The Email Marketing Show – Details, episodes & analysis

When it comes to running a business, it can feel like you're constantly drowning in numbers. Open rates, click-through rates, conversion rates—it’s easy to get lost in data.

But here’s the truth: most of these numbers don’t actually matter.

So, which ones do?

We’re Kennedy and Fifi, and that’s exactly what we’re tackling in this week’s episode of The Email Marketing Show!

Related episodes

How To Use Summits To Get Visible (Even If You’re An Introvert) And Build Your Email List, With Fifi Mason.

Useful Strategies To Stop Procrastinating RIGHT NOW To Get Your Email Marketing Done!

How To Build The Most Impactful Email Marketing Strategy Plan To Make More Sales In Your Business.

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.

Join the FREE Facebook group

Do you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint 

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Want to connect with Fifi?

Fifi is a personal brand and visibility coach who works primarily with introverted coaches and impact makers. She helps quieter...

Are you using AI in your business? Can it save you time, make you more efficient, and deliver a better experience to your customers? Depending on what you do and how you use AI, yes.

We’re Kennedy and Fifi, and today we're going to be talking about how we are leveraging the power of AI right now in our business. No fluff. No 'ideas' - just practical stuff that we're actually doing.

Ready? Let's go!

Related episodes

How To Use Summits To Get Visible (Even If You’re An Introvert) And Build Your Email List, With Fifi Mason.

Useful Strategies To Stop Procrastinating RIGHT NOW To Get Your Email Marketing Done!

How To Build The Most Impactful Email Marketing Strategy Plan To Make More Sales In Your Business.

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.

Join the FREE Facebook group

Do you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint 

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email...

How do you host your online summit or conference? Can you use a summit for list building and see more success in your business? We find out from our friend Fifi Mason, who's been running successful summits about personal branding for introverts for nearly 5 years.

Here are some awesome strategies and tips to make summits as successful and stress-free as they can be.

Let's go!

SOME EPISODE HIGHLIGHTS: 

(1:16) Check out our sponsor Zerobounce! 

(1:47) Who is Fifi Mason and what is an online summit? 

(4:29) Why run a summit? 

(8:30) Behind the scenes of organising a summit. 

(13:37) Tip 1: Give yourself at least 90 days to plan and organise your summit. 

(16:04) Tip 2: Narrow your niche. 

(18:10) Tip 3: Choose your speakers strategically. 

(22:14) Tip 4: Make use of your existing tech first. 

(27:46) Tip 5: Pre-record the sessions. 

(30:53) Subject line of the week with Fifi Mason.

[podcast_subscribe id="7224"]

Fifi helps introverted coaches and business owners who struggle to be visible and be the face of their business. She supports her clients in finding ways to work with their energy and personality, as not everyone with a personal brand needs to have an outgoing, gregarious personality to be successful.

The type of summits Fifi runs are pre-recorded five-day free events featuring multiple speakers. The sessions go out at set times, and attendees have 24 hours to watch the replays for free. After that, they can upgrade to an all-access pass, which allows them to watch all the recordings (and other content) after the initial 24 hours. A summit could be shorter or longer and a mixture of pre-recorded and live sessions - you (the host) get to decide how you want to run it. But this is the format Fifi has experience of.

An online summit is great for list building as your speakers and affiliate partners will promote the summit for you. Attendees will become warm leads for your business, so good money can be made from summits. 

Here's how summits are a 'win' for everyone:

• Attendees get high value for free and without the need to purchase anything if they can't afford to pay for content or training just yet.
• The speakers can become affiliates and earn an affiliate fee if they bring people from their audiences to the summit. Fifi also asks her speakers to offer a free giveaway to attendees, which means people can sign up for the speakers' email lists.
• As for the host, it’s a great opportunity to make new connections and build authority by hosting an event with incredible speakers and grow their email list by being exposed to the speakers' audiences. The host also makes money from the sales of the All Access Pass and anything extra they might want to offer.

No one is getting the short end of the stick - everyone who participates in the summit gets something out of it. All in all, a summit is a great way to build rapport with other speakers and with your audience and to convert people into customers.

