If your emails aren’t bringing in clicks, sales, and loyal fans… you’re leaving money on the table. Email marketing isn’t just another channel. Done right, it’s the number one source of sales for coaches, course creators, and service providers.

But here’s the truth: most people get it wrong. Their emails fizzle out, their list loses momentum, and their subscribers drift away.

Want to fix that? Here are six best practices that will transform your emails into money-making machines.

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this 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 our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode 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.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

00:01.95

Kennedy Kennedy

If you want to get more opens, clicks, and sales from your email marketing, it doesn't matter whether you're brand spanking new to it or you're super experienced. Here's some best practices that you can use right now to get you some amazing results from your email marketing.

00:43.94

Kennedy Kennedy

Hello, welcome back to the channel. Look, we know email marketing is the best source of sales for businesses who are doing it well, especially if you're in the education space, if you're a coach or ah or a course creator, if you if you sell your education through expertise, maybe you do done for your service, something If you're doing it well,

01:04.36

Kennedy Kennedy

then email marketing should be the best source of sales in your entire business. It is everyone who's doing it well. But how do you actually do it well? That's the question. I've got a whole bunch of best practices for you today.

01:15.52

Kennedy Kennedy

And by the way, if you are brand new with the channel, hello, I'm so excited that you're here and you found this video. If you'd like more videos like this to show up in your feed to get the most out of your email marketing, really start bagging more profits from your email marketing and have it work in the way it should be, make sure you hit the subscribe button and also the little bell and hit like on the video.

01:38.32

Kennedy Kennedy

And that just means that it tells YouTube, hey, I want more videos like this and you'll not miss out on the future videos. So that'll be awesome. So do hit the subscribe button. So let's get into this content because how do you actually do this well? Well, the first thing you really need to do is actually send more emails. Now, hang on. What do I mean by that? Well, frequency is one of the biggest things that plays a part in whether you get good at email marketing or not. For a start, anything you do more often, you get better at, right?

02:08.24

Kennedy Kennedy

So anybody who is training for a marathon, a bunch of my friends just did a marathon, race one of those running things right i don't know anything about them obviously right i know all about you know cakes and pies and stuff like that but um they were all running these but like they get better at marathons if they train for them they get better at their sports if they train for them right so you're gonna get better faster um if you send more often every time you do it you're gonna kind of fall into the groove you're gonna have days you're like oh my god that sucked we all have those days right also when you send more often more people are actually gonna see your emails right

02:41.00

Kennedy Kennedy

Right. Yes, you might on one email. see this all the time. Somebody sends one email and they might get a 30, 40, 50 percent open rate on that email. But if they emailed three or four or five or more times a week, they will find that 85 percent or more of their email list actually opens an email within a week's period.

03:01.98

Kennedy Kennedy

Right? Which is basically like having an 85% open rate. When 85% of your audience are reading an email from you every single week, that means you are impacting and connecting with more of your audience. 85% of your audience, which is amazing. So more people will actually see your emails because no one's opening all of your emails.

03:19.57

Kennedy Kennedy

Okay? And the third reason that frequency is really important is when you show up often, you're deepening the relationship with people. Right? Imagine like you went on a date And it goes lovely. They laugh at your jokes. You laugh at their jokes. You have a little flick of your hair. and you Maybe you have a little little kiss at the end of the date.

03:39.63

Kennedy Kennedy

And then they don't reply to you for a week. You get ghosted. That's what you would feel. That's what it's like. If you hear bouncing back and forth with somebody more often... then the relationship goes deeper, faster, and it actually builds up momentum rather than running out of momentum. The big reason that most people suffer with their email marketing is because their audience has lost momentum with their messaging. They no longer have the excitement that they did have when they first joined your email list. So a great way around that is to increase the frequency. Now, before I get on to the second best practice, I want you to know I've just put together a brand new mini course of exactly...

