Email Marketing Mastery Reference Guide

CORE EMAIL MARKETING PRINCIPLES

WHY EMAIL (The Ignored Money Printer)

The Personal Confession:
I was an idiot and decided not to email for the vast majority of my life because I hate money apparently.

The ROI Reality:
- Average ROI: $35-$45 for every $1 spent
- Imagine if there was a stock investment that you could 50x in a week—that's kind of like what email is
- People STILL don't do it (including Alex for most of his career)

Why Email is More Profitable:
- Already spent cost to acquire the contact
- Email is essentially follow-up
- Only real costs: Software + email writer (minimal)
- One email writer can send to 10 million people = tremendous leverage

Email Consumption Stats:
- 61% check email multiple times per day
- 20% check multiple times per HOUR
- Almost same consumption rate as social media
- Uniform across age groups:
- 15-24: 90%+
- 25-44: 90%+
- 45-64: 90%+
- 65+: 84%
- Likely transcends countries (works globally)

Two Objectives of Email (Same as Content):
1. Increase likelihood person purchases in future
2. Get them to purchase now

Email vs. Other Channels:
- Social media: Algorithm decides who sees content
- Email: Your past performance determines inbox placement
- You actually OWN the list
- Send directly to them

Application: Email is the highest ROI marketing channel most businesses ignore. Start immediately, even if years late.

THE FIRST EMAIL (Starting After Years of Waiting)

Subject: Is this on?

Opening Quote:
It only takes 20 hours of focused effort to get proficient at any skill. The problem is most people waste years before they start the first hour.

Body Structure:
```
After 13 years of business, I'm finally going to write you.

I know—it's been a while.

The fact it's taken me this long is doubly stupid considering people think I'm an author.

REASONS I DIDN'T EMAIL BEFORE:
1. I'm so selective with your attention, I don't want to waste it ever
2. I'd rather not send something at all than send something bad
3. I'm very picky with written word (all written content is directly from me)
4. Written word carries more oomph than anything else

Starting: Mozzy Money Minute
- Goal: Provide value in under 60 seconds
- Hope to pay for myself with every email
- One thought that improved my life per email
```

The Permission-Granting Framework:
- Acknowledges the delay openly
- Explains reasoning (builds trust)
- Sets clear expectation (under 60 seconds)
- Makes promise (value every time)

Application: If you've waited to start emailing, acknowledge it honestly. Set clear value expectation. Start.

UNSUBSCRIBING (The Misunderstood Metric)

The Reframe:
I don't see unsubscribing nearly as negatively as other people do.

Why Unsubscribes Aren't Bad:

1. They Still Know You Exist
- Workshop attendees often unsubscribed from email
- But they SHOWED UP in person
- They know who you are, just prefer different communication

2. All Platforms Have Unsubscribes
- Thousands unsubscribe from Instagram daily
- Thousands unsubscribe from YouTube daily
- Just have more people subscribe than unsubscribe

3. Advertising = Letting People Know
- If someone unsubscribes, they absolutely know about you
- Doesn't mean they won't buy
- Might not be right inbox/communication form

Make Unsubscribing EASY (Critical):

Why Easy Unsubscribe is Strategic:
- Brands that make it hard = you HATE them
- Sending to uninterested segments DECREASES domain deliverability
- Vanity metrics (large list) actually hurt deliverability to engaged people
- Dormant subscribers worse than unsubscribes

Shaking the Tree (First Email Phenomenon):
- If haven't emailed in 6+ months, first email will have high unsubscribe rate
- This is NORMAL and GOOD
- Called pulling forward churn
- Same with recurring customers: reach out after silence = higher churn (this month + next month's churn together)
- Alex's first email: Just over 1% unsubscribe (seemed high)
- Now: 0.42% unsubscribe rate per email (acceptable)

The Logical Extreme Test:
If you're afraid to email because you don't want unsubscribes, why do you have emails to begin with?
- Like saying: I don't want to post content because people will unfollow
- Point of following = to advertise
- Point of email list = to email them

Application: Make unsubscribing one-click easy. Track rate but don't fear it. Clean list = better deliverability = more money.

SEGMENTATION (The 791% ROI Multiplier)

The HubSpot Study:
791% increase in ROI from email from ONE thing: People who segmented their lists got way higher returns.