Fifi says that organising her first summit felt daunting, especially when she realised how many tasks were needed. But her biggest barrier was the idea of interviewing speakers, as she'd never done that before. The speakers she wanted to invite were respected in the industry and had made a name for themselves - she almost felt there was a status gap there. And at first, that stopped Fifi from approaching people.

But during the lockdown, Fifi decided to go ahead and organise her first summit - everyone was online, so it felt like the perfect opportunity to reach people. As...

What do stage entertainment and email marketing have in common? As you may know, we are both from an entertainment background. Rob is a comedy hypnotist and Kennedy is a psychological mind reader (or mentalist). That means we spend a big chunk of our lives on stages using psychology to make people do certain things, to perform and entertain an audience, and make it funny, interesting, and engaging in the process. So today we're sharing 12 email marketing strategy examples from our on-stage careers that we use in our psychology-driven email marketing. 

Ready to find out how you can apply these 'tricks' to your email marketing? 

SOME EPISODE HIGHLIGHTS:

(00:09) Want to make your sales from your email marketing? Grab our Click Tricks.

(4:28) Train your audience and create authority.

(9:54) Grab and keep people's attention.

(12:27) Be yourself and surprise your audience.

(16:49) Tell stories and create a setup & payoff situation.

(21:03) Build beliefs.

(21:38) Adjust and adapt the way you address people.

(24:51) Find the most efficient way to do things.

(27:08) Pay attention to language patterns.

(28:58) Subject line of the week.

We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!

That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. 

The first strategy we'd like to share is training your audience. What do we mean by this? Well, this may sound strange, but when people go to an event for the first time, they don’t know how to behave. Can they interact with the host? Should they stand up or sit down? People have questions. So the first thing we do when we get on stage is to explain the culture and the rules of engagement. In other words, we train our audience.

We do this right at the start of our opening bid, which is highly interactive and more akin to stand-up comedy. It’s where we let people know how the show is going to go. We communicate our style and form of entertainment, which is individual to each performer.

And we do the same in our email marketing, which is why we talk about how important it is to tell your audience how often you're going to email them and what they can expect from you, for example. Tell them if they can reply - and of course, we encourage that.

In our Getting to Know You sequence (i.e. our welcome sequence) we ask a question that gets people to reply. And we also include a link (or several) in every email we send. Because this teaches our audience that every time they click on a link in one of our emails, they get rewarded with something valuable.  

Whatever you do (or don’t do) in your email trains your audience into specific behaviours - whether you're doing this consciously or not. Are these behaviours serving you (and your audience) in a positive way? Because if they're not, you may be stopping people from getting value from what you do. So become aware of what you’re training your audience to do.

Another important email marketing strategy example we want to share is creating authority. As entertainers, sometimes we go on stage to perform in front of a group of people who don’t know who we are or whether we’re any good. People have...

How do you make sure you get better results, more engagement, and more sales using email marketing campaigns? You need to understand the psychology of marketing.

We’re Kennedy and Fifi, and today we're going to share the 9 psychological strategies that we successfully use in all our email marketing campaigns.

Ready to discover all our best secrets?

Related episodes

How To Use Summits To Get Visible (Even If You’re An Introvert) And Build Your Email List, With Fifi Mason.

Useful Strategies To Stop Procrastinating RIGHT NOW To Get Your Email Marketing Done!

How To Build The Most Impactful Email Marketing Strategy Plan To Make More Sales In Your Business.

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.

Join the FREE Facebook group

Do you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint 

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Want to connect with Fifi?

Fifi is a personal brand and visibility coach who works primarily with introverted coaches and impact makers. She helps quieter people - those who have ideas they want to

Do you have a flagship product - a core product or service that you focus on with your marketing and your messaging? Today we're sharing how you decide in what order to promote your products so you can simplify your business and your marketing and maximise your sales per subscriber. 

Sounds too good to be true? Well, it's a really simple trick, and you're just about to learn all there is about it! 

Ready? 

SOME EPISODE HIGHLIGHTS:

(4:43) All roads lead to Rome!

(7:21) Choosing your Rome.

(9:34) Create offers that appeal to different segments of your audience.