04:19.69

Kennedy Kennedy

how I use some really simple psychology to take the sales of one of my offers from $27,000 to over half a million dollars. Same offer to the same audience from 27 grand to over $500,000, right? You can access the whole thing right now for free as a viewer of the channel.

04:40.51

Kennedy Kennedy

just by going to the link that's in the description or clicking the QR code that's on your screen right now. So your second best practice that I've got for you today, and I think, how many have i got? I've got six I've put together for you.

04:51.31

Kennedy Kennedy

So the second one is to tell people early in their relationship with you, what you have for sale and what they can buy, right? Don't hold back on people, right? In your first few emails, when someone first joins your email list, let them know what they can buy from you so that they've always got the link to hand to be able to get the best help from you. Because I'm assuming the best help somebody can get from you is from enrolling in your coaching program, getting grabbing your services, buying your program or your course or joining your membership, right?

05:23.85

Kennedy Kennedy

So let them know that early on so they know what you've got available so that if they're at that moment shopping around for a paid solution, and it's you they go with and they don't go and hand your money to somebody else because that would suck, right?

05:34.64

Kennedy Kennedy

And secondly, you want to do it early in that relationship because... That's when you've got most of their attention. When someone first joins your email list, they're going to be opening every single email from you for the very first few days. You're probably the same when you join someone's email list.

05:48.05

Kennedy Kennedy

You join all you you sorry you on their email list, you open all their emails the first few days, and then after a few days, you start opening every few emails, then it's every less emails, and that's why you end up with sort of 20% to 40% open rates on your emails, right?

05:59.97

Kennedy Kennedy

So, Tell them about your solution, your paid offers early in that relationship. So they've got the link handy and the most people actually know about your offers rather than join your email list and they actually don't get the chance to see what your offers are and they never can buy from you.

06:16.14

Kennedy Kennedy

Hint number three, hint, what kind of, what year is it? Hint, hint, what's wrong with me? Number three it is to persist with your offer for longer. Look, everyone's attention is being pulled in more directions than ever. Like, why do I pay for five different TV subscription services? Why?

06:38.01

Kennedy Kennedy

Well, it's because all of these companies are pulling our re attention in all these different ways. And they're all really, really good at it. They've spent a lot of money researching how to control our attention and pull it onto Facebook, onto Netflix, onto all these different services.

06:53.99

Kennedy Kennedy

So that means when you're emailing people, they are also surrounded by so much noise that your emails, if you just send out one, it's like a little, a little droplet of rain that doesn't really make an impact. You're like, Oh, did I even feel rain? Was that, was that rain?

07:11.60

Kennedy Kennedy

Was that rain? i don't know. And then they carry on with your day. What you want is you want it to pour. You want it to be one drop followed by another drop followed by another drop. So it's unmistakable that it is raining.

07:23.79

Kennedy Kennedy

And that's what you need to do to stand out while there's so many things they could be doing. There's so many ads they're seeing in their feeds on every platform. There's all the stuff they're seeing on TV. There's all the stuff they're seeing in their life.

07:36.57

Kennedy Kennedy

in order to stand out, you need to talk about your offer for longer. Showing up for a few days and saying, hey, this is what I sell. This is what we can do for you. These are these are my solutions that I can help you with is no longer cutting it.

07:53.04

Kennedy Kennedy

It's just no longer cutting it. I'll tell you a quick story. ah yeah we We did this launch and it was like a 14 day launch, right? Of one of our offers. And after the 14 day launch, I sent out a survey to everybody who didn't buy, who was on the wait list. And I said, I'm just curious, why didn't you buy? The number one reason, bear in mind, I'd been sending one to two emails every single day. So I had my frequency sorted out, right?

08:17.56

Kennedy Kennedy

ah two One or two emails every single day. The 14 or more days. And I said, hey, why didn't you why haven't you enrolled? I think it'll really help you. What's the reason? The number one reason people chose in that survey was I don't know what it is because they just missed it.

