How We Made $14,400,000 with Email Marketing (steal my strategies)

Around two years ago, I signed a client to my marketing agency that had around 100,000 people on their email list. And fast forward to today, and we've grown that list to over 2.4 million subscribers and made more than $14 million just from sending emails to them. In this video, I'm going to teach you exactly how we did it so that you can go and apply this to your own business. Or if you're an email marketer or you're on an agency, you can go and do this for your clients. The branding question, unfortunately, I can't share the name or too much information about the brand itself. The CEO told me that he doesn't want the name to go public. And I totally understand that. And I always respect our clients' privacy. So unfortunately, I cannot share that with you. But what I can tell you is that it's one of the most well-known direct response health brands in the e-comm space right now. And for the last few years, everybody's been trying to emulate and rip off what this brand has been able to achieve. So it all started with a broken system. So before we started working with this brand, they were making $70,000 a month from email. And that's from the entire channel. After we started and implemented our systems, email was consistently generating upwards of a million dollars. In fact, we had multiple $1 million plus months just from the email channel. And as of this year, the total revenue we've generated for the client from email alone is $14.4 million. And the reason I know that's true is because every single month, my team submits a monthly report to all of our clients, which obviously includes the revenue generated for the month. And this is according to Klaviyo's own attribution. So this isn't a number we just make up. All we need to do is add up all the monthly reports, go into Klaviyo and check with our own eyes. And the number comes out to $14.4 million, which is kind of crazy. And that's not even the best part. The best part is that our email program that we've built for this brand literally generates between 14% to 20% of their total annual revenue. So all of the revenue that this business makes, 14% to 20% of that comes directly from the email system that my team built. And just for context, before we took their account, 2% of revenue was coming from email. After we took the account, between 14% to 20% of their total revenue comes from email. And this is not a small business. They're literally a nine-figure company. So it's weird because when we stepped in and took over the account, it was almost as though email was just an afterthought for them. They weren't using any segmentation. The flows were weak. They were sending one campaign every 10 days or whatever. And overall, they were leaving millions of dollars on the table. Now, most e-commerce brands think that they're ready to scale just because they're seeing decent sales on paid or have a few retention flows set up. But the truth is, if you don't have a robust backend or retention marketing system set up, then you're just going to be driving sales into a leaky bucket where for every 10 customers that buys your product, only one of them returns to buy it again. Whereas with a retention marketing system in place, for every 10 customers that buy your product, maybe five of them will buy it again or six of them. But anyway, I'm going on a tangent. The overall premise here is that this client wasn't really doing anything with their email marketing. And I mean, they just treated it like an afterthought. So what we did for them is pretty simple. We didn't just send more emails. We installed an entire system. We built campaigns around customer insight. We would literally sit down as a team and ask, what's a pain point that no one is addressing in their inbox? How do we turn product benefits into hooks, angles, and storytelling sequences? We would send a lot of campaigns around not so obvious angles or triggers like soreness after flights. Because remember, this is a pain relief brand for old people. So a big angle was soreness after flights, everyday discomfort at the desk, and midday energy crashes. And overall, we just rebuilt everything from the ground up. So that means an entirely new set of flows, which is like 14 different autoresponders, abandoned checkouts, newsletter signup series, list cleaning flows, literally everything you can think of, plus more with multiple emails within each autoresponder. And we handled all of the tech, the deliverability, the domain monitoring, warming up the list, et cetera. So by Q4, we weren't just driving more revenue. We had actually 10x their monthly revenue from email by that point. It literally became their most profitable channel. And all of their competitors were stuck doing these boring weekly newsletters, while we were sending aggressive campaigns every single day with proper segmentation and very deep and well-thought-out copies. The first thing I'm going to talk about is frequency and volume. So what you need to understand is that with email marketing or any form of marketing, really, volume is a moat. The more you can get your product in front of a customer, the more sales you'll make. The more you talk to them, the more you reach out to them, the more mindshare you take up and the more money you make. So with this client, we were sending more than 70 campaigns a month. And that's more than two campaigns a day to some of our segments. No, the list didn't collapse. No, we weren't hitting the spam folder. As you can see, our open rates were always pretty high, 47%, 48%, 51%. And more importantly, our click rate and our engagement is always super high. I mean, it's always pretty much above 1%. So no, we weren't hitting the spam folder and we weren't