Ninja Email Campaign
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2012,
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INDEX:
Part
1
–
What
is
the
Ninja
Campaign?
...
Page
4
Part
2
–
Why
you
should
be
using
the
Ninja
Campaign?
...
Page
9
Part
3
–
When
to
use
the
Ninja
Campaign
...
Page
10
Part
4
–
Setting
up
your
Ninja
Campaign
…
Page
16
PART
1
What
is
the
Ninja
Campaign
(NEC)?
The
NEC
is
a
stealth-‐like
technique
I’ve
been
using
as
a
way
of
squeezing
thousands
of
dollars
from
my
subscribers
for
the
last
couple
of
years
online,
and
it
involves
nothing
more
than
creating
four
very
specific
emails
to
alert
your
list
subscribers
that
you
will
be
running
a
super
special
holiday
sale,
just
for
them.
The
technique
involves
setting
up
the
sale
(Wednesday),
letting
them
know
the
sale
is
going
live
soon
(Friday
evening),
letting
them
know
the
sale
is
live
(Saturday
morning),
and
finally
giving
them
a
sense
of
urgency
by
telling
them
the
sale
is
closing
shortly
(usually
Sunday/Monday).
The
technique
sounds
similar
to
other
techniques
you
might
have
encountered
in
the
past,
but
the
trick
to
making
this
so
successful
is
to
align
the
sale
with
3-‐4
major
holidays
throughout
the
year,
thus
making
them
pre-‐set
holiday
specials.
People
love
the
holidays
(well
most
people),
and
they
are
naturally
in
a
more
relaxed
state
and
a
better
all
around
mood.
This
is
the
perfect
time
for
you
to
make
them
a
discounted
offer
on
one
of
your
products.
I
created
the
Ninja
Campaign
for
one
reason:
to
turn
non-‐ paying
leads
into
paying
leads
and
to
give
paying
customers
a
special
deal.
Either
way
I
looked
at
it,
adding
3-‐4
Ninja
Campaigns
to
my
regular
campaign
every
year,
for
every
business,
would
add
an
extra
$15-‐$20K
into
my
bank
account
every
year.
If
that
doesn’t
sound
like
much
to
you,
consider
the
fact
that
it
takes
approximately
one
hour
to
set
it
and
forget
it.
You
can
literally
grab
a
calendar,
circle
3-‐4
holidays
throughout
the
year,
head
to
Aweber
to
write
the
emails,
set
it
up
to
automatically
be
sent
out
on
particular
days,
and
forget
all
about
it.
The
NEC
is
pretty
sweet
and
super
powerful
because
it
gives
people
what
they
want
–
a
deal.
How
the
NEC
benefits
your
paying
customers
This
‘set
it
and
forget
it’
campaign
is
perfect
for
improving
your
relationships
with
already
paying
customers
because
you
should
be
offering
your
‘paid
list’
a
product
they’ve
never
purchased
from
you.
Side
note:
If
you
haven’t
been
doing
it
yet,
or
you
don’t
have
a
list
yet,
you
can
automatically
switch
a
paying
customer
from
your
‘leads
list’
to
your
‘paid
list’,
which
will
expose
them
to
a
different
set
of
follow-‐
ups
and
ultimately
you
can
send
them
to
a
different
Ninja
Offer
whenever
you
set
up
these
campaigns.
Back
to
how
this
will
benefit
your
paying
customers…
Imagine
you
have
a
product
that
your
customer
purchased
and
they
loved
it,
then
they
decide
that
they
want
more
from
you
but
now
isn’t
the
time
for
them
to
buy
–
they’re
planning
on
waiting
for
a
month
or
two.
The
NEC
will
almost
force
them
to
buy
because
there’s
one
thing
people
don’t
like
to
turn
down:
a
special
deal.
And
trust
me
when
I
say,
if
someone
on
your
list
has
already
purchased
from
you,
communicated
with
you,
and
then
you
offer
them
a
special
holiday
discount,
the
chances
that
they
purchase
(even
without
a
sales
page),
is
insanely
high
and
easy.
How
the
NEC
will
benefit
non-‐paying
customers?
There
are
many
possible
reasons
why
you
have
someone
on
your
list
who
is
not
yet
a
paying
customer.
But
you
have
to
reason
that
if
they’ve
downloaded
your
free
gift,
taken
it
in,
and
still
stayed
on
your
list
and
received
your
emails
then
there’s
something
about
you
they
like.
Maybe
they
just
can’t
afford
your
products
–
nothing
wrong
with
that.
