Inbox Insider #40 - November 2nd, 2025

Welcome to Issue #40 of "Inbox Insiders": Your Email List-Building Backstage Pass

In this issue:

1. By the Numbers: What worked and what didn't
2. Deep Dive: Why We Work

Welcome to Issue #40

"Inbox Insider" is my Sunday newsletter sharing the behind-the-scenes of what I'm doing to grow my email list to 100,000.

I share what works, what doesn't, and how I'm growing.

Thanks for reading.

Let's dive in:

By The Numbers:

My Email List

• Total Subscribers: 14,430 (last week: 14,476)
• Added last week (net): -60
• 5* Subscribers (engaged in the last 30 days): 9,495 (last week: 9,679)

My Ad Account - Lead Magnets:

• Ad Spend: $385 (last week: $385)
• Gross Leads from FB: 205 (last week: 238)
• Cost per lead: $1.87 (last week: $1.62)

Instagram (@emailschool): Started Feb 1st

• Total Subscribers: 544 (+1 this week)

Email School (Email-Focused Membership):

1. Paying Members: 243 (-1 from last week)
2. Monthly Recurring Revenue: $4,891 (-$30/mo from last week)

Other Audiences:

• LinkedIn Newsletter: (172 subscribers; 2 this week)
• YouTube: 767 (+4 this week)
• Featured Video: Steal My Workshop Planning Sheet (It Runs Everything!)

Deep Dive: Why We Work

Little Italy

What's something you'll always spend money on without second-guessing?

A few years ago, we were on a family trip in San Diego.

My wife, an event planner, just wrapped up Pat Flynn's first (and I think, last) event, and I flew out there with the boys for vacation.

I was still embroiled in money mindset issues at the time.

One symptom was my refusal to spend money on petty expenses.

Specifically: Coffee.

I'd drink the weak stuff in the hotel lobby...

Or the gross pods they give you in cheap hotel rooms...

But I had a breakthrough on this trip: I'd buy as much coffee as I wanted without judgment.

Luckily, coffee is about $3, so even if I went crazy, I'd be out $12-$15 per day.

For the few days in San Diego, I bought as much coffee as I wanted, and the sun still rose and set each day.

The only change was my perception of money.

Joshua Tree

2 years ago, I went to a small mastermind event in Joshua Tree.

On the first day, they took us through an exercise called "The Rules of Engagement."

It was pretty simple; we just had to write down our non-negotiables for running our business.

"Don't work weekends."

"Log off at 4 pm."

Stuff like that.

I wrote down, "Order whatever I want at a restaurant."

This may sound simple, but it was huge for me.

I grew up splitting the tab on a $2.29 basket of chips and salsa and 2 waters at Chili's.

For much of my 20s, I never dreamed of ordering apps or dessert, let alone an alcoholic beverage.

Now?

Everyone I dine out with knows my rule.

If you offer to pay for my dinner, know that I will order whatever I want.

I don't mean the most expensive thing, I just mean whatever I want.

I might get a salad.

I might get a Tomahawk steak or two. Depends on what I'm in the mood for.

Let me put it another way before you start getting judgey.

"I want to make enough money that whenever I go out to eat, I order whatever I want without thinking."

And when you do the math, this may mean spending $100-200 more per month on eating out.

It's not truffle oils and caviar...

It's a mindset thing.

I tell my kids, "Order what you want. Eat what you get."

That meant that one night, at a steakhouse, my middle son ordered the bone marrow appetizer b/c he wanted to try it.

Lucky for him, I have a rule.

Lambeau Leap

As I type this, a friend of mine used her business proceeds to buy end zone tickets at the Packers game.

Another friend, Jonathan Goodman, took in Game 7 of the World Series last night.

Both run online businesses.

Both are successful.

Both are using their businesses to create income to create experiences for those around them.

That's what I'm talking about.

24 hrs in California

Last Wednesday, I took Luke (17) out of school. Jake (19) called off work.

We headed to the Denver airport and flew to Burbank to go to Halloween Horror Nights at Universal Studios.

We screamed our heads off and crawled into bed at 2am before flying home the next day.

It was really financially irresponsible.

Plane tickets. Food. Park tickets. Parking. Souvenirs.

But...

When I put the truck in park in my driveway upon returning home, Jake reached across the middle console from the passenger seat and gave me a big hug.

"Thank you Dad. I had SO MUCH FUN."

I don't know how to bottle that.

But that is what this email is about.

It's about having enough profit to create experiences with those that you care about.

That's why I work.

Thanks for reading,

~ Cody

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