REPLAY: How Collishop used email ratings to boost birthday conversions by 63.8% (with Jasper Van Laethem) | Sentiment Score

♻️ This is a replay episode originally aired on March 19, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️When your client’s legacy tool lacks the most basic email functionality, where do you even start? If you’re Jasper Van Laethem, you start with a simple birthday email – and then use sentiment data to uncover a massively important piece of feedback that – with a few unintuitive tweaks – boosts conversions by 63.8%.About our guestJasper is an email marketing and CRM expert with over 12 years of experience. He has worked at some great companies, including Nestlé, Lidl, and Colruyt Group. Jasper is also a speaker at international conferences, delivering several speeches at events such as the Data & Automation Summit, Mrtech Festivel, and the E-commerce Summit, to name a few. With the goal of helping the world send better emails, teaching, and training marketers in email marketing, CRM, and marketing automation is also a key part of Jasper’s work. After 11 years, Jasper decided to go for it and started ‘The Future Funnel,’ an email marketing & CRM agency, in 2023. Positioning themselves as "Your in-house email & CRM experts," they analyze, strategize, execute, and train. In the first year they are already working with some amazing brands such as GAMMA, Torfs, and Nespresso.Ideas You Don’t Want to Miss(3:20) The gap in the Belgian email agency market—and why Jasper decided to launch his own(15:47) Where most agencies fail in their client management – and what Jasper does with his clients instead(14:05) The surprising insight the team learned from their sentiment scores – and the even more surprising tweaks they made to boost conversions(18:28) When listening to customer feedback fails – and how to collate your data to know what to ignore(21:11) How to play with creative button copy without sacrificing conversions(25:04) The rare luxury brand that Jasper thinks does email wellLinks from this episodeTake a look at the emails we’re talking about todayPlan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation MasterclassFree consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.Check out Episode 30 with Rand Fishkin for more on customer feedback (the episode Jasper referenced)Check out Episode 5 with Licorice.com for even more on customer feedback (the episode I countered with)Follow Jasper’s fabulous work at The Future FunnelDrool over how Neuhaus Chocolates balances luxury and conversionsConnect with Jasper on LinkedinFollow Nikki on LinkedInGet Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠Let me know what you thought about the episode by emailing [email protected] to Email Swipes and never miss another episodeApple PodcastsSpotifyGoogle PodcastsOr find on your favorite podcast player