Are you making any of these email marketing copywriting mistakes? Curious to know what we're talking about? If you're keen to improve your email copy, we've got some super-easy tips here for you. Check them out!

SOME EPISODE HIGHLIGHTS: 

(0:09) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.

(4:30) Check out our sponsor Poster My Wall.

(5:09) Is successful email marketing all about copywriting?

(12:06) Boring subject lines.

(13:01) The wall of text.

(14:58) Beating around the bush.

(16:10) Sounding like you're writing your English coursework.

(17:31) Not using stories or making them too long.

(19:59) Assuming your audience knows your industry the way you do.

(22:20) Doing 'back referencing' the wrong way.

(26:10) Subject line of the week.  

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Is successful email marketing all about copywriting?

First thing first, let's get this out of the way...

Do you need to be a great writer/copywriter to be successful at email marketing? In our opinion, no. Because no one likes to receive emails from the slick copywriter (unless that’s what you do). Rather than having perfectly written and polished copy, you want to connect with your audience!

And when you think about it, this is true of sales copy too. Because the minute you say something that doesn't resonate with your readers, you lose them - they'll close the page and be gone forever. With email though, if the person's on your list, you get more attempts than just one to grab and hold their attention.

You don't have to write one big thing with a beginning, a middle, and an end – it’s not a long journey! Email marketing is done in short bursts, so it doesn’t matter if you get lost along the way because you'll get another crack at it tomorrow. 

But there's another reason why email marketing isn't all about the copy. And it's this...

The 3 elements of successful email marketing

There are 3 key elements to email marketing:

• The words/copy. 
• The structure.
• And the strategy.

The copy is what you say in your emails to make people engage with you and feel things. And that only accounts for 20% of the impact an email can have. This is true for any form of communication because it's all to do with the para language, i.e. what runs parallel to the language. In other words, it's about how you say something or the context in which you say it. 

Structure is way more important than copy, and it's about how many emails you send, when you send them, how long you wait in between emails, who you send them to, etc. And strategy is about the hooks and the angles in your emails.

Remember, we're talking about strategy here - not tactics. Tactics are things you do, i.e. individual points of action. A strategy strings together lots of tactics in a specific way - it's where the tactics compound one another. If you have a bunch of tactics that are not compounding the results of each other, then you don't have a strategy.  

So if you’re worrying about the words, don’t. Because you can have the best words in the world, but if the structure and the strategy aren’t there, your email marketing isn’t going to work. Instead, you could use the simplest, dumbest words you want, but if you’re talking about something that’s concise and resonates with people, those emails are going to win every time over perfect words that end up disengaging your audience. In other words, you're better off sending out a well-structured campaign made of 12-20 fairly average emails compared with one flawlessly-written email based on good-practice copywriting.

Common mistakes in email marketing copywriting

Having said that words only account for 20% of your email marketing, you want to get that right! So here are some common mistakes we see people make in their email marketing copy (and how to fix them).  

The snooze-fest and writing boring subject lines

If you’re writing subject lines based on formulas (i.e. which look and sound formulaic), then stop! Because everyone’s seen them and is using them. We have specific training to help you write subject lines that make sales, and we can teach you how to come up with original, innovative, provocative, and attention-grabbing subject lines.

The best tip we can give you is to look at your emails (once you've written them) and then tease out your own unique subject lines that display your personality and use compound curiosity.

The wall of text (More white space, please!)

White space on emails is a great thing. Think about it - when you're sending 'real' emails (i.e. transactional emails back and forth with someone), you don’t do a lot of interesting stuff with the format. Generally, you just take it from left to right and all the way across. You write and hit send.

With email marketing though, while you want to try and create the feel, the personality, and the personal nature of a real transactional email, you want to keep short sentences. The emails Rob sends out, for example, are often made of one-sentence paragraphs (or, rarely two). Because a big wall of text is always hard to read, especially on a mobile phone. 

So use one/two sentence paragraphs and include lots of white space. You can even write a short sentence on one line, add a few dots, and pick up (starting with the dots) on the next line. It makes it a lot easier to chew, and it means people can consume your emails one little bit at a time.

