I Sent 5,000,000 Emails to My Viewers and Learned This
Six years, 5 million emails, and 19 blunt lessons on why a neglected list almost never backfires, why a four-line email can outsell a long pitch, and why email now earns four times what the channel that built it brings in.
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yesterday
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Listicle
educational
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Big Idea
The argument in one line.
A YouTube channel is rented attention that can be throttled or taken away overnight, so the real asset is a weekly email list, and it took three years of consistent, honest, unpolished writing before that list started outearning the channel itself.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A YouTube creator or course seller with an email list sitting unused because sending to it feels like it will trigger complaints.
Someone who already tried email a few times, gave up after one or two sends went nowhere, and assumed it doesn't work for their audience.
A creator who wants a repeatable weekly email habit without building a complex automated funnel first.
Anyone relying on a single platform for income who wants a plan for an audience channel that can't be taken away.
SKIP IF…
You already send a consistent weekly email with a healthy open rate; the cadence and list-hygiene lessons here will be familiar.
You're building a cold-outreach or paid-acquisition list rather than warming up an existing audience.
TL;DR
The full version, fast.
After six years and 5 million emails sent to a YouTube audience, the lessons boil down to this: a neglected list rarely backfires because the people on it still know you, and results compound slowly, the real payoff only showed up three years into weekly sending. Keep emails short, match length to how much time the reader actually has, and stop agonizing over subject lines once trust is established, since open rate becomes about reputation rather than headline tricks. A short four-line promotional email often outsells a long one, and the P.S. line quietly carries real weight. A lead magnet isn't required to start a list, but if used it needs to match the specific problem the paid offer solves, and a cluttered signup page kills conversions more reliably than any copy choice. Underneath all of it, email now earns roughly four times what the YouTube channel does, because a channel can disappear overnight and a list can't be taken away.
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Opens with the six-year, 5-million-email track record, then the story of finally emailing a neglected 2,000-person list and generating $7,000 in sales with zero complaints, because subscribers still recognized the sender from the content they'd been watching.
01:32 – 02:52
02 · Complaints mean it's working, and the payoff compounds
Explains why complaints about a missed email, not a sent one, are the real signal that the habit has worked, then sets the expectation that the real payoff doesn't show up until roughly three years of uninterrupted weekly sending.
02:52 – 03:58
03 · Never run out of what to write
The fix for writer's block is asking what happened in the past week rather than hunting for industry news or building a content calendar, since a short story about a personal problem tends to get the most replies.
03:58 – 06:07
04 · Match length to the reader, and let go of subject lines
Email length should track how much spare time the specific audience actually has rather than a universal rule, and once an audience trusts the sender, the subject line stops meaningfully moving open rate.
06:07 – 07:37
05 · Turn emails into videos, and keep the system simple
Drafting a section of a planned video as an email first can reveal which ideas are worth producing, and a full automated sequence isn't required before a single weekly send can start generating sales.
07:37 – 09:34
06 · Clean the list, and write wherever you are
A dropping open rate is often just unengaged subscribers piling up rather than declining content quality, and removing anyone who hasn't opened in six months typically lifts the rate back up; email drafting doesn't need a desk either.
09:34 – 11:32
07 · Keep promotional emails short, and use the P.S. line
A four-line promotional email naming the offer, the deadline, and the link can outsell long persuasive copy with a warm audience, and the P.S. line at the bottom of a value email is one of its most-read lines.
11:32 – 12:11
08 · Why email outlasts the platform that built it
A platform you don't own can change its rules, drop your views, or terminate your account without warning, which is why the email list ends up earning roughly four times what the YouTube channel does.
12:11 – 13:40
09 · Email as writing practice and market research
Writing a weekly email doubles as hook and storytelling practice that carries over into video scripts, and surveying the list directly for reader problems becomes a steady source of future video and product ideas.
13:40 – 15:45
10 · Grow a list without a lead magnet, if you use one at all
A list can grow from a plain sign-up invitation with no lead magnet, and when a lead magnet is used it has to solve the exact problem the paid offer solves, not a loosely related topic.
