When SaaS companies raise their prices, the internet explodes – but why do some brands face massive backlash while others skate by unscathed? If you're Jess Haney, you don’t just follow the drama, you collect over a dozen pricing increase emails, analyze the social media storms that follow – and distill the patterns into a must-read report. From Canva's rollback to Kit's creator rebellion, discover what makes customers rage-quit versus grudgingly accept – and the three non-negotiables that could save your next price increase from becoming a PR disaster.

About our guest

Jess Haney is the founder and head strategist of Open Loop Studio — a lifecycle email agency for B2B SaaS companies with free trials who are ready to increase conversions and turn trial users into revenue.

Ideas you don’t want to miss

(4:45) Why companies should take social media price increase rants seriously – even if they seem overblown (6:34) The crucial (and easily reversible!) mistake that sends angry customers to social media (9:36) The only reality where brands get positive reactions to price increases – and how to spin that to your advantage (16:48) Jess's non-negotiable rules for price increase emails (hint: no-reply = no-no) (20:38) The Kajabi paradox: why a well-written email still generated massive complaints (24:42) What Jess swipes religiously (and it's not promotional emails)

Links from this episode

Take 76% off the complete email toolkit with our Black Friday Blowout Bundle. And as an Email Swipes listener, you get an extra 10% off with coupon code 10OFFBFCM25!

Grab Jess's free Price Increase Email Report to see what 10+ SaaS companies did right (and wrong) with their pricing announcements

Follow Jess on LinkedIn and YouTube or book a lifecycle call

Listen to Ep. #30 with Rand Fishkin about SparkToro's intentional approach to customer communication

Revisit Ep. # 42 for how I handled Detrack’s pricing increase email – and compare my approach to the insights Jess shared today

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

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Let’s dive into the strategies and methods used in the SparkToro feedback-slash-winback email, featured in Episode 30.

Ideas you don’t want to miss

(03:54) Takeaway 1: 1:1-style personal emails don’t have to be (or usually shouldn’t be) all or nothing

(04:48) Takeaway #2: Flex those humility muscles before asking for customer feedback

(05:55) Takeaway #3: Use email content to take shared values further

(08:00) Takeaway #4: Learn (and use) your customers’ lifecycle

(08:49) Takeaway #5: Use choice to increase relevance when you don’t have the right data

(09:17) Takeaway #6: Don’t blindly follow your competition

(10:02) Takeaway #7: Understand screen fatigue and cut whatever you can

Links from this episode

Take a look at the emails we featured in Ep. 30

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

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♻️ This is a replay episode originally aired on September 18, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When your audience only needs your software inconsistently, how do you distinguish between disappointment or product misalignment – and natural lifecycle usage? If you’re Rand Fishkin, you send an all-rounder email that collects product feedback, updates churned customers, and improves the world’s home Italian cuisine – all at the same time.

About our guest

Rand Fishkin is cofounder and CEO of SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter.

Ideas you don’t want to miss

(08:42) How SparkToro tag teams their email communications – and how each sender flavors their emails with unique perspectives

(11:50) The unique lifecycle of the SparkToro customer – and the even more unique response and encouragement of the SparkToro team and communications

(19:11) How feeding bias into the email copy actually improves responses and gives the team better feedback

(19:57) How they keep this email updated, without maxing out the team

(21:31:) Why you shouldn’t use cream in your pasta – and what you should do instead

(22:33) The simple filter that helps the team deprioritize the requests that won’t serve their core customers

(27:01) The changes Rand wants to make to this email (and every other email he sends)

Links from this episode

Take a look at the emails we’re talking about today

Discover the websites, blogs, podcasts, social accounts, and publications that reach your audience with SparkToro

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Connect with Rand on LinkedIn

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Let’s dive into the strategies and methods used in the Semrush case study email, featured in Episode 36.

Ideas you don’t want to miss

(02:58) Takeaway #1: Use 1-off communications as a testing playground

(04:15) Takeaway #2: Don’t just collect data, use it too

(05:27) Takeaway #3: Make room for the crazy

(05:51) Takeaway #4: Share, collaborate, and build in public

(06:08) Takeaway #5: Change up the sender name and branded elements to create a pattern interrupt

(08:05) Takeaway #6: Tap into your teams for insights

(09:05) Takeaway #7: First strategy, then copy

Links from this episode

Take a look at the emails we featured in Ep. 36

Explore more on how teams vs. customers view brands in our episode with Bit.ly

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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What happens when you’re reviewing email performance and a team member suggests combining your two best emails? If you’re Taylor Raffa of Semrush, you agree – and develop a home run email that wins again and again across all products and price points.

About our guest

Taylor Raffa is the Mass Email Team Lead at Semrush, a leading SaaS platform for digital marketing. Her team crafts engaging newsletters, drives impactful campaigns, and fosters a strong culture of connection. With over a decade of international email marketing experience across diverse industries, Taylor has worked in the US, France, and now the Netherlands.

Ideas you don’t want to miss

(02:40) How Semrush (brilliantly) structures their email team

(05:12) The “wild idea” behind the template mosh

(09:15) The tangible and intangible results of this email combo

(11:18) The #1 factor Taylor thinks gave the email success

(07:15) The design elements and shifts that contributed to this email’s success

(19:06) How they've adapted the email since – across multiple price points and products

(20:10) The brand that has Taylor “smelling the store” in her inbox

Links from this episode

Take a look at the email we’re talking about today

Check out all the way-more-than-SEO offerings from Semrush

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Get sensory overload in your inbox when you subscribe to Lush’s emails

Connect with Taylor on LinkedIn

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Shownotes:

Let’s dive into the strategies and methods used in the Detrack pricing increase email, featured in Episode 42.

Ideas you don’t want to miss

(04:08) Takeaway #1: Create a game plan for adoption, especially when customers differ from users

(04:49) Takeaway #2: Money is not logical - even a $1 increase will bring up the migration question

(06:50) Takeaway #3: Sweep your copy for show vs. tell

(07:56) Takeaway #4: Add a curiosity element to clear subject lines to entice opens

(08:40) Takeaway #5: Sweep your copy for specificity

(10:10) Takeaway #6: Don't get too cute with transactional emails or crisis emails

Links from this episode

Take a look at the email we featured in Ep. 42

Check out the Slack pricing change email that inspired additions to this Detrack email

Edit like a pro with the Copyhacker’s copy sweeps method of editing

Plan more effective emails with my Ecomm Playbooks (especially the Transactional Emails Playbook or the Crisis Emails Playbook) or SaaS Success Pack

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Shownotes:

When you're a logistics app that hasn't raised prices in close to a decade – during economic uncertainty and amidst industry-wide price hikes – how do you break the news without breaking customer trust? First, craft a transparent, compassionate email – then swipe a simple progress infographic to prove value.

Ideas you don’t want to miss

(3:11) Why the Detrack app is “ugly” (their words!)

(4:43) The 2 factors that made Detrack nervous about communicating their upcoming price increase – and the hidden blessing in the negativity

(5:28) The basic strategy every pricing increase series needs

(5:42) How seeing Slack’s price increase communication influenced this email

(9:07) The simple solve for offer conflicts

Links from this episode

Take a look at the emails we’re talking about today

Check out the Slack pricing change email that inspired additions to this Detrack email

ADD ConvertKit consult blurb

Learn more about how legacy users need help with new feature updates in Episode 3 with Devin from Bit.ly

Leverage transactional emails with Nikki's Post Purchase Transactional Playbook

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Let’s dive into the strategies and methods used in the Four Sigmatic Black Friday email, featured in Episode 48.

Ideas you don’t want to miss

(2:04) Takeaway #1: Vet your projects using the Four F’s

(3:02) Takeaway #2: The best copy marries creativity AND data

(4:06) Takeaway #3: Pretty emails can (and should!) be persuasive

(4:43) Takeaway #4: Let your customers fill your content calendar by mining reviews for email ideas

(6:07) Takeaway #5: My creative brainstorming process (lots of words, a little magic)

(7:06) Takeaway #6: Make sure your segmentation strategy is pulling its weight (I know, I’ve said this one 100x before!)

Links from this episode

Take a look at the emails we featured in Ep. 48

Dig into the 4 F's framework in Michal Eisik’s Profitable Freelancer

Listen to how Drizly, PowerUp Toys, and Awara marry pretty and persuasion. There are lots more examples in my Ecomm Playbooks too!

Turn customer reviews into email campaigns with my Campaign Ideation Masterclass - just 31 minutes for $43

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

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Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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♻️ This is a replay episode originally aired on May 21, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When your client has specific email requirements that don’t fit your data-first approach, how do you earn conversions, while still maintaining that creative voice they’re looking for? If you’re me, you mine the customer reviews for punchy copy that speaks directly to the customer’s hesitations.

Ideas you don’t want to miss

(1:14) Why this dizzying campaign was different than any other Black Friday campaigns I’d worked on previously

(1:52) The #1 thing I love about Four Sigmatic emails

(2:29) How I got around the creative-first approach and snuck in some voice of customer data

(4:48) The surprising results of this launch-heavy Black Friday campaign

(5:19) The 2 things I’d change about this email – and how it influenced our work going forward

Links from this episode

Take a look at the emails we’re talking about today

Leverage customer reviews to build your own high-converting campaigns with my $43 masterclass: "Your Customers Should Be Writing Your Emails: How to Use Customer Reviews to Cheat Your Way Through More Email Campaigns"

Plan more effective campaigns with my Promo and Launches Playbook

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Let's dive into the strategies and methods used in the dazzlingly simple email Jo wrote for a pricey EdTech brand we featured in Episode 1. Plus, don't miss the surprise sequel to this email story! 

Takeaways

(1:35) Takeaway #1: Email isn’t dead, but it is getting stale. Instead of chasing new, shiny platforms, how can you do email “fresh”? 

(3:08) Takeaway #2: Don’t scoff – save! Use “bad” emails to inspire good ones. 

(3:48) Takeaway #3: Just do behavioral emails. The work is worth it. 

(4:22) Tip: Gmail will thread – and bump up – a second email that has the same subject line as the previous email. 

(6:02) Takeaway #4: Evaluate your strategy against the big picture. Make sure any cleverness/fun/creativity isn’t getting in the way. 

(7:11) Takeaway #5: Don’t forget the Rule of One. Write to one person. Picture that one persona, and write to them. 

(8:10) Takeaway #6: Don’t underestimate intangible urgency. Structure drivers and motivators as urgency plays. Plus: Know Thy Customer 

(9:32) Takeaway #7: Tease cautiously. Use them for exciting launches or drops, use them if you’re a cult brand, and make sure you include a CTA. 

(10:49) Bonus: 1:1 abandoned cart emails work really well for pricier products 

Links from this episode:

Take another look at the email we featured in Episode 1

Take a look at the surprise sequel abandoned cart email

Grow your business when you join the Creative CEO Academy (I'll earn a commission.)

