MODULE 9: Email Marketing

Course Outline

Why Email Marketing?

Email marketing allows you to engage your audience and have a personal conversation. Some people think social media can also do the same thing and hence ignore the importance of email marketing.

Actually, when you just rely on social media platforms like Facebook, Instagram, Twitter, you’re powerless against algorithm changes, temporary shutdowns, or the possibility that the platform becomes unpopular.

Email marketing doesn’t have these issues.  You have much less to worry about if you have built an email list for your business.

Also, the people on your email list aren’t cold leads. Every person on your email list saw your content and voluntarily subscribed to your list. They want to hear from you, read your emails, and trust your voice. With email marketing, you can build trust and relationship with your list directly.

That’s why many online marketers report having the best ROI from email marketing campaigns when compared with other marketing channels. You can expect to gain a higher ROI than SEO and social media if you do things right.

Therefore, this module is dedicated to launching a successful email marketing campaign so that you won’t miss out on the great earning potential. I will guide you step by step.

How To Build Your Email List?

Opt-in pages are pages designed to collect people’s email addresses. It is the best way to build an email list because the opt-in page is simple and direct. There is only one call to action, i.e. input the email address, and people know what to do.

In most cases, the best way to do this is to offer something of value in exchange for someone’s email address. For example, you can offer a free report or e-book that your audience is interested in. This incentivizes people to opt-in. 

Here are the key elements of a great opt-in page:

  • Offer: If you have the right offer for the right audience, it’s a no-brainer for them to opt-in. A free report is the best option because it is digital and free to deliver.
  • Image: this is the first thing people see on your opt-in page, so make sure the image is eye-catching. Usually, the image should be the cover of your free report.
  • Headline: you need to write an attention-grabbing headline. It should spark curiosity and talk about a big benefit that your audience desires.
  • Sub-headline/Bullet Points: The sub-headline supports the headline. It adds more explanation to what the headline says. Bullet points can list out the main benefit of your free gift.
  • Call To Action: The call to action instructs people what to do. This can be a button or a box to enter their email address. Just make sure it is clear and enticing for people to take action.

Examples of Opt-in Pages

Example 1

Opt-in Page

Example 2

Opt-in Page

Example 3

Opt-in Page

Example 4

Opt-in Page

Example 5

Opt-in Page


Create Your Own Database of Opt-in Pages to Reference

You can collect the opt-in pages used by your competitors in the niche. That will help you design your own opt-in page faster. 

You can look up your competitor’s opt-in pages by going to their blogs or you can click the lead generation ads your competitors are running on Facebook or other social media platforms.

Just take screenshots of the opt-in pages you come across and save them for your reference.

Best Ways to Create Your Opt-In Page

Creating opt-in pages is very easy. You don’t need to know any coding. There are many tools that have a drag-and-drop visual builder to design an opt-in page.

In this lesson, I’m going to talk about the options you can choose to create opt-in pages.

There are two approaches you can take: Do it yourself (DIY) or hire someone else to do it for you (Outsourcing).

If you have time, I suggest creating an opt-in page by yourself. Outsourcing it can be quite expensive in the long term. 

Now, let’s take a look at the options to design an opt-in page by yourself.


There are many tools you can choose to build an opt-in page. Here are the factors you may consider when choosing the most suitable one for your business.

  • Budget – How much money can you spend?
  • Features – What features are you looking for? Do you need some special integrations with other softwares?
  • Your Experience or skills – Do you have experience with building opt-in pages? If not, you may go for the more user-friendly softwares.

Now let’s get into some of the best platforms for building opt-in pages.


If you have a WordPress website, you can actually install the Elementor plugin for building an opt-in page. Elementor has the free and paid plans. It’s my #1 recommended landing page builder for WordPress website.

With Elementor, you can design your landing page by drag-and-drop the elements. You can also integrate the opt-in form with autoresponders easily.

It is the most affordable option for building a beautiful opt-in page.


GetResponse is the best email autoresponder. Not only can you send automated emails to your subscribers, it also allows you to create beautiful opt-in pages.

