Author: John Timmerman
CEO @ Good Monster
Conversion & retention problem-solvers.
Author name
The Hidden Cost of Ignoring Email Marketing in 2025
๏ปฟIgnoring email marketing in 2025 is like pouring water into a bucket full of holes.
You can keep filling it up with expensive paid ads and flashy campaigns, but most of that revenue potential is leaking right out of the bottom.
Every brand owner, private equity firm, and family office wants to scale revenue efficiently.
But here’s the harsh truth: while you’re chasing CAC reductions and ROAS improvements, your existing audience is sitting there—ready to buy—getting ignored.
That’s not just a mistake. It’s a financial crime against your own brand.
Most brands send emails like it’s still 2010.
— John Timmerman (@JohnnyTimbo) February 5, 2025
๐ข “BUY NOW!”
๐ข “20% OFF!”
๐ข “Don’t forget about us ๐ข”
That’s why their open rates suck and their conversions are worse.
Let’s fix that. ๐งต๐ pic.twitter.com/7DJvCKIxgo
๏ปฟThe Real Problem No One Talks About
Most companies are obsessed with acquisition. They’ll pump millions into Meta and TikTok ads, launch influencer campaigns, and go all-in on SEO.
But then what?
A pitiful 1-2% of those acquired customers convert. The rest? Gone.
Now, imagine increasing your conversion rate by the same 1-2%.
For most brands, that’s an extra six or seven figures—without spending a single extra dollar on acquisition.
The Scenario You’ve Lived Through
Let’s say you’re running a DTC brand doing $5M per year.
Your email marketing is… fine.
Maybe you send the occasional promo, a cart abandonment flow, and a welcome series. But you’re still leaving money on the table.
I worked with a brand in the home goods space last year.
They were killing it with paid ads but had zero post-purchase engagement. Their customer LTV was embarrassingly low, and retention was non-existent.
We revamped their email strategy—personalized post-purchase journeys, behavior-based flows, and dynamic offers.
Within six months? A 40% increase in repeat purchases and an extra $1.2M in revenue.
Most brands treat email marketing like an afterthought.
— John Timmerman (@JohnnyTimbo) February 5, 2025
OLIPOP turned it into a cash machine.
Here’s how they made email their highest-ROI marketing channel (and how you can, too) ๐งต๐ pic.twitter.com/lpPfTxao2H
Here’s how to stop failing on TikTok and actually win:
- Understand the culture. TikTok isn’t just a platform; it’s a vibe. Spend a week watching videos. Notice what gets shared, what sparks conversations, and what feels authentic.
- Think like a creator, not a marketer. The best-performing TikToks don’t feel like ads. They feel like content a regular person might post. Your brand needs to blend in, not stick out.
- Ditch the high-budget production. TikTok doesn’t reward polish; it rewards personality. Use iPhones. Embrace lo-fi. Make it real.
- Hook fast, or lose. You’ve got 3 seconds to grab attention. Start with a bold claim, a shocking visual, or something so weird they can’t scroll past.
- Use creators—but trust them. Let creators own the storytelling. They know their audience better than you do. Give them freedom, not scripts. Example: Chipotle let creators freestyle content around their menu hacks, which led to viral challenges like the #ChipotleLidFlip.
- Tap into trends (but don’t force it). TikTok thrives on trends, but authenticity is key. If it doesn’t feel natural for your brand, skip it. Example: Ryanair hopped on TikTok trends with snarky, meme-worthy videos, but they always kept it on-brand.
- Focus on storytelling. Don’t just show your product—tell a story around it. Why does it matter? How does it fit into someone’s life? Example: Aerie’s #AerieREAL campaign leaned into body positivity and encouraged users to share their real, unfiltered selves. The result? Viral user-generated content and authentic brand love.
- Don’t sell; entertain. TikTok users aren’t shopping; they’re scrolling. Your content needs to grab attention first and sell second.
- Learn to laugh at yourself. Humor wins. If you can poke fun at your brand or industry, you’ll instantly feel more relatable.
- Iterate, iterate, iterate. TikTok rewards quantity over perfection. Post, analyze, tweak, and repeat.
