Match the voice
Translated Simon's direct, generous and practical video style into email copy that still sounded like him. Every send needed to teach or move the conversation forward.
All case studies
Personal brand
Simon Squibb
Continuing the conversation from YouTube into the inbox.
Email that carried the tone and value of Simon's educational YouTube content into the inbox, while connecting the right parts of his audience with relevant products.
£5k → £15kMonthly attributed email revenue
25% → 35%Average open rate
The starting point
What needed to change.
Simon Squibb had built a large audience around honest, practical and high quality YouTube videos. The opportunity was to make email feel like the next part of those conversations, rather than an unrelated sales channel. The list also needed tidying so more regular content reached people who genuinely wanted it.
The emails were built to sound and feel like Simon. Recent videos became the starting point for useful follow up content that extended the lesson, added context and brought the audience back into the conversation.
The mailing list was cleaned and organised into more meaningful audience groups. That made it possible to send stronger content more regularly, share knowledge with the people most likely to value it and promote products only when they were relevant to the topic.
What Blank Sheet delivered
Brand voiceContent strategyList hygieneAudience segmentationCampaign planningProduct promotion
The work
How we improved it.
Continue the content
Treated each YouTube video as the beginning of a wider conversation. Emails revisited the lesson, added context and encouraged the audience to watch, reply or explore the idea further.
Tidy and target the list
Improved list hygiene and audience organisation so content could be sent to subscribers with a genuine interest in the topic, protecting engagement as the sending rhythm increased.
Connect knowledge and products
Balanced useful content with relevant commercial opportunities. Products were promoted when they supported the lesson, keeping the relationship with the audience at the centre of the email.
The result
More regular, better targeted content increased average open rates from 25% to 35%. Monthly revenue attributed to email grew from £5,000 to £15,000 while the channel continued to feel useful, recognisable and true to Simon's brand.
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