Optimized Ecommerce EP 054 – How to Skyrocket Your Sales Through Email Marketing
Today on The Optimized Ecommerce, our repeat guest—Jacob Thomson joins Tanner Larsson to talk about how email marketing can drive over 30% more revenue. Join us in today’s episode as Jacob discusses how you can increase your revenue through email marketing. Don’t forget to subscribe and leave a comment or review on our
Welcome to Episode #054 of Optimized Ecommerce – How to Skyrocket Your Sales Through Email Marketing. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Jacob Thomson returns to the show for the second time around. He is one of the BGS Revenue Optimization Experts currently based in Australia. Jacob is the son of big-time copywriter Bret Thomson.
Bret is one of the best email and ecom copywriters in the game. And Jacob being his son, who is also working with BGS, has been on both sides of it. Jacob has understood the importance of copy, how to craft a copy, how to leverage copy and emails at the same time tying those into revenue optimization. He is definitely in a unique place to be able to know both!
Jacob has also been handling email marketing for some of BGS clients, stores, and partner brands.
Here’s just a taste of what we talked about today:
Jacob discussed the reasons why email marketing is not dead nor dying.
The answer might be obvious to people that are familiar with email marketing within the ecom business, but those who have not been familiar might still be asking the question—is email dead or dying?
Email marketing is the lifeblood of BGS partner stores and Ecom Insider members. With outflows, 30% of their total revenue is generated through email marketing. And that’s just the baseline because we see clients who generated 60% of their monthly revenue. Email Marketing is essentially one of the highest ROI marketing channels. So definitely email is not dead.
According to Klaviyo, there are 3.9 billion daily email users—and this number is expected to hit 4.3 billion by 2023. This number is crazy and shouldn’t be ignored.
Then, Jacob shared some tips on how to build your email lists.
There are many ways people go about growing their email lists, but some of them lack quality. One example is gated offers, where people create free resources and require customers to enter their email in order to get what was offered. Then we have giveaways and contests, these lack the most in the quality of contact lists because people are only signing up to win or get something for free.
To get the highest quality leads we use Klaviyo and signup forms. Klaviyo has to be synced up with your Shopify or any ecom platform you are using. What it does is, anyone who buys from your store will automatically be included in the purchase list.
The other way is using signup forms, you can utilize Wheelio, Justuno, Heap, and Attentive. These pop-ups can be used with emails and SMS. Embedded forms can also be used, they can be placed in the footer to incentivize people to get 10% off their first order.
We also discussed a few other fun topics, including:
- How does email marketing drive massive revenue?
- The key metrics that should be monitored for campaigns and flows.
- Ways to improve your email marketing metrics.
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Jacob Thomson
Want to stay connected with Jacob? Please check out their social profiles below.
- Website: BuildGrowScale.com
- Facebook Profile: Facebook.com/jacob.thomson3
- YouTube Channel: Youtube.com/channel/UC-g_rSibfzEBc3Q9Ye5sMHA
Also, Jacob mentioned the following items on the show. You can find that on:
Tanner Larsson 0:07
Hey, everybody, welcome back to The Optimized Ecommerce Podcast. I’m Tanner Larsson. And today we’re gonna talk about email and specifically how email can drive over 30% or more, we’ve seen it in bigger in some cases of your daily revenue. So this is not counting ads, this isn’t in addition to any ads you run or any organic sales you get or anything like that. We’re just talking about triggered flows, broadcast flows, and leveraging your email list to maximize money. And I mean an extra 30%, or account for over 30% of your revenue, just from email. So to talk to with that today, we’ve got Jacob Thomson, Jacob is one of our RO’s from down under, he lives in Australia if you didn’t know what down under was. And he is also the son of Bret Thompson, who’s our big copywriter guy. And I would probably venture to say that Jacob taught Bret everything he knows. Except for the spelling.
Jacob Thomson 1:07
No, I grew up with good spelling, which I’m very thankful for.
