The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth

Lucas and Luna explore the art and science of email list reactivation campaigns. They discuss why a dormant subscriber isn't a lost subscriber, using data from a real e-commerce brand that recovered 12% of its inactive list over three months. The hosts break down the optimal timing for a re-engagement sequence, the key metrics to track beyond open rate, and why a 'win-back' email should feel like...

In this episode of The Email Marketing Podcast with Fexingo, Lucas and Luna explore why segmenting your email list by how often subscribers engage — daily, weekly, monthly — can dramatically improve open rates, click-through rates, and sender reputation. They walk through a real-world case study of an e-commerce brand that used engagement-frequency segmentation to boost revenue per email by 40%. T...

Episode 30 of The Email Marketing Podcast: Lucas and Luna dive into the case of a SaaS company that boosted trial-to-paid conversion by 27% simply by restructuring its welcome series. They break down the three-email framework—value, social proof, and offer—and explain why most welcome emails fail because they ask for the sale too early or too late. Specific metrics: open rates above 60%, click-thr...

In this episode of The Email Marketing Podcast, Lucas and Luna dissect the most underutilized email in your sequence: the welcome email. They break down why most welcome emails waste the subscriber's attention by being too safe or too generic, and share the surprising data behind sending a second welcome email 24 hours after the first. Lucas reveals how brands like Allbirds and Patagonia structure...

Lucas and Luna dig into why email open rate, long considered the gold standard of email marketing, is actually a misleading vanity metric. With Apple's Mail Privacy Protection and Google's image caching, open rates are inflated and unreliable. Instead, they argue for focusing on click-to-open rate, conversion rate, and list health metrics. Lucas cites data from a 2025 Litmus study showing open rat...

Lucas and Luna dig into why demographic-based email segmentation often misses the mark compared to behavioral triggers. Using a case study from a mid-size e-commerce brand that shifted from age/gender segments to purchase-history and engagement-based lists, they show how click rates improved 34% and revenue per email rose 22%. They also discuss the practical challenge of setting up behavioral trig...

In episode 26 of the Email Marketing Podcast, Lucas and Luna argue that the biggest email sin isn't bad design—it's a list that sounds like it was written by a different company. They unpack the disconnect between a brand's website, social media, and email tone, and show how a mismatch confuses subscribers and hurts engagement. Using real examples from a B2B SaaS company and a DTC retailer, they w...

Lucas and Luna challenge the conventional wisdom that constant list growth is the only goal. They dive into data from a 2025 Mailchimp benchmark report showing that a 0.5% monthly churn rate correlates with 22% higher click-to-open rates. Using examples from a B2B SaaS company and a lifestyle newsletter, they argue that losing disengaged subscribers actually improves deliverability, sender reputat...

In Episode 24 of The Email Marketing Podcast, hosts Lucas and Luna drill into a single high-impact question: why sending the same email to your entire list is a losing strategy. Lucas unpacks a real-world case from a mid-market e-commerce brand that slashed open rates by 12 percentage points with a one-size-fits-all blast, then reversed course with a three-segment split that lifted click-through r...

In this episode of The Email Marketing Podcast, Lucas and Luna explore why most email sequences fail by focusing too much on the inbox and not enough on the post-click experience. They break down a case study from a B2B SaaS company that saw a 38 percent lift in trial conversions simply by restructuring the emails users saw after clicking a call-to-action. The hosts discuss specific tactics like u...

Lucas and Luna explore how designing emails for accessibility—like screen reader compatibility, high contrast, and descriptive alt text—can actually improve engagement and revenue for all subscribers. They cite a case study where a retailer saw a 13% increase in click-through rates after implementing accessible email templates. The hosts discuss common accessibility mistakes, the business case for...

Lucas and Luna dig into why building an email list from scratch is often harder than cleaning one up — and why most marketers get the early-stage strategy wrong. They walk through the three phases of a ramping list, the metric that actually matters when you have fewer than 500 subscribers, and the one sign-up incentive that consistently outperforms discount codes in 2026. Plus, a counterintuitive...

Episode 20 of The Email Marketing Podcast tackles one of the most overlooked list hygiene strategies: sunsetting inactive subscribers. Lucas and Luna break down why keeping dormant email addresses drags down open rates, hurts sender reputation, and distorts campaign analytics. They walk through a real-world example from a mid-size e-commerce brand that ran a 90-day re-engagement campaign and then...

