So, quick hack for you.

Just sent out my latest newsletter, but forgot to mention my new affiliate program, so what did I do?

I guess I could kick myself and cry, instead I just sent another email 10 mins later with ‘Re:’ at the start of the same subject line, and add the previous email below inside a quote box like I just hit reply in Gmail.

One email, two shots.

Here’s the result:

Your “from” line matters more than your subject line. Yep, you heard that right. Ann Handley from Marketing Profs nailed it with this one.

It’s not about deliverability or spam filters—it’s about your ‘sender rep’.

Think of it like this:

• Your personal brand has CURRENCY
• The exchange rate? TRUST

The more trust you build, the more people will open your emails—no fancy subject lines or clickbait needed. 🚀

In the early days, sure, you might rely on hooks to get opens. But long-term? It’s all about delivering value, consistently.

You know how it goes. You’ve got those emails in your inbox you *always* open, no matter what.

Why?

Cos you trust the sender.

That’s the goal.

So, how do you get there?

• Be consistent
• Provide value
• Build trust over time

It’s the long game, not a quick fix.

But hey, it’s worth it.

Let’s clear this up, cos it’s a biggie. 🎯

A rented audience is like LinkedIn, X, or Facebook. You’ve got followers, but they’re not yours. LinkedIn could shut your account tomorrow, and poof – your audience is gone. Happens more than you’d think.

An owned audience is your newsletter or community. You control it. No one can take it away. That’s why I focus on driving people to my newsletter and this community.

Think of it like this:

• LinkedIn and YouTube are my discovery platforms – the top of the funnel.
• My newsletter and community are where the magic happens. I own them, so I’m in control.

Quick tips:

• Use LinkedIn, X, or wherever to *drive traffic* to something you own.
• Stick a big ol’ call-to-action in your LinkedIn banner (like “Visit my website” or “Subscribe to my newsletter”).
• Use your posts to nudge people toward your owned platforms.

Don’t put all your eggs in someone else’s basket. Build your own. 🛠️

Cos here’s the thing: if LinkedIn kicks you off, you’ve still got a business. If you don’t own your audience? Game over.

So, rented audiences = great for discovery.

Owned audiences = where the real value is.