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe.⁠

Subscribe to Email Swipes and never miss another episode:

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♻️ This is a replay episode originally aired on February 1, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

How do you sell a $20,000 product to a busy school principal who’s never heard of your brand? Well, if you’re Joanna Wiebe, you take inspiration from everywhere and you weave a dazzlingly simple strategy using the famous 9-word email and a missed opportunity you spotted from another brand.

Ideas you don't want to miss

(3:05) Why email isn't dead (despite TikTok stats looking mighty shiny)

(6:02) How one brand's missed opportunity inspired this email swipe

(9:45) Why this email is "not a work of copy genius" – and why that can give you a leg up over AI

(12:50) How sending to a cold list can actually be a fun challenge

(15:11) The technical Klaviyo mistake that almost tanked this email

(17:14) Whether this email would work for a B2C audience

(18:44) Jo's favorite brand to swipe from right now (listen to her pronounce it 5 ways!)

All about our guest, Jo:

The original conversion copywriter, Joanna Wiebe is the founder of Copyhackers and co-founder of Boxcar Email Agency. Her work has driven multi-millions in revenue for the likes of BT, Glowforge, Huel, Tesco, and Wistia. Google, Amazon, LinkedIn, and Shopify trust her to train their teams and customers. And she's a popular speaker at events like Business of Software and CXL Live. You can find her books, articles, and courses at copyhackers.com.

Links from this episode:

Take a look at the email swipe we’re talking about today

Follow Jo on ⁠Twitter⁠ and ⁠LinkedIn⁠

Get lost in all the the awesome content on ⁠Copyhackers⁠

Hire ⁠Boxcar⁠ to get Jo and team on your emails

Swipe ⁠Hiut's⁠ emails like Jo does

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Subscribe to Email Swipes and never miss another episode:

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Let’s dive into the strategies and methods used in the BBC election results email, featured in Episode 38.

Ideas you don’t want to miss

(02:53) Takeaway #1: When you don’t get replies, lean on other pulse metrics

(04:06) Takeaway #2: Go beyond first name personalization for deeper impact

(05:01) Takeaway #3: Get the most out of your evergreen emails by iterating on the full user journey

(05:32) Takeaway #4: Spend 5 minutes a day reading promo emails

Links from this episode

Take a look at the emails we featured in Ep. 38

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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♻️ This is a replay episode originally aired on March 5, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When you're sending personalized election results to millions of people across hundreds of constituencies, how do you pull it off —especially since results only start rolling in at 2 AM? If you're Jay Oram, Head of Development at Action Rocket, you build a sophisticated system of automation, live data rendering, fail-safes – and sheer dedication – to deliver real-time results straight to voters' inboxes.

About our guest

I love email development, the challenges, the code, the community. Day to day I look after the code me and my team create at ActionRocket.

Ideas you don’t want to miss

(04:03) The process that gives the Action Rocket team the headspace for such diverse clients

(05:23) Why the BBC email strategy is decidedly unique

(08:17) How the Action Rocket team delivered real-time election results to millions on a six-week deadline

(09:57) The one mistake that almost ruined election night emails – and the matrix of backup systems, manual overrides, and late-night troubleshooting that saved the day

(16:23) Why they didn’t use classic first name personalization – and what they went deep on instead

(23:52) What the team learned from the process – and how they’re using it to go even bigger next election period

(28:55) Jay’s favorite brands for email inspiration—and why he reads eversingle email in his Promotions tab

Links from this episode

Take a look at the email we’re talking about today

Check out the amazing work ActionRocket is doing

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Check out Dr. Squatch’s on-trend emails

Connect with Jay on LinkedIn

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Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Let’s dive into the strategies and methods used in the Sinch April Fool’s Day email, featured in Episode 20.

Ideas you don’t want to miss

(02:26) Takeaway 1: Block the big things into your content calendar

(02:09) Takeaway #1.1: Feeling pressured by certain email norms? Strip it down to the why and reformat accordingly

(02:48) Takeaway #2: Don’t stop until you hit the dead end of the customer experience

(05:08) Takeaway #3: Build brand loyalty when you use (real) exclusivity

(05:28) Takeaway #4: Find good mentors. Or… maybe be a good mentor.

(06:18) Takeaway #5: Don’t stress if your creative process fluctuates with time

Links from this episode

Take a look at the emails we featured in Ep. 20

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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♻️ This is a replay episode originally aired on July 3, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When your audience is a bunch of email developers, designers, and marketers – split across three different products – how do you wow them… and segment them… at the same time? If you’re Megan Boshuyzen, you develop a dozen interactive April Fool’s Day emails that deliver a perfectly crafted, Buzzfeed-style user experience.

About our guest

Megan Boshuyzen is the award-winning Senior Email Developer at Sinch Email, overseeing email development for Sinch Mailgun, Sinch Mailjet, and Sinch Email on Acid. She also leads Email on Acid’s monthly “Notes from the Dev” show, helping to advance the email development space by spotlighting thought leaders and sharing best practices. A graphic designer turned email developer, Megan believes that well-designed emails can transform the way businesses communicate with their customers and create positive change. Prior to joining Sinch Email, Megan co-founded Mango and Marigold Press – an award-winning, independent publishing house – and went on to spend more than four years building and growing the email program for the Harold Grinspoon Foundation’s PJ Library.

Ideas you don’t want to miss

(04:39) The system Megan uses to ship emails for 3 brands with her 2-person team

(06:27) The crazy timeline they gave for this email – and why it still wasn’t long enough (!)

(07:52) The bajillion variations of emails and landing pages Megan and Julia developed for this one email send

(09:04) Why they didn’t link to an external quiz for the non-interactive audience (this one surprised me)

(15:42) The creation process of the email (and landing pages) – and where they swiped design inspiration from

(19:49) The types of responses the email generated – and how that’s informing their future strategy

(24:00) Megan’s favorite brands to swipe from – and why developers tend to use curated feeds for inspiration

Links from this episode

Take a look at the emails we’re talking about today

Make coding emails even faster with Megan’s email design system tutorial for Parcel Unpacked

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Check out Uproot’s fun-and-well-designed emails

Send better email with Sinch’s email offerings

Find Megan on LinkedIn or on her website

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Let’s dive into the strategies and methods used in the Powtoon webinar registration email, featured in Episode 26.

Ideas you don’t want to miss

(04:54) Takeaway 1: Use data to personalize for relevance, not for attention

(06:03) Takeaway #2: Collect data! Interviews, reviews, polls – whatever, wherever, it’s such critical stuff

(06:32) Takeaway #3: Make sure you’re using the right kind of data for personalization

(07:40) Takeaway #4: Weigh the complexity of personalization vs. the output and value it’ll give you

(08:24) Takeaway #5: Lean more on behavioral data than on data that you ask for

(08:53) Takeaway #6: Value those replies, read them, respond to them, and use them!

(09:34) Takeaway #7: Balance plain text strategy with well designed emails (for ecomm)

Links from this episode

Take a look at the emails we featured in Ep. 26

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki’s email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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♻️ This is a replay episode originally aired on August 14, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When you have robust data on your leads’ pain points – how do you best use it? If you’re Anna Levitin and the Powtoon team, you use your leads’ language to craft highly relevant subject lines – and increase email opens, webinar registrations, and webinar attendance rates.

About our guest

Anna Levitin is an Email & Lifecycle Marketing Specialist, formerly Email & Marketing Operations Lead at Powtoon. Anna is an email enthusiast with a talent for AB tests, segmentation, and positive ROI. Cultural anthropology background empowers her passion for understanding customers' behaviors, anticipating their needs, and delivering personalized content. She has vast experience working with SaaS and e-commerce products. Anna is an international speaker at email conferences, podcast guest, and vivid evidence that email is far from dead.

Ideas you don’t want to miss

(05:23) How webinars fit into the overall Powtoon content strategy - and how they use them to build community and celebrate their customers

(09:14) How they deeply personalize their webinar flows based on each user’s data

(10:49) How they swiped from one of their sales rep’s hack to increase open and attendance rates

(19:26 How they use design to demonstrate the varied benefits of their webinars

(21:42) How they weave feedback throughout the customer experience to continuously personalize the user experience

Links from this episode

Take a look at the email we’re talking about today

My $37 customer interview packet can give you the Voice of Customer Data you need to swipe the Powtoon subject line strategy. It has everything you need to run better customer interviews: email templates, goal setting sheets, checklists – and 114 questions, divided by your research goals.

Want more ideas for using your customer data than just subject lines? Check out my $43 masterclass on generating endless ideas from customer reviews.

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Create videos in minutes with Powtoon See how Grammarly gamifies usage in their emails and how Slack visually categorizes their emails

Enjoy the fun, engaging emails Casper and Inspired by Iceland

Connect with Anna on LinkedIn

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Let’s dive into the strategies and methods used in the PodMatch cold pitch, featured in Episode 28.

Ideas you don’t want to miss

(04:50) Takeaway 1: Look at cold pitching as a sprint, not as a project

(05:06) Takeaway #2: The more research you have, the stronger your hypotheses are going to be

(05:55) Takeaway #3: Give yourself the time to let the full process happen, without pressure

(06:08) Takeaway #4: Be quick with cold (but not in the way you think)

(07:12) Takeaway #5.1: Don’t be scared to follow up

(07:41) Takeaway #5.2: Find that balance of following best practices

(10:32) Takeaway #6: Responses is where you’re going to feel that human relationship-ness of email, for better or for worse

(11:44) Takeaway #7: Again, find your space within best practices – and use this to know if you’re breaking them safely.

Links from this episode

Take a look at the email we featured in Ep. 28

Swipe all the interesting bits on the Podmatch website

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

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Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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♻️ This is a replay episode originally aired on August 28, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When you’ve built your business on a serve-first mindset – how can you rethink cold email to reflect that mentality? How can you show perfect strangers that you’re here to guide and support – whether or not they become a customer?

If you’re Alex Sanfilippo of PodMatch, you disregard your mastermind’s “don’t do it!” advice and offer your $1,200 course, completely free – and build relationships as you build up the global podcasting community.

About our guest

Alex Sanfilippo is the founder of PodMatch.com, a software that automatically matches podcast guests and hosts for interviews. Alex is also the host of the top-rated podcast, Podcasting Made Simple, and a lead educator in the podcasting industry. Alex's sole focus is to serve independent podcast guests and hosts so they can grow their influence and revenue so they can better serve their listeners!

Ideas you don’t want to miss

(02:42) Alex’s original cold pitching strategy and why he decided to overhaul it

(06:37) The creation process of this email and Alex’s genius workflow for writing like he speaks

(09:22) The #1 strategy that people don’t realize that makes cold email successful – and how Podmatch takes it to the next level, across all of their emails

(10:41) Why Alex only sends one email and not a whole cold sequence (plus, a good litmus test for knowing when you can break best practices)

(13:17) One really unique thing about the responses that this email generates

(14:50) Why Alex’s mastermind advised against his strategy – and how he used that story to generate more accountability and commitment from recipients

(17:20) Why this send was so scary and Alex’s multi-prong strategy for dealing with negative responses

(20:06) How this email is truly serving and impacting podcasters – and how Alex makes personal communication scaleable

(27:37) Alex’s favorite emails to swipe from

Links from this episode

Take a look at the emails we’re talking about today

Want to be featured as a guest on podcasts? Have a podcast and need great guests? You need Podmatch.

