When your audience is tired of your generic, list-wide emails, but your content and segmentation has improved – how do you convince them to start opening again? If you’re Heather Hurd of Dusk Marketing, you make a bold decision to change the sender name – and increase conversions from 0% to 34% open rates in just weeks, with a 26% click-through rate and 62% form completion.

About our guest

Heather Hurd is a marketing leader, keynote speaker, and the CMO and founder of Dusk Marketing. In this role, Heather provides brand and content marketing consulting to help you create the strategies, tactics, assets, and deliverables to build (or rebuild) your marketing foundations as a springboard for long-term success.

Ideas you don’t want to miss

(2:10) Why Heather sees email as the perfect vehicle for brand strategy

(9:38) The surprising hypothesis behind the near-zero open rates (9:45) The two-prong strategy that broke through the inbox fatigue (12:16) The steps used to rebuild the agency’s entire content approach and segmentation strategy

(14:12) How Heather would modernize this email to match what today’s audiences expect from their brands

(16:56) The emails Heather loves for their interactive elements and adventure-focused storytelling

Links from this episode

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

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

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

Feel the adventure in Patagonia’s swipe-able emails

Connect with Heather on LinkedIn

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing [email protected]

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player