The Experimental Mindset: How Kasey Luck Drives 2x-5x Conversions

In this episode, we sit down with Kasey Luck, an email marketer for over 10 years and the founder of Luck and Co. Her agency makes a simple promise to ecommerce brands - to double their email revenue in the first month. And that’s what we dive into - the experimental mindset, data-drivenness, and the pivotal role of owned marketing that allows such growth.


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Kasey Luck shares her insights on what it takes to multiply conversion rates in marketing. When she started in events, ticket sales clearly measured the success of a campaign. Now in ecommerce, it’s revenue from product sales. Having experimented strategies, here's what helps tip those numbers:

  1. Balance owned media and borrowed media: social media might be great to get reach. But your website and email marketing are the main channels you should rely on

  2. With privacy concerns and regulations tightening, focus on collecting first party and zero party data for customer insights

  3. Have an experimental mindset and run tests, even if they result in failures. It’s the best way to extract insights and continuously improve your marketing efforts.

  4. Invest in trust-building. Especially when you’re trying to convert a non-customer, focus on trust rather than urgency. Use UGC, reviews and press mentions for this.

  5. Try out new marketing technology and innovate. Like, in email marketing, interactive emails are driving incredible results and engagement.

Tips & Advice

  • Test big variables in your campaigns. For examples, rather than doing a 10% vs 20% off split test, try out a completely different content angle.

  • People love helpful ads. So make sure your marketing is aimed to be relevant and useful.


Kasey criticizes Apple's decision to hide email open rates policy as it makes marketing efforts less relevant and even annoying to users. Since marketers can’t gauge how their people are engaging with their email, it’s actually counterproductive in that marketers can’t send content that will genuinely interest and help their target audience.

Key Moments:

05.00 - Organizational skills for events 33.15 - Best practices for optimizing popups 45.00 - Leveraging big holidays for sales 53:06 - Brand examples with great emails

Actionable learnings

1. Best practices to optimizing website pop-ups

Some users will find pop-ups annoying, but they are still effective in converting hesitant customers.

  1. Implement a delay of at least five seconds before the pop-up appears.

  2. Request only one piece of information at a time to avoid overwhelming visitors, like their email address. No first name, or other unnecessary information.

  3. Test different copy angles and calls to action to determine the most effective messaging.

2. Leveraging big holidays for sales

Not every holiday means you need to run a sale. But for the times you do, here’s what you can do:

  1. Send teasers before the sale to the email audience, generating excitement and anticipation.

  2. Offer exclusive deals or early access to the SMS list to incentivize subscription and engagement.

  3. Focus on building trust with customers, especially for first-time buyers, through user-generated content and reviews.

3. Growing your SMS list

You can utilize sales and product launches to grow your SMS list.

  1. Offer early access to SMS lists, VIPs, loyalty, and rewards program members.

  2. Implement follow-ups to different segments, targeting those who recently showed interest.

  3. Provide incentives like exclusive deals or discounts to your email subscribers to encourage joining the SMS list.

Resources mentioned in the episode:

AMPed platform to create pop-ups

Kasey’s favorite book: Four Thousand Weeks: Time Management for Mortals

Brands that are doing a great job with their emails:

Meet the Speaker


Kasey Luck

Founder & CEO, Luck & Co

Kasey Luck has been working in email marketing for over a decade and is the founder of the agency Luck and Co. Her agency makes a simple promise to ecommerce brands - to 2x their email revenue in the first month, and they do it regularly. Kasey started out in events marketing before pivoting to ecommerce but through it all, some things have remained constant - like her love for organization, the thrill of seeing numbers go up, and the urge to continuously innovate.

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