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.

About the Author

Chris Hardee is a tech copywriter who creates compelling copy with a strong voice and simplifies complex ideas for a broader audience.

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