Email Marketing Tutorial

The Ultimate Email Marketing Tutorial: What Really Works!

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There is nothing sweeter than having an asset that continues to feed revenue into your business on demand, especially when it can be set on autopilot. 

I’m talking about email marketing, and I truly believe it is the number one best thing you can do for your business. Whether you’re just starting out with email marketing or if you want to amp up what you’ve already started, I created this email marketing tutorial to outline the steps for how to do email marketing so that you can make the most money with it. 

First, subscribe to my YouTube channel because I put out a lot of videos about email marketing. I share cool ways to increase profits, increase open rates, and do all kinds of cool things with email marketing.

The Benefits of Email Marketing: Why Every Business Should Be Doing It

Before we get started, I want you to understand why email marketing is so important and why it’s not just an optional channel of marketing for your business. It is absolutely mandatory, and there are two reasons why…

1) Your Email List is Your Biggest Asset

If you run an online business, hopefully you’ve come to realize that your business is your audience. Your audience is pretty much your entire business online. You might have products and courses, but what really makes your business is the customers who are giving you money and your ability to access those people.

As marketers, we access our customers through Facebook ads, YouTube, Google, Instagram, etc. And the problem with all of these places is we don’t have ownership over them.

YouTube Example

For example, on my YouTube channel, I put out videos and the people that are watching are my subscribers. I’m getting a lot of views and all that good stuff, but I don’t actually own that audience.

YouTube is the one that controls that audience. They decide how many people watch my video. They could even decide to completely eliminate my channel, which happens all the time. Their guidelines even tell you so.

People wake up every day to emails like this.

They could also decide that they’re going to change their algorithm. Then, my channel, which currently gets close to 100K views a month, could suddenly drop to 500 views a month or even none.

You never know what is going to happen because you aren’t in charge of that audience. You don’t control that platform.

But email marketing is different because it is THE platform you control.

When someone gives you their email address, you now own that email address, and as long as they don’t unsubscribe or opt out, you are allowed to email and market to that person for the foreseeable future.

Your email list is something that you own. It’s an asset to your business. In fact, it’s one of the few assets an online business can actually have.

2) You Can Create Instant Sales With Email

Out of all the benefits of email marketing, I love this one the most.

Did you know that you can pretty much print money with email marketing? And you can do it instantaneously, which is unheard of elsewhere, especially without paying a ton in ad spend.

If your business is on the verge of crumbling and you need money within the next three days, or even if something is going on in your personal life and you need money fast, you can build an offer, send it to your email list, and you can have money flowing in within minutes.

It’s amazing when you see how it all works, and it makes it so worth it to have been building up an email list because you can literally type up an email, send it, and make thousands of dollars within a few minutes.

Email Marketing Tutorial: How to Do Email Marketing & Make Money

So, let’s dive in and look at how we do this. I’m going to map out how this email marketing process works.

Start With a Lead Magnet

It all starts with what’s called a lead magnet, which is something that we give away in exchange for an email address.

Typically, customers don’t just give you their email address and say, “Sure! Start email marketing to me.” The way it works is it’s an exchange.

Your customer or potential customer gives you their email address, and in exchange, you give them something that they want.

We’ve all been to websites where they tell us to put in an email address and they’ll send us something, right? They might send us a PDF, a free e-book, a free training, some templates, a case study, etc.

The reason people are offering these things for free is so that they can get our email address. And once they have our email addresses, they’re allowed to market to us unless we unsubscribe.

Popup Example

If you go to my blog, for example, I have an article about how to build an email list, and on that blog post, I’ve added a popup that looks like this:

email marketing tutorial popup example

You can do the same thing with YouTube by adding a link in the description of the video. This works across all platforms, whether it’s Facebook or whatever it is that you’re using.

You can do offer lead magnets with popups, opt in forms, or landing pages (anything that allows you to capture an email address). Here’s a landing page that I have for the same lead magnet:

How to do email marketing popup example

We’ll talk about where that email address goes next, but now you have access and the ability and the legal right to email that email address.

Choose an Email Autoresponder

So now that we have the email address, what happens next? The landing page or form is connected to an autoresponder, which is a software that manages your email marketing for you.

There’s a lot of things you might want to do with your email marketing, and the autoresponder software is what allows you to do it. For example, it will allow you to do the following:

  • See reports on how many people open the email or click a link in your email
  • Break down all of your email addresses into different groups based on what people are interested in
  • Schedule out emails in advance so that they are automated

My recommended autoresponder is called ActiveCampaign. Having used many autoresponders, I can promise you ActiveCampaign is THE best there is. You can learn more about why I love ActiveCampaign so much in my ActiveCampaign review.


<<Grab Your Free Trial of ActiveCampaign Here>>


Create Segmented Lists

The email address goes into the autoresponder and gets segmented into certain lists based on what you tell it to do. Looking back to my popup example, I’ve set up ActiveCampaign to put the people who opt in on that form into a list called Free Email Marketing Course.

That way, I know that those people are interested in email marketing. Then, in the future, I can send that list specific emails based on stuff that they are likely to be interested in (email marketing).


This email marketing tutorial wouldn’t be complete without explaining the reason why lists are so important. Your lists are what allow you to send people what they are genuinely interested in.

