Marketing With Laryssa

This month marks 10 years since I officially started Joy Joya. And I've been sitting with that for a while, trying to figure out what I actually want to say about it. There's a version of this episode that writes itself - the highlight reel, the wins, the listicle wrapped up in a bow. I didn't want to do that. What I wanted to do was be honest, because that's more useful. So that's what this episode is. It's the real version - the messy pivot, the gradual realization, the external pressures that made staying put feel untenable, and the thing I kept coming back to through all of it: email. Not because email is glamorous - I'll be the first to admit it's not. But because it's built on something that doesn't go away. A direct relationship between a brand and a person who asked to hear from them. And after 15 years in marketing watching channels rise and fade, that staying power means everything. In this episode, I share what actually happened over the last 10 years, why I niched into email later than I should have, what made me finally go all in, and what I still believe about where email is headed. ✨ In this episode, you'll learn: How Joy Joya started - and why it looked nothing like what it is today The client moment that changed how I saw email marketing entirely Why full-service marketing was frustrating in a way I couldn't ignore What email does that almost no other marketing channel can: show you exactly what you did and what it produced Why I went narrower in what we offer and broader in who we serve at the exact same time What 15 years in marketing taught me about which channels actually last Why email compounds in a way that's genuinely rare - and why that matters more the longer you're in business What I'm watching, what I'm curious about, and where I think email goes from here Here's to 10 years - and to whatever comes next. Work with Joy Joya: https://joyjoya.com

There's a lawsuit in the news right now involving a major retailer and their email marketing. I'm not going to weigh in on the legal debate - but it did make me want to talk about something I think gets overlooked when email programs are moving fast. Email is permission-based marketing. Someone gave you their address and said yes, you can communicate with me. That's not a small thing. And it comes with a responsibility that's easy to lose sight of when you're optimizing for clicks and conversions in the moment. Urgency isn't the problem. A sale that genuinely ends, an item that's almost gone, a seasonal moment that isn't coming back - that's real urgency, and communicating it clearly is good marketing. The problem is when urgency became so effective, and email became such a volume game, that it started getting used as a default. Not because there was something real to communicate, but because it moves people. And somewhere along the way, the subject line stopped reflecting reality - and started creating it. Most brands, when they audit their own emails honestly, find more manufactured urgency than they realized. And the cost isn't just legal. It's the slow erosion of the trust your whole email program runs on. In this episode, I break down the difference between urgency that's earned and urgency that's manufactured, why it matters more than most brands realize, and two practical things you can do right now to start thinking about your email program as a trust-building tool - not just a revenue lever. ✨ In this episode, you'll learn: What the Ulta lawsuit is actually about - and why it's worth paying attention to even if you're a small brand Why manufactured urgency became so common in email marketing (and why that doesn't make it okay) The difference between urgency that's earned vs. urgency that just borrows against your audience's trust How to think about every email you send as either a deposit or a withdrawal in your subscriber relationship Why the trust problem isn't new - even if the legal risk is How a promotional calendar stacked with rolling, overlapping sales is quietly training your audience not to respond Two practical steps to audit your own urgency habits and start building a more sustainable email program When your subscribers learn that your deadlines are real, you don't have to manufacture the pressure. The pressure's already there - because you've built a track record of meaning what you say. Work with Joy Joya: https://joyjoya.com

Plain text emails can feel almost too simple. No design, no product blocks, no polished layout. So why do they sometimes outperform emails that took way more time to build? A lot of ecommerce brands either dismiss plain text emails as unfinished - or overcorrect and treat them like a silver bullet. The truth is more nuanced than that. Plain text isn't a shortcut. It's a strategic format choice - and when it's used well, it can change how your audience experiences your message entirely. But here's the catch: without design to lean on, your writing has to do all the heavy lifting. And if the copy isn't strong enough, plain text won't save it - it'll expose the problem faster. In this episode, I break down when plain text emails actually make sense, why they sometimes outperform designed campaigns, and the biggest mistakes brands make when using them. Because this isn't really about choosing between plain text and design. It's about choosing the format that best supports the job your email needs to do. ✨ In this episode, you'll learn: Why plain text emails aren't automatically "better" - and what actually makes them work How email format shapes the way subscribers perceive and engage with your message The biggest mistake brands make when switching to plain text (hint: it's not about removing images) Why stripping design from a campaign-style email usually makes it perform worse, not better How plain text can be a powerful diagnostic tool for your email copywriting The key difference between what plain text emails and designed emails do best Three ways to use plain text more strategically in your email marketing If your email can't perform without design, it's not a design problem - it's a messaging problem. Plain text just makes that visible. Work with Joy Joya: https://joyjoya.com

