AMA: Email Marketing, How To, Best Practices

[AllenCrawley]

@AllenCrawley would you mind sharing what percentage of your sales come from email marketing?

I have been using email marketing more than before with one of my clients but I think we can still do better. We are at 12% in the last 30 days.

View attachment 23713

Last 30 days was almost 25% which is a little lower than the average. Our average is 30%.

 

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[Ryan G]

Hey @AllenCrawley - thanks for sharing all of this great info.

Quick question for you on how you organize things in MailCheat(Chimp) for your nurturing. I assume it's a basic setup in MailCheat(Chimp) with only a single list, single campaign, and no advanced tagging... is this true? Then, Klaviyo is where you have the detailed list segmentation that you shared previously?

 

[AllenCrawley]

Hey @AllenCrawley - thanks for sharing all of this great info.

Quick question for you on how you organize things in MailCheat(Chimp) for your nurturing. I assume it's a basic setup in MailCheat(Chimp) with only a single list, single campaign, and no advanced tagging... is this true? Then, Klaviyo is where you have the detailed list segmentation that you shared previously?

Correct. However, I will be looking into whether or not MailCheat(Chimp)'s tagging feature will be beneficial for us.

 

[QDF]

We recently experimented with a co-branded giveaway with 4 other companies.

The giveaway was managed by a company that specializes in hosting giveaways.

All we had to do was donate a $200 gift card to our website for the winner and a coupon they would email to each registrant. We gave a $5 off coupon for each new registrant. We also had to email our list about the giveaway at least twice.

I really didn't have high hopes for this campaign but thought it was worth a shot.

The giveaway ended yesterday and a winner was chosen this morning. The winner already used their gift card on our website.

I was pleasantly surprised this morning when I also received a .CSV containing over 3600 registrant emails. The giveaway company said that it had already been sanitized to remove all non-US, Canadian and Australian emails. I'm not sure how good the list will be but I will likely import the list into MailCheat(Chimp) (vs. Klaviyo) and start a "nurture" campaign. We'll see how it goes.

Really great thread here - thanks for doing this.

I ran 1 giveaway last year (via ViralSweep) and had around 3500-4000 registrant emails.

Converting people to customers was a chore though, and I honestly didn't try hard enough. I only had maybe 50 convert to customers upon a "consolation" discount offer. Most seemed only interested in free or deeply discounted stuff and weren't really "loyal customer" material. I'd be very interested to hear more about how you run your giveaways.

Also, any recommended books or resources on email marketing? I have a decent list, and don't reach out to them nearly enough. Thanks again for this thread!

 

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[AllenCrawley]

Also, any recommended books or resources on email marketing? I have a decent list, and don't reach out to them nearly enough. Thanks again for this thread!

You should be sending emails every day. Not necessarily broadcast emails but you should certainly have autoresponders or flows set up for browse/cart/checkout abandonment, email signups from coupon popup or spin to win, welcome series, etc. I do at least 2 campaigns per month. Starting a new Spring campaign today.

Converting people to customers was a shore though, and I honestly didn't try hard enough. I only had maybe 50 convert to customers upon a "consolation" discount offer. Most seemed only interested in free or deeply discounted stuff and weren't really "loyal customer" material. I'd be very interested to hear more about how you run your giveaways.

Yea, the list from the co-branded giveaway hasn't really produced much of anything so far. Interestingly enough the person who won has returned twice to purchase more products above and beyond their gift card they won.

I will post a more in-depth approach to how I do giveaways in the near future. I don't use third parties like gleam or viral sweep. I use clickfunnels, FB ads, klaviyo and FB live broadcast for the drawings. I think it's very important to incorporate a sales strategy with your giveaways and that's where using clickfunnels (upsells) and the FB live broadcast comes into play. You offer special limited time offers to those watching live. It's a great feeling hearing your phone cash register chimes during live giveaways, lol.

 

[AllenCrawley]

How to Start/Grow Your Email List​

This is obviously not an exhaustive list of tactics to grow your list but they are my best-converting methods for a physical product based business. YMMV

People enter my lists via one of the following:

1. $5.00 coupon offer located in the website footer.
   
2. Pop-up (exit intent) offering a free $10 Gift Card to the next 50 people.
3. Spin-to-Win Wheelio Pop-up (exit intent) - I rotate between the Gift Card offer and Spin-to-Win. I do not run both at the same time.
4. Giveaways - I use Clickfunnels for our Giveaway registration because it allows me to make a one time offer and upsell right after they register.

