When you’re a fresh-faced biz baby, all of this bright new biz stuff is exciting to explore + there’s a lot of DIY involved.

This is totally the case when you’re welcomed into the wonderful world of email marketing :: you register for a free account, create all the forms and split test all the titles. There’s a lot of spaghetti stains on that wall as you joyfully try to figure out what works!

What’s less joyous?… are the bad habits you unknowingly acquire along the way!

As someone who is frequently logged into clients’ accounts, there’s a (bad!) trend that I see the majority of bosses making. What’s worse is that they don’t even realize how much impact this mistake is having on their ability to influence + convert their audience :: I’m talking about EMAIL CAMPAIGN NAMING CONVENTIONS!

Raise your hand if your email campaign name is the same as your subject line. (You can’t see everyone else reading this but I promise you, there are A! LOT! of hands up in the air with you!)

It’s one of those rookie mistakes we carry with us. Meanwhile, you could be growing a mega-ton faster if you actually applied a STRATEGIC NAMING CONVENTION designed to make your clairvoyant about what your audience clicks on, what they ignore + how you can improve your way you’re marketing without requiring any more effort on your part. Allow me to show you how!


The first thing you need to do to run smarter email marketing campaigns? Step away. from the software.

You need a minute to think clearly about WHY you’re doing things. This won’t work so well if you have a screen beckoning you to perform a next step. Log out of your email marketing service, get something to write on + let’s fire up old sparky (AKA :: your beautiful brain!)

Don’t worry about how all these things come together. For now, I simply want you to take a piece of paper + a little time out to think about/jot down ::


We’re talking about elements you embed into your emails like videos, GIFs, emojis, links, etc.

Why bother? Because by identifying what elements were included in your email, you can set yourself up to IDENTIFY TRENDS such as click-through rates (CTRs) that are 10% lower when you embed GIFs or that the days where emails with videos are sent out, sales go up 10%.

How would you do this? My recommendation is to create an easy 3-digit code for the different types of content and embed these for your readers to click-through. Something simple like VID for video, GIF for… well GIF, TXT for text links, etc.


We’re talking about desirable outcomes such as delivering value, promoting affiliates, pitching Product A, etc.

Why bother? Being able to UNDERSTAND HOW YOUR READERS BEHAVE AND INTERACT TO YOUR CALLS-TO-ACTION is important. For instance, if your CTR to sales pages is low but those to your blog posts are high, you can see the need to revise your content strategy. Moreover, you have information about what works versus what doesn’t so you’re already in a position to improve instead of more trial-and-error.

How would you do this? Not to be Captain Obvious about this, but you need to ESTABLISH GOALS for yourself. Not just, like, in your head, but ask yourself what your business goals are and put those in writing.

Next level? You may even want to get specific about the types of promotions you have. For instance, there may be a benefit to identifying emails that are soft pitches, time-sensitive, had bonus products, etc. While getting this specific can be more complicated than beneficial, it’s still worth mentioning in case this is a big factor to the way you market yourself. After all, a nurture sequence of scheduled emails means the combination of emails is an important factor leading up to the sale, but you’ll need to identify those sequences in an easy-to-group manner. (i.e. Product A Evergreen – Bonus 1.1)

And finally, you want to think about…


We’re talking about variables like day or time of the week emails are sent, subject lines, category/topics, etc.

Why bother? Instead of asking total strangers what the best time to post is, maybe you could just, you know, see for yourself. TEST YOUR AUDIENCE your own damned self. See what your people respond to. Look at the open and click-through rates based on the day of the week +/or time of day. Start tracking what time of month or year your audience is most receptive to sales pitches.

How would you do this? My preferred naming convention for all things date-based is the YYYYMMDD formula. The reason is that I can more easily sort my data in an ascending manner. I also like to add the first letter of the day following the numbers. Example :: 20190101 M

As far as categories/topics go, it would save you a lot of time + energy if you saw that the click-through or conversion rates for self-care content was 5x higher than your nutritional content. Likewise, if you see a spike in joint ventures or when you’re promoting someone else’s niche, you can be more efficient in your collaborative efforts + reap the benefits of knowing that this audience is picking up what you’re throwing down

How would you do this? Chances are that you have categories established on your website under which you categorize your posts. Go ahead + create a formal structure around these categories, as well as any others that you may touch on. Examples :: Mindset, Money, Tutorial, etc.


