Show notes

♻️ This is a replay episode originally aired on June 19, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

How do you bid farewell to your subscribers after building a fan base who consistently posts your emails to social? Oh, and you’re not tasked with sending one or two goodbyes – your brief includes 19 (!) reminders. If you’re Jared Jones, formerly of Drizly, you lean into the humor of the situation and craft a sendoff that perfectly matches the absurdist voice your brand is loved for.

About our guest

Jared Jones is a writer, musician, and one-time podcast guest living in Boston, Massachusetts. He's currently trying to sell his first screenplay so if you happen to know any famous movie producers, well, that'd be pretty neat.

Ideas you don’t want to miss

(05:25) How Jared used his comedy background to develop the Drizly voice – and his “test the fences” barometer

(11:43) How the team planned the 19-email-20-push (!) Drizly goodbye – and how the idea was borne from the absurd amount of emails they had to send

(12:49) How the “last Western” movie influenced the idea and imagery of the campaign

(16:55) Jared’s brainstorming strategy – and elusive methods for defining a creative process

(21:25) The results of the goodbye emails (and other fun subscriber reactions over the years)

(28:30) How Jared is transitioning to a new role at a 100-year old brand that has tighter fences

(30:13) Jared’s favorite brands to swipe emails from

(32:14) A neat trick Jared uses to build loyalty with his readers

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

Check out the product description pages (PDps) on Firebox’s site

Follow Jared’s journey as he shapes the evolving Stanley Black and Decker Craftsman voice

See how Liquid Death’s voice touches everything they do

Replace your Drizly fix with another “absurdist” brand, Goodr

Check out how Chubbies speaks straight to their audience

Follow Nikki on LinkedIn

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

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode*

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player