Check out the amazing PodMatch course/community by taking the PodScore quiz

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Connect with Alex on LinkedIn

Get the high-value emails that Alex swipes from: Michael Hyatt and Brendon Burchard

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Let’s dive into the strategies and methods used in the Copyhackers cart close email, featured in Episode 22.

Ideas you don’t want to miss

(04:39) Takeaway 1: Use your resources the way that works best for you, not how everyone says you should

(07:42) Takeaway #2: Would you say this in real life? Maybe that’s okay, maybe it’s not, but you need to dig into the why

(08:22) Takeaway #3: It’s your job to take the reins on emotion

(09:55) Takeaway #4: Every touchpoint is a branding opportunity. Which means every email is a branding opportunity.

Links from this episode

Take a look at the email we featured in Ep. 22

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Get better results from your relationships by reading Never Split the Difference

Listen to more genius insights from Sophia in Ep. 11

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Shownotes:

When you know your best prospects are feeling the pressure of cart close – how do you shift the tone to empower decision-making from a confident place? If you’re Ry Schwartz of Copy School, you serenade your subscribers right through the doors of your program.

About our guest

Ry Schwartz has been deep in the trenches for dozens of 6- and 7-figure program launches and evergreen funnels. He’s written for and/or consulted with top online entrepreneurs and trainers like Amy Porterfield, Todd Herman, London Real, Josh Shipp and Dan Martell just to name a few. And he’s done it all without writing a single line of “copy”. Instead, he developed the Coaching The Conversion Method™ as a faster, more natural and intuitive framework for crafting launch and funnel copy that connects deeply with your prospects, and “coaches” them into being the perfect buyer. Ry has used his signature CTC processes to generate a combined revenue of $75M+ for his partners and clients - while training thousands of students as a guest-teacher inside Copy School (by Copyhackers) and his own training platform, Empire Engineering.

Ideas you don’t want to miss

(4:19) How Ryan does and does not use AI – and the process-improving reasons why

(9:05) One of Ry’s humanizing criteria for writing copy

(9:39) The mashup of things that inspired this serenading email (5 entire years ago!)

(11:09) How Ry sets the tone of cart close emails to empower confident decision making

(14:23) What “projectuition” is – and how Ry uses it to normalize and validate pain points

(17:11) The feedback Ry got from this email and video

(19:58) The strategic change Ry would have made to this email if he could go back in time

(21:28) Ry’s favorite brands to cull inspiration from – and why

Links from this episode

Take a look at the email we’re talking about today

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Be amazed by how fresh AppSumo keeps their descriptions for similar products over and over again

Get enthralled by the “mundane moment” storytelling of Cheryl Rerrick and Tarzan Kay

Connect with Ry on LinkedIn

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Shownotes:

Let’s dive into the strategies and methods used in the Collishop birthday email, featured in Episode 40.

Ideas you don’t want to miss

(3:12) Takeaway #1: Start small and scrappy

(5:42) Takeaway #2: Unexpected insights can come from unconventional approaches

(08:19) Takeaway #3: Diversify your customer feedback collection

(10:31) Non-Takeaway #4: How people don’t provide feedback is just as important as how they do provide feedback

(11:30) Takeaway #5: Creative button copy belongs in secondary links

(12:17) Takeaway #6: The key to successful luxury emails? Storytelling

Links from this episode

Take a look at the emails we featured in Ep. 40

Check out Jasper’s holiday tips that impressed me in the Email Uplers holiday roundup

Hear Jo talk about how Hiut Denim does luxury email marketing well at the end of Ep. 1

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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When your client’s legacy tool lacks the most basic email functionality, where do you even start? If you’re Jasper Van Laethem, you start with a simple birthday email – and then use sentiment data to uncover a massively important piece of feedback that – with a few unintuitive tweaks – boosts conversions by 63.8%.

About our guest

Jasper is an email marketing and CRM expert with over 12 years of experience. He has worked at some great companies, including Nestlé, Lidl, and Colruyt Group. Jasper is also a speaker at international conferences, delivering several speeches at events such as the Data & Automation Summit, Mrtech Festivel, and the E-commerce Summit, to name a few. With the goal of helping the world send better emails, teaching, and training marketers in email marketing, CRM, and marketing automation is also a key part of Jasper’s work. After 11 years, Jasper decided to go for it and started ‘The Future Funnel,’ an email marketing & CRM agency, in 2023. Positioning themselves as "Your in-house email & CRM experts," they analyze, strategize, execute, and train. In the first year they are already working with some amazing brands such as GAMMA, Torfs, and Nespresso.

Ideas You Don’t Want to Miss

(3:20) The gap in the Belgian email agency market—and why Jasper decided to launch his own

(15:47) Where most agencies fail in their client management – and what Jasper does with his clients instead

(14:05) The surprising insight the team learned from their sentiment scores – and the even more surprising tweaks they made to boost conversions

(18:28) When listening to customer feedback fails – and how to collate your data to know what to ignore

(21:11) How to play with creative button copy without sacrificing conversions

(25:04) The rare luxury brand that Jasper thinks does email well

Links from this episode

Take a look at the emails we’re talking about today

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Check out Episode 30 with Rand Fishkin for more on customer feedback (the episode Jasper referenced)

Check out Episode 5 with Licorice.com for even more on customer feedback (the episode I countered with)

Follow Jasper’s fabulous work at The Future Funnel

Drool over how Neuhaus Chocolates balances luxury and conversions

Connect with Jasper on Linkedin

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Let’s dive into the strategies and methods used in the Ness Labs book reveal email, featured in Episode 34.

Ideas you don’t want to miss

(08:24) Takeaway #1: Use storytelling for these 2 reasons

(09:13) Takeaway #2: Email is all about relationships – and relationships are emotional

(09:49) Takeaway #3: Take risks, then massage your strategy to reduce risk

(10:41) Takeaway #4: Introduce pattern interrupts to balance familiarity with freshness

(11:38) Takeaway #5: Use email signatures to kill 2 birds with 1 stone

(12:19) Takeaway #6: It’s your contractual right to promote yourself to your readers

(14:10) Takeaway #7: Provide value as you sell

(15:05) Takeaway #8: Be strategic if you’re sending consistent content

(16:55) Takeaway #9: Mix things up with other media to deliver more depth

(17:23) Takeaway #10: Nothing sells itself, not even free content your audience will love

Links from this episode

Take a look at the emails we featured in Ep. 34

Rand Fishkin recommended Anne-Laure for Email Swipes. Did you hear his episode on winback emails?

Find tons of ideas for ecomm emails that give value (not just sell) in my Welcome Playbook.

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

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Or find on your favorite podcast player

♻️ This is a replay episode originally aired on Feb 05, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When you’re sitting down to write the most important newsletter of your life, where do you even start? If you’re Anne-Laure Le Cunff, you go back to your foundational perspective – then mix your tried and true template with a meta reveal to share the story, capture its weight, and inspire action.

About our guest

Anne-Laure Le Cunff is an award-winning neuroscientist, entrepreneur, and author. She founded Ness Labs, an online learning platform offering evidence-based resources for professional and personal growth, which weekly newsletter has more than 100,000 readers. She is also a researcher at the Institute of Psychiatry, Psychology & Neuroscience of King’s College London, where she studies the neurodevelopment and evolutionary neuroscience of curiosity. Previously, she was an executive at Google, where she led digital health projects. Her upcoming book, Tiny Experiments, will be published in March 2025.

Ideas you don’t want to miss

(08:52) How Anne-Laure approached the creation of the “the most important newsletter I have ever sent”

(09:58) Her super simple content strategy and how it’s led to list growth

(14:24) The foundational analogy Anne-Laure uses that earns her audience’s trust and loyalty

(11:55) How Anne-Laure gives neuroscience emails a personal touch

(16:14) Why sending this book reveal newsletter felt nostalgic

(22:35) The creative solution that “allowed” Anne-Laure to market her book while still providing her trademark neuroscience content

(27:25) The 3 phrases of the Ness Labs’ list growth that attracted 100K subscribers in just 5 years

Links from this episode

Take a look at the email we’re talking about today

Become the scientist of your own life when you subscribe to Anne-Laure’s emails.

Anne-Laure’s book, Tiny Experiments, will help you rethink your approach to goals, creativity, and life itself. Preorder now (until March 2025) to access exclusive bonuses.

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Get inspired like Anne-Laure does with James Clear’s 3-2-1 Newsletter

Connect with Anne-Laure Le Cunff on LinkedIn and Instagram

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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About this episode

Let's dive into the strategies and methods used in the Valentine’s Day love letter email Devin wrote for the Bit.ly customers, featured in Episode 3.

Takeaways

(1:37) Takeaway #1: Take stock of your customer lifecycle after big changes.

(3:47) Takeaway #2: Don’t be scared to sell. The products you’re pitching provide value, as long as you’re not being too pushy.

(4:46) Takeaway #3: Stop evaluating emails by length. Instead, focus on the outcome of the length.

(6:16) Takeaway #4: Borrow from other media

(8:06) Takeaway #5: Think outside the inbox, especially if you’ve got a team to help amplify

(9:24) Takeaway #6: Try a sentiment rating system

Links from this episode:

Take another look at the email we featured in Episode 3

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Subscribe to Email Swipes and never miss another episode:

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Or find on your favorite podcast player

♻️ This is a replay episode originally aired on Feb 14, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

What happens when you’re about to hit deadline but legal still hasn’t given you approval? You come up with a new idea – that takes the internet by a storm. Because when you’re not trying to win the conversion battle in one day, you have the freedom to try out of the box ideas like a Valentine’s Day love letter to your customers.

Ideas you don't want to miss:

(4:00) How lack of legal approval actually inspired a better email

(9:05) The elements that gave this email an authentic feeling of caring

(10:50) Why it’s okay that this email’s impressions aren’t measurable

(13:43) How Devin swipes from social media strategy (maybe he should start a podcast called Social Swipes 😜)

(14:50) The viral response the email generated – and how the team snowballed its visibility

(18:04) The only thing Devin would change about the email

(21:42) Why Devin does NOT take inspiration from the emails in his inbox

About our guest, Devin

Bitly's Devin O'Toole is an accidental email marketer and former creative with over a decade of marketing experience across SaaS and retail.

