How to Create Customer-Centric Email Content

There are so many poorly done newsletters/email campaigns. As someone who turned an organization's newsletter w/ 15-20% open rates (quarterly) into two weekly newsletters each with consistently 65-70% open rate for years, I've learned a lot of lessons. Here's how to make your email something your audience can't wait to read: -Find the anti-pattern -5x value rule -Get over yourself, focus on delight -Trash compactor mindset -Only serve your fans What these mean: 1. Find the anti-pattern Figure out what your audience is craving for, that difference that would be so refreshing they would exhale when they learn about what you write. When I worked my first VC job, most VC fund newsletters were self-congratulatory announcements about portfolio company raises, investor press mentions, and occasionally a thoughtful piece. Pattern: Self-promotion in service of fund promotion. Anti-pattern: Zero self-promotion, only pure value given. Figure out what everybody does that is bad, and flip the script. 2. 5x value rule A lot of writers lack the humility to consider the fact that their idea/message/offer is simply just not as valuable as they think. When marketers/writers ask me for feedback, I tell them to consider what they think would be enough to get someone to care about their writing. Then 5x that bar. Make it so high a bar for value that it would be an "of course" decision for someone to read/respond/share about your stuff. 3. Get over yourself, focus on delight. It is obvious when newsletters are written with a KPI/explicit transactional goal in mind. Impress LPs to get them to invest. Convert those customers to subscribe for a plan. Get people to request meetings with you. If you provide delight in their experience of your product, the results will come. What would you do if you only want to make them as delighted as possible by your email every time they read it, without any conversion needed? Do that. The conversions will come. 4. Trash compactor mindset Remove the excess volume from your emails. I don't just mean concision in terms of length. Every marginal word you write should provide something of value - learning, insight, engagement, social proof, etc. If the next sentence doesn't raise or maintain the average value per word of your piece, don't include it. That might mean segment your audiences with different versions. Every sentence is a chance for the reader to lean in, or for them to rationalize why this is the last one of yours that they will read. 5. Only serve your fans. Don't try to get people onto your newsletter for subscriber-growth-sake. Every subscriber should be on your distribution because they make the active choice to become an audience member. If you had to describe what you write about and someone wouldn't automatically sign up, don't do it for them. Make something that will be shared word-of-mouth that will get them anyway. Opt-out list building does not make up for a low bar for content.

How I doubled my sales with email marketing. You know that feeling when you receive an email, and the subject line  catches your attention. That's the impact of personalization. Also known as a brand's superpower. - It’s an opportunity to connect. - It affects purchase decisions subconsciously. When strategizing for email marketing, leveraging this natural tendency can be a game changer. Here's my method: 1. Identify your marketing goals   → looking to boost sales → expanding your customer list → or you’re launching a new product Your goal shapes how you apply personalization. 2. Target your desired customers   → what's their profile? → what are their interests? → what do they look for in products? These insights are critical for the next steps. 3. Put personalization to work: a. Personalize your emails - segment your list - use clear call-to-actions - address customers by their name - tailor content based on their interests b. Personalize post-purchase communication - ask for a review - provide order updates - introduce other relevant products - send a 'thank you for your purchase' note 4. Be consistent but respectful → use email automation prudently → regularly stay in touch, but don't bombard → aim to be remembered, not seen as an annoyance Personalization is now well-established. 5. Initiate special promotions     → make your communication feel special → offer exclusive deals to email subscribers → share updates about upcoming promotions 6. Maintain and grow the relationship → consider a loyalty or referral program → offer helpful information, tips, resources → continue to engage beyond the purchase It’s not just selling. It’s connecting with a purpose. PS: How do you uniquely "connect" through your email marketing?