15:45 – 17:12
11 · Fix the signup page before blaming the offer
A signup page with just a headline and subheadline converts better than one packed with reasons to join, and the page has to promise the exact same thing the video promised or conversion tanks.
17:12 – 17:23
12 · Content quality decides whether anyone signs up at all
Closes on the idea that an underwhelming video undercuts every call-to-action and lead magnet, and that the biggest cost of neglecting email wasn't the backlash that never came, it was the growth that didn't happen sooner.
Atomic Insights
Lines worth screenshotting.
A list that's been neglected for years rarely produces complaints when emailed again, because the subscribers still recognize the sender from the content they already watch.
The real payoff of weekly email took three years to show up: a first promotional email to a stale 2,000-person list made $7,000, but a single email years later made over $100,000.
Skipping a weekly email for the first time in years produced complaints from readers asking where it was, proof the send had become part of their routine.
The reliable source of weekly email ideas is asking 'what happened to me this week,' not hunting for industry news or building a content calendar.
Thousand-word essay emails and four-line emails both work, but only when the length matches how much free time the specific audience actually has.
Once an audience trusts a sender, subject lines barely move open rate, a rushed headline produced the same open rate as a carefully crafted one.
Writing one section of a planned video as an email first, before filming it, led four out of five of those videos to outperform the channel's average.
A fully automated welcome sequence isn't necessary to start selling by email, years of a single weekly send built the skill and trust before any automation got built.
An open rate that drops to 40% is not automatically a sign of bad emails, it's often just unengaged subscribers accumulating, and removing anyone who hasn't opened in six months lifts the rate back up.
A four-line promotional email, 'here's the offer, here's when it ends, go get it,' funded an entire Rolex purchase in 14 hours, beating longer, more persuasive versions that came before it.
The P.S. line at the bottom of a value email is reportedly the most-read line in it, and pitching the offer there drives more consistent clicks than a dedicated sales email.
Email earns roughly four times more revenue than the YouTube channel that built the list, because a platform can throttle or terminate a channel overnight and an owned list can't be taken away.
Writing weekly emails doubles as hook and storytelling practice, which is why some readers say they can hear the sender's voice when they read the emails.
A list grown without any lead magnet, just a plain sign-up invitation, produced higher open rates, stronger engagement, and fewer spam complaints than later lead-magnet experiments.
A signup page with only a headline and subheadline converts better than one that tries to sell the value of joining, and matching the page's promise exactly to the video's call-to-action recovers lost signups.
Takeaway
Why Your Neglected List Is Still Worth Emailing
WHAT TO LEARN
The payoff from a neglected email list compounds over roughly three years of consistent, short, honest writing, and it ends up outearning the platform that built it in the first place.
01Email the list you've neglected
A list that's gone quiet for years is usually still safe to email, because the people on it recognize you from content they already watched.
The fear of backlash from an old list is almost always bigger than the actual risk, as long as you kept showing up somewhere else.
02Complaints mean it's working, and the payoff compounds
Getting complaints about a missed email, rather than a sent one, is a sign the habit has worked, not a sign to stop.
A useful email sent on the same day every week eventually becomes part of a reader's routine, not an interruption to it.
03Never run out of what to write
The fastest way to generate email ideas every week is asking what happened to you personally, not researching industry news.
A short story about a mistake or a problem you solved tends to get more replies than polished advice content.
04Match length to the reader, and let go of subject lines
Email length should match how much spare time the specific audience actually has, not a general rule about what performs best.
Once an audience trusts a sender, the subject line stops moving open rate much, so agonizing over headlines past that point wastes time.
05Turn emails into videos, and keep the system simple
Drafting a section of a planned video as an email first, before filming, can reveal which ideas are worth producing.
A full automated email sequence isn't a prerequisite for making sales, a single consistent weekly send builds the skill and trust first.
06Clean the list, and write wherever you are
An open rate drop is often just unengaged subscribers piling up, not a sign the content quality has slipped.
Removing subscribers who haven't opened an email in six months typically lifts the open rate back up immediately.
