“Use stair-step marketing to break big commitments into small, manageable steps. Start with tiny commitments like clicking a link or watching a video, then gradually build up to larger commitments like joining your email list, then purchasing low-cost products, before asking for major purchases.”
About email marketing
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, any email sent to a potential or current customer could be considered email marketing.
Relevant Clips46
- How-To
How to Build an Email Marketing Business Like Eben Pagan -- Create a valuable email newsletter system that generates backend sales
- Teaching▶ 2:44
Stair-Step Marketing Breaks Big Commitments into Small Steps
Use stair-step marketing to break big commitments into small, manageable steps. Start with tiny commitments like clicking a link or watching a video, then gradually build up to larger commitments like joining your email list, then purchasing low-cost products, before asking for major purchases.
- Teaching
Email Capture Landing Pages Drive 5x to 10x Growth
Landing pages that capture email addresses before allowing site access can grow your business 5-10x. Even though you lose 80% of visitors who won't provide their email, the 20% who do become leads you can follow up with through newsletters and email marketing.
- Teaching▶ 0:30
Opt-In Landing Pages Build Relationships Before the Sale
An opt-in landing page with headline, bullets or video that captures name and email address connected to an email marketing system builds relationships with prospective customers rather than just trying to sell them immediately.
- Teaching
Ten Minutes Isn't Enough for Your Brain to Fully Engage
Modern sophisticated conversion tools like email autoresponders, behavior-based follow-up sequences, and video marketing are now available to everyone, allowing businesses to create individualized customer experiences at scale
- Teaching
Systematic Follow-Up for Prospects Not Ready to Buy
Most prospects don't buy on first contact, so systematic follow-up using email newsletters, podcasts, or video series is essential for building relationships over time with prospects at different stages of the buying process.
- Teaching▶ 2:28
How Email List Building Creates 5-10x Business Results
Email list building through opt-in pages creates 5-10 times bigger business results because it allows follow-up over weeks, months, and years to build relationships, offer value, build trust, and generate ongoing sales.
- Teaching▶ 6:43
Narrowing Follow-Up Content to Five to Ten Core Topics
Focus follow-up content on only 5-10 topics that customers care most about, because people can't hear their desires or what they want to avoid too often—you can create 100 newsletters from just a few core topics.
- Teaching▶ 9:16
Opt-In Button Free Instant Access Converts Best
The opt-in call-to-action should tell visitors exactly what to do with phrases like 'just enter your name and email address here' and use buttons labeled 'free instant access' which tests well for conversions.
- Teaching▶ 0:31
Learn Direct Response First Before Advanced Marketing Concepts
Learn direct response marketing first because it forces you to do things that get results, then move to advanced concepts like branding and relationship marketing once you're getting results consistently
- Teaching▶ 12:07
The Free Newsletter Built for Maximum Value Over Design
In his dating advice business, Eben created text-based newsletters focused on maximum value rather than fancy design, making it his goal to have the most valuable newsletter ever offered for free
- Teaching▶ 4:19
The 20% Who Opt In Generate Disproportionate Sales
Even when 80% of visitors leave without opting in, the 20% who do provide their email and receive follow-up generate significantly more sales than trying to convert everyone on the first visit.
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- Teaching▶ 3:18
Longer Follow-Up Sequences Multiply Sales by 2x to 10x
Using longer-term follow-up sequences and relationship building tools together can sell 2 times, 5 times, or 10 times as much of your products and services compared to one-shot sales approaches
- Teaching▶ 16:12
100,000 New Subscribers in Three Weeks Without Paid Advertising
During product launches, Eben typically generates 50,000 to 100,000 new email subscribers over 2-3 weeks without paying for advertising, resulting in multi-million dollar launches
- Teaching▶ 7:32
Marketing Goal: Capture Email Before Attempting the Sale
The goal of marketing is to identify your client's specific current problem and offer a solution that grabs their attention long enough to capture their email for follow-up
- Teaching▶ 4:42
Email Is Still the Killer App of Internet Marketing
Email remains the 'killer app' of internet marketing, generating most leads, subscribers, and customers even during product launches compared to other online channels
- Teaching
Most Sales Happen on the Second Through Twentieth Contact
Most sales happen after the first website visit - on the second, third, fourth, fifth, or even twentieth contact, making follow-up essential for maximizing revenue
- Teaching
Move the Free Line Until Paid Products Seem Exponentially More Valuable
Moving the free line means giving away so much high-quality content for free that prospects conclude paid products must be exponentially more valuable
- Teaching
Relationship Cultivation After the First Sale Builds Massive Revenue
Focus on relationship cultivation after the first sale rather than just driving initial sales - this is where massive revenue and loyalty are built
