Learn How To

Unlock Email

A 3-week email course to help you grow a fanbase that loves your artistry.
Email marketing can feel overwhelming. This strategy makes it easier.

✅ Grow an audience

✅ Build real relationships

✅ Get your fans to take action 

✅ Make it simple & have fun doing it

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"You should grow an email list."

– Every marketer since like 1972

Picture this:

You’ve booked a show.

The venue is a little music bar downtown, and they’ve slotted you with the expectation that you can get 25 people to show up.

You were outwardly confident you could pull this off (which is why you got the gig) and your numbers suggest it should be no problem.

But, truth be told, you’re a little nervous. You haven’t played live in like a year.

But you have an email list.

So, a couple weeks before the show, you pull out your laptop and draft an email. In a few quick lines, you explain the situation, add a link to the ticket page, and ask people to come out. You send it to your fans who live nearby.

You close the laptop and grab lunch.

You kind of want to forget about the whole thing, but a couple of hours later, you can’t help yourself, so you pop the screen back up to see if anyone’s bought tickets. The page loads as you sit there nervously… and then you see the data…

And you blink. Then you high five yourself. You fist pump.

Yes, people have bought tickets.

50 people are coming. You’ve sold out the venue. It’s going to be standing room only.

Awesome, right? Right.

But here’s the bad news:

For most artists, this sweet little story is a complete fantasy.

Because most artists don't use email well.

Here’s how things go instead: You book the show. And then either you never email anyone, or you send an email and your Aunt Terry replies to say she’ll be there and she loves you… and other than that it’s crickets.

So you spend the month up to the show sweating over the headcount.

Why is this the case? Why don’t most artists use email well?

After all, every marketer since 1972 has been telling people that email marketing is a thing worth doing.

I think it’s true for one of two reasons:

❌ You don’t have an email list, or…

❌ You have a list but have no idea what to send emails about.

And the underlying reason for each of these usually comes back to the same thing:

Email marketing can feel overwhelming.

Here’s what I mean.

Sure, you know email can be awesome.

You’re competent. You’re smart. You don’t need me to beat this concept into the ground and tell you that…

✅ Email can help you to regularly sell merch and build predictable income.

✅ Email marketing can help you sell special, one-off products (like a vinyl release of your last record – the sales of which can completely pay for your next one)

✅ Email can help you build deeper relationships with your fans (so a bunch of them actually reply when you write something, and you can have meaningful conversations that make your heart full).

✅ Email can help you sell tickets to shows (so you don’t have to sweat about hitting your headcount).

✅ Email can help you drive more streams on release day (so you immediately get over that embarrassing 1,000-stream hump).

✅ Email is the reason you’re reading this page and thinking about buying this course.

✅ Email marketing has the highest ROI of any marketing channel (meaning that you make more money via email than via any other platform, a fact which has been true since pretty much the dawn of time).

✅ 4+ billion people use email every day.

✅ But seriously email marketing really is cool. Like really cool!

You know all of this.

You get it.

So why aren’t you killing it with your email list?

I think the answer is the same reason that so many of us struggle with personal fitness.

We aren’t out of shape because we don’t know about the benefits of exercise or because we think we should have donuts for every meal. We’re out of shape because we feel overwhelmed by the prospect of getting into shape.

⏰ It takes time.

📝 It takes a plan.

🧐 We don’t feel like experts.

Consequently, the fitness programs that work best aren’t the ones that do the best job of convincing us of the benefits of kale – they’re the ones that make fitness easier for us to practice.

You probably get where I’m going with this…

Let’s make email marketing easier to practice.

Unlock Email lays out a path you can follow.

I’ve been using email marketing for about a decade. I’ve helped NASDAQ-listed companies build out email strategies. I’ve helped small indie artists set up welcome sequences. Shoot, I’ve built my own business on top of email.

In this course, I teach the step-by-step roadmap to follow to build a healthy email list, and give you templates and worksheets to help you actually do it.

 

Here’s what the course covers:

Week 1

5 emails

Intro & List Building

In the first week, we’ll lay a good foundation so that you’re prepared to use email well. You’ll learn:

  • How to think about email (getting this mindset piece right helps you to use email the right way)
  • How to set up your email platform
  • How to get a steady stream of new subscribers

Week 2

5 emails

Writing and Automation

In the second week, we’ll get tactical and start building out real emails. You’ll learn:

  • What makes good writing – in general, and for email specifically
  • The 3 types of emails every artist should send
  • How to create a welcome sequence that creates relationships and drives sales

Week 3

5 emails

Newsletter, CTAs, and Metrics

In the third week, we’ll set you up for long-term success. You’ll learn:

  • How to create a newsletter that’s fun, effective, and doesn’t leave you staring at a blank screen for four hours trying to think of something to send
  • How to send CTAs that get your fans to act
  • How to track and optimize your strategy so it gets better over time

Additional Resources

8 documents

Templates, Worksheets, and Quick Guides

The course also comes with documents to help you put the material into action:

  • Newsletter Template Worksheet
  • Welcome Sequence Templates
  • CTA Brainstorming Worksheet
  • Quick Guide to Email Subject Lines
  • Story Development Questions
  • Email Metric Scorecard

…And more.

