19 July 2022 |

95 – How to Think About Building An Email With Cardinal Mason

By Daniel Murray

When you’re an agency founder in your 20s pulling in the kind of revenue Cardinal is, you’re doing something right. Cardinal shares his secrets on growing and scaling an email agency.

Daniel and Cardinal dive into conversation exploring his non-traditional path into copywriting, an obsession with learning the skill inside and out, and why he’s giving his agency time and space to grow like a startup.

You’ll also hear why one bad hire can ruin business, why Cardinal sets time aside to write every morning, and why he’s not a fan of direct response marketing.

And if you’re losing time and money with customers who don’t show up for booked calls, you need Chili Piper. With their cutting edge platform they’re helping companies like Airbnb achieve more demos and calls, prevent call drop-outs and boost conversion rates. Head to www.chilipiper.com/millennials for a demo.

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00:00 Intro

07:09 What Makes a Good Song?

11:27 Trust Means Letting Go

14:47 Not a Direct Response Fan

16:27 The Risk Of Burning Out Your Email List

18:44 A Culture of Copycats

24:01 How Great Hires Make Customers Feel

26:04 The Power in Authenticity

34:01 Who To Follow, Who Inspires

38:03 Where To Find Cardinal Mason

How to Build an Email Marketing Agency From Scratch

In this fast-paced, digital world, it’s no secret that email is still a highly effective marketing channel. 

In fact, according to Statista, the volume of emails sent worldwide reached almost 205 billion emails in 2021. While the importance of email as a marketing channel has not changed much over the years, how brands use it has evolved significantly.

It’s why Cardinal Mason is obsessed with building an email agency that stands out for all the right reasons. 

Build a Move-the-needle Marketing Agency

For Cardinal, the devil is in the detail and that particular detail is creating an agency that genuinely cares about customer outcomes. 

It’s this that defines his value proposition and drives him to treat his agency in a way many owners don’t: As a startup with huge growth potential. Articulating your value, making it your  agency’s North Star, enables success and attracts the right team members, clients and investors. 

Build the right team and culture

There are two things that are vital to build an email marketing agency from the ground up. The first is finding the right team members to join you on this adventure. The second is building the right culture. The best way to start building a team is to hire people who are smarter than you and who can help you move the needle. The right culture will attract the right team members and will also help you attract clients. 

With that said, there are a few questions that you should ask yourself in order to determine if you are building the right culture. – How do you want to be perceived? – What do you want your culture to be? – How do you want your team members to be treated? – What do you want your team members to be able to do?


Why Businesses Should Leverage Email 

Email is a communication channel that allows you to build trust, authority, and relationships with your audience. This is crucial because it will help to position yourself as an expert in your niche. 

If you are a B2B brand and are trying to generate leads, providing ongoing value through email can greatly increase the chances of getting your leads to convert. When thinking about how to build relationships with your audience and positioning yourself as an expert, there are a few things you should keep in mind: – Focus on providing value through content – Build your email list – Write great subject lines – Create an email drip sequence – Conclusion


Email marketing is still one of the most effective marketing channels out there. With the right strategy and team behind it, it can significantly increase ROI and drive sales. It’s why it remains such a sort after marketing skill.

 If you want to start building an email marketing agency from scratch, find your target audience. Once you know who you are trying to reach, you need to understand their problems and how your agency can provide a solution to them. It’s exactly how Cardinal is building success and growing his startup.