“But our brand is different…”
Let’s address the counterarguments. Yes, some marketing leaders will say, “TikTok doesn’t fit our brand.” Maybe. But here’s the thing: Brands like Glossier, Aldi, and even The Washington Post have gone viral by taking risks. Glossier leans into community feedback, Aldi runs hilarious relatable skits, and The Washington Post’s account is literally just a journalist acting out news stories with memes.
TikTok forces you to get uncomfortable. It challenges your team to break free from traditional marketing molds. And that’s exactly why it’s such a goldmine.
Here’s what I know: I’ve worked with brands that doubled their TikTok ROI by throwing out the rulebook. I’ve seen teams swap overproduced ads for messy, authentic content—and go viral. It’s not magic. It’s about understanding what actually works.
So here’s your next step: Spend one week immersed in TikTok. No posting, no ads. Just watch. Learn what people love. Then start small. Test five raw, experimental videos. I guarantee you’ll learn more in one month than any playbook could teach you.
What’s holding you back from winning on TikTok? Drop your thoughts—I’ll share what’s worked for other brands just like yours.
About the author:
John Timmerman
CEO at Good Monster
With over 12 years of experience in marketing strategy, leadership, brand building, digital marketing, and performance marketing, I have the skills and knowledge to create and execute effective campaigns that drive traffic, conversions, and revenue.
Look, we are in a new era. Every month, several new brands flood the marketplace, increasing ad costs. Customers are becoming desensitized, which makes conversions harder. The truth is that Amazon isn’t just a marketplace anymore; it’s a battlefield. And right now, the winning brands are playing by a different set of rules. Let’s be real… Treating Amazon Ads like Facebook in 2018 won't cut it anymore, there is more to it than just pumping more money into PPC campaigns and hoping for a lower ACoS. But don't worry, I’ve worked with some of the best eCommerce minds over the last five years, and I can tell you exactly what your competitors haven’t figured out yet. Here’s what the top brands are doing differently: Owning their off-Amazon traffic – Brands like HexClad and True Classic are driving external traffic to Amazon, boosting their rankings and trigger Amazon’s algorithm to reward them with cheaper CPCs. Mastering creative assets – Static images don’t cut it anymore. Brands investing in high-converting video ads and dynamic A+ content are seeing 20-30% higher conversions. Leveraging Amazon Brand-Tailored Audiences – The brands winning in 2025 are using Amazon’s new customer segmentation tools to retarget past buyers. Capitalizing on influencer marketing within Amazon – Ever heard of the Amazon Influencer Program? Brands like Olaplex are quietly partnering with micro-influencers who create storefronts, giving them access to new buyers without breaking the bank on PPC. 10 Hidden Amazon Advertising Strategies You Need to Implement (Now) ๏ปฟ 1. Drive External Traffic for Algorithmic Boost Amazon loves it when you bring them new shoppers. Google Ads, TikTok influencers, and email campaigns sending traffic to Amazon often result in better organic rankings.
TikTok Isn’t About Ads—It’s About Attention. Here’s How to Get It. Most brands fail at TikTok. Here’s a gut punch for brand marketing leaders: You’ve got the budget, the vision, and a team ready to “crush it” on TikTok. You launch your first campaign, armed with trends and hashtags, expecting a tidal wave of engagement. Instead, you get a puddle. Meanwhile, a scrappy competitor—selling the same stuff—blows past you with a $0 budget, a messy iPhone video, and 2 million views. How does that feel? Here’s why you’re stuck: You’re marketing on TikTok like it’s Instagram. TikTok is a different beast. It doesn’t reward polish; it rewards personality. It doesn’t care about your brand guidelines; it cares about your ability to vibe with its audience. If your strategy is too safe, too corporate, or too self-serving, TikTok will eat you alive. TikTok isn’t a channel; it’s a cultural phenomenon. Most marketing leaders misunderstand TikTok’s DNA. They treat it as another box to check in the marketing mix. “Let’s post a few clips and throw some ad spend at it.” Big mistake. TikTok isn’t about being present—it’s about belonging. It’s where brands stop acting like brands. Take this scenario: L’Oréal’s CeraVe , a skincare brand, went viral not because of a big-budget campaign but because TikTok skincare influencers, like Hyram, casually hyped their products in raw, authentic videos. No glamor shots—just real reviews. CeraVe leaned into this by resharing user content and amplifying real customer stories. Result? They captured a new, younger audience and became a cult favorite.
