What up, what up, what up! If you’re reading this, you just got done listening to my chat with Ivana Petrovic & Raoul Van Heerden on the eCom Independent Podcast.
I promised I’d give you the “cheat sheet” for everything Ivana and I discussed. You’ll find it below.
My gift to you. No opt-in required.
Paid Traffic
Subscribers are fuel.
Don’t expect success with email marketing if you don’t get enough traffic to your website.
It doesn’t have to be paid traffic.
But most brands don’t know how to get a lot of free/organic traffic.
And even if they do, organic traffic takes time to accumulate.
More important than the traffic source is quality.
You want buyers and potential buyers only.
Website Performance
This is the number one issue I see in the majority of eCommerce stores:
Slow page loading times.
60% of all visitors expect a website to load in less than 3 seconds.
If it doesn’t, they’ll hit the back button and never come back.
A slow website kills your conversions.
There are many guides on how to improve your website speed, so I won’t elaborate here.
But the top 3 things you need to look at are:
- Website hosting
- Website theme, plugins, scripts
- Image size and compression
These 3 issues are the 80/20.
Conversion Optimization Testing
With testing, the main thing is “Significance.”
Statistical significance is the degree to which your test results are affected, or not, by chance.
And without going into too much theory, the more data points you have, the more significant your measurements.
So, a test on 1,000 data points is more significant than 100 data points.
What this means for you:
When you’re just starting out with email marketing, don’t get too fancy with it.
Because you likely don’t have enough traffic or subscribers for your tests to be significant.
With that said, you might want to test your email opt-in forms to see which convert better.
For example, you could test incentives, like a discount versus free shipping on their first purchase.
Email Frequency
Email every day.
Don’t argue about this, just do it.
If it’s impossible for you to email every day, then send as many as you can.
Twice a week, thrice a week, on weekdays, whatever.
Some of your subscribers will be in Flows/Sequences.
You can exclude them from email campaigns if you like.
Or not – either way works.
Content Repurposing
You should be repurposing content from your email campaigns.
Post them on your blog and social media.
You spend too much time crafting emails to not get the maximum distribution possible.
12 Flows To Setup ASAP
Pre-purchase flows:
- New subscriber welcome
- Site abandonment
- Browse abandonment
- Abandoned cart
- Abandoned checkout
- Back in stock
Post-purchase flows:
- Thank you new vs. returning
- Review request
- Cross-sell/upsell
- Reorder reminder
- Customer winback
- Sunset unengaged
12 Ideas For Campaigns
- Best-sellers
- Free product with purchase
- New blog post or social media content
- Giveaways
- Flash sale
- Product launch
- Collection launch
- Email from an expert
- Buy now, pay later
- Preorder
- Holidays
- Stories/slice-of-life
11-Day Black Friday/Cyber Monday Email Promotion
Day 1 – Friday
One week before Black Friday.
Send a conversational survey email.
Ask them what they want you to promote.
Give them options.
Ask them to reply with their answers.
This will get you tons of replies.
And boost deliverability.
Reply to as many as you can.
***
Day 1 – Friday (SMS)
If you have an SMS list, follow up the survey email with a text.
Ask them to check their inbox for the email you sent.
Or send them to a survey form.
***
Day 3 – Sunday
Resend the survey email to unopens.
Change the subject line and preview text.
Again, reply to as many responses as you can.
***
Day 4 – Monday
Share the results of your survey.
Use screenshots.
Shoutout the people who replied.
Rank the most popular requests.
Tease the coming promotion.
Ask a question to get them to reply.
***
Day 4 – Monday (SMS)
Follow up the results email with a text.
Ask them to check their inbox.
Or post the results on your blog/social and send them there.
***
Day 6 – Wednesday
Resend the day 4 email to unopens.
Change the subject line and preview text.
***
Day 8 – Black Friday
Hard sell email.
Close the sale in the inbox.
Include detailed instructions on how to buy, shipping information, refund policy etc.
Send 2 emails.
One at 8 am.
Resend at 8 pm to the non-buyers.
When resending, change the subject line and preview text.
***
Day 8 – Black Friday (SMS)
Follow up the promotional email with a text.
Either send them to the inbox…
OR give them the discount code in the text and send them to the store.
***
Day 9 – Saturday
Handle objections.
Send your FAQ, post testimonials and reviews, etc.
Send 2 emails.
One at 8 am.
Resend at 8 pm to the non-buyers.
When resending, change the subject line and preview text.
***
Day 10 – Sunday
“Sale ends tomorrow” email.
Hard sell again.
Send 2 emails.
One at 8 am.
Resend at 8 pm to the non-buyers.
When resending, change the subject line and preview text.
***
Day 10 – Sunday (SMS)
“Sale ends tomorrow” text.
Give them the code and send them to the store.
***
Day 11 – Cyber Monday & End Of Sale
Really hard sell.
Send 2 emails.
One at 8 am.
Include “18 hours left” in the subject line.
One at 8 pm (not a resend of the first email.)
Include “4 hours left” in the subject line.
***
Day 11 – Cyber Monday & End Of Sale (SMS)
Send 2 texts.
One at 8 am.
Include “18 hours left” in the copy.
One at 8 pm.
Include “4 hours left” in the copy.
Email Copywriting Tips To Boost Response
Coming soon…
We’ll Do It For You
Want us to set up all of these Flows and Campaigns in your email marketing software?
Click here to book a paid consultation with us.
If we both decide it’s a good fit, the consultation fee will be credited to your project.