Tanner Larsson 1:13
So it’s pretty cool. Because Bret is a big-time copywriter, one of the best email copywriters, and ecom copywriters in the game. And Jacob being his son, and also working with BGS, Jacob has been on both sides of it, he’s been understood the importance of copy and how to craft copy and how to leverage copy and emails at the same time as tying it into revenue optimization, and all the pieces that go along with that. So he’s in kind of a unique place to be able to know both. And also, he’s been doing a lot more of the email marketing through some of our different clients, stores, and partner brands in BGS as well. So today, we’re going to talk about that, and specifically, he’s going to jump into it. But Jacob, before we go too far into, how cool email is and why it’s great because people have heard like, Oh, you should email your list forever. But the other thing is, it’s 2021. What’s the stance on email? Because seems like every year emails dead or dying. So is email dead or dying?
Jacob Thomson 2:15
No, it might be obvious to the people that have actually been sort of exposed to email marketing within the ecom business, but those who haven’t actually sort of been exposed to it or not, not too familiar with it might actually have those questions that I’ve seen those posts that email is dying, and double down on other marketing sources, such as Facebook, and Instagram, and all those things. But email marketing it’s the lifeblood for a lot of our partnered stores. It’s the lifeblood for a lot of our EI members, like you said, they’re able to generate and this is almost a minimum, these days. With outflows, and everything that we have in place is like 30% of their total revenue is generated through email marketing. And that’s just the baseline that we’re sort of, Hey, we can get you here. But we see clients and I was going through all the content that we had, and we’ve seen people upwards of 60% of their monthly revenue, and all coming from email marketing, which is essentially one of the highest ROI marketing channels out there as well. So definitely it’s not dead. In fact, I saw the thing from Klaviyo which recently says, there are 3.9 billion daily email users. So people essentially, it’s like everyday life for them. They’re waking up checking their emails before they get out of bed, or often up to 20 times a day checking their emails, and there’s no way that that’s dying, if that’s the case, and it’s actually expected to grow by 2023. It’s something like 4.3 billion people are going to be using email daily, which is a crazy numbers, and that should not be ignored as well.
Tanner Larsson 4:07
Think about it, I mean, you and I, we use our email every day.
Jacob Thomson 4:12
Tanner Larsson 4:14
I mean, even my father in law, who thought that he would have to buy a more expensive computer if he wanted to go anywhere like Craigslist or eBay, he’s like, I don’t like computer’s that are not nice enough, he literally thought we had to upgrade his computer to go to other websites. So he’s not tech savvy at all. He emails, so everybody’s doing it, everybody’s using it. It’s not dying in our form of communication. Now, what has died is some of the ease at which it was able to be utilized. Or you send an email and everybody opens it, those days are down, but that doesn’t mean that email is ineffective by any means. The other piece about this, before Jacob really gets into this, I want you to think about what email means, for the most part, email can be front-end sales for your prospect list. But the vast majority of the sales made through email marketing are going to be repeat customer sales, your existing customer base coming back, and buying from you again. So the number one, if you’re selling doom, again, you are building a real business because smart businesses know that profit is generated in the second and third sale and beyond, not on the first sale. So if you get that first sale, how are you going to get to the profit? Well, you can do dynamic retargeting, and all kinds of stuff like that. But emailing isn’t the easiest one, because this is a customer on your list, you can email them, you can direct mail them. But the other side of that is, you’ve already paid the acquisition cost on that customer when made the first sale. So any additional sales that have a higher margin for you, you’re going to make more money because you’re not also subtracting the acquisition out of the profit. So that’s why these sales are so powerful, and why running email marketing to these customers in your existing customer base is so powerful. Now, you can do it to your prospects too. But this is where you make the bulk of your extra profit. If you’re profiting just off your ads on the front end, you’re doing something wrong.
Jacob Thomson 6:17
Yeah, exactly right. And it couldn’t be more true. The ROI and email are so much higher than other marketing channels. I’ll reference Klaviyo throughout this chat because that’s the main mail provider we’re using. They estimate a 122% average ROI, so your return on investment is 122%. And you don’t see that with other channels. And that is a large point. Because they bought from you before, or they are leads, but that’s how you keep your business going, and not having to spend more money on acquiring those new customers is just nurturing. It’s all about nurturing those existing customers.
Tanner Larsson 7:14
Yeah, totally. So let’s go ahead and dive into this a little bit to answer some questions people may be having. So first and foremost, I mean, there’s a lot of ways to do it. But what’s the best way to build your email lists?