Why Segmentation Works:
- Right emails to right people = higher conversion
- Wrong audience kills even great emails

The Irrelevance Problem:

Example 1: Advanced Content to Beginners
- This is not for me → ignore/unsubscribe

Example 2: Beginner Content to Advanced
- This doesn't apply → ignore/unsubscribe

Example 3: Advanced Content to People Without Business
- This is irrelevant → ignore/unsubscribe

It's way less about how good the email is and so much more about WHO'S getting it.

Segmentation by Qualifier:

Their Opt-In Qualifiers:
- Revenue level
- Have business or don't have business
- Industry/niche
- Problem severity
- Company size

How They Use It:
- Send this to $500K+ only
- Send this to $5M+ only
- Send this to $0-$100K only

The Lying Problem:
A lot of people want to lie because they think they're going to get a better experience if they go up.
- Reality: Just getting stuff that doesn't apply
- Be honest when opting in

Application: Add qualification questions to opt-in forms. Segment by revenue, stage, or problem. Send targeted emails to segments, not entire list.

EMAIL STRUCTURE (The Reward Loop Architecture)

The Mozzy Money Minute Format:

1. Subject Line Decision:
Mozzy Money Minute #[X]: [Topic]

The Branding Rationale:
- Considered split-testing subjects heavily
- Decided to build BRAND of Mozzy Money Minute
- Like podcast episode naming
- Goal: Brand becomes so strong, people click regardless of topic
- When people know they always get value, they always click

Alternative Approach:
- Subject could just be the hook/promise
- Both valid strategies
- Chose consistency for brand building

2. Words I Like (Immediate Reward):
- Quote or tweet at TOP of email
- Purpose: Reward for clicking and opening
- In one glance they can be rewarded for taking the first action
- Uses proven tweets (highest shares)

The Behavioral Psychology:
I want to reward every action someone takes.

How Behavior Actually Works:
- NOT: What happened before triggered action
- ACTUALLY: Did thing because rewarded for it in past
- Look at what happens AFTER behavior to see why they do it
- People do behaviors to improve life/get something

3. Meat of Content (Under 200 Words/Under 1 Minute):
- Keep promise: Under a minute
- One concept only
- Tactical and immediately usable

Content Structure Pattern:
Problem/Condition → Solution → How to implement → Why it works

Example (Social Proof Email):
- Problem: No matter how good your product is, strangers won't believe you because you're biased
- Solution: Easiest way to overcome: Overwhelming social proof
- Reality: So few businesses do it
- Tactic: Here's an easy tactic...
- If brick & mortar: Print every 5-star review, frame with $1 frames, cover lobby floor to ceiling
- If online: [Alternative approach]

One Concept Rule:
A lot of times I'm like 'Man, I could put this other thing in' → No. One concept. Keep cutting down until it's just this.

4. Call to Action:
- Contextual to email content
- Usually two options:
- Scaling business → Acquisition.com workshops
- Starting business → School.com
- Makes sense for where they are

5. PS Statement (Critical):
Beyond the headline, it's the most read part of the email.

Why PS Statement Matters:
- Not having a PS statement is PS stupid
- Second-most read part after subject
- Opportunity to reward for reading full email
- Encourages clicking (trains audience)

PS Statement Purposes:
- Meme/humor (reward for reading)
- Additional tactic
- Link to related content
- Reinforce main point

The Click Training:
I want to regularly get people to click because I want my audience to be rewarded for clicking in general.

Blog Example:
- ❌ Don't put full blog in email
- ✅ Put interesting nugget, then link to read more
- Training audience: Clicking = rewarded with value
- 4 good emails + 1 terrible = That was so useless I'm not doing this again

The Patience Principle:
I would rather extend period of time where I haven't talked to somebody and just make sure what I send them is GOOD.

Long-Term Consequence:
- People don't open emails → Eventually end up in Promo tab
- Promo tab = email death (no one checks)
- Need people to open quickly

Application: Structure every email with immediate reward (quote), valuable content (under 200 words), contextual CTA, and PS statement. Train audience that clicking = value.

MOBILE OPTIMIZATION (The 58% Reality)

The Stat:
58-60% of global internet traffic is mobile devices.

The Problem:
A lot of people's emails are not optimized for mobile viewership.

What to Check:
- Desktop format display
- Mobile format display
- Especially critical if using images

E-commerce Specific:
- Images can get totally messed up
- Looks unprofessional
- Totally plummets the click-through rates

Application: View every email on both desktop and mobile before sending. Test image rendering on mobile devices.

