Most business owners ignore email marketing. Alex Hormozi calls this “hating money.”

Over 90 days, Hormozi’s portfolio company Acquisition.com sent just under 10 million emails and generated tens of millions of dollars in revenue. His “Mozi Money Minute” newsletter consistently achieves 35.7% open rates and 8.5% click-through rates - roughly double industry averages.

The tactics behind these results are not complicated. They require discipline, not genius. This guide breaks down the 10 specific email marketing strategies Hormozi uses, supplemented with industry research on what makes email the highest-ROI marketing channel available.

Why Email Marketing Deserves Your Attention

The economics of email are staggering. Industry research shows that for every dollar spent on email marketing, businesses see an average return of $36. Some sectors perform even better - retail and ecommerce report $72 returns per dollar spent.

Hormozi frames it simply: “Imagine if there was a stock investment that you could 50x in a week. That’s kind of like what email is.”

The leverage is extraordinary. One email writer can reach 10 million people simultaneously. The only costs are software and the time to write. Every other marketing channel requires ongoing spend to reach audiences - paid ads disappear when budgets stop, social algorithms decide who sees posts. Email gives you direct, owned access to people who opted in.

Email Consumption Has Not Declined

Despite predictions of email’s death, consumption remains robust across every demographic:

61% of people check email multiple times per day
20% check multiple times per hour
Usage is uniform across age groups from 15-24 to 65+
376 billion emails are sent daily in 2025, projected to reach 408 billion by 2027

Email transcends age, geography, and platform preferences. It remains one of the few truly universal digital communication channels.

The Email Opportunity Most Businesses Miss

Hormozi admits his biggest business mistake was waiting 13 years to start emailing. At Gym Launch, he did not email for the first two or three years. When his portfolio companies finally implemented email follow-up at School, they saw a 40% lift in conversions immediately.

The email you already have from customers and prospects represents pure upside. You already paid to acquire that contact. Email is simply reminding them you exist. The cost is essentially zero beyond software and writing time.

Tactic 1: Make Unsubscribing Easy

This counterintuitive advice appears first because it protects everything else. Most marketers fear unsubscribes. Hormozi sees them differently.

“If I see a brand try and make unsubscribing hard, I hate them,” he explains. Making unsubscribing difficult does not keep people engaged - it makes them go dormant, which is actually worse for your business.

Why Dormant Subscribers Hurt Deliverability

Email providers track engagement across your entire list. When you send to people who never open, never click, and never respond, you signal that your emails are unwanted. This damages domain deliverability over time.

Sending for vanity metrics - “look at my list size” - actively decreases the likelihood that people who want your emails actually receive them. Research confirms that keeping bounce rates under 2% and maintaining healthy engagement metrics protects sender reputation.

Unsubscribes Are Not Insults

Hormozi notes that many people who unsubscribe from his emails still show up to his workshops. Unsubscribing does not mean they do not want to buy. It might mean:

That particular inbox is not where they want marketing messages
They prefer a different content format
They are cleaning up their inbox but still follow you elsewhere

Every day, thousands of people unsubscribe from Hormozi’s Instagram and YouTube. The net growth still exceeds churn. The same math applies to email - as long as more people subscribe than unsubscribe, the list grows.

The First Email Purge

When you start emailing a list that has been dormant, expect higher-than-normal unsubscribe rates. Hormozi calls this “shaking the tree” - pulling forward churn that would have happened anyway.

His first email to the Mozi Nation list had a 1% unsubscribe rate, which he describes as “crazy.” But subsequent emails settled to 0.42% per send. The initial purge removes disengaged contacts and improves list health for future sends.

Tactic 2: Segment Your List for 760% Higher Revenue

HubSpot research found that segmented email campaigns generate 760% higher revenue than non-segmented ones. Additional studies confirm that segmented campaigns achieve 46% higher open rates and 100% higher click-through rates.

The logic is straightforward: sending the right emails to the right people increases the likelihood they buy.

The Mismatch Problem

Hormozi illustrates with his own audience:

A beginner email sent to advanced entrepreneurs: “This is not for me”
An advanced scaling tactic sent to pre-revenue starters: “This doesn’t apply”

The email quality becomes irrelevant when the audience match is wrong. A perfectly written email about enterprise value optimization will not resonate with someone trying to make their first sale.

How to Segment

Acquisition.com segments on revenue brackets during opt-in:

0-100K
100K-500K
500K-5M
5M+

When sending emails, they can target specific segments: “Let’s send this scaling workshop promotion to the 5 million plus list. Let’s send this beginner tactic to the 0-100K segment.”