Links from this episode

Take a look at the email we’re talking about today

Follow Devin on LinkedIn

Get all the link tools you need from Bit.ly

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe. ⁠

Subscribe to Email Swipes and never miss another episode

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Or find on your favorite podcast player

Ideas you don’t want to miss

(06:11) Takeaway #1: Build your brand’s human side with safety nets

(06:16) Takeaway #1.1: Test your sender names

(07:43) Takeaway #2: Keep the customer front and center when using humor

(10:24) Takeaway #3: Weave branding into your email strategy

(11:32) Takeaway #4: Find mini-niches to spotlight and engage with

Links from this episode

Take a look at the emails we featured in Ep. 18

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Thinking of starting a podcast? I highly recommend Chana Greenstein’s podcast bootcamp (nope, not an affiliate!)

Missed the Rev episode with Nick Guadio, Reputation REVamped? Listen here

Sign up for excellent ecomm insights from Eli Weiss on his weekly All Things CX & Retention (I don’t use the term excellent for many newsletters – this one’s uniquely insightful)

Missed the Bitly episode with Devin O’Toole, Love and Links? Listen here

Have fun with Jared’s website here

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

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Or find on your favorite podcast player

♻️ This is a replay episode originally aired on June 19, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

How do you bid farewell to your subscribers after building a fan base who consistently posts your emails to social? Oh, and you’re not tasked with sending one or two goodbyes – your brief includes 19 (!) reminders. If you’re Jared Jones, formerly of Drizly, you lean into the humor of the situation and craft a sendoff that perfectly matches the absurdist voice your brand is loved for.

About our guest

Jared Jones is a writer, musician, and one-time podcast guest living in Boston, Massachusetts. He's currently trying to sell his first screenplay so if you happen to know any famous movie producers, well, that'd be pretty neat.

Ideas you don’t want to miss

(05:25) How Jared used his comedy background to develop the Drizly voice – and his “test the fences” barometer

(11:43) How the team planned the 19-email-20-push (!) Drizly goodbye – and how the idea was borne from the absurd amount of emails they had to send

(12:49) How the “last Western” movie influenced the idea and imagery of the campaign

(16:55) Jared’s brainstorming strategy – and elusive methods for defining a creative process

(21:25) The results of the goodbye emails (and other fun subscriber reactions over the years)

(28:30) How Jared is transitioning to a new role at a 100-year old brand that has tighter fences

(30:13) Jared’s favorite brands to swipe emails from

(32:14) A neat trick Jared uses to build loyalty with his readers

Links from this episode

Take a look at the emails we’re talking about today

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Check out the product description pages (PDps) on Firebox’s site

Follow Jared’s journey as he shapes the evolving Stanley Black and Decker Craftsman voice

See how Liquid Death’s voice touches everything they do

Replace your Drizly fix with another “absurdist” brand, Goodr

Check out how Chubbies speaks straight to their audience

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode*

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Or find on your favorite podcast player

Takeaways

(2:32) Takeaway#1: Creativity isn’t magic

(3:25) Takeaway #2: Safe risks are the name of the game

(4:28) Takeaway #3: Humor is a vehicle for building connection – not just likeability

(7:03) Takeaway #4: Be understanding of clients/boss’ hesitations to risk

Links from this episode:

Take another look at the email we featured in Episode 7

Get access to Nick's class on creativity when you join Email Mastery.

Get really jealous of Dr. Eric's Fier's patients when you take a look at his site.

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe

Subscribe to Email Swipes and never miss another episode:

Apple Podcasts

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Google Podcasts

Or find on your favorite podcast player

Read less

♻️ This is a replay episode originally aired on Mar 14, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

How do you win back public favor when the NY Times slams your company? They say no press is bad press, and for Nick, the NYT thumbs-down was just the opportunity he'd been waiting for. Here's how his overhaul of the Rev email program rebuilt brand equity, reinvigorated the dispirited team, and grew a cult-like following.

Timestamps:

(3:14) Why the New York Times slammed Rev – and how Nick took the opportunity to turn around the brand voice by the (sled) reigns

(4:32) How they reduced risk pre-send

(6:59) The follow up email that snowballed the campaign viral-ity

(10:31) Why you shouldn’t plan an airtight content calendar

(13:00) How Nick reapplied media principles and community building methodology to bust expectations

(15:28) The benign violation theory that gives these emails their magic

(19:19) The craziest job offer story that sounds too crazy to be true

(22:23) Why Nick's favorite email lists change so frequently

About our guest

Nick Gaudio is a native West Virginian, ENFJ, Ravenclaw, Scorpio, Wood Ox, and Chaotic Good. He's earned an MFA from The University of Michigan, as well as seven awards from the Press Association as a reporter. Nick has served as a writer and/or email expert for many companies, large to small, B2B to B2C, ecom to SaaS: including theCHIVE.com, Saatva, Rev, Infinite Ranges, RunYourPool, and most recently, Rattle. He lives in Austin with his very patient wife and three toddlers.

Links from this episode:

Take a look at the first email we’re talking about today

Take a look at the second email we’re talking about today

Follow Nick on ⁠LinkedIn⁠

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

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Google Podcasts

Or find on your favorite podcast player

Timestamps

(3:23) Takeaway 1: Convert users by helping them to get to the aha moment

(5:13) Takeaway 2: Use fun to increase engagement, but temper it with relevance

(6:34) Takeaway 3: Use future pacing to help readers get over barriers and into their dreams

(7:19) Takeaway 4: Challenge your defaults to keep yourself fresh

(7:57) Takeaway 5: Get readers hooked with a micro-commitment

(8:45) Listen in on Dawn’s experience collaborating on this project – and her insightful thoughts on the email and flow

Links from this episode

Take a look at the email we’re talking about today

Plan more effective onboarding sequences with my SaaS Onboarding Success Pack

Be more persuasive with the 7 persuasion principles presented in Influence by Robert Cialdini (Pre-fluence is his latest, but I haven't read it, so I can't recommend it.)

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player

Read less

♻️ This is a replay episode originally aired on May 2, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

How do you convince your audience to take time out of their busy day to set the goals they need to succeed with your software? You make a crazy ask and intro yourself with a little inbox mediation – complete with visualization GIF! Because when you’re talking to an audience using visuals to grow, what better way to help them see their success than having them paint their own imaginary self portrait for the future?

Ideas you don't want to miss:

(4:27) How I landed on the big idea for this email flow – and the 3 reasons it worked so well

(6:52) The type of email that I find hardest to write – and why

(8:58) What it was like to write an email flow together with another copywriter

(9:53) How this email changed from its original iteration

(10:16) The reactions this email garnered

Links from this episode

Take a look at the email we’re talking about today

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

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Ideas you don’t want to miss

(0:53) The unintentionally internationality of this season — and why cultural context matters

(2:04) How more guests this season work with teams — and how solo marketers can build a “non-team team”

(2:33) Why AI, templates, or best practices aren’t enough — and what really moves the needle in winning email strategy

(4:08) Give feedback, get pie (i.e. the slightly shameless bribe to fill out the end-of-season survey)

Links from this episode

Share your thoughts – and get pie! – in this Season Wrap Up Survey

Hear how a simple sender name switch changed everything in Ep. 44

Get dizzingly inspired by the BBC’s hyper-personalized campaign featured in Ep. 38

Listen how Anne-Laure leaned into her relationship-building instincts in Ep. 34

Follow the Jasper’s surprising non-best practice winning variation in Ep. 40

Plan more effective campaigns with my Email Playbooks or with my SaaS Success Pack.

Free consult when you sign up for Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

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Ideas you don’t want to miss

(2:04) Takeaway #1: Vet your projects using the Four F’s

(3:02) Takeaway #2: The best copy marries creativity AND data

(4:06) Takeaway #3: Pretty emails can (and should!) be persuasive

(4:43) Takeaway #4: Let your customers fill your content calendar by mining reviews for email ideas

(6:07) Takeaway #5: My creative brainstorming process (lots of words, a little magic)

(7:06) Takeaway #6: Make sure your segmentation strategy is pulling its weight (I know, I’ve said this one 100x before!)

Links from this episode

Take a look at the emails we featured in Ep. 48

Dig into the 4 F's framework in Michal Eisik’s Profitable Freelancer

Listen to how Drizly, PowerUp Toys, and Awara marry pretty and persuasion. There are lots more examples in my Ecomm Playbooks too!

Turn customer reviews into email campaigns with my Campaign Ideation Masterclass - just 31 minutes for $43

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

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Ideas you don’t want to miss

(1:14) Why this dizzying campaign was different than any other Black Friday campaigns I’d worked on previously

(1:52) The #1 thing I love about Four Sigmatic emails

(2:29) How I got around the creative-first approach and snuck in some voice of customer data

(4:48) The surprising results of this launch-heavy Black Friday campaign

(5:19) The 2 things I’d change about this email – and how it influenced our work going forward

Links from this episode

Take a look at the emails we’re talking about today

Leverage customer reviews to build your own high-converting campaigns with my $43 masterclass: "Your Customers Should Be Writing Your Emails: How to Use Customer Reviews to Cheat Your Way Through More Email Campaigns"

Plan more effective campaigns with my Promo and Launches Playbook

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Let’s dive into the strategies and methods used in the South Mountain Bees holiday tease email, featured in Episode 46.

Ideas you don’t want to miss

(02:35) Takeaway #1: Outsource to systems, not just people

(03:41) Takeaway #2: Don't hate on pop-ups, but time them right so they aren’t hateful

(04:11) Takeaway #3: Know your audience's unique engagement signals

(07:06) Takeaway #4: Keep testing on social, but keep some exclusivity for your subscribers

(07:44) Takeaway #5: Make your One Reader someone in your life

(08:18) Takeaway #6: Avoid tease emails if you need measurable results

(08:47) Takeaway #7: There’s no avoiding “primed” spending periods

(09:37) Takeaway #8: Look beyond subject lines - optimize all four inbox "open me" elements

(11:01) Takeaway #9: Use "sell vs. tell" when the product is highly anticipated

Links from this episode

Take a look at the emails we featured in Ep. 46

Grab my free Reengagement Playbook to design your unique re-engagement strategy

Take 10% off the Playbook that inspired this email (the Promos and Launches Playbook) with code BEE10

Hear Heather’s take on subscribers who will never buy in Episode 44

Dig into how to test ideas on social in Episode 37

Get the full discussion on the pros and cons of tease emails in Episode 2

Learn the Show vs. Tell feature highlighted in Episode 43

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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When your dad's birthday is November 30, how do you pull off a successful holiday season without sacrificing precious family time? If you're Adriana Compagnoni, you launch an exclusive pre-sale that not only builds buzz – but also carves out space to enjoy the season.

About our guest

Adriana became a beekeeper in 2012 with two hives and a lot of enthusiasm. Having over 20 years of academic experience in computer science, and being an avid gardener, she approaches beekeeping with a scientist's eye and a gardener’s mind. Because of the susceptibility of bees to pesticides, the synergy between gardening and beekeeping leads to environmentally friendly gardening practices. Her bees forage in the South Mountain Reservation, stopping at their favorite flowers in the yards and trees of SOMa. From linden, poplar, Japanese bamboo, and a variety of wild and garden flowers, the bees collect nectar to produce delicious honey, which won Best in Extracted Honey Division at the New Jersey Honey Show in 2020. Using the surplus of honey and beeswax the bees produce, she strives to offer top quality soaps, lip balm, and other cosmetic products, which have earned numerous awards at the New Jersey Honey Show over the years, including Best in Cosmetics Division four years in a row.

