10 things I wish every business owner knew about email marketing

If you only read one thing on Fix My Emails!, make it this.

Here are 10 things I believe about email marketing:

1. Getting the email address isn't the goal. Training your audience to open, read and click your emails is far more valuable than simply making your list bigger.

2. How someone joins your list matters. If they only wanted your free PDF or list of AI prompts, don't be surprised when they ignore the emails that come afterwards.

3. Your lead magnet should create the behaviour you want. This is why I prefer using an email series as the lead magnet itself. People join because they actually want your emails.

4. Stop welcoming people. Immerse them. Your first emails should pull someone into your world, help them with a problem and make them want the next email.

5. Don't optimise only for today's sale. Someone who doesn't buy today might buy in six months. Build your email marketing for both.

6. Your newsletters don't need to make money every time. Sometimes their job is simply to provide value and keep people paying attention.

7. There's no perfect email frequency. My rule is simple: send something when you have something good to say.

8. Your email list isn't one giant person. Different subscribers want different things. Use their behaviour to make what you send more relevant.

9. You're allowed to sell things. Regularly promoting your offers isn't the problem. Burning through people's attention while doing it is.

10. You don't need to become a knobhead when you sell. Fake deadlines, bullshit scarcity and ridiculous bonus values aren't prerequisites for making sales.

That's pretty much Emailtopia in a nutshell.

Good email marketing isn't about writing the coolest subject line or sending the perfect number of emails.

It's about building an email ecosystem that people actually want to stay inside.

From here, head back to Fix My Emails! and choose the problem you want to fix first.