The $5.00 coupon offer in the footer:

We implemented this in November 2018 and it is performing extremely well. Very simple to integrate. We coded ours to immediately display the coupon code right in the footer once they entered their email. Surprisingly, our 24-hour conversion rate on this little "almost hidden" tactic is over 15%. I think part of the reason it has a high conversion rate is that people think they found something kinda hidden and want to use before someone finds out, lol.​

Gift Card Pop-up:

This is just a simple pop-up that triggers on exit intent. Our offer is a gift card for $10. We only require an email address. Now, this is just a simple $10 coupon code but we frame it as a gift card because it has a much higher perceived value. Use what ever dollar value works for your business. If you sell $1000 products you may want to offer $100 or $200 gift cards. If the cheapest item you sell is $10 then you will need to figure out if a gift card offer will even work for you. If this is your situation you may consider restricting your gift card to a minimum purchase.

The copy on our pop-up...​

We're Giving Away $10 Gift Cards to the Next 50 People
No strings attached. No minimum purchase required.
Enter your email below before they're gone.​

Spin-to-Win:

We use the Wheelio app but there are others out there. Again, triggered on exit intent. The wheelio app is what we use most often. Maybe once every couple months we'll switch back to the Gift Card offer until we get our 50 people then switch back to wheelio. Wheelio will not land on any losing slices so every spin is a winner.​

Giveaways:

Later on, I'll go deeper into how to do giveaways that not only grow your list but make you money. Teaser: our last giveaway had 999 registrants (99% opt-in rate) and we converted 12.5% of them into a paying customer immediately after they registered. The upsell that followed then converted 30% of those customers.
​

Once someone enters our list they go into a Flow or series of emails designed to convert them to a paying customer as soon as possible. Soon, I'll cover what types of flows to use for each of the tactics above and what your emails should contain.

Stay tuned...


.

^^^ Has anyone implemented any of the above?

If you haven't, WTF?

If yes, feel free to share any successes or failures with it.

.

 

[Bekit]

Gift Card Pop-up:
This is just a simple pop-up that triggers on exit intent. Our offer is a gift card for $10. We only require an email address. Now, this is just a simple $10 coupon code but we frame it as a gift card because it has a much higher perceived value. Use what ever dollar value works for your business. If you sell $1000 products you may want to offer $100 or $200 gift cards. If the cheapest item you sell is $10 then you will need to figure out if a gift card offer will even work for you. If this is your situation you may consider restricting your gift card to a minimum purchase.

The copy on our pop-up...

We're Giving Away $10 Gift Cards to the Next 50 People
No strings attached. No minimum purchase required.
Enter your email below before they're gone.

Hey @AllenCrawley - thanks for an INCREDIBLE thread full of gold!

How would you implement the exit popup? Is there a plugin or a widget that you recommend to install to set this up?

 

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[QDF]

^^^ Has anyone implemented any of the above?

If you haven't, WTF?

If yes, feel free to share any successes or failures with it.

.

I've used all of the above in varying forms, although I'm sure not nearly to the extent you have. I'll share some of my results so far though.


First, I use Conversio for my email marketing. It integrates really well with Shopify and already has some awesome email sequence templates that come with it which make it quick and easy to implement some pretty effective email campaigns. I do have sequences in place for the basics. Cart abandonment, follow-ups when they subscribe, etc.

As of last night, after reading this thread, I'm actually working on optimizing these campaigns. I completely removed the emails in the sequence that weren't converting, and am adding more to try different things.

Wheelio

Anyway, as for the spin-wheel, I use Wheelio as well and this has worked the best for me by far. Here are my overall #'s for this:



A 28% conversion rate is pretty great at first glance. That being said, I run almost no traffic to my site through ads, etc. Almost all of my traffic is organic or from people who already know of my company from some marketplace, or who've found us through our limited FB page activity (our FB page has 800 followers, all from the 1 giveaway I ran, and the only updates are from the Judge.me Shopify review app which automatically publishes 5-star reviews that people leave).

Now in terms of sales, I don't have exact #'s right now, but the large majority of people who order through the website use a coupon code from this wheel.

All the leads from Wheelio are sent to a 3 email sequence, although I just removed the last 2 emails of the sequence as the only conversions came from the very first email. I'm now working on expanding this to at least a 4 email sequence, and improving the copy of the ads, adding more social proof, and adding specific recommended products into the emails.

I've also changed the type of discount in the offer. Obviously everyone on this list received a discount from 10-30% from the Wheel, and I was only offering them a 10% discount in the email sequence -- not too original. I've changed this to make sure it is a different type of discount from the spin-wheel now, so it has more appeal. I've changed it to a "$5 off $25 or more". I'm going to experiment with this.

