The ULTIMATE Email Marketing Tutorial: Complete Guide

Key Takeaways

Hey guys, it's Charlie. So, I have a quick question. If Instagram, Facebook, YouTube, Tik Tok all vanished tomorrow, how would you reach your customers? The answer is email. That's the only platform you actually own yourself. Now, today's video is going to be my complete email marketing blueprint, and I'm going to show you exactly how to do emails the right way, start to finish. And by the end of the video, you'll know everything you need to know about email marketing. I'm an entrepreneur that has multiple businesses. We do millions of dollars per year, and email marketing is an essential part of our business. I'm going to cover everything that I wish I knew when I first started. Things like how to build a list legally and fast. How to write emails that actually get opened and clicked on. And three, the automations and emails that you need to have in order to actually sell your product or service. Now, the platform that I'm going to be showing you guys today is Omnis. It's what I use. It's my favorite beginnerfriendly platform. And if you want to try Omnis for free, I'll have a link down below. You also get 30% off any of their paid plans. Yeah, the most important thing you guys is follow along and actually want to learn emails. Watch this video, take some notes, and then take action. That is the most important part. You'll retain everything much, much better if you actually do it while we talk about it. So, that's what I really encourage you to do. Okay, let's talk about why email still wins in 2025 and beyond. So, just under 5 billion people worldwide use their email account regularly. It's also the only platform that you actually own, right? All these other platforms, you know, something could happen to them and you would lose everything. with your email list. It's literally just a list of emails. And there's data to show that for every dollar spent on emails, on average, you get $68 back. So, the ROI is completely there. It's just sort of like a boring marketing tool that's been done for a long time. But there really is a reason why email still is king. It's the highest ROI channel year after year for good reason. And like I said earlier, unlike social media, you actually own the list. It cannot be taken from you. So, now we're going to start the video. I'm going to go through all these different steps. And the first step is to actually just sign up for an email marketing platform. So for me, I recommend Omnisend. So that's what I'm going to be showing you guys today. If you guys click on the link down below, it's going to take you to this exact landing page. And from here, you'll get the best deal on Omnisense. So I definitely recommend, you know, saving yourself some money. You can also see their paid plans right here. It's going to depend based on how many people are on your list. So as you change list, the pricing is going to change. And they have two different plans, the pro as well as the standard plan. If you're just starting out, I just recommend getting the standard plan. it's a lot cheaper. But if you're a high volume sender, like you do emails already, you already have a big list, then the pro plan is going to make more sense. So just click on start now. And the whole sign up process is really simple. I'm not going to take you through it. Instead, we're going to jump straight into what the dashboard looks like. All right. So this is the dashboard of Omnis. Here is the main dashboard where you can basically see the performance of your emails and campaigns. You can see your audience growth. This is a demo account, so there's no info in here, but once you start using the platform, there's going to be a lot of really useful information here. On the left, we have our campaigns, our automations, our forms, and our audience, and of course, our reports. So, I'll take you guys through each of these later on this video, but the main part is you get your account started. You want to go to store settings, fill out your store information right here. I do encourage you to use the brand assets. So, definitely upload your logos and colors and things like that. Now, you want to set up your email and SMS. So for email, you need to set up your sender domain. That's basically where your emails are sent from. So what you'll want to do is come here to add sender domain. Enter in the domain that you already have and then go through that verification process. It's very, very simple. This is going to allow you to send emails from your custom domain. Right? This is definitely something that you want to do. You'll also want to set up your SMS. So what I recommend doing is generating a US phone number and then verifying that. This is going to ensure that your texts actually send. There's a bunch of other settings that you guys can play around with. So, I just recommend going through this. But the next important part of this video is talking about how you can actually build your list. I think a lot of tutorials, they sort of just skim over this. I want to dive a little bit into this because it's probably the hardest part with email. And so, yeah, it's getting harder and harder to get people to give their emails to you, but with some smart strategies, it's actually quite easy. So, the main thing for me is, and this is like a general concept, you need to give your audience a big reason for them to actually give you your email. If you can give them a great reason, you will get emails guaranteed. So, this can be something of value that they get in exchange, that is probably the most important thing. This can be a discount. This could be, you know, heads up when something launches. This could be a lead genen magnet. So, maybe a PDF or a template or something that they get for free. This gives them actual incentive. And this is going to be extremely extremely important. So, think about what that freebie is that you want to actually be able to give your audience and work that into the wording when you actually ask for people's emails. Social media is also a huge part of collecting more and more emails, right? If you have a social media page that's doing really well, bringing in hundreds of thousands of views, you will get traffic and you will get people to sign up for your email list. It's basically just inevitable, right? And so what