Beating around the bush

Are you going on and on and on in your emails? Then just get straight to the point because you want to make one point per email! And if you don't have a clear strategy of what that is, your emails will go round in circles. 

The benefit of making one point per email is that it gives you a great excuse to send more emails - because you have more things to say, right? So if today’s email is about social proof, then you’re not allowed to talk about the discount! Make today's email about social proof and nothing else. This helps you create clarity and allows the reader to lock into that one thought, which can now grow in their heads. 

Sounding like you’re writing your English coursework 

Email marketing is not the same thing as writing essays - you don't need your emails to sound clever or intelligent. Instead, you want them to sound simple and accessible, regardless of who your audience is. Your emails need to read as something that anyone can access, understand, and get value from. You’re not trying to impress anyone or score points.

The only purpose of your emails is to drive sales, and a lot of the time, when people think they can't do email marketing because they're not good writers, it's because they think the writing has to be impressive, intellectual, and intelligent.

And that’s not true. You just have to sound like you. So if you have an amazing use of the language and that’s you, then great. But if you talk very casually in real life, that’s what you want to translate in your emails.

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Not using stories or making them too long

Are you just telling facts in your emails? Then please don't. Because you're going to connect a lot more deeply with your audience if you use some storytelling. Of course, not every email needs to be a story. But weave in some stories. The good news is that this is easy enough to do because you can turn anything into a story! 

When you use stories though, make sure they're not too long. Don't include details that aren't important - cut them out. The quickest way to do that is by starting in the action - with the big moment. You can chop off a lot of the context, which you can then build in by implication.

For example, if you say “I remember the day I got married,” you don’t necessarily need to specify that it was in a church (unless the church is relevant to the story). Instead, let people fill in the gaps. Let them imagine and picture where the wedding might have happened because a lot of the story can be implied. 

Assuming your audience knows your industry like you do 

Don't assume your audience knows what you do and don't use jargon. For example, if we send out an email saying we're going to teach people how to improve their EPSPM, a lot of people won’t know what we’re talking about! So we'd have to break it down and explain that EPSPM refers to the Earnings per Subscriber per Month, and it's how much you earn for every subscriber you have on your list.

Why is this important? Because when someone reads anything they don’t understand, it’s like they’re trying to read with their eyes half closed! Make it easy for people – don’t assume they know anything about your industry and don’t get technical. At the same time, don’t get condescending, and ensure that what you're talking about is super clear.

Doing 'back referencing' the wrong way

'Back referencing' is about referring to an email you’ve previously sent that people may have not seen. Nobody gets 100% open rates, so if you send an email today and refer back to something you sent in the past, and the person hasn't seen it, you'll lose their interest. Because when someone doesn't understand the context, they don't feel part of the 'in crowd' - they don't know what's going on. And as an email marketer, you definitely don’t want people on your list to feel like that.

The only time we use back referencing in our emails is when we know for sure that someone’s read that email because they’ve engaged with the content. For example, we have campaigns where we ask people to watch a video, and because we track all of that, we know when they've seen it and how much of it they've watched. So in those cases, we can confidently refer back to the video in further emails down the line.

Or, let's say you're sending out a series of emails about signing up for a webinar. If you know someone hasn't registered, you can say you've noticed they haven't registered yet and they've perhaps missed the emails you sent out over the last week or so. This is a good way to leverage the 'back referencing' technique. The previous emails you've sent (in this case about registration) give you an excuse to send today's email. 

Don't worry too much about spelling and grammar!

So when it comes to writing emails, don’t worry too much about your spelling and grammar. Sure, try to get it right. But if you don’t, it’s fine! You probably know that Kennedy is dyslexic, and he tells people from the start that if they sign up for his list, they'll probably find typos. And if they're offended by those, it’s probably best they don’t register.

Just remember that the structure and the strategy are more important than the copywriting – the way the emails link together is more impactful for your engagement and sales. But if you want to make your copy better, do pay attention to these mistakes.

