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The Sales Are In The Strategy
Case Study
CHARLENE
SABA
KAYLA
Before hiring me, Kayla didn't email her list in 3 months. After two short months of working together her email click rates increased from 1.38% to 3.46%.
That's a 151% percentage increase (not the same as the difference in rates). After 8 months her average open rates jumped from 46.64% to 61.78%. We also wrote launch emails for her new Prolific Photographer Program and she made $31,000. Please note there were other factors for that successful launch, email played one major role.
Meet Kayla
"If you're thinking about hiring Vee it's a no-brainer… Truly such an honor to work with her." – Kayla
Here's what she had to say:
We revamped Saba's waitlist and sales emails for her signature IDVA course. She did over $8,226 in one launch. The emails were one of the many factors for that successful launch.
Meet Saba
"One of my best hires this year. It's such a weight of my back to know I can be the face of my business and do what I truly enjoy."
Here's what she had to say:
Charlene hired me to write launch emails for her new SEO masterclass. She did $5000+. While there were other contributing factors to her success, email played a vital role.
Meet Charlene
"I highly recommend her services. She has great communication, works very quickly and her emails are amazing!
Here's what she had to say:
The case study is written in an interview style
Vee - So I want to know where you were right before you decided to work with me… What kind of headspace were you in?
Kayla- I literally will never forget. I was planning to launch this course and I've never launched anything of this size before.
I remember I was super overwhelmed by all the moving pieces I had to do in order to get this thing going. I had to write the sales page. I had to make the website. I had to write the social media posts and then the emails. It was just like one thing after another.
And as more things got put on my plate, now that I'm not running just my photography business, but also a whole educational company… I knew that I needed a support system and that's where Vee came in.
Email marketing was something I knew from the very beginning that I was completely wanting to outsource because I knew its importance. Social media is great, but email is the way to go to really get that final conversion to continually build trust.
And I was just not in a place to write those emails, like not motivated. I was staring at my computer screen, like overcomplicating how to write an email and it just wasn't getting done.
And I was like, literally so stressed out by it. So that's how I knew that that was the first hire.
Even before I hired my social media manager, I knew emails just needed to not be [done by] me. And I'm a good writer. I can do all these things. I'm more than capable, but I had so many other stuff to do. So bringing in an expert who could just fill in that gap for me, especially when it was causing me stress was like a no-brainer.
Vee: I'm really loving the honesty and vulnerability. A lot of business owners know that they need help, but like you said, because they can do it on their own (to an extent) they make the mistake of struggling to do it alone way longer than they have to. So what was the last straw for you?
Kayla: The last straw, I guess you could say was kind of at the beginning. I just knew from the very beginning. Thank God. I have people who've gone before me to help me and expedite that process. I definitely could have stayed stuck and struggled, but I knew from the very beginning that there was no last straw. It was one of my first decisions.
Vee: I learned that you had a three-month gap in communication with your email list. So, was it because of that stress? What caused that gap?
Kayla: I think it was longer than a three-month gap though. I just got busy with photography. So that's the cause of the lull. As a business owner, one of my strong suits is to focus on the money-generating tasks. Since I didn’t have an offer yet, there's really no point in me speaking to a community if it's not going to lead to XYZ because I didn't have the Z.
Vee: I get you, a lot of people feel like that. What I will say though, is that email marketing gives you passive income. You have to put in a lot of work up front (especially if you're going back to a cold audience) for you to start getting that consistent income. There has to be a connection there.
Kayla: I came highly recommended to you, love that! Were there, or how many other email marketers were you considering at the time? And what made me your top choice compared to those other people?
Vee: Well, I think I was looking at one other person at the time. But honestly, barely, because I knew you from a very good friend of mine. I trust her recommendations, like top-tier.
So you came just highly recommended and it stuck right away. So for me, it was kind of like a no-brainer decision. Thank God it worked out.
Vee: I was the first person you ever hired to build a team. How was that for you? What was going through your mind?
It just made me realize that my vision is bigger than me. It's not, you know, my income doesn't just pay me now. I also have a team that supports me and it just gives me a different perspective. Going from solo entrepreneur to now someone who has invoices to pay. I have people on my payroll. So it's really important that I continue to delegate where needed and just be that CEO who can really run this team.
So it required more of an identity shift within myself than anything else. The results obviously come as a natural byproduct of that. I love that.
Vee: So during that process of onboarding me, what was the single biggest problem, if any, you were facing during that transition period?
Definitely just learning how to delegate because now things can't just live in my brain.
I need to figure out the best way to communicate and to really lead a team. How can we plan things out most effectively so that I'm giving you guys what you need in a timely manner? How can we do this to where I'm getting freed up to do more things? And we definitely have since our starting point of working together, which was very much run and gun.
[All it took was] some time, literally a little schedule tweak, and we figured it out. So things are running smoothly and I just had to learn how to speak to and encourage and guide my team.
Vee: So what would you say is the biggest transformation you got from investing in your marketing?
Honestly, it gives me peace of mind. That's the transformation: from stressed out to now just chillin' knowing that my audience is being nurtured. Me and Vee have a really great communication system, but she can really take my ideas and make them better and nurture my audience in the exact way they need to.
I'm always a little hustler girl inside, but in regard to emails, I just know that it's taken care of. So there's that sense of calm when before it was a lot of stress. And just knowing that my email list is really Ride or Die for The Sunroom School. We have a literal group of raving fans who are literally getting nurtured and amazing content every week.
That's such an amazing feeling for me to know that I'm speaking to my people and giving them value every single week, that pumps me up. Having someone to help me do that is literally icing on the cake.
