Email Marketing Full Course: Zero to Email Marketing Mastery

This is going to be an email marketing fullcourse video where I reveal exactly how I make six figures a month from email marketing. And I'm going to be using exact numbers and exact examples from my business. And my plan is to make this the most valuable email marketing video on the internet. And email marketing is something that every business owner should be doing. And even out of the ones that are doing it, they're probably doing it wrong. because for every $1 that you're spending on email marketing, you should be making $40 back. And if you aren't, then you're not doing it correctly. So, my framework for thinking about this video is if I had a time machine and I could go back to myself when I was first starting to do email marketing and I had about an hour to tell myself everything that was the most important, right? Only the most important things, all the things that I should be doing and the things that I shouldn't be wasting my time with. What would I tell myself? And that's the framework that I'm going through while making this video. But before we get into that, let me talk about why most people miss out on this untapped gold mine. And look, I get it. Email isn't sexy. It's been around since the damn stone age of the internet. But you know what is sexy? Making consistent money while you sleep from an asset that you actually own instead of building your entire business on rented land like a complete amateur. Now, there are people out there that teach marketing that are obsessed with chasing whatever is new and trendy. Meanwhile, the silent killers, the ones that are actually making millions of dollars, are quietly building email lists and laughing all the way to the bank. Why? Because they're not idiots who hand over their entire audience to Mark Zuckerberg or whatever algorithm change comes next month. And here's the reality that nobody wants to tell you. Jumping from trend to trend is how you stay broke and frustrated. Building an email list is how you build actual wealth. Period. Is it boring? Sometimes. Is it necessary? Yes. But Shane, nobody reads emails anymore. That's ancient technology. Oh, really? Nobody reads emails? Yeah, that's exactly what I thought a few years ago, which is why I didn't collect emails for the first few years that I started my YouTube channel. And it's probably the single biggest business mistake that I have ever made because the email list is where the real consistent money comes from. And you might have figured out a way of making money, let's just say with Facebook ads. But when Zuckerberg changes his algorithm for the 500th time, guess what doesn't get affected? Your email list. You know, I've seen people grow to millions of followers on Tik Tok and then all of a sudden the algorithm changes and they're not getting views anymore. So, their business goes from $50,000 a month or $100,000 a month to zero overnight. But the ones that were collecting emails the whole time are relatively unaffected. And now, let's talk about the hard numbers that don't lie because multiple studies have shown that for every dollar you spend on your email list, you get $36 to $42 in return. That is an absolutely ridiculous ROI of about 4,000%. Right? Name one other marketing channel that gives you that kind of return. The only one that's even close to that is YouTube itself. An email converts 2.6 times better than Facebook and Instagram combined. So, let that sink into your brain for a second. All those influencers that are spending their entire day crafting a perfect post and they're not collecting emails, well, they're getting destroyed by some boring plain text emails. And for you B2B folks, 77% of B2B purchases start with email communication. Not LinkedIn, not Twitter, not your fancy pitch deck, email. So this isn't some madeup. These are hard numbers. But let's be real, most people are too busy chasing whatever Gary Vee mentioned last week to notice the gold mine right under their nose. And I don't blame you because I made the same rookie mistake and I didn't collect email for years. But over the last few years, I've grown my email list to nearly 100,000 subscribers. And it's one of the best decisions that I've ever made because generally speaking, you make $1 per subscriber per month. And in some niches, you can make a lot more than that. And the crazy thing is, if I want to pay for some fancy vacation that I'm going on next week, I can literally just send an email out and it's paid for. That is incredible. And look, I get it. Email isn't sexy. Building your email list is pretty boring. It doesn't have the dopamine hit of running paid ads or even making content. But when I finally got traction and I started making my email list and I saw the real numbers, the conversions, the sales, the actual money coming from email, my jaw hit the floor. And it wasn't theoretical anymore. This was cold hard cash that I'd been leaving on the table. So what did I do? I went allin. Lead magnets everywhere. Email capture on every page. Strategic content designed specifically to build that list. And guess what happened? My business completely transformed. and we're now adding about 541 new subscribers daily compared to just 58 before. That's nearly a 10x growth. So, what does this actually mean for you? Well, let me break it down in simple terms that even a 5-year-old could understand. First, it means a steady income stream. Even a small email list, I'm talking just a few hundred people who actually give a about what you do, can bring in consistent monthly cash. And while everyone else is panicking about algorithm changes, you're over here with a direct line to your buyers. A direct