In today’s episode, I’m diving into the art and science of email marketing with Jaina Mistry, Director of Brand and Content Marketing at Litmus. We unpack how email marketing is evolving to meet changing consumer expectations, discuss the most common mistakes marketers make, and explore creative ways to personalize email campaigns.
You’ll also hear actionable tips on how to be authentic in email marketing in 2025, leverage AI effectively, and use lifecycle marketing and newsletters to build trust, drive engagement, and boost ROI.
Timestamps:
00:00 Introduction to the episode and today’s guest, Jaina Mistry
02:00 Jaina’s career journey: From Buffy fan sites to email marketing leadership
06:30 How early influences shaped Jaina’s approach to creativity and strategy
10:00 What Litmus does and how it helps marketers optimize email campaigns
14:30 The challenges of email rendering across platforms and how Litmus solves them
18:45 Key features of Litmus: personalization tools, testing capabilities, and analytics
20:00 AI in email marketing: How marketers are using it and its current limitations
23:15 Practical ways to use AI for ideation and content creation in email campaigns
26:00 Changing consumer behaviors: Building trust and standing out through email
30:00 Why email marketing is not dead: The long-term impact of consistent email strategies
35:00 Personalization strategies that go beyond first-name greetings to create real connections
38:00 Lifecycle marketing: Using email to guide consumers from awareness to action
42:30 The importance of showing up consistently in inboxes and building brand loyalty
46:00 Why newsletters are a powerful tool for thought leadership and relationship building
48:00 Final advice: Be curious, creative, and focus on connecting with humans
Key Takeaways for Business Leaders:
Email as a Relationship Builder: Treat email as a tool to foster relationships over time. Consistently showing up in inboxes with valuable, insightful content keeps your brand top-of-mind, even if the recipient isn’t ready to act immediately. Jaina shared how a brand’s steady email presence led her to make a purchase years later.
Focus on Human Connections: Marketing isn’t about speaking to companies; it’s about connecting with individuals. Jaina advises using conversational language, humor, or even playful risk-taking to stand out. As she says, “Talk to people like people, not like a business pitch.”
Rethink Email Personalization: Move beyond basic first-name personalization, which can feel stale and ineffective. Instead, tailor content to reflect the recipient’s company, interests, or behavior. Jaina highlights how using live polls or countdown timers creates a dynamic, engaging email experience.
Ensure Flawless Emails with Testing: Email testing ensures your messages look and function perfectly across devices, preventing broken designs or links and delivering a seamless experience that builds trust and boosts engagement.
Leverage AI Thoughtfully: Generative AI can spark creative ideas and improve efficiency, but it’s not a replacement for human judgment. Use it as a brainstorming partner for ideation or fine-tuning copy, but always review outputs for alignment with your brand voice and accuracy.
Listen on Apple Podcasts here.
Listen on Spotify here.
Rate, Review, & Follow on Apple Podcasts & Spotify
Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business.
On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!
For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars.
Connect with Jaina Mistry
LinkedIn: https://www.linkedin.com/in/jainamistry
State of Email Trends Report by Litmus: https://www.litmus.com/resources/state-of-email-trends
State of Lifecycle Marketing Report by Litmus: https://www.litmus.com/resources/state-of-email-lifecycle-marketing
Connect with Christie Bilbrey
http://www.christiebilbrey.com
LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey
Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting
Create Your Buyer Persona: https://bit.ly/3H4Q2Hw