Other effective segmentation criteria include:

Industry or vertical
Product purchased vs. prospect
Engagement level (active vs. dormant)
Content interests based on click behavior
Geographic location for time-zone-specific sends

The Honest Self-Segmentation Problem

Hormozi notes a common issue: people lie when segmenting themselves, thinking they will get better content if they choose a higher tier. “You’re just going to get stuff that doesn’t apply to you. Just be honest when you’re putting your info in.”

This is worth addressing in opt-in flows. Explain that accurate information leads to more relevant content, not gatekeeping to an inferior experience.

Tactic 3: Build a Consistent Email Template

Hormozi approaches his newsletter like a podcast - a recognizable format that builds brand equity over time.

The Mozi Money Minute follows a predictable structure:

Subject line: “Mozi Money Minute + [topic hook]”
Opening quote or tweet: Immediate reward for opening
Tactical content: Under 200 words, one clear concept
Call to action: Relevant to the content
PS statement: Additional engagement hook or meme

Why Consistency Beats Novelty

Hormozi considered split-testing subject lines aggressively but chose brand-building instead: “If I can develop the brand of Mozi Money Minute to be very strong, eventually it will get to the point where independent of what I have after Mozi Money Minute, when people know they always get value in the past when they read it, they’ll just click.”

Think about McDonald’s. You expect Big Mac, fries, Coke. Today’s Big Mac is different from yesterday’s, but you want it to be just as good, not different. The same principle applies to email - readers should know what they are getting and trust it will be valuable.

Reward Every Action

Hormozi thinks in terms of reinforcement cycles. Every action a reader takes should be rewarded:

They open the email: Reward with immediate value (the opening quote)
They read the content: Reward with actionable tactics
They click a link: Reward with deeper content that delivers on the promise

Behavior works because of what happens after the action, not before. People do things because they did them previously and were rewarded. Build your email to reinforce positive engagement at every step.

Tactic 4: Always Include a PS Statement

Beyond the headline, the PS statement is the most-read part of any email. Not including one is, as Hormozi puts it, “PS stupid.”

How to Use the PS Statement

The PS serves multiple purposes:

Reward for reading: After consuming the main content, the PS provides additional value - whether a bonus tactic, a relevant meme, or exclusive content.

Drive clicks: Hormozi wants readers to click on things regularly because you are training the audience to be rewarded for clicking. When you send a blog post link, do not include the full post in the email. Put an interesting nugget, then link to the full version.

Maintain engagement signals: Email providers track click behavior. Consistently getting clicks tells Gmail and others that your emails drive engagement. This improves deliverability over time.

PS Content Options

Hormozi varies his PS statements:

Memes related to the email topic
Teasers for upcoming content
Alternative CTAs for different audience segments
Real examples referenced in the main content

The key is making the PS worth reading. If it consistently delivers value, readers will scroll down specifically to find it.

Tactic 5: Optimize for Mobile

55-60% of emails are opened on mobile devices. If your emails do not display correctly on phones, you are losing the majority of your audience.

The Mobile Optimization Checklist

Check how images render on small screens
Verify links are easily tappable
Ensure text is readable without zooming
Test subject line display on mobile preview
Confirm CTAs are prominent and accessible

For ecommerce businesses using image-heavy emails, mobile optimization is critical. Broken images or misaligned layouts look unprofessional and tank click-through rates.

Hormozi recommends always previewing emails on both desktop and mobile formats before sending.

Tactic 6: Use Plain Text for Better Deliverability

The ideal email looks like something you would exchange with a colleague or friend: mostly text, a handful of sentences, maybe a link, probably no images.

Why Plain Text Wins

Modern spam filters use AI to evaluate emails. They recognize promotional patterns:

Multiple images
Heavy formatting
Multiple links
Money-related language
Vegas Strip visual designs

Emails matching these patterns get routed to the promotions tab - what Hormozi calls “email death” because almost no one checks it regularly.

Nearly 17% of B2B marketing emails never reach the inbox - they are blocked entirely based on domain authority and sending patterns. The more your emails look like legitimate correspondence, the better your placement.

Specific Recommendations

Keep image count minimal or zero
Limit to one or two links maximum
Remove money language from subject lines and body text
Use standard formatting rather than fancy templates
Reply requests (“hit reply and say yes”) improve deliverability signals

The Google-Native Trick

For even higher deliverability, Hormozi suggests linking to Google-native content: YouTube videos, Google Drive files, or Google Docs. Gmail understands these links and can verify the destination, reducing spam suspicion.