By the end of the course, you will...

✅ Have a plan for consistently growing your email list.

✅ Have an automated welcome sequence that builds relationships with new subscribers and drives (a little bit) of revenue.

✅ Be able to write a fan-building newsletter easily (without staring at a blank white screen for two hours).

✅ Be able to send CTAs that encourage real fan support like merch purchases, streams, and ticket sales.

✅ Know how to improve your metrics, like open rates, click-through rates, and conversion rates.

✅ No longer feel overwhelmed by email marketing – actually, you’ll probably genuinely enjoy it.

✅ Be building a fanbase that loves your artistry and supports it.

🏁

Curious about any of the info listed above?
FAQs are here, and if you have more questions, feel free to reach out.

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A few important notes on the course...

1. This is a three-week email course.

This is not a video course. Seriously, there are zero videos in the course portal.

Instead, all of the material is delivered via email. For each of the three weeks, you’ll get five emails (Monday through Friday) – so, 15 lessons in total.

I think this is a cool way to learn about email marketing, but if you are a totally visual learner, it might not be your best bet. So I want to make sure you’re aware of it going in.

2. You’ll get the first email lesson this coming Monday.

When you purchase, you’ll get an intro email. Then, this coming Monday, you’ll start getting the lessons.

But also…

2. You’ll get access to all of the information immediately in the course portal.

When you sign up, you’ll be able to see all of the lessons right away. And you’ll have lifetime access so you’ll never need to worry about accidentally deleting / losing an email.

3. I’ll be available for 1:1 email support.

If you have any questions on the material, I’ll be there to help out.

Want to make sure it’s worth it? No worries. We’ve got a sweet…

60-Day, No-Risk Guarantee

If you’re not getting value from this course, just reach out within sixty days of your purchase and we’ll provide a 100% refund, no questions asked.

Ready to Unlock Email?

🚀 Let’s do this. Enter your information below to access the course and start building an awesome email list that’s meaningful, profitable, and fun.

Just skimming?

Hey, if you hit this page and just scrolled down here without reading, I forgive you. It’s a long page. Here’s the quick recap.

Unlock Email is a three-week (15-lesson) email course that will teach you how to use email marketing to build real relationships in a way that is easy, effective, and doesn’t take a ton of your time.

This is for you if you:

  • Have been meaning to build an email list for awhile but just haven’t gotten around to it.
  • Have an email list but can never think of anything to send an email about.
  • Want to create deeper fan relationships around your artistry.
  • Want to be able to sell merch, tickets, memberships, or anything else.


By the end of the course, you will:

  • Be on your way to building an email list of people who love your artistry and act to support it.
  • Feel like you’ve “unlocked” email marketing. (Hence the name.)


I don’t guarantee any specific results with this course, because there are way too many factors involved (and anyway, there’s a money-back guarantee if you don’t find the stuff useful).

But I will say that, if you implement this stuff for a year, I think you’ll come to share my opinion that email is the best marketing platform on the planet.

FAQs

You’re cutting right to the chase on this one. Nice.

Here’s my honest answer: You should probably take this course if you’re willing to spend time building meaningful relationships around your artistry via email.

Because I think email is the best marketing platform on the planet for connecting with fans and driving meaningful actions.

But for email to work well for you, you’ll need:

  • To be consistent over a period of time
  • To not hate writing


So this course is probably not for you if:

  • You aren’t willing to commit 30 minutes per week to your artistry for the next year
  • You hate writing
  • $97 will make it hard to meet rent this month

Not very.

This is not an advanced course on funnel construction, deep segmentation, SPIF records, or A/B tests.

It’s a path to help you unlock email marketing so that you can do it consistently and effectively.

My general belief is that 80% of successful marketing is built on basic principles – and that if you learn and nail those, you don’t need to worry too much about the overly technical stuff (like SPIF records).

As you might have guessed from the answer directly above: No.

And I don’t really like “funnel-building” as a qualifier. And I don’t really like the word “funnel” in general.

This is an email marketing course. We’ll build out a welcome sequence (which some people call a “funnel”), but as a whole, the course is much more focused toward foundational email marketing principles than it is toward the cringeworthy phrase “funnel hacking.”

Yes. The course includes templates for a newsletter, a welcome sequence, and a CTA.

But the thing about templates is that… they’re templates.

They give you a good starting point. It’ll be up to you to put your own artistry into them.

Not necessarily, but you probably will need to pay if you want to keep a welcome sequence running.

In the course, I’ll walk through how to set up ConvertKit. They have a free plan and a free trial, so you can set everything up without paying a cent.

But after the trial, they’ll charge you to keep automations running. (And this is true of most other email providers, too – Mailchimp, etc.)

Long-story-short, you could absolutely use email marketing effectively with a free platform – but if you are consistent / committed, I think you’ll probably find it worthwhile to pay for the upgraded features.

Nope. In this course, I’ll teach you how to set up an email list from scratch, and how to get it growing consistently over time.

That said, if you do have an email list – awesome. You’ll be able to apply the material directly to the stuff you already have set up.

That’s completely understandable.

Shoot it over to jon at twostorymedia dot com.