We’re Kennedy and Fifi, and this week, we’re going to take you behind the scenes of how we transformed a single product here at Email Marketing Heroes, into a massive $2.4 million in revenue.

PLUS – we’ll break down each of the core principles we used too so that you can use these to scale your business, using strategic email marketing, all while maintaining work-life balance.

Let’s get into it!

Want to get more sales from your email marketing?

Before we get started with today’s episode, we’ve put a little something together for you.

It's really cool and it's FREE (yes, it's cool and free – we're nice like that). Until you're making a consistent $10,000 per month in your business, it can feel like you're riding peaks and troughs and feel stuck in the weeds of your business.

That's why we've created this on-demand training to show you the easiest and most predictable way to hit consistent $10k months from your EXISTING audience. You can watch it here.

The Core ‘Rome’ Offer

The fundamental principle behind this massive growth was our focus on one core offer – one we call, the ‘Rome Offer’.

The idea is simple but powerful – all roads lead to Rome. In other words, all your marketing efforts should drive your audience closer and closer towards your flagship offer. Whether it's a lead magnet, webinar, or low-ticket item, the ultimate goal should be to guide people toward this Rome product.

For us, this was our Email Hero Blueprint – a high-value product designed to be the ultimate solution for our customers. By focusing on this one core offer, we could be confident that all of our energy, content, and marketing resources were directed towards converting more customers into that product.

Life First, Business Second

One of the common misconceptions about growing a business to millions of dollars in revenue is that it requires relentless work and personal sacrifice.

In reality, when we were scaling, I (Kennedy) was only working three days a week. I took Tuesdays completely off for personal activities like therapy and personal training, while also enjoying downtime watching crime dramas like CSI. Thursdays? Same deal – completely off!

By setting those boundaries up-front, we could leverage our time and efforts in a way that grew a business that serves our personal life rather than sacrificing it.

Using Different Buying Triggers

One of the most important lessons we learned was that people are motivated by different triggers at different times. 

To drive consistent sales, we kept presenting our Rome Offer in new and exciting ways. Sometimes we'd highlight what customers could gain (eg. more money, better fitness, improved relationships) Other times, we'd emphasize what they could avoid (eg. bad dates, poor health, or financial stress). By varying the messaging, we tapped into different emotional and psychological motivators, which helped drive consistent sales over time.

PRO TIP: This strategy isn’t just limited to emails. It applies to every touchpoint with your audience, whether that's through social media, webinars, or even podcasts.

Simplify the Customer Journey

Another mistake many marketers make is creating overly complicated sales funnels with multiple steps before leading to the main offer.

While upsells and lead magnets have their place, too many stages can lead to significant drop-offs. Start by focusing on reducing friction from your customer journey. Instead of us taking leads through several steps (lead magnet, micro-offer, thank-you page, etc.), we sometimes directed them straight to the Rome Offer.

The fewer steps, the less room for drop-offs.

Maximise Revenue with Backend Offers

Just because all roads lead to your Rome Offer doesn’t mean the journey ends there.

Once someone becomes a buyer, they are statistically 50% more likely to purchase again. This is where profit maximisers come into play. After purchasing the core offer, customers can be invited to upgrade with high-ticket or recurring items.

In our case, we offered an Accelerator program that helped customers implement the core product more effectively. It was designed to make their experience easier, faster, and more likely to succeed – three key factors that boost conversion rates.

Subject line of the week

This week’s winning subject line is: “The MIA Email.” 

Short for “Missing in Action,” this subject line played on curiosity and humor to grab attention. The message hinted at something that had gone wrong or was missing, which ramped up the curiosity. When you open it, there’s a playful twist on something your audience didn’t get or a lost opportunity.

We love using subject lines that intrigue and challenge expectations because it boosts open rates and engages your audience in a fun way. Try something similar in your next email – like a subject line that plays off something unexpected, or even flips the script on a traditional approach.

Useful Episode Resources

Other episodes you'll enjoy:

Warning: 6 Lies Your Email Marketing Platform Is Telling You

How to Come Up With Your Next Email Campaign (Without Overthinking It)

The Surprising Thing That REALLY Impacts Your Email Deliverability

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The League Membership

Not sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about creative ways to batch your emails) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!