I recommend every business does in order to build that list is to get on social media and really make great content. This could be a video on its own, right? But I really want to emphasize this in this video because being able to make great content pays such big dividends on everything else in your business, especially your email list. Follow the trends, make great content that you yourself want to watch. And also be omniresent. You want to be present on Tik Tok, on Instagram reels, on YouTube, on YouTube shorts, wherever you can create and post content, I would do it. And yes, this does cost money, but it is money well spent. Almost every big brand out there that does content well succeeds. And it really comes down to traffic, right? If you can get more traffic to see your content, build trust with your audience and actually give them some value, which could be entertainment, it could be information about whatever it is that you're selling, that builds a lot of trust, and that also increases the likelihood of them actually going to your website, going to your form, and actually filling it out with their email. You or your social media person should be scrolling TikTok at least for 30 minutes per day, compiling different trends, audios to use, and then using that information to build your own content. Now, when it comes to the actual form you use on your website, there are a lot of different things you can use, but let me show you guys how to use Omnisend to create a really great discount wheel pop-up. When you gamify the whole process of collecting an email, it actually results in a lot more signups. So, yeah, if you come here to forms, you can see the Wheel of Fortune form is a really great way to collect subscribers. You can either click on it here or you can click on create form and find it there. Let's just click on it right here and I'll show you how it works. So, this is essentially going to be a popup. And of course, we can change when it pops up, you know, the visibility, all that stuff. As of right now, we have it set at opening 6 seconds after they open the page. But we can change that. We can change if it opens every single time, how long the wait is. We can also have it pop up on exit intent. So, if they actually go to click out of the page, this can pop up. Really cool features all built into Omnisen, but I'm just going to leave it as is. The time on page one seems to work quite well. If we click on this, we can change all the different slices. So, as of right now, there are 10 different slices on this Wheel of Fortune. We're obviously going to change the name of each one. For example, this one gets 3% off. That may or may not work for your business. It really depends. But just go through this, play around with all these different slices, change up the probabilities. For example, if I want to actually have fewer options, we can change it to just five slices and just customize this so it makes sense for your business. We can also change the layout of it. We can change the color and we can also change the text that shows up right here. But for most of these templates, you guys, Omniscent has already built it to look super professional. So, I don't recommend really changing anything. If you do too many changes, it's just not going to look right. It's not going to look polished. So, I that's why I don't recommend doing that. Once you're done with this form, you're going to click enable form. Okay. So, there are some issues I need to fix. I didn't put the discount code for slice 135. And the probabilities don't add up to 100%. So, let's go ahead and do that. Demo one. We'll click check again. Let's have this one be demo two. Okay, this one, let's do demo three. And then I think we need to make sure the probabilities add up to 100%. So we have 20 20. So let's just make this one 60%. And that should add to 100. You can see that for these losing slices, we have it set to never land on that, which makes sense. We don't want them to like actually lose. And cool. Now we're good. We can click enable form. And now this form is live. We can also AB test this. So that's a really cool feature with Omnisend. But yeah, that's one of the forms I recommend trying to use. You can also go a bit more simple, right? If you click on create form, we'll click on this one. Our goal is to collect subscribers. And you can use any of these other ones here. So just go through these templates, see which ones you like. For example, I like this colorway right here. That's pretty cool. You also don't need to have a wheel of fortune. You can just simply collect. And they also have a lot of multi-step email collection forms that you can use. So yeah, tons and tons of possibilities. I'm not going to go through all these cuz it' take way too long, but just know that if you want to do something, you can definitely do it in Omniscent. There are basically infinite forms that you can choose from. And of course, you're going to connect your Omniscent account to your store. So, either through Shopify or Woo Commerce or whatever you use or directly to your website. And from there, you'll actually be able to publish these forms. So, again, to summarize this point, right, you want to have some type of form to collect emails. The data shows that pop-ups actually convert about 3 to 8% of visitors, which is a lot higher than just having like a static form on the page. So, I do recommend having some type of pop-up. And if you can add some type of value, so either a discount, a checklist, a quiz, some type of lead magnet that they get in exchange for submitting their email. Besides a form, you can also create a lead magnet landing page. So, if we come back here to forms, we'll go click on landing page. And we can use any of these to actually create a full like website landing page that we can send people to. For example, this one. This is a multi-step email and SMS capture form. We can easily customize it using the editor. Go to step two. We will customize the SMS collection. And yeah, after that you just click on enable form and you're good to go. So before we talk about the other ways you can use omnisend. So for example, building out email campaigns and building out automations, I want to talk about how you can actually write better emails, right? Like this is a fundamental skill that I think everyone should learn and