How to “x-ray” your email list 
to find hidden and untapped sales.

 Alright, since you’re here, you probably already know how profitable having an email list can be. And how effective emails can be when it comes to selling your stuff and spreading your message at scale.

So I don’t need to tell you stats like:

There are 4 billion daily email users”.


Email marketing revenue is estimated to reach almost 11 Billion by the end of 2023”.

-According to HubSpot.

With that said…

You also know that you can’t message people one-by-one if you have hundreds or thousands or even millions of subscribers.

After all, we all only have a limited amount of hours in the day.

It's why I let "robots" do the sorting and the sending for me. 

Which I’ll tell you more about in a little bit…

For now, let’s get down to the nitty-gritty.


Props to you for using email. Not everyone gets to this point. Seriously.

Most people see it as a time-consuming expense rather than an investable asset they can leverage to GROW.

Or worse, they never see the potential goldmine they might be sitting on.

But here’s the thing…

After being in the advertising world in one way or another for a decade or so…

…and having worked with multiple businesses in multiple industries…

…I can *almost* guarantee there’s money hiding in most email lists.

(Maybe even yours, though I can’t say for sure, can I?)

It’s why I created an email “x-ray” of sorts.

Mostly for myself. But it really can help anyone. Which is why you’re here.

And I’m gonna give it to you right now so you can apply it to your business and find money that’s currently hiding almost in plain sight.


Let’s dig in, shall we?

There are 3 parts I always check to ensure an email list is fully-optimized and re-structured to be as profitable as monetarily possible.

The first part of the “x-ray” checks on: deliverability.


You could have the best written email in existence…

You could revive and hire Shakespeare himself to write your emails…

You could spend hours strategizing campaigns and days writing them…

But if nothing lands in the inbox, nothing gets opened… nothing gets read… nothing gets clicked… nothing gets bought…

No money is exchanged. Period.

In fact, most of the time, you’re left with a hefty loss.

It happens day in and day out.

Emails landing as “spam” or on the dreaded “promo-tab”.

Each email that doesn’t land in the primary-tab is money that won’t make it into your pockets.

Let me give you an example:

Let’s say you have a list of 10,000 subscribers... 

( get to this point, you’ve must’ve spent a pretty penny, and it’s understandable to want to make the most out of it…)

If you send 10,000 emails and only 70% make it…

…and every email is worth $1 to you on average (just to throw a number)

…then by 3,000 emails not landing…

…you lose $3,000 that should’ve been on their way to your bank account.

I’m using random numbers just to make a point but you get what I’m saying, right?

We must try to get all emails delivered to make the most impact that’ll get us the most return.

Not only to ‘sell-sell-sell’ but also to build familiarity and trust and rapport and all the good stuff that comes with that. 

Let me tell you what I do when I get ahold of an email list:

First, I check for domain reputation and if it’s been blacklisted.

Then, it’s all about setting up proper domain authentication in the 3 main authentication protocols: 

  • Sender Policy Framework (SPF) to prevent spammers from sending messages on behalf of your domain.
  • Domain-based Message Authentication, Reporting, and Conformance (DMARC) to protect your domain from spoofing (changing your servers’ sender name so it looks like the email is sent from another sender or domain).
  • Domain Keys Identified Mail (DKIM) to allow the receiver to check if the email received corresponds with the domain address.

Then I test it’s all working correctly and move onto the next part of the “x-ray”.

The second part of the “x-ray” checks on: automations.

Well, not just automations, but behaviorally-triggered automations.

(Which I think sounds cooler)

Ones that hit subscribers with the right messaging and at the right time.

This ensures you’re maximizing your reach since, as I mentioned before, we can’t all be everywhere at all times.

Obviously, this is done with tact and following best practices to avoid overwhelming or turning off subscribers.

There are some *core* automations I think EVERY business should have.

And here they are:

The first *core* automation would be the “welcome” sequence...

In the “welcome” sequence, I like to give them whatever I promised them to opt-in into my email list… make sure they consume it… set the tone for future emails… and indoctrinate new subscribers into our methodologies...

( well as, make sure they know they’re where they belong and make an invitation or pitch at some point…)

The second *core* automation would the “flash-sale” sequence...

In the “flash-sale” sequence, I like to introduce an upcoming sale and tease it… make them an offer they can’t refuse… limit availability for three or four days and then shut it down… and reach out a few more times on the last day (as it’s been proven that’s when most people buy)...

The third *core* automation would be the “upsell” sequence...

In the “upsell” sequence, I like to offer segmented subscribers a product or service that enhances the one they’ve bought before… making sure they reach their goals faster and easier… and showcasing case studies and past wins from others just like them...

The fourth *core* automation would be the “VIPs-only” sequence...

In the “VIPs-only” sequence, I like to set it to be sent when a subscriber opens and clicks a certain amount of emails… triggering a set of special content for their eyes only… ascending them further into their customer-journey with me...

The fifth *core* automation would be the “re-activation” sequence…

In the “re-activation” sequence, I like to incentivize inactive subscribers to come back… inviting them with an irresistible offer… and getting them to raise their hands and ask for more...

A bonus automation would be an “abandonment” sequence that’s triggered once a prospect clicks a button or lands on a sales page (or a calendar/appointment page), but leaves without performing an action.

As you can see…

All of these are all mostly “set-it-and-forget-it” automations you can setup once and *ahem* kinda forget about them (but not really).

Either way, they’ll allow you to scale in both your reach and your financial return.

Just by setting ONE of the automations up could double anyone’s profits so imagine setting up all five…

There are other automations, of course, but they are industry-specific whereas I’m sharing with you the ones that could be used by most.


The third part of the “x-ray” checks on: email frequency and optimization.

At the end of the day, monetizing your email list comes down to simple math.

This is from a Frank Kern presentation about email too:


Frank shows how million and billion dollar businesses and brands make money by mailing daily


Because the more you send, the more you sell.

But you can’t just send whatever and hope it sells.

That’s how you burn a list to the ground.

You have to optimize each email to allow it to perform as best as it can.

And bring the most results.

And to do that you need to pay close attention to:

  • The “from” line. 
  • The subject line. 
  • The "preview" line.
  • The angle/theme.
  • The lead. 
  • The pay-off. 
  • The call-to-action.
  • The P.S.
  • The etceteras.

Other considerations are:

Writing as if you were speaking to a friend at a bar...

Using curiosity (with an adequate pay-off) to get your emails opened and read...

Using open loops and cliffhangers to keep subscribers wanting more. 

(Be tactful)...

Adding value and sharing insights within the email itself rather than just selling the click or a thing....

By sending more and better emails, you increase consumability and exposure and sales.

And that’s on top of getting your emails actually delivered and having the right automations hitting the right people with the right messaging at the right time in their own journey.

Can you see how now you can “x-ray” your own email list and find hidden money within it?

I’ve told you my whole “x-ray” process from beginning to end.

You now have all the necessary information to do it for yourself.

I’d love to hear how your email list is doing after you perform the “x-ray” and execute on it.

I’m confident you’ll find some good stuff in there so please see for yourself.

In case you want me to perform the “x-ray” for you, click the button below and let’s talk. 

(By the way, the “x-rays” do cost money but they’re credited in case we end up working together)

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