(10:40) Reduce the risk and deliver results to prove you can help.

(11:46) Bring more eyeballs to your core product.

(13:09) Simplify your business and maximise your profits.

(14:56) How to structure your email marketing.

(16:29) Talk about your offers in different ways.

(18:04) How to pick your flagship product.

(21:20) Subject line of the week.

In a casual, throwaway comment we shared during our Level Up mastermind in London, we said that all businesses need to have a core product and all roads must lead to it. It's like the old well-known expression that all roads lead to Rome! This was hands down the biggest takeaway from our participants, and it's an idea that we often take for granted but want to shed some light on because it might help you solve some of the problems you're currently experiencing in your business. 

When using our email campaigns, a lot of people ask us in what order they should sell their products and to whom. If you sell a couple of different products in your business and have a few lead magnets as well, you have to juggle different offers. So how do you know how they all fit together?

The great news is that there's an easy answer to this. You need to pick the one thing that you ultimately want everybody in your world to end up in. For us, it’s our membership, The League. Interestingly, what you choose as 'your Rome' doesn’t have to be your highest-priced product. For example, our email writing agency or our mastermind Level Up cost more than The League. But those are what we call our profit maximisers or upsell offers. They are products we make available for the people who want further help from us (more about that later).

So to help you figure out what your Rome is, finish the sentence, “If I could wave a magic wand and get everyone single one of my perfect customers to buy one thing from me, it would be ............”.

Our Rome is our membership because with our more expensive products we have a capacity issue. In our mastermind, we only have two groups of 15 people, for example. So we don’t want every single one of our ideal customers to end up there – that’s just not possible! But with our membership, we can have as many members as we want because it’s a scalable offer. In other words, having more people inside The League won’t diminish our ability to deliver. That's why our membership is our Rome, and everything leads to that. Bringing people closer to our Rome (our flagship product) is our ultimate goal.

So that's what you want to do too – figure out what your Rome is and then lead people to it. Because if your marketing isn’t doing that, it’s probably confusing people...

Are you thinking of running your own online summit? Are you wondering about how to promote a virtual event with email marketing?

Today we're sharing the lessons we've learned from running our own two-day online event - Inbox. This is the third year we hosted our signature email marketing conference, which is a totally free online event with multiple speakers and a ton of value. 

Want to know all about it so you can find out exactly what email campaigns you can run to make your next online event a super profitable one? 

Then let's go! 

SOME EPISODE HIGHLIGHTS:

(5:03) Why the online online virtual summit business model works.

(6:49) Why we choose to run Inbox on Zoom.

(8:00) Agree with the speakers when they're going to promote the event.

(9:53) Find sponsors for your event.

(10:56) Promote your event with email marketing.

(12:39) The registration sequence and the engagement sequence.

(16:06) The sequence you run during the event and the post-event sequence.

(20:07) How to handle the price hikes.

(25:51) Check out our Virtual Summit email campaign workshop.

(29:06) Subject line of the week.

Our Inbox email marketing conference is now online, which means people can attend from all over the world. But when we first ran the event in 2020 it wasn't meant to be free or online. We'd planned an in-person conference in Newcastle for $500 per ticket.

But then the pandemic hit, and we had to move the event online. We've basically changed the business model so that instead of having people pay for a ticket, they pay for the recordings of all the sessions (we call this All Access Pass).

Plus, because all the speakers also promote the event to their audiences (and earn a percentage of the sales), an online event like this is a great list-building exercise. We absolutely fell in love with this business model, and to this date, our conference Inbox creates the biggest influx of brand new subscribers to our list each year. 

One of the things we learned is that although there are different platforms designed to host virtual events (and those are absolutely brilliant) sometimes tech barriers stop people from attending. So we decided to host our event on Zoom, and we have no intention of ever changing that. 

Because running a virtual summit is a list-building exercise, you want lots of attendees! So it's probably not the right time to try out fancy platforms that people aren't familiar with because there can be a lot of resistance to those. Whereas with Zoom, pretty much everyone knows how to use it, so if you remove the tech resistance you'll have more people registering and attending the event. 