Email drafts don't require a desk; thinking through the content during an unrelated task and voice-typing it afterward is enough.
07Keep promotional emails short, and use the P.S. line
A short four-line promotional email, stating the offer, the deadline, and the link, can outperform long persuasive copy with a warm audience.
The P.S. line at the end of a value email is one of the most-read lines, so it's worth using to restate an offer.
08Why email outlasts the platform that built it
A platform you don't own can change its rules, drop your views, or terminate your account without warning, at any time.
An email list is the one audience channel immune to a platform's algorithm or policy changes, which is why it ends up the main business.
09Email as writing practice and market research
Writing a weekly email is also hook-writing and storytelling practice, and that practice shows up in how scripted or natural your videos sound.
Asking your list directly about their problems, through surveys or live Q&A, builds a reliable source of future video and product ideas.
10Grow a list without a lead magnet, if you use one at all
A list can grow from a plain sign-up invitation alone; a lead magnet isn't required and can actually attract freebie-seekers instead of real readers.
If you do build a lead magnet, it has to solve the exact problem your paid offer solves, not a related but separate topic.
Expect to test several lead magnet ideas before one clearly outperforms the rest, then concentrate your promotion on that one.
11Fix the signup page before blaming the offer
A signup page with just a headline and subheadline converts better than one packed with reasons to join.
A signup page has to promise the exact same thing the video promised; promoting several different things on the landing page tanks conversion.
12Content quality decides whether anyone signs up at all
If a video is underwhelming, no amount of calls-to-action or lead magnets will make viewers want more from the email list.
The biggest cost of neglecting email for years isn't the backlash that never came, it's the growth that didn't happen sooner.
Glossary
Terms worth knowing.
Open rate
The percentage of email recipients who open a given email, commonly used to judge whether an email list is still engaged.
Lead magnet
A free resource, such as a guide or training, offered in exchange for an email address to get someone to join a list.
P.S. line
The postscript line at the end of an email, often used to restate an offer or call to action because readers tend to read it even when they skim the rest.
Welcome sequence
A set of automated emails sent to new subscribers right after they join a list, often used to introduce the sender and pitch an offer.
List hygiene
The practice of removing unengaged subscribers from an email list to keep deliverability and open rates healthy.
Quotables
Lines you could clip.
00:55
“I was waiting for this hate mail and spam and complaints. But instead I got $7,000 in sales and no hate at all.”
concrete dollar result flips the fear-of-emailing premise instantly→ TikTok hook↗ Tweet quote
02:40
“Email is like most things. You start as a beginner. It's going to feel slow. But with practice and consistency, the results get bigger and bigger and bigger.”
resets expectations with a blunt timeline instead of hype→ IG reel cold open↗ Tweet quote
08:50
“Every Monday when I'm in the gym crushing the 4K bicep curls, I'm actually writing my email for the week in my head.”
“I just wrote an email as fast as I could. It was four lines long, I hit send and it paid for the whole thing in 14 hours.”
tight payoff after the Rolex setup, standalone punchline→ TikTok hook↗ Tweet quote
11:30
“Email is the only media platform you own 100%.”
short, quotable thesis line that works as a pull-quote→ newsletter pull-quote↗ Tweet quote
15:10
“Well, over the years, I must have made 30 of the bastards.”
self-deprecating, funny, memorable number about lead magnet attempts→ TikTok hook↗ Tweet quote
The Script
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analogystory
Over the last six years, I've sent more than 5 million emails to people who watched my YouTube videos and joined my email list. And it helped to double my business four years in a row. The thing is, I wish I'd taken it more seriously sooner.
So here are 19 lessons I learned along the way that will help you get started writing emails that warm your viewers up and turn them into buyers' fasters without ever coming across as a dirty, dirty, sleazy salesperson. Lesson number one, have you built an email list, neglected it, And now you are too worried to send any emails to them at all.
Well, that was me about five years ago. Everyone had told me I had to grow a list. So I put a sign up underneath my videos and I kept posting videos.
And over time, it grew to thousands of people. But I was always too scared to message them as I thought... Well, it would annoy them.