Vee:Period! So if you remember when we first started, there were a lot of people unsubscribing from the list. And I remember telling you, listen, Kayla, don't freak out.
This is completely normal, especially since there was a gap in communication. How do you feel about the quality of the people that you have on your email list right now?
Especially after that period of seeing people leave, to now subscribers responding to the email and there are more open rates, more clicks…
I mean, the people that are for me will always be with me, and the people that are not, you know, there's the door. So I never really took any unfollows personally. I never really trip up about those analytics. I think the people that I have now are definitely the ones.
The people that are here are definitely really engaged and open rates have consistently gone up. And that's what we want to see.
Going back to August, the average open rate was 46.64%. We had 1.38% clicks. Then by the end of the second month, that increased to 48.35% and the average click rate was 3.46%, which is a 151% percentage increase (not the difference in rates)
That's when I really knew, okay, it's just the connection that was missing. Kayla has great people who want to hear from her. We really need to focus on strengthening trust and positioning her as the go-to in her industry.
Connections bring sales, and that's what a lot of people miss. Life happens— you might have family issues, personal struggles, health complications, sudden pivots in your own business, and you get busy…
Which understandably leads to falling short on the emails, and then you say “Oh, well, this isn't making me any money”. But it's not making money because you're not sending emails. So it becomes this sabotaging cycle, and the connection is lost. That’s why building deep connections with your subscribers is my top priority when we start working together.
This is what sets me apart from other marketers. A lot of people just focus on money, money, money. Whereas, I'm very big on relationships. I intentionally position you & your brand as a helpful resource and thought leader to build invaluable trust. In fact, Kayla initially wanted to launch in October 2022, but later decided to postpone it which presented the perfect opportunity to really reignite her relationship with her community.
Would we still have made money if we had launched earlier? I'm certain. Nonetheless, it wouldn’t have been as impactful as $30,000 since the majority of subscribers would still be cold & unprepared to shop.
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How intentional marketing and empathetic copy helped Kayla go from $0 to $30k in 3 months
Kayla is an L.A.-based commercial photographer and founder of The Sunroom School - an educational community for photographers teaching them how to work with commercial brands and build profitable creative businesses.
Before working with me in August 2022, Kayla ran her business as a one-woman show. Now, while she was doing well… she quickly realized she needed help to sustainably scale her business to the next level. She came to me to write launch emails for her debut Prolific Photographer Program. Keep reading to learn how Kayla went from overwhelmed to overjoyed and highly paid…
So after I let you know that, were there any other emotions that you experienced when you started to see that increase coming? How did you feel about your decision?
I love seeing the numbers… more so the numbers for me in terms of sales, right? So what made me the most excited and told me that I made the correct decision was when we had a 30k launch with the program. And literally this is the first time this program has ever been launched.
For us to go from literally a cold email list to then having a first $30K launch. That is huge to me!
So that's what told me that this was worth the investment because, from the beginning, it is a risk. I'm literally hiring someone for a business that is generating $0. Then flash forward, I think three months, we made $30k in a month. So I knew that one— the offer is validated— and two, I have the perfect team to support me. So everything was just very much confirmed.
Yes, the launch was great. Now, even when we're not launching something, how well would you say I did what you initially asked me to do [write high-converting copy]?
100 percent. The service is fulfilled. I definitely think all the copy is super high-converting and like I said, I truly feel like I hired an expert.
That means so much to me. Thank you so much. I'm sure you have a lot more coming in the future. Now that your emails are profitable, how confident do you feel communicating to your list, building a thriving community, and launching new offers?
It's just getting juicier and juicier, honestly. Now we have a list of raving fans. They're down and I'm down to keep creating for them.
Here’s a surprise Kayla, your average email open rate is up to 70%! So what do you have to say about that?
Damn, that's great! Honestly, I've just been seeing the numbers increase and I just know our people are so about it. And it's the people, it's the fact that like, I actually love those people that are on that email list.
And the fact that they're vibing with the content that we're spending a month pre-planning and working on all this stuff. I'm like, Damn, it's worth it. They're looking for the emails now.
What’s your favorite part or favorite thing about working with me?
You're just on it. Honestly, I don't have to hold your hand. I can trust that things are getting done. And even if I miss something, I know that you're probably going to catch it. And just having someone that I can trust.
I don't have to micromanage you. And that's what is the most freeing thing. We just have such a good system in place right now. I barely think about the emails, but I know that every single week, my students are getting something amazing delivered straight to them and their inboxes are ready. So nothing better than that.
I'm really happy to be supporting you and watching your evolution of not just your emails, but just as a business person. What other things would like to say? What would you like to share as we close this out?
Honestly, like hire her. She's amazing. I just think for me to hire someone first and for them to be so good... I just feel so blessed that we have gotten the opportunity to work together and we'll continue to work together. Because this could have gone a number of ways, especially for me hiring someone for the first time.
We're both so young in the grand scheme of things and for us to be building something so amazing together and you with your own business and you supporting me and mine… It's just such a good, beautiful thing that can only go up. So that's what makes me the most excited.
I really just want to thank you for just being so amazing. Thank you for putting your trust and confidence in me, especially because it was kind of scary at first. I love that everything worked out probably even better than you can imagine.
Thank you for reading Kayla’s case study. I’m very confident her testimonial resonated with you.
Where do you see yourself most in her story? Are you currently launching something new and feeling overwhelmed by having to do everything for your business? Or do you feel bothered that your brand isn’t getting the sales and recognition it deserves?
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