08:33.91

Kennedy Kennedy

How many people do you see when you when you when you post something out about your new product launch and you offer your new service and people go, well I didn't you'd done that. It's because people's attention all over the place.

08:44.84

Kennedy Kennedy

So we need to persist with the same offer for longer. Extend your launches. Extend how long you continue talking about your offer. And that means you do have to think about new ways of presenting your offer so that people who are paying attention don't get bored and therefore disengage. So think about new ways of presenting your offer and wrapping it up.

09:07.26

Kennedy Kennedy

Number four, remember that people read on mobile. Really, really important. For goodness sake, please don't be thinking that when people get your emails, they're like sitting down at their computer and they're turning it on and they're opening up the whole web browser. They're not doing that.

09:24.61

Kennedy Kennedy

Most people are reading their emails from their mobile device while they are... in the line at the shop, they're in the bathroom, that they're just on the go.

09:35.27

Kennedy Kennedy

So we have to start thinking about the way we present our email content so that it is really snappy, almost like it's another app on someone's phone, which I mean it is, of course, right?

09:47.19

Kennedy Kennedy

So think about it as how you would write the snappy kind of short sentences, really short paragraphs that you would see on social. And that makes it super consumable when someone's scrolling through on their phone screen.

10:00.57

Kennedy Kennedy

So that means I'm talking about short sentences of just a few words and I'm talking about paragraphs that are one, two, maybe three paragraphs long and giving people extra space on the screen.

10:13.46

Kennedy Kennedy

Really important now more than ever. This one is a really powerful one that is to write how you speak. Look, writing marketing emails in your brand voice is not the time to be making your high school English teacher happy, right?

10:29.88

Kennedy Kennedy

What we want to do instead is we want to write the words to people in a way that we talk, how you speak. And the reason we want to do that is because when people read the words on anything, they read a book, you read in an email, you read anything, Kindle, whatever, they When you read, you do a thing called sub-vocalization. That is, you hear the words in your head.

10:54.16

Kennedy Kennedy

That's what we do, right? That's how reading works for most people. Not everybody, but like the vast majority of people. Most people have to train themselves out of doing that if you want to not do that. So if that's the case, as people are hearing though your words in their head, just write how you speak. It also means you don't have to worry about grammar, punctuation. I mean, heck, I put out emails all the time, which has got typos in them because I want to get them out there. And it makes them really, really real, especially in a world where there's lots of artificial intelligence, GPTs and stuff.

11:22.57

Kennedy Kennedy

They tend not to make typos and grammar mistakes. So if you're really writing your emails, that's a great place to do it. And a great way of actually writing how you speak is to tell stories.

11:33.44

Kennedy Kennedy

Tell stories in your emails that teach lessons about the stuff that you help people out with. So I'll give you an example in my my market where I help coaches, experts, course creators, membership site owners, and service providers to make more sales through your email marketing. That's my industry. That's what I do. And that's what I love doing. So that's my industry.

11:54.47

Kennedy Kennedy

And I'm going to tell a story about the time just a few weeks ago, I had awful food poisoning only for the second time in my entire 41 years of life. And I was up in the middle of the night. I was throwing up so hard that I felt like I was being turned inside out. It was really violent and really horrible.

12:12.30

Kennedy Kennedy

And what that meant is my sleeping pattern was completely thrown out. All because of something dodgy fra on the top of a new pizza on on a pizza from this new pizza joint.

12:23.34

Kennedy Kennedy

All because of that. And what that meant is for the next four days, my entire sleep schedule was completely out of whack. I was up in the middle the night. I was snoozing in the morning. I was snoozing in the afternoon.

12:36.04

Kennedy Kennedy

And it meant that I found myself scrolling through my phone in the middle of the night and buying stuff. I was becoming a customer, a buyer, right in the middle of the night. And here's the thing, that means you don't know. There's things like this are happening all the time.

12:51.05

Kennedy Kennedy

People are up in the middle of the night for whatever reason, because of stress, because of illness, because of family, because of their job, because of whatever's going on. People are up in the middle of the night. So we don't know when your audience is actually gonna be online and they're wanting to buy, right?