Episode #374 - The Email Bottleneck That's Quietly Limiting Your Growth When ecommerce revenue stalls, the instinct is almost always the same: we need more traffic. More ads. More eyeballs. More list growth. But what if the real problem isn't how many people are coming in - it's what happens after they arrive? In this episode, I'm breaking down the email bottleneck that quietly limits growth for so many online stores - and why adding more traffic on top of a weak system only makes the problem bigger. Because if your email ecosystem isn't built to convert, recover, and retain, you're not scaling revenue… you're scaling inefficiency. I walk through a real client example of an ecommerce brand that thought they had a traffic problem, but what we uncovered was something much more common: a backend system that wasn't designed to carry growth. We'll look at where the gaps typically show up, how to identify them in your own business, and what actually changes when you fix the middle of your funnel instead of just feeding the top. You'll learn: • Why "we need more traffic" is often the wrong conclusion • How weak email systems quietly cap your revenue potential • What a shallow welcome flow actually costs you in lost conversions • The difference between basic cart recovery and a system that consistently converts • Why checkout abandonment deserves its own strategy (and how many brands miss this) • The missed opportunity in post-purchase - and how it impacts repeat revenue • How to identify if your email ecosystem is the real bottleneck • Why growth doesn't start at the top - it compounds in the middle Most brands don't have a traffic problem. They have a system problem. And until your email marketing is engineered to guide, persuade, and retain - more traffic will only amplify what's already not working. Work with Joy Joya: https://joyjoya.com

Episode #372 – Why Your Abandoned Cart Flow Won't Recover Every Sale Cart abandonment automations are powerful - but they're not a magic net that catches every abandoned cart you see in Shopify. If you've ever opened your Shopify analytics, seen a huge list of abandoned carts, and thought "Why aren't we getting all of these sales back?" - this episode will reset your expectations fast. Because here's the truth: an abandoned cart is not the same thing as a lost sale. In this episode, I explain what cart abandonment actually represents, why recovery rates are naturally lower than many founders expect, and what metrics really matter when evaluating the performance of your abandoned cart flow. Instead of obsessing over the carts you didn't recover, you'll learn how to measure success based on the revenue your automations consistently bring back over time. You'll learn: • Why an abandoned cart doesn't necessarily represent a guaranteed purchase • The real difference between cart abandonment and checkout abandonment • Why most shoppers add items to their cart without immediate buying intent • What normal abandoned cart recovery rates actually look like • The benchmarks high-performing brands typically achieve • The key levers that improve abandoned cart flow performance: timing, messaging, trust signals, and buyer intent alignment • Why the goal isn't eliminating cart abandonment - it's capturing the right buyers at the right moment Abandoned cart flows aren't designed to save every sale. They're designed to quietly recover the buyers who were already close - and when your automation is doing that consistently, it's working exactly as it should. Check out the accompanying blog post here: https://joyjoya.com/blogs/podcast/cart-abandonment-are-your-revenue-recovery-rates-healthy Work with Joy Joya: https://joyjoya.com

Episode #370 – Why "Just Be Consistent" Isn't an Email Strategy Anymore "Just be consistent" is one of the most common pieces of email marketing advice - and in 2026, it can quietly become a trap when it's misunderstood. For years, consistency meant momentum, visibility, and growth. But today, many founders are stuck sending emails out of obligation instead of intention - and that pressure often leads to weaker engagement, burnout, and unpredictable results. In this episode, I break down the difference between mechanical consistency (sending just to maintain a schedule) and strategic consistency (building predictable trust without adding noise to the inbox). Instead of chasing weekly streaks, I'll walk you through the real shift happening in modern email marketing - where success is driven by signals, not schedules. You'll learn: Why "send every week" can backfire when applied without strategy The difference between mechanical consistency and strategic consistency How forced frequency creates repetitive messaging and weaker engagement signals The four key signals that should determine your email cadence today: Audience readiness Message strength Lifecycle infrastructure Engagement stability How mature brands maintain presence without burning out their list — or themselves Strategic consistency isn't about never skipping a send. It's about showing up in ways that build trust, maintain deliverability, and support long-term revenue growth. Work with Joy Joya: https://joyjoya.com