So if you are using GetResponse, you can save money on buying a landing page builder to create an opt-in page.


If you are not using WordPress to build your website, you may choose ClickFunnels. ClickFunnels is an all-in-one website builder that allows you to build any webpages, including opt-in pages, without knowing any coding.

However, ClickFunnels is a bit expensive. It’s more suitable for advanced online marketers who want to build a complicated sales funnel. 


If you need some advanced features that cannot be done by page builders or if you don’t have time to do it, you can choose to outsource the task.  

There are a number of platforms where you can hire a professional to do this for you. But I recommend starting with because you can find a lot of talents from the Philippines, who are fluent in English, have good ethics and most importantly a cheap hourly rate.

When looking to hire any remote workers, make sure you check their reviews and samples of their previous work to ensure high quality.

Tools & Resources

Create Your Free Gift

A free gift is the best way to build an email list. “Free” is the most powerful word in marketing. It automatically gets people’s attention. If you have the right free offer for the right audience, it’s very likely that they will give you their emails.

Also, when you offer something for free, you’re providing value upfront. This helps you build trust and credibility with your audience.

Moreover, a free gift is a micro-commitment. Micro-commitments are tiny “yes” that can gradually generate a big yes.

A sale is actually a series of micro-commitments. You cannot expect a person to buy from you instantly. From getting on your email list to opening your emails, reading your sales page and finally buying your offer. It’s a sales cycle that every prospect will go through and become your customer.

By offering a free gift, you make that first “yes” a no-brainer for people.

Types of Free Gifts

There are so many types of free gifts that you can offer in exchange for an email address. Here are the most common ones:

  • Report
  • E-Book
  • Video Training

Free Reports

Free reports are usually in PDF form. They’re typically 10-20 pages long, making them shorter than a book, but longer than a blog post.

Free Report

Free reports are easy to create but have high conversion rates.

Free E-Books

If you want to provide even more value to your audience, you can offer a free ebook. But this will take more time and effort to create.

Again, you can give a PDF version of the book for your subscribers to download.

Free Video Training

You can create free video training as a gift. This can be a longer video or a series of videos about a certain topic that your audience is interested in. 

There are other types of free gifts. Here are some more ideas:

  • Quizzes
  • Free software
  • Free trials
  • Consultation calls
  • Free audits
  • Templates
  • Free webinars
  • Whitepapers
  • Checklists
  • Cheatsheets

If you are just starting out, I recommend offering a free report, which is easy to make and can still encourage people to opt-in to your email list.

Create Your Free Gift With PLR

Sometimes, it can be hard to create a free report or ebook from scratch. If you don’t want to create a free report by yourself, you can actually buy one. Do you know there is PRL content that you can buy and offer to anyone?

PLR is an acronym for Private Label Rights. It means you can acquire all of the rights to that content, including the resell right. In other words, once you buy the content, you can do whatever you want with it.

I recommend buying PRL content on IDPLR and, which has thousands of PLR products in many niches. You should be able to pick one suitable for your niche and offer it for free to capture emails.

After you purchase a piece of PLR content, you should make some edits to make it align with your style and voice.

Most PLR content is created to cater to most marketers, so the content might be a bit generic. So you should edit it and make it unique. With the PLR content as a template, you can create a free report or ebook very quickly.

Create Your Free Gift With Outsourcing

As an entrepreneur, you should outsource a task whenever necessary to free up your time and leverage the skills of other people.

You can outsource the creation of free gifts if you want. You can really hire someone to create a free report for you. If you are not good at writing, hiring an experienced writer can ensure your free report is of high quality and your audience will love it. 

So where do you find freelancers to work with? There are many great websites to help you find the best possible freelancer for writing your free report.

I recommend using because you can find great but cheap freelancers to help you.

When you hire a freelancer to write your free report, make sure you provide as much detail as possible.

