“People don’t read ads. They read what interests them. Sometimes it’s an ad.”

The inbox is an intimate sacred place. When you go into your inbox, you don’t want to see a bunch of ads. You want to see an email from a friend or a colleague or a family member. Those are the emails that are going to get the most attention. They’re going to get read and they’re going to get a response.

You need to focus on what’s good for YOUR brand and stop worrying about what everyone else is doing.

Most Ecommerce emails look more like billboards than they do emails. I like to do to things differently and make emails actually look like emails. Every email you send should come from a person (preferably YOU). It should have a conversational tone. It should feel personal. It shouldn’t feel corporate and stuff, or bland or boring. Every email is a

An email has no acquisition cost because you’ve already paid for that customer. You might have paid to acquire these customers two or three years ago - and you can still market to them all the time without having to pay another acquisition cost.

What I am saying is the lion’s share of your profits won’t come from advertising. They’ll come from dialing in your backend, with email.

If all you ever do is send discounts, people become blind to them. And eventually, they don’t buy unless they see a discount. We call that living in “Discount Hell.” If your business doesn’t discount very often, the one or two times when a discount comes into your subscriber’s inbox, they will act on it. It’s going to be that much more powerful.

Before I spend a dime on Facebook, or Instagram, or YouTube, or Google and that meter starts running, I’m up early in the morning writing an email to my list so I can make some sales.

People are inundated with crappy emails. They are just straight-up tired of seeing ads in their inbox.