CONSISTENT FORMAT (The McDonald's Principle)

The Philosophy:
I tend to love templates. I love to just figure out what works and then do it over and over and over again.

Early Stage:
- Experiment a little
- See what gets responses/clicks
- Then lock in format

The Pattern:
You'll notice the Mozzy Money Minutes more or less have the same format.

Standard Elements:
1. Subject (Mozzy Money Minute + topic)
2. Words I Like (quote/tweet)
3. Content (tactic)
4. CTA
5. PS statement

The McDonald's Analogy:
I don't want any surprises. I'm expecting Big Mac, I want fries, I want my Coke.

Application to Email:
- Not same content, but same structure
- Today's is different than yesterday's
- But format makes them equally good
- Predictable = trusted

Application: Once you find winning format, replicate it. Let audience know what to expect. Vary content, not structure.

FREQUENCY (How Often to Email)

The Research Answer:
Perfect cadence seems to be around **3 times a week**.

The Flexibility:
I don't like rules. You could send 2, could send 1, whatever.

The Core Truth:
The more often you email, the more you will convert.

The Balance:
- Sweet spot where people aren't bothered
- Quality matters more than quantity

The Quality Solution:
If you send someone stuff that always makes them money, how much would they like you to send them? Tons.

The Promotional Email Problem:
- Most people balance give vs. ask ratio
- Alex's approach: Every email is valuable
- No purely promotional emails
- Always provide value + easy link (like link in bio)

Starting Framework:

If You Haven't Started:
1. Start with once a month
2. Can move up from there

The Breakthrough Moment:
I committed to twice a month, sat down and wrote 24 emails. Took like half a day.

The Realization:
I could have been emailing my whole list for a year off half a day's work.

The Commitment Hack:
- Write 12 emails in one sitting
- Now you have whole year done
- Everything else is bonus
- Removes adding to plate excuse

The Cadence Philosophy:
I personally don't like committing to a cadence.

Why No Hard Commitment:
- Don't want to HAVE to make something (quality suffers)
- Rather have quality threshold
- 2 good ones = 2 go out
- 4 good ones = 4 go out
- 0 good ones = 0 go out

Application: Start with 12 emails written. Send at least monthly. Scale to 2-3x weekly as you build confidence. Prioritize quality over cadence promises.

PLAIN TEXT (The Email Approximation Strategy)

The Ideal Email Principle:
The hypothetical ideal email should look like emails you would exchange every day.

What Daily Emails Look Like:
- Pretty much all text
- Handful of sentences
- Maybe a link, maybe not
- Usually NOT a lot of images

Why This Matters:
We want our emails to approximate that as closely as possible.

The Opposite (What to Avoid):
Looks like the Vegas Strip inside the email = 100% promotion.

The Algorithm Consequence:
- AI is smart nowadays
- Recognizes 100% promotional content
- Puts it into Promo tab

The Plain Text Rules:

1. Text Dominance:
- As much text as possible
- Minimal to no images

2. Link Limitation:
- One link max
- Maybe two links max
- NO MORE

3. Money Language:
We've noticed if we put more money stuff in an email, it tends to get higher percentage in Promo tab.
- Try to remove money language from text
- Increases likelihood of right inbox

The Deliverability Crisis (B2B):
16.99% of marketing emails don't even get into inbox—let alone Promo tab—they don't even make it.

Why This Happens:
Domain Authority
- Reputation with email servers
- Based on quality of emails you send

The 100 Golden BBs (Not One Silver Bullet):
"It's just consistently providing emails that people:
- Engage with
- Click
- Open
- Read

These are all indications stuff you're sending is high quality and improving their overall email experience."

The Platform Alignment Principle:
Don't try and figure out hacks. Try and simply align what you do with the objective of the platform.

Email Provider's Objective:
- Provide highest quality email experience
- Sift out fewest important emails

The Worst Scenario (False Negative):
- Someone: Hey I sent you this email
- You: I didn't get it
- Them: Yeah I sent it
- You: Google is taking all these important emails—I may consider switching servers
- This is WORST thing that can happen

The Other Bad Scenario (False Positive):
- Weak spam filter
- Getting all spam constantly
- Less likely but still increases switching likelihood

Advanced Tactic (2011 Bonus):
Use Google-Native Links for Higher Deliverability:

Why:
- Google understands what the file is
- Higher deliverability + click-through rate

How:
- YouTube link → High deliverability
- Sales letter → Access via Google Drive
- VSL → Upload to Google Drive
- Sometimes these Hokey, duct-taped-together assets actually convert even better

Application: Send plain text emails only. Max 1-2 links. Remove money language. Use Google-native links when possible. Align with platform objectives, don't hack.