Footer Coupons & Pop-ups

I don't run a "$5 gift card" deal, but I have a newsletter signup that simply says "we might just send you a nice discount ". I wanted to leave a little mystery in it.

I don't have #'s for the conversion rate for this, but as far as sales go, I've made around 2X as many sales with 1/2 as many subscribers compared to Wheelio. This is only from the email sequence though, and NOT counting immediate conversions from Wheelio, so this makes sense.

I'm working on the same optimizations now for this as I mentioned above for the spin-wheel list.

Giveaways

I mentioned this above, but I ran 1 giveaway with ViralSweep, got about 3,500 subscribers, and left a lot to be desired for the sales I got from it. So much I could have done better.

I will post a more in-depth approach to how I do giveaways in the near future. I don't use third parties like gleam or viral sweep. I use clickfunnels, FB ads, klaviyo and FB live broadcast for the drawings. I think it's very important to incorporate a sales strategy with your giveaways and that's where using clickfunnels (upsells) and the FB live broadcast comes into play. You offer special limited time offers to those watching live. It's a great feeling hearing your phone cash register chimes during live giveaways, lol.

I didn't incorporate a strong sales strategy with my giveaways. That was probably my largest mistake.

Other than that, I gave away a gift card to a popular retailer in my industry, and while I targeted only my customer demographic with the FB ads I ran, I know that a lot of the people on the 3,500 person registrant list I had ended up with did not match my customer demographic and weren't potential customers. In the future, I will make sure I giveaway my own products in the giveaway and incorporate a much better sales strategy. I know you probably are well aware, but FYI for anyone else, even if you don't use Gleam.io or ViralSweep, they have a bunch of case studies of very profitable giveaways.

 

[AllenCrawley]

Hey @AllenCrawley - thanks for an INCREDIBLE thread full of gold!

How would you implement the exit popup? Is there a plugin or a widget that you recommend to install to set this up?

I use privy.com but there are likely many other options available for each platform (shopify, woocommerce, etc.).

 

[Andy Black]

^^^ Has anyone implemented any of the above?

If you haven't, WTF?

If yes, feel free to share any successes or failures with it.

.

Not yet. Going to pull the trigger on ActiveCampaign soon, then fire up some Google Ads campaigns and build me a wee funnel...

 

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[Ernman]

^^^ Has anyone implemented any of the above?

If you haven't, WTF?

If yes, feel free to share any successes or failures with it.

Great thread - thank you for sharing. Too early for me yet, but this is definitely on the "remember to do this" activity list.

 

[AllenCrawley]

Automated Customer Win-Back Email Campaign
​

A Win-back campaign is a series of emails that you will send to customers that haven't purchased from you in a specific period of time. Effectively turning an "inactive" customer back into an "active" customer.

Why Should You Have a Win-Back Campaign?
According to a Klaviyo report, it's 50% more likely past customers will buy from you again and repeat customers generate 4x more profit than one-time buyers.

Klaviyo also reports these win-back campaign averages across all industries:

• Open rate: 28.10%
• CTR: 4.02%
• Conversion: 0.49%
• RPR: $0.37
• AOV: 79.12

The following are industry-specific averages:

(Source: Ecommerce Email Marketing: Industry Performance Benchmarks | Klaviyo)

If you are not using a win-back campaign you are indeed leaving money on the table. It's free money.
Go get it.

When to Send Your Emails?
That depends. It's important to know your customer buying cycle because that will dictate when your win-back series should trigger.

Are your products consumables? A medium to high-frequency buying cycle may suggest your win-back series triggers at 120-180 days since their last purchase. This is just an example. Again, you need to know your customer buying cycle.

Using the 120-180 day example above you could also set another series to trigger if they don't make a purchase from the first series. Maybe around the 240 days mark? At this time, I only have one series. I will be adding a second and maybe third series this weekend.

I currently have my series set to trigger at 100 days because I know that most of my products are used up in 3-4 months. (Due to a recent campaign not related to Win-Back I'm re-evaluating my current time frame. More info may be forthcoming.)

How Many Emails Should Your Win-Back Series Send Out?
Klaviyo believes the sweet spot is 3 emails. I use 4 and have a lot of success with it. However, when adding a second and possibly third series I may trim that down to only 3 emails per series.

It's important to note that if the customer makes a purchase at any time during the series they will not get the next email.

What Should Your Emails Contain?
You should use a special discount to bring them back. This could be as simple as a % off discount or something more creative like a store credit.

