Most email funnels fall flat because they start by talking about themselves.

Here’s what I teach inside 2X Emails — and it works a treat:

Flip the order.

→ Start with them
→ Then show the problem
→ Then share your story (as proof)
→ Then make the offer

Sounds simple. And it is. But hardly anyone does it.

Founders get excited and dive into all the amazing things their product can do.

But no one cares. Not yet.

They care about their pain. Their goal. Their next step.

I learnt this the hard way, rewriting my own funnel three times before it finally clicked.

That structure now lives in GrowthKit — along with my full welcome sequence and templates.

if your funnel isn’t converting, check the first email.
bet it starts with “hi, I’m…” doesn’t it?

Most founders treat their welcome sequence like a nice cup of tea — warm, polite, and completely forgettable.

“Thanks for joining!”
“Here’s what to expect…”
“Do shout if you need anything!”

Lovely manners. Rubbish conversion.

Your welcome sequence is the most opened email you’ll ever send.
Don’t waste it faffing about.

Here’s what I do instead — straight out of the 2X Emails playbook:

→ Email 1: deliver something useful. right away. no waffle.
→ Email 2: tell your story, but make it about them (no one cares about your gap year)
→ Email 3: tackle the objection that’s sat quietly in the back of their mind
→ Email 4: make a clear offer with one job — click this

I used this exact setup when we rebuilt Chimp Essentials.
Same product, same audience — completely different result.
£50k+ MRR and a queue of happy customers.

stop treating your emails like a brochure.
they’re a sales engine. use them properly.

I tested 5 different subject lines for the same email.

One of them crushed the others by 4x.

Here’s the format:

→ {Number} + {emotional trigger} + {open loop}

The winner?

“7 dumb mistakes I made that nearly killed my list…”

why it works:

→ The number grabs attention
→ “Dumb mistakes” triggers emotion
→ “Nearly killed my list” creates curiosity

I break this down fully inside 2X Emails — with a swipe file and pre-send checklist I still use today.

Most founders write subject lines like they’re writing blog titles.
Big mistake.

Write for clicks.
Earn the open.
Then deliver.

It’s not magic. It’s just email done right.