Episode #368 – Stop Overwriting Your Emails (Write Shorter Emails That Get More Clicks) In email marketing, most ecommerce founders don't actually have a copywriting problem - they have an overwriting habit. Your email turns into a mini essay because you're trying to explain, prove, and reassure all at once. But in email marketing, simple, straightforward copy isn't boring — it's persuasive. Clear emails create momentum, get more clicks, and make buying feel easier. In this episode, I'm breaking down why overwriting happens, the mindset shift that makes clarity feel safe, and a repeatable email copy framework you can use to write shorter, higher-converting marketing emails. In this episode, you'll learn: Why ecommerce founders overwrite emails (and why it feels "responsible" in the moment) The 3 fears that lead to long, dense email marketing copy What "simple copy" actually means in email marketing (one point, one promise, one action) A quick clarity check to spot overwriting fast What not to do when you try to simplify (simple ≠ vague, simple ≠ corporate) The Straightforward Email Copy Framework: Hook → Value → Shop Path How to edit using the "So what?" filter so every line earns its place The mindset shift: email's job is to drive the click, not be the full sales page Dive deeper with the accompanying blog post: https://joyjoya.com/blogs/podcast/strong-email-copy-how-to-write-ecommerce-emails-that-sell Work with Joy Joya: https://joyjoya.com

Episode #366 - Your Emails Are Going to Promotions - Now What? There's a whole corner of the internet selling ecommerce founders the idea that one tiny tweak will magically make Gmail favor their emails. And the truth is: chasing that promise usually makes things worse. In this episode, I'm sharing my hot take on Gmail tabs (Primary vs Promotions): why Promotions isn't a penalty box, why "get into Primary" became such a thing, and what actually moves the needle if you want your emails to get opened, clicked, trusted, and drive revenue — even if they live in Promotions. In this episode, you'll learn: What Gmail "Primary" vs "Promotions" really means (in plain English) Why Promotions is often a filing system, not a punishment The real reason "Primary inbox hacks" became a trend — and why they're usually a distraction Why engagement and recognition matter more than tab placement The 4 things to optimize for instead: "I recognize you." "You're worth opening." "This is easy to read and act on." "You feel human." When it does make sense to try for the main inbox (and when it backfires) Dive deeper with the accompanying blog post: https://joyjoya.com/blogs/podcast/gmail-primary-inbox-promotions-tab-where-should-you-land Work with Joy Joya: https://joyjoya.com

Episode #364 - How Many Abandonment Emails Is Too Many? (Browse vs Cart vs Checkout) Every ecommerce founder I know has two fears that live side-by-side: "Don't annoy my audience"… and "Don't leave money on the table." Abandonment flows hit both fears at the exact same time. 🎧 In this episode, we're getting real (and a little playful) about abandonment emails: how many nudges is too many, why the old "rules" exist, and why the right answer changes depending on what you sell and who you're selling to. You'll learn the key differences between browse abandon, cart abandon, and checkout abandon, why cart flows are usually the longest, and the calm, logical way to test your way to more recovered revenue—without over-contacting your list. If you've ever stared at email #4 and thought, "Are we being strategic… or are we being clingy?" — this one's for you. 💡 In this episode, you'll learn: ✅ What "abandonment flows" actually include (browse, cart, checkout) — and why they're not interchangeable ✅ Why "how many touches?" depends on intent level (and which flow you're talking about) ✅ My (intentionally boring) recommendation: start with 2, earn the right to add a 3rd ✅ The benchmark to sanity-check expectations (and why "add more emails" is rarely the fix) ✅ Why cart abandon flows tend to be the longest — and checkout abandon the shortest ✅ The real goal: recover intent without sacrificing subscriber goodwill ✅ When 4–5 emails can actually make sense (higher price, higher trust, more objections) ✅ A simple testing path: what to track (placed order rate, revenue per recipient, unsubscribes/complaints) and how to iterate Dive deeper with the accompanying blog post: https://joyjoya.com/blogs/podcast/how-many-abandonment-emails-are-too-many Work with Joy Joya: https://joyjoya.com

Episode #362 - The One December Email That Carries Your Brand Into the New Year Between December 26 and the first week of January, something subtle—but powerful—happens. The holiday chaos fades, the pace slows, and your customers start imagining a new version of themselves. And that moment? It's one of the most emotionally open windows of the entire year. 🎧 In this episode, I break down why late December is the perfect time to send one thoughtful, identity-driven email—and how this single message can keep your brand top of mind well into January and beyond. You'll learn why this isn't about promotions or urgency, what your customer is really craving during this in-between season, and how to craft an email that feels grounding, intentional, and deeply aligned with who they're becoming. If you've ever wondered how to stay relevant after the holidays—without shouting about sales—this episode will give you a powerful new framework. 💡 In this episode, you'll learn: ✅ Why late December is a uniquely emotional and receptive moment for your audience ✅ The real purpose of a "December transformation" email (and what it is not) ✅ How identity-driven marketing builds longer-term loyalty than promotions ✅ The five core components every December email should include ✅ Three different frameworks you can use, depending on your brand's voice and category ✅ Why this one email improves January performance across campaigns and flows ✅ How to position your brand as a trusted companion—not just a store—as customers enter a new chapter Dive deeper with the accompanying blog post: https://joyjoya.com/blogs/podcast/the-perfect-email-campaign-to-close-the-year-inspiring-loyalty

