ClickFunnels School of List Building

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Are your emails getting lost in your subscribers’ spam folders? Do you want to boost your email open rates and engagement? If you answered yes, you need to listen to this episode of the List Building Lifestyle podcast! Dave Woodard, an email deliverability expert, shares his insider tips and tricks for maximizing your email deliverability. You’ll discover the secrets to improving your sender reputation, optimizing your email content, and avoiding spam traps. Don’t miss out on this valuable episode – click play now!

Guest: Dave Woodward is a seasoned business executive with a proven history of success across multiple industries. He currently serves as the CEO of ClickFunnels, a leading software company that helps businesses create and optimize sales funnels. Dave is also the host of the popular Funnel Hacker Radio Podcast, where he shares his expertise and insights on marketing, entrepreneurship, and business growth. With his extensive experience and knowledge, Dave is a valuable resource for anyone looking to build a successful business online.

[00:00] In this episode, Igor is joined by Dave Woodard to discuss how to maximize email deliverability for successful email marketing campaigns. Dave shares his insights on the factors that affect email deliverability, including sender reputation, content quality, and engagement. He provides his advice for improving sender reputation, optimizing email content, and implementing email authentication protocols. Dave also offers his recommendations for measuring email deliverability and avoiding spam traps and blacklists.

[01:18] The Story of Dave Woodard:

  • Once upon a time, there was a direct response marketer Dave, who owned a successful marketing agency in the mortgage business.

  • He started another business and soon sold it for a hefty profit.

  • Looking for the next challenge, David decided to look into this whole affiliate marketing thing, because he always felt there was more to the internet marketing scene than meets the eye.

  • He decides to attend a marketing seminar where Russell Brunson offers an opportunity to pay to have lunch with him and pick his brain. Dave knows you can only work your way up or buy your way up. So he proceeds to buy out Russell’s entire dinner calendar that weekend, and they quickly become friends for life.

  • Today Dave Woodward is the Chief Revenue Officer of ClickFunnels and the host of the ClickFunnels radio where he interviews the world’s top thought leaders on direct response marketing.

[02:45] Overarching Strategy To Manage Email List:

  • Our primary focus has been to go out and acquire as large of a list of buyers.

  • We have a large host of different front-end offers.

  • Then once they actually start a free trial, we have our free trial step and a two-step order process where they enter in their email address, they select a password, and then from there, they actually go in and at that point, then put in their credit card information to start their free trial.

  • The focus is to create as many offers, it’s possible to qualify the buyers.

[05:04] Dealing With Dead Subscribers:

  • We get about a 1% unsubscribe rate. So if we send out an email to 300,000 people, we’ll get about 3000 people who will unsubscribe.

  • I’m okay with that because if they’re not interested in what I have to say, I don’t want them on my list.

  • Buyers are the ones that actually open the email. They’re the ones that actually click the links, they’re the ones that actually buy. So when you start going after those buyers, it makes a huge difference.

  • People get so concerned with the size of their list, they forget about the quality of the list.

  • It’s not about having a million people on your list, it’s about having 100,000 people on your list that are actually buyers. Because those 100,000 people are the ones that are going to generate the most revenue for you.

[06:02] Segmenting Your Email List:

  • Identify where everybody is in the funnel. Let’s identify what is the messaging that needs to happen to them.

  • And then more importantly, let’s make sure that a custom message goes out to them to help ascend them to whatever that next step might be.

  • Figure out the right angle for that particular portion of the market.

[08:50] ClickFunnels’ Business Strategy:

  • Trying to make sure that we’re in their brain. We know where they’re at, what they ‘re thinking, what are their false beliefs, and what are the limiting beliefs that are preventing them from going to that next level.

[09:08] Following Up With Your List:

  • We look at follow-up in two different ways.

  • Russell refers to it as a soap opera sequence. It’s an indoctrination sequence, so when a person opts in, they’re expecting to hear something about that product or that service or whatever it might be.

  • The main idea behind it is that as far as the length of it is, it needs to be as long as it takes where the people are still engaged.

  • Once that soap opera sequence ends, they then fall down to what we refer to as our Seinfeld list which is very similar to the daily Seinfeld’s that you would see on Seinfeld shows.

  • We’re trying to help them consume content. And I think no matter what product or service you have, the consumption of that product is really super key.

  • Sometimes it’s just about nothing. It’s continuing the conversation. A lot of those Seinfeld emails aren’t pitching, they’re more educational.

[10:46] Identifying The Pain Point:

  • identify what is the pain point that they have, and put yourself in that situation, if you had that pain point

  • I think the real key here is to make sure that you understand your avatar, whoever that is.

  • When you know their fears, frustrations, concerns, their dreams, desires, and especially their enemies, you can sell against those, it creates a powerful conversation. It keeps the conversation going.

[14:17] Email Marketing Recap:

  • The soap opera sequence happens first, then you move into the Seinfeld sequence or also known as the infotainment emails, where it’s a little bit of information.

  • At the end of the week, there’s a recap email consisting of everything you’ve missed this week.

[16:55] Creating Bulk Content In A Short Time:

  • The hardest part for a lot of people is they feel like they just don’t know what to say.

  • Start documenting the process. The documentation of that process has created a ton of content.

  • The second thing I would say is to pay attention to your listeners, who’s ever following you whether it’s on Facebook or anywhere else. They have comments, they have questions.

[20:14] Tips For Beginners:

  • You have to become an attractive character.

  • Don’t be afraid to let people know about your weaknesses. Let people into your life, and help them understand where they’re coming from. I was in your same shoes, this is what I was going through.

  • People will buy on emotion because they fall in love with a character. That’s who they want.

  • The whole idea as far as becoming much more vulnerable, is too often people are trying to tell the story of the open wound. And that’s too painful. And it’s hard for your listeners, instead, to tell the story of the scar.

  • Let me tell you what I went through to get to where I’m at now. And by doing that, it just allows people to really engage in and connect with you more.

[22:44] Listen To More Episodes:



Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.