There's a lot of talk about AI in email marketing, but I've been relunctant to share my thoughts – until now. Reluctant because I have a lot of existential-related worries about AI, but I also understand it's not going anywhere and it's important for me to get ahead of it and understand how to use it. So I've been having a lot of fun with it. I've been integrating it into my work and systems. I use it daily for my own business, though I'm still figuring out how (and how much) to use it with...
1 day ago • 5 min read
Here's something you really don't want to hear: If your subscribers don't open your emails, click your links, or reply – you probably taught them not to. I know. That hurts. But stay with me, because this is actually good news. If you trained your subscribers to ignore you, you can train them out of it too. Think about it this way: every email you send is teaching your subscribers something. It's telling them what to expect from you, what kind of relationship this is, and — most importantly —...
18 days ago • 2 min read
Hey Reader! You’re getting this because you joined the waitlist for my upcoming email marketing course. I know it’s been a while since I mentioned it. I went away and had a baby. Now I’m back, and we’re launching next month 🥳 I’ll reveal the name of the course next week. (I'm very excited about! The domain is officially mine too!) Here's what you need to know right now: Before the public launch, I’m inviting 5 people to secure their spot privately at a heavily discounted rate (at least $500...
3 months ago • 1 min read
Hey Reader! I can't believe we're done with Design Your VIP Week Live! What a great 5 days 😍 Whether or not you've launched your VIP Week... Whether or not you've managed to sell your VIP Week... Whether or not you were active inside the Slack community... I'd love to get your feedback on the experience. Will you answer these 10 questions for me? (It should only take 10 minutes) If you complete the survey by 12th December, as a special thank you, you'll get FREE access to Design Your VIP Week...
5 months ago • 1 min read
I’ve been told I’d be a millionaire by now if I just sold email templates. And listen…I get it, I do. People love templates. They make email marketing super duper easy. Plug. Play. Send – right? But here’s the thing I can’t ignore (no matter how tempting it is to give the people what they want): Most templates encourage non-thinking. And they push the idea that broad, generalised emails can work for you when the real power of email comes from tailoring your message to your audience, your...
6 months ago • 4 min read
When I ran an A/B test on my subject lines last week, I promised to let you know which one won. Well, the results are in! If you remember, there were two subject lines. The first was more curiosity-driven, and the second was more pain-driven... Subject line A: THIS is how to improve your open rates Subject line B: Low open rates? Let's fix that I'd guessed that the second subject line, the pain-driven one, would win. Looks like I was wrong. Kind of 😆 Here are the A/B test results: 44.42% =...
6 months ago • 1 min read
Hey Reader! Remember that client I told you about? The one whose subject lines we're working on improving? I wanted to give you some behind-the-scenes insight into what exactly we're planning to do...just in case you're struggling to improve your open rates too. As a reminder: this client is selling a digital course. Most of this client's emails are performing really well in terms of opens and clicks – especially considering this is a sales sequence that is hardcore selling in every email....
7 months ago • 3 min read
In one week, I've had two emails come through from clients. One was the best kind of email. And one was the worst. In the first email, our retainer client told us she's just had her best launch EVER. That's a multi-6-figure launch of her group programme. Together, we've worked on: 8 months of strategic weekly newsletters to nurture her audience her messaging and launch strategy a pre-launch strategy and sequence a waitlist sequence a sales sequence a sales page (and an onboarding sequence...
7 months ago • 3 min read
Quick thing: I'm launching my first-ever email course later this year! Wanna get updates & waitlist-only bonuses? JOIN THE WAITLIST NOW In case you missed it, I’m currently on maternity leave – and after a 10-year reading slump, I’ve finally found my way back to books. (Yay me!) 🎉 I’ve become totally obsessed with Fourth Wing and ACOTAR, and I’ve just started Throne of Glass. But I’ve also made it my mission to catch up on what are considered the “core” copywriting books. One of those is...
9 months ago • 2 min read
Some business owners who want to join Design Your VIP Week 2025 are worried about the price tag because they need to keep their business expenses low right now. (I totally get that). Others want a guarantee that they're going to get a return on investment. I can't give you that guarantee because I can't see into your future – but what I *can* do is look to the past and see what past Design Your VIP Week students have been able to achieve after completing the masterclass. Here's what you need...
about 1 year ago • 7 min read