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Subject line of the week

This week’s subject line is “Something magical.” It talks about the fact that we used to go to magic conventions a lot. And as you can see, this subject line has nothing to do with selling the benefits of a particular product. In fact, the goal of this subject line isn't to be clever or enticing. It's more about differentiating today's email from tomorrow's. 

If someone's on our list, they like receiving our emails. They know our general approach and the structure and strategy of our email marketing. And that means that sending out subject lines like these is still appealing to them. So check it out!  

Useful Episode Resources

Related episodes

Advanced Psychology: Using Compound Curiosity.

Mindblowing Techniques To Connect More Deeply With Your Email Readers With Rob Marsh & Kira Hug.

Why You Need to Avoid These Email Marketing Mistakes.

FREE list 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

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Try ResponseSuite for $1

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Join The League Membership

Not sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the biggest mistakes you’re making with your email marketing copywriting) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.  

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Unknown 0:28

Hey, it's Rob and Kennedy.

Unknown 0:30

Hello Today you will market your show. We're talking about the biggest mistakes you're making with your email marketing copywriting.

Unknown 0:37

Unknown 1:09

Unknown 1:20

And he only knows the song When the Saints Go Marching In Marley marching because he learned to play on the recorder it's psychological mind reader Kennedy

Unknown 1:32

think we can like live mixed or when the saints go marching this

Unknown 1:38

I mean know your beat match them. I just I just want to say that I was about seven years old was in music class, everyone was handed a record FL level that people spent to Tiller doo doo doo,

Unknown 1:49

doo, um, because our COVID started and there's three blind mice.

Unknown 1:56

That was advanced. That was the second class

Unknown 2:03

page two, page two of the book.

Unknown 2:04

So first of all, your beard is an accident. A lot of people know this.

Unknown 2:08

Unknown 4:20

all got together got down to it and how to be exactly that. Lovely. That sounds amazing. And they're sponsoring this episode of The Email Marketing Show. So definitely go and check them out, go to email marketing heroes.com/poster my wall, email marketing heroes.com/poster my wall, check it out. And remember by supporting our sponsors, you're also supporting the show. One of the things I think a lot of people say it was about, it's like, I'm not very good at like, I'm not a copywriter. I'm not good at writing at all. Yeah, yeah. Yeah. And it's interesting. We've been doing quite a bit of training recently, we've been talking about this, like this myth that you need to be a good copywriter or a good writer to write emails. Actually, if you're not a very good writer that's actually a bit of an advantage you've gotten fans can have a significant one because nobody likes receiving

Unknown 5:01

emails from the slick copywriter. Who else wants to improve their tip at the end of the day, like who's connected? Who's the most engaging with actually answer is nobody, nobody.

Unknown 5:11

It's an interesting thing. Isn't it? Like a like a long form written sales page or a long form? VSL Video Sales Letter script or whatever? It sort of sort of has one stab at the job, doesn't it? So like somebody lands on your page, they're

Unknown 5:22

going to start reading the minute you lose them. The

Unknown 5:23

minute you go off on a tangent the minute you lose them, based on

Unknown 5:26

you know, you've said something so relevant or you've you've done something wrong, you've lost them, they can

Unknown 5:30

close the page that sort of gone forever. With email, though it's a much more even if that person is on your list. That's true. With email though.

