In this episode of Beyond the Inbox, we welcome Jimmy Hayes, co-founder of Minaal, a brand celebrated for its high-quality travel bags. Jimmy takes us through Minaal's journey, from its humble beginnings as a crowdfunding campaign to its evolution into a successful brand. Amidst stories of pandemic-triggered challenges and strategic product launches, Jimmy underscores the crucial role of their community - the very backbone of Minaal that ensured its survival during tough times. Alongside, he walks us through Minaal's marketing strategies, highlighting how the brand harnesses the power of email marketing for community communication and sales. He also delves into the concept of customer lifetime value and their approach to upselling. Join us to discover how Minaal continues to create excellent experiences, products, and memories for its customers, all while focusing on the process rather than the end state. For show notes, transcriptions, and past guests on Beyond the Inbox, please visit https://www.drip.com/podcast. And if you enjoyed this episode, please subscribe, rate, and review the show on Apple Podcasts.