A/B TESTING SUBJECT LINES

The Brand vs. Optimization Tension:
I'm trying to build the brand of Mozzy Money Minute, so I'm willing to sacrifice a little bit of short-term open rate.

Long-Term Strategy:
- Hardcore audience will always open Mozzy Money Minute
- But what comes AFTER still has influence

How A/B Testing Works:
1. Test small percentage with A vs. B
2. Platform identifies winner
3. Sends rest of list the winning combination

Where This is Standard:
- YouTube does same for thumbnails/headlines
- Some of you are like 'I see you switching this out'—duh, there's a split test tool
- Same thing works for email

Application: Use platform's A/B test feature for subject lines (if available). Test variations, let data decide winner.

LEAD MAGNET & OPT-IN STRATEGY

The Peeled Chapters Approach:
When I write my books, I inevitably write a couple chapters that are really valuable but don't flow with the book's theme.

What to Do With Them:
- ❌ Don't toss them
- ❌ Don't just use as YouTube script
- ✅ Finish them to book quality
- ✅ Use as opt-in bonuses

Platform-Specific Bonuses:
- Gives people reason to subscribe to that specific platform
- Can't do this on YouTube (have to use link)
- Works perfectly for email

The Opt-In Email Structure:

1. Build Anticipation:
I've got a big announcement coming. As long as you're subscribed, you're going to find out about it first.

2. Deliver on Promise:
- Reinforces opting in
- Shows you follow through

3. Get Engagement (Critical for Deliverability):

The Reply Mechanic:
When someone replies to an email, you get reinforced in terms of algorithm of the server.
- Server thinks: Oh this is something they're engaged with
- Want people to engage immediately

How to Structure:
- Explain value of staying subscribed (NOT just the widget)
- Sell them on regular communication
- THEN mention the lead magnet near end

Why This Order:
You have their attention until you give them the immediate reward that was promised.

The Tiny Moment of Maximum Motivation:
You have this tiny, tiny moment where they have huge motivation.
- Capitalize on it
- Resell them on staying subscribed
- Before giving them what they came for

The Lead Magnet Sell (Example):
```
Inside the secret chapter it reveals things like:
- How to get people to engage with your stuff who otherwise wouldn't
- How to make your advertising 9.5x as profitable
- The two things you need to pull this off (it's on page 5)
- The most powerful offer of all time (this will never expire)
- 5 ways to add loops that increase lead quality
- The 4 ways to display discounts

And there's a lot more, but this is a solid start on how to design a winning acquisition strategy.

Just reply YES to get it.
```

The Reply YES Mechanic:
- Even though they opted in (said they wanted it)
- Really need them to REPLY YES
- This segments you away from Promo tab
- Critical for deliverability

The Alternative Scenarios (Both Bad):

Scenario 1: Bad Lead Magnet
- Give bad lead magnet with nothing else
- They immediately unsubscribe or never engage again

Scenario 2: Good Lead Magnet, No Resell:
- Give good lead magnet but don't sell on staying
- They just get thing and never check again

Scenario 3: The Nightmare:
- They follow all steps
- Read the lead magnet
- All of that work wasn't worth it

The Guiding Fear:
This keeps me up at night. I just want to make sure I always give a positive return on time relative to anything else someone could consume.

Application: Create high-value lead magnet (book chapter quality). Sell them on staying subscribed BEFORE giving magnet. Require reply to get it (trains engagement immediately).

OPEN RATES & CLICK-THROUGH RATES

The Metric Shift:
A lot of email marketers have shifted towards tracking CTR over open rates.

Why the Shift:
- Apple privacy laws made tracking open rates difficult
- CTR more reliable

Alex's Stats (Benchmark):

Open Rate: 35.7% (just under 36%)
- Don't know how accurate this is
- Apple privacy impacts

CTR (Click-Through Rate): 8.5%
- Very strong CTR
- More confident in this number

Two Ways to Calculate CTR:

1. Percentage of ALL Sent:
- 100,000 sent
- 10,000 clicked
- = 10% CTR of total

2. Percentage of Opens:
- 100,000 sent
- 30,000 opened
- 10,000 clicked
- = 33% of opens clicked

Alex's Performance:
8,500 for every 100,000 we send—pretty crazy, pretty good.