Unknown 5:35

It's much more of a like a you get loads of attempts at this. You're not sure it's not one long thing, trying to take them on a beginning, a middle and an end. It's it's not like driving from Edinburgh to London. It's just like popping to the shops every day. It's like little short bursts of a journey that it doesn't really matter if they get lost along the way somewhere, partly because you get another crack at it tomorrow, but also just because again, you're not trying to achieve this long, younger as far to take them. Yeah, yeah. And we sort of think of an email as having three prongs to it. three prongs. That's a nice word. I don't use very often prongs. Let's think of a fork. Anyway. three prongs. The first one is the words like the short of a fork is not very smart. One Bronco all of us are no one long shot one one from shorter before. Try to get one prom short of a fork. accidentally invented the evil Marketing Show. Tongue twister direct was one long, long shorter we're gonna stick to the other things mistaken other methods you want to stroke? Oh, okay. So, first. The first prong is the words are the specific copywriting that the words and all that sort of stuff the way you say this instead of saying that to make people feel things or engage, and that's only accounts for like 20% of, of the actual impact an email can have. It's the same with any communication everyone I used to teach persuasion influence the words you say, only account for 20%. It's all to do with what we call the Para language, the stuff that is runs parallel to the language. It's the way you say it and the context under which you say it right. So the next bit is so you got words. That's one thing I really think email modelling is about earth shattering the crazy structure is way more important, right? That's how many emails you send, when you send them so do you send two together within an hour because that does a certain thing and then you wait 12 days is another one, like what is the structure? And if part of that structure is who you send it to? So some of your emails might go to people who to everybody and some emails might only go to the people who clicked one of the previous emails to look at the content or to watch a video or whatever it's gonna be. So the structure they got the words you got the structure, which is how many emails went to send it, who you send it to, I think, and then you've got the strategy. And the strategy is the hooks the angles the kind of what it's about, because let's be honest, you can put together anybody who's thinking I've put off doing you know really going in on email marketing cuz I'm worried about the words. You can have the best words you can have. You can be a walking talking for Soros. But if the things that your words is talking about is nonsense, you could have the best words the world's not gonna make sense. Whereas you could use the simplest dumbest words you want. And if you're talking about something, which is clear, it's concise, and people want it that's gonna win every time or anybody who like puts that you know, long like salubrious types of words into their emails, that disengaging people.

Unknown 8:16

So the strategy is the hooks it's the this email is just about the urgency and things closing tonight. This email here is about announcing the thing. This one here is just about the story of Tara and what she did when she launched this campaign or whatever. So having those different hooks to have on those angles. Right? The thing is, we have done other episodes with the sort of general bigger, broader picture of email marketing mistakes. So in this one, what we're gonna do is just zoom in to the 20%. So to just all that is 20% of results come from and that's the copyright and that's just

Unknown 8:48

because, hey, I sent it to you before like, alright, well, you say it's only 20% but at the end of the day, it's 20% like if somebody Nick's 20% of your money right now, you'd be fairly pissed off and probably just demonstrate. So the folks that's important, but making sure you've got a structure and a strategy right way more of what we build to build. We've got great copywriting jobs, brilliant copywriters, really compelling, engaging stuff. But they're just not lead anywhere just linked together. It's honestly it's really hard to accept but honestly, you're gonna be better off sending a well structured campaign of say 12 or 20 fairly average or rough emails compared to sending one perfect copy written email for tonnes of reasons we don't have time to unpack here but like, again, like I said, again, you can send a campaign with the right structure in it of 12 620 100 Whatever emails that's been thought through and designed and specifically thought about for you with fairly rough Roby copywriting in them and that is going to work way way way way way better than one perfectly flawlessly written good practice copywriting emails and that sounds crazy things that I think we've said recently I'm really think is a really good way describing it is the difference between having a strategy and not having a strategy or people say, I'm gonna give you a strategy for this. Most people conflate and confuse the word strategy for tactics. Tactics are things that you do the individual points of action, what a good strategy does, is it? It strings together lots of tactics in a specific way. Where the tactics compound one

another. If you've got a bunch of tactics, which are not compounding the result of each other, then it's not a strategy, it is still a string of tactics. Okay, so let's get into some common mistakes that you'll do make in that email copywriting want to start off with literally the most boring subject lines ever. We see this all the time. It's boring. It's formulaic. If anyone's still using subject line formulas, please stop. Because everyone's seeing them. Everyone's everyone else is using them, which means everyone else has seen them. Okay, so we have a bunch of training we've got our subject lines that make sales shows you our exact format of how we come up with original, innovative, provocative attention grabbing subject lines. So just look at your emails and bring your own unique subject lines that display your personality and use what we call compound curiosity, which we talked about in a previous episode. We'll just search for compound curiosity. I'm sure you'll find it over email marketing heroes.com. That's the first mistake. The second big mistake is having a big wall of text whitespace on the email is a really good thing. I know when you're sending like real emails, you like transactional emails back and forth where I'm gonna email Kennedy about something and I'm gonna email my dad, I'm gonna email the guy who works at the, you know, the local, whatever offices or whatever, when you're emailing people. Generally speaking, you don't you don't do much interesting stuff with the format you tend to generally take from right from left to right all the way across the full lines of black text and then they sort of come together you write long paragraphs, is it just you know, you just write and you just hit Send with email marketing, though. Whilst we do want to we do want to try and create the feel and