Another thing we learned is that not all businesses treat email marketing as a priority in their business. So while we know in advance what we're going to promote and when, a lot of businesses might not.

During the first year of running Inbox, we asked all speakers to promote the event to their list, but we didn't specify any timelines for them. And that meant that we got very little (if any) promotion at all from some of the speakers. 

So what we do now is to ask the speakers to specify in advance what dates they're going to promote the event. We ask them to create a schedule, put it in their calendars, and commit to it. So if you're organising an online event, don’t be afraid of letting your speakers know that it works as a collective. If all the speakers promote the conference to their list, then you’re...

How do you know if you're unique enough? What makes you stand out? How do you market yourself so that your ideal customers choose you and not your competitors?

These are some of the questions we answer today with the help of our awesome guest Belinda Weaver. Belinda is a copywriter who helps people who are learning to be copywriters to up their game. And today she talks to us about how to make yourself choosable. 

Yep - that's a word. And you sure want to find out all about it! 

SOME EPISODE HIGHLIGHTS:

(0:10) Want to get more sales from your email marketing? Grab our Click Tricks.

(3:50) Did Belinda really have a pet peacock called Cocker?

(5:10) Do you really need a USP to stand out from the crowd?

(7:20) No USP? No problem!

(8:45) How do you make yourself more choosable?

(10:00) Lean into the combination of ingredients that makes you unique.

(13:06) Tell people what it's like to work with you.

(16:44) Share your passion and why you got started.

(18:52) Be yourself and don't be afraid of feedback.

(23:02) Subject line of the week with Belinda Weaver.

We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!

That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. 

As business owners, we all worry about the idea of standing out. Why should people choose you? Do we worry too much about this? Is this a valid concern? Our friend and awesome copywriter Belinda Weaver shared with us that having a USP (Unique Selling Proposition) is indeed Marketing 101. We're told to come up with our USP and our differentiator and to have a great elevator pitch that explains what we do, who we do it for, and what makes us different. 

These kinds of things are drummed into us. And Belinda calls this the unicorn fallacy. It's this idea that in order to be successful, you have to be unique and different. But when she first started out as a copywriter, Belinda didn’t know what made her unique yet. So instead of trying to focus too much on that, she decided to become as good as she could be and then figure out what made her unique. And she thinks a lot of business owners should do the same.

As a copywriter, Belinda always asks her clients what makes them unique. And funnily enough, she never expects a great answer because she doesn’t have a great one herself! In fact, at first, she thought there was nothing in particular that made her unique. But she kept showing up, earning an income, and making progress. And at some point, she realised that maybe she didn’t have to be different in order to be successful.

Is anything ever unique anyway? Even if you invented something brand new, is it going to be unique for long? According to Belinda, having a USP isn’t completely irrelevant. We probably all have something that’s uniquely and brilliantly us, but if the USP becomes a gimmick that holds us back from what's important, then it’s not useful.

If we get paralysed in trying to find our USP and don’t do the things we could be doing to get more business, then there's no point in...

What do you do if you have a high unsubscribe rate? What is a high unsubscribe rate, and does it even matter? Or should we simply focus on addressing any spikes in unsubscribers instead?

We hear so many people telling us they put in a lot of work to build their list just to see their subscribers leave pretty quickly. And we know it's easy to feel bad about it, but if you find yourself in this situation, fear not! There's quite a bit you can do about it.

Ready to find out? 

SOME EPISODE HIGHLIGHTS:

(4:48) Unsubscribers aren't a bad thing!

(6:55) Why you can't just rely on your lead magnet.

(8:41) How to make sure people want to hear from you.

(12:48) Why use a Welcome sequence.

(14:39) Why monitor your unsubscribe rate.

(18:31) What to check when you have a high unsubscribe rate.

(21:41) Have you made any changes to your email marketing?

(22:51) Why always include offers in your emails. 

(25:15) Build a list of subscribers, not hostages!

(26:53) Subject line of the week.

Here are a few things to think about when it comes to unsubscribe rates - the impact they have on your technical email deliverability, your relationship with your list, and your business. Because broadly speaking, unsubscribers aren't a bad thing, especially when it comes to your emails getting delivered. 