Tactic 7: Optimize Preview Text

Preview text is the snippet that appears after the subject line in most email clients - typically the first 150 characters of your email body.

The 24% Open Rate Lift

Hormozi reports a 24% increase in opens from optimizing preview text. One out of four people check that text before deciding to open. It takes 10 seconds to customize and pays immediate dividends.

Preview Text Best Practices

Without customization, preview text defaults to your first sentence, which might be “Hey John” or other non-compelling filler.

Instead, front-load your most valuable nuggets:

Curiosity-inducing statements
Specific numbers or results
Questions that demand answers
Teasers for what the email contains

Treat preview text as a second headline opportunity. Both elements together determine whether your email gets opened or scrolled past.

Tactic 8: Send at Optimal Times

Timing affects open rates significantly. Research from multiple sources points to consistent patterns:

Best Days by Audience Type

B2C (Business to Consumer):

Monday and Tuesday perform best
Average 18% higher open rates than other days
Consumers are more distracted mid-week

B2B (Business to Business):

Wednesday shows the strongest performance
Comparable lift to B2C optimal days
Business people catch their breath mid-week after Monday/Tuesday workload

Best Times of Day

Two sweet spots emerge across research:

10 AM to 12 PM: Right before lunch, after morning email clearing
1 PM to 3 PM: Right after lunch, before afternoon meetings

Early morning sends face competition from overnight emails and urgent business matters. Late afternoon competes with end-of-day rush.

Time Zone Considerations

For national or international lists, time zones dilute the impact of precise timing. Hormozi sends on Pacific Standard Time while acknowledging that international audiences represent half his list.

Local businesses with single-timezone audiences can optimize more precisely. National businesses should focus on getting timing roughly right rather than obsessing over perfect precision.

Tactic 9: AB Test Subject Lines

Even with a branded subject line format, the words after “Mozi Money Minute” still influence opens.

How AB Testing Works

Most email platforms let you:

Create two subject line variants
Send each to a small percentage of your list (10-20%)
Measure which variant generates higher opens
Automatically send the winner to the remaining list

YouTube now does this automatically with thumbnails and titles. Email marketers should take advantage of similar functionality.

What to Test

Numbers vs. no numbers
Questions vs. statements
Length (short vs. long)
Curiosity hooks vs. direct value statements
Emoji usage (though often hurts B2B)

Even small improvements compound. A 5% lift in open rates across 52 weekly sends adds up to meaningful additional engagement over a year.

Tactic 10: Nail the Opt-In Sequence

The moment someone joins your list is your highest-leverage opportunity. They just took action. Their motivation is at peak levels. Use it.

The Hormozi Opt-In Email Structure

Build anticipation: Mention upcoming announcements or exclusive content
Resell the subscription: Explain what they will get beyond the lead magnet
Request engagement: Ask them to reply (this improves deliverability)
Deliver the promised content: Only after setting expectations

Why Asking for Replies Matters

When someone replies to an email, it signals to Gmail and other providers that this sender is legitimate and wanted. Email algorithms prioritize senders with high reply rates.

Hormozi asks new subscribers to reply “yes” to receive bonus content. This simple exchange:

Delivers value through the bonus content
Generates a reply that improves sender reputation
Establishes a two-way communication pattern
Segments engaged subscribers from passive ones

Sell the Subscription, Not Just the Lead Magnet

Many people opt in purely for the immediate freebie. If your first email only delivers the download link, they get what they wanted and ignore everything else.

Before providing the lead magnet, explain the ongoing value:

What topics you cover
How often you send
What makes your emails worth reading
Upcoming exclusive content

Hormozi teases bonus chapters from his books, workshop invitations, and tactical content that only subscribers receive. The lead magnet is the entry point, not the destination.

Cadence: How Often Should You Send?

The best email marketers Hormozi consulted recommended three times per week as the optimal cadence. More frequency generally means more conversions - up to a point where people feel bothered.

Quality Protects Frequency

The frequency ceiling rises with email quality. If every email makes readers money, they want more. If emails waste time, they want fewer.

“I would rather just extend a period of time where I haven’t talked to somebody and just make sure that what I send them is good,” Hormozi explains.

Starting Cadence Recommendations

Beginners: Start with once a month
Building confidence: Move to twice a month
Established: Weekly or twice weekly
Advanced: Three times per week if quality sustains

Hormozi wrote 24 emails in half a day and realized he had a full year of bi-weekly content ready. The barrier to starting is often mental, not practical.