the personality and the personal nature of a real transactional email. You want to keep it short sentences we'd like especially my emails are very one sentence paragraphs, a lot of the time to sentence paragraphs maybe it'd be very, very rare to have more than two sentences in a paragraph. And what that means is we're in most email clients unless you got an on a mobile phone, but in very much everything we're talking about is worse on a mobile phone. If you have a big wall of text on desktop, it's even a bit more of a wall of text on mobile, because obviously, a two line or two line sentence on desktop is probably a five line or six lines ends on mobile. But basically, if you were saying Oh, you want to have like one to two line, paragraphs, tops, and then that way you can have loads of whitespace and like we were again over push that so you might have something like you have a sentence and then dot dot dot, whatever that's called. And then the next line down, you've got a blank space, obviously. And then after that, you've got.dot.to pick it back up again. So even like break, set, break, single sentence paragraphs up into more than one paragraph, just for the purpose of having whitespace makes it easier, isn't it? It makes it easier to chew. Like if you've got this massive thing, you're hungry to eat that you go well, you're gonna just you know, just consume one little bit at a time I think I think that's what you want to try to avoid space for sure. Yeah. The next one is beat around the bush kind of going on and on and on, but people and it will last going, what's the point you're trying to

make? And the reason this happens is because when the person sat down to write the email, they did not have a clear vision of what is the one single point I tried to make them as email. Each email has to make one single point one point, that's all you'll have to do. That'll make one point per email. The good news is tomorrow or the next day, you're making more points. That's how you end up with being able to do more email. So if today is only about social proof, then you are not allowed to talk about the discount. You are not allowed to talk about the fact that it's closing tomorrow. If today's he was about social proof, make it only about social proof, or if it's about one element of the programme that you offer, make it only about selling on that element. So make one point because that creates clarity and it allows your reader to lock onto that one thought and that one thought to grow in their head was he put a load of 14 people they call it luck on Don't you want them to think about any of them one single point and that allows that thought to grow inside of their mind. The next thing is to really sound like you're writing your English coursework or an essay. It's cool. We're not trying to impress anybody here, and that's really important. You don't need your emails to sound clever or intelligent. Doesn't matter who you sell to or what your audience is. You want them

to you want them to sound simple. You want him to sound accessible, you want them to sound like something that anyone can read and understand and get value from. Again, you're not trying to impress anybody here you're not trying to score points. The only purpose of your emails is to drive sales and a lot of the time the stuff that we think is important are the reasons why people say I can't do email marketing cuz I'm not a good writer, is because they think that they're writing has to be impressive. Or intellectual or intelligent, or at least smart in order to be able to impress people and that's not true. You just having the you doesn't it like if you're, if you've got an amazing use of the of the language, and Dan will use that because that's you, but if you haven't if you talk just like we talked very casually in our emails in real life, or not intellectuals,

and we just want this right. Yeah, I mean, if I when I did English at school, and I had to write my email coursework, I had put a lot of extra legwork and to kind of get them in so you have a lot of extra legwork and effort in to make acceptable English coursework versus the postcards you're writing home from your holidays or whatever. Yes,

and I think that's important that you don't do that with this. Just write the way you would write and then move on. Yeah, I like it. The next one is to just be telling facts.

