How much thought do you give to your email marketing strategy? Is it well planned, in advance? Do you have automated flows that trigger at the right time with the right message? Does your email contribute significantly to your revenue? If you answered “no” to any of these questions, then it might high time to start seriously considering how you can amplify your email strategy.

2023 should be all about building community, keeping them engaged and nurturing them towards purchase and even repeat purchase. Email is the perfect way to do this…if you have it set up correctly.

Client Case Study: 90 Day Email Revenue $214,953. Making $82,027 from automated flows and $132,926 from email campaigns.

There are three key fundamentals of email marketing that you should understand and have in place as a starting point.

1. List Growth Strategy

The cost of driving cold traffic and even warm traffic, is not getting any cheaper. The competitive landscape among other factors, drives up CPMs (cost per thousand impressions) and CPCs (cost per click) across many platforms and then you need to have a solid performing website that converts above average to offset these costs and produce a healthy CPA (cost per acquisition).

This is where email list growth strategies start to become an alternative or complementary route to revenue generation. There are a bunch of ways that you can do this without additional costs. Embedding lead capture forms with appropriate incentive across your owned platforms such as website and your social media. Additionally, you can leverage paid platforms to drive sign up such as Facebook Ads and TikTok ads, for a much lower price point than a sale would cost.

You should test various strategies to gauge what works best for your audience and drives the best quality.

2. Email Automations

Email automation, which may be called a flow, drip or even a sequence depending on the email platform you use, when set up correctly literally drives revenue for you while you are busy doing other things. There are six awesome revenue generating flows that are a must for any eCommerce brand as a starting point. Not only are they revenue generating, more importantly they ensure no revenue is left on the table and that you maximise the conversion of any visitor on your website. Here is a summary of the top six email automations you need to have set up properly.

a) Welcome Series – This is a crucial moment in the customer lifecycle. It’s your opportunity to introduce new and interested prospects to your brand and products and encourage a purchase for first time buyers.

b) Abandoned Cart Series – The Abandoned Cart series is a sequence of messages sent to someone who added an item to their shopping cart, but failed to complete the purchase. 

c) Browse Abandonment Series – Browse Abandonment emails are a “lighter touchpoint” than your Abandoned Cart flow, however, it’s similarly important by way of bringing your customers back to the very stage they are at in the buying cycle.

c) Post Purchase Series – The Post Purchase Series is fundamental to the long-term success of the brand. It’s an opportunity to enrich the customer experience and create brand advocates.

d) Back in Stock Series –  When someone subscribes to a restock alert, that data is then stored and tracked back to their profile. This customer profile has a Klaviyo event added which is attached to the Shopify product. This event will fire when the product is available again and will automatically notify the customer through the Klaviyo flow.

e) Customer Winback Series – A Winback flow is a series of emails sent to customers who previously engaged with your brand, but have not interacted with you for a certain period of time. This series is an essential part of customer retention and lifecycle marketing, and not having one is leaving money on the table.

It is really important to understand the customer journey with respect to these automations specifically for your brand and not just use the default flow if your email solution offers one.

3. Basic Email Campaign Strategy

Once you have started to build your email lists, keeping them engaged and serving content that is relevant and adds value to their life is key.

When it comes to your email campaigns, the emails that are scheduled and sent because you have something to say that is meaningful to the segment, you need to have a plan in place. Here are four quick strikes when it comes to your email campaigns.

– Segmentation is king. Think about all the varying segments in your database and how best to cut them up and move them along their buying (or repeat buying) journey with your brand. It should not be a one size fits all, send to as many people the same message and hope for the best.

– Emailing only engaged audiences is critical if you don’t want to be blacklisted. While it may go against everything you want to do, don’t email your entire “newsletter” list, your latest newsletter, every time. If an audience is not engaging with you, even if they signed up for it, then don’t email them. It doesn’t give you a positive outcome, it only edges you closer to spam complaints and unsubscribes. This could in turn blacklist your domain which means any email from you ends up in spam and possibly not seen. To get out of the black is an expense you don’t want.

– Create VIP segments. The creation of this segment allows you to leverage your best customers for advocacy and repeat purchasing. A raving brand fan is worth its weight in gold, but if you aren’t familiar with who these people are then you can’t leverage it. Use VIP lists to pre launch, test new products, give exclusive discounts, get referrals and drive advocacy. Be sure to let them know they are VIPs!

– Plan your content schedule. Even if it is just a month in advance, set time aside to think about your content and each audience segment you want to focus on for the upcoming period. This allows for smarter emails that will amplify customer engagement and drive more revenue.

For more information on our email marketing services and to see real client case studies that show how email is working for other eCommerce businesses, visit our service page.