Jordan has a new favourite email program, and it breaks a lot of the rules marketers usually follow.
In this episode of The World’s Best Email and Retention Podcast, Jordan breaks down Dôen’s email program, from its layered photo grids and behind-the-scenes creative to tiny copy, cursive fonts, and understated CTAs.
The program assumes its audience actually wants to spend time with the brand. That matters when your emails are competing inside a promotions tab packed with dozens of other brands.
Jordan also catches one mistake in Dôen’s otherwise excellent program: two different abandonment emails landing within four minutes of each other. He explains why overlapping cart, checkout, site abandonment, and third-party identification flows can cause this, plus the waterfall exclusions he uses to prevent it.
What you’ll learn:
- Why Dôen has become Jordan’s new favourite email program
- How behind-the-scenes content helps pull customers deeper into a brand’s world
- Why intentional creative can make subscribers actively look for your emails
- How to use photo grids, GIFs, location shoots, and community content
- The abandonment-flow mistake Jordan found in his own inbox
- How to structure exclusions across checkout, cart, site abandonment, and third-party triggers
- Why winning an individual CRO test can still degrade the overall brand experience
- How email design, copy, CTAs, and creative work together as one system
00:00 – Why email + CRO are the fastest path to more ecommerce revenue
01:25 – Jordan’s new favourite email program: Dôen
04:15 – Why Dôen designs for an intentional reader
08:01 – The behind-the-scenes email that immediately got Jordan to open
09:00 – How to stand out in a completely stuffed Promotions tab
12:52 – Jordan finds a mistake
15:49 – The abandonment flow waterfall that prevents duplicate emails
17:17 – Why a “winning” CRO test can slowly degrade your brand
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