collapsing the list's health or destroying the list or whatever. Here's the thing. We weren't just smashing our keyboards and then sending emails. We were putting a lot of thought into it. It's about sending more campaigns in a more intelligent way. We mixed in product promos, education, testimonials, reminders, plain text emails, design, etc. And we showed up every single day, multiple times per day to different segments as well. These days, if you're not showing up in someone's inbox every single day, your competitors are. And the more your competitor shows up while you stay silent, the more mindshare your competitors take. That's why frequency and simply sending more campaigns in a more smarter way can make you so much more money. And that's why with my personal daily emails, I have a newsletter called thecopycouncil.com, which is just for me. I send an email every single day. And today's day 905. And after I filmed this YouTube video, I'm going to write an email to my list. And I send an email every single day. And my engagement and the revenue that I can produce from my list, considering the size, is much higher than so many other big gurus who I, you know, I'm friends with or I know of in the space. And that's simply because I send emails every single day. So I take up more mindshare without even trying. Most brands get scared when it comes to this much frequency because they don't actually know what to say. We never have that problem because we're good copywriters and all of my copywriters are personally trained by me. So none of my copywriters will ever sit there and not have an idea or not be able to come up with a unique angle or a unique mechanism like that doesn't happen. Every campaign we send has a reason, a goal, a clear offer, or a clear angle or mechanism. As a result, we could send two campaigns a day and it wouldn't hit the spam folder because people were actually reading those campaigns. On top of that, we were constantly testing, monitoring, and optimizing. So every single day we would get feedback on subject lines, open rates, click-throughs, revenue, and we quickly learned what works and what doesn't work. And that's the other thing with volume. If I send 70 campaigns in a month and another agency or email marketer sends 10, I'm going to know very quickly what their list responds to and what they don't. Whereas the person who's only sending 10 campaigns a month, they might need seven months to figure out what I just figured out in 30 days. So that momentum kept us sharp, it built consistency, and that consistency gave us a serious edge over the competition. And you can see that here just from last year, look at the sheer volume we were sending with and the revenue we were generating per campaign. It's always five figures, five figures, in this case, $27,000. So clearly what we were doing was working. The third thing I would do is something I call a 50-50 email format strategy. So we would basically split all our emails right down the middle in terms of the formatting. And what I mean by formatting is that you can get two types of emails. You can get a plain text email that if you read my daily emails, those are all plain text. They load straight into your inbox as if I personally sent you an email. And then you can also get design emails, which if you're on any big company's newsletters or email list, you will receive these design brochure style emails in your inbox. Most people just stick to doing the brochure style because that's all they ever know, and they're not creative enough to do plain text. But for this brand and for all of our clients, half of what we send is plain text and the other half is designed. And by plain text, here's an example. It would be super direct response straight to the point. Dealing with neuropathy pain or feeling unsteady on your feet, it's tough, especially when it feels like your just aren't reliable, just aren't as reliable. You're constantly looking for something to grab worried about fall that could keep you bedridden. You don't feel secure. And then we drive them to a sales page where they then convert. Same thing. Red light. And yeah, same thing on this page, except, you know, for a different product. And yet we would send a lot of plain text emails like this and then a lot of design heavy stuff. And what we found was that, you know, plain text emails feel like a personal message. There's no distractions. They're clean, direct, and they work especially well when you're trying to drive urgency or send an email that feels more personal and one on one with design emails. It's great if you want to include images and it works really well for skin care or weight loss, because then you can put before and after pictures, which, you know, obviously before after is going to do really well in terms of results. Some of our best revenue came from the short plain text emails. We even had one email that was only six lines that made $20,000 in less than 48 hours. And the reason we would do both plain text and design is because different people respond to different things. And sometimes plain text emails would make more money. And other times a design email would make more money. We didn't have enough statistically significant data and it would be very hard to, you know, actually test whether a plain text or a design email is going to make more money. It's just hard to say because there's so many different products, so many different pages, so many other variables, like what's the engagement, which segment, etc. So we would just do both because some people need to see the product in context, other people respond better to plain text. By using both formats intentionally, we could test fast, keep the list engaged, have better deliverability and hit a wider segment of the