What
this
special
Ninja
Offer
does
is
two-‐fold:
1st
–
It
has
the
potential
to
turn
your
non-‐paying
customer
into
a
paying
customer
(benefit
for
you,
and
them
because
they’ll
learn
something)
2nd
–
It
has
the
potential
to
expose
your
customer
to
your
paid
products,
which
should
open
the
door
to
future
sales.
So
you
can
see
there’s
a
myriad
of
sweet
benefits
aside
from
a
sudden
cash
injection
into
your
PayPal
account,
you’re
building
more
trust,
increasing
the
quality
of
the
relationship
with
your
leads,
and
increasing
the
long-‐term
potential
of
each
person
on
your
list.
There’s
also
another
small
benefit
you
can
get
from
running
the
NEC
if
you
already
have
a
big
list,
and
that
is
the
ability
to
determine
who
is
just
‘dead
weight’
and
costing
you
money.
The
more
people
you
have
on
your
list
the
more
Aweber
is
charging
you,
so
running
a
few
NEC’s
per
year
can
really
tell
you
who
is
likely
to
never
be
a
paying
customer.
A
small
example:
Let’s
say
John
X
signed
up
for
your
list
on
January
1st,
2012,
and
you
decide
to
run
a
NEC
in
March,
June,
September,
and
December
of
the
2012
year.
When
you
sit
down
at
the
end
of
the
year
to
see
who
has
been
on
your
list
for
a
long
time
and
who
clearly
has
no
intention
of
spending
money
with
you
(and
if
they’ve
made
it
to
the
end
of
your
autoresponder
sequence),
then
there’s
really
no
need
to
keep
them
on
that
‘leads’
list.
You
could
offer
them
another
free
gift
at
this
point,
see
if
they
bite
and
get
them
into
another
sales
funnel
–
but
if
they
don’t,
you
might
want
to
cut
your
losses
at
this
point
and
remove
them
from
your
list.
Is
this
harsh?
No,
definitely
not…
You’re
running
a
business
here,
if
someone
has
zero
intention
of
ever
buying
your
products
why
on
earth
would
you
continue
to
pay
to
send
them
your
stuff.
Consider
the
pizza
restaurant
who
sends
out
one
direct
campaign
per
week
for
a
whole
year
to
Family
X,
but
family
X
never
eats
there…
Is
it
smart
to
continue
wasting
advertising
dollars
on
a
family
not
interested
in
the
product?
I
don’t
think
so…
PART
2
So,
why
use
the
Ninja
Campaign???
Reason
#1
–
Super
easy
to
set
up
Reason
#2
–
Very
lucrative
for
the
time
required
Reason
#3
–
Helps
compartmentalize
your
leads
Reason
#4
–
Builds
and
strengthens
relationships
Reason
#5
–
Introduce
non-‐paying
leads
to
the
quality
of
your
paid
products
Reason
#6
–
Give
your
loyal
subscribers
a
gift/deal
PART
3
When
to
use
the
Ninja
Campaigns:
When
you
choose
to
use
NEC’s
is
more
dependent
on
where
you
live
and
which
holidays
are
specific
to
your
country.
I
generally
have
a
couple
criteria
I
like
to
look
for
in
a
holiday
that
tells
me
it
will
be
the
most
lucrative:
Criteria
#1
–
The
holiday
falls
within
a
long-‐weekend
(not
a
weekday
holiday)
Criteria
#2
–
The
holiday
is
one
where
people
tend
to
stay
closer
to
home
(as
opposed
to
a
traveling
type
of
holiday,
such
as
Labor
day
here
in
Canada)
Here’s
what
I
do
to
choose
my
campaign
dates:
Step
1
-‐
Do
a
quick
search
for
your
country’s
statutory
holidays…
I
grabbed
one
for
Canada
and
it
looks
like
this:
Step
2
–
Determine
which
holidays
people
are
MOST
LIKELY
to
travel
and
cross
them
out.
**
Eliminate
holidays
where
people
travel
because
this
can
really
hurt
the
potential
of
the
campaign
Step
3
–
Go
through
the
list
and
determine
which
holidays
land
on
a
Friday
or
Monday
(keeping
with
the
long-‐weekend
theme)
Step
4
–
Go
through
your
list
and
choose
3-‐4
holiday
weekends
that
meet
the
above
criteria
and
are
also
at
least
3
months
apart
(you
want
to
spread
them
out
so
people
aren’t
used
to
them
and
don’t
start
to
think
they
can
just
wait
you
out
for
specials)
**
So
as
you
can
see,
I
chose
Family
Day
in
February,
Victoria
Day
in
May,
the
Civic
Holiday
in
August,
and
Boxing
Day
in
December.
