Discovery: The power of secret emails
Lessons learned from an underestimated bonding tool
A month ago, I decided to switch things up with my Gumroad email list. From that one move came an “aha” moment on process, intention, and potential product.
It all started with some reality check
Bring more value
I wanted to offer more support to the people who bought my “Inspire Your Branding” printable. It’s an introductory tool to investigate branding. I noticed that most of my emails to my Gumroad list were about new products and didn’t provide that extra value that I usually include in my official newsletters. So, I decided to switch things up and try something new. I created a series of secret emails for a small group of buyers on the topic of “Standing Out in the Crowd” for 5 days.
It was so much fun to craft these email series that I realized it was preparing me to develop an email course. I have been wanting to do one for a while, but thought I needed fancy tech, complicated themes, and more digital products within the course. All I wanted was to bring value over 5 days and share my experience in that “Standing Out” exercise.
As a creative entrepreneur, it’s not just a daily objective to get my work in front of the right people who will resonate with it, but also to magnetize and engage my current and new audiences. I wanted to share practical steps I have been using to promote my work and redefine what it means to stand out today.
Little did I know that after 5 days, I would expand this series with my most loyal readers on Substack, specifically in my Your Branding Letter. I received positive and empowering feedback, and I realized how down-to-earth this process is. Emails are straightforward, and Gumroad offers a simple and flow-focused backend for me to communicate and engage with my clients, creating additional space to equip them.
How do you validate a new offer, idea, or product?
I trust my intuition and gut feeling, especially when I have a hunch. When I decided to act on it, I approached the situation with a playful and light-hearted attitude. Additionally, I gathered feedback from the emails I received, but also from the absence of a response from some sales. Timing also played a significant role, I had nurtured a desire to create an email course and felt I had nothing to lose. I was ready to test, learn, and prepare for that big email course. My intuition told me it was a good process, one I had been using for years — communicating through emails. I knew I would learn a lot and gain valuable insights! With desire, process, and flow in place, and the necessary technology available, what could stop me from trying and experimenting?
From Gumroad email list to Substack loyal fans
What happened on Gumroad:
On Gumroad, I noticed an increase in views on my emails. It seems my clients were surprised by my new approach, and I was as well. I realized that even if they onboarded from my products to my newsletters, I could still do something new by segment and provide additional experience within the Gumroad funnel. Through my newsletters, they could get to know my personality and mindset, but I wondered what I could offer as a bonus on Gumroad. Why not spice up the conversations once in a while?
The increase in the open rate was a good sign. I didn’t receive any emails until the last day of the 5-day secret email series. To my surprise, the email I received was a sweet and uplifting message out of the blue.
What happened in Substack:
I decided to offer an exclusive email series to my loyal readers on Your Branding Letter. This was a new venture for me as I had never done anything like this on Substack, and I was unsure if it was even possible. After examining my subscriber list, I chose those with a strong and dedicated readership. For the first time, I took a closer look at the data and realized that people do read, even if they don’t actively engage; their level of activity speaks for itself.
It was an additional hunch or confirmation to pursue and continue with the experiment. I then updated the secret email series, adding more spark and the essence of my writing. A few days later, I received my first email after day 2, and it was from a reader I had collaborated with months ago. She wanted to thank me for inspiring her to use a strategy I shared and she mentioned how engaging, professional, and enjoyable the series has been so far.
After starting the series, I started receiving emails thanking me for the series. It’s really special to hear from those who usually prefer to stay silent. Just a simple “thank you” or an additional message goes a long way in showing that the product is valuable. I used to feel like these silent readers only consume, but I realize more and more that when they are ready — when the encounter with your brand happens — they start engaging with you and your work. Slow and steady progress is the way. Additionally, I checked my data and found that the open rate was over 60%, which was encouraging!
I learned from the first test on Gumroad, so I upgraded the series for my Substack readers and added two more days of tips, strategies, and insider stories. I was getting into that secret email vibe.
Emails are bonding tools
I consider emails as conversations. Although you may not always receive a reply, you can still receive responses. After more than two years on Substack and discussing with fellow writers, I have come to realize that emails are not like social media. Just because someone doesn’t “like” your email doesn’t mean they didn’t read it. People don’t “like” emails; they are delivered to the inbox, and if someone wants to buy or see more, they click on the links. There’s no obligation or habit of liking an email.
Every time someone replies to my emails or even opts in, I am in awe. I know how busy people are, and when one of them goes the extra mile, it is a comforting green light. With all the content available and thrown at us each day (yes, including my current message — I am aware of it), I am grateful for those who connect and share how a simple email made their day, inspired them, or even motivated them to ‘’do their thing’’.
Emails are powerful and engaging. They are conversation starters and embody an opportunity to bring in the experience of your brand, ethos, and processes.
I prepared a new step in this testing
The “Stand Out Tips” email series has been transformed into a fully digital product called the “Stand Out in the Crowd: 7-day email course”. In addition to the course, I have developed extra tools, including printable versions based on my popular “Inspire Your…” format for those who prefer using paper. I have also created an interactive PDF version for clients who prefer digital-only products. I appreciate how digital products allow me to expand and enhance my main product with a variety of tools. Based on feedback from previous clients, I have added new features to my formats, which I believe will enhance the overall experience of using my tools.
The goal of these additional tools is to help you reflect while strategizing on the steps you can take to stand out more mindfully. I intend to add bonuses as this email course finds its audience.
I love how a digital product is organic. You update it, upgrade it, and let it find its people.
I realized it was an introductory product and a no-brainer. I have been crafting these “Inspire Your…” downloadables as appetizers to my world and the topics I explore and investigate. Many more products are coming using a similar process and play. I learned a lot from this experiment and understood that the experience of one product can inspire additional products. It’s like unfolding a solution step by step, understanding where your audience needs support, and allowing the solution to speak and empower them. I use my conversationalist skills to bring forth those solution words and fuel more motivation to push through. I use these worksheets myself, and they have become tools for me. I see the value in adding more levels to the core message of a product. Funny enough, it seems like the step-by-step rule of an email course: you guide your reader to that climax and big reveal…
If you want to try an email course to inspire your standout journey, you can start by downloading the free printable and work from there. If you need more, the full email course is available as well.
✅ Stand Out in the Crowd: 7-day email course
More articles to support your branding journey:
✦ Do you need a website in today’s digital landscape? ✦ How do you manage two Substacks? ✦ How do we stand out within a trend? ✦ The Power of an Organic Digital Product ✦ Email marketing: a golden avenue of possibility
For more of my words and creative flair, you can join my newsletters: Your Creative Letter and Your Branding Letter.