What I Learned After My Talk with Jonathan Bouchard

Jonathan Bouchard is one of those people whose expertise in email marketing leaves you inspired and motivated to step up your game.

During our recent podcast conversation, he shared insights that were practical, thoughtful, and immediately applicable to anyone trying to grow their audience and improve conversions through email campaigns.

And you know what else? After our discussion he started his own #AffiliateMastermind which I fully support, because Jonathan has great experience and I'm happy he wants to share his learnings.

Here are the key takeaways from our discussion:

1. People Buy from People They Trust

Jonathan emphasized the importance of personalizing your email campaigns.

One simple yet effective strategy he swears by is using a person’s name, not a company name, as the email sender.

It might seem small, right?

But this subtle change can shift the perception of your email from being a generic ad to a personal message.

As Jonathan said :

“People are more likely to trust an individual than a faceless brand.”

He also suggested that personalization doesn’t stop at the sender name. Segmenting your audience based on their preferences and behaviors allows you to deliver targeted content that feels more relevant and engaging.

For example, acknowledging a subscriber’s past purchases or interests can significantly improve response rates.

2. Make Your Emails a Conversation

Engage with your audience!

Engagement isn’t just about catchy subject lines; it’s about building a two-way street.

Jonathan encourages email marketers to craft emails that feel conversational.

He’s a big fan of including personal stories or experiences that resonate with the audience.

And I noticed that in my own experience with all the newsletters I get.

When I get a story, I am much more engaged!

Another great tip?

Respond to replies. Even a short acknowledgment can make your subscribers feel heard and valued.

Jonathan shared a story about a campaign where he invited subscribers to reply with their thoughts on a specific topic. Not only did this boost engagement, but it also provided valuable insights into his audience’s preferences.

It’s a simple strategy that creates meaningful connections and fosters trust.

But the other way is true also: if you get a reply to your email, you have to answer!

If you don't do this, then most likely that person will unsubscribe (that's what I did in such case!).

3. Stay Consistent, But Don’t Overwhelm

There is a fine line between staying top of mind and being too aggressive.

Consistency is crucial, whether it’s a weekly newsletter or timely follow-ups for special offers. However, bombarding your subscribers with emails can backfire.

As he aptly put it: “Respect your audience’s inbox.”

He also highlighted the importance of setting clear expectations.

Let your subscribers know how often they can expect to hear from you. This transparency builds trust and helps reduce unsubscribe rates.

4. AI Can Be a Game-Changer

We also touched on how AI tools are revolutionizing email marketing.

AI is all the buzz now, so, of course we had to touch on it! :)

Jonathan uses AI to brainstorm creative ideas, draft multiple email versions, and analyze audience pain points. While AI can never replace the human touch, it’s a powerful assistant to refine your strategy and save time.

You can use AI to test subject lines and predict engagement rates before sending out campaigns.

This data-driven approach allows him to make informed decisions and maximize the impact of each email.

5. Patience Pays Off in List Building

For those trying to grow their email list, Jonathan’s advice is to think long-term.

Like in business, right?

Paid ads can help, but they’re not an instant solution. Building a high-quality list takes time, effort, and a clear plan to monetize.

We even compared list-building to developing software: an upfront investment with delayed but worthwhile returns. :)

His advice? Offer value from the start. Free resources like eBooks, webinars, or exclusive discounts can incentivize sign-ups and help you attract the right audience.

But remember, the goal isn’t just a large list; it’s an engaged one.

6. Keep Your List Alive

Finally, maintaining an email list is just as important as building one.

I loved this part of our discussion!

Jonathan shared that regular engagement and providing value to your subscribers are non-negotiable.

“Think of your email list like a garden,” he said. “If you don’t tend to it, it’ll wither.”

He also emphasized the importance of cleaning your list periodically.

Removing inactive subscribers not only improves your open rates but also ensures that you’re reaching people who genuinely want to hear from you.

And not everybody wants to remove subscribers from their lists, because of "what if"? "What if they change they mind? What if they will buy this time?"

But unsubscribes are actually good because you get your list cleaner and more focused.

7. Test, Learn, and Adapt

Jonathan’s advice was to always be testing. From subject lines to call-to-actions, every element of your email campaign can benefit from optimization.

He recommends A/B testing as a way to understand what resonates with your audience.

He shared an example of a campaign where changing the placement of a call-to-action button led to a 15% increase in clicks.

“Small tweaks can lead to big results".

Every point Jonathan made left me reflecting on how simple tweaks can make a massive difference.

I saw this first hand when our CPV Lab users rotate landing pages, test variations with MV Lab just to find the best one.

So, testing is one of the best way to approach performance marketing. It's part of the job description.

If you don't test, you leave money on the table.

So, whether you’re just starting out or you’ve been in the email marketing game for years, his strategies are gold.

And I invite you to follow Jonathan Bouchard and his journey in growing AffiliateMastermind.com.

If you haven’t already, check out our full podcast episode for the complete conversation. Trust me, you’ll walk away with plenty of actionable insights.

Have you tried any of these strategies in your email campaigns?

Let me know in the comments or shoot me a message, I’d love to hear your experiences!

Stay in touch and have a great week ahead!