Email 1 - "We miss you"

Include some or all of the following content:

• Tell them you miss them and want them back.
• Give them a discount of some kind with a deadline. I use a 15% off coupon code.
• Update them on company news and events.
• Showcase new and/or best selling products.
• Call to action

Email 2 - "Reminder and Last chance" - send 1-3 days after email 1.

Include all of the following content:

• Last chance copy.
• Remind them their discount is set to expire in 24 hours.
• Include best sellers.
• Call to action.

Email 3 - "Still on the fence?" - send 5-12 days after email 2.

The original offer has expired so this is a new incentive. I up the discount from 15% to 20% off.

• Explain that you noticed they didn't take you up on the previous offer and that you really want them back so you're offering a new and better special incentive to get them off the fence. Keep it simple by just increasing the % discount or adding in a free gift.
• Offer expires today at midnight.
• Call to action.

Email 4 - "Letter from our founder" - send about 15 days after email 3.

This is my last ditch effort to win back the customer. This email goes out about 130 days after their last purchase and only if they did not make a purchase from the previous emails in the series. (Remember, if at any point a customer makes a purchase they will not receive the next email in the series.)

This is a personal letter from me, the founder. I explain that I appreciate having them so much as a customer and would love to see them make their next purchase using a secret founder issued discount. I offer them 30% off today only.

I mentioned earlier I may drop this email when I add a second/third series. However, I would include it as the third email in the second or third series.

*** Remember to set up your timing according to your customer buying cycle.

Challenge:
If you don't currently have a Win-Back Campaign implemented I challenge you to set it up today. It's free money in your pocket.

That's it for now.

.

 

[AllenCrawley]

Also, any recommended books or resources on email marketing?

Klaviyo has posted videos from their 2018 Klaviyo:BOS event. Amazing content here...
Klaviyo:BOS Ecommerce Marketing Videos

 

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[QDF]

Automated Customer Win-Back Email Campaign
​

A Win-back campaign is a series of emails that you will send to customers that haven't purchased from you in a specific period of time. Effectively turning an "inactive" customer back into an "active" customer.

Why Should You Have a Win-Back Campaign?
According to a Klaviyo report, it's 50% more likely past customers will buy from you again and repeat customers generate 4x more profit than one-time buyers.

Klaviyo also reports these win-back campaign averages across all industries:

• Open rate: 28.10%
• CTR: 4.02%
• Conversion: 0.49%
• RPR: $0.37
• AOV: 79.12

The following are industry-specific averages:

(Source: Ecommerce Email Marketing: Industry Performance Benchmarks | Klaviyo)

If you are not using a win-back campaign you are indeed leaving money on the table. It's free money.
Go get it.

When to Send Your Emails?
That depends. It's important to know your customer buying cycle because that will dictate when your win-back series should trigger.

Are your products consumables? A medium to high-frequency buying cycle may suggest your win-back series triggers at 120-180 days since their last purchase. This is just an example. Again, you need to know your customer buying cycle.

Using the 120-180 day example above you could also set another series to trigger if they don't make a purchase from the first series. Maybe around the 240 days mark? At this time, I only have one series. I will be adding a second and maybe third series this weekend.

I currently have my series set to trigger at 100 days because I know that most of my products are used up in 3-4 months. (Due to a recent campaign not related to Win-Back I'm re-evaluating my current time frame. More info may be forthcoming.)

How Many Emails Should Your Win-Back Series Send Out?
Klaviyo believes the sweet spot is 3 emails. I use 4 and have a lot of success with it. However, when adding a second and possibly third series I may trim that down to only 3 emails per series.

It's important to note that if the customer makes a purchase at any time during the series they will not get the next email.

What Should Your Emails Contain?
You should use a special discount to bring them back. This could be as simple as a % off discount or something more creative like a store credit.

Email 1 - "We miss you"

Include some or all of the following content:

• Tell them you miss them and want them back.
• Give them a discount of some kind with a deadline. I use a 15% off coupon code.
• Update them on company news and events.
• Showcase new and/or best selling products.
• Call to action

Email 2 - "Reminder and Last chance" - send 1-3 days after email 1.

Include all of the following content:

• Last chance copy.
• Remind them their discount is set to expire in 24 hours.
• Include best sellers.
• Call to action.

Email 3 - "Still on the fence?" - send 5-12 days after email 2.

The original offer has expired so this is a new incentive. I up the discount from 15% to 20% off.

• Explain that you noticed they didn't take you up on the previous offer and that you really want them back so you're offering a new and better special incentive to get them off the fence. Keep it simple by just increasing the % discount or adding in a free gift.
• Offer expires today at midnight.
• Call to action.

