Email Marketing Best Practices from a $42 Million Email Company -

Email Marketing Best Practices from a $42 Million Email Company

Some people say email is dead.

That couldn’t be further from the truth. Here’s proof.

Recently, I tweeted a video to my 57,300 followers on Twitter…

55 clicks.


I was curious how email compared. So I sent an email to 60,251 subscribers with the same video…

3,600 clicks! 😲

In other words, email performed 6,445% better than Twitter.

Email has been my #1 most profitable marketing channel for 10 years in a row. It’s one of the reasons we’ve grown Sumo + AppSumo to 8 figures.

BONUS: Learn the 13 email marketing trends to follow this year

To learn new email marketing best practices, I met up with Gary Levitt while I was in Israel.

As the founder of Mad Mimi (an email marketing product acquired by GoDaddy), Gary knows how to create ultra-successful email campaigns.

In this episode of Noah Kagan Presents, you’ll learn epic email marketing best practices from Gary.

If you want to land emails in the inbox, increase your open and click rates, and be prepared for the future of email marketing, you'll want to listen.

Plus, you’ll learn:

  1. Experiences as an Orthodox Jew in business 🇮🇱
  2. How Gary transitioned from music school student to a successful entrepreneur 👨‍💼
  3. What goes on behind the scenes of an acquisition — and what it’s like to sell your company to GoDaddy for $42 million 💰

Listen to the whole conversation with Gary in the podcast below.

It’s the best 20 minutes you’ll have this week. 😀

Listen on Apple Podcasts - Listen on Overcast - Download mp3

If you want more, this is part of my Israel series. Check out other highlights from my trip below:

3 Email Marketing Best Practices for 2017

Seth Godin.

Dr. Dre.

Karen Taylor from “A Scarlet Thread.”

Gary’s company Mad Mimi has some of the biggest names in business and entertainment.

Here are 3 killer email marketing tips Gary learned working with these customers — and hundreds of others…

1. Keep your emails short

The most important thing about sending emails is to keep it really short.

Here’s why this is Gary’s #1 tip:

  1. Easier to write: Small and manageable. At Sumo, we focus on “1%” wins to consistently grow. When you’re emailing, use the same philosophy. Keep it short, and focus on consistent growth and improvement
  2. Simple to read: Keeping emails short makes it easy for subscribers to read on the go, the toilet, or wherever else they’re reading your emails

I keep my emails as short as possible because I know you guys have short attention spans like me. 😉

Here’s a recent email I sent for my interview with Jonathan Sigel:

(If you like this email, you can sign up for my newsletter here.)

Notice the simplicity. No fancy words, no confusing phrases, no 17 million paragraphs to read.

When it comes to writing short emails...

  1. Get straight to the point
  2. Hook with a killer subject line
  3. Share the “why” (aka the benefits of clicking a link in your email)

Let’s take a look at my example email again with those 3 points in mind:

To get better at writing short emails, take your first draft and try to cut ⅓ of your text.

The goal is to deliver epic value with as little text as possible.

Make every word EARN its way on the page.

I try to think of emails as text messages to my friends and family. I want to only message when I have something valuable to say.

At the end of the day, the more you practice, the more successful your communication will be.

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2. Have a single call to action

If you want your emails to be successful, you need to make your call to action clear.

Don’t include a million different links, buttons, and CTAs all fighting for your subscribers’ attention.

Instead, have a single CTA. This tells your subscribers, “this is where I want you to go.”

Here’s another recent email I recently sent.

It’s super short — you can scan it in seconds.

Plus, there’s one clear call to action, so the reader knows exactly what I want them to do.

The best way to craft awesome email CTAs is to think about your goals before you hit send. For example:

  • If I want to share an episode of my podcast, I’ll include a single link to the show
  • If I want to launch a sweepstakes, the ONLY link will be to enter
  • If I’m promoting an event (like SumoCon), there will be a link just to the landing page

Next time you write an email, think about what you want to achieve before you write it.

3. Send emails frequently

Email lists can go stale quickly.

If someone joins your email list and doesn’t hear from you for months, they’ll..

  1. Forget who the f you are
  2. Struggle to remember why they signed up in the first place
  3. Leave your emails unread or send your emails straight to spam

If you want to succeed with email marketing, send emails on a regular basis.

For me, this means sending one email every 1-2 weeks to my list:

Frequency can vary depending on your goals:

  1. Buffer sends daily emails whenever they publish new content
  2. Tim Ferriss sends a weekly email to his list
  3. Kevin Rose publishes his email newsletter once per month

Find whatever works for you and commit. Consistency is incredibly important in email marketing.

You could even set a proactive goal to send at least one email to your list each week:

To recap, here are 3 key email marketing best practices I learned from Gary:

  1. Keep your emails super short and to the point
  2. Have a single, clear call to action
  3. Send emails to your list frequently

For more email marketing best practices, check out my email marketing YouTube playlist.

Or, listen to more insights below from Gary about selling a company, making millions, and more.

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6 responses to “Email Marketing Best Practices from a $42 Million Email Company”

Mary Smith
June 11, 2018 at 5:20 am

Great post! Interesting and useful article.


October 6, 2017 at 7:33 am

nice article, thnks for sharing.

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September 27, 2017 at 1:26 am

very good post, thank you...

Will Chou
September 26, 2017 at 1:48 pm

You're saying short emails but Ramit writes super long story based emails. Which is best?

Roman Massey
September 26, 2017 at 6:56 pm

There's no right answer. This works best for Noah, that works best for Ramit. Depends on your style and what you sell. Just test, test, test.

Will Chou
September 28, 2017 at 8:55 am

That makes a lot of sense. Thanks Roman