Optimization Strategy:
I'd be optimizing all my effort for CTR, but over a longer period.

Time Horizon:
- Not each individual email
- Overall CTR across all emails in general

The Deposit/Withdraw Analogy:
Some emails you don't need to make the quote-click-ask as hard.
- Balance over time
- Depositing before we withdraw a little bit

Application: Track CTR as primary success metric. Aim for 5-10% CTR of total sends. Optimize over time, not per email.

TIMING TACTICS (Days & Times)

Three Golden BB Timing Optimizations:
Things that'll just give you tiny little lifts in overall performance.

Why These Matter:
If you're sending one email a week, might as well maximize likelihood and effectiveness.

TACTIC #1: Best Days of Week

B2C (Business to Consumer):
- Best Days: Mondays and Tuesdays
- Average increase in open rate: 18%

B2B (Business to Business):
- Best Day: Wednesday
- Comparable lift to B2C (~18%)

The Reasoning (Speculative but Logical):
- Consumers more distracted Mondays/Tuesdays
- Business people working hard Mon/Tues
- Wednesday = catch their breath day

Could just be adding a narrative, who knows, but fundamentally the stats are there across zillions of emails. (Data from Neil Patel)

TACTIC #2: Best Times of Day

Two Sweet Spots:

Sweet Spot #1: Right Before Lunch
- 10am - 12pm

Sweet Spot #2: Right After Lunch
- 1pm - 3pm

Why These Work:
- First thing in morning = very competitive
- Real business emails pile up
- I gotta deal with this stuff first
- Mid-morning/afternoon = slide in when less competitive

TACTIC #3: Time Zone Considerations

Local Businesses:
- These times very relevant
- Specific to your time zone

Across Multiple Time Zones:
- I wouldn't lose too much sleep over it
- Alex sends everything PST
- Three-hour window across US
- Half his audience international anyway

Application: B2C → Send Monday/Tuesday. B2B → Send Wednesday. Times: 10am-12pm or 1-3pm in your primary timezone.

TESTIMONIAL-BASED EMAILS (High-Performance Example)

The Email That Did Exceptionally Well:

Subject: Mozzy Money Minute: Testimonials That Convert

Words I Like (Tweet that performed well that week):
Perspective:
- Rich people buy time
- Poor people buy stuff
- Ambitious people buy skills
- Lazy people buy distraction

Why This Tweet:
- Super high performer for the week
- This email got plenty of people screenshot and sharing
- Email list bringing in NEW subscribers organically
- How amazing would it be if your email list itself brought other people in? That's my goal.

The Content (Testimonial Hook Formula):

Problem Statement:
Turning testimonials into ads is very profitable but often very tough.

The Main Finding:
After reviewing all testimonials and what separated best from rest, there was one thing the top 4 all had in common: **A pain-based hook**.

Top 4 Hooks of All Time (From 2500 testimonials reviewed):

We were two months away from shutting our doors
We were barely making enough to survive
I paid payroll, paid rent, and finished the month with $0 of profit
I pay all my expenses every month, work all day, and end up with $0 of profit

The Pattern Recognition:
Interesting that there's two '$0 of profit' in top 4 of all time.
- Different people, no script
- That's like my marketer hat: Interesting—zero, zero
- Both said $0 of profit

The Insight:
If hooks are one of the most important parts of any ad, then we should obsess about what the testimonial hooks are.

The Wrong Question:
❌ How was life before you started working with us?
- Gets very long story
- Hard to find really good hook

The Right Question:
✅ What was your worst moment?

Why This Works:
- Moments make hooks
- Details make them powerful

The Comparison:
- ❌ Oh we were struggling (vague, boring)
- ✅ We were barely making enough to survive (visceral, specific)
- ✅ We were two months away from shutting our doors (moment, detail)

Application: When requesting testimonials, ask: What was your worst moment? Extract pain-based hooks. Use these as ad/email hooks.

CTA CONTEXTUALIZATION (The Critical Mistake)

The Common Mistake:
A lot of people do the same copy-paste CTA, or YouTubers take their mini ads and just slice them in.
- Wearing different shirt
- Different energy
- Totally disconnected from content

Why This is Huge Mistake:
If you think about the reason you make stuff, it's to increase likelihood people convert in the future or convert them now.

The Logic:
- If that's most important part short-term
- Why wouldn't you take extra minute (or 30 minutes)
- To make it contextual?

