Podcast Summary: The Email Sound Booth with Liz Wilcox

Episode 169: Why Funnels Don't Work the Way They Used To

Date: October 30, 2025
Host: Liz Wilcox

Episode Overview

In this episode, Liz Wilcox addresses the changing landscape of email funnels for online businesses. Responding to a subscriber question, she digs into why traditional "set it and forget it" funnels no longer deliver as they once did, and offers actionable advice for those looking to build meaningful connections and drive sales through email marketing. Liz's signature candid and energetic style shines through as she breaks down practical realities, shares lessons from her own business, and encourages listeners to rethink their approach for more authentic, profitable results.

Key Discussion Points & Insights

1. The Problem with "Set It and Forget It" Funnels

• Funnels Feel Impersonal and Outdated ([02:10])
  Liz describes attempting a classic email funnel for her $9 product, extending her welcome sequence but ultimately abandoning it:

  "I ended up turning it off because I just realized I don't really need that. It's $9, you know, like buy it or not, bro." (02:46)

• The changing audience (waves of new subscribers) means that a static funnel quickly becomes detached from what's relevant and needed.
• She encourages listeners to avoid passivity:

  "The set it and forget it model... is just like too impersonal. You gotta shift from that line of thinking." (04:05)

2. The Myth of Passive Income in Email Marketing

• The allure of passive income is overrated, especially for new or growing businesses:

  "I'm here to tell you that's pretty much a myth. I mean, I have passive income now, but I've been working at this for almost ten years." (04:35)

• True success comes from steady engagement and relationship-building, not automation alone.

3. Relationship Building Over Sales Tactics ([05:10])

• Liz credits Mike Kim for shifting her mindset:

  "It's not about closing a sale, it's about opening up a relationship. You have to be human to human." (05:19)

• Businesses are always just "two guys sitting at a desk writing each other via email" (05:38) regardless of industry or audience.

4. Customer Savvy & The Need for Regular Contact ([06:28])

• Audiences are more internet savvy than ever—everyone has “seen the funnel” by now.
• Even less tech-literate audiences (such as her previous RV travel market) are now less trusting and more curious about authentic interaction.
• The impact of AI and automation has increased desire for "human" communication ([07:25]).

5. Live Launching vs. Evergreen Funnels ([08:15])

• Liz supports Amy Porterfield's advice: live launch at least three times before automating.

  "I have live launched that thing at least ten times, and I'm not putting it on Evergreen. I like the live launch. I learn so much with every launch." (08:38)

• Live launches accelerate feedback, allow real-time tweaks, and give a true sense of why and when people buy (and why they don’t).

6. Truly Knowing Your Audience

• There’s often a disconnect between who you think you’re selling to and who’s actually on your list ([10:54]).
• Live launches and personal emails (open invitations to reply, constant evaluation) are the best way to close this gap.

7. Templates & Research

• Liz is known for her email templates and courses. But she insists templates only work if you've first done your own audience research:

  "If you just copy paste a template and you're not doing your own research... the templates are going to be garbage." (12:59)

• Her Launch Course begins with audience deep-dive exercises, highlighting the need to answer tough questions about your buyer before writing a single email.

8. The Need for Multi-Channel Approaches ([16:20])

• A funnel can't work in isolation. Audiences need to see your face, hear your voice, and encounter your presence in other channels (podcasts, YouTube, live sessions, social, etc.).

  "It's not enough to just write the words. Sometimes they need to hear our voice, they need to see our faces..." (17:14)

• Liz gives examples from her own business:
  • Regular podcasting and guest spots
  • Live brainstorming sessions (like her Black Friday idea session) ([18:55])
  • Weekly to daily emails, especially in Q4

Notable Quotes & Memorable Moments

• On showing up imperfection:

  "You don't have to show up perfect to show up. And let that be inspiration that you don't have to put up with your own BS." (00:33)

• On the reality of email marketing:

  "You've gotta do hard stuff. This is work. It feels like homework." (13:51)

• On the limits of templates:

  "Copy and paste templates do you no good if you haven't done your research, if you aren't sure who's coming on your list..." (21:36)

Timestamps for Key Segments

• 00:33 – Motivational kickoff: “You don’t have to show up perfect to show up”
• 02:10 – Why Liz abandoned her own funnel
• 04:35 – The myth of passive income
• 05:19 – “Opening up a relationship”
• 07:25 – AI & the human touch
• 08:38 – Live launching vs. evergreen: lessons learned
• 10:54 – Know your real audience
• 12:59 – Audience research before templates
• 16:20 – Multi-channel marketing necessity
• 18:55 – Live Black Friday brainstorming event example
• 21:36 – Closing: why old-school funnels no longer cut it

Tone and Language

Liz’s tone throughout is friendly, direct, and supportive: honest about the challenges but encouraging listeners not to settle for shortcuts. She’s humorous and candid, using colloquialisms and references to keep things accessible and motivating:

"Buy it or not, bro." (02:46)
"Babe, I'm saying all this with love. I hope it's received that way." (15:56)

Key Takeaways

• "Set it and forget it" funnels feel impersonal—modern subscribers crave real relationships.
• Successful email selling requires knowing your audience deeply, which only comes from live engagement and feedback.
• Templates work only if you do your homework first.
• Multi-channel presence is essential; supplement funnels with opportunities to connect in real time.
• True passive income is rare—consistent, active participation wins.

For more hands-on help, Liz invites listeners to join her email marketing membership or get on the waitlist for her annual pass.

Recommended Next Listens:

• [Episode 61] – Getting more replies
• [Episode 166] – The value of going live
• [Episode 168] – Addressing the AI elephant in the room

Summary prepared for listeners who want the actionable highlights before diving in. Liz's advice: invest in real relationships, keep learning from your list, and give your buyers the human experience they crave.