Email 4 - "Letter from our founder" - send about 15 days after email 3.

This is my last ditch effort to win back the customer. This email goes out about 130 days after their last purchase and only if they did not make a purchase from the previous emails in the series. (Remember, if at any point a customer makes a purchase they will not receive the next email in the series.)

This is a personal letter from me, the founder. I explain that I appreciate having them so much as a customer and would love to see them make their next purchase using a secret founder issued discount. I offer them 30% off today only.

I mentioned earlier I may drop this email when I add a second/third series. However, I would include it as the third email in the second or third series.

*** Remember to set up your timing according to your customer buying cycle.

Challenge:
If you don't currently have a Win-Back Campaign implemented I challenge you to set it up today. It's free money in your pocket.

That's it for now.

.

This is mainly what I've been working on since reading this thread.

Right now, this is my existing win-back series:

1. Purchase Event
-Email #1: send out receipt with 10% coupon (expires in 2 weeks)
-Email #2: send out reminder for receipt coupon 1 day before it expires
2. 14 Days From Purchase (day after receipt coupon expires)
-Send out a request for a review. They get a $5 Gift Card for leaving a review, and the reviews are automatically published to FB page to bring in new customers
3. 60 Days After purchase (average time for customer to make a repeat purchase is a little under 60 days)
-Email #1: send out a $5 Gift Card that expires in 48 hours
Email #2: send out a last minute reminder for the Gift Card the next day
4. 180 Days After Purchase (3X the average repeat order date, customer is considered "idle" now)
Email #1: Offer a 40% Off, max-discount offer to come back that expires in 48 hours. I make sure to make it clear that this is the largest discount we ever offer, that we don't do it often, and that it is only because we want another chance to earn their business
Email #2: Simply a reminder of the coupon 24 hours later

I plan to add at least 1 email to each sequence and to add another sequence between 60 and 180 days. My single biggest problem right now with my site (and email marketing) is that I don't offer any high dollar items to my customers, and my lifetime customer value is not very high because of this. So I'm looking for some high-dollar items to add (whether affiliate or my own) to my win-back series as well.

 

[AllenCrawley]

This is mainly what I've been working on since reading this thread.

Right now, this is my existing win-back series:

1. Purchase Event
-Email #1: send out receipt with 10% coupon (expires in 2 weeks)
-Email #2: send out reminder for receipt coupon 1 day before it expires
2. 14 Days From Purchase (day after receipt coupon expires)
-Send out a request for a review. They get a $5 Gift Card for leaving a review, and the reviews are automatically published to FB page to bring in new customers
3. 60 Days After purchase (average time for customer to make a repeat purchase is a little under 60 days)
-Email #1: send out a $5 Gift Card that expires in 48 hours
Email #2: send out a last minute reminder for the Gift Card the next day
4. 180 Days After Purchase (3X the average repeat order date, customer is considered "idle" now)
Email #1: Offer a 40% Off, max-discount offer to come back that expires in 48 hours. I make sure to make it clear that this is the largest discount we ever offer, that we don't do it often, and that it is only because we want another chance to earn their business
Email #2: Simply a reminder of the coupon 24 hours later

I plan to add at least 1 email to each sequence and to add another sequence between 60 and 180 days. My single biggest problem right now with my site (and email marketing) is that I don't offer any high dollar items to my customers, and my lifetime customer value is not very high because of this. So I'm looking for some high-dollar items to add (whether affiliate or my own) to my win-back series as well.

That looks like a solid series. Well done. I do suggest adding 1 more email to each as you mentioned.

Do you use Klaviyo or something else?

 

[QDF]

That looks like a solid series. Well done. I do suggest adding 1 more email to each as you mentioned.

Do you use Klaviyo or something else?

Thanks, I've added a 3-email 90 day sequence, and 1-year anniversary discount since posting that as well. Also have secured some solid affiliate offers to add in there somewhere to increase LCV.

I use Conversio.

It's been awesome so far. Fast and easy to use, affordable, makes offering discounts easy, and has all the features and data necessary to implement an effective email strategy.

They have an email "wizard" which helps a lot. If you're just starting out from scratch, I don't know of another software or email service that allows you to build an effective email strategy nearly as fast. Within a couple hours, you could probably have a email marketing strategy better than 90% of stores out there.

I haven't used Klaviyo, but it looks very similar in terms of features.

 

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[ZF Lee]

Automated Customer Win-Back Email Campaign
​

A Win-back campaign is a series of emails that you will send to customers that haven't purchased from you in a specific period of time. Effectively turning an "inactive" customer back into an "active" customer.