Here’s what you should provide them with:

  • A detailed outline of the report
  • The style and tone you want for the report
  • Any references or examples as reference

The more details you give your freelancer, the clearer it is for the writer. This will help ensure that your report meets your expectations.

Tools & Resources

Choose The Right Autoresponder

An email autoresponder is the most important tool for email marketing. It is the tool that you can send automated email sequences, segments and manage your list.

You cannot send automated emails in bulk from your personal email account, so an autoresponder is a necessary tool for doing email marketing.

So how do you choose a good autoresponder? In this lesson, I’m going to help you analyse what autoresponder you should use in order to launch successful email campaigns.

Criteria of Good Autoresponders

A good autoresponder for affiliate marketing should possess these qualities:

  • It’s an established company with a proven track record
  • It’s affiliate marketing friendly
  • It has good deliverability
  • It has advanced automation features
  • It can help segment and manage email lists easily

Choosing a bad autoresponder can be costly as it may burn your email list or destroy your well-planned email campaigns. So you should always choose an established company with a good reputation in the industry.

Most importantly, you should make sure the company is affiliate marketing friendly. Some autoresponders do not allow affiliate marketing in most cases. This is because some spammers send affiliate links, and those autoresponders are afraid of affecting their company’s reputation and ban affiliate marketing all together.

But no worries, not every autoresponder has a strict policy on affiliate marketing. There are some that are affiliate marketing friendly and aim to help affiliate marketers to succeed.

Best Autoresponder For Affiliate Marketing

I have tried and tested various autoresponders on the market and have come to the conclusion that GetResponse is the best autoresponder for affiliate marketing. 

GetResponse is very user-friendly with very affordable pricing. It’s a good choice for both beginners and experts in affiliate marketing. 

You can get access to all the key autoresponder features with GetResponse:

  • Automated Email Sequences
  • Broadcast Emails
  • Pre-Scheduling Broadcasts
  • Segmentation
  • Analytics
  • Split-Testing
  • Landing page building

Tools & Resources

Broadcast and Automated Emails

Do you know what is the difference between broadcast and automated emails? 

Automated emails are automated sequences of emails that get sent to individuals when they subscribe to your email list or trigger certain conditions set by you. You can set this up in your autoresponder.

Broadcast emails are individual emails that you send to your whole list of subscribers at once.

You can send broadcast emails immediately or schedule to send them later in your autoresponder. 

When to Use Automated Emails?

Automated emails are great to send when people subscribe to your email list. You can set it and forget it. However, to ensure the automated emails are good for long-term use, you should update them from time to time.

drip email campaign getresponse marketing automation

Moreover, segmentation is very important. You have to segment your email lists for sending different sequences of automated emails. This ensures the relevancy of emails.

When to Use Broadcast Emails?

Broadcast emails are good for sending announcements that are current and relevant. It has a higher open rate and click-through rate in general.

Usually, you should send broadcast emails when you have new events, new product launches and other seasonal campaigns.

Broadcast is not automated, so you need to devote ongoing efforts. But it is worth it to stay current, relevant and engaging.

A Mixture of Automated and Broadcast Emails

You should send a 5-10 day welcome series using automated emails. After that, you should start sending broadcast emails.

While the automated email sequences are for nurturing the leads and building a relationship, most of your sales should come from broadcast emails. So be sure to craft the best broadcast emails to make more money.

How to Create Welcome Series of Emails

Your welcome series is the automated email sequence that gets sent to everyone who subscribes to your list. You can set them up in your autoresponder.

The Purpose of a Welcome Series

A welcome series has three main purposes:

  • Introduce yourself to your new subscribers
  • Start building a relationship with your subscribers
  • Transition to broadcast emails for promotion

When a person subscribes to your list, you have to introduce yourself. Like any relationship, introducing yourself is the first step to start building a relationship. 

You should also give a reason for your subscriber to read your emails and take your advice. So you should let your subscriber know how you are going to help them solve their problems.

For example, if you’re in the weight loss niche, you can share your story of getting fit or the credentials you have in fitness.

