Daily emails are probably the most powerful flywheel in the history of the entire internet. 

Whenever I onboard a client, I map out a yearly email marketing calendar for them. 

Then, I plan promotion periods based on their offer frequency. 

This spaces out the calendar more. 

Some brands do daily promotions, like PESI Inc., who has over 2,000 products to promote. 

Others do less promotions. 

Ideally though, we want to be promoting something once per month, whether that’s a live webinar, a speaking gig, a new offer, a guest speaker coming into your community, a virtual summit you’re speaking at, etc. 

These promotion periods provide novelty for your list and keeps engagement high. 

This calendar approach is much different than E-Commerce brands who follow typical seasonal promotions, etc.

For NON-E-COMMERCE brands…

You can also think about your birthday, if you want to do a birthday sale. Black Friday, Christmas. Halloween. Labor Day. Etc. 

Typically, you should block out 3-7 days for the promotion periods. 

Once you’ve mapped out the main events, now you create daily emails to fill in the remaining slots. 

There are plenty of things you can talk about to do that:

• Customer & student successes
• Any story about someone going from failure to success
• Mistakes your audience is making and tips to not make them
• Stories that teach little lessons and give “ah-ha” moments
• Things that are happening in the industry
• Tell them what not to do
• Tell them what to do but not how to do it
• Why other experts and gurus are wrong (and how to recognize that bogus information)
• Behind the scenes about what’s going on in your business
• Crazy stuff you see as an insider in the industry
• Relational story emails
  • Take any story about something that happened to you, to someone else, something you heard or read online, a movie you watched, a book you read, literally anything…
  • Share the story and teach the lesson from the story…
  • Then tie that back to what you sell.
• Testimonials
• New Products / Releases
• New Customer Reviews
• Social Media Posts That Went Trending You Want Your Audience to Watch
• News That Came Out That Pertains to Their Niche
• Check Out Clearance Section
• New Discount Code to Give Out For Your List Being Loyal to You (or a bonus)
• Highlighting Features on Products (Maybe customers don’t know about it)
• Asking for customer reviews
• Teasing New Releases (upcoming)
• Pre-Orders on new products coming
• Answering a very frequent FAQ (frequently asked question) about product / service – answering it then leading to a CTA (call to action)
• New Lead magnets (Test email copy/creative to use for paid ads or vice versa)
• Quizzes/surveys

Over time you’ll develop a grab bag of email types you can use and then just plug-and-play your ideas into those emails.

I’m also a huge fan of using Demand Generation emails. 

Demand generation is really a content strategy, focused on moving people through the funnel. Ultimately, it converts more of your leads. 

I’ve written about belief mapping before. 

But the idea is to follow the full sales cycle of a prospect. Otherwise known as their customer journey. 

Most people on your list are going to respond best to a Problem/Solution approach.

Problem works because you’re bringing up problems/pains your subscriber feels on a daily basis. This shows empathy and resonates with them. 

The emotional element of this makes your emails convert best. 

My favorite is a mix of:

• Problem agitate solution (PAS)
• PSTT
• Topical

PSTT emails stand for:

• Problem
• Solution
• Takeaways
• Transformation

Learn more about PSTT emails:

Relational stories are great too for bonding, but I try not to overdo them. 

Creating a Monthly Calendar

This promotion cycle will depend on your unique offer stack and customer journey.

The simple promotion planning framework:

• Create buying events/reasons for urgency
• Plan 60-90 days ahead when possible
• Alternate between promotion/nurture phases
• Vary directness based on promotion/nurturing phase
• Alternate between different offer types (low-ticket, high-ticket, etc.)

Types of Promotional Periods

1. Hard Promotion Weeks
   • Concentrated push for a specific offer with clear urgency
   • All emails are focused on the same promotion
   • More direct calls-to-action throughout all emails
   • Often includes scarcity, deadlines, or special incentives
   • Example: “This workshop is only available for 5 days” or “We can only take 10 new clients”
2. Non-Promo/Nurture Weeks
   • Content that pre-sells and builds audience relationship
   • Focuses more on value delivery, bonding, belief-shifting and constraint removal
   • CTAs are softer, often directing to content rather than sales pages

If you promote something 2x per month, a typical month might look like:

Week 1: Hard Promotion (Low-Ticket Product)

• Email 1: Direct offer with deadline/incentive
• Email 2: Story of how you created product/offer
• Email 3: Evidence focusing on unique mechanism
• Email 4: Testimonials or demonstrations of product
• Email 5: Logical reasons why the offer works with specific numbers
• Email 6: Address key constraints with deadline reminder
• Email 7: Last chance email re-enforcing what they’ll miss

Week 2: Content/Nurture

• Email 1: Educational content about core problem
• Email 2: Story that reframes common constraint
• Email 3: Softer pitch with value-first approach
• Email 4: How-to content or YouTube video link
• Email 5: Testimonial or Case Study
• Email 6: Industry Insights or Relational Story
• Email 7: Story that reframes common constraint