line that you actually own. Second, emails convert like crazy. A good welcome sequence turns subscribers into buyers faster than anything else I've ever seen. And if you think about this from a scientific perspective, the most consistent predictor of future behavior is past behavior. And what have people been buying from for the last 30 years now? Email. People have been buying stuff from email since the '9s. And so, if they've bought stuff from email in the past, chances are they're going to buy stuff from email in the future as well. And third, you get better client and customer retention. People stick around when you stay top of mind. You don't have to chase them like some desperate ex-boyfriend. They come to you because at any given time only 3% of the market is ready to buy now. And the other 97% might be ready to buy in the future, but if you don't capture them onto your email list, they'll probably end up buying from somebody else. And finally, it's a 247 business asset that works while you sleep. Email keeps selling, nurturing, and engaging even when you're knocked out cold after a night of tequila shots in Mexico. And your automated sequences don't care what time it is. They're out there making you money 247. Now, let's talk about what's actually possible in the next 90 days if you stop screwing around and take this seriously. And by the way, I'm going to help you to do this in this video. So, month one, we're going to set up a proven email infrastructure, even if you're starting from absolute zero. No list, no nothing. And trust me, I've seen people go from zero to hero in 30 days flat with the right system. Now, I'll give you a rundown on how to make an effective email right away after this road map. But you might be thinking, Shane, how the hell do I even get started if setting this email stuff up requires some technical wizardry? Well, that's where go highlevel or highle comes in. And look, I'm not going to BS you. Setting up email marketing tech used to be an absolute nightmare. You need one tool for the landing pages, another for the emails, another for tracking, etc., etc. Before you knew it, you're spending $500 a month on software and still not making any money. Now, Go High Level has all these templates built in. You just pick one, swap out the text, add your own images, and boom, you've got a professional email campaign that actually converts. And it's not just email templates. You get the whole damn system. Email marketing, SMS, automation, payment processing, all the stuff you need to actually run a business for just $97 a month. So, while other businesses are cobbling together 12 different tools and crying about integration issues, you'll be setting up your entire email infrastructure in a single afternoon. So, if you're a beginner, it's an absolute no-brainer. I absolutely recommend Gohigh Level to all my clients because you don't have to deal with complicated tech stuff. Plus, the few tech issues you do have, they have phenomenal customer support. They have a 247 Zoom call that you can just jump into at any time to get help if you need it. And you don't need to be on the phone with three different companies at once. It's all the same company. Plus, they've got a free trial, so you can mess around with it before spending a dime. So, in this video, I'm going to show you how to set up all of your email marketing with GoHigh Level. And it's literally free to try. So, check it out down in the description and the pin comment below. But with that being said, if you are using a different email software like Active Campaign for instance, this will work just as well on there. And then month two, we build out and scale your first subscriber base. And I'm not talking about buying some garbage list of random emails from sketchy websites. I'm talking real people who actually want to hear from you. Month three, you generate your first real income from email. Or if you're already making some money, we multiply it. And the craziest part is most people fail at this because they make it way more complicated than it needs to be. They're busy writing PhD dissertations in their emails when simple plain text messages from a real human being convert 10 times better and are way easier to make. Now, let's get something straight. This course isn't for everyone. If you're looking for some get-richqu scheme or magic button to press, go find some other charlatan to separate you from your money. Okay? This is for online income seekers who want legitimate ways to make money online. Right? We're talking service providers, coaches, agency owners, consultants, people who are tired of constantly having to hunt for the next client. But this is also for beginners who've never done email marketing before and who don't know where to start but are willing to put in the work. And this is also for content creators who already have an audience but aren't monetizing it effectively. And this is for people who've tried other online ventures and failed. And you know why they failed? Because they didn't have a system to convert attention into actual dollars. And most importantly, this is for system builders who want to create something that makes money while they sleep. So if that's you, gently tap that like button, strap in, and let's jump in right now. So let's talk about why most email marketers struggle, right? They're struggling their asses off despite putting in tons of work. And the most common struggles I see all the time are they're creating emails from scratch and they're getting mediocre 3 out of 10 results. They have no proven structure to follow. They're guessing what will convert and they're wasting time on endless trial and error. And they're basically