How do you encourage your audience to consume your content? Whether it's a free download or a paid course or a membership, how do you use your emails to inspire your subscribers or customers to use the amazing content they now have access to? Today we're covering content consumption by sharing an exclusive panel discussion with our friend Monica Snyder taken from our 2021 Inbox conference. Monica is the CEO and Founder of Birdsong.co, and she's a true marketing genius! She’s great at funnels and ads, and she’s super analytical. In our conversation, we talk about consumption emails - the emails you send when someone opts in for your free lead magnet or buys something from you. Should you send these emails at all? Do they help? Or do they just get in the way?Let's find out! SOME EPISODE HIGHLIGHTS: (0:21) Come and join us at Inbox 2022 - for FREE!(5:50) Should you send consumption emails?(9:15) YES to sending consumption emails AND to offering upsells.(10:40) Consuming your content encourages people to buy more from you.(13:04) Do consumption emails work for both free and paid-for products?(19:21) Are consumption emails nagging? (22:32) How to upsell in your consumption emails.(23:56) Make use of custom fields!(27:45) Do free trials work?(33:35) Subject line of the week.Come and join us at Inbox 2022 - for FREE!Before we get into this conversation with Monica Snyder, we want to let you know that our Inbox conference is happening at the end of June 2022. And we’d like to invite you to join us for FREE! Previously, tickets to this conference were $500, but this year we’re going to grow the event massively and make it into the biggest online email marketing party you can imagine. It's packed with amazing speakers, and it's fully online, and fully live. So check out the line-up and register here for FREE!Should you send consumption emails?There’s definitely a view that if someone takes the time to consume our content, uses it, and gets results, they’re more likely to buy something else in the future. However, in our business, when someone opts in or buys something, we put them into a campaign to sell them on the next thing as soon as the next day. For Rob, for example, when people download a free lead magnet from you, follow-up emails are more about trying to get them to click a link, rather than looking at the free content. Why? Because we think it's important to get them to subconsciously engage with us as a brand, rather than blindly consuming the content. It's probably a controversial viewpoint, but Rob thinks we cannot always trust our subscribers or customers to implement our solutions. The onus to consume the content and get results is on them, and it's a fact that most people never consume the content they download or pay for. So if you’re waiting for the point where the person has consumed your content, you may be waiting forever! YES to sending consumption emails AND to offering upsellsMonica, however, thinks we should definitely encourage people to consume our products. Part of our job as course creators, teachers, and information givers is to make sure we’re providing the information to ensure people do what they need to do with what we’ve given them. So for Monica, consumption emails are a big YES! But she also believes we should let people know about the next thing to buy. This is why Monica’s consumption emails lead straight into a sale.For us, part of the problem is that in the past we found ourselves bashing our heads against a brick wall trying to get people to consume our content. That's how we reached the cynical viewpoint that you can lead a horse to water, but you can't...