Just for a second, imagine you have a massive mansion. You decide to have a housewarming party, and instead of just inviting your friends, you tell everyone who lives within 100 miles of your new place. So they all come, but the thing is – you don’t want most of these people there. In fact, you probably want them to leave! Because ultimately, you only want to hang around the people you actually like. And the same goes for your business. You want to build a list of people you like and who like you.

High unsubscribe rates are typical of the way we build our lists. And they're definitely part of the course when we use lead magnets. If you’re running ads or employing any other quick-win list-building strategies, you need to come to terms with the fact that a lot of people don’t want to be on your list - they just want your lead magnet.

So they’ll opt in for the thing, get it, and then quickly unsubscribe because they don't care much about hearing from you. But one way of fixing this is to make sure you have a long-term nurture sequence.

For example, if you join our list because you’ve listened to a few podcast episodes or have been in our Facebook group for a while, you’ve been nurtured into our world. That means you are subconsciously and psychologically committed to remaining on our list because we've built a relationship with you over time. It’s a totally different experience from someone you've never heard of before who signs up to a lead magnet. 

A good solution to help with this is asking people to join your email list because they want to hear from you however many times you email them every week. That way, your emails become the thing people are signing up for. And that should reduce your unsubscribe rate. Plus, it means that people are expecting emails from you. It's not just you suddenly sending them sales emails after they downloaded your lead magnet. 

You see, we also lose a good number of subscribers quite early on in our email journey. But this isn’t something unique to email marketing - it happens everywhere. Think about networking events or work meetings, for example. There aren’t that many people that you meet that you find interesting enough to keep in touch with or want to...

Why did we wait three years to create a brand? Shouldn't that be the first thing you do when you start a business? Probably not! It's not what we did, and there are valid reasons for that. Because for years, we proved again and again that we could sell our product - even if it was ugly. 

Want to know what this is all about? 

Let's find out! 

SOME EPISODE HIGHLIGHTS:

(5:33) Why we finally decided to create a brand.

(9:29) Why you should NOT create a brand as soon as you start your business.

(11:10) How we started Email Marketing Heroes.

(14:58) Focus on your offer first.

(19:57) Fix what doesn't work before making it pretty.

(21:26) The four things you need to focus on to make your business work.

(23:40) Launching 'ugly' businesses.

(27:47) Creating our brand - why now?

(29:39) Why create a brand for our products and audience.

(33:25) Subject line of the week.

You may have noticed that a couple of months ago we finally decided to create a brand - we overhauled our entire branding. Our colours and fonts look different, and we've even had our first professional photo shoot together. Why? Because our previous branding looked significantly uglier than it does now.

Over the years of being in business, we've definitely seen people around us producing graphics that looked way better than ours did. But the problem is that neither of us has an eye for things like that. We’re good at communication, but we’re not designers.

When we first launched our business, branding wasn't our priority. We just wanted to get off the starting blocks - not to create a brand that looked nice. So when we launched Email Marketing Heroes all we had was a logo.

We ran a contest, and the person who submitted the best logo also came on board to work with us. She's an amazing designer, but she's not a branding expert. And as a result, over the last few years, we’ve been producing graphics that looked inconsistent. They were nice in isolation but didn’t fit with anything else. All the different elements of our business had a different vibe, and we felt our branding was disjointed and was getting worse with time.

Unfortunately, over the years we've also seen businesses with amazing branding go out of business. Why? Because they focused on the things that looked good or what they found naturally interesting, enjoyable, and easy for them - rather than what needed to be done to run a business and to keep it going.

Because we all have to make sales. We have to show up and give value to people. And we need to put out offers that are so interesting and valuable that people are willing to invest in them, so we can stay in business and help more people.

And there’s one really uncomfortable piece of advice we find ourselves dishing out a lot to our clients, which is to stop doing the thing you’re doing because it’s the wrong activity for you to be doing in your business right now. Your problem above and beyond anything else is to figure out how to make money. Once you have that nailed, then you can build around it.

When we started our business, we wanted to find out whether people would pay us to teach them email marketing and buy our campaigns. When we launched our membership The League, we didn’t know if people...