just not getting results. And it's kind of like watching someone try to reinvent the wheel when there are perfectly good wheels all around them. It's painful to watch. And the solution is so simple that it hurts. Model what's already working in adjacent markets or sometimes in your own niche. You're going to get instant 8 out of 10 results. If you do this, no need to be a genius copywriter or an email marketing savant. And most people don't do this because of ego. They think they need to be 100% original. And news flash, in marketing, originality is overrated. Results are what matters. And the fastest path to results is modeling what's already working. Now, let's talk about a framework that's going to save you years of painful trial and error. Now, how do you do this? It's with the Peter framework. And this is a framework that's going to save you years of painful trial and error. And this framework is all about finding what's already working and adapting it rather than starting from scratch like some kind of masochist. And most email marketers are out there writing emails from complete scratch, creating their own templates, their own subject lines, their own structure, and getting three out of 10 results. Meanwhile, the smart marketers, the ones that are actually making bank, are modeling what's already crushing it in adjacent markets and making a few tweaks here and there to make it original and instantly getting at least 8 out of 10 results with a fraction of the effort. So, the Peter framework gives you a systematic approach to email marketing success without having to reinvent the damn wheel. So, let me break it down for you. And after I explain the Peter framework, I'm going to show you how you can implement it yourself. So, first of all, what is the Peter framework? What does it actually stand for? Well, the P stands for proof of concept. This is where you identify strategies that have already been proven successful in your industry or in similar industries. Why start from zero when you can start from 80% of the way there? And the E is exploration of ideas. This is where you examine existing strategies and explore how they can be modified to fit your specific needs. You're not straight up copying, you're adapting. The T is theory. This is where you understand the underlying principles that make these strategies effective, not just the tactics. Tactics change, principles don't. The E is evaluate. You test your adapted approach and you measure its effectiveness against clear metrics. No guessing, no this feels right, just hard data. And then the R is retry. You refine your approach based on evaluation results, creating a continuous improvement cycle where you can get from eight out of 10 to 10 out of 10 with a little bit of tweaking. Then you tweak, optimize, and scale. Now, the beauty of this framework is that it works for anyone. Whether you're just starting out or you've been at this for years and you still haven't cracked the code. And the Peter framework is the key to making money fast with email marketing and not having to go through years of struggle before you actually get results. Now, let's dive into step one of the Peter framework, proof of concept. This is where most people go wrong right out of the gate. First, you need to define your email marketing goals with crystal clarity. Be specific about what you want to achieve. Don't say, "I want to make more money with email." No, everyone wants that. Instead, say something like, "I want to create a welcome sequence that converts subscribers to buyers at 5%." That's specific, measurable, and it gives you a clear target. Another example, I want to generate 10K per month from my email list to 5,000 subscribers. Now, you have something concrete to aim for. And without a clear goal, you're just throwing spaghetti at the wall and hoping that something sticks. Next, you need to find successful email campaigns to model. This is where the real magic happens. Identify five successful creators in either your niche or adjacent niches. Now, what exactly do I mean by adjacent niches? It might not be your niche or your offer, but it would be the same types of people that would buy your niche or your offer. For example, if you're selling a fitness program, look at nutrition programs, wellness subscriptions, performance coaching, adjacent niches where the audiences overlap, and look for campaigns with proven results, not just popularity. Just because someone has a big following doesn't mean they know how to convert. Follow the money, not the follower count. For instance, if you're selling something in the make money online niche, you can subscribe to email list of top business coaches, personal development experts, and performance programs. For example, you might notice that Rammit Sethy's welcome sequence for I will teach you to be rich has a clear pattern that could be adapted for your I'll help you make money with Airbnb program. And the structure works because the psychology of transformation is the same even though the specific transformation is different. And this is how you shortcut years of testing and get to proven strategies fast. You're standing on the shoulders of giants instead of starting from the ground up. Now, let's break down how to find adjacent niches for your email research. And this is critical because the wrong models will lead you down a rabbit hole of wasted time. If you're a marketing agency, look at business coaching, sales training, and SAS companies. They're all selling to similar audiences with different offers. If you're a fitness coach, check out nutrition programs, wellness subscriptions, and health tech companies. Again, similar audience, different offers. If you're in