Build Smarter, Not Louder: Jason Donapel on Email, Personalization and Scaling Like a Boss
At Rebel Marketing, we’re obsessed with turning chaos into conversion. That’s why this episode of Market Like It’s Hot brought the fire with Jason Donapel, Co-Founder and COO of The Email Experience. This retention marketing wizard has generated over $200 million for e-commerce brands using email and SMS. Not by chasing trends, but by obsessing over what actually works.
If you’re a business owner looking to stop spinning your wheels and start making smarter moves with your marketing, this one’s for you. Here are the biggest takeaways from our chat. No fluff, just the stuff that gets results.
From Warehouse Floors to $200M in Revenue
Jason’s journey didn’t start in a corner office. It started in a warehouse packing boxes. That inside-out view of e-commerce gave him a rare edge. He learned how fulfillment, marketing, and customer behavior actually work together.
After moving up to marketing director for a multimillion-dollar business, he fell head-over-heels for email. Why? Because unlike Facebook ads chasing you across the internet, email is invited. It’s intentional. It’s intimate. And when done right, it converts like crazy.
Lesson #1: Build Value, Not Just Revenue
Here’s the mic drop. Nobody wants to buy your business because you’re good at Facebook ads.
Jason makes it clear. The real value of your business lives in your owned audience. Your email list, your SMS subscribers, the people who actually want to hear from you. These are the channels that drive lasting relationships and make your brand sale-ready.
If you’re dumping money into ads but ignoring your email strategy, you’re basically renting your audience while someone else owns the house.
Lesson #2: Personalization Isn’t Creepy (If You Do It Right)
One of the most powerful segments of our conversation was about personalization. Not the scary kind where a brand texts you while you’re standing in a mall, but the kind that actually serves the user.
Jason’s rule: Collect data only if it’s actionable. Every question you ask, like “Is this your first pair of boots?” should lead to a tailored experience. If someone’s new to your product, help them feel confident. If they’re a pro, skip the intro and get straight to the good stuff.
The result? Higher open rates, better conversions, and a brand experience that feels helpful, not invasive.
Lesson #3: Zero-Party Data Beats Guesswork
“Zero-party data” (aka data customers willingly give you) is your goldmine. Whether you’re B2C or B2B, Jason encourages brands to collect small but mighty details. Then use that intel to craft messages that actually matter.
Example: For a high-end cowboy boot brand, Jason asked customers, “Is this your first boot?” That one question shaped the entire welcome series. The difference between a first-timer and a repeat buyer isn’t just in the messaging. It’s in the customer experience.
Want to win? Stop guessing. Ask better questions.
Lesson #4: Send More, Track Smarter
This one's for the data lovers. Retention marketing wins with volume and value.
Jason’s formula is simple:
Track how many messages you send
Track the revenue per message (RPM)
If RPM goes up when you segment better, you’re doing it right. If message volume dips and sales tank, you’ve got a problem.
This cuts through vanity metrics and helps you focus on what really moves the needle.
Lesson #5: B2B Needs Personalization Too
Think personalization is only for DTC? Think again.
Jason believes B2B brands have even more to gain. Why? Because those buyers are already invested in the relationship. They want value. They’re easier to survey. They’re more likely to share preferences.
Bonus: One solid B2B email can land a $100K deal. Try doing that with one Instagram Reel.
Lesson #6: Sometimes, Simpler Wins
Despite his obsession with strategy, Jason shared a humbling truth. Sometimes the simplest emails win.
He once lost an A/B test to a picture of a dog in a shopping cart with the subject line “You forgot something.” It beat his highly segmented, data-informed version. The lesson? Always test. Don’t get precious. Let the audience decide.
Lesson #7: Email Is Your Research Lab
Jason called it out. Email and SMS are the best ways to learn what your audience actually wants.
Want to test new product messaging? Try it in a subject line.
Want to validate a new offer before rolling it out to paid ads? Run it through email first.
Email is fast, measurable, and cheap. What you learn there can shape your entire brand strategy.
How to Start Today
Here’s your Rebel Marketing checklist inspired by Jason’s advice:
Audit your pop-ups. Are you collecting actionable data?
Rewrite your welcome email. Is it tailored, or one-size-fits-all?
Add one new segment. Even something simple like “first-time visitor” can change everything.
Track messages sent and revenue per message.
Test something unexpected. A plain-text message might beat your prettiest email.
Let your email wins guide your bigger strategy.
Final Words from Jason
How does he market like it’s hot?
“With urgency I can’t seem to push down. If I don’t get this stuff out of me, I’ll explode.”
Same, Jason. Same.
Connect with Jason
Want more insights?
🔗 JasonDonapel.com — His blog and email tips
💼 LinkedIn — Where he drops knowledge bombs
🧠 The Email Experience — His agency, if you’re ready to level up
