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Let me explain something to you about email.
It’s older than the internet as we know it. It survived AOL. It survived MySpace. It’ll probably survive whatever Zuckerberg ruins next.
You know why? Because it actually works.
No algorithm changes to screw you over. No “reach” that mysteriously drops unless you pay up. Just you, an inbox, and people who literally asked to hear from you.
In fact email marketing is STILL kicking ass in 2025.
OR Listen Here:
Case in point: we were running a webinar for one of our clients (a public speaking coach), and since ads were already doing pretty well… we thought:
“Why not make use of his mailing list?”
So we whipped up an email and guess what?
That got us over 200+ sign ups in just ONE DAY.
Keep in mind that this is completely free.
So here’s why this worked and how you can get in on this right away.
Secret #1: Your List Needs to Actually Like You
This might sound obvious, but you’d be amazed how many people treat their email list like a neglected houseplant.
They water it once every three months and wonder why it’s dead.
If your list is full of people who signed up for a freebie three years ago and haven’t heard from you since? Good luck getting them to open anything, let alone register for your webinar.
So first thing to do: make sure your mailing list is filled with people who’re actually interested!
But even if you have decent people on your list, you still need to keep the relationship warm.
Think about it this way. What if someone you hadn’t talked to in years suddenly called you up asking for a kidney?
You’d probably hang up and block their number.
But if your best friend who texts you every week needed that kidney? Different story.
Email relationships work the same way…
Now I’m not saying you should be asking people for their kidney, but you should try to become the “best friend” in that scenario – send them regular messages, give them free stuff every now and then, and tell them how much you love them by actually adding value to their lives.
Secret #2: Stop Selling in Every Damn Email
People hate being sold to. They really, really hate it.
You know that friend who turns every conversation into a pitch for their MLM? That’s what most marketers sound like in email. And it’s why their open rates look sad.
For this client, we’d been sending weekly newsletters for months. Not sales pitches. Not “BUY NOW OR YOUR BUSINESS WILL DIE” scare tactics.
Just helpful content.
Tips.
Stories.
The occasional dad joke…
(okay, a LOT of dad jokes)
Sometimes we’d include a soft call-to-action. Sometimes we wouldn’t include one at all.
I can hear the internet marketers screaming already. “That’s leaving money on the table!”
Maybe. But you know what else leaves money on the table? Having everyone unsubscribe because you’re annoying as hell.
We wrote these emails like we were talking to a friend. Because that’s what good email marketing is. A conversation, not a sales presentation.
Secret #3: When You DO Sell, Make It Simple
After months of building trust, providing value, and being genuinely helpful, we sent one simple email about the webinar.
No fancy graphics. No countdown timers. No “ONLY 3 SPOTS LEFT” fake scarcity nonsense.
Just a straightforward message from someone they’d grown to trust, inviting them to something that could help them.
And it worked like magic because:
- The list is already warmed up – they know exactly who you are
- They trust you because you’ve been adding value to THEIR lives every week
- They understand it’s a sell this time… but they also know it might be worth it because they’ve already experienced your expertise through your free emails
That’s why our ONE email was so effective – it was basically the culmination of months of work.
And yeah, that means you do need to invest a bit of time and effort into this – but honestly, it’s great for branding and it’s great for converting your leads into paying customers… so you should probably do it anyway.
That’s it!
Basically, emails are awesome.
They’re an incredible relationship building and sales generating platform that directly converts your time and effort into money.
It’s not the sexiest marketing tool out there because the results aren’t ‘instant’.
But do it right… and the payoff can be IMMENSE.
Huge plus too if you genuinely enjoy writing (and if you don’t – get a copywriter or a marketing agency to do it for you!).
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