That makes you relatable and hence can create trust in the relationship between you and your subscribers.

It’s always the best marketing strategy to share some helpful content or inspiring stories before you ask someone to buy something from you. It’s like planting seeds so that you can harvest later in the broadcast emails.

How Do A Good Welcome Series Look Like?

A good welcome series should include:

  • 5-10 emails
  • Emails every day
  • Create a story throughout the emails

5-10 emails is the best for a welcome series, which is not too long or too short to leave an impression and build a relationship with your subscribers.

For the welcome series, you should send an email to your subscribers every day. For 5-10 days, Daily emails can keep the conversation going and ensure your subscribers remember you. 

Each email of the welcomes series should be closely connected like a narrative. People like reading stories, so if each email is like an episode, it can keep people engaged with your email.

Welcome Series Email Overview:

  1. Deliver the free report
  2. Follow-up for free report
  3. Introduce yourself (tell a story)
  4. Continue the story to tell your subscribers more details
  5. Provide valuable informative content
  6. Provide valuable informative content
  7. Introduce an offer
  8. Promotion of an offer
  9. Provide valuable informative content
  10. Promotion of an offer

This is just a template to give you some guidance, and you don’t need to follow it exactly.

Remember, always provide value first. Put the relationship first. When you do this, you’ll have people who know, like and trust you enough to buy whatever you recommend. If you promote something before building the relationship, you’ll turn people off. So a good balance is to promote after providing value.

Moreover, you have to train your subscribers to click your links in the emails. You should start putting links in the emails with a call to action.

You should include links in both promotional and content/story emails. When your subscribers get used to clicking your links, you will have a higher click-through rate when you promote something to them.

The Psychology Behind Welcome Series

Marketing is all about psychology. When writing your welcome series emails, it’s important to understand the underlying psychology so that you can build a great relationship with your audience.

Here’re a few tips you can take note of:

1. Story-telling

Stories are the best to increase the engagement of your subscribers. It’s best to tell your own stories. If not, you can also tell the inspiring stories of other people you have heard. You will see a higher open-rate and more subscribers actually reading your emails.

2. Use Open Loops

An open loop is something left unanswered. Using an open loop in an email can pique the curiosity of readers. That keeps your subscribers engaged and excited for your next emails.

You can even treat your welcome series like a TV series. Think about how addicted people get to TV series because of the open loops. You can create a similar effect in your welcome series by creating open loops.

Here’s how to create open loops:

  • Tell a story over multiple emails
  • Hint at something coming up in the next email
  • Introduce a multi-step process and dedicate one email to one step at a time

3. Make It Memorable

Share information that your subscribers have never heard before and give them aha-moments.

When you make your welcome series memorable, your subscribers will look forward to your emails. Your email list will have a much higher engagement rate, and result in a higher conversion rate when you promote an offer.

Monetize Automated Emails

Effectively monetizing automated emails requires some strategy. 

When it comes to monetizing your automated welcome series, you should include:

  1. Have 2-3 promotional emails
  2. Mention the offer in other emails

2-3 promotional emails is a good balance for providing value and making money.  If all the emails are promotional, you cannot build a relationship with your subscribers. But at the same time, you shouldn’t be afraid of sending promotional emails because your subscribers actually appreciate it if the offer helps them solve problems. 

The promotional emails should be sent at the end of the automated series of emails. The first few emails should focus on providing value to earn the trust of subscribers. After that, people will be more receptive to your promotion.

However, for the emails that are for providing value, you can still mention the topic of your offer to plant some seeds first.

For example, if your offer is a weight loss system, you can briefly mention that you discovered a great weight loss system that you will tell your subscribers later. This warms up your subscribers so when you actually promote the offer, they already have some ideas of what it is about.

Try to Promote From Different Angles

When promoting your offer, don’t send the same kind of emails. Different people resonate with different angles. To make sure your emails can resonate with most of your subscribers, you should try to promote from different angles.

