All Posts by Lucas Chevillard


About the Author

Growth Marketing Manager at Airbnb. Chief Editor at Learn email marketing with my free email marketing course

Ninja and RedBull partnership on Twitch

Twitch marketing is real

By Lucas Chevillard

Let’s talk about Twitch marketing.

In 2013, I discovered that Youtube could be a substantial driver for business growth.
It was our main acquisition channel through partnerships with influencers on the platform.

I can see this repeating today with Twitch.
The platform is getting more and more attention beyond its original gaming audience.

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Email Marketing Strategy by Lucas Chevillard, Email Marketing Specialist at Airbnb

The most effective Email Marketing Strategy to implement

By Lucas Chevillard

When I read other email marketing strategy blog posts, I mostly see tactics on what your email should include (clear CTA, personalization, segmentation…).
But nothing on the process you need to follow in order to create your strategy.

So I boiled it down to the easiest lifecycle you need to have in your email marketing strategy to get started and see results quickly.

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Slack vs Discord on

Slack vs Discord

By Lucas Chevillard

I use Slack and Discord in 2 different environments: business and gaming.
Both are great but what sets them apart?

Side-by-side features comparisons are already available, so I won’t go too much into this type of review.
I’m more interested in the competition between the platforms: Slack and Discord.

The gaming universe vs the business world.
Do they overlap? Can they live next to each other or will one take it all?

That’s what I’m discussing in today’s post.Continue reading

Email Quality Score Explained

Email Quality Score

By Lucas Chevillard

I received a couple of questions on the email quality score after mentioning it during the interview for Really Good Emails. Let’s explain it properly.

Basically, it shows you how many people are annoyed versus how many people are delighted by the emails you are sending them.
So if you or your brand care about the right frequency and the best content for your emails. This is the metric for you.

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How to create custom Slack Emojis?

By Lucas Chevillard

Before leaving for some extended time off, I wanted to share how to create custom Slack emojis with my colleagues and also open source this super scientific creative process.

Why Slack Emojis?

I’m a big fan of Slack, it empowers our global team to communicate asynchronously and share one team culture. It is part of our daily job so why not make it more fun.

Over the past 4 years, I have created many animated custom Slack emojis for my colleagues.
We use Slack emojis for all kinds of reactions: celebrate achievements, friendships, anniversaries and more.


Duration: ~4 min per emoji
Skill needed: creativity
Required tools: Adobe Photoshop or similar tool to create an image file (.gif or .png)

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