If you run a small business or own a blog, you’ve probably heard of the popular product funnel shown in the Jerry Seinfeld TV show, “The Show“. The setup was simple: Jerry would connect with potential customers through an email marketing campaign, and then show them something new, interesting, or quirky about his product or website.

The brilliance of this ploy was that it allowed Jerry to demonstrate the value of his product while also entertaining his readers. If someone was struggling to find value in their product, Jerry could bring them back to earth with a quick quip about something humorous. They clicked on the link, and the next thing they knew, they were on his site, consuming content and perhaps making a purchase.

Since then, many businesses and blogs have adopted a similar strategy, using various methods to draw in potential customers and keep them engaged while they’re on the site. But what’s the best way to go about this?

To answer that question, let’s take a look at the anatomy of a Seinfeld email campaign, beginning with the initial pitch.

The Email Pitches: Building Up To The Sale

Like most direct marketers, clickfunnels starts with an email blast, pitching a product or service that the company thinks you’ll be interested in.

But that’s not all there is to it. As you’ll see below, there are a few key email marketing tactics that follow this strategy.

These emails will typically begin with a few sentences introducing the reader to the product or service, and will then continue with a concise, persuasive argument as to why the reader should buy it. In the interest of full disclosure, I should note that I am a paid consultant of ClickFunnels.

The Offer

You’ll soon see that the above screenshot shows a pitch for the ClickFunnels suite of tools, which generates an offer for the first product in the suite, the ClickFunnels webinar attendance recorder.

Here’s the beauty of having a second product in the suite. Since many businesses will want to learn more about the ins and outs of the product, or will want to track and analyze the results of their webinar, the offer for the second product is predefined, and the funnels are connected.

Newsworthiness

In a nutshell, the point of this email is to get people to click on a link in order to learn more about the product or service. But it goes beyond that. When a business creates a useful tool that solves a problem, this is known as “Newsworthiness“.

If you’re aware of the term, you’ll know exactly what it means. If you’re not, then let me explain:

In short, newsworthiness describes the quality or unique value of an invention, idea, or discovery. It is used in relation to new products, brands, or technologies, and can be applied to products, people, or businesses. Simply put, if you’ve never heard of something before or it solves a problem that you have, it’s probably worth your while to learn more about it.

Social Proof

Last but not least, let’s discuss social proof, the third vital ingredient in any successful email marketing campaign. In a nutshell, social proof provides additional reinforcement that your product or service is useful or necessary.

Social proof comes in many forms, but we’re going to keep it simple and look at how many clicks a given link gets. If you’ve ever visited Facebook, you’ll know exactly what I mean. If you’ve never used the site, it’s a good idea to spend some time there, particularly the Live page, to get an idea of how the site operates.

Watch The Video

The video above offers a very terse explanation of what a viral video is, and how you can use one to your advantage.

Here’s how it works: If you’ve got a compelling video that answers a question or solves a problem, you can essentially market a product or service, or offer a discount, and capture the person’s email address in the process.

This is known as the “Variety” technique, and it’s a tried and tested method that draws on the power of video.

Wrapping It Up

So why should you care about the above email? Well, for one thing, it contains a link to a webinar that teaches you how to use ClickFunnels, the tool that this email represents. By registering for this webinar, you’ll gain access to a lot of valuable information, including how to build funnels & automate email campaigns with a simple step-by-step tutorial. (More on that in a bit.)

But beyond this, you should care about this email because it represents a well-executed variation on a classic email pitch. As I pointed out above, the pitch for the webinar is defined, so when someone clicks on it, they’ll see an offer for a product that they might be interested in.

Additionally, you should care about this email because if you run a business or a blog, you’re probably already thinking about ways to connect with your audience. And what better way to do this than through email marketing?

Having a basic understanding of the anatomy and components of a Seinfeld email campaign will help you devise more effective strategies to grow your business and attract potential customers. But don’t just take my word for it. Why not try out the whole shebang? You can use the tool here to build a sample email campaign, complete with a pitch for a product or service, and track the results.