Mastering Email Marketing: Insights from Chase Dimond of Boundless Labs

In a recent episode of The Thoughtful Entrepreneur, we sat down with Chase Dimond, a partner at Boundless Labs, to discuss the enduring power of email marketing. While many businesses have chased the allure of social media, Chase has remained steadfast in his belief in email's unparalleled ability to drive engagement and revenue. His track record speaks volumes: managing campaigns that have generated over $35 million in email revenue for e-commerce clients.

The Resilience of Email Marketing

Chase shared how the approach to email marketing has evolved, especially in response to global events like COVID-19. Early in the pandemic, communication became more empathetic and transparent, addressing customer concerns about safety and supply chain issues. Yet, as the world adjusted, email returned to its role as a consistent performer in marketing strategies, particularly for holiday campaigns. Using holidays as anchors, Chase explained how well-timed email series can help brands capture wallet share before competitors. For instance, sending emails weeks ahead of Father’s Day ensures customers can shop early and meet shipping deadlines—a strategy that can be replicated for other time-sensitive occasions.

Deliverability and Engagement: The New Rules of Email

Gone are the days when sending bulk emails was rewarded by service providers. Today, Chase emphasizes the importance of engagement and list hygiene to ensure high deliverability. His advice? Regularly segment your audience, focus on active subscribers, and use personalized messaging to maintain a 20%+ open rate. For disengaged subscribers, Chase recommends implementing a "breakup series," a final effort to re-engage them before removing them from the list. This not only improves deliverability but also saves on unnecessary email provider fees.

Personalization Meets Design

A long-standing debate in email marketing is whether plain-text emails or highly designed messages perform better. Chase suggests a hybrid approach, using plain-text emails for personal touches, like post-purchase thank-yous, and polished designs for brand-centric communications.

Building Relationships Through Email

Chase also highlighted the role of storytelling in building trust with subscribers. A well-crafted welcome series can establish credibility, share brand values, and showcase social proof through testimonials and press mentions.

Learn More from Chase Dimond

Chase’s expertise is evident not only in his success with clients but also in his dedication to sharing knowledge. You can find him on Twitter at @EcomChaseDimond (note: no "A" in Dimond) and subscribe to his newsletter for weekly insights into email marketing strategies.

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Additional Resources:

1. Boundless Labs: https://www.boundlesslabs.io/
2. Chase Dimond’s Twitter Profile: https://twitter.com/ecomchasedimond
3. Email Marketing Tips from HubSpot: https://blog.hubspot.com/marketing/email-marketing
4. Best Practices for Email Deliverability (Mailchimp): https://mailchimp.com/resources/email-deliverability-guide/
5. Benefits of Plain Text vs. HTML Emails (Campaign Monitor): https://www.campaignmonitor.com/resources/guides/plain-text-vs-html-emails/

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