Week 3: Hard Promotion (High-Ticket Offer)

• Email 1: Invitation-style direct offer
• Email 2: Story or reason you created offer
• Email 3: Paradigm Shifting Email
• Email 4: Case studies of successful clients
• Email 5: Logic and proof of your methodology
• Email 6: FAQ Email
• Email 7: Remove objections with final call to action

Week 4: Community Building

• Email 1: Exclusive content for engaged subscribers
• Email 2: Behind-the-scenes or insider information
• Email 3: Q&A content answering common questions
• Email 4: Story with super-soft pitch at the end
• Email 5: Quiz/Survey
• Email 6: Podcast or Interview
• Email 7: Story teasing what you’ll promote next week.

Non-Promo Week Emails

During weeks when you’re not in “hard promotion” mode, your emails should still guide subscribers toward eventual purchases but with less direct pressure:

1. Email Content Changes:
   • Focus more on delivering valuable insights
   • Tell more stories and give more examples
   • Share content from other platforms (YouTube, blog, etc.)
   • Use more educational angles rather than hard-sell angles
2. Call to Action Adjustments:
   • Use “reply-based” CTAs (asking for feedback creates engagement)
   • Send to content pieces that do some selling for you
   • Use “VIP list” sign-ups for future offers
   • Ask for micro-commitments rather than purchases
   • Include “super signatures” (a P.S. with a soft offer mention)
3. Specific Examples:
   • Instead of “Book a call now,” use “Watch this video about…”
   • Instead of “Last chance to buy,” use “Let me know what you think about…”
   • Instead of focusing entirely on your offer, focus on a piece of content that demonstrates your expertise or your unique way of helping people

Also, during non-promo weeks, you can make direct offers that are more “invitation style.” For example:

Hard Promo:

“Book a call today to join our 90-day coaching program. Only 3 spots left!”

Soft CTA:

“If you’ve been thinking about improving your email marketing, I’m currently helping a few business owners implement this system. If that sounds interesting, just reply to this email and we can chat about whether it’s a fit.”

This is still a direct offer, but it’s framed as an invitation rather than a hard sell.

This allows you to move prospects through a typical sales cycle without actually selling them stuff.

Instead of selling them on your offer, you’re selling them on the concept of your offer. Make sense?

Think of it like lawyers building a case.

There are four elements that directly correspond to legal argument structure:

1. Direct Offer = Opening statement to the jury
2. Evidence = Presenting facts and proof
3. Expert Testimony = Credible witnesses and demonstrations
4. Constraint Removal = Closing argument addressing jury objections

The sales cycle themes are all about case building.

During non promotion periods:

Direct offer = telling people about what you do/how you work with people. You can tell stories about that, share industry insights, etc. But you’re making it very clear what your offer is or what you do.

It’s important to keep re-enforcing this idea to people. Re-enforcing the benefit you help people with, showing the rosy picture. So they know you clearly have a way to help them.

Evidence = testimonials/case studies that prove what you do works. During non promo periods these types of emails can go to blog articles, YouTube videos, etc.

Expert testimony = stories & visual demonstrations. Your story of creating a product or finding out what works. A customer’s story/case study. A demonstration of you doing what you’re teaching/selling (if you sell info/coaching). If you sell services, you can show yourself doing the thing you help clients with.

A QUICK NOTE ON DEMONSTRATIONS: Most people think showing how you do something creates competition or removes the need for people to buy from you. That’s true in info, because you’re selling people something that shows them how to do something (a book or course, etc.) or does it for them (templates, tools, etc.). However, in services your clients are busy and have money – or a budget provided by the company.

People who buy services don’t want to learn how to do something; they want to pay for someone to do it for them—someone who already has done it successfully and will save them trial & error (from learning to do it themselves or hiring someone inexperienced and then having to hire again.)

And if you’re a SaaS company, demonstrations could be demos of how your tool works. Walkthroughs. Etc. These type of blog articles and YouTube videos CRUSH in SaaS.

Constraint removal = FAQs, objection handling, paradigm shifting emails, belief shifting.

Why This Works

• Targets different learning/buying types and preferences
• Gets cash now (from ready buyers) and cash later (from those who need pre-selling)
• Creates a flywheel effect where each week builds on previous messages
• Addresses both logical and emotional aspects of the buying decision

Conclusion

The bottom line: You’re always building a case for your offers, but during non-promo weeks, you’re doing it more indirectly while establishing authority and delivering value.

You’re still moving prospects toward a buying decision but without the urgency or direct pressure of a promotional period.

This approach maintains list engagement while preventing subscriber fatigue from constant hard selling.

It also allows you to consistently deliver value between promotions, which builds trust and positions you better for future promotional period.