Most email marketers treat their list like a garden they just keep watering. But every list has dead growth — subscribers who haven't opened in 6, 12, or 18 months. In this episode, Lucas and Luna dive into why a 'sunset policy' is one of the most underused tools in email marketing. They break down how brands like Casper and Everlane have used sunsetting to improve deliverability and engagement by...

Lucas and Luna dig into the hidden dangers of email marketing analytics, focusing on a specific case: a mid-size B2B SaaS company that saw open rates climb to 35 percent while actual conversions dropped 12 percent. They explain why metrics like open rate and click rate can be misleading when not paired with business outcomes, and discuss what the company changed—shifting from campaign-level vanity...

Lucas and Luna dive into the humble email preheader — the snippet of text that appears next to or below the subject line in most inboxes. They explain why it's effectively a second subject line, how it can boost open rates by 10 to 30 percent, and why most marketers waste it by leaving the default 'View this email in your browser' message. They walk through real examples from newsletters with preh...

Lucas and Luna explore a surprising email marketing pitfall: over-personalized subject lines that actually reduce open rates. Drawing on a 2025 study by the Email Experience Council, they break down why using a subscriber's first name or recent purchase data can feel invasive or gimmicky—especially for B2B audiences. They walk through real examples from a SaaS company that saw open rates drop 12%...

On this episode of The Email Marketing Podcast with Fexingo, Lucas and Luna explore the counterintuitive practice of email list pruning: intentionally removing inactive subscribers to boost engagement and deliverability. They break down why a smaller, more engaged list often outperforms a bloated one, citing data from Mailchimp's 2025 benchmarks showing that lists with under 10,000 subscribers see...

In this episode of The Email Marketing Podcast, Lucas and Luna tackle a controversial topic: double opt-in vs single opt-in. Lucas shares data from a 2025 benchmark study showing that lists using double opt-in see 28 percent higher engagement rates and 40 percent lower spam complaints. Luna pushes back with real-world examples from e-commerce, where every second of friction can cost a sale. Togeth...

In episode 13 of The Email Marketing Podcast, Lucas and Luna dive into email authentication protocols like SPF, DKIM, and DMARC and explain why they are critical for deliverability. They use the case of a 2025 phishing campaign that impersonated a major retailer to show how lack of authentication can hurt sender reputation and land your newsletters in the spam folder. The hosts break down the tech...

Lucas and Luna dig into the hidden cost of bad email hygiene: sender reputation. They break down how a single spam trap address — accidentally left in a purchased or stale list — can wreck deliverability for weeks. Lucas walks through the mechanics of spam traps, bounce classification, and how major mailbox providers like Gmail and Outlook score senders. Luna shares a real-world example of a newsl...

Most email marketers obsess over open rates, but Lucas and Luna argue that click-to-open rate — or CTOR — is a far more meaningful metric. In this episode, they break down why CTOR strips out subject-line manipulation and inbox placement luck to measure how good your actual email content really is. Using a concrete example — a fashion retailer whose open rate dropped from 28 percent to 20 percent...

In Episode 10 of The Email Marketing Podcast, Lucas and Luna break down the most overlooked line in every email: the preheader. With specific data from a 2025 Campaign Monitor study showing a 28 percent lift in open rates from optimizing preheader text alone, they walk through real-world examples from Bonobos, Warby Parker, and a DTC mattress startup. They explain the three-second 'glance test' yo...

In this episode of The Email Marketing Podcast with Fexingo, Lucas and Luna dive into the often-overlooked relationship between email frequency and subscriber retention. They analyze a case study from a B2B SaaS company that cut its send frequency from weekly to bi-weekly and saw a 30% drop in unsubscribes while open rates jumped 18 percent. Lucas explains the psychological concept of email fatigu...

Lucas and Luna challenge the conventional wisdom that email send-time optimization is a game-changer for most newsletters. They break down the data behind the 2016 AWeber study that showed a mere 4 percent lift from send-time tweaks, explain why algorithmic timing tools are often a waste of money for lists under 10,000, and argue that content quality and sender reputation matter far more than hitt...