Jimmy Kim

Founder @ Sendlane, Co-Host of ASOM Pod

📖 Read our content on eComEmailMarketer.com
📺 Watch our podcast on YT: Send It! Podcast
🎪 I host 1,000+ people IRL every year at Commerce Roundtable
📚 I have a 25+ hour course and community
👻 We have a database of 1,500,000+ top emails from the top Shopify stores 
🚀 I help B2B businesses get more targeted traffic, awareness and leads 
📍 Find me on X @yojimmykim
🤝 Book time with me on MentorPass

I post on social with learnings and insights based on my 17+ years as a seasoned digital marketer, specializing in lifecycle marketing, Email and SMS Marketing, Content, and Retention Marketing in eCommerce, DTC, and retail.

CEO & Founder

Started as an internal tool in 2013…became a business in Aug 2017.

Unified email & sms (soon Reviews!) for eCommerce

Remote Company. Backed by Five Elms Capital (Series A & B) and Zing Capital (seed) 

Netflix spent $17 billion buying content last year.
YouTube spent $0.

YouTube's revenue: $31.5 billion
Netflix's revenue: $33.7 billion

Almost identical. 
Completely opposite strategies.

Here's what Netflix figured out too late:

People don't want more content. 

They want more REASONS to talk about content.

YouTube doesn't make anything. 

But their algorithm makes sure you're always watching something your friends are watching too.

Netflix makes everything. But you're watching alone.

The difference:

YouTube's top 10 videos get shared 4 million times each.
Netflix's top 10 shows get shared 400,000 times each.

10x difference.

Because YouTube's content is participatory. Netflix's content is passive.

You don't just watch MrBeast. You talk about whether you could survive his challenges.

You don't just watch Squid Game. 

You... watch Squid Game.

Netflix finally learned this with Wednesday:

They didn't spend more on marketing. They created a dance that could be replicated.

That dance got posted 3 million times on TikTok.

Earned media value: $187 million.

Cost to create the dance: $0.

The lesson:

Content isn't valuable because it's expensive. It's valuable because it's shareable.

For your brand:

- Stop creating perfect videos nobody shares
- Start creating templates people can remake
- Give people a reason to tag their friends|
- Make your thing participatory, not just consumable

A skincare brand tested this:

Old content: "Here's our founder's story" (47 shares)
New content: "Tag someone who needs to hear this" with a relatable struggle (12,400 shares)

Same budget. 
260x more reach.

Your content doesn't need to be better.

It needs to be easier to participate in.

Marketer of 18+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Podcast. Commerce Roundtable

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Engagements

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