Jacob Thomson 7:25
There are many ways people go about growing their list. And some of them will lack the quality of your contacts on your email list. So things like gated offers, where people create free resources or tools, and ebooks, case studies, all these things that it would have been done before. And you require customers to sort of enter their email in order to get those things. And other things such as giveaways and contests. And I’d say, the giveaways and contests would be the ones that are lacking the most in the quality of contact that’s growing because they’re only signing up to your list to try and win something for free or to try and get something and that’s not typically the most qualified lead. But the two things that we love, and the highest quality leads for us are getting, receiving, or collecting emails from buyers. So that’s automatically done. If you’re synced up to Klaviyo, and your Shopify store or whatever. If someone buys from you, they’ll go into a purchase list in Klaviyo. And the other way is actually using signup forms, whether it’s pop-ups like Wheelio or Justuno, there’s Heap, Attentive, all these other ones that you can utilize with email, SMS as well. And even embedded forms, we’ve used forms in the footer to incentivize people to get 10% off their first order and stuff like that. And those ones, we’re seeing, they’re the most quality leads that we receive. We can see up to a 20% conversion rate on those leads, as opposed to the other ones that I mentioned previously, that are not ready to buy or anything like that, or they’re trying to get something for free.
Tanner Larsson 9:16
Totally, so a buyer lead is going to be way more powerful and qualified than a prospect lead in any sense or form. And the simple thing is that the prospect stays on the prospect list until they buy, then they’re moved over to the buyer’s list and removed from the prospect list. Once they’re on the buyer’s list. You have one massive buyer’s list then gets segmented down into many sub-segments, because you don’t want to just be firing one massive email to everybody on your list at a time. You’re going to be sending out tons of emails to different little sub-segments and that’s where you maximize and really get that money if you are sending out one email to everybody. That’s a promotion. You can make good money But on a daily basis, you want to be triggering emails based on actions. And that’s where you’re gonna make three, four, or five times as much money than just sending a blanket email generically to everybody at once. So just a little food for thought as we kind of get into this. So we talked about it being a big deal because you work in our amplified partner program and stuff like that you work with ecom insiders, as well. So talk about how email drives massive revenue or how it drives revenue for our clients?
Jacob Thomson 10:31
Yeah, it’s a great question. And it comes down to two things, so if we’re saying, Klaviyo produces 30 to 60% of our monthly revenue, where is that money actually coming from? It would be split up between campaigns and flows. So the difference between a campaign can be a sequence of emails or a number of emails like, you’re letting your customers know about a special sale, or product release, collection, release anything like that. And it might be just a one-time offer email or anything. That’s what we call a campaign. So we might send that out to different segments based on, what attributes to see how they react, and it’ll be like, okay, we’ll send this to them. And hopefully, we can get sales through that. And the other method flows, which is automated sequences. So it’s a number of emails within a flow of email, so broken up by different time delays. And the emails are triggered on behaviors that they’ve done on a site or on your ad or anything like that. So for example, if someone’s added an item to their cart, got through the checkout, and abandoned the cart, so that behavior is that they’ve abandoned that check out there. And they’ll enter something such as an abandoned checkout flow. So that’s the difference between campaigns and flows. So campaigns are one-time sale pitches and then flows are a number of automated emails based on their behaviors on your website.
Tanner Larsson 12:16
Campaigns are great, but flows are automated, make money while you sleep, a kind of money that everybody always wants to make, but they never take the time to figure out how to make. Well, flows are how you do that automated flows. It’s basically just a fancy autoresponder. But the cool thing about Klaviyo is that it syncs so tightly in with Shopify, it allows you to do really, really deep behavior-based segmentation based on a whole bunch of factors. So it could be, customer has bought within the last 12 days, has bought either product A, B, or C, but has not bought product D. And has opened an email in the last x. So you can have all these different criteria, and your Klaviyo account will automatically filter through all those and go, here’s the list of people today that are going to get that, and then tomorrow, they’ll calculate it all over again. So maybe you send out two emails today, and it’s four emails tomorrow. But what that does is as you build those flows out, every customer that comes into your ecosystem can trigger any of those flows based on their behavior automatically. So you basically make money while you sleep. Now, the cool thing is every time you add a flow, it just compounds to the lifetime value and the additional money you’re going to make because now any new customer coming through your business has the chance to trigger one of those flows that are already set, and you never have to mess with them again, you should but you don’t actually have to.