that is copywriting. There is a more specific subset for email copywriting which is you know different than websites or landing page copywriting. And if you get really good at writing great emails it's going to pay huge dividends in your business. So the formula that most people use is the PACR formula. It stands for pain amplify credibility resolve. So pain basically means you're calling out some type of problem right? It's very important for you to actually, you know, have the problem out there and show them what it is. Amplify is the stakes, right? If you don't do this, then this might happen. Really amplify why it's so important for them to take action or whatever. Credibility means why should they actually trust you. Today, I'd say that we were in an environment where most people don't trust one another. So, that's why it's really important for you to give some background on why they should actually trust you. This could be introducing yourself, introducing your company, filling out some statistics, whatever it is. and then R resolve. That is the call to action, right? It's very important for you to have a call to action within your email. Let's also talk about the subject line. I recommend practicing this. You know, you can even use chat GPT to practice your email writing. Give its advice on what you should change. So, write out an email that you might want to send. Put it into ChatGpt. Ask it to actually give you advice on how you can make it better. And yeah, guys, it's just all about repetition, right? The first 5, 10, 20 emails you write are not going to be that good. Trust me. But if you do it over and over again, you're going to get to a point where you can easily write a great email. You'll know exactly what to say, how to structure it, what wording to use, and that is going to hugely influence the success of your email marketing. Now, let's go down the list of all the different components of a successful email. So, first you have your subject line, right? This is basically what gets the person to open the email and click on it. This should be between 40 to 55 characters. It should have one clear benefit and really incite their curiosity. So this could be something like double your leads in 7 days and then free template. If I see something like that, I'm like, okay, I want to double my leads and I want that free template. The preheader text is going to be that second hook that they see in their inbox. And in this one, you basically want to expand the promise or add some type of urgency. So an example could be something like get the same template we used to land 28 calls last week. The next part is the opening line. So, this is what pulls the reader in and gets them to stay. What you guys can do is actually personalize this with your name or something that has to do with the niche and basically acknowledge their pain or desire. So, it could be something like, "Hey, Charlie," or their name. Ever feel like your ad budget is disappearing into thin air? Next, you actually have the copy in the body of the email. And this is basically where you build trust and educate. This is the value part of the email. Like I mentioned, the PACR formula, you can use that to basically write this and just practice a lot. Of course, you have your call to action block where you basically drive action. And what you want to do is you want to have one primary call to action per email. So it could be something like click to download the playbook or yeah, something like that. Now, in terms of the images you want to have throughout your email, I'd say you want to use one hero image max and don't just put any random stock photo. Have something that actually gives some value. It also can help break the email up so it's not just like a bunch of text. And guys, I want to mention like every type of business is going to have a different type of optimal email style. So depending on what type of business you have, it's going to probably look a little bit different. There are going to be some tweaks you have to make. And something that I do in a lot of my emails, and I recommend you guys do it, too, is have a PS line. So this is really going to catch the people that sort of just skim your email because everyone reads the PS line. That's basically, you know, when you say thanks for reading or whatever, your name or your company name and then at the end of that you say PS blank. Right here, you can restate your offer or add some urgency. And guys, trust me, this catches a lot of people. So, you definitely want to have a PS line. Don't do it in every single email, but do it in a good amount of them. Some other big guidelines I want to give you for writing your email is each email should have one goal. And essentially, you want to cut out anything that doesn't drive that one single goal. Any email that has multiple goals, multiple call to actions is going to be ineffective. So yeah, just really keep it simple, right? Before you send out your email, you also want to do the read aloud test. So you want to read it out loud and if it sounds kind of stiff, then you want to rewrite it in a way that actually sounds like you are talking to a friend. The conversational emails are the best ones. I also recommend bolding some key phrases within your email because a lot of people, they just scan the email. They don't actually read everything. And so if you want someone to see something, you'll want to make it bold. It also makes the whole email look a little bit more interesting. Also, make sure you actually preview the email on mobile because over 70% of emails are read and opened on a phone. So don't just make sure it looks good on a computer. Make sure it looks good on a mobile device. If you can also segment your email list, this allows you to send even more specific or niche emails, which could definitely increase conversion rates. Also, if you can personalize, that's great. So, if you do collect, say, their first name or their full name, you can simply drop that into the email and just make it seem a little bit more personable. Okay. So, now I'm going to show you guys how to set up some email automations. And in particular, we'll focus on the email welcome series. This is something that, you know, everyone's going to have. It's essentially an email campaign that is sent out when someone inputs their email. And it's usually