list. So one of the most unique things we did with this client is email specific landing pages. So most brands, when they're sending emails to their email list, they're just, you know, the CTA is driving traffic to the Shopify product page. And usually a Shopify product page is super basic. It's not really built to convert, you know, it's not really long form. It doesn't go into depth about how the product works. It doesn't explain the mechanism, etc. And there's limitations with the Shopify product page. That's why we wouldn't use it. So every campaign we ran had a dedicated landing page built specifically for the message in that campaign. Let's say we're running a campaign for a red light product for this brand. Then instead of pushing the traffic to, you know, a Shopify product page, we would have an email specific funnel for that product, which would convert way better and treat every email like it's its own funnel. Because at the end of the day, email is a traffic source, just like Meta or, you know, Taboola or Outbrain. It's a traffic source, except the only difference is you own this traffic source. So if you send an email to your list, you get to choose where you're sending that traffic. You can send that traffic to a product page on Shopify, or you can send your traffic to a high converting long form sales page or a VSL or whatever. And at the end of the day, email's a traffic source. If you send that traffic source to a low converting page, then you're going to make less money. If you send that traffic source, however, to a high converting page, then you're obviously going to make more money per email. So that's what we would do. We even use this to launch a bunch of fresh products. So whenever the client would be launching something new, we would basically do a huge email event and blast the list to a very specific brand new landing page. And, you know, for example, the client launched this new roll on product. And what we did was in the first email we sent to the list, we basically teased the solution for chronic pain. In the second email, we introduced the product. In the third email, we added urgency by, you know, giving some bonuses and then adding a deadline in. And most importantly, we use a very specific landing page that matched all of the emails we were sending. So the landing page wasn't cluttered. It didn't give people five different product page options. It focused 100 percent on the same angles that we use in the emails. And it converted like crazy because on a brand new product without paid ad spend, we managed to sell more than fifty thousand dollars worth of this product to their existing email list. And this is what most e-com brands miss. If the page doesn't match the message, then you're losing money always. Now, let's talk about segmentation. So segmentation was baked into our strategy from day one. We did not just dump people into a list and send campaigns. We built around 50 targeted segments based on real behavior, what they clicked, what they purchased, whether they purchased, how many times they bought and their engagement with emails through clicking or opening or whatever. One segment we built was called Balance Problems, and it was made up of people who bought or clicked on stability related products. So basically any customers who had shown interest or purchased products that were related to, you know, stability and balance. We would send that segment short plain text emails that specifically address their issue. And those emails would pull in five figures consistently every single time. We also created segments for VIP buyers who hadn't purchased in 60 plus days. So we would give them exclusive offers framed as loyalty rewards. And those campaigns converted three times better than our baseline. So the point I'm trying to make here is that segmentation isn't optional. It's part of the reason why this system works. And if you're going to be sending super aggressive campaigns and you're going to send with the volume that we sent, then you need to be segmenting really strongly and really specifically. And you need to make sure that every campaign you send resonates with the segment you're talking to, because the way you talk to somebody who's, you know, bought from you five times is much different than how you talk to someone who's never purchased a product from you ever. Now, let's talk about the flows really quick. So here's something that most brands don't realize. Flows aren't just there to catch what falls through the cracks. Flows can drive the majority of your email revenue if they're executed right. So for this brand, over 60% of the email revenue was coming from flows alone. And we weren't just using basic abandoned cards. Our checkout flow included five emails, which were made up of urgency, objections, testimonials, bonus offer, and then a final nudge. Our win back flow had three angles, which was first of all, we miss you. Second, a clean discount, come back and buy from us again. Third one was just, you know, a teaser about a new drop. We also built variations of these flows for different customer types. So a first time buyer, for example, would not get the same sequence as somebody who just ordered for the third time. Another important thing here is that we were split testing all the time. So we always had split tests active on the flows and we were constantly picking winners and killing the losers and then setting up new tests to just constantly meet the control. And as a result, we were consistently making 60% of our entire email revenue from flows alone. Most of the time they would make more revenue than the campaigns. Now, if you've been in the email marketing space for a while, you'll know that most of the stuff I told you is not considered best practice, or