The No-Commitment Approach

Hormozi does not publicly commit to a specific cadence. “I never want to feel like I have to make something because then whenever I have to make it, it’s not as good as I want it to be.”

If he has four good emails, four go out. If he has zero, nothing goes out. Quality threshold trumps arbitrary schedule adherence.

The Speed-to-Lead Bonus Tactic

One tactical email that performed exceptionally well covered speed to lead - a principle with staggering ROI implications.

The Harvard Business Review Research

A landmark study analyzing over 2 million sales leads found that companies contacting leads within one hour were seven times more likely to qualify them than companies waiting even 60 minutes. Additional research shows that calling within 60 seconds of opt-in generates 391% higher conversion rates.

“Is there anything else on your docket that could quadruple sales?” Hormozi asks. “If there’s nothing else that can do it, then that should be the priority of the business.”

This connects directly to cold email strategies where response time dramatically affects conversion rates.

Applying Speed to Lead

For businesses with inbound leads:

Implement instant notification systems
Staff appropriately for rapid response
Use automation to initiate contact while human reps prepare
Track response time as a key metric

The investment in faster response pays for itself through the conversion lift.

Testimonials That Convert

Another high-performing email covered testimonial optimization - specifically, how to get better hooks from customer stories.

The Pain-Based Hook Formula

Hormozi reviewed 2,500 testimonials from Gym Launch and identified a pattern in the top performers. All four best-performing testimonials started with pain-based hooks:

“We were two months away from shutting our doors”
“We were barely making enough to survive”
“I paid payroll, rent, and finished the month with $0 of profit”
“I pay all my expenses every month, work all day, and end up with $0 of profit”

Two of the top four mentioned “zero dollars of profit” - a visceral, specific detail that resonates.

How to Get Better Testimonials

Do not ask: “How was life before you started working with us?”

Do ask: “What was your worst moment?”

Moments make hooks. Details make them powerful. “Stuff was hard” means nothing. “Two months away from shutting our doors” creates visceral emotional connection.

This principle applies to cold email personalization as well - specific details outperform generic statements every time.

Measuring What Matters

Open Rates vs. Click-Through Rates

Apple’s Mail Privacy Protection has made open rates less reliable. Apple Mail accounts for 46% of email clients, and privacy features artificially inflate open rate reporting.

Hormozi reports 35.7% open rates but acknowledges uncertainty: “I don’t know how accurate that stat is.” What he does know with confidence is his 8.5% click-through rate - a metric that cannot be inflated by privacy features.

Benchmarking Your Performance

Industry benchmarks for 2026:

Average open rate: 37-43%
Average click-through rate: 2.1-2.5%
Average unsubscribe rate: 0.5-0.9%

Hormozi’s 8.5% CTR is roughly 4x the industry average - evidence that the tactics in this guide actually work.

The Long-Term CTR View

Do not optimize each individual email for clicks. Some emails should give more than they ask. Balance over time matters more than maximizing every send.

“Think about it less about each email but what my overall CTR is for my emails in general,” Hormozi advises. Deposit value before withdrawing attention.

Putting It All Together

Email marketing remains the highest-ROI channel available to most businesses. The tactics are not complex:

Make unsubscribing easy to protect deliverability
Segment lists for dramatically higher relevance and revenue
Use consistent templates to build brand recognition
Include PS statements in every email
Optimize for mobile viewing
Send plain text for better inbox placement
Customize preview text for 24% more opens
Time sends appropriately for your audience
AB test subject lines systematically
Nail the opt-in sequence to establish engagement

The barrier is not knowledge. It is action. Hormozi waited 13 years to start emailing because he was “so select with attention” that he would rather send nothing than send something bad.

Write 12 emails. Schedule them monthly. You now have a year of email marketing ready. Everything else is bonus.

The day you start is the day you start getting 35x+ returns on the time and money invested.

7 Critical Cold Email Changes Coming in 2026 - How deliverability rules have shifted
The Complete Cold Email Deliverability Guide - Technical setup for inbox placement
The Show Me You Know Me Method - Personalization strategies that achieve 43% open rates
Instantly - Email platform with built-in warmup and unlimited accounts
Smartlead - AI-powered sending with deliverability optimization
MailReach - Dedicated warmup and spam testing platform
Apollo - 210M+ contact database for list building

10 Email Marketing Tactics That Generated Millions: Alex Hormozi's Framework