In email and sms marketing... every click counts. Clicks requires a mix of art, science, and just good ol' marketing instinct. And each week I audit accounts and I see 4 typical issues: 1. Understanding Your Audience is Key: Your subscribers aren't just numbers on a list. They're people with unique preferences, behaviors, and purchasing histories. Grouping everyone under the "active subscriber" umbrella and sending them the same email isn't just lazy—it's ineffective. Instead, dive deep into their profiles. Understand their behaviors. And then, tailor your messages accordingly. 2. CTA Overload is a Real Thing: I get it. You want to offer value, and sometimes that means presenting multiple calls-to-action. But here's the thing: too many CTAs can confuse and overwhelm your subscribers. Keep it simple. Decide on a primary action you want your readers to take, and design your email around that. Make your CTA stand out. It's a call to action, not a suggestion! 3. Make Your Messages Relatable: Sending generic, one-size-fits-all messages? Expect them to be ignored. Your content needs to resonate with your audience. If the product, offer, or even the tone isn't aligned with what they're interested in, you've lost them. So, invest in understanding your audience's preferences, and craft messages that speak directly to them. 4. Beware of the Spam Trap and Misleading Open Rates: Sometimes, it's not you—it's them. Or, more specifically, their email client. With privacy enhancements like the ones in iOS 15, open rates can be misleading. Plus, if your email lands in the dreaded spam folder, your CTR is bound to plummet. Make sure you're following best practices to avoid the spam trap, and regularly clean your subscriber list to ensure you're reaching the right inboxes. I.e. Google is sunsetting emails aged and inactive over 1 years, Yahoo is sunsetting emails aged and inactive over 2. Remember, a low CTR is a symptom, not the disease. It's signaling a disconnect between your message and your audience. Oftentimes, low CTR is because the audience was too broad, too unfocused, or too aged/unengaged and it tells you how relatable the content was to your audience based on those who opened. In the world of email and SMS marketing, engagement is gold. So, chase that high CTR, refine your approach, and always, always put your audience first. They'll thank you for it—with their clicks!

Yesterday I had a front-row seat and gained valuable insights during a discussion with a CEO about the daily barrage of sales emails he faces Here’s what he shared about what grabs his attention—and some tips to help you stand out 🔹 Immediate value is key The first few lines must deliver something valuable. He said "If someone sent me that email, I’d be like F*** off and [dismiss it]. There's no value created in that email. Make sure your opening offers a clear benefit or useful resource 🔹 Impactful subject lines Your subject line is your foot in the door. He mentioned the need for change if there's no initial response: "If they didn't respond to the first email, then you try a different header." Make it count by being specific, intriguing, and relevant to their interests 🔹 Brevity wins: Keep your email concise. As he noted, "First sentence, you've got like 2 seconds." Busy professionals appreciate brevity. Make your point clearly and quickly Now here are some actionable tips based on these insights Value prop front and center Start your email with a clear value prop Example: "Thought you might be interested in these industry benchmarks we just released—already helping companies like yours increase efficiency." Test your subject lines Don’t be afraid to A/B test different subject lines to see what resonates best with your audience. Sometimes a small tweak can make a big difference Personalize thoughtfully Use the information you have about their business challenges to tailor your message. This shows you’ve done your homework and aren’t just sending a blanket email Let’s make their experience with our emails as positive and relevant as possible Do you have any email strategies that have worked well for you lately?

Having personally helped 500+ companies go to market, one of the most painfully obvious lessons -- and biggest areas of lift -- for most is in their messaging. And the best part: it's really, really simple. But easily overcomplicated and messaging for many has spiraled out of control long before we meet. I often get asked: How can you write our messaging? You know nothing about our business. Guess what, I don't need to. Great, effective messaging starts with the audience. It's always about the audience, your customer. It's not about you or your business. You have multiple audiences? Many types of customers? You'll probably need different messages for them. So here's how to do it (at least the big pieces): 1. Define your audience(s) 2. What are the outcomes they care about (in the most aspirational and measurable terms you can come up with and realistically deliver) 3. What credibility do you have (that they care about) to show you can deliver that type of outcome. Now don't get fancy, don't talk about yourself... in conversational terms, write a nice message with the spotlight on the audience. Tell them what you can do and back it up with some credibility (sample clients, relevant case study or just a legit looking website). Go get em' #gotomarket #messaging #leadgeneration #sales #selling