Amazon Example

If we look at Amazon, for example, they sell all kinds of things, right? If they offered a 10% discount code on strollers one day and they got 5000 people that all put in their email address in exchange for that coupon code, now they’ve got a list of 5000 people who they know are interested in baby stuff.

But the same day, Amazon might announce a new fishing pole and give out a coupon code out for that too. Can you see how these people are coming in from two different places?

Amazon wouldn’t want them to all go into one big list because then when they go to email that list, they don’t know if they’re talking to a fishermen or a mother.

Those niches are very, very different in terms of both the products they’ll want to promote to them and in how they’ll promote to them.

So that’s the reason we make lists. We want to break them down based on what we know about people.

I know that people who want my Email Marketing Secrets course are interested in email marketing, and when I do anything that is email marketing related in the future, I can email that list of people.

2 Different Ways to Email Your Lists

Next up in this email marketing tutorial: let’s talk about the really important stuff, which is the actual emailing.

So, you’ve got your lists. And hopefully in the beginning, you don’t over-complicate it and you just have one to two lists of people that you’ve managed to capture with your lead magnet.

There are two different ways that you can email them, and different autoresponders have different words for them, but basically there’s what’s called a one-time campaign or a broadcast email, and then there is an automated email.

Email Broadcast/One-Time Campaign

This one is pretty straight forward.

An email broadcast is where you sit down, type an email, and send it. You might schedule it to go out in the next day or so, but it isn’t automated.

You just create it and send it out. These emails are great for product launches, sales, and things like that.

Automated Emails/Sequences

Then, we have these wonderful things called automated emails or sequences.

We set these up in advance to go out over time automatically.

And if your autoresponder software is really amazing (like ActiveCampaign), you can have it automatically move contacts around and send them different things based on actions they take.

Visual Automatons in ActiveCampaign are why they are the best email marketing platform

The way this works is when someone puts in their email address, the software emails them instantly with what they’ve been promised.

Then it starts automatically emailing them once a day or once a week or whatever you have set up.

Maybe two days after they opted in, they’ll get an email talking about how awesome ActiveCampaign is and I’ll use my affiliate link for it. So, you can start to see how you can make money with this.

Personally, I love automation because it is such a hands off way of nurturing your contacts and helping them to get to know you and trust you.

And being able to personalize the experience for each of your contacts makes it that much more likely that you’ll be able to sell to them.

2 Different Types of Emails to Send

Next in this email marketing tutorial, let’s look at the two general types of emails you can send out: Sales and Value emails…

Sales Emails

Sales emails are the ones you send out specifically asking for a sale. You’re promoting your own products or services or affiliate products. Sprinkle these into your email sequences, but remember that you need more value emails than sales emails.

Value Emails

Value emails are what prepare your contacts for the sales emails you are going to send them. These emails help your contacts to get to know you so that they trust you and will want to buy from you.

It’s really important that someone trusts you before they buy from you, right?

Typically you aren’t going to buy something from someone if you don’t feel like you can trust that they are going to give you a good product.

So, you might send an email that’s just geared around building trust. That might be telling them a story about yourself or educating them on something.

Here are some different ways you can offer value in your emails:

  • Information/teaching emails
  • Relationship-building emails
  • Tell stories
  • Videos so they can see you
  • Free gifts

Here’s an example of a value email I’ve sent.


The best free training I’ve ever seen.


Hey there Faith,

There is a ton of free training on the internet.

Unfortunately it’s often extremely disorganized and hard to find a starting point.

So I spent the last few days pouring through the crap to find the absolute best free trainings on affiliate marketing.

They are all free to access and all incredibly well-done. 

Hope you find them helpful.


Anatomy of an Email

Emails are broken into three basic components with each one playing a role in the buyer journey. Let’s look at each one:

  1. Subject – The purpose of the subject line is to get your subscribers to open the email. This is where you want to pique their interest and make them curious.
  2. Content – With the first few lines of the email content, your goal should be to get them to mentally commit to reading the email. Then, the rest of the content should entice them to click the call-to-action.
  3. Call-to-Action – By the time they get here, they should be excited about buying what you are offering.

If you designed each of these components well, they will show up at the page you took them to in your call-to-action link and they’ll be excited about what that page is selling them. They’re reframed and mentally ready to buy what is on that sales page.

You can see that the example of the email above hits on each of these components in the buyer journey. And although that email isn’t selling anything, the purpose of each component is still the same.

Beyond This Email Marketing Tutorial: Your Next Steps

If you’re interested in learning more, click the links below to continue beyond this email marketing tutorial:

How to Build an Email List: 5 Pro Tips That Will Catapult Your Blog – Without an email list, you have no one to email market to! Use these pro tips to help you grow an email list quickly.

7 Tips for Writing Compelling Email Subject Lines – One could argue that subject lines are the most important part of an email because they are what get people to read your emails. Use these tips to write the best subject lines.

All About Open Rates (Link coming soon) – None of what we discussed in this email marketing tutorial matters if you can’t show up in your contacts’ inboxes. This article will help you avoid ending up in the spam or promotions folder.

Grab Your Free Email Marketing Course

Now, if you want to see me build out entire email campaigns and go over the technical side of all of this, sign up for this free course:

Email marketing course

<<Grab Your Free Email Marketing Secrets Course Here>>