Today we're talking about my upcoming biz changes, a new email-specific launch, my favorite new extravagant summer campaign, and why LinkedIn needs a serious reality check.

 

So, grab your drink of choice (recommending a double espresso, ofc) and get ready for some hot copy over ice ☺️

 

I'm changing my business name 👀 

 

This has been a long time coming, but it has been pretty hard to find something that a) I like and that b) is available. 

 

There's a LOT of businesses online that are using every single word that has ever existed, apparently, and I'm nothing if not overly cautious when it comes to the legal side of everything. 

 

So - I have a few of my fav names that I'm currently checking (and checking, and re-checking!) but once I've chosen one - you'll be the first to know!! 

 

And - I'm also considering making a lil' Substack series about the process of choosing a new name - from the why it needed to happen, the creative naming process, AND the BTS legal stuff that goes into it. 

 

If that sounds like it might be cool - hit reply and tell me, so I know if that's something people actually want to read… 

 

 

If you follow me on Substack, you'll know that LinkedIn and I have a history. 

 

A while ago, my account ended up getting locked (because I joined Sales Navigator) and it was a huge drama to get it back. 

 

So, anyway - my account got locked, again.

 

Or, to be more specific — they said they couldn't recognize my password and username (even though I have them saved in my password manager). 

 

Two weeks of back and forth finally led to them asking me to verify my account with ID…

By sending them a copy of my government ID and my SIGNATURE(!!!) via a third party verification service. 

 

To quote my girl Cher - ‘Ugh, as if!’ 

 

I can't believe that any company thinks it reasonable to ask someone for that much personal data, and I sure af don't trust LinkedIn with it. 

 

 

You don't need LinkedIn. 

 

 

I don't get a lot of work from LinkedIn - my network doesn't really hang out there, so if I lose my LinkedIn account, it is whatever to me. 

 

You don't have to be active on all accounts to be successful - just pick a couple that you know you can master, and put all your energy there - you'll get more results doing that. 

 

(Just maybe not LinkedIn, lol)

So, considering I'm launching an email strategy offer this week - I wanted to highlight the importance of that strategy, specifically through the lens of one of my favorite past clients, AGM. 

 

I worked with AGM for nearly a year, specifically on email strategy and copy. 

 

When we first started working together, they were really struggling to boost open or click-through rates, and make sales through their list. 

 

Because?

 

 

The list hadn't really been segmented, there was no tagging (not even on lead source!), and there wasn't a real strategy for how they were using the list to actually meet goals. 

 

We spent the first couple of months cleaning up the list (I actually went into this in detail on a podcast episode I was a guest on!) and by the end of our time working together, we'd more than doubled the average open rates and 5X'd the click-throughs. 

 

Moral of the story — tagging and segmentation/list organization and strategy are the most important things. 

 

I'm always obsessed with something, but this week specifically, I can't get enough of:

 

✨ Extravagant Product Launches (I've noticed that more and more brands are putting on spectacles for new product launches — we've moved away from just online marketing, and the goal now is to connect with Gen Z through world-building and OTT in-person events, like Clinique Germany's summer school series, and I am loving ALL of them!)

 

✨ Succession, Again (Ok, so I've been obsessed with Succession since it first came out, but I'm watching it again with someone who's never seen it, and it's still just SO, SO good)

 

I use Flodesk for my emails, and originally, I had designed a really, really complex, pretty email template that I was soo excited to share. 

 

But then I realized that the template sections are counted as images by ESPs, and if you have more images than plain text, you're at high risk of being flagged as spam. 

 

 

1. Make sure that you have at least as much plain text as you do images, to keep your email deliverability high and healthy.

 

2. If you use a template, check whether those sections would be read as text or as images by an ESP. (So, for example, the above text that says ‘This Week’s Email Tip’ is read as an image by Gmail, even though YOU see it as text.) 

 

 

(Missed last week's email? You can read it right here!)