All Posts by Chris Hardee

11 Proven Email Marketing Tips You Need To Know

What could you learn from reviewing 90 emails from a successful email marketer?

This is the question I set out to answer after collecting 90 days of emails from Paul Mascetta, the owner of Influence Mastery, Inc and PJM Digital Media Corporation. Once I began reviewing the emails, I started seeing patterns in his strategy. I used those to create these email marketing tips, which I hope will help you improve your campaigns.

email marketing tips with a strategy twist

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What could you learn from reviewing 90 emails from a successful email marketer?

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11 Email marketing tips

1. Every email should have a link

While every email may not be selling, each one should provide a link for the reader to click. When Paul is not promoting an upsell to a new course, he is offering the reader free resources to get more information. This helps get the reader in the habit of clicking a link with each email.

2. Become a master of the follow up

After the reader signs up for a resource, Paul likes to follow up on his next email. At that time, he'll offer more information and list the benefits of reading the PDF with the goal being to get the reader to take action.

3. Make the most of scarcity

Paul frequently uses scarcity. As early as the third email in the series, he starts with the subject SIGNING OFF and informs the reader that this will be the last email they get about this offer and it's their final notice. (Of course, in the next email, he will come back and ask them why they didn’t take action and offer them one more chance to do so.)

4. Anyone can do this, so you can too

Paul frequently informs readers that anyone can master the material in his programs. In one email, he discusses how the well-known “most prized student” of NLP, Tony Robbins, is not certified in NLP and that the reader doesn't need to be certified either. The reader just needs to know the stuff that works (which happens to be what Paul wants to share).

“That's why I spent years sifting through all kinds of NLP information until I found the gems that I needed. Now I want to share them with you.”

5. Use a tripwire to start them buying

As early as the second email, Paul offers an upsell to his tripwire (a low-priced product to get the reader to make a purchase). After receiving his free download, he tries to persuade them with the “tiniest investment” they can make to get still greater results.

This is what some marketers like Ryan Deiss, CEO of Digital Marketer, call a tripwire. It helps persuade people to make an initial small purchase to move them deeper into the funnel.

Of course he applies scarcity to help convince them to take action, “This price won’t be available much longer, so I would grab your copy now while it’s still fresh in your mind.”

In the fourth email in the series, he returns acting surprised that they haven’t purchased his small investment. “Call me crazy, but I’m a little surprised you still haven’t taken me up on this.”

And then, in the fifth email, he comes back and tells the reader that he's done talking with them about this and offers them a final last few days where he encourages them to take him up on his offer.

He also shares in his P.S.: “Remember, not only will it get you persuading people immediately, but it will also give you the momentum you desperately need to become a master persuader. Get off the fence and get started NOW.” 

6. If you can’t sell them a bundle, sell the products individually

Starting at email number 16 in the series, Paul offers “Advanced Training” which is essentially a few of his PDFs bundled together. There is a short email introduction where he tells the reader that, “This training is not for everyone. In fact I was even on the fence about sending it to you but I thought ‘what the heck?’ So I reluctantly decided to share it.”

In the sales page, he inserts multiple PDFs and other things that can be downloaded in the next few emails. This group of PDFs sells for $57.

If the reader doesn’t take him up on the advanced training PDF bundle, in the next emails, he tries to sell them on each of the books individually.

7. Use activation emails to get more downloads

One of my favorite emails arrived after I failed to download one of his resources:

“Subject: <email address> Activation
Name: Support (Paul Mascetta)
ACCOUNT ID: <email address>
LINK EXPIRES: Tuesday, 11:59 PM PST

If you are receiving this email, you HAVE NOT downloaded your training product yet.

Use the link below for immediate access:

Click here

Thank you,


If the reader still does not download the guide, he will send the same email again but with a different subject.

8. Make your higher-priced items irresistible with a virtual voucher

Leading up to higher-priced products, Paul offers a virtual voucher for $262 that the reader can cash in on a discount for training.

Here is how Paul sets it up: “Thing is, the voucher is gonna expire soon and then you may lose out. I don't wanna see that happen. Cash in your voucher here.”

Then, in the next email, he spells out the benefits using a bullet list telling exactly what they will get when they purchase the product and use their $262 discount.

He then gives them a link that will expire at midnight.

He tells them in the P.S., “I've never discounted this program down this much and chances are I'm not gonna do it again anytime soon. Would hate to see you miss out and pay more.”

