S2 Ep 41 From Forgotten to Fully Booked, an inbox goldmine with Zac Garside

Prioritize earning customer permission for communication, especially for email lists, as it forms a valuable, owned asset.

Focus on building strong, personal relationships with customers to enhance the effectiveness of all communication efforts.

Understand customer needs and desires to craft compelling offers, rather than just pushing services you want to sell.

Implement consistent email marketing, even simple plain-text messages, to maintain engagement and provide value over the long term.

Leverage all customer touchpoints, from initial contact to follow-up, as opportunities to brand your business and deepen relationships.

View marketing with a 'five-year game' perspective, focusing on foundational principles like honesty, consistency, and non-neediness.

Optimize email components (from name, subject line, body, PS) to maximize open rates and engagement.