Why Should You Have a Win-Back Campaign?
According to a Klaviyo report, it's 50% more likely past customers will buy from you again and repeat customers generate 4x more profit than one-time buyers.

Klaviyo also reports these win-back campaign averages across all industries:

• Open rate: 28.10%
• CTR: 4.02%
• Conversion: 0.49%
• RPR: $0.37
• AOV: 79.12

The following are industry-specific averages:

(Source: Ecommerce Email Marketing: Industry Performance Benchmarks | Klaviyo)

If you are not using a win-back campaign you are indeed leaving money on the table. It's free money.
Go get it.

When to Send Your Emails?
That depends. It's important to know your customer buying cycle because that will dictate when your win-back series should trigger.

Are your products consumables? A medium to high-frequency buying cycle may suggest your win-back series triggers at 120-180 days since their last purchase. This is just an example. Again, you need to know your customer buying cycle.

Using the 120-180 day example above you could also set another series to trigger if they don't make a purchase from the first series. Maybe around the 240 days mark? At this time, I only have one series. I will be adding a second and maybe third series this weekend.

I currently have my series set to trigger at 100 days because I know that most of my products are used up in 3-4 months. (Due to a recent campaign not related to Win-Back I'm re-evaluating my current time frame. More info may be forthcoming.)

How Many Emails Should Your Win-Back Series Send Out?
Klaviyo believes the sweet spot is 3 emails. I use 4 and have a lot of success with it. However, when adding a second and possibly third series I may trim that down to only 3 emails per series.

It's important to note that if the customer makes a purchase at any time during the series they will not get the next email.

What Should Your Emails Contain?
You should use a special discount to bring them back. This could be as simple as a % off discount or something more creative like a store credit.

Email 1 - "We miss you"

Include some or all of the following content:

• Tell them you miss them and want them back.
• Give them a discount of some kind with a deadline. I use a 15% off coupon code.
• Update them on company news and events.
• Showcase new and/or best selling products.
• Call to action

Email 2 - "Reminder and Last chance" - send 1-3 days after email 1.

Include all of the following content:

• Last chance copy.
• Remind them their discount is set to expire in 24 hours.
• Include best sellers.
• Call to action.

Email 3 - "Still on the fence?" - send 5-12 days after email 2.

The original offer has expired so this is a new incentive. I up the discount from 15% to 20% off.

• Explain that you noticed they didn't take you up on the previous offer and that you really want them back so you're offering a new and better special incentive to get them off the fence. Keep it simple by just increasing the % discount or adding in a free gift.
• Offer expires today at midnight.
• Call to action.

Email 4 - "Letter from our founder" - send about 15 days after email 3.

This is my last ditch effort to win back the customer. This email goes out about 130 days after their last purchase and only if they did not make a purchase from the previous emails in the series. (Remember, if at any point a customer makes a purchase they will not receive the next email in the series.)

This is a personal letter from me, the founder. I explain that I appreciate having them so much as a customer and would love to see them make their next purchase using a secret founder issued discount. I offer them 30% off today only.

I mentioned earlier I may drop this email when I add a second/third series. However, I would include it as the third email in the second or third series.

*** Remember to set up your timing according to your customer buying cycle.

Challenge:
If you don't currently have a Win-Back Campaign implemented I challenge you to set it up today. It's free money in your pocket.

That's it for now.

.

Ugh.

This is where 60% of the email magic happens, IMO.

I'm still stuck with my present clients doing reminder emails.

They haven't asked me yet to do a full-cycle series.

Probably they haven't analysed the full picture of the customer patterns yet. They are still about the CTR and opt-in rates, but even then without knowing the FULL picture, they don't tell much, or worse, are unsustainable. Hit and miss.

Might be room for another Zoom call.

EDIT: @Valor, good rec! Will check it out to see if it costs a bounty or not.

 

[biophase]

This is mainly what I've been working on since reading this thread.

Right now, this is my existing win-back series:

1. Purchase Event
-Email #1: send out receipt with 10% coupon (expires in 2 weeks)
-Email #2: send out reminder for receipt coupon 1 day before it expires
2. 14 Days From Purchase (day after receipt coupon expires)
-Send out a request for a review. They get a $5 Gift Card for leaving a review, and the reviews are automatically published to FB page to bring in new customers
3. 60 Days After purchase (average time for customer to make a repeat purchase is a little under 60 days)
-Email #1: send out a $5 Gift Card that expires in 48 hours
Email #2: send out a last minute reminder for the Gift Card the next day
4. 180 Days After Purchase (3X the average repeat order date, customer is considered "idle" now)
Email #1: Offer a 40% Off, max-discount offer to come back that expires in 48 hours. I make sure to make it clear that this is the largest discount we ever offer, that we don't do it often, and that it is only because we want another chance to earn their business
Email #2: Simply a reminder of the coupon 24 hours later

I plan to add at least 1 email to each sequence and to add another sequence between 60 and 180 days. My single biggest problem right now with my site (and email marketing) is that I don't offer any high dollar items to my customers, and my lifetime customer value is not very high because of this. So I'm looking for some high-dollar items to add (whether affiliate or my own) to my win-back series as well.

