From “Dead List” to $700k+ Revenue in Just 12 Months

I began working with a brick and mortar business in the UK.

They sell wood-fired hot tubs...

A “one sale” product with no backend offers in place to increase LTV post-purchase.

I was hired to rewrite the copy on their website, but after working together they were keen to continue our partnership.

When I first proposed an email strategy for them, they’d never sent a single email to their list…

And they had a modest sales target of 12 sales per month (at $4,250 AOV) across the company.

I started mailing their list of 1,200 subscribers, to pull in some extra sales ahead of Black Friday.

After a 4 week nurture period campaign, I sent our first offer to the list and generated sales of $93,559…

Securing 21 sales using the same “special offers” they’d run for years...

(And obliterated their monthly, company-wide sales target with email alone.)

The business has retained me to keep sending 12-15 emails per month…

And in the 2 years we worked together, email has generated over $1.9 million in sales for them.

With monthly sales in excess $212,000 in November 2022.

See, after looking into their data, I discovered the average buyer subscribes to the list 3 - 6 months before they buy.

This “incubation period” shifted my focus to nurturing the list…

Using personality-driven emails...

Attention-grabbing stories...

And subtle segues to engage readers.

This exposed subscribers to the benefits of the product and tackled objections, all whilst keeping them excited about reading my emails.

The focus on building trust means subscribers are excited to open and read the emails we send…

And that means when I take a “Direct Response” approach to emails, sales flood in consistently.

In fact, a single “we need to make space in our warehouse” email generated sales of $25,439. (Check it out here).

Today, the list pulls in five-figures in revenue through email every month…

Open rates hover around 50%...

Broadcast emails have a 2-4% CTR...

And launch emails see a 5-9% CTR.

The owner of the business has now semi-retired from working “in” the business, and spends most of his time by a pool in Alicante, Spain.

Before we stopped working together in 2024, I would regularly receive warnings to “slow down”, because the sales team couldn’t keep up with leads.