An entrepreneur’s ultimate guide to email marketing

For every $1 you spend on email marketing, you receive $38. That’s a return of 3,700%. Woah! In this post, I’ll show you how to get those crazy returns when email marketing – even if your list is tiny.

What is email marketing?

Email marketing is a marketing strategy based on sending emails and building relationships with potential customers on your email list.

Many people think email marketing is dead because of all the advancements in video marketing, chatbots, and AI. However, this isn’t true. According to data collected by HubSpot, email marketing has never been more alive. 59% of marketers say email is their biggest source of return on investment.

But what makes email marketing so profitable?

Emails works so well because it allows you to build relationships with your customers

What makes email marketing unique?

Email marketing allows you to take advantage of organic traffic coming to your website. Since they’re visiting your website, they’re already somewhat interested in what you’re selling. This allows you to build relationships with potential customers who’re interested in your product or service.

Another reason why email marketing works is that it’s free. Unlike other marketing methods like Facebook ads or Google ads, you don’t have to pay for every click. Simply send away.

How to get started with email marketing

Getting started with email marketing takes some upfront work. But once you’ve set everything up, most of the work can be automated.

Step 1: Create a lead magnet

A lead magnet is something you give away for free to incentivize visitors to give you their email.

Lead magnets can be eBooks, email courses, webinars, or quizzes. 

If you’re starting, use email courses. People love it and it doesn’t require you to write a 200-page eBook.

A common mistake many entrepreneurs make is not giving away enough value when creating lead magnets. Lead magnets should contain information and advice that visitors can’t Google. Why do they need to give you their email if they can just Google it?

If you want to create a lead magnet that your audience can’t help but sign up for, then shoot me a message here and I’ll be glad to help.

Once you’ve created an irresistible lead magnet, it’s time to create a squeeze page.

Squeeze pages are designed to collect contact info

Step 2: Create a squeeze page

A squeeze page is a special type of landing page designed to do one thing. Collect contact information. When email marketing, our goal is to capture – you guessed it… emails.

Your headline is the most important part of your squeeze page. The first thing visitors see when they land on your squeeze page is your headline. Your headline must offer an immediate benefit to the visitor or they’ll click that dreaded “X” button. Examples of benefit-driven headlines are…

  • Get any girl you want in 3 easy steps.
  • Want 50,000 visitors every month?
  • Want to lose 20 pounds in 3 months?

In my previous post, I said “How-to” headlines are great. Well, when it comes to squeeze pages, it’s not. When someone sees a squeeze page headline like, “How to lose 20 pounds in 3 months”, they think to themselves, “Why do I need to enter my email to learn that when I can just Google it”. Benefit driven questions work best for squeeze page headlines.

Once you’ve written a benefit-driven headline, you need to write a supporting sub-headline.

Visitors will be attracted to your headline, but not quite ready to give you their email. This is where a supporting sub-headline comes in.

Supporting sub-headlines works best in list form. Mention all the secondary benefits they’ll receive when signing up. Your headline might be…

  • Want to lose 20 pounds in 3 months?

And your sub-headline will be…

Sign up now for…

  • Daily bodyweight workout videos that’ll help you shed fat fast
  • A meal plan that allows you to eat all your favorite foods while losing weight
  • The daily habits that helped me get the body I want
  • A list of supplements I take to stay fit and healthy

So, when your visitors are attracted to your headline but aren’t ready to sign up, your supporting bullet points will get them to sign up.

The next step is choosing the right video or image for your squeeze page. Neil Patel found that visitors were 144% more likely to buy after seeing a product video. That just shows the power of using video. People find videos engaging and it increases the time spent on your website, resulting in a better SEO ranking.

If you don’t have a video to use, choose an image that’s consistent with your web design. You can even create an image showing the lead magnet visitors will get when they sign up.

Once you’ve chosen an image or video, it’s time to include some social proof. Include your best testimonials and reviews. Any type of social proof will work but, choose ones that include specific stats and numbers.

The last thing you’ll need to do is create a call-to-action or CTA. It encourages your visitor to act. Examples of great CTA’s are…

  • Sign up now
  • Get Instant Access
  • Buy Now

Optin Monster created an in-depth guide to creating the perfect call-to-action.

Now that you’ve created an irresistible offer and a squeeze page that converts, it’s time to grow your email list.

Building your email list is easier than you think

How to build and grow your list

The best way to grow your email list fast is to host a second giveaway on top of your lead magnet giveaway. For example, VideoFruit gave away a 10-year subscription to Leadpages for one lucky email subscriber as their prize.

Giveaways are engaging, it sets you apart from your competitors, and people love winning free stuff.

Identify what your audience would love and give them a chance at winning it by signing up.

Once you’ve captured a few emails, it’s time for the fun stuff.

How to create email sequences that sell

The key to writing an email sequence is to find the perfect balance between value emails and sales emails. Too much selling will result in people unsubscribing. Too little selling and you’re leaving money on the table.

Here’s an email sequence template that balances value and sales perfectly.

  • In your first email, introduce yourself and your brand. Thank your subscriber for signing up and tell them what to expect. If your lead magnet is an eBook, attach the eBook to your email.
  • In your second email, explain to them why the problem you solve, matters. For example, if you’re selling SEO services, explain to them the consequences of not investing in SEO. Use stats and numbers to validate your point. You can even implement storytelling to emotionally hook them into your sequence.
  • When they’re aware of the problem you solve and its importance, present some helpful tips they can use to solve their problem. But don’t give all your information away for free. Think of this email as a trailer for your movie.
  • Now they know why the problem you solve is important, and they how to solve that problem to an extent. Now it’s time to launch your product or service. This is the email where you hard sell your product or service. Use copywriting basics like crafting an emotionally appealing headline and hook.
  • At this point, some subscribers bought your product or service, and some didn’t. It’s time to remind those who didn’t buy, that your offering is expiring. Create some urgency.
  • Two hours before your offer expires, send an email to those who didn’t buy. Sell your product or service using emotional benefits and tell them your offer is expiring in two hours.
  • Your offer is now expired. Share some sales figures and tell them when your next offer will take place.
  • Now that your sale is over, you must continue adding free value until your next offer. This is important, and this is where most email marketers go wrong. They don’t continue adding value. If your subscribers notice that you’re only sending them emails when you’re selling stuff, they’re going to unsubscribe. Continue adding value and your subscribers will be more likely to buy next time.

If you’re looking to craft the perfect email sequence but don’t have the time, send me a message here and I’d be happy to help.

Summary of email marketing


Email marketing may require a good amount of creavity and perseverance, but your hard work always pays off. Remember that you’ll get $38 for every $1 you spend.

To recap…

  1. Create an irresistible lead magnet
  2. Create an eye-catching squeeze page
  3. Grow your list using secondary giveaways
  4. And use an email sequence that balances free value and selling

Do you have any questions? Let me know in the comments below.

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