A big mistake we see as people just listing fact, you get this and you're gonna have that you're way better. You're gonna connect much deeper if you use some storytelling in your emails. So not every email needs to be a story. That's that's not true. But you do want to make sure you do weave some kinds of stories. And you can turn anything into a story doesn't mean you have to say this person was called John and this is what they did. It can be a story of a journey of anything happening from one place to another. So adding stories, not having storytelling elements are in your emails is definitely something you want to avoid. You want to keep storytelling in there. On the flip of that you also want to make your stories too. Long. That's important to rambling on about details that are not important. Listen, I do this in everyday life. I love telling stories, right? I like telling stories, but I like to tell this story. I like to go that background. I'm a one time YouTuber tell me about something that happened. Like when you got to the office, and I was like, Okay, we got the office. You're like, well, two days before I was like, fuck me. What happened at the office? Yeah, I like the details. But I do and when it comes to email marketing, I'm very good at cutting out the details when it comes to email marketing. And so that's really important. You want to just that one of the quickest ways to do this is to make sure

we also start in the action. So again, rather than being like Hi Sandra, it was Monday and I needed to go to the bank because every Monday I go to the bank I've done that since 1962. Because if you don't that you just want Hi Sandra bar and in fact, not even that bag, the shotgun went off and everyone in the bank froze right if that was the story that the guy with a gun or a go kit with a gun came into the bank and held the bank at gunpoint. You want to start with the big moment. So again, one of the quickest ways to keep your story short is to start in the action then you chop off a whole lot of context which you can build in, you can build in context. By implication, you can imply context as you go. For example, if you say if you talk about a wedding, I remember the day I got married for example, people automatically put picture that wherever they needed to but you have to say the church was this and the vicar was this and whatever. Because people can decide where they think the wedding should be if it's in a church in church, unless the church is integral to the story, like something bizarre happen, that would never happen in the church, then you can talk about it. But generally speaking, you can imply a lot of the context that the story needs. And the next is assuming that your audience actually know what it is that you do. The way that you do. We have to, we have to make sure that we don't really use any jargon or make assumptions jargon assumptions, very different to two very different things. But for example, if we sent an email and it was about and we're saying, hey, it's really important that in all this week, today, I'm going to share with you how to improve your EP SPM. Well, the first thing you got to do is there's gonna be a whole bunch of people even if they experience with email marketing, you will will not know what the hell EPS Pm is. So what we have to do is go today I'm going to show you how to improve your earnings per subscriber per month. That's, that's how many that's how much you earn for every email subscriber you've got on your list. Let me show you how to do it. Just adding that one sort of comma little aside gives context because anybody anytime anybody reads something that they don't understand, they're now suddenly trying to almost read it with their eyes half closed to try to do it in the dark through right while wading through sludge. It's very difficult and doing it uphill, like you're really really pushing back people's ability to do like what to make it really easy. So make sure they don't they don't You don't assume that you don't

assume they understand anything about your industry. So it's really similar. You just don't get technical. Just go with what they're actually trying to do. How Yeah, you know, here's how you got to be more emails delivered. First of all, you want to make sure that the text setup instead of saying, Here's how to increase your email deliverability one, it makes you set up your SPF record and your Deacon know you're gonna say mate, what makes the tech sell too. So we're gonna just to make sure that we don't make any assumptions around anyone's ever but the same time don't be condescending. So we want to be saying things like and the for those of you who are newer today, so for those of you who don't know, you just do an almost a bit more like you're adding a bit more context and just confirm and so, I'm gonna show you today how to increase your SPF SPF. That's how much you make per subscriber per month as it stands for Personal data per month. It's really simple. You are going to one up baba, baba, baba, baba. So we're gonna just make sure that it's very clear what the hell we're talking about. And that relates to the eighth mistake really, which is back referencing. And this is important. So this is talking about an email that you've previously sent that people may not have seen, let's not let's remember that nobody's getting 100% open rates. And so a lot of the time when you send an email today, people will open that who didn't see yesterday's or last week, so you know, some some previous email. And it's a bit like if you went to see you know, a popular comedy technique is to do a call back. So for example, several times in this episode, we've talked about Derek 9622222. And the truth is in a future episode, we could randomly throw that call back in and it wouldn't make sense to loads of people because loads of people didn't hear this podcast episode. And there's some info people are missing out on if you imagine like you go to the comedy club and you're an hour late and you miss the compare opening up the comedy certainly makes a joke and has some chat with a guy in the front row called Derek about his eBay account. And it's really funny, but then you turn up an hour later and you've missed all of that and he continues making jokes about Derek and at about eBay account. You've you've only got a vague idea what he's talking about. You can make some assumptions like the guy in front was called Derek and he must have talked to him earlier but you don't have any real context and it makes you feel like you're not part of it. And you don't want that feeling to exist with your emails. You want it to feel like yesterday I told you about the three vote now there's there's a there's a there's a correct way and a wrong way to do by referencing the wrong way is just to go yesterday. I told you about blah, blah, blah, blah, blah, which now sounds like well, I didn't see that email. I can't read the rest of this email. None of its gonna make sense. The only the only handful of places that we do use about referencing is either a we know they've engaged with the content in a previous email,

