Joe Cunningham

B2B teams will downplay email marketing...then send campaigns like this 👇🏼 This isn't just a copy problem. It's a strategy problem. What's wrong, and what we can do to fix it: ❌ "Blast the list" ✅ Define the target segments. There are 5 events listed here. And based on the titles alone, we're probably looking at 3-4 different segments at least, if not 5 different segments. Because building a product and building a culture of experimentation, for example, will likely speak to two different target personas. One is people related, the other product related. By sending this email to just one segment, or the entire list, Reforge risks missing those target segments entirely. Which means low click rates, and low conversion registration rates. Tighter segments = relevance = better results, less churn ❌ Bundle upcoming events. ✅ Improve the event "offers" + sell each event individually People skim, yeah. But this email is isn't skim-friendly. (Fight me.) There's no hierarchy in terms of the copy or design, and too many titles and dates and details. And yet, as far as each event is concerned...there isn't ENOUGH detail. This email is asking busy readers for their time without bothering to demonstrate why each one of these events is worth their time in the first place. Solution: Turn each event in this email into 2-4 individual emails, targeted to specific segments, scheduled appropriately, and sell the hell out of those events. Show the value attendees get in exchange for their time via: ✔️ Credibility of speakers ✔️ Proof of content quality and relevance (who it's for, why it will help, hard takeaways they can expect) ✔️ Accessibility (how long? when? recordings or transcripts?) ❌ Show multiple CTAs ✅ Show ONE CTV (call-to-value) For starters, "register now" and "explore event replays" are two different CTAs for two different emails. ("explore event replays" shouldn't even be a CTA, but that's a whole 'nother topic) Too many CTAs in one email = choice paralysis = low click-throughs. Going back to the fix above... Select ONE action you want readers to take, and make that the primary push of the email. Then turn it into a call-to-value. So instead of "register now" it becomes "Register now to build better products with less effort." And put "register now" on the landing page, NOT the email. Your content and marketing efforts matter. Don't smash your own fingers by sending churn-inducing emails like this.

@Brandondoyle This is incredible.

OpenClaw is incredible. We have a custom internal version called Goliath and it scraped 350 leads in 10 minutes, built us websites for all 350, sent postcards to the owners of those 350 companies with QR codes to scan to see the websites we made for them, and now have clients from this mini-campaign. $7 in tokens, 10 minutes of work, 6 active monthly clients now from it. Watch and learn!

@torreydawley so freakin' true. Also, don't scale until you can fulfill. Otherwise you're scaling unfulfillment, which is a biz killer.

"Move fast and break things" might work for SaaS. It may as well be "Move fast and break promises" in the professional services world. Social media poasters and parrots don't care about you, friends. They just want their precious impressions. Never take their advice blindly.

You won't hear me claim you have $$$ in your email list. Email marketing is not as simplistic as frequency and segmentation. I wish it were. But it's not. Frequency and segmentation help, sure...aaaand your success ALSO depends on real factors like: - deliverability & delivery (related but different things) - segment/list quality (is it permission-based or built? how old?) - intent signals - ICP knowledge depth - relevance and timing of offers - landing page copy and design - messaging ...And that doesn't even get into real cost factors like strategy, warm-ups, and assets. Can email marketing increase your revenue? Absolutely. Are there untapped rev opportunities in your list? Yeah, probably. Is your list an asset worth thousands of dollars on its face? Maybe. Maybe not.

@torreydawley @AJA_Cortes @parmita fully agree. I was depressed, working an overwhelming job at an org I hated...got into taekwondo and muay thai, transformed my outlook completely.

@AJA_Cortes @parmita Underrated recommendation right here.

my friend is a brilliant solo founder and needs therapy, but finds that most therapists cannot keep up with his specific wiring. who would you recommend him to to try in the bay area? dm's open

While at the gym today I noticed a young man working at the front desk staring intently at his laptop. You could see the stress on his face. Before I left, I asked if he was in college and he said yes, so I asked what he was studying and he told me pre med, which led into a conversation about why he had been staring so intently at his computer. He showed me his screen and told me he was literally debating dropping his current classes while he could still get a refund. He’s hearing from older grads struggling just to get residency and he’s not sure he wants to keep paying for school if there may be no jobs at the end. That conversation today is exactly why this fight matters. A pre-med student, halfway through the hardest path you can take, sitting there debating whether to quit… not because he failed, but because he doesn’t believe there’s a future waiting for him at the end. We are now at a point where high-achieving American students are questioning whether merit even matters anymore. They’re watching graduates struggle for jobs. They’re seeing doors close before they even get there. They’re being told, in every indirect way possible, that effort isn’t enough. This is how a country collapses its own future... quietly, systematically, and in plain sight. You don’t need a war when you can convince your next generation to give up before they even start. That’s what this is. This is not just about jobs. This is about whether Americans still have a place in their own economy. And if we don’t fight this now, hard, loud, and without apology, there won’t be anything left for the next generation to fight for.

damn.

Back from 2 weeks of paternity leave with baby #3...what did I miss? PS Feels so weird to go from the world of family time and house projects (installing shelves & organizing closets for the WIN) to email marketing, AI everything, and all the acronyms.

@alxberman Well, I guess if the state is on your side…it kinda makes sense

Every billionaire and tech guy thinks they can just run to Florida or Texas now… All of the policies you voted for in California will be federal soon if you don’t wake up.

Start with engaged users, clean risky contacts, and ramp sending volume slowly. Full article by @joecopywriter here: martech.org/7-ways-to-revi…

Dormant #email lists can still generate pipeline. But emailing them the wrong way can damage your sender reputation and inbox placement. If you're trying to re-engage old contacts, follow these 7 rules to protect deliverability 🧵

My X feed is Iran, AI...and Big Arch photos. What a time to be alive.

Guys, I don't mean to brag, but I only have 50 unread emails in my inbox

@AJA_Cortes Do convos with kettlebells count?

A man who cannot govern his own body has no business trying to govern anything else. The barbell is the first honest conversation you will have today. GO TO THE GYM

@chrisorzy ...so, one of the most effective organic campaigns in history?

I love this product

Not a question I was asking, but I'm asking it now

@theandreboso Yeah I need my boring routine: kettle bells, coffee, breakfast, prayer, at my desk by 8:30, cranking until 5:30+, using Apple and Ugmonk as my tools. No idea how you can be productive without a reliable system and the environment to enforce it.

I’ll never understand how digital nomads are able to work, just a few days away from home completely destroys my productivity, without my routine I function at maybe 30%.

@AJA_Cortes You got this from Ari Matti’s Kill Tony bit, didn’t you

I asked my pest control guy he was worried about AI and Clawbots taking his job He looked at me like I was mentally ill and asked what I was talking about

@SenMcCormickPA Thank you Senator!!

We must pass the #SAVEAmerica Act to restore confidence in our elections and ensure only U.S. citizens vote. This is a priority. No fake filibusters. Those who oppose this 80–20 issue can come to the Senate Floor, make their case, and then let’s vote.