9. Change the From name frequently and see how it affects open rate

Paul periodically changes his name in the From field in order to get more attention. Some examples include:

Paul Mascetta
Paul M
Private Invitation (via Paul)
Paul M.
(Important Update) via Paul
Final update (via Paul)

When he wants the reader to take action and let them know they have not downloaded, he will switch his name to something like:

Support (Paul Mascetta)
Support (The Influential Mind)

When he has a new PDF to offer and wants to get attention, he will use:
Brand New PDF (from Paul)
Second Attempt (from Paul)

When he is trying to get someone to join one of his larger programs, he will use:
Your Access (via Paul)
(Your Opportunity) via Paul 

10. Match your subject line and From field to increase your open rate

One of the areas where Paul excels is matching the From name with the subject to make the most impact. Here are some examples:

He uses this version when someone has not downloaded his resource:

Subject: <email address> Activation
Name: Support (Paul Mascetta)

Subject: Brand new PDF waiting for <email address>
Name: Second Attempt (from Paul)

Subject: Last Attempt: Issue Resolved
Name: Final update (via Paul)

He uses this combination when he has an exclusive offer:

Subject: Want to work with me on something?
Name: Private Invitation (via Paul)

And when something is closing:

Subject: 👋 Bye
Name: Your Access (via Paul) 

11. Get creative with your subject lines

Here are some of the more creative subject lines Paul used throughout the series:

Time sensitive voucher for <email address>
<email address> Activation
<email address> Activation pending
🔫 Hypnotic Weaponry 🔫
⚠ Access to Restricted Material
📖 [Download] The Storytelling Cheat Sheet
I lied. 😟
👋 I'm calling it quits
✔ [Download] The Covert Hypnosis Checklist
📘 [No Charge] NLP Foundational Concepts

How I would improve this campaign

I think Paul Mascetta has done an incredible job with these emails. If I were to pick one area where they could be improved, it would be to add open loops across the series to increase engagement.

I would like to offer a special "Thanks!" to Lynn Swayze for introducing me to Paul Mascetta's emails. She was the inspiration behind this post.

Website Review: s2Member

Website Review: s2Member

This week, I'm reviewing the website for s2Member, a membership plugin for WordPress:


Let's start with some wins. 


  • check
    "It's like a cash machine." You did a great job with this paragraph, explaining the benefits of s2Member and how it will help the reader make more money.
  • check
    I like how you've spelled out the features of each type of license in the pricing diagram.
  • check
    Adding the description to each item in the features section is brilliant. It allows the reader to expand each item when they have questions.

Here are a few opportunities for improvement that can help improve sales:

Opportunities for improvement:

  • plus
    You have an incredible community and have done a nice job telling the reader about the many benefits they will receive when they use your software. To improve upon it, you could compare your software to a company where email is their only support option, which can take days to resolve an issue.  Show them how the community with s2Member is better.
  • plus
    You should include pictures in your testimonials.
  • plus
    The online demo is a brilliant idea, allowing visitors to experience your product before they buy.
    What happens after they complete the demo? Could you make better use of your email marketing to bring back the visitor if they don't sign up?

The Final Verdict:

You already have an impressive website, and by addressing these Opportunities for Improvement you can make it even better.

Would like to request a review of your website? If so, please contact me at reviews [at]

Website Review: Memberpress

Website Review: memberpress

This week, I'm reviewing the website for memberpress, a WordPress plugin for building membership sites:

Let's start with some wins. Memberpress has:


  • check
    Good bullets in the introduction that explain the benefits of the product
  • check
    A clear, concise description of the product on the homepage
  • check
    A list of services with which the product integrates
  • check
    An About page that keeps the language simple and breaks up the information into digestible chunks
  • check
    A Pricing page that does a nice job laying out the descriptions of the different plans

Here are a few opportunities for improvement that can help increase sales:

Opportunities for improvement:

  • plus
    When I used the Internet Archive, it looks like you haven’t changed your homepage in quite a while (2015).  You should try testing different text and layouts to continue optimization.
  • plus
    There is an email signup, which is fantastic. However, I signed up a while back, and I have not received any emails.
  • plus
    While the bullets are good, I challenge you to improve them. For example, you might want to add one about how long it takes to install memberpress.
  • plus
    Use your copy to give them more of a reason to continue from the home page.  You have an opportunity to pique the reader's interest before they move on.
  • plus
    Add more credibility by showing reputable brands that use the program.
  • plus
    You have testimonials, which is great, but what if you add some pictures? Get more details on why they like the product. Dig deeper by asking the right questions.
  • plus
    While the Tour page is a great idea, the images are too small, hard to read, and there are too many of them to be useful. Instead, try breaking up the information across more pages and improve the flow of your copy.
  • plus
    Instead of using "The WordPress Membership Plugin of Champions" for your Twitter profile, I would recommend using something based on your USP.

The Final Verdict:

You already have an impressive website, and by addressing these Opportunities for Improvement you can make it even better.

Would you like to request a review of your website? If so, please contact me at reviews [at]

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