I use a four email win back strategy on my Tinder account right now.

But seriously, I'm hanging out with my friend here in Florida and some guy is using a win back strategy on her. We are just waiting to see how many texts are in the sequence. LOL

 

[bhunting]

Thank you so much for this thread. So many useful knowledge. I'll definitely start using your tips in our email marketing. Thanks again!

Quick question about the MailCheat(Chimp) nurture sequence:
Do you use any kid of tool to automate the move/import to MailCheat(Chimp) and then back to Klaviyo (Zapier, etc)?
Also, why move them to MailCheat(Chimp) to "nurture" at all? Why not just have the nurture sequence in Klaviyo, and delete the non-engaged emails afterward and keep everything in one place?

Yes. I have a segment of "Not Engaged" people that I remove/delete from Klaviyo by export once a month. I then move/import them into MailCheat(Chimp) and start a Nurture sequence to try to get them to re-engage.

The definition of this segment is that they've received at least 30 emails, never opened any of those emails, has not been active on my website in the last 60 days and has never placed an order.

 

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[AllenCrawley]

Thank you so much for this thread. So many useful knowledge. I'll definitely start using your tips in our email marketing. Thanks again!

Quick question about the MailCheat(Chimp) nurture sequence:
Do you use any kid of tool to automate the move/import to MailCheat(Chimp) and then back to Klaviyo (Zapier, etc)?
Also, why move them to MailCheat(Chimp) to "nurture" at all? Why not just have the nurture sequence in Klaviyo, and delete the non-engaged emails afterward and keep everything in one place?

No automation between the export/import. All manually done.

My nurturing efforts are about 30-40 emails long spread out over 6-8 months. I have about 3000 people being nurtured right now. That's a lot of money saved by not keeping them in Klaviyo.

 

[amp0193]

My nurturing efforts are about 30-40 emails long spread out over 6-8 months. I have about 3000 people being nurtured right now. That's a lot of money saved by not keeping them in Klaviyo.

So you nurture them in MailCheat(Chimp), yes?

At what point are they moved back to klaviyo?

Automtically so, when they purchase?

 

[bhunting]

No automation between the export/import. All manually done.

My nurturing efforts are about 30-40 emails long spread out over 6-8 months. I have about 3000 people being nurtured right now. That's a lot of money saved by not keeping them in Klaviyo.

Thanks. It makes perfect sense. Any reason you're not doing automation for export/import? Perhaps it could save you lots of time...

Also, do you do any upsell/cross sell sequence right after the first purchase? If so, would love to learn how you do it!

Thanks

 

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[AllenCrawley]

So you nurture them in MailCheat(Chimp), yes?

At what point are they moved back to klaviyo?

Automtically so, when they purchase?

Most of the nurture emails are informational in nature. Articles, tips, etc. Some are "product spotlight" emails that detail a particular product and how it's used. If anyone places an order that action alone will place them back into Klaviyo. If they open at minimum 3 emails I will transfer them back manually.

 

[AllenCrawley]

Thanks. It makes perfect sense. Any reason you're not doing automation for export/import? Perhaps it could save you lots of time...

Also, do you do any upsell/cross sell sequence right after the first purchase? If so, would love to learn how you do it!

Thanks

Honestly I've haven't thought about automating it. I only do this every few months and it only takes a few minutes. However, I will look into how I might be able to automate via Zapier. Thanks for the idea.

I currently don't do any upsell after purchase. I am thinking about implementing something for when we do larger discounted promotions. Something like an emailed upsell that if they come back and purchase another item we'll include it in their original order so there wouldn't be any additional shipping fees.

 

[AllenCrawley]

I currently don't do any upsell after purchase. I am thinking about implementing something for when we do larger discounted promotions. Something like an emailed upsell that if they come back and purchase another item we'll include it in their original order so there wouldn't be any additional shipping fees.

To expand on this...