Ideas you don’t want to miss

(3:07) The idyllic first encounters that turned this computer science professor into a beekeeper

(8:39) Adriana’s unique perspective on outsourcing

(11:34) How Adriana found her cadence and voice

(15:27) The top 3 tricks Adriana uses to write better emails

(22:37) How this email evolved over 3 years of Black Friday promos

(25:50) How prioritizing family time actually increased her sales

(32:29) How she writes her highest performing emails (i.e. the ones with the double-digit conversion rates!)

Links from this episode

Take a look at the emails we’re talking about today

Get 20% off Adriana’s award-winning bee products with code NIKKI20 at South Mountain Bees

Get the Promo and Launches Playbook that inspired Adriana’s successful Black Friday pre-sale

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Check out the one-liner emails that inspire Adriana’s honey sales

Connect with Adriana on Facebook

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Let’s dive into the strategies and methods used in the Webroot lead gen email, featured in Episode 44.

Ideas you don’t want to miss

(02:26) Takeaway #1: Email is not an end, it's a means

(04:15) Takeaway #2: Identify your product as a solution or a delighter to plan your approach accordingly

(05:14) Takeaway #3: You can only forego email basics if you're small

(05:40) Takeaway #4: Strategy-first - copy, code, and design second

(08:12) Takeaway #5: Value alignment is often just a differentiator, not a purpose driver

Links from this episode

Take a look at the emails we featured in Ep. 44

Be more strategy driven by joining Email Mastery

Listen to Jasper's take on value alignment in Ep. 40

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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About our guest

Heather Hurd is a marketing leader, keynote speaker, and the CMO and founder of Dusk Marketing. In this role, Heather provides brand and content marketing consulting to help you create the strategies, tactics, assets, and deliverables to build (or rebuild) your marketing foundations as a springboard for long-term success.

Ideas you don’t want to miss

(2:10) Why Heather sees email as the perfect vehicle for brand strategy

(9:38) The surprising hypothesis behind the near-zero open rates (9:45) The two-prong strategy that broke through the inbox fatigue (12:16) The steps used to rebuild the agency’s entire content approach and segmentation strategy

(14:12) How Heather would modernize this email to match what today’s audiences expect from their brands

(16:56) The emails Heather loves for their interactive elements and adventure-focused storytelling

Links from this episode

Take a look at the emails we’re talking about today

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Feel the adventure in Patagonia’s swipe-able emails

Connect with Heather on LinkedIn

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Let’s dive into the strategies and methods used in the Detrack pricing increase email, featured in Episode 42.

Ideas you don’t want to miss

(04:08) Takeaway #1: Create a game plan for adoption, especially when customers differ from users

(04:49) Takeaway #2: Money is not logical - even a $1 increase will bring up the migration question

(06:50) Takeaway #3: Sweep your copy for show vs. tell

(07:56) Takeaway #4: Add a curiosity element to clear subject lines to entice opens

(08:40) Takeaway #5: Sweep your copy for specificity

(10:10) Takeaway #6: Don't get too cute with transactional emails or crisis emails

Links from this episode

Take a look at the email we featured in Ep. 42

Check out the Slack pricing change email that inspired additions to this Detrack email

Edit like a pro with the Copyhacker’s copy sweeps method of editing

Plan more effective emails with my Ecomm Playbooks (especially the Transactional Emails Playbook or the Crisis Emails Playbook) or SaaS Success Pack

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When you're a logistics app that hasn't raised prices in close to a decade – during economic uncertainty and amidst industry-wide price hikes – how do you break the news without breaking customer trust? First, craft a transparent, compassionate email – then swipe a simple progress infographic to prove value.

Ideas you don’t want to miss

(3:11) Why the Detrack app is “ugly” (their words!)

(4:43) The 2 factors that made Detrack nervous about communicating their upcoming price increase – and the hidden blessing in the negativity

(5:28) The basic strategy every pricing increase series needs

(5:42) How seeing Slack’s price increase communication influenced this email

(9:07) The simple solve for offer conflicts

Links from this episode

Take a look at the emails we’re talking about today

Check out the Slack pricing change email that inspired additions to this Detrack email

ADD ConvertKit consult blurb

Learn more about how legacy users need help with new feature updates in Episode 3 with Devin from Bit.ly

Leverage transactional emails with Nikki's Post Purchase Transactional Playbook

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Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Let’s dive into the strategies and methods used in the Collishop birthday email, featured in Episode 40.

Ideas you don’t want to miss

(3:12) Takeaway #1: Start small and scrappy

(5:42) Takeaway #2: Unexpected insights can come from unconventional approaches

(08:19) Takeaway #3: Diversify your customer feedback collection

(10:31) Non-Takeaway #4: How people don’t provide feedback is just as important as how they do provide feedback

(11:30) Takeaway #5: Creative button copy belongs in secondary links

(12:17) Takeaway #6: The key to successful luxury emails? Storytelling

Links from this episode

Take a look at the emails we featured in Ep. 40

Check out Jasper’s holiday tips that impressed me in the Email Uplers holiday roundup

Hear Jo talk about how Hiut Denim does luxury email marketing well at the end of Ep. 1

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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About our guest

Jasper is an email marketing and CRM expert with over 12 years of experience. He has worked at some great companies, including Nestlé, Lidl, and Colruyt Group. Jasper is also a speaker at international conferences, delivering several speeches at events such as the Data & Automation Summit, Mrtech Festivel, and the E-commerce Summit, to name a few. With the goal of helping the world send better emails, teaching, and training marketers in email marketing, CRM, and marketing automation is also a key part of Jasper’s work. After 11 years, Jasper decided to go for it and started ‘The Future Funnel,’ an email marketing & CRM agency, in 2023. Positioning themselves as "Your in-house email & CRM experts," they analyze, strategize, execute, and train. In the first year they are already working with some amazing brands such as GAMMA, Torfs, and Nespresso.

Ideas You Don’t Want to Miss

(3:20) The gap in the Belgian email agency market—and why Jasper decided to launch his own

(15:47) Where most agencies fail in their client management – and what Jasper does with his clients instead

(14:05) The surprising insight the team learned from their sentiment scores – and the even more surprising tweaks they made to boost conversions

(18:28) When listening to customer feedback fails – and how to collate your data to know what to ignore

(21:11) How to play with creative button copy without sacrificing conversions

(25:04) The rare luxury brand that Jasper thinks does email well

Links from this episode

Take a look at the emails we’re talking about today

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Check out Episode 30 with Rand Fishkin for more on customer feedback (the episode Jasper referenced)

Check out Episode 5 with Licorice.com for even more on customer feedback (the episode I countered with)

Follow Jasper’s fabulous work at The Future Funnel

Drool over how Neuhaus Chocolates balances luxury and conversions

Connect with Jasper on Linkedin

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Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Ideas you don’t want to miss

(02:53) Takeaway #1: When you don’t get replies, lean on other pulse metrics

(04:06) Takeaway #2: Go beyond first name personalization for deeper impact

(05:01) Takeaway #3: Get the most out of your evergreen emails by iterating on the full user journey

(05:32) Takeaway #4: Spend 5 minutes a day reading promo emails

Links from this episode

Take a look at the emails we featured in Ep. 38

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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About our guest

I love email development, the challenges, the code, the community. Day to day I look after the code me and my team create at ActionRocket.

Ideas you don’t want to miss

(04:03) The process that gives the Action Rocket team the headspace for such diverse clients

(05:23) Why the BBC email strategy is decidedly unique

(08:17) How the Action Rocket team delivered real-time election results to millions on a six-week deadline

(09:57) The one mistake that almost ruined election night emails – and the matrix of backup systems, manual overrides, and late-night troubleshooting that saved the day

(16:23) Why they didn’t use classic first name personalization – and what they went deep on instead

(23:52) What the team learned from the process – and how they’re using it to go even bigger next election period

(28:55) Jay’s favorite brands for email inspiration—and why he reads eversingle email in his Promotions tab

Links from this episode

Take a look at the email we’re talking about today

Check out the amazing work ActionRocket is doing

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Check out Dr. Squatch’s on-trend emails

Connect with Jay on LinkedIn

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Ideas you don’t want to miss

(02:58) Takeaway #1: Use 1-off communications as a testing playground

(04:15) Takeaway #2: Don’t just collect data, use it too

(05:27) Takeaway #3: Make room for the crazy

(05:51) Takeaway #4: Share, collaborate, and build in public

(06:08) Takeaway #5: Change up the sender name and branded elements to create a pattern interrupt

(08:05) Takeaway #6: Tap into your teams for insights

(09:05) Takeaway #7: First strategy, then copy

Links from this episode

Take a look at the emails we featured in Ep. 36

Explore more on how teams vs. customers view brands in our episode with Bit.ly

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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About our guest

Taylor Raffa is the Mass Email Team Lead at Semrush, a leading SaaS platform for digital marketing. Her team crafts engaging newsletters, drives impactful campaigns, and fosters a strong culture of connection. With over a decade of international email marketing experience across diverse industries, Taylor has worked in the US, France, and now the Netherlands.

Ideas you don’t want to miss

(02:40) How Semrush (brilliantly) structures their email team

(05:12) The “wild idea” behind the template mosh

(09:15) The tangible and intangible results of this email combo

(11:18) The #1 factor Taylor thinks gave the email success

(07:15) The design elements and shifts that contributed to this email’s success

(19:06) How they've adapted the email since – across multiple price points and products

(20:10) The brand that has Taylor “smelling the store” in her inbox

Links from this episode

Take a look at the email we’re talking about today

Check out all the way-more-than-SEO offerings from Semrush

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Get sensory overload in your inbox when you subscribe to Lush’s emails

Connect with Taylor on LinkedIn

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Ideas you don’t want to miss

(08:24) Takeaway #1: Use storytelling for these 2 reasons

(09:13) Takeaway #2: Email is all about relationships – and relationships are emotional

(09:49) Takeaway #3: Take risks, then massage your strategy to reduce risk

(10:41) Takeaway #4: Introduce pattern interrupts to balance familiarity with freshness

(11:38) Takeaway #5: Use email signatures to kill 2 birds with 1 stone

(12:19) Takeaway #6: It’s your contractual right to promote yourself to your readers

(14:10) Takeaway #7: Provide value as you sell

(15:05) Takeaway #8: Be strategic if you’re sending consistent content

(16:55) Takeaway #9: Mix things up with other media to deliver more depth

(17:23) Takeaway #10: Nothing sells itself, not even free content your audience will love

Links from this episode

Take a look at the emails we featured in Ep. 34

Rand Fishkin recommended Anne-Laure for Email Swipes. Did you hear his episode on winback emails?

