How to add an extra $375k to your business in 360 days (without doing much extra work)

I spent this morning crunching some numbers… 

Mayhap you remember me talking about a VIP sequence I rolled out for one of my clients. If I’m looking at the data correctly, I’m about 6 days away from my one-year anniversary of rolling this automation out. 

And the numbers are in: 

Since June 16, 2023, this campaign has made a whopping $375k for my client. 

But that’s not all this sneaky automation has brought in… 

And, all things considered, it wasn’t that much extra work to build this campaign. 

Let me explain what I did, why it works, and how my client will continue to profit off this automation for years to come:

First, what even is the VIP sequence I built? 

Well, the “problem” that this client in particular has is that he has a metric fvckton of products listed in his store. He also has a rather large-sized email list—full of VIP customers who spend a metric fvckton with us each year, one-time customers, and leads. 

And so, my first belief is that we should discriminate against our customers who weren’t die hard supporters yet. So, I excluded anyone who didn’t place an order at least three separate times from this campaign. 

That means that there were roughly 3,500 customers when I rolled this sequence out. And since then, we’ve added another 1,700. But for this conversation, the 3,500 number is more important—as these people enrolled 360 days ago (after accounting for the leap year we had in February). 

The other 1,700 are at various points in this sequence. They could’ve entered it a few months ago, a few weeks ago, or even a few days ago. 

Moral of this first point? 

We generated almost half a millie in about a year from only ~5,000 customers. 

So, how does this automation work so damn effectively? 

Well, the reason why it’s been a massive success story is in the targeting. And because it’s based on the Pareto Principle, which says that 80% of a company’s revenue comes from the top 20% of its customers. 

(This Principle extends to almost every area of life and business too.) 

Not to mention, this automation enrolls customers whenever they reach that magical three order number. So while we have the main 3,500 who were “grandfathered” into this automation, we also have the 1,700 number of customers who have enrolled in it since I set it up. 

And this email automation simply hyper focuses on one category of products or one specific product per email.

There are roughly 98 emails (and counting) spread throughout the VIP Sequence (which actually spans several different Flows since it’s easier to set up multiple flows with 7-10 emails than one massive flow with 100+ emails). 

And I apply my method to copywriting to each. 

But I didn’t have to write all 98 or so emails brand-new. Sometimes, I’ve added successful campaigns I’ve sent in the past to the automations, which really takes the whole “repurpose your best content” trick to another level. 

In fact, I’ve actually repurposed content “both ways.” 

Here’s what I mean: 

Not only will I add past successful campaigns to flows, but I’ll also add past successful flow emails to campaigns. All I have to do is make sure the VIP folks who already received the email in a flow don’t get the “campaign” version. 

This is how, despite the numbers showing $375k in new revenue in the past 360 days, the actual number is slightly higher. 

(And then, every few months or so, I’ll go back through the most recent iterations of these flows, note the biggest drivers of revenue, and add them to our campaigns that go out to non-VIP customers.) 

As for the last question I promised to answer in this email…

Here’s how my client will continue to profit off this Sequence for years to come:

I mentioned that we had about 3,500 customers when we first went live, and have since added another 1,700 customers in 360 days. Well, the latter group of customers is currently in this massive automation at various points. They’ll continue getting emails—without me even lifting a finger—until they reach the end of this sequence. 

But the end of this sequence isn’t anywhere near. 

Y’see, since I’ve chopped up the automation into several Flows, I continually add a new Flow to this sequence every month or so. So, these new Flows go to the 3,500 customers immediately—and trickle out to the rest, well, almost indefinitely. 

Long story short: 

This automation generated $375k in about a year. And while this is probably the high point of this automation (since there was a backlog of customers I enrolled at the beginning), it will continue to make some money with no extra work for my client or myself. 

And there’s no end in sight. 

Which brings me to the rub: 

If you don’t have any kind of VIP Sequence set up in your email software, you’re leaving moolah on the table. It may not be 375 k of moolah like my client has—but it’s something that will add a lift to your bottom line. 

If you’d like to set up a sequence like this in your own business, but don’t want to do it all yourself, hit reply, and let’s set up a call to make sure we like each other enough to work together. 

John