Email returns roughly $45 for every $1 spent, and ten repeatable tactics make that return reliable.
Make unsubscribing easy, not hardKeeping uninterested people captive makes them go dormant, which drags domain deliverability down for everyone who does want the email.
Segment before you write better copyHubSpot measured a 791% ROI increase from segmentation — who gets the email matters far more than how good it is.
Reward every step the reader takesA quote up top rewards the open, the one-minute tactic rewards the read, and the PS rewards finishing — behaviour repeats when it pays off.
Executive SummaryAI
The speaker says email's average ROI runs between 35 and 45 times the money put in, because the lead is already paid for and the only real costs are software and whoever writes the emails.
He backs the channel with consumption data: 61% of people check email multiple times per day, 20% multiple times per hour, and reading stays above 84-90% across every age bracket from 15-24 to 65 plus.
On unsubscribes he argues you should make leaving easy, since a dormant uninterested segment hurts domain deliverability more; his very first email churned just over 1%, and his rate is now 0.42 per email.
He cites a HubSpot study showing a 791% increase in ROI from segmenting the list by qualifiers like revenue, and a Harvard Business Review study showing a 391% increase in sales from calling leads within 60 seconds of opt-in.
For benchmarks he shares his own last three months: an average open rate just under 36% at 35.7 and an average CTR of eight and a half, which is 8,500 clicks for every 100,000 emails sent.
Key Quote
“And so it's way less about how good the email is and so much more about who's getting it.”
— Speaker
Key Quote
“So not having a PS statement is PS stupid.”
— Speaker
Key Quote
“And so I just want to make sure that I always give a positive return on time relative to anything else someone could consume.”