YouTube Example:
If you've noticed my YouTube videos, the CTA for this video was around email.
- Beginners content → CTA to School
- High-level Enterprise Value → CTA to Acquisition.com workshops
- Email content → CTA about email opt-in

The Bad CTA (From Testimonial Email):
If you like tactics like these to [grow] your business, you'll love our...
- This is a terrible CTA
- Should have linked more to testimonials

Even Bad CTAs Can Work:
Room for improvement, but this one still did really well.
- Added context: 25% of our rooms over $5M revenue, 50% over $1M
- Gives idea of room quality

The CTA Bridge:
- Obviously related to content
- How you BRIDGE into CTA matters
- Contextual transition

Application: Never copy-paste CTAs. Write new CTA for each email that bridges naturally from the content. Reference specific points from email in CTA.

TACTICAL APPROACHES SUMMARY

The Complete Email Checklist

Pre-Send:
- [ ] Write 12-24 emails in one session (year's worth)
- [ ] Add segmentation questions to opt-in form
- [ ] Set up plain text email template
- [ ] Create lead magnet (book chapter quality)
- [ ] Write opt-in sequence that requires reply

Every Email Structure:
- [ ] Subject: Brand + Hook (or just Hook)
- [ ] Words I Like: Quote/tweet for immediate reward
- [ ] Content: Under 200 words, one concept, tactical
- [ ] CTA: Contextual to content, bridges naturally
- [ ] PS Statement: Meme, tactic, or reinforce main point

Before Sending:
- [ ] Check mobile display
- [ ] Check desktop display
- [ ] Verify 1-2 links maximum
- [ ] Remove money language where possible
- [ ] Use Google-native links if available
- [ ] Set A/B test on subject (if available)

Timing:
- [ ] B2C: Monday or Tuesday
- [ ] B2B: Wednesday
- [ ] Time: 10am-12pm or 1-3pm (primary timezone)

Post-Send Monitoring:
- [ ] Track CTR (primary metric)
- [ ] Track unsubscribe rate (should stabilize under 0.5%)
- [ ] Track deliverability (inbox vs. Promo tab)
- [ ] Note what content gets shared/screenshotted

Monthly Review:
- [ ] Overall CTR trending up?
- [ ] Segmentation working (different performance by segment)?
- [ ] Any emails hit Promo tab more often?
- [ ] What topics/formats performed best?

KEY MESSAGING POINTS & QUOTABLE MOMENTS

Power Stats:

$35-45 return for every $1 spent on email
791% increase in ROI from segmentation
16.99% of B2B marketing emails don't even reach inbox
One email writer can send to 10 million people
58-60% of global internet traffic is mobile
61% check email multiple times per day, 20% multiple times per hour
18% increase in open rate from optimal day selection

Memorable Phrases:

I was an idiot and decided not to email for the vast majority of my life because I hate money apparently
Not having a PS statement is PS stupid
Email is essentially follow-up
Looks like the Vegas Strip inside the email
Email death (Promo tab)
Shaking the tree (pulling forward churn)
100 golden BBs, not one silver bullet
The hypothetical ideal email should look like emails you would exchange every day
I want to reward every action someone takes
People need to be more reminded than they need to be taught
Moments make hooks. Details make them powerful.
Don't try to figure out hacks. Simply align what you do with the objective of the platform.

Behavioral Psychology Insights:

I want to reward every action that someone takes
You did that thing because you did it another time in the past and were rewarded for it
If you want to see why someone does something, look at what happens AFTER they do it
You have this tiny, tiny moment where they have huge motivation
Four good emails plus one terrible one can just make them never open again

AUDIENCE INSIGHTS

Who This Resonates With:

Business owners with email lists they're not using
Entrepreneurs who've avoided email for years (guilty, want permission to start)
Marketers getting low ROI from other channels
People with dormant lists (haven't emailed in 6+ months)
B2B and B2C businesses of all sizes
Anyone who hates money (self-deprecating humor lands)

Pain Points Addressed:

Fear of unsubscribes (reframed as good)
Don't know how to structure emails (template provided)
Think they need to be clever/creative (no—clear > clever)
Overwhelmed by email platforms/tactics (simplified to fundamentals)
Guilt about not having started (permission granted openly)
Don't know how often to send (3x/week ideal, start with 1x/month)
Afraid of annoying subscribers (quality content solves this)
Think email is dead/doesn't work (stats prove otherwise)
Landing in Promo tab (plain text + engagement solves)