Every great offer deserves a refresh — and in this episode, Liz Wilcox, the Fresh Princess of Email Marketing, breaks down exactly how she's evolving her signature Annual Pass from 2023 to 2024. From the original 2021 launch to today, Liz shares how she's refined the offer to better serve her audience, create more accountability, and help members grow their email lists in the year ahead.

Episode Highlights

• A full history of the Annual Pass — how it started as a one-email launch that sold out in hours.

• The Costco-inspired pricing model: $108 for a full year of access, with no upsells or price changes.

• How the offer evolved each year:

  • 2021: Simplicity — one email, 100 passes sold.

  • 2022: Added a loose schedule of upcoming trainings.

  • 2023: Introduced live cohorts, accountability groups, and live teaching.

  • 2024: A full focus on list building and consistency, with seven live events.

• The emotional side of evolving an offer — keeping it fresh while staying aligned with customer needs.

• Why Liz refuses to raise the price despite adding more value each year.

• The "teacher energy" behind the new live event structure and what it means for pass holders.

Key Takeaways

• Keep your offers fresh: Every launch is a chance to tweak, refine, and better serve your audience.

• Add support where it's needed: Accountability and live guidance make all the difference in long-term success.

• Focus on what drives results: For 2024, that means helping members grow their email lists consistently.

• Stay consistent with your values: Liz's promise remains — high value, low cost, and no price hikes.

• Celebrate evolution: The best offers grow alongside their communities.

Links and Resources

Here is the link to purchase Email Marketing Membership Annual Pass