***
You’ll
probably
notice
(if
you’re
not
Canadian),
that
many
of
these
holidays
are
specific
to
my
particular
region…
this
can
work
for
you
because
you
can
actually
tell
your
list
that
you’re
going
to
give
them
special
deals
because
it’s
a
holiday
in
your
hometown…
Not
only
does
this
make
your
list
happy,
it
builds
a
bond
with
them
because
you’re
sharing
something
personal
with
them.
You
can
also
take
a
broader
approach
and
actually
hit
your
list
with
some
of
the
bigger
holidays
such
as
Valentines
Day,
St.
Patrick’s
Day,
Labor
Day,
Thanksgiving,
Christmas,
etc.
It’s
a
bit
riskier
because
people
tend
to
travel
more-‐so
on
these
holidays,
but
I
would
suggest
you
set
2
campaigns
to
your
native
holidays
and
2
to
general
holidays
and
simply
test
out
to
see
what
works
best
for
you.
PART
4
Setting
up
your
Ninja
Campaign
Once
you’ve
figured
out
when
you
want
to
do
these
NEC’s,
it’s
time
to
write
the
emails
and
insert
them
into
your
Aweber
account
so
they’ll
go
out
automatically
on
your
preset
days…
Gotta
love
automation!
Each
we
create
will
have
a
unique
set
of
goals
and
purposes,
since
we
are
going
to
send
out
four
emails
they
will
each
do
the
following:
#1
–
Goes
out
the
Wednesday
before
each
particular
holiday
weekend.
Goal:
Alerts
them
to
be
on
the
lookout
for
a
big
special,
creates
excitement,
builds
anticipation
#2
–
Goes
out
Friday
night
before
the
weekend
starts.
Goal:
Reminder
that
the
special
will
start
the
following
day
#3
–
Goes
out
Saturday
morning.
Goal:
Lets
them
know
the
special
is
now
open
#4
–
Goes
out
either
Sunday
night
or
Monday
(depending
on
how
long
you
want
to
run
the
special)
Goal:
Reminder,
creates
the
sense
of
urgency
Now
that
you
see
how
it’s
going
to
go
down,
there
are
only
two
steps
left:
Step
1-‐
Write
the
emails
Step
2
–
Set
up
the
automation
in
Aweber
So
let’s
go
ahead
and
go
through
those
two
steps
so
you
can
start
setting
up
your
automatic
Ninja
campaign…
Writing
the
emails:
#1
–
Introduction
to
the
sale
Remember
the
purpose
here
is
to
let
your
subscriber
know
that
you’re
going
to
offer
them
a
massive
discount.
You
can
choose
whichever
price
point
you
like,
I
think
50%
is
a
good
number
because
it’s
big
enough
to
get
them
to
jump
on
it,
yet
not
so
much
of
a
hit
that
its
not
worth
your
time.
Now
writing
this
thing…
you
want
to
use
a
headline
to
get
their
attention
so
they’ll
know
there’s
a
special.
One
of
the
best
tips
I
got
from
Yanik
Silver
was
to
use
the
headline
“THANK
YOU”
in
your
subject
line.
People
want
to
know
why
the
heck
you’re
thanking
them.
And
as
you’ll
notice
in
the
image
below,
this
is
an
that
is
meant
to
let
them
know
there’s
a
sale
and
to
tell
them
that
they’re
getting
access
to
it
because
they
are
a
loyal
subscriber
to
your
list.
Make
sure
you
go
to
the
“broadcast”
section
under
messages.
My
typical
holiday
sale
will
look
like
this:
NOTES:
-‐
Use
the
“THANK
YOU”
headline,
it
works
well
and
gets
a
great
open
rate
-‐
Let
them
know
it’s
a
holiday
weekend
special
-‐
Tell
them
the
details
in
as
few
words
as
possible
(discount
%)
-‐
Tell
them
to
keep
on
the
lookout
for
another
from
you
this
weekend
Then
go
and
set
the
date
and
time
of
release,
as
seen
below:
NOTES:
Remember
the
first
planned
holiday
for
me
was
Feb
20th,
so
I
want
to
set
the
date
for
the
Wednesday
before
that…
thus
send
this
on
Feb
15th.
Then
save!
#2
–
Reminder
(goes
on
sale
tomorrow)
This
needs
to
go
out
on
the
Friday
of
the
long-‐weekend,
and
serves
solely
as
a
reminder
that
the
sale
will
be
going
live
soon
and
a
reminder
of
the
price
drop.
The
next
point
is
VERY
IMPORTANT….