Find tons of ideas for ecomm emails that give value (not just sell) in my Welcome Playbook.

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

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About our guest

Anne-Laure Le Cunff is an award-winning neuroscientist, entrepreneur, and author. She founded Ness Labs, an online learning platform offering evidence-based resources for professional and personal growth, which weekly newsletter has more than 100,000 readers. She is also a researcher at the Institute of Psychiatry, Psychology & Neuroscience of King’s College London, where she studies the neurodevelopment and evolutionary neuroscience of curiosity. Previously, she was an executive at Google, where she led digital health projects. Her upcoming book, Tiny Experiments, will be published in March 2025.

Ideas you don’t want to miss

(08:52) How Anne-Laure approached the creation of the “the most important newsletter I have ever sent”

(09:58) Her super simple content strategy and how it’s led to list growth

(14:24) The foundational analogy Anne-Laure uses that earns her audience’s trust and loyalty

(11:55) How Anne-Laure gives neuroscience emails a personal touch

(16:14) Why sending this book reveal newsletter felt nostalgic

(22:35) The creative solution that “allowed” Anne-Laure to market her book while still providing her trademark neuroscience content

(27:25) The 3 phrases of the Ness Labs’ list growth that attracted 100K subscribers in just 5 years

Links from this episode

Take a look at the email we’re talking about today

Become the scientist of your own life when you subscribe to Anne-Laure’s emails.

Anne-Laure’s book, Tiny Experiments, will help you rethink your approach to goals, creativity, and life itself. Preorder now (until March 2025) to access exclusive bonuses.

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Get inspired like Anne-Laure does with James Clear’s 3-2-1 Newsletter

Connect with Anne-Laure Le Cunff on LinkedIn and Instagram

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Ideas you don’t want to miss

(03:47) Takeaway 1: Know your audience and tailor your strategy to their reality.

(04:35) Takeaway #2: Always remember that your first sell is the internal team, not just the subscribers.

(05:42) Takeaway #3: Weigh the pros and cons. We may be best serving our customers, even if they think we’re doing things wrong.

(07:17) Takeaway #4: Know your lines. What matters to you as a brand? What matters to you for your customers?

Links from this episode

Take a look at the emails we featured in Ep. 32

Learn the amazing benign violation theory from Nick Guadio in Episode 9

Hannah taught us the say-do gap in a LinkedIn post, but she also came on for an amazing episode

Hear Rand Fishkin question standard business practices in Episode 30 (also hear about the SOC2 compliance requests they know they can tune out

Listen in on some of the hate mail Drizly got from Jared Jones in Episode 18

Hear how Alex Sanfillipo of PodMatch tunes out insulting feedback in Episode 28

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Ideas you don’t want to miss

(03:21) The goal of the emails in this sequence – and why things are different nowadays

(03:57) Why we decided to go hard on voice

(05:05) How this email was misunderstood

(05:56) The good, the bad, and the ugly feedback we got from this sequence

(06:49) What contributed to the resounding success of this email sequence

Links from this episode

Take a look at the email we’re talking about today

Plan more effective campaigns with my Ecomm Playbooks or SaaS Success Pack

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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Ideas you don’t want to miss

(03:54) Takeaway 1: 1:1-style personal emails don’t have to be (or usually shouldn’t be) all or nothing

(04:48) Takeaway #2: Flex those humility muscles before asking for customer feedback

(05:55) Takeaway #3: Use email content to take shared values further

(08:00) Takeaway #4: Learn (and use) your customers’ lifecycle

(08:49) Takeaway #5: Use choice to increase relevance when you don’t have the right data

(09:17) Takeaway #6: Don’t blindly follow your competition

(10:02) Takeaway #7: Understand screen fatigue and cut whatever you can

Links from this episode

Take a look at the emails we featured in Ep. 30

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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About our guest

Rand Fishkin is cofounder and CEO of SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter.

Ideas you don’t want to miss

(08:42) How SparkToro tag teams their email communications – and how each sender flavors their emails with unique perspectives

(11:50) The unique lifecycle of the SparkToro customer – and the even more unique response and encouragement of the SparkToro team and communications

(19:11) How feeding bias into the email copy actually improves responses and gives the team better feedback

(19:57) How they keep this email updated, without maxing out the team

(21:31:) Why you shouldn’t use cream in your pasta – and what you should do instead

(22:33) The simple filter that helps the team deprioritize the requests that won’t serve their core customers

(27:01) The changes Rand wants to make to this email (and every other email he sends)

Links from this episode

Take a look at the emails we’re talking about today

Discover the websites, blogs, podcasts, social accounts, and publications that reach your audience with SparkToro

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Ideas you don’t want to miss

(04:50) Takeaway 1: Look at cold pitching as a sprint, not as a project

(05:06) Takeaway #2: The more research you have, the stronger your hypotheses are going to be

(05:55) Takeaway #3: Give yourself the time to let the full process happen, without pressure

(06:08) Takeaway #4: Be quick with cold (but not in the way you think)

(07:12) Takeaway #5.1: Don’t be scared to follow up

(07:41) Takeaway #5.2: Find that balance of following best practices

(10:32) Takeaway #6: Responses is where you’re going to feel that human relationship-ness of email, for better or for worse

(11:44) Takeaway #7: Again, find your space within best practices – and use this to know if you’re breaking them safely.

Links from this episode

Take a look at the email we featured in Ep. 28

Swipe all the interesting bits on the Podmatch website

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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If you’re Alex Sanfilippo of PodMatch, you disregard your mastermind’s “don’t do it!” advice and offer your $1,200 course, completely free – and build relationships as you build up the global podcasting community.

About our guest

Alex Sanfilippo is the founder of PodMatch.com, a software that automatically matches podcast guests and hosts for interviews. Alex is also the host of the top-rated podcast, Podcasting Made Simple, and a lead educator in the podcasting industry. Alex's sole focus is to serve independent podcast guests and hosts so they can grow their influence and revenue so they can better serve their listeners!

Ideas you don’t want to miss

(02:42) Alex’s original cold pitching strategy and why he decided to overhaul it

(06:37) The creation process of this email and Alex’s genius workflow for writing like he speaks

(09:22) The #1 strategy that people don’t realize that makes cold email successful – and how Podmatch takes it to the next level, across all of their emails

(10:41) Why Alex only sends one email and not a whole cold sequence (plus, a good litmus test for knowing when you can break best practices)

(13:17) One really unique thing about the responses that this email generates

(14:50) Why Alex’s mastermind advised against his strategy – and how he used that story to generate more accountability and commitment from recipients

(17:20) Why this send was so scary and Alex’s multi-prong strategy for dealing with negative responses

(20:06) How this email is truly serving and impacting podcasters – and how Alex makes personal communication scaleable

(27:37) Alex’s favorite emails to swipe from

Links from this episode

Take a look at the emails we’re talking about today

Want to be featured as a guest on podcasts? Have a podcast and need great guests? You need Podmatch.

Check out the amazing PodMatch course/community by taking the PodScore quiz

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

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Connect with Alex on LinkedIn

Get the high-value emails that Alex swipes from: Michael Hyatt and Brendon Burchard

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Ideas you don’t want to miss

(04:54) Takeaway 1: Use data to personalize for relevance, not for attention

(06:03) Takeaway #2: Collect data! Interviews, reviews, polls – whatever, wherever, it’s such critical stuff

(06:32) Takeaway #3: Make sure you’re using the right kind of data for personalization

(07:40) Takeaway #4: Weigh the complexity of personalization vs. the output and value it’ll give you

(08:24) Takeaway #5: Lean more on behavioral data than on data that you ask for

(08:53) Takeaway #6: Value those replies, read them, respond to them, and use them!

(09:34) Takeaway #7: Balance plain text strategy with well designed emails (for ecomm)

Links from this episode

Take a look at the emails we featured in Ep. 26.

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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About our guest

Anna Levitin is an Email & Lifecycle Marketing Specialist, formerly Email & Marketing Operations Lead at Powtoon. Anna is an email enthusiast with a talent for AB tests, segmentation, and positive ROI. Cultural anthropology background empowers her passion for understanding customers' behaviors, anticipating their needs, and delivering personalized content. She has vast experience working with SaaS and e-commerce products. Anna is an international speaker at email conferences, podcast guest, and vivid evidence that email is far from dead.

Ideas you don’t want to miss

(05:23) How webinars fit into the overall Powtoon content strategy - and how they use them to build community and celebrate their customers

(09:14) How they deeply personalize their webinar flows based on each user’s data

(10:49) How they swiped from one of their sales rep’s hack to increase open and attendance rates

(19:26 How they use design to demonstrate the varied benefits of their webinars

(21:42) How they weave feedback throughout the customer experience to continuously personalize the user experience

Links from this episode

Take a look at the email we’re talking about today

My $37 customer interview packet can give you the Voice of Customer Data you need to swipe the Powtoon subject line strategy. It has everything you need to run better customer interviews: email templates, goal setting sheets, checklists – and 114 questions, divided by your research goals.

Want more ideas for using your customer data than just subject lines? Check out my $43 masterclass on generating endless ideas from customer reviews.

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Create videos in minutes with Powtoon See how Grammarly gamifies usage in their emails and how Slack visually categorizes their emails

Enjoy the fun, engaging emails Casper and Inspired by Iceland

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Ideas you don’t want to miss

(02:47) Takeaway #1: Judge carefully

(04:11) Takeaway #2: Segment your list… but… do so with a grain of salt.

(05:29) Takeaway #3: Test your offers before defaulting to that discount

(06:26) Takeaway #4: Use research to answer your questions

(07:00) Takeaway #5: Use email to test what research can’t answer for you

(07:55) Takeaway #6: Match your copy to what your audience needs to hear

(08:53) Takeaway #7: Realize that there is no objective definition for “valuable”

Links from this episode

Take a look at the emails we featured in Ep. 24

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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Ideas you don’t want to miss

(01:21) How Harvie founder’s unique background gave rise to Harvie

(03:29) The 3 reasons we needed to rethink Harvie’s promotional offers – and the 1 thing that made it tricky

(04:58) The lightbulb moment – and why it worked

(05:29) Why this email is so short – and what the follow up looked like

(06:31) The other times we tried free gift offers for Harvie

Links from this episode

Take a look at the emails we’re talking about today

Live in Pennsylvania? Get fresh, local groceries to your door with Harvie

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

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Ideas you don’t want to miss

(04:39) Takeaway 1: Use your resources the way that works best for you, not how everyone says you should

(07:42) Takeaway #2: Would you say this in real life? Maybe that’s okay, maybe it’s not, but you need to dig into the why

(08:22) Takeaway #3: It’s your job to take the reins on emotion

(09:55) Takeaway #4: Every touchpoint is a branding opportunity. Which means every email is a branding opportunity.