finance education, look at real estate investing, wealth coaching, and crypto education. See the pattern? The key is to target audiences either in your niche or audiences with similar psychoraphics but different offerings. They want the same outcomes, but they're buying different vehicles to get there. And this is how you find proven templates that will work for your specific audience without directly copying your competitors. And listen, later in the video, I'm going to show you exactly how to extract their best strategies step by step. Now, most people halfass this research phase and wonder why they're getting garbage results. Then stick around because the system I'm about to show you will save you months of painful trial and error. Now that you found what works, it's time for step two, exploration of ideas. This is where you take what's working and you make it your own. First, you need to implement successful email structures into your specific niche. And this isn't about copy pasting. It's about understanding the architecture of successful emails and adapting it to your unique situation. And when necessary, make minimal strategic changes. Don't change things just to be different. Change things because your audience needs something specific that the original doesn't provide. And a pro tip is to use AI tools like Claude to help adapt proven emails while maintaining your voice. It's like having a copywriting assistant that never sleeps. So, let me walk you through the exact process. First, find a high converting email or a strategy from an adjacent niche. Second, identify its structure and key conversion elements. What makes it work? Is it the story, the offer positioning, the objection handling? Third, copy that email into Claude AI to adapt the framework to your offer and audience. Give it some additional context about you, your offer, and who you serve. And then fourth, maintain the proven structure while infusing your own unique voice. The structure sells. Your voice builds connection. Now, what I like to do is I'll have Claude write out five different versions and I'll pick my favorite. And finally, test it against your current approach and compare performance metrics. And remember, don't rewrite what's working. Adapt proven structures to your specific audience. Now, let me show you an example of how this works in practice. Take Russell Brunson's email giving you a lead magnet. You can enter the exact structure into Claude with this prompt. Here's the prompt right here. And the AI will maintain the proven structure that makes Brunson's email convert like crazy while adapting the content to your specific offer. And this is how you leverage the best of both worlds. Proven structures that convert and personalized content that connects with your audience. So, this is a perfect example of using the exploration of ideas process. We took an email structure that's proven to work and adapted it to a new context while keeping the core elements that make it effective. Notice how the structure remains consistent. opening with a hook, providing value, creating curiosity, and ending with a clear call to action. But the content is completely tailored to the new offer and audience. This is the power of modeling success. You're not starting from scratch. You're starting from a place of proven effectiveness and adding your unique spin. All right, step three in the Peter framework is theory. This is where you explain why you believe the adapted email strategy will work for your audience. You make a theory. And creating a solid theory is about explaining why you believe the adapted strategy will work for your specific audience. It's not enough to say, "I saw it work somewhere else." You need to articulate why you think it will work in your context. So, create a clear, concise hypothesis about expected results. For example, based on my analysis of five top marketers in adjacent niches, I believe implementing this subject line structure will increase our open rates by at least 20%. And this step forces you to think critically about what you're implementing rather than blindly copying tactics. So, let me give you a concrete example of what a good theory looks like. After analyzing five emails of marketing agencies in adjacent niches, I found that four out of five use email design with one CTA button. While I don't have their exact CTR, they consistently rank among the top newsletters. So, it's worth modeling. I believe implementing this approach with our audience will increase our current 8% click-through rate by at least 50%. See how specific that is? It's not just I think this will work. It's I've observed this pattern in successful campaigns and here's the specific improvement I expect to see. Another example is from Alex Heroszi and he talks about how this is a simple framework that he sends out to his emails with value. Now this is slightly inest but overall the format is one I made this thing for you. Two here's how it'll help you and three here's how you get it. Alexi is one of the top marketers in the world. So I believe implementing this approach with my adjacent audience will boost my open rates and clickthrough rate. Now this theory clearly identifies the structure that you're modeling credits the source and predicts the outcome you expect. Here's another solid theory example. After reviewing Chase Diamond's advice on increasing click-through rate, I found his approach focuses on simplicity, curiosity, and intent. And while he didn't share exact metrics, his agency scale gives weight to this method. And I believe applying this can boost our 8% click-through rate by at least 40%. And this theory not only predicts the outcome, but also breaks down the