between three to five different emails sent out over X days. So, if you come here to automation, what we'll do is come here to create workflow. And as you can see, there are tons and tons of automation workflows with an omnisend. We can sort through here. And so for this particular one, we want to do a welcome series. So I'll click on this one right here. It's going to filter out. And we have a few different like builtin templates. These are ones that we can start using pretty much right away with some tweaks or you can create from scratch. But for most of you watching this video, I just recommend using one of the templates. So as you can see, there is a welcome series with three emails. There's also another welcome series with one email and one text for this one. Let's go and click on this one right here for three emails. So, this is basically the builder and this is how we're going to edit this whole sequence here. We'll see what the trigger is. So, the trigger for this one is we have their email. They uh use the sign up form and they are subscribed. So, this is a delay. So, if we click on this, we can change how long we want this delay to be. 1 minute seems to be a pretty good delay for these welcome series. And then we can come here. This is where we're going to edit the email. So, you can even use AI to help you create subject lines and preheaders. Pretty cool functionality that will save you some time. You'll change your sender's name right here. We'll click on edit content. This is going to take us to the email builder. I do recommend having your emails about 600 pixels wide, and that is standard here with Omnisend. So, you'll want to make sure your logo is in the email. You can change up any of this text. Super super easy to do. Text demo, right? Change this. Enter your discount code. And once you're done here, we'll click on finish editing. And now this first email is done. We'll scroll down here. We'll wait for 1 day, but of course you can customize this if you want. Then we'll send a second email saying there's this discount waiting for you. We'll wait 4 days and then we'll send the last one. So basically a final reminder. So as you can see, this templated welcome series takes place over about 5 days. And once you activate this, it's really cool. It's going to automatically run every single time someone subscribes to your email list. And I definitely definitely recommend having something like this. If someone puts in their email and then they just don't hear from you for days or weeks, they're going to completely forget. It's also going to hurt your deliverability cuz when they do see that first email, they're going to be like, "What the heck is this?" And they'll maybe unsubscribe or something like that. So yeah, definitely recommend having this. Yeah, if you have a welcome series like this, it's going to have likely like a 45% open rate and it's the highest open rate that you'll probably ever get for your email list. That's why the sequence is so important to have. of course, customize it depending on what type of emails you want to send out in your email sequence. This is going to depend entirely on your type of business or service, but definitely just make sure you have it. So, now I'm going to show you guys how to make an email campaign. So, we'll come here to campaigns, and what we'll do is we'll click on create campaign here, and we'll be able to choose our campaign type, right? So, you can do an email campaign. You can do an email campaign with an AB test, which is pretty cool. SMS campaign, so sending out texts to your customers, or you can even do a push notification, but that's probably not going to be most of you guys. So, for now, let's click on email campaign just to keep it simple. We'll click on create email. So, first we'll be able to enter in our subject line, the sender's name. So, let's go ahead and do that. We can use the AI, of course, to create this. I'm just going to put in some random stuff right now because I just want to save some time. This is your campaign name. This is internal use only test one. And now we'll click on choose email template. So in terms of the design for your email, there are tons of templates that are pre-esigned by professionals within this platform. I would just recommend scrolling through them, seeing what resonates with your brand or your service. And so for example, let's just click on this one right here. We can preview it to see what it looks like. And just for the sake of this demonstration, let's just go with this one to keep it simple. We'll click on use template. And now we'll be able to easily use the editor to change all the text. I don't recommend again changing too much. Definitely don't change the fonts unless you change it for all of them. We can remove an image, right? Replace this image with something else. You can change where it links to. So obviously to the product image. Same thing with this button right here. This should link to the product page for sure. If you want to change the color of the background, we can easily do that by just clicking here, changing the color. So we can go ahead and choose something like this. As you can see, this is like a oneoff email campaign. And once you're happy with this, what I recommend doing is previewing it, test it, send it to your phone, make sure it looks okay on mobile. And then what we're going to do is come here to save and choose recipients. You're going to choose what subscribers you're sending to. You can exclude segments. You can send to certain segments if you have a segmented audience. You'll click on review campaign. And then once all this is good, you'll click on send now. So yeah, usually what companies will do is they'll have a bunch of automations set. So these are basically series of emails that are automatically triggered and sent out. And then if they have one-off sales or they want to, you know, have a weekly email go out, they'll come here to campaigns and create those one by one. When you combine these two like this, it's really the perfect email campaign strategy. I do want to mention cuz this is very important under automations. If we go to create workflow again, right? Like these workflows are not just for welcome emails. And there are other types of these automations that you should definitely have. So for example, if you have an e-commerce