Links from this episode

Take a look at the email we featured in Ep. 22

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Get better results from your relationships by reading Never Split the Difference

Listen to more genius insights from Sophia in Ep. 11

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About our guest

Ry Schwartz has been deep in the trenches for dozens of 6- and 7-figure program launches and evergreen funnels. He’s written for and/or consulted with top online entrepreneurs and trainers like Amy Porterfield, Todd Herman, London Real, Josh Shipp and Dan Martell just to name a few. And he’s done it all without writing a single line of “copy”. Instead, he developed the Coaching The Conversion Method™ as a faster, more natural and intuitive framework for crafting launch and funnel copy that connects deeply with your prospects, and “coaches” them into being the perfect buyer. Ry has used his signature CTC processes to generate a combined revenue of $75M+ for his partners and clients - while training thousands of students as a guest-teacher inside Copy School (by Copyhackers) and his own training platform, Empire Engineering.

Ideas you don’t want to miss

(4:19) How Ryan does and does not use AI – and the process-improving reasons why

(9:05) One of Ry’s humanizing criteria for writing copy

(9:39) The mashup of things that inspired this serenading email (5 entire years ago!)

(11:09) How Ry sets the tone of cart close emails to empower confident decision making

(14:23) What “projectuition” is – and how Ry uses it to normalize and validate pain points

(17:11) The feedback Ry got from this email and video

(19:58) The strategic change Ry would have made to this email if he could go back in time

(21:28) Ry’s favorite brands to cull inspiration from – and why

Links from this episode

Take a look at the email we’re talking about today

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Be amazed by how fresh AppSumo keeps their descriptions for similar products over and over again

Get enthralled by the “mundane moment” storytelling of Cheryl Rerrick and Tarzan Kay

Connect with Ry on LinkedIn

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Ideas you don’t want to miss

(02:26) Takeaway 1: Block the big things into your content calendar

(02:09) Takeaway #1.1: Feeling pressured by certain email norms? Strip it down to the why and reformat accordingly

(02:48) Takeaway #2: Don’t stop until you hit the dead end of the customer experience

(05:08) Takeaway #3: Build brand loyalty when you use (real) exclusivity

(05:28) Takeaway #4: Find good mentors. Or… maybe be a good mentor.

(06:18) Takeaway #5: Don’t stress if your creative process fluctuates with time

Links from this episode

Take a look at the emails we featured in Ep. 20

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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About our guest

Megan Boshuyzen is the award-winning Senior Email Developer at Sinch Email, overseeing email development for Sinch Mailgun, Sinch Mailjet, and Sinch Email on Acid. She also leads Email on Acid’s monthly “Notes from the Dev” show, helping to advance the email development space by spotlighting thought leaders and sharing best practices. A graphic designer turned email developer, Megan believes that well-designed emails can transform the way businesses communicate with their customers and create positive change. Prior to joining Sinch Email, Megan co-founded Mango and Marigold Press – an award-winning, independent publishing house – and went on to spend more than four years building and growing the email program for the Harold Grinspoon Foundation’s PJ Library.

Ideas you don’t want to miss

(04:39) The system Megan uses to ship emails for 3 brands with her 2-person team

(06:27) The crazy timeline they gave for this email – and why it still wasn’t long enough (!)

(07:52) The bajillion variations of emails and landing pages Megan and Julia developed for this one email send

(09:04) Why they didn’t link to an external quiz for the non-interactive audience (this one surprised me)

(15:42) The creation process of the email (and landing pages) – and where they swiped design inspiration from

(19:49) The types of responses the email generated – and how that’s informing their future strategy

(24:00) Megan’s favorite brands to swipe from – and why developers tend to use curated feeds for inspiration

Links from this episode

Take a look at the emails we’re talking about today

Make coding emails even faster with Megan’s email design system tutorial for Parcel Unpacked

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Check out Uproot’s fun-and-well-designed emails

Send better email with Sinch’s email offerings

Find Megan on LinkedIn or on her website

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Ideas you don’t want to miss

(06:11) Takeaway #1: Build your brand’s human side with safety nets

(06:16) Takeaway #1.1: Test your sender names

(07:43) Takeaway #2: Keep the customer front and center when using humor

(10:24) Takeaway #3: Weave branding into your email strategy

(11:32) Takeaway #4: Find mini-niches to spotlight and engage with

Links from this episode

Take a look at the emails we featured in Ep. 18

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Thinking of starting a podcast? I highly recommend Chana Greenstein’s podcast bootcamp (nope, not an affiliate!)

Missed the Rev episode with Nick Guadio, Reputation REVamped? Listen here

Sign up for excellent ecomm insights from Eli Weiss on his weekly All Things CX & Retention (I don’t use the term excellent for many newsletters – this one’s uniquely insightful)

Missed the Bitly episode with Devin O’Toole, Love and Links? Listen here

Have fun with Jared’s website here

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*About our guest*

Jared Jones is a writer, musician, and one-time podcast guest living in Boston, Massachusetts. He's currently trying to sell his first screenplay so if you happen to know any famous movie producers, well, that'd be pretty neat.

*Ideas you don’t want to miss*

(05:25) How Jared used his comedy background to develop the Drizly voice – and his “test the fences” barometer

(11:43) How the team planned the 19-email-20-push (!) Drizly goodbye – and how the idea was borne from the absurd amount of emails they had to send

(12:49) How the “last Western” movie influenced the idea and imagery of the campaign

(16:55) Jared’s brainstorming strategy – and elusive methods for defining a creative process

(21:25) The results of the goodbye emails (and other fun subscriber reactions over the years)

(28:30) How Jared is transitioning to a new role at a 100-year old brand that has tighter fences

(30:13) Jared’s favorite brands to swipe emails from

(32:14) A neat trick Jared uses to build loyalty with his readers

*Links from this episode*

Take a look at the emails we’re talking about today

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Check out the product description pages (PDps) on Firebox’s site

Follow Jared’s journey as he shapes the evolving Stanley Black and Decker Craftsman voice

See how Liquid Death’s voice touches everything they do

Replace your Drizly fix with another “absurdist” brand, Goodr

Check out how Chubbies speaks straight to their audience

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Ideas you don’t want to miss

(01:05) Why I started Email Swipes despite the fact that I’m not your classic podcast person

(03:41) The one thing I’d do differently if I was launching Email Swipes again

(04:28) The best part of the launch (that I almost didn’t even include)

(04:39) Why I edited the first 10 episodes myself – and why I started outsourcing the editing

(06:10) How I use AI (and how I don’t) for Email Swipes

(06:54) The most surprising things about podcasting

(08:01) The most rewarding thing about podcasting

Links from this episode

Give me feedback on Season 1 so I can improve for Season 2

Check out everyone’s guesses on what I was launching (on the success page of the survey, @#sorrynotsorry)

Subscribe to Jason Fiefer’s awesome newsletter

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Ideas you don’t want to miss

(01:36) Takeaway #1: Keep your content goal-oriented

(06:17) Takeaway #2: Keep your content action-oriented

(07:12) Takeaway #3: Don’t forget that sender name reputation is worth more than subject line click-ability

Links from this episode

Take a look at the email we featured in Episode 15

Balance your content and promos better with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions

here.

Give me feedback on Season 1 so I can improve for Season 2

Follow Nikki on LinkedIn

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Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Ideas you don’t want to miss

(02:01) The new idea the team came up with, to replace the original IRL initiative

(03:13) What made this email risky

(03:58) The disappointing response this email got

(04:46) A similar email I once got from a different brand

Links from this episode

Take a look at the email we’re talking about today

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Give me feedback on Season 1 so I can improve for Season 2

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Ideas you don’t want to miss

(02:08) Takeaway 1: Research gives you relevance.

(03:03) Takeaway 2: Templates have their place, but they’re limited

(03:26) Takeaway 3: Use abandoned carts to motivate, not just remind

(05:29) Takeaway 4: Layer in emotion – it’s how people make decisions!

(05:52) Takeaway 5: Test your buttons – boring often converts better

Links from this episode

Take a look at the email we’re talking about today

Plan more effective abandoned cart sequences with my Abandonment Playbook

Grow your business when you join the Creative CEO Academy

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

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Timestamps

(3:23) Takeaway 1: Convert users by helping them to get to the aha moment

(5:13) Takeaway 2: Use fun to increase engagement, but temper it with relevance

(6:34) Takeaway 3: Use future pacing to help readers get over barriers and into their dreams

(7:19) Takeaway 4: Challenge your defaults to keep yourself fresh

(7:57) Takeaway 5: Get readers hooked with a micro-commitment

(8:45) Listen in on Dawn’s experience collaborating on this project – and her insightful thoughts on the email and flow

Links from this episode

Take a look at the email we’re talking about today

Plan more effective onboarding sequences with my SaaS Onboarding Success Pack

Be more persuasive with the 7 persuasion principles presented in Influence by Robert Cialdini (Pre-fluence is his latest, but I haven't read it, so I can't recommend it.)

Grow your business when you join the Creative CEO Academy (I'll earn a commission.)

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Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

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Timestamps

(4:27) How I landed on the big idea for this email flow – and the 3 reasons it worked so well

(6:52) The type of email that I find hardest to write – and why

(8:58) What it was like to write an email flow together with another copywriter

(9:53) How this email changed from its original iteration

(10:16) The reactions this email garnered

Links from this episode

Take a look at the email we’re talking about today

Supercharge your Pinterest and Instagram marketing with Tailwind

Follow Nikki on LinkedIn

Grow your business when you join the Creative CEO Academy (I'll earn a commission)

Get your free consult with Nikki when you sign up to ConvertKit using this affiliate link (I'll earn a commission)

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Timestamps:

(3:07) The first step the GetUplift team takes before they touch any copy

(4:42) How the customer research fed this email idea

(6:34) The standard emotion of abandoned cart – and what Sophia focused on instead

(7:37) The little extras that make this abandoned cart shine

(11:03) An excellent A/B split for all abandoned cart sequences

(12:58) Sophia’s tip for testing unconventional things

(17:47) How this sequence gave a feedback loop to optimize further sequences

(18:09) The one thing Sophia would change to improve this email

About our guest

Sophia helps some of the coolest, high-growth brands around connect with their customers' actual needs and increase conversions as the Head of Research and Copy at GetUplift.

Links from this episode:

Take a look at the email we’re talking about today

Follow Sophia on ⁠LinkedIn⁠

Check out her work (or read some cool stuff about CRO & emotional marketing) at getuplift.co Join the newsletter while you’re there, it’s neat

Grow your business when you join the Creative CEO Academy (I'll earn a commission)

When you’re stuck, get big picture positioning reminders from Tovala

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

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Takeaways

(4:38) Takeaway #1: Vanity metrics are so easy to get sucked into

(5:57) Takeaway #2: Sometimes you can turn a "no" into a "yes, if..." 

(7:29) Takeaway #3: You can't please the people you normally please – 100% of the time. 