One of the biggest advantages to having a naming convention in place (aside from making you organized AF) is that once you’ve identified what matters to you, you can QUICKLY + EASILY IDENTIFY WHAT IMPACTS YOUR GROWTH + BOTTOM LINE.

Let’s say I’ve decided to measure + track the following ::

WHAT I’M PUTTING INTO MY EMAILS :: Types of links that get clicked + convert

Do I increase my blog traffic most when I embed a video link that redirects them back to my post? Or is it when I have a text link or maybe when I embed a GIF? Aight so I want to track the performance of :: VID/TXT/GIF links

DESIRED OUTCOMES/END RESULTS :: Readers behaviour towards calls-to-action

I want to see the outcome for areas like Sell Product A, Provide value, Promote affiliate/JV, etc.

OTHER ELEMENTS :: 1) impact of dates/days of the week; 2) categories/topics my readers engage with most; and 3) subject lines. Because I want to optimize when + what I’m sending!

Based on the above example, I would have NARROWED DOWN WHAT I WANT TO ACCOUNT FOR/TRACK. The next thing would be to RANK THEM IN ORDER OF IMPORTANCE to me. As such, I would list all the elements I chose to track + then associate a rank to each of them, as such ::

VID/TXT/GIF tracking – #3

End result – #2

Date/day – #4

Category/Topic – #1

Subject line – #5

Which means my new naming convention looks like this ::

Category – Goal – GIF/VID/TXT – 20180101 F – “subject line”


Mindset – Sell Product A – VID – 20191231 M – “open me please”

Let’s say I’m split-testing content. My naming conventions would look something like this ::

Mindset – Sell Product A – VID – 20190101 M – “subject line”

Tutorial – Sell Product A – VID – 20190101 M – “subject line”

Mindset – Sell Product A – GIF – 20190101 M – “subject line”

Mindset – Sell Product A – VID – 20190101 M – “subject line”

Tutorial – Sell Product A – GIF – 20190101 M – “subject line”

Tutorial – Sell Product A – GIF – 20190101 M – “subject line”

You may then have your next 2 sets of emails testing subject lines ::

Tutorial – Sell Product A – TXT – 20190101 M – “subject line with emojis”

Tutorial – Sell Product A – TXT – 20190101 M – “subject line without emojis”

Mindset – Sell Product A – TXT – 20190101 M – “subject line with emojis”

Mindset – Sell Product A – TXT – 20190101 M – “subject line without emojis”


If it seems like overkill, hear me out on this for a second longer. After all, what you’re doing is you’re thinking through (AKA :: creating a strategy) for your content. You’re establishing a standard (AKA :: a system) by which it will be delivered. Finally, you’re not wasting time or energy doing the same thing over + over again (AKA :: insanity) because you have a repeatable + proven method that is designed to perform for you (AKA :: consistency).

And if that doesn’t get you, here is an example of what the consistent use of this simple naming convention could communicate for you ::


Immediately, you can IDENTIFY THE TRENDS AT WORK here. Your emails with embedded video links have a better click-through rate while your tutorial-based emails perform better than your mindset emails. Valuable information to know!

How about we look at what happens to these readers when they do click-through to your website? Notice that even though the tutorial-based emails received more clicks, it’s your mindset emails that resulted in the most sales. Put that knowledge in your sales pipe + smoke your next launch!



Other areas you can adopt a similar naming convention to capitalize on are your efforts with ::

•        Evergreen sales funnels, Email sequences/automations, Tripwires;

•        Product or service launch campaigns; and

•        Collaborations, Joint Ventures (JVs), Summits, Affiliate promotions.

The point is that this one-time effort of thinking through your naming convention delivers a system set-up designed to work (hard!) for you. Using a subject line to identify your email campaign doesn’t actually educate you as to where you are having the most impact. By implementing a consistent method of IDENTIFYING WHAT MATTERS TO YOUR MARKETING EFFORTS, you are better positioned to identify trends you can capitalize on + scale with.