For example, you can try to:

  • Focus on a big benefit
  • Focus on a pain point
  • Share a testimonial
  • Share your personal experience with the product

Analyse the Data To Increase Sales

If you use GetResponse, you’ll be able to see detailed analytics about your emails. You will discover what works and not works.

getresponse analytics

For example, what kind of email subject lines have a higher open rate? What kind of content has higher clickthrough rates? Which promotional angles have higher conversion rates?

You can gauge the behaviour of your list and adjust your promotion strategies accordingly to optimise your email campaigns.

Tools and Resources:

Invest in Solo Ads

Building an email list takes time. If you have a great offer and want to gain results faster from email marketing, you can invest in Solo Ads.

Solo Ads allow you to quickly build your own list of subscribers who are interested in your offer.

What is a Solo Ad?

Solo ads are one-off ads in the form of an email. You pay someone to send an email to his or her database of subscribers related to your niche.

You aim to get people to your opt-in page and subscribe to your list. You will be guaranteed to receive a specific number of clicks to your opt-in page. You’re essentially buying an ad and clicks.

Whatever niche you are in, there are competitors and they have a list of subscribers who are interested in the niche. So with solo ads, you basically rent their list for a day and send an email to their list for getting people to subscribe to your list as well. 

It’s easier to get subscribers by solo ads because those people have already opted in to a list of the same niche. So they are very likely to opt-in to your list as well when you are offering something valuable related to that niche. 

For example, let’s say you’re in the weight loss niche. You can find someone who has been in the niche for years and has thousands of subscribers. You can pay him and ask him to send an email to his subscribers advertising your opt-in page. That way, you will get subscribers from his list as well. 

Below, let me guide you on how to do Solo Ad Buying:

1. Find The Best Solo Ad Sellers

To find the solo ad sellers, you can go to Udimi, which is the largest solo ad marketplace where you can find sellers in different niches. 

udimi solo ad sellers

The advantages of purchasing Solo Ad on Udimi is that you can be sure you get what you pay for. It is charged by the number of visitors to your opt-in page. Udimi has advanced click filters to ensure buyers only pay for cleaned traffic. For non-delivered traffic, you will get a refund.

You can also select the geography of the audience so that you only get subscribers from your targeted country.

2. Write a Strong Solo Ad Email

You will be responsible for writing the solo ad email. However, if your ad is sloppy or spammy, the seller may edit it or reject it. After all, the seller has to protect his own reputation and doesn’t want to burn his valuable email list. 

Some sellers might prefer to write the ad for you. They know how to communicate with their list, so it might be a better choice if you don’t know how to write a solo ad.

3. Use FREE

Your goal for a solo ad is to get subscribers, not sell your product or services directly. And the best way to get subscribers is to offer something for FREE in exchange for an email address.

So, when writing your solo ad, you should offer a free gift and direct people to your opt-in page to download it.

For instance, if you run a solo ad in a weight loss newsletter, you can offer a free report about weight loss tips. Since the audience of the solo ad is in the weight loss niche and has subscribed for a newsletter, it’s likely that they will be interested in your free report and give you their email addresses.

4. Price

While a solo ad can help you capture subscribers quickly, it’s not cheap. It costs around $0.2-$0.5 per link click to your opt-in page. But the conversion rate is much higher than running other types of ads.

Once you find a solo ad that converts well, you can order more on Udimi to get more subscribers.

You can negotiate with the seller for a better price if you buy a lot from him.

5. Testing & Analyse Data

Don’t buy a lot for the first time. Buying 100 clicks is a good start. You should run some tests with the solo ad seller to see how well the opt-in rate is.

If the opt-in rate is good like 30-40%, you can add your budget to buy 200 to 500 clicks.

Sometimes, the low opt-in rate might not be the problem of the seller’s list, but other things like:

  • Your solo ad copy doesn’t resonate with the audience
  • Your opt-in page design is not conversion optimised
  • Your free gift is not attractive enough

There are a lot of things to test in order to succeed in running solo ads.

Tools & Resources

3 Key Principles of Writing Emails

Email marketing is very profitable and you can monetise your email list with ease if you write good emails.