If your ecommerce brand is obsessing over checkout tweaks, button colors, pop-ups, and discounts—but your email marketing still feels flat—there's a deeper issue at play. And it's not friction. It's desire. 🎧 In this episode, I break down a powerful idea inspired by Wes Kao: the difference between decreasing friction and increasing desire—and why most ecommerce brands spend all their time on the wrong one. You'll learn why smoothing out the customer journey isn't enough, what desire really looks like in action, and how to bring more of it into your email strategy starting today. Whether your emails feel "fine but not exciting," or you're stuck in an A/B-testing spiral without real results, this episode will give you the perspective shift you've been missing. 💡 In this episode, you'll learn: ✅ Why "making buying easier" doesn't always lead to more sales ✅ The psychology behind desire—and how customers create value in their own minds ✅ How discounts can accidentally lower your brand's perceived value ✅ The right way to use your pop-up so it sparks excitement, not bargain-hunting ✅ How desire transforms your Welcome Series and email storytelling ✅ The two levers every email uses: reducing friction vs. increasing desire ✅ Why the best-performing brands master both—and how you can too Dive deeper with the blog post: https://joyjoya.com/blogs/podcast/strategic-shift-how-to-inspire-desire-to-buy-your-products

Episode #358 - The Essential Guide to Domain Verification for Ecommerce Brands Ever throw a party and forget to tell the bouncer who's on the list? Suddenly your best friends are stuck outside while total randos waltz right in. That's basically what happens when you skip domain verification - and your emails are the ones getting bounced. 🎧 In this episode, I'm breaking down what domain verification actually is (in human language), why it's one of the easiest ways to boost deliverability, and how to check it off your to-do list without crying into your DNS settings. Whether you're gearing up for the holidays or just tired of spam-folder surprises, you'll walk away feeling confident instead of confused. This episode is part of my ongoing Email Marketing Foundations series, where we unpack the tech, strategy, and mindset needed to build a reliable revenue engine through email + SMS. 👉 Want to take this deeper? Join me for my Live YouTube Masterclass on Friday, November 14th at 9am PST to get hands-on with domain verification and deliverability best practices. Register here: https://www.eventbrite.com/e/1738600554059?aff=oddtdtcreator 💡 In this episode, you'll learn: ✅ What SPF, DKIM, and DMARC actually mean (and why they're so crucial) ✅ How to authenticate your domain inside Klaviyo or Mailchimp in less than 30 minutes ✅ How to warm up your sends and avoid deliverability dips ✅ Common red flags that signal your emails are getting ghosted ✅ The exact steps to check for "PASS" status and keep inboxes happy Dive deeper with the blog post: https://joyjoya.com/blogs/podcast/domain-verification-how-to-stay-out-of-spam-improve-email-deliverability

Episode #356 - 5 Costly Holiday Email Mistakes That Hurt Your BFCM Sales You know what's more painful than hearing "Grandma Got Run Over by a Reindeer" for the 100th time in November? Hitting send on a holiday email that costs you sales. Every year, I see brands make the same email mistakes that drain real revenue during BFCM. The good news? They're totally avoidable once you know what to watch for. In this episode, I'm breaking down the five biggest holiday email mistakes I see brands make year after year — and how to fix them before it's too late. Whether you're a seasoned marketer or DIY-ing your BFCM strategy for the first time, this episode will help you avoid inbox fatigue, improve deliverability, and make sure your campaigns convert when it matters most. This episode is part of my ongoing BFCM Prep Series — where we're making sure your holiday marketing is strategic, intentional, and built to perform. 👉 Grab my official 2025 BFCM Briefing, a 15+ page strategic guide serious brands are already using to stay ahead of the chaos: https://joyjoya.com/bfcm 💡 In this episode, you'll learn: ✨ The #1 mistake that instantly weakens your Q4 results ✨ Why sending too many emails too suddenly can tank engagement ✨ How to keep your emails landing in inboxes (not spam) ✨ Why "spray-and-pray" campaigns waste your best opportunities ✨ How stronger CTAs can double — even triple — your click-through rate 🪙 In the Gold Mine segment, I'm sharing a personal reflection on my complicated relationship with numbers — how they've made me feel brilliant one day and defeated the next. I'll talk about analytics paralysis, the emotional rollercoaster of metrics, and how reframing numbers as stories instead of verdicts has changed the way I approach marketing, leadership, and growth. 👉 Ready to send emails that actually perform this holiday season? This episode will help you ditch the guesswork, avoid preventable mistakes, and send campaigns that convert with confidence. Dive deeper with the blog post: https://joyjoya.com/blogs/podcast/5-holiday-email-mistakes-that-quietly-eat-your-sales