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Email marketing has changed more in the last 12 months than in the last 12 years. Everything from: - the huge updates that came from Google & Yahoo in Q1 & Q2 to - the iOS changes that Apple continues to make (most recently with iOS 18, which was announced last month and will roll out soon) to - tons of new laws and regulations coming down the pipeline (over 130 countries have now adopted email privacy laws) has lead to - massive changes in the ways email marketers need to be thinking about the strategy and execution of their email channel What worked in the past won't work in the future. In my 10+ years of email marketing, I've found it challenging to find reputable sources who discuss the hard-hitting facts about what you need to know and do. So, I set out on this journey to share everything I know with all of you. And along the way, I befriended Jimmy Kim. He's been the main person I've geeked out about everything retention with over the last 4+ years. Our daily text messages have become akin to that of an email marketing bible. And we've decided to leak our insider email marketing knowledge to all of you. That’s why today, I’m excited to announce that Jimmy and I have partnered up and will be launching multiple ventures together, highly focused on Retention marketing (specifically about email and sms marketing). Starting with our brand new Send It! Podcast — a podcast for retention marketers. Our first episode goes live tomorrow, where we discuss the big changes for email marketing in 2024 and the future of retention. For now, here's a quick snippet from the episode:

We made our beauty client $5,821.05 from a single email with 3 simple tweaks: (If your emails are struggling with click rates, read this👇) 𝗪𝗲 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗲𝗱 𝘀𝗼𝗰𝗶𝗮𝗹 𝗽𝗿𝗼𝗼𝗳 𝗶𝗻 𝘀𝘂𝗯𝗷𝗲𝗰𝘁 𝗹𝗶𝗻𝗲𝘀 Our client, Dr. Whitney Bowe, landed a spot on Good Morning America. Huge opportunity. "As Seen on GMA" isn't just a brag, it's a conversion booster. 𝗥𝗲𝘀𝘂𝗹𝘁: 53.4% open rate (This alone drove thousands in revenue) 𝗨𝘀𝗲𝗱 𝘃𝗶𝗱𝗲𝗼 𝗚𝗜𝗙𝘀 𝗶𝗻 𝗵𝗲𝗿𝗼 𝘀𝗲𝗰𝘁𝗶𝗼𝗻𝘀 Static images weren't cutting it. So we thought, "What if we could show her GMA appearance?" So we created a video GIF for the email hero section. 𝗥𝗲𝘀𝘂𝗹𝘁: 1.43% click-through rate (Our highest ever for this client) 𝗘𝗺𝗯𝗿𝗮𝗰𝗲𝗱 𝘁𝗵𝗲 𝗹𝗼𝗻𝗴-𝘀𝗰𝗿𝗼𝗹𝗹 𝗳𝗼𝗿𝗺𝗮𝘁 With the cold season approaching, we knew skin care would be top of mind. We crafted a long-form email mixing winter skincare tips with product recommendations. While most marketers fear long emails, we leaned into it. 𝗥𝗲𝘀𝘂𝗹𝘁: 1.78% click-through rate (Proving that length isn't the enemy) So if your emails aren't hitting those numbers you want for CTR, focus on: • Adding movement to your hero sections • Leveraging any media appearances or endorsements • Creating value-packed, scrollable content

A great (and effective!) email design has many components but a combination of strong on-brand design and conversion/click optimization are key! We're highlighting some amazing email designs that include those elements and more by the ever talented Katherine Torres!

13 email marketing tips that will teach you to make money in less than 3 minutes: (Bookmark this post)

