i don't love your emails

Hi there hater of good old email marketing, how’s December going for you?

If you haven’t dressed up your Christmas tree yet…

well I don’t know what to tell you except:

Me neither.

But pleasantrees aside, shall we just go ahead and talk your emails?

Cz I know I’ve ranted about them in the past and i feel bad so….

I wanna make it up to you.

(yes, really)

The brutal truth is:

I’m genuinely hard to impress with words. Most stuff people write leaves me cold. To be completely honest with you:

I don’t read 97% of the words people send cz…

I’m truly protective of my inbox.

Now….

Let’s be presumptuous here for a sec.

My guess is you’re kinda like me… and ghost the life out of your subscriptions (the ones that come in words).

So… how in the land of Christmas trees did I get into your 3%?

(is what I ask myself every night)

Look.

I love you, but…

I don’t really wanna give away my secrets just yet, so…. I’ve decided to give away those of others (hehe).

Today, we’re gonna steal from a series of emails that actually hooks people in.

And by hook I mean… They open, they click,… and they buy.

(stick around til the end for some actual numbers)

Sooo……... Remember the free info courses I’ve ripped a few emails back?

This time, I’ve analized the welcome sequence of a 6-figure mindset writer.

Our guy with the stupidly inspiring & btw profitable welcome sequence?

Introducing…

………………………

…………………………….

………………………………………

Eminem’s 2nd cousin & British Medium writer Alex Mathers –

how’d you do sir!!

Now, let’s see what he does differently…

And how he flips the script 7x:

1) Stories > Info.

This seems obvious, but… people are afraid to tell stories. Especially in their welcome emails.

‘It’s all about the reader’
‘Need to give 1000% value’
‘They gotta to know what’s in it for them… FAST’

Guess you’ve heard that. Or you’ve thought that. And here’s where you’re wrong:

You’re missing the ‘welcome’ part of your emails.

People sign up for your newsletter because they wanna know you deeper… not because they wanna tick off some random tasks.

So Alex’s emails?

7/7 stories.

2) Beliefs > tactics

Our friend the mindset writer got a little head start here. Instead of focusing on short-term practicalities…

He’ll obvs play his home-court advantage.

But here’s what changing beliefs does for you (even if you’re selling socks):

If you’re attacking a belief people got in their heads, AND you’re able to flip it…

Well, guess who they remember to have changed their lives??

3) Doing > thinking

The one time thinking actually gets you further?

Is when you do less of it.

Alex doesn’t try changing your doing.

He’s changing your thinking. To how you think less…

Watch. ↓

4) 1 theme to rule them all.

Educational emails like this one?

They’re giving you step-by-step guidance → of one thing leading to another.

You gotta do a couple of things, and think a couple of thoughts.

But how about you don’t…..

Remember the 7 stories?

Instead of using a variety of different steps (1 tactic/email) to puzzle together 1 dream:

He’s flipping the script again (by simplifying).

Let’s pick 1 core theme and attack it from different angles:

• how fear leads to anxiety

• how fear is an opportunity

• the secret to becoming fearless

Feels like less work?

That’s cz it is.

Collateral damage:

You feel more (hehe).

5) Inspiration > fear

Marketing tactics?

Fear-based.

(how i hooked you into reading this email)

Now, we do what we gotta do for drawing attention…

But long-term, basing your writing on fear is a terrible choice.

(poison for building relationships)

Look.

If you’re not being inspiring, if you don’t give hope…
You’re gonna lose people.

(nobody sticks around to feel worse)

So I already told you…

Each email is a story.

Each email is a transformation.

And each email gives hope… for you to achieve the same.

(That’s motivation you don’t need a checklist for)

6) Personal > Client wins

This one sounds tough. And exceptionally stupid, BUT:

Out of the 7 stories, 6 are personal.

Transformational client stories?

Only 1 of them.

And here’s why:

We’re in your welcome sequence, so we’re still getting to know you…

And we wanna hear more about you.

(We'll talk more about clients later)

7) Relationships > sales

Now you’ve scrolled all the way to #7 and I’ve totally lost you (‘wtf Lessa the whole point is sales????’).

HANG ON.

Stay with me for 1 sec ok???

It’s true, Mr. Mindset goes soft on the selling.

• he could’ve used more client stories

• he could’ve sold harder and in more emails

• he could’ve offered a new thing every day (← don’t do that ok)

The point is he didn’t (and he’s still making sales).

How?

Driving to act through his stories → not on the tactics, but on the belief he’s changed → leading into buying his course (no-brainer next step).

The mindset shift that changes your email game (today)?

Don’t sell your solution yet:
go hard selling you.

But I know I know you’re here for the numbers……

Right, let’s see.

Doing the math for the new subscribers who’ve been through Alex’s welcome sequence vs the old ones who haven’t, there’s:

• 30% higher open rates

• 3.56x higher click rates

• 14,7x revenue/sub

And since I can’t see your excitement right now…

Let my funnel guy Jordan bounce up and down in his chair for you:

Anyways, this email is way too long (too much value too little story)

↳ Remember that for your welcome sequence!!!!!

xxx Lessa

PS Now, if you want those numbers… I can help you nail those emails.

But for December spots are taken so reply now to save yours for 2025!!!