You
need
to
send
this
out
around
3-‐5pm
on
Friday,
and
the
reason
why
is
because
at
this
time
most
people
are
still
either
working
or
transitioning
into
party
mode
for
the
weekend,
and
we
want
to
catch
them
and
remind
them
before
they
completely
blow-‐off
their
emails
for
the
weekend.
This
is
crucial
because
if
we
were
to
send
this
out
at
10pm,
there’s
a
chance
they
won’t
even
get
to
it
in
time
for
the
sale.
This
is
brief
and
to
the
point…
NOTES:
-‐ Nothing
too
special
except
that
you
want
to
remind
them
of
the
special
as
well
as
the
time
and
discount
they
can
get
#3
–
The
sale
is
live!
This
is
the
big
‘action
taking’
because
it
will
let
your
customer
know
that
the
sale
is
live.
This
is
short
and
sweet
–
let
them
know
the
sale
is
on!
Be
sure
you
send
this
out
at
12:01am
because
this
gives
them
as
much
time
as
possible
to
get
the
discount.
NOTES:
-‐ Be
sure
you
set
your
to
send
at
12:01am…
this
is
also
a
great
time
because
many
of
your
subscribers
are
still
up
partying
(especially
on
a
long
weekend)
at
this
time,
so
you
might
wake
up
to
a
few
hundred
dollars
in
your
PayPal
just
from
this
crowd
alone.
#4
–
Only
4
hours
left
(urgency
creation)
This
is
the
last
of
the
sequence
and
its
sole
purpose
is
to
create
that
sense
of
urgency
that
sells
so
well.
I
usually
send
it
around
8pm
on
Sunday,
as
this
is
a
time
many
people
are
sitting
around
anyway.
This
is
brief
and
to
the
point!
Remember,
these
aren’t
relationship
building
emails,
these
are
purely
sales
emails…
And
as
long
as
most
of
your
emails
throughout
the
year
are
building
that
relationship
most
people
won’t
mind
getting
them.
Here’s
what
I
usually
write:
And
that
is
the
last
one
in
the
series…
You
are
definitely
free
to
send
another
if
you
like,
I
know
some
marketers
who
will
send
one
every
hour
for
the
last
six
hours
of
the
sale
–
I
personally
would
rather
not
break
my
customer’s
trust
by
sending
too
many
emails.
If
they
don’t
buy
this
time
around
it’s
not
a
big
deal,
that’s
why
I
run
four
of
these
throughout
the
year.
At
this
point
you’ve
set
up
a
complete
sequence
for
the
holiday
sale,
and
you
should
have
something
sitting
in
your
‘pending
broadcasts’
that
looks
just
like
this:
Just
repeat
the
same
thing
for
your
chosen
holiday
and
set
it
up,
then
forget
about
it
because
it
will
work
for
you
on
complete
autopilot…
One
tip
I
can
give
you
is
to
actually
mention
in
the
the
specific
holiday
that
the
sale
is
for,
for
example
“Labor
Day
Sale”,
or
“Halloween
Sale”,
etc.
Rinse
and
repeat
for
all
of
your
lists
and
you
should
see
a
serious
cash
flow
increase
during
these
periods.
A
few
important
notes
to
make
the
whole
process
smooth:
Sales
copy:
I
simply
grab
the
same
copy
from
the
original
price
and
just
write
“50%
off
holiday
sale”
at
the
very
top
of
the
sales
page.
Usually
if
they
are
clicking
the
they
probably
already
know
they
want
to
buy
and
it
isn’t
that
big
of
a
deal.
You
could
probably
get
away
with
just
sending
your
customers
to
the
PayPal
purchase
page,
since
most
people
getting
a
massive
discount
will
just
buy
for
the
sake
of
buying.
How
to
turn
sales
pages
on
and
off:
I’m
sure
there’s
a
way
to
automate
all
of
this,
however
I
simply
set
an
alert
in
my
iPhone
for
each
particular
sale
and
then
I
just
activate
or
deactivate
the
page
at
the
appropriate
times/dates.
There
is
definitely
a
better
way
but
that’s
how
I
do
it…
If
you
have
a
better
way
please
do
feel
free
to
me
and
let
me
know
about
it.
That’s
it!
I
hope
you’ve
found
this
to
be
helpful
and
I
know
if
you
plug
this
process
in
you’re
going
to
see
more
money
as
a
result
–
you’re
going
to
make
the
money
back
that
you
spent
on
this
product
within
the
first
hour
your
product
goes
on
sale
–
guaranteed!
All
the
best!
PaulyC