The idea is to recoup some profit after a big promotion. This would be an after purchase email for first-time buyers sent immediately. Let them know they can add another product to their order for no additional shipping BUT they have a 30-60 minute window to do so. Similar to what Klaviyo calls a "bounce back". Bounce-Back Email Campaigns: Strategy and Timing | Klaviyo

 

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[VegasMan]

An additional resource:

Matt Paulson has some great content about email marketing. In 2018 he did over $6,000,000 with emails and a subscription email newsletter biz.
Email Marketing Demystified Second Edition Now Available - Matthew Paulson


Email Marketing Demystified Webinar Replay

View: https://www.youtube.com/watch?v=egrR--U5iF0

 

[Andy Black]

An additional resource:

Matt Paulson has some great content about email marketing. In 2018 he did over $6,000,000 with emails and a subscription email newsletter biz.
Email Marketing Demystified Second Edition Now Available - Matthew Paulson


Email Marketing Demystified Webinar Replay

View: https://www.youtube.com/watch?v=egrR--U5iF0

Thought I recognised him:

View: https://youtu.be/7V00pXKiyYg



Thanks for the share. I've added that book to my wishlist.


I also like the look of his YT channel:

• Business Talk with Matthew Paulson

 

[Timmy C]

How to Start/Grow Your Email List​

This is obviously not an exhaustive list of tactics to grow your list but they are my best-converting methods for a physical product based business. YMMV

People enter my lists via one of the following:

1. $5.00 coupon offer located in the website footer.
2. Pop-up (exit intent) offering a free $10 Gift Card to the next 50 people.
3. Spin-to-Win Wheelio Pop-up (exit intent) - I rotate between the Gift Card offer and Spin-to-Win. I do not run both at the same time.
4. Giveaways - I use Clickfunnels for our Giveaway registration because it allows me to make a one time offer and upsell right after they register.

The $5.00 coupon offer in the footer:

We implemented this in November 2018 and it is performing extremely well. Very simple to integrate. We coded ours to immediately display the coupon code right in the footer once they entered their email. Surprisingly, our 24-hour conversion rate on this little "almost hidden" tactic is over 15%. I think part of the reason it has a high conversion rate is that people think they found something kinda hidden and want to use before someone finds out, lol.​

Gift Card Pop-up:

This is just a simple pop-up that triggers on exit intent. Our offer is a gift card for $10. We only require an email address. Now, this is just a simple $10 coupon code but we frame it as a gift card because it has a much higher perceived value. Use what ever dollar value works for your business. If you sell $1000 products you may want to offer $100 or $200 gift cards. If the cheapest item you sell is $10 then you will need to figure out if a gift card offer will even work for you. If this is your situation you may consider restricting your gift card to a minimum purchase.​

​

The copy on our pop-up...​

We're Giving Away $10 Gift Cards to the Next 50 People
No strings attached. No minimum purchase required.
Enter your email below before they're gone.​

Spin-to-Win:

We use the Wheelio app but there are others out there. Again, triggered on exit intent. The wheelio app is what we use most often. Maybe once every couple months we'll switch back to the Gift Card offer until we get our 50 people then switch back to wheelio. Wheelio will not land on any losing slices so every spin is a winner.​

Giveaways:

Later on, I'll go deeper into how to do giveaways that not only grow your list but make you money. Teaser: our last giveaway had 999 registrants (99% opt-in rate) and we converted 12.5% of them into a paying customer immediately after they registered. The upsell that followed then converted 30% of those customers.​

​

Once someone enters our list they go into a Flow or series of emails designed to convert them to a paying customer as soon as possible. Soon, I'll cover what types of flows to use for each of the tactics above and what your emails should contain.

Stay tuned...


.

This is amazing @AllenCrawley thank you for all of this gold! + rep when the forum is back and running as normal.

How would you go about building an email list for a digital product that is not yet available?

I am aiming to monetise my cooking knowledge of about 10 years into digital products over the coming months.

I currently have a Mail-chimp account set up and have been engaging in cooking forums getting known as an authority and someone to go to for questions.

(loved the insider call with MJ the other day as well)

Tim.

 

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[Charnell]

Reread through this entire thread again as I'm starting my implementation of B2C email marketing. Full of information and takeaways that I'm looking forward to experimenting with.

Can we mark threads double gold?

Here's a question for @AllenCrawley or anyone else, have you tried doing referral marketing at all? Eventually, I want to start a "give $XX, get $XX" program once I have all my other email marketing automation in place.

 

[Talisman]

Thanks for the thread and the insider call earlier on Allen (I listened to the recording), appreciate your giving - so I did have a suggestion for your email that you send; not one I've received so far has my name in it! For a company that sells personal products at the quality you're striving for, that surprised me.