business, you should for sure have cart abandonment. This is basically a series of emails that are sent out if someone puts an item in their cart and then doesn't end up checking out. This can actually convert a significant portion of your audience. So I definitely recommend having, you know, email workflows like this go out. If we click on this one, I'll just show you really quickly. This one triggers if they start their checkout, but they don't actually check out for 1 hour. It's going to send them this email. It's going to wait 11 hours. It's going to send another email, wait 12 hours, and then send a third final email. As you can see in the template, they have a like final 15% off thing. That's not in the first two emails, but they try to really, you know, give them that final push in that third email. If we want to add an SMS in this one, we can easily drop this right here. So this text would go at the same time as this email or we'll call this tests and you can type the message right here. So definitely go through these automations, see what will work for your company and then set these up, right? So there's series to build loyalty, there's series to reactivate old customers. That's also really great for retention. You can also recover visitors. You can have a series go out post purchase asking for a review. Yeah, you can get really really creative with this. Once you start building your list, you'll see every person here in the audience tab. We can see our contacts, different segments, and you also have reports, which is really important. You can see your sales, your campaigns, performance. You can also check for your deliverability. So, it's also important to check. So, now I want to talk about some beginner mistakes. These are very common mistakes that most people make, myself included. So, definitely things that I wish I knew before I started. First is buying email lists, right? This is not good because it's going to really destroy your email deliverability and it's also illegal, right? because these people did not opt in to your email list. So, they should not be subject to your emails. Don't do this. It's going to really hurt your reputation and it's also going to really hurt the future performance of your emails. Build an organic list. Those are going to be people that actually want to receive your emails and that is going to perform way, way better. Next is only sending out discount emails, right? If you only blast discounts, then you're basically building a discounted brand. People are only going to buy if they see a discount. What you want to do is you want to train your audience to wait for sales. Next is a lot of beginners, they ignore mobile, right? So, like I said, over 70% of emails are actually open on a phone. And so, if you are only optimizing the email for desktop, you're going to miss out on a lot of mobile traffic. It's just not going to look good for them. It's not going to convert. And so, what I recommend doing is really look to make sure that the email looks good on your phone before you send it. You also definitely want to have a plain text version because if you don't, this can actually trigger the spam filters for a lot of these email services. Another common mistake is people are really inconsistent with their email sends, right? So, if you have that welcome series email go out and then you never send another email again for 5 months, that list is pretty dead. It's going to take a lot more effort to reactivate those customers rather than someone that sees a consistent email every week or two. There's also a lot more advanced features that you can have with Omnisend. For example, you can sync your Facebook custom audiences directly, and that's going to help a lot with retargeting. But I'd say the most common mistake I see is people not realizing how important it is to make emails and send them out. If you have any type of business, you need to do yourself a favor and actually devote some time and energy and money to emails. It's really the tried andrue high ROI marketing that you need. And I think a lot of people, they just see it as, you know, pretty boring and a dinosaur method. And while yes, it is a dinosaur method, it's been around for so long, there's a reason why people still do it. It's because it's actually extremely extremely effective. So, if there's any one thing I can leave you guys with, it would be to just send more emails. This is a big goal of mine for this year and next because I know that basically the more emails I send out for my businesses, the better they'll do. If you do all these things, if you have a strong email list, you're going to crush 90% or more of businesses and it's going to give you such a big advantage. So, just to recap, this is what I think you guys should do. Sign up for an email marketing platform like Omnisend. Start building your list organically using social media and also creative pop-up forms. You can also substitute this with a landing page. Next, build out your email series. So, this can be, let's say, a 3 to five email sequence. And then send your first email campaign by next week. If you do this list, it means you'll actually have taken action, which most people don't do. And again, you'll be ahead of most people. Anyways, I know we covered a lot of information in this video, but hopefully this was useful, right? If you are a beginner and you want to get started with email marketing for your business, this video should take you from beginner to intermediate. Once you build that good foundation and you can consider yourself an intermediate email marketer, that's when you can learn the more advanced features. There's tons and tons of content out there for you guys to check out. But 0 to one is the most difficult part for most people. That's basically what you guys learned in this video. Feel free to watch this video again. Again, I'll have my link to Omnisend down below. Share with any friends that want to do email marketing. And yeah, if you got any value from this video, make sure to hit that like button and also subscribe for more content just like this. I do a ton of videos about entrepreneurship, finance, and just anything to help you guys make more money. I appreciate you guys for staying this long. It really does mean a lot to me, and I'll see you guys in the next one. Peace. [Music] [Music]