Jimmy Kim and a co-host argue that brands kill their email by stripping out personality to avoid losing subscribers. Generic corporate copy feels robotic and damages the emotional connection that actually keeps people around. It's better when mismatched customers unsubscribe than stay on a list that never connects.
There's a thing I noticed, Chase, is when I've seen brands that are scared of unsubscribes, they tend to lose their personality almost. So every email becomes this like weird sanitized corporate speak where it's like, dear valued customer, we hope your email finds you well.
Opened a couple of those before this pod and man, those were rough.
And you know what? The person on the other end, the customer, can smell that it's not authentic. It doesn't sound like a real person. It just sounds like a robot.
So essentially, even those that do open, it's going to be very hard for them to actually connect with it.
There's definitely no relationship.
At the end of the day, I think most of us know this by now, but relationships are actually what drives retention, not these kind of generic promos.
Yeah, I'd rather have someone unsubscribe because my brand isn't for them than for them to just like ignore me forever.
