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 forward

Links from this episode

Take a look at the emails we’re talking about today

Leverage 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 Playbook

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

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