The latest instalment in The Million Dollar Series
Make your email list the most reliable income for your business
Million Dollar Emails hands you the exact system behind £1.5 million a year in email revenue: write emails your customers open, enjoy and buy from.
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The marketing mistake that nearly killed Pip Decks
For years, the engine of our business was Meta ads. We spent millions on Facebook and Instagram every year. And it worked. It worked very, very well. You could put £1 in and £10 came out.
Why focus on anything else when this marketing channel was so profitable?
Then, more or less overnight, it stopped working.
It wasn’t just us. Millions of businesses suffered huge losses. The ads that had printed money for years simply didn’t anymore. No matter how many new ads we put into the system, we struggled to see a return on our investment.
(If you think we’re exaggerating, go visit marketing subreddits like r/FacebookAds. It’s still a bloodbath there.)
We were literally burning thousands of pounds a day. You can imagine how we felt.
We were f&@%ing terrified.
Thankfully, we had been capturing the email addresses of customers who landed on our website from the ads. Without realising it, we’d grown a mailing list of thousands of Pip Decks fans. We’d been nurturing the list too: sharing stories, lessons, genuinely useful things, and yes, making plenty of sales too.
So when the ads machine went kaput, we had somewhere to turn. We started selling almost exclusively to our mailing list... and guess what?
They bought!
The customers in our mailing list saved the business, because we’d been giving them free value for years.
Our email list earns us over £1.5 million a year
The cost of running it? A monthly subscription for our email marketing software. That’s it.
- No burning cash on ad creative that doesn’t convert
- No algorithm hiding our stuff from our audience
- No platforms suddenly vanishing overnight (remember, Vine?!)
We hit send on an email, and every name on the list gets our message.
To get there, we’ve sent thousands of emails across 5 years.
Some worked brilliantly. Some flopped. But every single one taught us a lesson, and those lessons compounded into a refined system.
This isn’t luck. We don’t chase popular trends or go viral. We simply followed a small set of principles, week after week, and our mailing list turned into the most reliable revenue channel we have.
Introducing: Million Dollar Emails
Write the kind of emails customers love to read (and buy from, again and again).
Writing to your mailing list shouldn’t feel like a chore. But for most business owners, that’s exactly what it is. You sit down to write the next email, and suddenly it’s hard to know where to start, what to say, or how to get it opened by their mailing list. Should you push the latest product? Share a story? Just send the weekly update?
It’s easy to either trail off into something dull and corporate, or to lean too hard on the sale and end up sounding like every other promotional email in the inbox.
Million Dollar Emails is a book that shows you how to turn the everyday material of running your business into emails people love to read and purchase from.
You’ll be learning from Jacob Welby, who has been the mastermind behind the Pip Decks mailing list of 200,000+ subscribers and helped grow it into a channel that brings in over £1.5 million a year.
He’ll walk you through the same step-by-step process Pip Decks uses for every single email we send.
You’ll also get worked examples of real Pip Decks emails, broken down line by line, so you can see exactly how the principles work on the page.
Most importantly, you’ll come away with a system. A way to find an idea worth writing about, shape it into a story the reader can’t stop reading, and ask for the sale in a way that feels completely natural to you. No more staring at a blank screen. No more guessing whether the email is “good enough” to send.
Just a clear, confident process for turning your mailing list into the most reliable channel in your business.
Here’s what’s inside…
Section 1
Give Before You Ask
Most emails do nothing but ask the reader for something (Buy this! Read this blog! Book a call!). The reader gets nothing back from the relationship in return, so after a while they stop opening, and eventually they unsubscribe.
The best emails do the opposite. They turn up with something inside that’s worth the reader’s time, whether or not the reader ever buys anything from you. It might be a story they enjoy reading, or a piece of inside knowledge they can apply this afternoon. Either way, the reader walks away with something valuable, and the trust between you grows a little stronger.
That’s what we call the Generosity Mindset, and it’s the foundation of everything else in this book. The businesses that win at email are the ones who give more than they take, and we’ve regularly made thousands of pounds from a single email at Pip Decks by sticking to this one rule.
This section teaches you:
- The Generosity Mindset and why it’s the foundation of every great email
- The three rules every great email follows (and how to hit all three at once)
- The five common mistakes that make even generous emails fall flat
- One email, one lesson, one ask — the single decision you make before writing a word
Section 2
Tell a Story
Logic doesn’t move people to buy. A story does.
Storytelling is the secret behind our success with emails. Most businesses fail to realise that emails are a storytelling medium. This section shows you how to turn dry information into an email the reader wants to read top to bottom - whether the email is 200 words long or 1000.
If the idea of telling stories in your emails makes you anxious, don’t worry. This section shows you:
This section shows you:
- The four places to find your best stories
- How to craft your story (spoiler alert: you write it backwards)
- How to craft your email that pulls the reader from the first sentence to the last
Section 3
Get It Opened
None of the above matters if nobody opens the email in the first place.
How do you decide which emails to open, and which ones get archived without a second glance? You scan the sender names. You glance at the subject lines. You decide in less than a second.
When you’re sending emails, you’ve got about thirty-five characters to spend on a subject line, and a reader who is, in all likelihood, doing three other things at the same time as scrolling past.
Get the subject line right and your open rates can double or even triple, overnight, without changing a single word of the body. Get it wrong, and the best-written email in the world never gets read.
The subject line at the top is the highest-leverage piece of writing in the whole email, but oddly enough, it’s the part most business owners tend to spend the least time on.
