Hey it's Idris from Retentiononly.
Most brands treat email like an afterthought.
Mars Men built a $100 million business on it.
I went through their entire funnel. The pop-up. The welcome flow. The browse abandonment flow. Their Father's Day campaign. Every email they're sending.
And the crazy part?
None of it is complicated. It's a handful of plays, executed relentlessly. Plays you can copy this week.
Here are the 5 that matter most.
Prefer to watch instead of read? Full breakdown here: [VIDEO LINK]
Play #1: An offer so aggressive people can't ignore it
Most pop-ups offer 10% off.
Marsman offers 50%.
Why? Because they sell testosterone support. People are skeptical. "Is this legit? Is it safe? Will it work?"
The pop-up's job isn't to answer those questions. Its job is to get people into the funnel. The welcome flow does the actual selling.
Action Steps
If your product carries hesitation, make your front-end offer big enough to overcome it. Get them to sign up to your newsletter. Nurture them first and sell them after.
Play #2: Sell a mission, not a product
Mars Men's welcome flow doesn't say "here's your discount, don't forget your discount, last chance."
It says: welcome aboard. Launch kit. Prepare for liftoff.
Customers aren't buying capsules. They're joining a mission to become stronger, more energized, more in control.
Then they stack the offer: supplement + testosterone guide + travel tin + free workout month + free shipping + 90-day money-back guarantee. Broken down to price per day.
Now you're not comparing their bottle to another bottle. You're comparing a full bundle against doing nothing.
Action Steps
Stack value until your offer is incomparable. If people hesitate on price, don't discount more. Increase perceived value instead.
Play #3: Handle every objection before it's raised
Look at any Mars Men email and you'll see the same elements on rotation:
Big social proof numbers (240,000+ customers). Customer photos and testimonials. A medical advisory board. Ingredient breakdowns explaining what does what. Comparison tables against TRT. And the 90-day guarantee, everywhere.
Every element exists to kill a specific objection.
Action Steps
Write down every objection your customers have. Build one asset to handle each. Then rotate them through every email you send.
Play #4: Resell, don't remind
Most browse abandonment flows say "still interested?"
Mars Men restarts the entire sales conversation. They re-show the launch kit. Re-state the 50% off plus gifts. Re-explain the ingredient benefits. Re-mention the guarantee.
Because people don't leave your site because they decided no.
They leave because they got distracted or weren't convinced yet.
Action Steps
Treat abandonment emails as a second pitch, not a nudge. New reason to buy, benefits restated, objections handled, easy next step.
Play #5: Attach your offer to identity
Their Father's Day campaign wasn't "Father's Day Sale, $39 off."
It was: what kind of dad do you want to be? Your kids are watching. Do you have energy after work? Are you present with your family?
Emotion (fatherhood) + urgency ($39 off, deadline Father's Day) + fear (missing the deal and staying the same).
That beats a generic discount email every single time.
Action Steps
Tie your seasonal campaigns to who your customer wants to become, not just what they can save.
Here's the big takeaway
Mars Men didn't reinvent email marketing.
They found their winning offer, their proof, and their psychological triggers. Then they distilled them into every email and rotated the angles so it never gets boring.
That's a system. And systems compound.
If you sell a decent product, 20–30% of first-time buyers come back. With a subscription, 70–80% reorder. Email is what gets them to that first purchase.
Want to see exactly where your email funnel is leaking money and how to plug it with plays like these?
If your brand is doing at least $100k/mo, apply for a free audit here: [APPLY HERE]
Or watch the full Marsman breakdown here: [VIDEO LINK]
Speak soon,
Idris