Then one day I built my first product and I realized I needed a way to sell it very fast. So I looked at my neglected list of 2 ,000 people and I decided, you know what? I'm just going to send them a promo.
I was terrified about what's about to happen. And I was waiting for this hate mail and spam and complaints. But instead I got $7 ,000 in sales and no hate at all.
And when I thought about why nobody actually complained, I realized that everyone on my list was still watching my channel. I wasn't a random man emailing cold strangers. I was the person they had been tuning into every week, letting them know I had something they might like for offer.
So if you're worried about sending emails to your viewers in case there is a backlash or because you've neglected your list, as long as you've been posting content somewhere else, it's very likely they actually want to hear more from you. So just give them what they want. and email that neglected list.
Lesson number two. So if you are still worried that sending emails to your viewers will get you complaints, that's fair. Because after I realized how powerful email was for growing my business, I took it far more seriously.
And I started emailing my list every single Monday for years. Just simple little things, lessons I learned, stories, strategies that popped up along the way. And then one week I didn't send an email to my list and I got complaints.
People said, Ed, where is my email? I usually read it drinking my coffee. The reality of this is if you do email right, when you send one genuinely useful thing every week for long enough, people build it into their habit and their weekly.
routine and they see it in their inbox and they think, oh good, I'll read that with my coffee. So don't worry about complaints, you'll get them when you do it right. Lesson number three.
So most people give up on emailing their viewers after sending one or two and seeing nothing happen and it means they miss out on a lot of income. Awful. Internet gurus like me sharing stories about how they made $7 ,000 from a neglected list and it sounds like it's going to work instantly.
That's not how it's going to work every time. Well, or most of the time. The real payoff for myself actually came three years in after sending emails to my viewers every single Monday without stopping.
My writing got better. I understood what resonated with my audience. And then that compounded until I could send a single email and make over $100 ,000 in sales from it.
Email is like most things. You start as a beginner. It's going to feel slow.
But with practice and consistency, the results get bigger and bigger and bigger. So set a three -year goal here and don't judge it on the first few months. And I promise you, you're not going to regret it.
When I asked my clients what was stopping them from sending more emails, they nearly all said the same thing. Coming up with ideas to write about each week, which made sense. I used to get very stuck for ideas too.
So I tried all kinds of email styles. I tested out sending news, updates in the space, lists of great YouTube titles my viewers could use too, and different strategies. But one week I got really stuck for ideas.
So I just looked at my past week and asked what happened to me that they might relate to. And I just... sent a story about a problem I had that week that I had solved, and I got a ton of replies saying how much Reezers loved it.
Firstly, because they had that problem too. And secondly, because they really appreciated my honesty that I was actually struggling with something. Over time, the same thing happened.
If I really wanted to get replies from my emails saying how useful they were, I'd just send a short story about a mistake I'd made or a client's mistake or something I'd learned that week. And it meant coming up with ideas was easy because all you do is ask what happened this week. And unless you live in a cardboard box and have no windows and don't talk to anyone at all, like poor old Derek here, it's very unlikely that...
You'll always have ideas. Lesson number five. So how long should the emails you send to your YouTube viewers be?
Well, I have tried every single length of email that you can possibly think of. Thousands of words in essays, four line emails, 300 line emails. But after tracking clicks and opens and replies, what I realized was this.
Think about how you yourself read emails. You're probably sitting there at a computer or on your phone and you're doing something and then you go to your email in between important tasks with another purpose in mind. other than reading a newsletter.
So if you see an email that sounds interesting and you open it and it's 3 ,000 word long, you probably won't read it because you are not going to your email with an hour spare and you don't have the time. Dan Coe, he had a really long email and it did amazing for him, but he kept doing it because that's what his readers wanted.
And Justin Walsh, he's got a pretty long email and his audience love him for it. But homosies are short, really short. because he's targeting people who work a lot and they're very time poor so what you need to do when it comes to length is think about your audience how much time they actually have to devoting to reading and then base your email's length around that if you can quickly give someone one useful lesson that inspires them or you just give them a light bulb moment or somehow make them think differently in just a minute it will get people opening your emails every week but how long is your email is one of those annoying questions that doesn't have a set answer you just have to think about what your audience would want to read lesson number six is try to come up with email subject lines stopping you sending emails to your YouTube viewers.
