My thoughts on email marketing

Email Marketing for High-Ticket Products and Services

If your offer requires trust, education, and multiple touchpoints before someone buys… email is the cheapest, most scalable way to deliver those touchpoints.

Unlike ads, where you pay for every impression, your list lets you:

• Nurture leads over time without spending another dollar.
• Control the narrative — no algorithm deciding who sees your message.
• Layer education and authority so buyers feel confident when they say “yes.”

For $50 products, the goal is volume and speed. For $5K programs, the goal is connection and conviction. Email gives you both, without the pressure to close on the first interaction.

Why High-Ticket Products and Services Are Different

Most email marketing “rules” are built for low-ticket ecommerce or impulse purchases. High-frequency blasts. Endless discounts. Short copy. Over-the-top urgency.

Those tactics can work for a $49 hoodie… but they can absolutely tank trust when you’re asking for $5K, $10K, or $50K.

High-ticket buyers are:

• Sophisticated — they can smell hype a mile away.
• Risk-aware — they’re weighing a big investment, not a quick click.
• Relationship-driven — they want to believe you’ll deliver long after the credit card runs.

That’s why my sequences blend authority, proof, and a strategic cadence. We give them enough time to feel smart saying yes, while still controlling the momentum toward a sale.

#1 Conversion Killer for High-Ticket Products and Services

Nothing kills a sale faster than coming across like you need it more than your prospect does. High-ticket buyers want to feel they’re joining a strong, in-demand program — not bailing out a struggling one.

Desperation shows up in:

• Over-using fake urgency (how many “last chance” emails can they take seriously?)
• Aggressive discounting (“Take 50% off if you buy tonight”)
• Sudden tone shifts from authority to pleading

Instead, position your offer as a limited, in-demand opportunity and maintain composure in your copy. Use urgency, but tie it to real reasons: event dates, capped seats, bonuses that expire. And in every message, lead with value and proof — not panic.