for example, if you send them to some of our campaigns, we'll send people to go and watch a video and we'll know if they've watched the video based on them clicking and then watching the video because we track all of that. If that's happened, then you can happily back reference that email in that video because you know, they've seen it, you can say hey, listen, I know you saw that video yesterday. So now I want you to watch this. That's one way you can do it. The only other way that you can do it is basically by setting it up so that the email you're sending now that's back referencing the previous email is not a very specific thing. So it could be like oh, I can highlight the fact you know that you don't have to have seen it. So for example, it could be i Listen, I've been for the last week I've been telling you about this amazing webinar, but I notice you haven't registered yet, which makes me think you've probably missed all of those emails. That's a useful way to leverage back referencing your back referencing a bunch of stuff that it looks like they probably haven't seen. You're actually using that as an excuse to send this email. Hey, listen, the webinar is tonight at 8pm I've been telling you about it for the last two weeks, but you still haven't registered. So either you haven't seen any of those emails, or you're not really interested. Here's why it matters to you. So there's two ways you can look at referencing but generally speaking good. Yeah, I love it. I love it. So basically saying is it really doesn't matter that much in your emails to be working on sounding smart, unless you are smart, which means you'll naturally sound smarter. Just work on sound like you definitely work on your grammar and your spelling to a point like,

don't worry too much. I'm dyslexic, I set a daily email and part of my opt in page says I'm dyslexic. I'm gonna be typos if you're offended by that don't opt in. So don't focus on making sure like we don't get any of our emails checked by anybody before they get sent. They get written. We look over them once and go Yeah, that's cool enough it goes but a second. Rob doesn't come to me with an email every day and go hey, can I send base absolutely not goes out. So as as a typo in Rob's quite a good speller. So generally that's that's not too bad. But in general, make it a feature, make it a feature. And just remember that the strategy is way more important than the copy so yes, you definitely want to include these techniques within your copy, they'll definitely make your copy better. But having the strategy of how all of these emails link together is way more impactful. It's going to have more impact on your sales or your

engagement if your emails and how much you make from them. So hopefully you enjoyed that. Now we're going to go over to this week's subject line of the week, the subject line of the week, what have you got? This one's really simple, and it actually plays nicely into this episode, which is it's just subject is just something magical. It talks about the fact that the story is roughly that candidate I used to go to magic conventions a

lot. And that was it. But basically, it's it speaks to what we said earlier about the mistake of trying to have copy written subject lines, there's nothing in that email, which is about the benefit or why they shouldn't email or what they're gonna get or the fact we send them to a free webinar or any of those things, just something magical. And there's a lot to be said for having subject lines where the subject the goal of the subject line is not to be clever or enticing, particularly other than to differentiate today's email from the next email. And so if somebody is on our list, and they like receiving our emails, we've done all of that trainings where I get to know sequences, everything else that we do as our general approach, the strategy and the structure of our email marketing, and that means that other words have to do really say why this one might be different from yesterday's and it might be appealing. Yeah, that's this week's subject line of the week subject line of the week, officially thanks, Derek for his sponsorship of today's episode. Not really. But also thank you to you for listening the whole show this week. If you haven't already, make sure to hit subscribe on your podcast player because we're back next week with another episode but do it every monday wednesday. Hit subscribe to make sure you don't miss out on a single episode. I will see you then.