Well I used to agonize over trying to come up with the perfect email subject line to hook people and get them opening my emails until one day I was in a complete rush so I just slapped up a quick headline and I sent my email and then a week later I checked my open rates and it was exactly the same as all my other emails.
At that point I realized that after months of sending value to my email list people stop basing if they're going to open your email based on the subject line and they just open it because they trust that it will be of value. Now my open rate is nearly always the same no matter what I write.
So unless you've got a million people on your email list obsessing over a subject line to create a 2 % larger open rate. isn't worth the effort. Because the real reason I believe people open emails eventually is the quality that they know is inside.
Lesson number seven. It is very easy to convince yourself you're too busy to write emails to send to your YouTube viewers, but it can actually speed up your video creation and save you time. And for years, I wasted a lot of time because every email I wrote was a unique piece of content.
But one day I decided to just start emailing my viewers my newest video. Well, just a little bit of it. So what I did was I'd look at my list of video ideas and I'd pick a section of one of them and write it.
as an email, then I'd send it to my list. If it got a good response, I'd turn it into a video. First, I was kind of worried that people might see the video that was originally an email on my channel and click off, but the first four out of five times I did this, the videos that started as emails performed above average for my channel.
So if you want to save time, write an email, then make it a video. Lesson number eight. Everyone online will tell you that you need an automated email sequence that sells to your viewers when they sign up to your list.
I made millions from emails without one. In fact, for many people, I don't think they should use this method when they are new. Because when I first started getting into email, it felt like I had to build this huge giant system and write 20 emails in the hope that people would buy my thing from a freebie.
And it was overwhelming. It meant I didn't actually build the thing in the first place and I just put everything off as too hard. So instead, what I decided to do was just ignore that advice and just send one email every week on a Monday to my list.
Now, over this time, I practiced writing and storytelling and trying to understand my audience and building my own confidence writing. And then once I was getting replies to my emails and seeing strong results and could trust that it actually works to generate sales, I then started to build more complex automated email sequences.
So just start simple, practice, and then when you're getting better at writing and seeing strong results, then build the complex automated email system. Lesson number nine. You might be thinking, if you send an email, To your YouTube viewers, what is a good percentage amount of people that open it, known as an open rate?
Mine were about 50 % every week for a very long time, and one day I noticed them dropping and dropping and dropping, and they went down to 40%, which made me worry that I was doing something wrong. But I then checked how many people had not opened a single email in six months, and there were over 1 ,000 of them. So I removed them from my list, and the next email's open rate started to increase.
back up again. So firstly, your email open rate will always drop as your list of readers who quit the topic or just outgrow your advice increases. So remove unengaged people from your list.
You're basically paying for them to be there. And for me, if they don't open for six months, well, I don't want to pay for them to be there. They probably won't open again.
That will keep your list clean and it will help you avoid the spam and it will make you have a true open rate. Now, if your open rates drop below 40%, that's when I start to ask myself, am I sending enough value to the list so that they want to open my emails?
If you are rushing and you're not putting much time into the emails, low open rates are telling you that your readers notice this. Lesson number 10. So if you're putting off sending emails to your list because you just don't have time, here's how I've sent over 700 pages of emails to my email list and over 5 million emails.
So every Monday when I'm in the gym crushing the 4K bicep curls, I'm actually writing my email for the week in my head. I'm thinking about what I could talk about, what stories I could tell. What would be a useful thing for people to learn about?
And then when I'm exhausted in the gym for my six sit -ups, I just voice type what I've been thinking about into my computer, and then I slap that into AI. It tidies it up for me, and then I edit that into an email. The whole thing can be done in 30 minutes.
Content creation doesn't have to happen at a desk. It can happen in a car. It can happen at the gym.