So how do you write effective emails that convert into sales? In this lesson, I’m going to talk about the 3 key principles you have to bear in mind when writing effective emails.

Don’t worry, you don’t need to be a great writer to write good marketing emails. Just follow these 3 principles and you will be successful in email marketing.

1. Excitement

If an email is boring and monotonous, no one will read it or take action. A good marketing email should be able to grab people’s attention and get them excited about what you are telling them. 

Here are some common examples that can build excitement:

  • Big sales
  • Giveaway
  • Black Friday sales
  • New product launches

You can create a lot of excitement with these emails and make a lot of sales. 

Don’t just email people boring information. If you are in the weight loss niche, don’t just send emails like “how can you lose weight?” or “10 ways to lose weight” etc. 

Let’s say you’re going to promote a weight loss supplement. Here are some emails you can send out related to it:

  • Email 1: The #1 Reason You’re Overweight
  • Email 2: 3 Reasons Why Americans Are Dying
  • Email 3: Coming Soon: The Groundbreaking Weight Loss Supplement
  • Email 4: A Formula That Extends Your Life By 20 Years
  • Email 5: The Launch of a Cutting-Edge Supplement

You can see how you can build the hype before you actually introduce an affiliate offer.

2. Value

If your emails do not provide any value to your subscribers, you will see a very high unsubscription rate.

Don’t send super-obvious information to your audience. Instead, send them something that is little-known but has a big impact on your audience’s life.

For example, if you are in the weight loss niche, you can tell your subscribers a little-known reason that causes obesity. Novel information can give people an “aha moment” and they will feel grateful for your advice.

Put yourself into the shoes of your audience. Always ask yourself if you can give them an “Aha moment”. By teaching someone something new, you become an authority to them. That builds credibility and trust.

3. Presence

To build a relationship with your subscribers, you have to get in touch with them regularly. 

Think about it, you meet someone who teaches you something valuable, but that person disappears and suddenly messages you two year later and offers you something, how do you feel? Probably, you forget this person and feel awkward to receive the message. Very likely, you would not take the offer.

Therefore, presence is very important. If you don’t have consistent contact with your subscribers and stay on top of their mind, you cannot build a long term relationship and make any sales.

That’s why I recommend sending out emails at least three times a week.

As long as your emails provide value, your subscribers won’t feel annoyed but grateful for your information. 

To be successful in email marketing, make sure you combine these 3 key principles: excitement, value and presence. You will be able to make much more money in affiliate marketing.

Bonus Tips of Writing Effective Emails

  • Use visual flow – Make the email look visually appealing with short paragraphs, varied sentence length, etc.
  • Have multiple calls to action – 2-3 calls to action is ideal.
  • Keep it simple and concise to get the click.
  • Be conversational – Write emails like your writing to a friend

Master 4 Types of Emails

In email marketing, there are 4 types of emails in general. Each type of email has its own uses and benefits. Advanced online marketers use all of them in their email campaigns.

In this lesson, I’m going to explain each type of email in detail and tell you when to use each type.

Content Emails

Content emails have two purposes: build credibility and trust by delivering value upfront. 

A good content email should have a simple structure like this:

  1. What’s the topic? Why should you read it?
  2. Set the stage: Why you’re qualified to talk about this topic
  3. Content: high value and unique
  4. Call to action: what to do next

Content email doesn’t mean you have to write an essay within an email. You can actually direct your subscribers to your blog post, YouTube video etc. That also helps direct more traffic to your website and improve SEO.

Story Emails

Story emails can help build relationships with your subscribers. You can tell a story to empathize with your subscribers. People like reading stories more than any type of content.

A great story email should have a structure like this:

  1. Setup and build the story background
  2. Express your emotion
  3. Leading series of events
  4. Main point of your story
  5. So what? Why is the main point a big deal?
  6. Relate back – What does the story mean to your subscribers?

Promotional Emails

The purpose of promotional emails is to sell your affiliate product. To sell effectively, you should be able to get link clicks.