- Teaching▶ 3:02
Use Audience Questions as Newsletter Content Foundations
Use audience questions as the foundation for valuable newsletter content by deliberately seeking great questions to build entire newsletters around
- Teaching
Progressive Value Escalation: Small Free Sample to Larger Free Content
Progressive value escalation - start with small free samples, then expand to larger, more comprehensive free content to demonstrate your expertise
- Teaching▶ 14:05
Treating Email Subscribers Like Friends With Exclusive Bonuses
Treat email list subscribers like friends by providing extra value, exclusive interviews, and bonuses rather than just sending promotional emails
- Teaching▶ 13:45
Partner With List Owners for Free Webinars and Exposure
Partner with others who have email lists by offering to do free webinars or training for their audiences, providing value while gaining exposure
- Teaching
Research Phase: People Consume Free Content Before Buying
People go through a research and awareness phase before becoming ready to purchase, during which they will engage with free content but not buy
- Teaching
Email Newsletters for Value and Connection Before Selling Higher-Ticket Offers
Use email newsletters not just for selling, but primarily for providing value and connection to warm up audiences for higher-ticket products
- Teaching▶ 37:28
Long-Form Email Newsletters Reveal Product Opportunities
Long-form email newsletters of 10-15 pages answering customer questions builds deep customer relationships and reveals product opportunities
- Teaching
Email List Follow-Up Beats Immediate Ad Sales
Building an email list for follow-up sequences generates significantly more revenue than trying to make immediate sales from advertisements
- Teaching▶ 46:33
Why Your First Launch Should Go to Your Existing List
Start with an internal launch to your existing list rather than trying to coordinate joint venture partners for your first product launch
- Teaching
Email Newsletters as the Most Valuable Content Distribution Channel
Email newsletters can be the most valuable content distribution method when focused on providing maximum value rather than just selling
- Teaching▶ 47:05
Three to Six Emails Using Reciprocity and Social Proof Launch Any Product
A simple email sequence of 3-6 emails focusing on reciprocity and social proof triggers is sufficient for your first product launch
- Teaching▶ 4:18
Personal Follow-Up Emails to Recent Customers Generate $10+ Each
Personal follow-up emails to recent customers offering advanced products with no-risk trial can generate $10+ per email in revenue
- Teaching▶ 2:51
Follow-Up as the Biggest Marketing Mistake
The biggest mistake even experienced marketers make is not following up with prospects who aren't ready to buy immediately
- Teaching▶ 14:08
Adopting Entrepreneur Identity Shifts You to Prime Mover
Adopting the identity of 'entrepreneur' shifts you from being a cog in the wheel to being a prime mover and creative force
- Teaching▶ 1:10
Most People Aren't Ready to Buy on First Discovery
Most people are not ready to buy when they first realize they have a need - they require systematic follow-up over months
- Teaching▶ 8:07
Free Content Worth $100: The Email Opt-In Offer Standard
Create free content worth at least $100 in value, then use it to capture email opt-ins through dedicated landing pages
- Teaching▶ 15:47
The Kiss Test — Naming Creates Perceived Value
The Kiss Test demonstrates how naming creates perceived value - men didn't know a test for readiness to kiss existed
- Teaching▶ 3:21
High-Value Free Content with Personality Improves Newsletters
Creating high-value free content with personality, humor, and energy significantly improves newsletter performance
- Teaching
Education-Based Marketing Builds Trust Before the Sale
Education-based marketing builds trust and authority by giving away massive value for free before asking for sales
- Teaching
Lead Capture Pages Grow Business 5 to 10 Times
Landing pages that capture leads before selling can grow your business 5-10x even though you lose 80% of visitors
- Teaching▶ 3:08
Follow-Up Systems Are Nearly Free on the Internet
The internet makes follow-up systems virtually free to implement, requiring only time and energy investment
- Teaching▶ 9:07
Move the Free Line by Giving Away High Value
Move the free line by offering highly valuable content for free in exchange for joining your interest list
- Teaching
Respond Personally to Every Email at the Start
Respond personally to every email when starting to build deep understanding of what your audience wants
- Teaching
Personal Follow-Up Emails Generate Ten Dollars Each
Personal follow-up emails to recent customers can generate $10 per email in additional sales
- Answer▶ 15:07
Where to Deploy Power Words for Maximum Impact
Power words are highly emotional, distinctive words and phrases that emerge as patterns when interviewing multiple customers. Use them in your product titles, email subject lines, and marketing to create instant emotional connection.
- Quotable
Marketing AI and Google Are All Playing the Attention Game
the advertising and marketing game is all about attention turns out by the way that that's what AI is all about as well it's what Google has figured out it's what Facebook has figured out it's all about attention
- Quotable▶ 5:53
Email List Builds a Business 5-10x Larger Than Without It
I think that our business is probably something like five to 10 times as big as it would be without the email list and without the opt in page.