it might even be the first time you've heard of someone doing that, but that's the whole point. We purposely ignored the best practices because, you know, the best practices tell you don't email too often, don't send plain text, don't over segment, don't offer discounts. And we did the exact opposite. Daily emails, aggressive segmentation, discounts with strategic urgency. We would do that stuff all the time. Most of the so-called best practice advice is just fear dressed up as wisdom. And we didn't play defense. We wanted to play offensive with this client. And that's what we do for all of our clients at MailerProfit. And as a result, we built a system that can scale to multiple eight figures. So if your list is underperforming or you're tired of hitting send and hoping for the best, do this instead. First of all, send more emails than you're comfortable with. So just increase your sending volume. Second of all, start testing plain text and design emails together with real strategy behind it. Third, build campaign specific landing pages so that you're not driving traffic to a low converting page that the customer might have seen already. Fourth, segment based on behavior. And fifth, optimize your flows like it's your top of funnel or a sales team. So constantly be monitoring, testing and, you know, choosing winners. Now, that's all great. But there's one thing I haven't told you yet, which is the secret that made all of this possible. It's a secret that lets us send 70 plus campaigns a month, create 80 segments and write copy that converted like crazy. And that secret was AI. Think about it. If you're writing two emails a day, every single day for literal, in this case, years on end, because they are still our client, that's going to take a lot of time, a lot of effort. And eventually you're going to run out of ideas, angles and mechanisms. Now, before AI to do that would require a whole team. You need multiple copywriters, multiple designers, multiple texts. In this case, we had one copywriter, one tech and one designer and me. And that's it. With basic copywriting skills, AI and good prompting, we're able to take on more clients and produce extremely high quality copy that actually makes a ton of money without putting in as much time. And it's not just with email. We're using AI to write everything. So that means landing page, copy VSLs, Facebook ads, advertorials, product descriptions, SMS, any form of cold traffic, long form copy for top of funnel or bottom of funnel. Literally every piece of copy that drives revenue for online businesses. We're writing it using AI. In fact, take a look at the screenshot on the screen. One of our clients just paid us $14,000 on top of an email marketing retainer to write additional copy using AI for their ads and their advertorials and their top of funnel. And even recently, more and more brands at my agency have shown interest in our cold traffic copywriting services. And for those who don't know, cold traffic copy is basically the copy you use to convert complete strangers, and that means people who have never heard of your brand or seen it before, into paying customers. That would be things like Facebook ads that stop the scroll, landing pages that convert you into a customer, advertorials that pre-sell products. And it's basically the hardest type of copy to write, but also the most profitable and the most impactful when you get it right. Because with email copy, you're sending emails to existing customers. But with cold traffic copy, that's the copy that actually acquires the customers. And the $14 million that we generated for this client would not have been possible if they weren't acquiring customers in the first place. And with AI, we're cranking out cold traffic copy that used to take weeks in just hours. Most copywriters right now are panicking because they think that AI is taking over copy completely, and they think that their careers are over. But here's something that me and my team understands, which most people don't. AI is not going to replace our copywriting skills, it's only going to amplify them. And we still need to understand the psychology, positioning, offers, and persuasion. But AI lets us execute at a speed and scale that was literally impossible just a few years ago. That's why I'm going to be hosting a free live masterclass where I'll reveal my entire AI copywriting strategy, the exact prompts, workflows, and strategies that I use to land clients that pay anywhere from $3,000, $5,000, or even $10,000 a month and beyond. You'll learn why cold traffic copywriting is a blue ocean opportunity, and you'll find out exactly how there's so much demand for this skillset and why there's such low competition. I'll also show you how to get premium clients fast. So I'll share the exact framework that my students and myself are using to sign clients consistently. And this works even if you have no previous experience or case studies, like you can still get clients if you follow what I show you. So yeah, if you want to stop leaving money on the table and start using AI to build a real copywriting business and learn how to write literally every form of copy, especially cold traffic copy for the top of funnel, click below to register for the free masterclass. I'm hosting it very soon. It's going to be completely free. It's live. So make sure you go sign up. The only thing I will say is that spots are limited because it's live and we do a short Q&A at the end. And I want to make sure I can get through everyone's questions. So again, hope you enjoyed this video. If you did like it, subscribe. And if you're a copywriter, agency owner, or brand owner looking to scale, this masterclass is for you. So click the link in the description, sign up, and I will see you there.