance metric, they are also a trust metric. Every click says I'm paying attention. I believe this would be worth my time. I am willing to move forward. If that muscle hasn't been exercised before your email subscriber enters the pitch sequence, your sales emails are going to be doing way too much of the heavy lifting.
Okay, so now that you're on board with the, the idea of creating a culture of clicking, let's talk tactical strategies. Where are the spots that you can do this in your email funnel before your email subscriber ever enters into the pitch sequence? The first place you could do this is in your tripwire offer that lives on your lead magnets.
Thank you page. The moment someone opts in to download your lead magnet is a great place to say, hey. I am open for business and I have this pretty cool thing that will help you get even better results. You're literally teaching them, this is how we do things here I am open and ready for business. If the only thing on that page is a confirmation that in fact they've downloaded your lead magnet and that it's on its way to their inbox.
You've missed out on a huge opportunity. If you wanna learn more about Tripwires, I have a digital product called Trip Wires That Sell, that teaches you step by step my tripwire process. My trip wires convert right around 10% and it's been a great way to create, again, that culture of clicking in my email ecosystem.
There's a link to more learn more about trip wires, Excel in the show notes. Okay, so that's the first place. The second place where you can create a culture of clicking inside of your email funnel is in that very first email. If you want your email subscriber to click in your emails, the thing that they want, the thing that they raise their digital hand and said, yes, I actually want that.
Your lead magnet, sure as heck, better be delivered via email. I've seen a lot of lead magnets get delivered on the thank you page, which I get. And that used to be what we did back in the day, like 20 17, 20 18, 20 16. We delivered that lead magnet right there on that thank you page because it was fresh top of mind and it made sense.
Right? I understand that logic. But now that we're really driving traffic and creating this culture around our email marketing and our email funnels. We've gotta start that from the very beginning so that lead magnet gets delivered via that very first email that someone gets after they've downloaded the lead magnet.
The third place where you can create a culture of clicking in your email funnel is in every single go Star nurture sequence, email,
when I design nurture sequences for myself, for my clients, I always, always, always, always include video in my nurture sequence. Now, if you've downloaded a lead magnet from me, you know exactly what I'm talking about. I put a video in every. Single nurture sequence, email, and I'm not talking about embedding a video.
In that email, I am talking about linking to a page that drives traffic to your website. So why? Why do I wanna do this? I want them to get used to consuming information on your website. You own your website, you can put a pixel on there. You can retarget through Facebook and Instagram ads if you want, but it drives traffic to your home base.
So your website. Becomes a familiar face to them. Okay? In the email, you're gonna tee up the video. You're gonna talk about why it's so important for them to watch what's in it for them. And you can go so far as to even tell them like how long the Goone video is. And since this video is going to be face to camera, it speeds up that know, like, and trust factor so much faster.
So if you are a coach or you teach, or there's any component of you in the program that you sell. They need to have that factor right, that no, like interest needs to exist in some sort of capacity. So a face to camera video allows them to see you, allows them to see your hand motions, your mannerisms, how you speak about things.
Because while we try to capture our voice as. Well as we can via copy in our email marketing, there is nothing that you can hide, right? When you're talking to a camera or to a person, they see you in your full youness. So these videos, they're short, they're snappy. People don't have time to watch five 20 minute videos, and they're to the point.
They're also captioned because what's the stat, like 90? 2% or something like that of people watch videos on mute, like they're usually in a public place, so they're watching on mute. So yeah, you're totally gonna caption them. What the nurture sequence does when it's strategized in this way is it moves your email subscriber from passive reader.
To active participant and that's what we want. Now, the last place where you can create this culture of clicking is inside of those nurture sequence videos themselves. So let me be clear about this before I dig into this one. The function of the nurture sequence is not to pitch, but, and it's a big, but so, you know, it doesn't lie if you're able to seed offers throughout it and it feels like, oh, right, this makes sense.
If you're consuming this video, like I totally have this digital product that like. Helps you to get deeper results or better results with this concept. If it's the next natural step for your email subscriber,
you can absolutely mention it inside of the video that you have inside of that email in your nurture sequence, and give your email subscriber an opportunity to buy it. There's nothing wrong with that. This could be a great way to see some sales pop in while you're subscribers or going through. That email sequence.
So what I wanna wrap this episode up with is this. If your email subscribers are going through the pitch sequence and you're hearing crickets, if your click rates are low and you're trying to fix them by rewriting all the emails over and over and over again, I want you to get honest with yourself here and ask yourself, are you actually creating a culture of clicking inside of your email funnel?
Remember. What we just walked through. Are you inviting the first click on the thank you page of your lead magnet? Are you requiring the first click inside the first email to download the lead magnet? Are your nurture emails sending people somewhere intentionally? Are your videos giving them a next step or are your email subscribers just.
Reading, consuming, scrolling, watching, but never actually doing anything inside of a VIP week. This is exactly the work that we do. Before we touch your pitch sequence, before we tweak your subject lines, before we rewrite the calls to actions, we map the journey to make sure that that culture of clicking is established.
From the very beginning. We look at your lead magnet, your thank you page, your first email. You're a nurture seeking wounds, and we ask ourselves, where are we building this culture of clicking? Where are we training this behavior? Where are we creating that momentum? Because if a culture of clicking isn't there, your sales emails will always feel heavier than they to, and your email funnel will be dead in the water.
A VIP week is an acute, Hey, let's write some better emails. Y'all.
What we do in VIP week is fix the flow of your email funnel so that clicking feels natural long before buying does. If this episode had you mentally auditing your email funnel while you were listening, I want you to visit the show notes and learn more. About a VIP week, let's build a culture of clicking into your email funnel on purpose so that when you do open cart and ask for the sale, your email subscribers aren't being asked to click for the very first time.
They're just continuing a pattern you've already created, because the more people that click inside your email funnel means the more people will buy. All of the details to schedule your VIP week are in the show notes. Thanks for listening to this email Empire podcast episode. I'll be back in your AirPods next week.
