Let’s talk about how to do profitable email marketing…

Subscribers get the option to choose which emails they get, how they consume those emails, and how often.

Subscribers can turn off promo emails at any time—all sales emails include clear and direct ways to do this

Just because you purchase a product or download a freebie doesn’t mean you get automatically added to my email list—you always get the choice

My emails use very clear language and practice transparency 

I don’t participate in summits or bundles, nor do I encourage my subscribers to join an email list where their consent and critical thinking ability will not be prioritized

Layering on too much persuasion - urgency/scarcity, consistency, reciprocity, authority, liking, social proof - shuts down customers ability to think critically, so I use these tools responsibly.

For time bound promotions (ex. a 6-day open cart time) I let subscribers know what’s coming, when, and what it will cost, so they have time to consider their purchase

Persuasion tactics are reduced for higher priced offers, allowing a longer decision-making window

Countdown timers or fast-action bonuses are reserved for low-cost products

Digital offers are backed by a refund policy that does not require homework submission or “proving you tried”—a patriarchal practice that infantalizes customers

Emails should be accessible across all platforms and devices, and share ideas and content that go beyond the identity and experiences of the writer alone. 

All weekly emails also have an audio version, Tarzan Reads Her Emails

I use simple formatting and add alt text to any images or GIFs

I don’t markup payment plans, which tend to penalize marginalized groups who need them the most 

I prioritize learning from people who are different from me, including race, gender, sexuality, religion, body size, age and ability

The choices we make around language and grammar are both political and powerful, and therefore should be an open and evolving conversation.

When editing student’s writing I don’t use prescriptive grammar, and encourage language and grammar choices that align with their business’ values

I encourage students to use non-standard dialects and write the way words actually roll off their tongues (Queen’s English be damned!)

My programs are open to all genders so I choose gender-inclusive language and avoid phrases that suggest a gender binary (ex. “ladies and gentlemen,” “he or she,” or “both genders”)

I make intentional language choices after listening to people whose identities are different from mine, and respect how different groups want to be identified, especially marginalized groups