Jacob Thomson 13:48
Exactly right. And the best part is that essentially, it’s all automated, all done while you sleep. And that’s definitely what we’re after. And those things where you can focus on other things, other parts of the business, whilst those you know, that they’ve been taken care of in the initial work that you’ve set up. So there is an initial input, but the output far outweighs that for sure.
Tanner Larsson 14:10
For sure, yeah. So now that we’re talking about flows, why don’t you go through and tell us some of the must-have flows?
Jacob Thomson 14:20
There are endless amounts of flows and you can browse ideas in Kalviyo, they have a great library of flows that will spark inspiration, but for us, we break our flows up into pre-purchase flows, and then post-purchase flows. Some of the pre-purchase flows that we recommend setting up and that have the biggest ROI flows like your welcome series and we like to call it our buy or die. So essentially, we have like a number of emails in this flow that if say, Tanner signs up to my Wheelio spin on my website. He will enter my welcome series which is basically giving him that initial discount that we may have promised and then also just introducing him to the brand and letting him know about our unique values of the brand and stuff like that. So making them fall in love with your brand. And that’s one of the biggest ROI flows that we have, as well as your other pre-purchase flows may include your abandoned cart flows. This can get really, really deep in the abandoned cart flows, people think that you just have that one abandoned cart flow. But there’s actually a bunch of flows that we can do in here, and I’ve broken them down into four different flows for our abandoned cart flows. So number one would be your site abandonment flow. So basically, Tanner lands on my website, he doesn’t do anything doesn’t look at a product or anything, and bounces. And we’re able to acknowledge that in Klaviyo, and have a flow put in place and say, hey, we’ve seen that you arrived, it’s a bit creepy, but it works. And it as long as you can add some humor, you might be able to offset that creepiness of like, how did he know that I just got on the website and left. So three of these first flows are going to require them to be already subscribed. So obviously already buyers or something like that, or been in your welcome series or anything like that. So obviously, that site abandonment, you let you land on the site, you don’t really take much action, and then you leave, we can retarget you with some emails from that. And then the next one would be your browse abandonment, which is I caught like the browser banners, it’s like you’re actually viewing products. So you’ve shown a little bit more interest, you’re interested in this product. So then we can actually retarget you with that and say, Hey, we seen you check this out, and give you maybe some more information on that product and be able to try and persuade you to come back and maybe even offer you a little discount to come back and pick that one up. So that’s the two flows there. And the third one is the abandoned cart. The abandoned cart, Klaviyo has some really good information on this. But there’s website tracking that you can add on your site, as well, that allows you to retarget people who add a product to the cart but don’t make it to checkout. And that’s another nifty little flow that not a lot of people are using at all like this is an underground flow, I don’t see many people using this at all. So it’s good that you found that one out. So the abandoned cart is subscribers essentially adds a product to the cart, but doesn’t make it the checkout. And then the one we all know is the abandoned checkout flow, which is actually called the abandoned cart flow, it’s really a checkout flow. So they get all the way to checkout, and then they bounce from there. And that could be anyone as long as they’ve actually put their email in on that first inflammation step say on your Shopify checkout there. So they’re the four abandoned cart flows. I know that that’s pretty overwhelming or deep. But if you just rewatch that there’s it’s a very simple breakdown of that one.
Jacob Thomson 18:04
And that leads into sort of the post purchase flows, which will be your flows after someone obviously purchases, so you have your first-time buyers flow. So you’d obviously treat your first-time buyers differently how you treat your repeat buyers. So first-time buyers flow would include emails, like thanking them for shopping with you giving them some more information on the brand, it could be anything about instructions on how to use their product or anything like that as well. And then the repeat buyers flow, we like to separate these two because we will talk to our repeat buyers differently than we’ll talk to our first-time buyers because obviously, they are shoppers before they’re familiar with the brand. So we don’t need to tell them too much stuff that they already know, we might be able to provide them some different information there. There are a couple of other flows in here that we definitely utilize, which is the VIP flow, which is when they’ve spent over X amount of dollars, and the wind backflow. And the wind backflow is something that I think everyone needs to put on as well. And the wind backflow is basically when we have those subscribers that go unengaged for a certain amount of time, and we try and fight for them back, whether it’s 30, 60, or 90 days, depending on your metrics. You want to try and reengage them to come back and make another purchase. So they’re the main flows that we have in place. They all serve a particular purpose, and they all do really, really well in their own regard.