𝗪𝗲 𝗶𝗻𝗵𝗲𝗿𝗶𝘁𝗲𝗱 𝗮𝗻 𝗲𝗺𝗮𝗶𝗹 𝗹𝗶𝘀𝘁 𝘄𝗶𝘁𝗵 𝟴𝟬% 𝗻𝗼𝗻-𝗯𝘂𝘆𝗲𝗿𝘀. 🚀 30 days later, it's driving 11% more revenue. Last month, an air and water purifier company approached us with a challenge: 𝗧𝗵𝗲𝗶𝗿 𝗲𝗺𝗮𝗶𝗹 𝗽𝗿𝗼𝗴𝗿𝗮𝗺 𝘄𝗮𝘀 𝘀𝘁𝗮𝗴𝗻𝗮𝗻𝘁, 𝘀𝗼 𝘁𝗵𝗲𝘆 𝗮𝘀𝗸𝗲𝗱 𝘂𝘀 𝘁𝗼 𝘁𝘂𝗿𝗻 𝗶𝘁 𝗮𝗿𝗼𝘂𝗻𝗱. Here's how we turned it around: 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝗶𝗲𝗱 𝘁𝗵𝗲 𝗴𝗼𝗹𝗱𝗺𝗶𝗻𝗲:  80% of their list had never purchased  𝗔𝗰𝘁𝗶𝗼𝗻: Crafted targeted campaigns for this untapped segment 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗲𝗱 𝗮 𝘁𝗶𝗺𝗶𝗻𝗴 𝘀𝗲𝗰𝗿𝗲𝘁: Fridays were killing their conversions  𝗥𝗲𝘀𝘂𝗹𝘁: 8.43% click rate lift by avoiding Friday sends 𝗖𝗿𝗮𝗰𝗸𝗲𝗱 𝘁𝗵𝗲 𝗖𝗧𝗔 𝗰𝗼𝗱𝗲: "Learn More" outperformed "Purify Now"  𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Prospects wanted education before purchase 𝗨𝗻𝗹𝗲𝗮𝘀𝗵𝗲𝗱 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝘃𝗶𝘀𝘂𝗮𝗹𝘀:  Product images crushed lifestyle shots  𝗜𝗺𝗽𝗮𝗰𝘁: 32.19% click rate increase with product-focused creatives 𝗖𝗿𝗼𝘀𝘀-𝘀𝗲𝗹𝗹 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆:  Converted air-only customers to water products Strategy: Tailored campaigns highlighting complementary benefits 🚀 The result after just 30 days? 11% increase in total email revenue, with a significant boost in campaign performance. But here's the kicker: We achieved this without growing their list or changing their product lineup. The lesson?  Sometimes, the key to email success isn't more subscribers – 𝗶𝘁'𝘀 𝘀𝗺𝗮𝗿𝘁𝗲𝗿 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝘁𝗲𝘀𝘁𝗶𝗻𝗴.

Make your emails 5x more effective by understanding these 5 stages:

Should you be talking about your competitors online? 🤔 Girls in Marketing shared this awesome example. Burger King have never been a brand to avoid talking about their competitors, but they do it very strategically. This OOH campaign includes some cheeky references to rivals to launch the delivery feature of the brand’s app. Although the reference to their competitors is discreet, Burger King have done this on numerous occasions and received both good and not-so-good feedback. Who can guess the clever references to Burger King’s two main competitors in this campaign? (drop your replies in the comments)

I typically don't THIS:

The most important thing you’ll read today:

Who you promote today defines your company tomorrow. A single promotion can shape - or shatter - your culture. ( could not agree more with Dora Vanourek ) Promotion mistakes to avoid: ❌ Technical expertise alone: ↳ Don't promote purely on skill if leadership and empathy are lacking. ❌ Political manoeuvring: ↳ Avoid promoting those who prioritize politics over teamwork. ❌ Short-term focus: ↳ Avoid promotions based solely on immediate goals, overlooking long-term cultural impact. ❌ Managing up: ↳ Avoid promoting those who impress above but fail to support their team. ❌ Superficial charisma: ↳ Don't promote based on charm if the person doesn't build trust and undermines teamwork. Promotion success strategies: ✅ Trustworthy leaders: ↳ Empower and uplift others. ↳ Build and maintain trust within their teams. ✅ Ethical Decision-Makers: ↳ Make decisions rooted in strong ethical principles and set a positive example for others. ✅ Mentors and Coaches: ↳ Promote those who invest their efforts in developing others. ✅ Inclusive Leaders: ↳ Encourage and value diverse perspectives. ✅ Collaborative Team Players: ↳ Appreciate collaboration and enhance overall team performance. Choose leaders who lift others up. Credit: Dora Vanourek ( go follow her ) Image: Adam Grant