You own
the inbox.
We make it pay.
A complete EMAIL revenue-generating system.
A done-for-you system that makes the list you already own worth more, and finds new buyers before they find your competition. We build it beside your current setup. Nothing you run today gets touched.
What clients are saying
I've had the chance to work with Norm and Kevin on several occasions — different events, different projects — and every single time it's been a great experience. They're obsessed with what's actually actionable: no theory, no fluff, nothing that just sounds good on a slide. If they talk about it, they've tested it themselves first, and they'll roll up their sleeves and get into the details with you. And they're always one step ahead — constantly on top of the trends and testing the cutting-edge technology long before the rest of the industry catches up. That combination of vision and hands-on execution is rare.
Oana Padurariu
Co-Founder & CEO, Stardust · Official Amazon Ads Educator
Working with DragonFish is one of the more eye-opening experiences in the eCom game. Kevin and Norm are always on the bleeding edge of both marketing and technology, which is one of the reasons I've been working with them over the past few years. I've used many of their protocols when scaling brands for my clients and I'm excited for all the new tech they've got coming out!
Drew Littlejohn
Mythos Marketing LLC
Working with Dragonfish feels like working with people who already live in the next version of this industry. The thinking is original, the knowledge is earned, and they run the work with a level of care most teams talk about and never deliver. If you want a partner with real vision, and the discipline to keep shipping new work, you're in the right place.
John Aspinall
Velocity Sellers
The webinar
Learn more about email marketing and DragonFish
This 103-minute video shows you how owning your email beats renting your reach on social and marketplaces, and takes you under the hood to show the playbook behind it. Worth a watch if you're serious about potentially improving your sales with email marketing.
From Kevin and Norm, the hosts of Marketing Misfits. Guests have included Neil Patel, Forbes Riley, and Ezra Firestone.
The mechanism
Two engines. One inbox.
Most brands run on one antiquated and damaged email system, and hope. DragonFish runs up to two, side by side, each aimed at a different kind of buyer.
The list you already own
- Most brands send the same promos, newsletters, and discount codes over and over, just like everybody else.
- We split your list into groups: new buyers, non-buyers, repeat buyers, and VIPs.
- We build avatars for each group and target their specific pain points and needs, in your own brand's voice.
Buyers who don't know you yet
- Right now, someone's searching for the exact problem your product solves.
- We catch that moment and verify who they are, before they ever see an ad.
- Reply once, and they move onto your warm list for good.
IP resolution
You have visitors you don't know about yet.
IP Resolution anonymously identifies 40-70% of your USA site traffic, no email required from them.
Trusted by 6 live client brands to find visitors they'd otherwise miss.
See what your traffic is worthA homeowner in Austin, TX, household income $85K+, was on this page last week and never filled out a form.
Composite example, not a specific real visitor.
Example and aggregate figures shown. IP Resolution identifies your website's visitors, not the people currently viewing this page.
Research, before copy
20 brains before one word is written
Before DragonFish writes a single line, it builds a stack of research on your brand: your website, your reviews, your competitors, and the exact questions buyers type into Google and ChatGPT. Not a single word is written before all these brains are built, to help drive results unlike anything else on the market.
The full research stack
20/20
Every brand gets the complete set, every time.
Brand Brain
The keystone document: story, voice, products, rules.
Buyer Profile / Avatar
Every pain point ranked, every objection answered.
Brand Identity
The core visual identity: logo use, color, and type in one reference.
STORM
The strategic framework behind every campaign decision.
Review Sentiment Guide
What real customers love, fear, and say word-for-word.
Review Sentiment Condensed
The Review Sentiment Guide's key findings, distilled to one page.
Voice of Customer Glossary
A dictionary of your buyers' exact words and phrases.
Copy Blocks
Modular, on-brand copy ready to drop into any campaign.
Competitor Brain
Every rival that matters, profiled like a customer would.
Competitive Dominance Factors
Rivals' angriest reviews, turned into your selling points.
Intent Keyword Report
The searches that signal someone is ready to buy.
AEO & SEO Brain
The real questions people ask Google and AI assistants.
Visual Guidelines + Image Style JSON
The exact colors, style, and image specs that keep every asset on-brand.
Landing Pages + Landing Page Guide
The playbook and templates behind every AEO-optimized landing page.
Landing Page Images
The image set built specifically for those landing pages.
Quiz
An interactive product quiz that guides buyers to the right fit.
Campaign Idea Planner
A running list of vetted campaign ideas, ready to execute.
Cold Email Sequence
The exact sequence and timing behind every cold outreach campaign.
Warm Email Sequence
The exact sequence and timing behind every warm-list campaign.
Warm Email HTML
The actual coded templates warm campaigns get sent in.
Why not just use AI?
Yes, you have AI. So does everyone else’s inbox.
Same model, same prompt. Completely different email, once you know how to direct it.
One product, two emails
Same product, same prompt, two systems. This is a real side-by-side from the talk: a magnesium sleep product marketed to a warm list. One is generic AI. One is written to a single moment inside one avatar’s head.
Subject line
Unlock Better Sleep Tonight 🌙
Are you tired of tossing and turning? It’s time to elevate your nighttime routine with Deep Calm Magnesium Bomb: the game-changing solution for restless sleep. Our fast-absorbing magnesium chloride formula works naturally with your body to help you relax, unwind, and wake up refreshed.
Verdict: “Unlock,” “elevate,” “game-changing,” an em dash, a spam emoji, a shop-now button. Facts dressed in the same clothes as every other email on the internet. Most people delete or skip.
Subject line
The 3 a.m. ceiling stare
A customer named Dana left us a review last month. One line stuck with me:
“I didn’t realize how long I’d been lying there doing math on how many hours of sleep I had left.”
The 3 a.m. ceiling stare. If you know, you know.
Half of us don’t get enough magnesium, and swallowing a capsule is a slow route. Rubbed into your calves, it skips the gut entirely. Most people feel their legs go quiet in about 20 minutes.
Dana’s review ends: “Third night, I stopped checking the clock.”
If your nights sound like hers, it’s $34 and it’s on your nightstand by Friday.
From Sarah, founder. P.S. It’s a two-month jar. Dana’s on her third.
Why it wins: Opens inside the customer’s real moment. Uses a verbatim review. One specific mechanism. One CTA in the reader’s voice (“quiet legs”). Written to 5% of the list, the 5% that produces half the revenue.
Drag the dial above ↔ same product, same profile. The difference is direction, not the model.
The 5-gate reality of every email
One weak gate breaks the whole flow. Most sellers only measure gate two.
23%
of all online orders driven by email, not ads, not influencers
4.5B
people still use email daily
2%
of social followers ever see an organic post
20-40%
of gross revenue email should generate for you
Fit check
Who we're for. And who we're not.
DragonFish works for a specific kind of brand. Fourteen quick checks tell you which side you're on, before you spend an hour on a call.
Ready to apply to work with Dragonfish?
A few questions about your list and your numbers. No guarantees, just a straight answer.
Take the next step“The thinking is original, the knowledge is earned.”·John Aspinall, Velocity Sellers