Right, so you wanna nail email marketing? Cos let’s face it, who doesn’t? After 20 years of mistakes (and a few wins), here’s the lowdown.

• First up, know your customer. Not vaguely—*really* know them. Use tools like SparkToro to dig into their world. Give ‘em a name, hobbies, even a backstory. The more specific, the better your emails will hit home.
• Next, pick your topic and stick to it. Weekly AI tips? Monthly baking hacks? Whatever it is, be crystal clear. Helps you plan, helps subscribers know what they’re signing up for. No one likes surprises (unless it’s cake).
• Ditch the “newsletter” vibe. No one cares about your company updates. Send one clear message per email—think tweet, not Tolstoy. Short, snappy, and scannable. Bullet points are your mate.
• Test before you send. Not just to yourself—to a clueless friend. If they can’t glance at it and say, “This is about X, do Y,” rewrite it.
• Finally, split test *everything*. Subject lines, buttons, send times. Tiny tweaks, big wins. Track it in a spreadsheet—boring but brilliant.

That’s it. No fluff, just stuff that works. Go on, give it a whirl. 🚀

Systems might not be sexy, but they’re the secret sauce of a slick business.

Think McDonald’s. A Big Mac tastes the same in London as it does in Paris. Why? Systems.

When I ran MailNinja, things got messy without them. As we grew, errors crept in, and processes became chaotic. Once we introduced systems? Everything clicked.

Here’s why they matter:

• Avoid errors. Everyone follows the same steps.
• Scale smoothly. Bring in employees without losing control.
• Free your brain. Decisions are made for you.

Even as a solopreneur, systems are gold.

Tools like Notion help you document everything.

Loom videos are my secret weapon for building a content library. No more scrambling to create something new every week. Instead, I’m stockpiling videos to reuse and repurpose across channels.

Think of it like a content pantry—just grab what you need when you need it.

Here’s how I’m doing it:

• I use Loom cos it’s dead simple. Hit record, waffle for a bit, and you’ve got a video ready to share. No fancy editing, no fuss.
• Every video gets logged in a Google Sheet—title, links, where it’s been posted (LinkedIn, newsletter, community), and when. No more guessing if I’ve already used something.
• I’m aiming for 100-200 videos. Why? Cos then I’ve got a treasure trove to dip into instead of reinventing the wheel every time.

The best part? I can reshare older videos months later. Most folks won’t remember, and the newbies haven’t seen it. Efficiency.

So if you’re drowning in content deadlines, try this:

• Record once.
• Log it.
• Repurpose everywhere.

No more last-minute panic. Just a tidy library of go-to content.

Give it a whirl—your future self will thank you. 😉