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Most follow-up breaks down long before the first email goes out. We’ve both seen it: someone buys a shiny new CRM, opens the campaign builder, and realizes they don’t have the “Lego pieces” to build anything worth sending. That’s why we bring on email marketing specialist and ghostwriter Eli Delaney, the guy who “fixes your follow-up,” to talk about what actually keeps leads warm and relationships strong.

We dig into the real goal of email marketing and lead nurturing: staying top of mind without becoming spammy or salesy. Eli shares a simple framework for writing helpful emails, using an 80/20 balance of giving value versus asking for the sale, and curating resources like books, podcasts, and tools your audience will genuinely thank you for. We also talk about consistency the smart way, including how “inconsistently consistent” timing can reduce that mass-blast feeling while still building trust over time.

AI and ChatGPT come up too, with a clear warning: speed isn’t strategy. If you don’t know your market, your voice, and your plan, AI can help you send mediocre emails faster and burn out your list. If you do know those things, it can become a drafting assistant that supports better copywriting and stronger results. We wrap with Eli’s new book, Follow-Up Code, inspired by the seven virtues of Bushido, and how respect, integrity, and clarity translate into email marketing that can last for decades.

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