13:05.50

Kennedy Kennedy

So what we have to do is we have to have automated emails that send people things that they could buy even when you aren't around. And if you do that, you're always going to make more sales.

13:17.26

Kennedy Kennedy

So what have I done in that story? Well, I've shared my personality. I've shared a personal piece of my life about this lovely new pizza joint. I went, I was very hopeful, tried the pizza, got food poisoning.

13:27.65

Kennedy Kennedy

And that's a relatable thing of like, oh gosh, you lean into that and you you realize that I'm a human being, which is awesome. I'm not some robot AI thing, despite the hair, right? And so then I relate it to something that actually teaches a lesson, right? And by doing that, I get to show my my personality.

13:43.76

Kennedy Kennedy

you get to do the same thing. So take stories of things that are happening or have happened to you or hopes and desires and dreams you've got of things you want to have happen to you and weave them email into your emails and that allows you to show your personality and write how you talk.

13:57.25

Kennedy Kennedy

Final one, is make sure you always, always, always have some kind of action that someone can take in your emails, but not for the reason you might be thinking.

14:07.97

Kennedy Kennedy

Yes, okay, if you have a call to action, as they call it in marketing, if you have a call to action in your emails, which is go and buy my thing or enroll in my program or apply for my course,

14:19.43

Kennedy Kennedy

then yes, you'll make sales. That's very important. Of course, it's email marketing. We've got businesses and the point of email marketing is to make sales. But of course, you need to have other types of call to action in your emails as well.

14:30.07

Kennedy Kennedy

So sometimes, yes, you'll be sending a call to action, a link or a button in your email, which is go and pay me for something. But sometimes it'll be go check out this free resource or go watch my new YouTube video or register for this webinar or go check out this other person's product, a service that I recommend.

14:45.90

Kennedy Kennedy

The reasons you want to do that, apart from the fact making sales, which of course you want to do and that's really important, there's two other reasons. One is you want to make sure you're training your audience to click the links in your emails.

14:59.75

Kennedy Kennedy

We are all creatures of habit and we are all trained just like dogs are, just like cats. Well, I'm trying to train my cats. I'm not very successful so far, but they usually ignore me because they're ignorant.

15:10.39

Kennedy Kennedy

But we're we're we're just animals. We're all animals who are trained and creatures of habit and behavior. So when we start our relationship with people and we have our relationship with people in our emails, we want them to realize there's going to be links in our emails.

15:24.47

Kennedy Kennedy

And when you click the links in our emails, you're going to see something on the other side of that click that's going to make you feel good. Now, of course, they don't remember that on a conscious level, but subconsciously, when they see a link in one of your emails, they're going to feel inclined like they want to click that link. Why?

15:41.78

Kennedy Kennedy

Because their subconscious is stashed away in the deepest, darkest parts of it that last time I clicked a link in one of your emails, I felt good. Of course, that means don't send people to garbage. Don't send people to dodgy things. I'm hoping you wouldn't do that.

15:55.23

Kennedy Kennedy

And finally, the most important reason of this Arguably, anyway, is that when people click the links in your emails, whether it's to a paid thing or a free thing, that is sending a really good signal to Gmail and Yahoo and Microsoft that your emails are good.

16:13.13

Kennedy Kennedy

And that actually helps with your email deliverability and get your emails delivered and seen by more people. people. So there's your six things. I hope you found them useful. I'm curious, which one of these did you find most valuable?

16:26.79

Kennedy Kennedy

Let me know in the comments below and I might do a deep dive video on some some really practical techniques to help you take that one to the next level. If you haven't already, make sure you hit subscribe on this YouTube channel so I can make sure that more videos like this pop up in your newsfeed.

16:42.81

Kennedy Kennedy

And if you want more about how to sell more with your emails, grow your digital business online, Make sure you check out this video. I think you'll find it really useful. I'll see you next time.