specific elements that you'll be implementing. This gives you a clear road map for execution. Now, we're at step four, which is evaluate. And this is where the rubber meets the road. Without this step, you're just guessing whether your emails are actually working. First, you need to define clear success metrics. What exactly constitutes success for your email campaign? So, set specific measurable goals. Don't say, "I want better open rates." Say, "I want a 35 plus% open rate." Something like that. Some examples of good metrics, open rate, 35% plus. Click-through rate 10% plus. You could also measure the revenue per email, like maybe you generate $1,000 per email, and the unsubscribe rate below 1%. Although many would argue that doesn't matter very much. Now, these are numbers that you can actually track and measure, not vague wishes. So, next, track your results diligently. This isn't optional. It's mandatory. Implement proper tracking and analytics. Make sure your email platform is set up to give you the data that you need. Now, one thing that I really like about Go Highle is it just does this automatically. You don't even have to set it up. If you're using other platforms, you're likely going to need to buy something external so that you can track things properly. For instance, you might use something like Short.io. And for extremely advanced tracking, you might use something like Hyros. And then you want to compare your performance against your established goals. Don't just collect data, analyze it against your targets. Without tracking, you're flying blind. And when you're flying blind, you crash. So let's go over some evaluation examples. After analyzing Alex's $2.4 $4 million email campaign. I observed that his approach centered on a 7-day challenge, a single CTA, and a clear outcome achieved an 18% open rate and an 8% sales conversion from a 464,000 person list. And while our audience offer and traffic sources differ, modeling a similarly focused structure could help us increase clarity and intent, potentially improving sales conversions by 10 to 20%, which at scale is still significant. Notice how specific this is. It doesn't just say Horoszy's email works well. It breaks down exactly what elements made it successful and predicts a specific improvement range. And as the note on the slide says, this isn't about copying Hermosi. It's about breaking down what actually made it work so that we can test smarter, not just louder. And then step five is to retry. This is the final step in the Peter framework and that is retry. And this is where the iteration happens that takes you from good 8 out of 10 to great 10 out of 10. So first evaluate your results based on the metrics that we talked about earlier. If your campaign was successful, meaning it hit or exceeded your goals, then scale this approach and stop wasting time on less effective methods. If it wasn't successful, analyze why it didn't work and make targeted adjustments or just simply start over from the beginning, right? So, you'd start all the way back at the P part of the Peter framework. And guys, that is it. I just gave you more value than 99.9% of email marketing courses, email marketing coaching programs, or any other even entire email marketing YouTube channels out there. This is my experience as a business owner. Use the Peter framework. Don't try to reinvent the wheel. Find somebody else that already found something that works, model that, and change it a little bit for your offer. and then slowly over time tweak things, try different things out, and see what works even better for you, your offer, and your audience. If you do this, you're going to start off right off the bat making content and sending out emails that are at least an 8 out of 10. And then slowly over time, as you optimize, as you basically tinker with things and try different things, you're going to get that up to a 10 out of 10. And I really highly recommend that you use Go Highle because it's so unbelievably simple to use. They already have all the templates built in and it's a bunch of different tech allin-one and it's insanely simple to use compared to what I had to do when I first started. So go ahead, check it out down in the description in the pen comment below. And that's it, guys. There's there's no it's not rocket science, right? Figure out what's working right now in your market or in adjacent markets. Model what's working and then adjust a little bit and pivot and tinker and change over time. And congrats, I just saved you 2 to 3 years of banging your head against the wall. And this is the kind of thing that I've taught so many of my clients that has absolutely boosted their results. For instance, my client Shawn was stuck making around $10 to $30,000 a month even though he had a massive YouTube channel. And he implemented a lot of the stuff that I teach in this video. And now 9 months later, he's making over $500,000 a month. And as a side note, I do work with a small handful of people. So if you're interested in that, go ahead and apply for a call down the description and the pin comment below. If we accept you for a call, we'll go over your current situation. We'll figure out what your goal is. We'll make a plan on how to get there and then we'll see if we're a good fit to work together or not. And we help our clients with all things content creation or monetization related, including helping you with hiring. And this is all in our program, Content Growth Engine. So, if that sounds at all interesting to you, go ahead and apply down the description and the pin comment below. And if you want to see a case study of exactly how we helped Shawn get these results, check out that video by clicking right here.