This is the forty-seventh session of Glasp Talk!
Glasp Talk delves deep into intimate interviews with luminaries from various fields, unraveling their genuine emotions, experiences, and the stories behind them.
Today’s guest is Des Brown, a dynamic force in digital marketing who currently serves as Commercial Lead at Prebo Digital, one of Africa’s top performance agencies. He’s also the founder of Email Expert Africa, a thriving community empowering solopreneurs, creators, and businesses to master the art of email marketing. Drawing on more than a decade of hands-on experience in digital strategy, marketing operations, and client success, Des brings a treasure trove of insights into building impactful email campaigns that truly resonate.
In this interview, Des shares firsthand how he helps brands achieve high delivery and deliverability rates, craft personalized emails that keep audiences engaged, and strategically time mailings for maximum click-through. He explains re-engagement best practices to rekindle inactive subscribers, outlines how to harness AI for segmentation, and underscores why a solid technical setup—SPF, DKIM, and DMARC—is essential for hitting the inbox. Des also candidly talks about balancing brand growth on platforms like LinkedIn with the long-term power of email, and how consistent, audience-first communication fosters trust and loyalty.
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Transcripts
Hi everyone, welcome back to another episode of Glasp Talk. Today, we are excited to have Des Brown with us. Des is a dynamic force in the digital marketing world currently serving as a commercial lead at Prebo Digital, one of Africa's premier digital performance agencies he specializes in strategic growth partner engagement and client success across both local and international markets he's also the founder of Email Expert Africa so a vibrant community and resource hub empowering creators … Read more
Highlights
Email Marketing Best Practices & Common Mistakes
Des emphasizes putting the audience first when creating emails, maintaining proper deliverability setups (SPF, DKIM, DMARC), and focusing on engaging, personalized content rather than blasting generic messages.Strategies to Improve Engagement & Monetization
Newsletters can maintain high open and click rates by segmenting subscribers, using re-engagement campaigns for inactive users, and carefully placing links or calls to action. Des also discusses how sponsorships should align with the audience’s interests to be effective.Role of AI & Broader Brand Presence
AI is increasingly used for personalization (e.g., dynamic content based on reader behavior) rather than auto-generating text. Building trust on external platforms (LinkedIn, websites) complements email marketing efforts and reinforces subscriber engagement.
Key Questions & Insights
Q: What motivated Des Brown to get into digital marketing and email strategy?
Des Brown entered digital marketing somewhat accidentally in 2012 while working for a digital classifieds organization. As he explored marketing operations, he developed a passion for the field, particularly email marketing, which eventually led him to found Email Expert Africa—a community aimed at empowering email marketers across Africa.
Q: What are the common mistakes businesses make in email marketing today?
One major mistake is the tendency to focus on self-promotion rather than putting the audience first. Many email senders neglect basic practices, leading them to send generic content that does not resonate. Brown advises adopting the "rule of one," which emphasizes crafting personalized messages that address a specific audience member's needs.
Q: How does Des approach sending emails to maximize engagement?
Des conducts extensive analysis of email performance, particularly click rates. He actively monitors where and how often recipients click links within his messages, using this data to refine his email content and layout. This strategy helps him provide relevant information and optimizes audience engagement.
Q: What are his thoughts on the impact of AI in email marketing?
Des sees AI as an evolving partner in email marketing, aiding in better audience segmentation and enhancing content relevance. He highlights that while generative AI tools can assist in crafting email content, understanding audience behavior remains a uniquely human element that technology cannot replicate.
Q: How can newcomers to email marketing get started effectively?
Des advises newcomers to follow established email marketers for inspiration and to learn from their experiences. Additionally, he emphasizes the importance of starting to email right away, suggesting that the best way to improve is through practice and engagement with the audience.
Website: Email Expert Africa
Email Expert Africa provides insights, training, and events centered on email marketing and digital engagement throughout the African continent. From industry best practices to the latest tools and trends, the platform aims to help businesses and professionals enhance their email marketing strategies and drive meaningful audience connections.
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