How Ryan Reynolds, The Rock, Reese Witherspoon, and MrBeast are Building the Future of Mega-Brands Once upon a time, massive corporations dictated the rules of marketing. Now? Creators are running the game. The biggest media brands of the next decade won’t be faceless corporations or billion-dollar ad campaigns. They’ll be people. Ryan Reynolds, The Rock (Dwayne Johnson), and Reese Witherspoon have built empires on their personalities. But the real game-changer? MrBeast—a non-celebrity who has built a business empire purely from content. Let’s break down why this model is the future. Case Study #1: Ryan Reynolds – The King of Monetized Attention From Actor to Business Mogul Ryan Reynolds figured out somethin g that Coca-Cola still hasn’t: People follow people, not brands. So what did he do? He built a media ecosystem around himself and tied it into his business empire. ๐ฅ What He Owns & Runs: Aviation Gin → Sold to Diageo for $600M+ Mint Mobile → Sold to T-Mobile for $1.35B Maximum Effort (Marketing Agency) → Genius storytelling powerhouse Wrexham AFC (Co-owner) → Turned a failing soccer team into a global brand Deadpool & Hollywood → His acting career fuels his business machine ๐ก How it Works: Ryan creates viral content → ties it to his companies → turns engagement into cash. Example: His Aviation Gin ad mocked the disastrous Peloton commercial. The result? Millions of dollars in earned media for free. He’s built a machine where hi s personality markets his companies. Case Study #2: The Rock – A One-Man Global Enterprise Dwayne Johnson isn’t just a movie star. He’s a billion-dollar brand. ๐ฅ What He Owns & Runs: Seven Bucks Productions → His media company behind "Jumanji," "Hobbs & Shaw," and more Zoa Energy → His energy drink, now competing with Monster & Red Bull Teremana Tequila → The fastest-growing tequila brand, valued at $3B+ Under Armour "Project Rock" → A full fitness apparel empire ๐ก How it Works: Every movie, every workout, every Instagram post is part of a larger sales funnel. Example: When he promotes a workout, he’s not just motivating—he’s pushing Zoa Energy & Under Armour. Everything ties into his personal brand. He’s a walking Super Bowl ad that never turns off. Case Study #3: Reese Witherspoon – The Media Queen Built an empire by betting on storytelling. ๐ฅ What She Owns & Runs: Hello Sunshine (Media Company) → Sold for $900M Reese’s Book Club → Turns books into blockbusters (like "Big Little Lies") Draper James → A clothing & lifestyle brand fueled by her personality ๐ก How it Works: She controls the content pipeline from book recommendations → Hollywood deals → streaming hits. Example: She recommended "Big Little Lies" in her book club, produced the TV show, starred in it, and made millions. She’s vertically integrated content & commerce. Now, Enter MrBeast – The First Non-Celebrity to Do the Same Jimmy Donaldson (MrBeast) started with zero fame, zero Hollywood connections. Now? He’s outpacing every major celebrity brand. ๐ฅ What He Owns & Runs: MrBeast YouTube → The biggest channel on the planet Feastables → A candy company doing $100M+ in revenue Beast Burger → A restaurant brand with thousands of locations Beast Philanthropy → A charity arm that gets insane engagement ๐ก How it Works: U ses YouTube as the distribution channel Monetizes attention through merch, brands, and businesses Sells physical products at insane scale Example: One video giving away an island → Gets 100M+ views → Sells millions in Feastables & Beast Burger. His model is 100% creator-first, not reliant on Hollywood, TV, or traditional media. Why This is the Future Every major company will either become a media company or partner with creators who already own attention. Here’s why creator-led brands are winning: โ
They Own Distribution: No middleman. Direct audience access. โ
They Monetize Faster: No need for paid ads when content sells the product. โ
They Are Story-Driven: People trust faces, not faceless corporations. โ
They Scale with Content: Every post is a potential billion-dollar business funnel. What’s Next? This is just the beginning. The next generation of billion-dollar companies will be built by creators, not corporations. Companies like Nike, Apple, and Coca-Cola? They've been partnering with creators and celebs for ever (Think Michael Jordna and the Jordan brand). ๐ The Playbook for the Future: Start by owning an audience. Monetize with products that fit that audience. Scale with content, storytelling, and distribution. The era of corporate-first brands is ending. The age of creator-first brands is here. Welcome to the future.