It can happen at a walk. It can happen during your rumpy pumpy. Although I wouldn't let them know you're thinking about writing emails whilst you're doing the rumpy pumpy.
Listen number 11. When it came to writing promotional emails to my YouTube viewers, I used to waste hours worrying one word might put me - people off and wreck my whole campaign.
So I'd try and come up with fancy promotion and I'd try to explain every single benefit of my offer. But a few years ago, I wanted to get my dad his dream Rolex for Christmas and I thought, man, that's an expensive watch. So I thought, I wonder if I can send an email to try and fund the little bit of it.
So I just wrote an email as fast as I could. It was four lines long, I hit send and it paid for the whole thing in 14 hours. After that, anytime I wanted to write an email that converted, I just wrote a boring four line one that simply said, here's the offer, here's...
when it ends, go get it. This works when you have a warm audience who are ready to buy, who might already have been considering your offer. You don't have to explain every single detail and write a beast to them.
If anything, it's a good service to just keep it short. Lesson number 12. So if you hate selling to your YouTube viewers, you don't have to.
And for years, all I've really done is this. I send them one email full of value every week. And at the bottom, I write, PS, I love you.
No, I'm kidding. But do you remember that film? Classic.
Anyway, the PS line at the end just pitches my offer or one of my offers every single time. It tries to relate what they've just read to the service I sell. So if the email is about time saving, I say, PS, if you really want to build an entire YouTube growth system that will help you write, plan and produce content in minutes rather than hours, click the link to save a load of time and learn more.
Now, you won't see this blow up your business every time you send an email, but it does drive more consistent traffic to your sales page. A little birdie once told me that the PS line is the most read line of an email. And although that made me wonder, well, how the heck did anyone talk to a bird?
And then how did anyone even track that? I did think about my own behavior and realized I do actually skip for the PS line quite a lot too. Lesson number 13.
It really worries me when I speak to business and they say they make all of their sales by just posting YouTube videos. YouTube is changing so much right now. Views drop off a cliff in some niches.
Then YouTube will suddenly randomly decide to change how they measure views. They are banning and taking down so many channels without warning. They have changed.
the rules in many niches like poker and the health space and what that means is your business can vanish in an instant and if you don't have an email list you are screwed because how will you promote with no channel email is the only media platform you own 100 but not only that i make about four times more money from my email than my youtube channel because it's the fastest and easiest way to send promotion or open a wait list or to announce that you have a space open up to work with a client right now so lesson number 13 is email isn't just a nice to have, it should be your business.
The other platforms are what you use to top it up because it's the safest and most profitable way. Lesson number 14. So if you are struggling to get traction on YouTube, email can be a way to end that.
Now I'm not talking about emailing videos to your list. That is not a great idea. What this is actually about is this.
Every time I wrote an email to my list, I've not written an email. What I've been doing is practicing hooks, storytelling, simplifying complex ideas down to 300 words to try and give people a like. bulb moment.
I'm practicing all of the skills that make great videos. And basically I've written all of my emails for years as if they're YouTube scripts. And that has helped me practice writing in a way that makes sure I don't sound scripted in my actual videos so much that eventually people have told me they read my emails and they can hear my voice in their head.
So if you want to get better at writing written content that sounds like you, email is the perfect practice ground. Lesson number 15. So one reason people don't get traction on YouTube or with their business is because they don't understand what their potential buyers actually care about watching or buying.
But email can solve this because the people who join your list are usually the people who want to hear more from you. It's their choice. You didn't put a gun to their head and say, join my email list.
So what I've always done is ask my readers about their problems. I send them surveys to fill out to ask them to apply to my live stream and then they can ask questions on it. And then this gives me a massive database of the big problems and questions they want answered.
Meaning I can then come up with video ideas. and product ideas that solve them. So your list allows you to do market research that can grow your business and your channel too.
And without this information, it is a lot harder to get results in terms of views and sales. Lesson number 16, that everyone tells you the best way to grow an email list is with a lead magnet. But I grew my email list to 10 ,000 people without one.
