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
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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
Connect with Jaina Mistry
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
LinkedIn: https://www.linkedin.com/in/jainamistry