Spoiler: classic email marketing tactics don't work for every online business. Can complex marketing funnels, slow drip campaigns and content upgrades actually hurt sales? Matt and Andrew dive into the details of Matt's multi-month experiment trying to optimize his sales funnel at Swim University. They pick through Matt's sales stats, walk through his elaborate email set up for converting readers to customers and debate why a complicated funnel wasn't the right move for his website. Get ready to talk UTM codes, conversion rates and customer avatars. Enjoy!

P.S. Check out Matt's full write up about his email marketing experiment here: Moneylab.co/email-funnels