And I think it turned more of my readers into buyers too. Because a lead magnet is basically where you make something that is free and then you tell people to sign up for it in exchange they give you your email. The problem with this is that it can build a list of people who just wanted a freebie.
They didn't actually want to hear more from you in the first place. But also if you spend ages building a lead magnet all at once you waste a lot of time. So when I started with email marketing, I didn't do an email magnet or any of these things.
I just said, email me and I'll send you more value every week. And I posted that on my community wall and below videos and left simple signup page. I also gave people the opportunity to reply to be reviewed on my channel and ask questions on live stream if they join my email list.
And that's all they needed. And as a result, people signed up and my open rates were always high. My engagement was strong.
My spam complaints were low and sales worked. The moment I started bringing in lead magnets was the moment I saw my list quality fall. Lesson number 17, now.
I know I just pooped all over lead magnets, but if you want to grow your email list... Having a lead magnet definitely speeds up signups, but it won't grow your business unless you produce something that is in line with the problem your offer solves and is actually very useful. For example, if your offer helps people build Airbnb businesses, your lead magnet shouldn't be a tax calculation PDF.
It should be an in -depth training on how to work with cleaners to ensure you don't pay them too much and they always have your Airbnbs ready. It needs to become a natural extension of your service so people watch it or use it, get value from it, and then it naturally leads them to the thing that you sell.
But how do you come up with a lead magnet? Well, over the years, I must have made 30 of the bastards. which was intentional.
Eventually, what happened was by doing this, I started to see the most successful lead magnet and then I point all my videos and links at that one instead. I didn't just get it right straight away. What that means is you shouldn't be spending months working on lead magnet because it might not work.
You want to test and then refine and improve the one that works. Lesson number 18. A lot of people struggle to grow their email list from YouTube because when people do land on their email signup page, they bounce and never join.
And there's a few big reasons that this can happen. Firstly, signup page has too much information.
So I have split tested this multiple times. If my email signup page has a ton of information trying to sell the value of joining, no one ever joins. If it's just a headline and sub headline, people always jump in.
So simplify your email signup form. The second reason is because the signup page is not clearly promoting that exact thing, people don't join.
So to give you an example, I recently tested this. In my videos now below, I say join my free platform to get access to a masterclass. They then click on the page and it's promoting four different things, meaning the conversion has absolutely tanked.
So if you want to increase email signups from below a YouTube video, make sure the page they land on is promising the exact same thing you promised in the video and your conversions will increase. Lesson number 19. So the reason people watching your YouTube videos won't sign up to your email list, often isn't because of the way you asked them to sign up or the freebie lead magnet you promoted.
It can be the quality of your content. So think about it like this. If your videos are kind of underwhelming and you've listened to the advice online where you can just knock one up in an hour and say what you want and your YouTube growth will magically happen, people are going to look at it and go, this is kind of lame, and they're not going to want more from you.
Why would they actively want to join your email list if they're not impressed by the content you're putting on your channel? So if nobody's joining your list and you're using calls to action and you've got a lead magnet and it's just not happening, you might want to examine your... video quality first.
Lesson 20. One of the biggest mistakes I made was knowing that email was really important and neglecting it. Although it worked out okay for me in the end, I just wish I'd started sooner as it would have just grown my business so much faster.
And all of the bad things I thought were going to happen, like people getting upset or trolling me or saying all I do is sell to them, they never happen. So if you're worried about starting email, this is your sign. Get going.
The Hook
The bait, then the rug-pull.
Six years and 5 million emails turned a neglected sign-up list into a channel that now earns roughly four times what the videos themselves bring in, and it happened one honest, unscripted weekly email at a time.
CTA Breakdown
How they asked for the click.
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
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A live channel-and-offer teardown where Ed Lawrence puts five creators' YouTube channels and sales pages through the same pipe, and finds the same blockage each time.
Ed Lawrence breaks down why one YouTube channel hits a ceiling once you niche down for sales, and the four ways founders are running a second channel to get past it.
A YouTube keyboard teacher spent three years too scared to launch her program. Nine steps later, the smallest waitlist her strategist had ever launched with sold out anyway.
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