3 Biggest Email Marketing Lies

I have subscribed to a bunch of other ‘email marketers’ newsletters and I see the same lies repeated over and over again.

In This Email You Will Find:

• 3 Biggest Email Marketing Lies

• I created a new email funnel

• Monthly Tech Focus

• What I have to sell you

3 Biggest Email Marketing Lies

I am just going to break these down nice and quickly and then go into more depth after:

Lie 1 - Attributed revenue is the same as revenue generated

Lie 2 - You should not include discount codes in your pop-up forms

Lie 3 - Open rates are the most important metric to focus on

Watch the video I made about this

Let’s break them down in a bit more depth:

‘Attributed revenue is the same as revenue generated’.

The easiest way to see if an email marketer is full of s*** is if they say things like, ‘we generated XYZ in revenue for this client with our emails.’

Wrong

What they should be saying is ‘We generated XYZ in ATTRIBUTABLE revenue…’

The reality is, that email marketers have a very tough time identifying how much revenue is generated from the emails they send. Attributed revenue, is not the same as revenue generated, for example, 90% of the attributed revenue in a Welcome Series was going to happen with or without that Welcome Series.

‘You should not include discount codes in your pop-up forms’

The only people who say this are email marketers who are trying to artificially inflate their numbers when it comes to attributed revenue.

When offering a discount in your pop-up forms, you should be making it as easy as possible to get someone to give you money. Including a discount code at the final step of your sign form makes it easier for your subscribers to give you money and place an order. Do not force them off of your website and make them go into their inbox to get the code you promised them. This causes a drop-off and while it increases attributable revenue, it causes total revenue to dip.

‘Open rates are the most important metric to focus on’

I said that open rates don’t matter in that video I made above… that was not entirely true. But I do stand by the take that open rates are not as important as people make them out to be.

Here is the thing, if I wanted to, I could get anyone’s open rates close to 100% simply by segmenting the audience by those who subscribed in the last day and only sending them emails. I would be increasing your open rates, but I would be doing so at the expense of your business. Instead, you should be focusing on how many people I turn from subscribers non-purchasers to subscriber purchasers. The subscription to conversion rate is the metric that matters.

I created a new email funnel

This is a work in progress but I just recreated a Welcome Series for my own newsletter and you can see the design files right here.

I am split testing between design and plain text on one side on either side of a 50/50 split in the automation.

The idea is to really just provide value in that flow while also upselling my digital products and my YouTube channel. I think there is room to be more aggressive with my digital product sales and my service offering but I will revisit that shortly, the first thing I want to do is test the difference between plain text and creative.

Monthly Tech Focus

Aimerce is humming for a few of my clients and I intend to roll out a few more in the coming months.

In full transparency, Amerce sponsors this newsletter. Aimerce aims to increase flow revenue by increasing the length of the pixel on your website, which allows you to send more abandonment emails.

At the moment we have three businesses using the software and here are the results that we have managed to bring in:

Good - Dates from 20/11/24 - 23/2/25

Client 4 (Good) - Additional revenue of $2,363.61 which is a 4.85% increase in revenue

So far so good here.

Mod - Dates from 28/11 - 23/2/25

Client 6 (Mod) - Additional revenue of $812.07 which is a 6.19% increase in revenue

Min - Dates from 28/11 - 23/2/25

Client 7 (Min) - Additional revenue of $4166.31

Try them out for a month—Yiqi has a 30-day free trial going at the moment.

They are worth 5 minutes of your time: click here

My Referral Program

What I Have To Sell You

 Check out some of the guides I put together:

• Master outline of every flow of an e-commerce business needs: click here

• ChatGPT prompts for 6 automations: click here

• Editable design files that you can copy and paste for your own business/agency: click here

• Make more profit with your next email sale: click here

• My strategy for making money as a consultant: click here

• 639 different swipe files for email and sign-up forms: click here

Thanks for tuning in!

 Cheers,

Gavin