Email Swipes | Email marketing teardowns for SaaS brands

Shownotes: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 guestJess 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 episodeTake 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 announcementsFollow Jess on LinkedIn and YouTube or book a lifecycle callListen to Ep. #30 with Rand Fishkin about SparkToro's intentional approach to customer communicationRevisit Ep. # 42 for how I handled Detrack’s pricing increase email – and compare my approach to the insights Jess shared todayGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ 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 guestRand 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 episodeTake a look at the emails we’re talking about todayDiscover the websites, blogs, podcasts, social accounts, and publications that reach your audience with SparkToroPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.Connect with Rand on LinkedInFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

♻️ This is a replay episode originally aired on February 19, 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. ♻️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 guestTaylor 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 inboxLinks from this episodeTake a look at the email we’re talking about todayCheck out all the way-more-than-SEO offerings from SemrushPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree 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 emailsConnect with Taylor on LinkedInFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

♻️ This is a replay episode originally aired on April 02, 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. ♻️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 conflictsLinks from this episodeTake a look at the emails we’re talking about todayCheck out the Slack pricing change email that inspired additions to this Detrack emailADD ConvertKit consult blurbLearn more about how legacy users need help with new feature updates in Episode 3 with Devin from Bit.lyLeverage transactional emails with Nikki's Post Purchase Transactional PlaybookFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ 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 forwardLinks from this episodeTake a look at the emails we’re talking about todayLeverage 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 PlaybookFree consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.Follow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ 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 todayFollow Jo on ⁠Twitter⁠ and ⁠LinkedIn⁠Get lost in all the the awesome content on ⁠Copyhackers⁠Hire ⁠Boxcar⁠ to get Jo and team on your emailsSwipe ⁠Hiut's⁠ emails like Jo doesGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree 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:Apple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ 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 guestI 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 tabLinks from this episodeTake a look at the email we’re talking about todayCheck out the amazing work ActionRocket is doingPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.Check out Dr. Squatch’s on-trend emailsConnect with Jay on LinkedInFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ 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 guestMegan 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 inspirationLinks from this episodeTake a look at the emails we’re talking about todayMake coding emails even faster with Megan’s email design system tutorial for Parcel UnpackedPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.Check out Uproot’s fun-and-well-designed emailsSend better email with Sinch’s email offeringsFind Megan on LinkedIn or on her websiteFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ 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 guestAnna 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 experienceLinks from this episodeTake a look at the email we’re talking about todayMy $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 emailsEnjoy the fun, engaging emails Casper and Inspired by IcelandConnect with Anna on LinkedInFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ 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 guestAlex 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 fromLinks from this episodeTake a look at the emails we’re talking about todayWant 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 quizPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.Connect with Alex on LinkedInGet the high-value emails that Alex swipes from: Michael Hyatt and Brendon BurchardFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

♻️ This is a replay episode originally aired on July 17, 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. ♻️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 guestRy 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 whyLinks from this episodeTake a look at the email we’re talking about todayPlan more effective emails with my Ecomm Playbooks or SaaS Success PackFree 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 againGet enthralled by the “mundane moment” storytelling of Cheryl Rerrick and Tarzan KayConnect with Ry on LinkedInFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

♻️ This is a replay episode originally aired on March 19, 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’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 guestJasper 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 wellLinks from this episodeTake a look at the emails we’re talking about todayPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree 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 FunnelDrool over how Neuhaus Chocolates balances luxury and conversionsConnect with Jasper on LinkedinFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player

Shownotes:♻️ 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 guestAnne-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 yearsLinks from this episodeTake a look at the email we’re talking about todayBecome 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 MasterclassFree 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 NewsletterConnect with Anne-Laure Le Cunff on LinkedIn and InstagramFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing podcast@nikkielbaz.comSubscribe to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player