(8:15) Takeaway #4: Use these two barometers to test if you're oversharing:

#1: Is this helpful for my audience? 

#2: Is sharing this appropriate for my audience? 

(9:41) Takeaway #5: Hit reply on emails that you like! 

Links from this episode:

Take another look at the email we featured in Episode 9

Build your email toolbox when you join Email Mastery.

Grow your business when you join the Creative CEO Academy (I'll earn a commission)

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Subscribe to Email Swipes and never miss another episode:

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Timestamps:

(4:30) How Hannah’s research brain – and TikTok culture – led to this email

(12:51) The balancing-act-slash-experiment that is Hannah’s email list

(14:37) How to set objectives in research so you don’t color the data

(18:09) The measure Hannah used for this email, in absence of replies

(21:29) The ripple effect this email gave to Hannah’s overall personal brand

About our guest

Hannah is a Consumer Psychologist for growth-stage startups. She's also a Cornell Psych Grad & trained therapeutic Counsellor with 10 years of experience in qualitative research. Now she helps clients like HubSpot and Shopify Plus decode how their customers think, so they can connect with (and convert!) the human behind the buyer.

Links from this episode:

Take a look at the email we’re talking about today

Take a look at Jason Fiefer’s email with the full story of Naveen’s reframe

Follow Hannah on ⁠LinkedIn⁠

Get more transparent insights from Hannah at hannahshamji.com/newsletter

Grow your business when you join the Creative CEO Academy (I'll earn a commission)

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💬 Free consult when you sign up to ConvertKit

Sign up to ConvertKit using this affiliate link and you'll earn a free 30-minute consult that we can use to set up your list strategy, live edit your welcome sequence, or whatever else you want to use our time for.

Terms and conditions here. 

Takeaways

(2:32) Takeaway#1: Creativity isn’t magic

(3:25) Takeaway #2: Safe risks are the name of the game

(4:28) Takeaway #3: Humor is a vehicle for building connection – not just likeability

(7:03) Takeaway #4: Be understanding of clients/boss’ hesitations to risk

Links from this episode:

Take another look at the email we featured in Episode 7

Get access to Nick's class on creativity when you join Email Mastery.

Get really jealous of Dr. Eric's Fier's patients when you take a look at his site.

Grow your business when you join the Creative CEO Academy (I'll earn a commission.)

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe

Subscribe to Email Swipes and never miss another episode:

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Or find on your favorite podcast player

Timestamps:

(3:14) Why the New York Times slammed Rev – and how Nick took the opportunity to turn around the brand voice by the (sled) reigns

(4:32) How they reduced risk pre-send

(6:59) The follow up email that snowballed the campaign viral-ity

(10:31) Why you shouldn’t plan an airtight content calendar

(13:00) How Nick reapplied media principles and community building methodology to bust expectations

(15:28) The benign violation theory that gives these emails their magic

(19:19) The craziest job offer story that sounds too crazy to be true

(22:23) Why Nick's favorite email lists change so frequently

About our guest

Nick Gaudio is a native West Virginian, ENFJ, Ravenclaw, Scorpio, Wood Ox, and Chaotic Good. He's earned an MFA from The University of Michigan, as well as seven awards from the Press Association as a reporter. Nick has served as a writer and/or email expert for many companies, large to small, B2B to B2C, ecom to SaaS: including theCHIVE.com, Saatva, Rev, Infinite Ranges, RunYourPool, and most recently, Rattle. He lives in Austin with his very patient wife and three toddlers.

Links from this episode:

Take a look at the first email we’re talking about today

Take a look at the second email we’re talking about today

Follow Nick on ⁠LinkedIn⁠

Grow your business when you join the Creative CEO Academy (I'll earn a commission.)

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player

💬 Free consult when you sign up to ConvertKit

Sign up to ConvertKit using this affiliate link and you'll earn a free 30-minute consult that we can use to set up your list strategy, live edit your welcome sequence, or whatever else you want to use our time for.

Terms and conditions here. 

Takeaways

(2:03) Takeaway #1: Show, don't tell. (But, for real.)

(3:32) Takeaway #2: Turn likability into reciprocity by using You vs. We

(5:23) Takeaway #3: Couple logic with inspiration to get over your fear of surveying customers

(6:50) Takeaway #4: Try psychological incentives before physical incentives

(8:32) Takeaway #5: Test best practices

(8:56) Takeaway #6: Listen to your intuition, especially when dealing with humans

(9:29) Takeaway #7: Couple list-wide feedback initiatives with individual, behavior-based surveys

Links from this episode:

Take another look at the email we featured in Episode 5

Take a look at the non-customer version of the email

Take a look at the survey sent to non-customers

Grow your business when you join the Creative CEO Academy (I'll earn a commission.)

Be more persuasive with the 7 persuasion principles presented in Influence by Robert Cialdini (Pre-fluence is his latest, but I haven't read it, so I can't recommend it.)

Understand when to send feedback / review / upsell / and other strategy emails when you join Email Mastery. Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Subscribe to Email Swipes and never miss another episode:

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Or find on your favorite podcast player

Timestamps:

(1:31) How a domain name (and COVID-19) moved Jonathan from corporate to ecomm

(3:40) The crazy inspiring feedback this email generated – and how it led to a relationship with one of the world’s wealthiest

(5:19) How the team knows when to survey their customers

(6:40) The survey questions they asked – and the one that got the best responses

(8:02) The A/B test results from their “best practice” sender name

(11:55) The brand Jonathan swipes from for design and structure inspiration

(12:08) The brand that convinces Jonathan that he’s getting real, personal 1:1 emails – despite him knowing he’s in a funnel

About our guest

Jonathan is the co-founder of GOAT Foods, parent company to seven gourmet snack companies.

Links from this episode:

Take a look at the email we’re talking about today

Follow Jonathan on ⁠LinkedIn⁠

Munch on some goodies from the GOAT foods family: licorice.com or pretzels.com or chocolate.com or caramels.com or cashews.com

Get design inspiration from hexclad.com

Dare to remember that the flockfoods.com email’s are automated

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player

Let's dive into the strategies and methods used in the Valentine’s Day love letter email Devin wrote for the Bit.ly customers, featured in Episode 3.

Takeaways

(1:37) Takeaway #1: Take stock of your customer lifecycle after big changes.

(3:47) Takeaway #2: Don’t be scared to sell. The products you’re pitching provide value, as long as you’re not being too pushy.

(4:46) Takeaway #3: Stop evaluating emails by length. Instead, focus on the outcome of the length.

(6:16) Takeaway #4: Borrow from other media

(8:06) Takeaway #5: Think outside the inbox, especially if you’ve got a team to help amplify

(9:24) Takeaway #6: Try a sentiment rating system

Links from this episode:

Take another look at the email we featured in Episode 3

Grow your business when you join the Creative CEO Academy (I'll earn a commission.)

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Subscribe to Email Swipes and never miss another episode:

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player

Ideas you don't want to miss:

(4:00) How lack of legal approval actually inspired a better email

(9:05) The elements that gave this email an authentic feeling of caring

(10:50) Why it’s okay that this email’s impressions aren’t measurable

(13:43) How Devin swipes from social media strategy (maybe he should start a podcast called Social Swipes 😜)

(14:50) The viral response the email generated – and how the team snowballed its visibility

(18:04) The only thing Devin would change about the email

(21:42) Why Devin does NOT take inspiration from the emails in his inbox

About our guest, Devin

Bitly's Devin O'Toole is an accidental email marketer and former creative with over a decade of marketing experience across SaaS and retail.

Links from this episode

Take a look at the email we’re talking about today

Follow Devin on LinkedIn

Get all the link tools you need from Bit.ly

Grow your business when you join the Creative CEO Academy (I'll earn a commission.)

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe. ⁠

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player

💬 Free consult when you sign up to ConvertKit

Sign up to ConvertKit using this affiliate link and you'll earn a free 30-minute consult that we can use to set up your list strategy, live edit your welcome sequence, or whatever else you want to use our time for.

Terms and conditions here. 

Takeaways

(1:35) Takeaway #1: Email isn’t dead, but it is getting stale. Instead of chasing new, shiny platforms, how can you do email “fresh”? 

(3:08) Takeaway #2: Don’t scoff – save! Use “bad” emails to inspire good ones. 

(3:48) Takeaway #3: Just do behavioral emails. The work is worth it. 

(4:22) Tip: Gmail will thread – and bump up – a second email that has the same subject line as the previous email. 

(6:02) Takeaway #4: Evaluate your strategy against the big picture. Make sure any cleverness/fun/creativity isn’t getting in the way. 

(7:11) Takeaway #5: Don’t forget the Rule of One. Write to one person. Picture that one persona, and write to them. 

(8:10) Takeaway #6: Don’t underestimate intangible urgency. Structure drivers and motivators as urgency plays. Plus: Know Thy Customer 

(9:32) Takeaway #7: Tease cautiously. Use them for exciting launches or drops, use them if you’re a cult brand, and make sure you include a CTA. 

(10:49) Bonus: 1:1 abandoned cart emails work really well for pricier products 

Links from this episode:

Take another look at the email we featured in Episode 1

Take a look at the surprise sequel abandoned cart email

Grow your business when you join the Creative CEO Academy (I'll earn a commission.)

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe.⁠

Subscribe to Email Swipes and never miss another episode:

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player

Ideas you don't want to miss

(3:05) Why email isn't dead (despite TikTok stats looking mighty shiny)

(6:02) How one brand's missed opportunity inspired this email swipe

(9:45) Why this email is "not a work of copy genius" – and why that can give you a leg up over AI

(12:50) How sending to a cold list can actually be a fun challenge

(15:11) The technical Klaviyo mistake that almost tanked this email

(17:14) Whether this email would work for a B2C audience

(18:44) Jo's favorite brand to swipe from right now (listen to her pronounce it 5 ways!)

All about our guest, Jo:

The original conversion copywriter, Joanna Wiebe is the founder of Copyhackers and co-founder of Boxcar Email Agency. Her work has driven multi-millions in revenue for the likes of BT, Glowforge, Huel, Tesco, and Wistia. Google, Amazon, LinkedIn, and Shopify trust her to train their teams and customers. And she's a popular speaker at events like Business of Software and CXL Live. You can find her books, articles, and courses at copyhackers.com.

Links from this episode:

Take a look at the email swipe we’re talking about today

The email Jo swiped from was from Foundr

Follow Jo on ⁠Twitter⁠ and ⁠LinkedIn⁠

Get lost in all the the awesome content on ⁠Copyhackers⁠

Swipe ⁠Hiut's⁠ emails like Jo does

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Subscribe to Email Swipes and never miss another episode:

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player

You send an email of course.

These are real challenges that real brands faced – and solved – with email.

Listen in on email experiments that worked – and didn’t – to inform and inspire your own email strategies.

Every other week, an email expert will share an email story – and the following week, I’ll walk you through the concrete takeaways you can apply to your work.

Subscribe to Email Swipes and never miss another episode!