The CDs are gone. But the brilliance behind them still works. Here are the timeless lessons you can steal today... - Curiosity beats explanation - Free trials > hard selling - Lifetime value justifies bigger bets - Go where your customers are—not where your competitors are - Make it easy to say “yes” - Be physical when everyone else is digital - Obsess over removing every barrier to trying This wasn’t about internet access. It was about how people make decisions. Email marketing lets you use nearly every one of these tactics—on your terms, with your own list. Which of AOL’s lessons do you want to test in your business this week?

AOL’s CD empire was unbeatable… until broadband arrived. Suddenly: - No CDs were needed - No installation software - No busy signals - Just plug in and go fast In one technological shift, AOL’s biggest strength—its onboarding system—became its biggest weakness. They tried to pivot. But it was too late. The brand became associated with beginners. The CDs became clutter. The culture couldn’t adapt quickly enough. After 13 years, the most successful marketing campaign in history was done. What works right now might not work forever. The channel, the offer, the brand image—it all needs to evolve over time. What’s something you’re still doing because it’s “always worked”—but deep down, you know it’s time for an upgrade?

AOL didn’t just rely on mail. They embedded themselves into everyday life: - Cereal boxes - Airline meals - Omaha Steaks (they tested CDs that could survive freezing!) - Blockbuster Video rentals - Magazine inserts in everything from cooking to car magazines This was omnichannel marketing before that term even existed. They didn’t just think outside the box. They got inside every box they could find. And each time, they tested what worked best—colors, placement, language, bonuses. They turned America into one giant experiment in customer acquisition. Where else could you show up that your competitors would never think to try? Name one unconventional idea or partnership you’ve considered (even if it sounds crazy). Let’s brainstorm!

When Microsoft realized AOL was winning the internet, they decided to crush them. Their weapon? Windows.They bundled MSN into every PC they shipped. That gave them instant access to millions of homes without mailing a single CD. It should’ve destroyed AOL. Instead… AOL got creative. They... - Paid Dell, Compaq, HP, and Gateway to include AOL instead - Flooded stores with AOL displays - Built friendlier branding and easier setup - Focused on chat rooms, community, and emotional experience They didn’t try to out-tech Microsoft.They out-loved them. And they won—because AOL was built for people, not just power users. You don’t need the biggest platform. You don’t need the lowest price. If you make things easier, friendlier, and more human—you win. What’s one thing you do that feels easier or more welcoming than your competitors?

AOL built their entire growth engine on a single, beautiful equation... Spend $35 to get one customerThat customer sticks around for 25 monthsThat customer brings in $350Profit: 10X return While their competitors were terrified of losing money, AOL invested boldly—and it paid off in a massive way. 📈 The results... - 1992: 200,000 subscribers - 1996: 6 million - 2000: 25 million Their market value went from $70 million to $200 billion in just 8 years. And this wasn’t a fluke. At peak, they were acquiring one new subscriber every 6 seconds. This wasn’t a lucky viral hit. It was a system. A machine. If you knew your average customer would bring in $300, would you still be afraid to spend $35 to get them? What would change in your business if you were confident each customer was worth $300 or more?