Promotional emails should have a simple structure like this:

  1. Set the stage
  2. Express pain/struggle
  3. Relate to your subscriber
  4. Call to action

Hybrid Emails

Hybrid emails are any combination of two or more types of emails. These could be story and content, content and promotion or story and promotion.

The best performing hybrid email is story and promotion. Stories work so well that it has higher engagement and hence more link clicks.

The Art of Pre-Selling

Did you receive lengthy emails like essays? Those emails take a long time to write but convert very poorly. It’s like including a sales page within an email, which you should avoid doing.

In this lesson, I’m going to talk about the art of pre-selling using emails.

What is Pre-Selling?

Emails should not be used to sell but to pre-sell. Your main goal in writing emails should be to get people to click the link, i.e. your call to action.

Selling is the job of a sales landing page, not email. In emails, you are selling the link click only. That is the art of pre-selling.

Therefore, an email shouldn’t be too long. You just have to say just enough for people to take action and click your link. People who are checking emails do not spend too much time on reading an essay-like email.

Also, never try too hard to sell an offer within an email, sell the click instead. A salesy email will push your subscribers away from the link click.

Just don’t try too hard to sell the offer. Focus on selling the click, that’s it.

A Framework of Pre-selling Through Emails

Pre-selling through emails requires only four steps:

  1. Stop the scroll
  2. Get the open
  3. Hook their attention
  4. Get the click

1. Stop the scroll

To get people to stop the scroll, your subject line must be eye-catching to stop the scroll.

2. Get the open

Your email subject line should be able to spark curiosity.

3. Hook their attention

The first few sentences of your email is the most important. It hooks their attention to finish reading your email.

4. Get the click

Your email should be pre-selling an offer, so that people will be lured to click the link and go to the sales page.

Follow these four steps when writing your email and I’m sure you will get many more clicks to your sales page, which is optimised for conversion.

Write Eye-Catching Subject Lines

The purpose of a subject line is to stop the scroll and get people to open the email. Remember this goal when writing your email subject line.

People’s inbox has many emails every day and they will not open every email. So you should write subject lines that can get people’s attention and spark curiosity.

In this lesson, I’m going to talk about the best practices for writing a great subject line for emails. 

Best Practices For Email Subject Lines

1. Short & Sweet

Subject line should be short and sweet. Make sure the words are not cut off, otherwise it will not be enticing enough. You should aim to write a subject line that is 8 words or less.

2. Visual Appeal

When writing subject lines, people ignore the visual appeal. Do you know you can include other elements other than words?

You can enhance the visual appeal of your subject lines by using [parentheses], #’s and emojis. You shouldn’t overdo it though. 

Here’s a before and after example and you should see the difference in visual appeal:

  • Seven Ways To Lose Weight In The Next Month
  • 7 Ways To Lose Weight [In The Next 30 Days]

3. Attention-Grabbing

After writing a subject line, ask yourself if it grabs people’s attention and sparks curiosity. Otherwise, people will skip your email.

Here are some techniques to grab attention:

  • Say something controversial
  • Ask a question
  • Be specific – Use specific numbers or address a specific problem

4. Specificity

Specificity is one of the most powerful techniques when it comes to copywriting and marketing. 

Specificity can resonate with your target audience and catch their attention.

Here are the ways to make your subject lines more specific:

  • Specific #’s 
  • Specific Benefits
  • Facts, Statistics & Studies

For example, 5 Minute Workout To Lose 10 Pounds

5. Benefits

You can mention an amazing benefit in the email subject line. It gets people excited if the benefit is huge but the cost is low. 

So think about what benefit your affiliate offer can provide and use one in the subject line.

For example: Lose 5 Pounds In 14 Days Safely

6. Uniqueness

Think about something unique you can say in order to stand out in people’s inbox. Uniqueness can draw people’s attention and spark curiosity. Tell your subscribers something they have never heard. 

