"Don’t overcomplicate it."
Chase Dimond is a successful e-commerce specialist, known for his innovative strategies and expertise in email marketing. With six different income streams collectively earning seven figures, while working a maximum of 30 hours a week, Chase is a prime example of someone who works smarter, not harder.
His commitment to avoiding burnout is driven by his love for family, and he has found ways to balance his professional and personal life effectively. As a partner at Structured, a top commerce email marketing agency, Chase runs the email team and has helped his clients send over a billion emails since June of 2018, resulting in over $100 million in email-attributable revenue.
Some of his notable clients include Eight Sleep, Orgain, Health-Ade, and Poo Pourri. Chase is also a popular figure on social media, with over 75,000 email subscribers and 177,000 followers on LinkedIn. Through his dedication and hard work, he has become a respected authority in the e-commerce industry.
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Table of Contents
Every other year, we hear that “email marketing is dead”, we all agree it’s not, but what kills it is big mistakes. What is the biggest email mistake e-commerce brands are making?
Chase Dimond: Poor list segmentation is definitely the biggest reason why email campaigns underperform. Here are 3 simple ways to segment your list effectively and which emails to send to each segment.
- Non-buyers
Non-buyers are probably the hardest segment to sell to. But not all hope is lost. Here’s the thing:
They are already somewhat interested in your brand/product. They want to buy your products, but they’re still on the fence. They just need a little push. For example, an enticing offer, social proof, or brand awareness.
Here are some emails you can use to give them that little push:
- Promotions
- Discounts
- Bundles
- Social Proof email
- Customer Reviews email
- New Products email
Utilize these emails to get them to buy.
- Buyers
Buyers are by far the easiest people to sell to. You already established a bond with them. They already know you. And more importantly, they’ve bought from you. Your goal is simply to make them buy more.
Here are some emails you can send to this segment:
- New products
- Collection launches
- Offers & Discounts
- Educational emails
- Content emails
Make sure you mix these so you can get sales and keep your subscribers interested in getting your emails.
- VIP Customers
These are every email marketer’s favorite customers.
People who have bought from you several times and who are more likely to buy from you again. Selling to them is pretty easy. All you have to do is treat them nicely and make them feel special. Here are my favorite special emails campaigns:
- Exclusive discount
- Cross-sells/Upsells
- Buy One Gift One
- First dibs and early access to new products/collections
- Exclusive content
Pro tip: The better you treat your VIP clients, the more they’ll buy from you.
Saying you’re an email marketing expert is an understatement, you take great care of your clients, and you are not the proverbial cobbler neglecting himself. How have you built your newsletter to 75,000+ email subscribers?
Chase Dimond: My largest source of email subscribers comes from Twitter, with LinkedIn being a close second. My playbook has been to give away as much value as possible for free on social media in the hopes that people will want to learn more via my newsletter.
So far, that plan has been extremely successful with being able to acquire high-quality email subscribers.
So what I’ll typically do on Twitter is: I’ll post something of value, whether that be a single tweet or a thread. And if the post performs well, I’ll add a follow on the tweet saying something to the tune of: “If you found this valuable, join 75,000+ marketers and founders who benefit from my free weekly newsletters.”
And on LinkedIn, I’ll do the same thing. If a post takes off, I’ll update it to include a PS section that mentions and links to my newsletter. Outside of that, I get many clicks to the links in my bio across various social platforms.
And I’ve noticed a lot of subscribers come in via referrals. People share my content on social media, in their company Slack group, or simply just forward my newsletter to their friends.
I love the numbers: 75,000+ subscribers, and then you’ve gone from 27,000 followers to 177,000 followers on LinkedIn in 7 months. Can you share your LinkedIn strategy?
Chase Dimond: I joined LinkedIn in 2011, and looking back, I wish I had invested more time and energy into the platform. For years, I posted a couple of times per week on LinkedIn but without any real consistency or plan. I fell more into the bucket of “posting to post” vs. posting with purpose.
Then in mid-2022, everything changed.
I was doing really well on Twitter at the time, and with the potential of Elon Musk buying Twitter looming, I thought that would be either amazing or terrible for Twitter and couldn’t confidently say which it would be.
Twitter, at the time, was responsible for driving a majority of the growth of my agency, newsletters, courses, and so on. I felt extremely uncomfortable knowing that my business fate was in Elon’s hands.
So in August of 2022, I made the decision to go really hard on LinkedIn. I became obsessed, probably to the point of it being unhealthy.
For context, from 2011 to mid-2022, I went from 0 to 27,000 followers. And from mid-2022 to Q1 of 2023, I went from 27,000 to 170,000+ followers. I was able to 6x my following in 7 months.
So, what changed?
Chase Dimond: I’m committed to posting daily (I started with once per day, and now I’m posting 3+ times per day). It’s a numbers game, and with my global audience, I post at different times throughout the day to cater to different time zones. Typically I’ll post in the morning, at lunchtime, and in the afternoon.
I live in California, so I’m on PST. I figured out the “right” content to post. So not only was I posting more frequently, but I also figured out what type of content would be most helpful for my audience.
I built out what I call my “Trust Profile.” Essentially the topics I wanted to talk about through my unique experience and expertise. For me, those things are primarily email marketing and copywriting.
Outside the two things above, the only missing piece from a well-rounded LinkedIn growth strategy is finding other like-minded individuals to engage with one another’s content.
Don’t overcomplicate it. These are the ONLY 3 things I did to go from 204 followers per month to 20,428 followers per month.
Let’s get some nitty-gritty insights: What’s your favorite copywriting tip?
Chase Dimond: Make your Calls-To-Action specific and less generic than we most often see.
- ”Buy now” → “Get instant access + lifetime updates!”
- ”Sign up” → “Get weekly value-packed emails!”
- ”Join today” → “Join 1,920 other marketers inside!”
More specific = more clicks = more $$$.
What’s your favorite copywriting quote?
Chase Dimond: “People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”
– Blair Warren
Jed Morley, VIP Contributor to ValiantCEO and the host of this interview would like to thank Chase Dimond for taking the time to do this interview and share his knowledge and experience with our readers.
If you would like to get in touch with Chase Dimond or his company, you can do it through his – Linkedin Page
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