This section covers:
- The element of surprise in your subject lines
- The thin line between curiosity and clickbait
- Four subject-line frameworks worth stealing
- Format mistakes that send emails straight to spam
- The most underrated weapon in email marketing: preview text
Take a look inside
A peek at the opening pages. Tap any page to view it full size.
You probably know you should be emailing your list more. And yet... you don’t.
It probably comes down to a handful of beliefs that feel like common sense but are costing you money.
Let’s deal with them now, one at a time…
False belief #1
“Email is dead. Nobody reads it.”
Sure, email isn’t sexy. It doesn’t have the cool factor that TikTok or Instagram has, and nobody has ever bragged about their email list at a party. I get why it’s tempting to go chasing the newer, shinier platforms in the hope of going viral instead.
But email is proven. It has been around longer than every social platform that came after it, and it has outlasted them all. The fad of the moment changes every couple of years, but email is still here.
People still check their email several times a day. They use it for everything that actually matters in their lives, especially anything to do with work or money. The inbox is where the serious business of the internet still happens.
The people on your list signed up to be there. They handed over their email address and asked to hear from you. Your job is to give them something worth opening.
And nobody can take an email list off you. TikTok or Instagram can change their algorithms overnight and the audience you spent years building suddenly disappears. With email, you hit send and every name on the list gets the message, with nothing standing in between.
False belief #2
“I need a big list before it’s worth starting.”
False. A list of 50 people reading all your emails beats out a list of 50,000 people who never do. Those 50 people are far more likely to engage with your content, trust your opinions and ultimately buy your products.
A large, dead list is often worse than no list at all. You’re likely paying more for a larger list without getting the return on investment. And worse, you’re taking deliverability hits because so few people are engaging, which means even the readers who DO want to hear from you can start finding your emails in their junk folder.
Don’t fall for the ego boosting numbers.
We remove thousands of users from our list each year to keep it engaged. If somebody hasn’t opened an email from us in six months, we send them a quick “are you still interested?” prompt. If they don’t reply or open the next few emails after that, we let them go.
A small, engaged list compounds in a way a big cold list never can. Every email you send builds a little more trust with the people who are actually reading it. Over time those readers turn into customers, and those customers tend to come back and bring others along with them. None of that happens with a big cold list, no matter how impressive the number on the dashboard looks.
So start with whatever list you’ve got, however tiny it might be. That’s the right place to begin.
False belief #3
“My niche is boring. There’s nothing to write about.”
Take any business you can think of and you’ll find stories worth telling.
A coach has hard-won lessons. A sandwich shop has recipes and cooking techniques. A sock company has behind-the-scenes craft and the mission they’re funding.
The stories don’t even have to come from your niche! One of our most popular emails starts with a conversation Charles (CEO & Founder of Pip Decks) had with his son. Another focuses on air traffic controllers in the 1950s.
You’re not restricted to telling stories from your niche - you can bring in your interests, your hobbies, your life. Anything can be turned into a metaphor to educate or entertain your audience. Million Dollar Emails shows you how.
False belief #4
“I don’t have time to email regularly.”
I get it. Running a business already eats every spare hour, and the idea of carving out time to write emails on top of everything else can feel impossible.
But every week you put it off is a week you’re choosing to leave money on the table.
The good news is that you don’t need as much time as you think. A good email takes about an hour to write once you’ve learned the system in this book.
Send one a week, every week, and you’ve got a year of compounding trust with your audience.
Most people writing in tell us they fit it in around everything else, often on a quiet Friday afternoon or during a long lunch break.
The time you put into email is some of the highest-leverage time you’ll ever spend in your business. An hour writing a Facebook ad reaches strangers who may never buy. An hour writing an email reaches people who are passionate about you and your work.
So start small. One email a week, on a day that suits you. Within a few months, the list will start paying back tenfold.
Special Bonuses
Master the craft of email writing with real annotated examples, a swipe file of 100+ subject lines, ready-to-use idea prompts and a complete diagnosis guide.
Bonus 1
The Anatomy of a Million Dollar Email
Five real Pip Decks emails, annotated line by line.
Bonus 2
The Million Dollar Subject Lines Swipe File
Over 100 subject lines, grouped into 12 hook types.
Bonus 3
The Email Idea Vault
50 ready-made prompts to spark your next email.
Bonus 4
The Email Diagnosis Guide
Diagnose and fix the four most biggest email marketing problems.
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Frequently Asked Questions
Who is this for?
Small business owners, marketers, freelancers, coaches and creators. It doesn’t matter whether you’ve got 1000 subscribers or just 1.Million Dollar Emails shows you how to craft addictive emails that your audience love to open, purchase from and recommend to their friends.
Do I need any Pip Decks to use this?
No. The book stands completely on its own. If you happen to ownStoryteller Tactics or Copywriting Tactics, great! You’ll be ahead of the curve.
When do I get the bonuses?
You’ll get instant digital access to the bonuses after purchase.
Can’t I just use AI to write my emails?
Trust me when I say the fastest way to lose subscribers is to show you don’t value them. When you send clearly AI-written content, you’re proving to your customers that you don’t value them enough to spend time contacting them. You’re being greedy - you’re trying to extract value from them without putting in the effort. Email writing is a deeply human practice. You’re one human, speaking to another. Act like it.
What is your returns policy?
Digital-only purchases are non-refundable once accessed, in line with our refund policy. That said, if you genuinely put into practice what the book teaches and still have not found it valuable, get in touch and we’ll arrange a refund.