What if one tiny tweak could transform your email game and boost your business?

Liz Wilcox, a self-proclaimed email marketing nerd and the mastermind behind a $600k membership program, discovered the power of one-word subject lines – and the results were extraordinary.

In this article, we’ll dive into her bold strategy, her mindset shifts, and her unconventional approach to business success.

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). We all know that subject lines are important to get right and are a leading measure of your open and click rates – but writing them can be a challenge.

That's why Kennedy has spent months training an AI to write powerful subject lines that is beating top copywriters' subject lines 80% of the time in A/B tests – and you can get access to it here.

(More on this in today's episode)

The One-Word Revolution

Picture your inbox: a flood of emails with catchy phrases, emojis, and dramatic capitalisation.

Now imagine an email with a single word in the subject line – stark, different, and intriguing. That’s the bold move Liz Wilcox made when she decided to experiment with one-word subject lines.

Feeling a bit disconnected from her email marketing in mid-2024, Liz stumbled upon this strategy during a live session in a Facebook group. Inspired, she challenged herself to write only one-word subject lines for the rest of the year.

The results? A surge in open rates, replies from both loyal and new readers, and a revitalised energy for email writing.

Her audience loved the simplicity and curiosity sparked by these subject lines. Emails with titles like “Pressure” tapped into relatable emotions, drawing readers in and starting meaningful conversations.

The Key to Liz’s $9 Membership Empire

Liz’s email marketing success isn’t just about clever subject lines.

It’s about knowing her audience and building a business model that serves them uniquely. At $9 a month, her membership helps beginners craft newsletters in 20 minutes or less – a dream for those who feel overwhelmed by email marketing.

Despite the low price point, Liz’s membership brought in over $600k in 2024 alone.

How? By focusing on volume and creating immense value. Instead of chasing high-ticket offers, Liz doubled down on helping thousands of people with bite-sized, actionable content.

Her success is a reminder: you don’t need a high-ticket offer to create a thriving business. You just need to know your audience, deliver value consistently, and keep them engaged.

Rethinking the Super Signature

While many marketers use a “Super Signature” at the bottom of emails to promote multiple offers, Liz took a different route.

She turned the footer of her emails into a roadmap, showing her subscribers exactly what was coming up in her membership for the year.

For her beginner audience, this transparency was a game-changer. “Most of my members are just getting started,” Liz explained. “They might feel unsure or isolated, but when they see I’ve got a plan for the entire year, they know they can trust me.”

This approach not only built trust but also encouraged people to stick around longer.

Liz’s email footer included details like upcoming events, challenges, and resources – giving readers clear reasons to stay engaged or join her membership when the timing felt right.

How ‘Survivor' Improved Her Emails

You might not expect a marketing expert to have a reality TV backstory, but Liz does.

She appeared on Survivor and placed fourth, proving she’s not afraid of challenges. That same spirit of adventure and resilience shows up in her business.

Liz revealed that preparing for Survivor helped her streamline her email processes. She batched months of content ahead of time, allowing her to focus on the show without missing a beat. It’s a testament to her organisational skills and dedication to creating systems that work, both for her and her audience.

Why One Word Works: The Psychology Behind Curiosity

So, why do one-word subject lines work so well? It comes down to curiosity and contrast.

Most inboxes are packed with long, noisy subject lines. A single word like “Pressure” or “Plan” stands out visually and piques curiosity. Readers can’t help but wonder: What’s this about?

Liz used this approach to not only increase open rates but also re-engage her loyal readers and spark conversations with new ones. The simplicity of the one-word subject line forced her to get creative and laser-focused, finding the essence of each email in a single term.

Scaling a Membership: Liz’s Advice for Beginners

Liz’s journey isn’t just about clever email hacks; it’s about building a sustainable business that aligns with her values.

Here’s what she shared for aspiring entrepreneurs:

1. Know Your ‘Enough': “I don’t need millions and millions of dollars,” Liz said. “A couple hundred thousand? That’s enough for me to live the life I want.” Define what success looks like for you, and build a business that aligns with that vision.
2. Be Consistent: Liz mapped out her emails and business strategy months in advance, ensuring her audience knew what to expect. This consistency builds trust and keeps people engaged.
3. Focus on Your Strengths: Liz knows her strength is email marketing, so she made it the foundation of her business. Instead of trying to do everything, she doubled down on what she does best.

The Bigger Picture: Why Leadership Matters

One of Liz’s most profound insights is the importance of showing your audience you have a plan.

Many people feel lost and overwhelmed, whether they’re trying to build an online business or simply stay consistent with their emails. By mapping out her year and sharing it transparently, Liz became a leader her audience could trust.

“If you don’t have the next 60 days mapped out, what are you doing?” she said. Her tough-love advice is a call to action for entrepreneurs: take the time to plan, and your audience will follow you.

The Takeaway: Small Changes, Big Impact

Liz Wilcox’s story proves that small, intentional changes can have a massive impact.

Whether it’s a one-word subject line or a transparent roadmap in your email footer, the key is to stand out, build trust, and deliver value.

So, what’s your next move? Will you try one-word subject lines? Map out the next 60 days for your audience? Whatever it is, remember: the most effective strategies often come from bold, simple ideas.

Ready to take your email game to the next level? Follow Liz’s lead—and don’t forget to have fun along the way.

Useful Episode Resources

Related episodes

How Do You Get Your Customers To Buy And Buy Again? 

How To Get Back On The Email Wagon When You Fall Off (Back To School Edition)

How Can I Personalise My Emails To Increase Conversions?

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.

Grab The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days).

If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

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