7. Focus On Subscribers

Many online marketers make the mistake of focusing on themselves. But nobody cares about you. If your role is to help your subscribers to solve a problem, so every message you send them should be on them.

Even when you tell your own experience, you should always relate it back to your subscribers and inspire them to take action.  Remember, it’s about them, not about you. When you put the focus on your subscribers, they’re more likely to pay attention to what you’re saying.

8. Deliverability

Deliverability means landing in the inbox. You don’t want your emails to fall into people’s spam folders, which will never be found and read.

The wordings you use in the subject line can trigger the spam filter by email providers. For example, you shouldn’t use FREE in all caps or some common spam words or phrases like $$$, make money etc.

9. From Name

Apart from your subject line, people also see your name in the inbox. If your subscribers can recognise your name, it’s more likely for them to open your email. That’s why we have been talking about building relationships and trust with your subscribers in this module.

I like using my first name and organisation name as the from name, such as Isaac from tmrBoss. That way, people can recognise you and open your email. 

10. Send A Test Email

After you have written the subject line, you can send a test email to yourself.

You can see how it looks in your inbox. Does it stand out from other emails in your inbox? Put yourself into the shoes of your subscribers.

Also, sending a test email allows you to see if it ends up in your inbox, spam folder or promotion tab. You can then make adjustments to ensure it lands in the inbox. 

Subject Line Examples (Good vs Bad)

Good: Avoid these 5 Email Marketing Mistakes

Bad: Here’s an introduction to email marketing

Good: How to travel to 5+ countries for less than $1,000

Bad: World travelling tips for people on a budget

Good: [New] Scientific Study Confirms the Power of Group meditation

Bad: Group meditation is so powerful

Good: 5 Ways to Reduce Stress in 30 Seconds

Bad: Some tips to reduce stress quickly

To get inspiration for writing attractive subject lines, I recommend visiting BuzzFeed. You can see how they write their post title, where you can use the same technique for the email subject line.

Tools & Resources

Segmentation & Deliverability

Segmentation and deliverability are two important topics in email marketing.

Segmentation refers to creating sub-lists to customize your email marketing strategy and make it even more laser-targeted.

Deliverability is all about how to ensure your emails end up in people’s inboxes instead of spam folders.

In this lesson, I’m going to tell you how to segment your list and enhance the deliverability of emails.


Email list segmentation is an advanced concept. Segmentation allows you to keep your emails as relevant as possible for your subscribers.

With segmentation, people feel like you wrote the email just for them. The message you send will be more relevant to your subscribers.

A classic example of segmentation is a customer list, who has bought something from you before. Existing customers are more likely to buy from you again, so you can send more offers to them to get more sales. 

Let’s say you have a list of 5,000 people in the health niche. 1,000 of them have clicked links you sent related to a weight loss supplement. You know those 1,000 people are interested in losing weight. 

So you can create a segment of those 1,000 people and send them more fitness-related offers or information. This allows you to keep your emails laser-targeted and put the right offers in front of the right people.

You can create different segments based on anything. Here are the segments you might create for your email list.

  • Create a “buyers” list
  • Create a “non-buyers” list
  • Create a segment of people who clicked a certain link. This could be content based on a specific topic, so you then know that these people are interested in that topic.
  • Create a segment of people who opened a certain email.
  • Create a segment of inactive people and send them emails to re-engage them.

There are endless options for segmentation. Some can get very complicated and technical.

In the beginning, you shouldn’t complicate things. Don’t do fancy segmentation to confuse yourself and subscribers.

If you use GetResponse, you can get access to amazing segmentation options.

Email Deliverability

Email deliverability is how well your emails get delivered to people’s inboxes.

When you optimize email deliverability, you increase the percentage of emails you send that go to inboxes instead of spam folders.

That’s why it’s so important to improve your email deliverability, which can be affected by many factors.

Here’s an article that details how to improve email deliverability:

After writing emails, I recommend testing the email to see if it will go into the spam box. You can do the test by using, which is free.

Tools & Resources

Congrats! You’ve finished the course!

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