Tanner Larsson 19:35
Yeah, and these flows, guys the automated flows alone. One of our guys from EI actually has a bunch of people but he actually came on stage and gave a testimonial. In Ecom Insider which is what I’m sure if I’m wearing right here. It’s our business accelerator for Ecom stores, but in that program, every single month, we’re delivering new marketing campaigns to them that we’re using and what we call the GST report. Now, in the GST report, there’s tons of them, we’ve been doing these for three and a half years, we’ve got tons and tons of campaigns, all different stuff sometimes email, sometimes SMS, whatever. But anyway, they came on stage and said, Hey guys, we admit that we’ve not done hardly at all of the GST’s that we’ve been getting. But we did put the five main ones in place. And 18% of our daily revenue is coming from email after just five campaigns. And we didn’t do anything else, but just set up the basics, they haven’t tweaked them, they haven’t optimized them for anything. So 18%. Now that store went on to do almost actually over $10 million in nine months because they actually got serious about it and started paying attention. But a big chunk of that came from automated flows, they eventually got up to above 30% from their daily email from their flows. And it’s just a regular physical product business, it wasn’t anything crazy. The Magic thought of everything that Jacob telling you is it’s pretty set and forget, you should go back in there. And you should look at your open rates and your click-through rates and things like that, and kind of tweak those and try to make them better. But once the campaigns up and running, it just happens. And then you can go focus on the next campaign and the next campaign. And the cart abandonment, which is actually checkout abandonment that we’re talking about. There, you can even segment that based on, the first-time buyer potentially, they have purchased before, you could have a campaign for repeat buyer, cart abandonment, checkout abandonment. Then what we also like to do is we like to do a high-value checkout abandonment. So if someone has spent a significant amount over your AOV and is basically a whale, you want to treat that cart abandonment or checkout abandonment differently than you want to treat your regular AOV cart abandonments. So there’s a whole lot of nuances and ways you can get really crazy in there. But just having some semblance of flows and basic functionality in there is a ridiculously easy thing to do. And it’s something that like Jacob can attest to very, very few stores, even big stores that come to us for amplify and many of them don’t do email.
Jacob Thomson 22:15
No, they write it off, they focus so heavily on their Facebook and their Instagram marketing and all those things. But man email is sort of that backbone that just helps you drive more revenue to be able to afford more to spend more on new customers and everything like that. It really is the lifeblood of ecommerce businesses, to this day, and I think will be for a very long time as well.
Tanner Larsson 22:40
Oh, for sure. Yeah, it’s so integral into a successful Ecommerce business, everything you make on the front end, you can make two to 3x or more on the back end, just with the email without the acquisition cost, because you’ve already paid for it. So super important. But with anything, because we’re big on optimization, and data and all that kind of stuff. I’m sure there are some key metrics that you want to tell people to be paying attention to. Right?
Jacob Thomson 23:07
Yeah, for sure. There are a number of metrics that you should be monitoring for your campaigns as well as your flows. And it’s quite easy to figure out what’s lacking in that aspect. So essentially, there’s sort of three questions you can ask yourself with your campaigns, and you can see this by just going into the metrics on the back end of each campaign. Klaviyo, in particular, makes it very, very easy to find those metrics, and also does a really, really good job at indicating whether how you’re doing against the averages, and how they want you to hit certain benchmarks. So there are three questions you should ask yourself, if you have spam complaints, or do you see a high rate of bounces, like consistently, I’m talking soft bounces as opposed to hard bounces. And then open rates, are they falling into the single digits because Klaviyo or most SAP’s have a benchmark of metrics that you need to be getting above. And if you start falling below those metrics there’s a great chance that you’ll start ending up in that spam folder, which is the absolute last thing you want to be doing. And it requires some good work and hard work to get out of those things. So there are some metrics that Klaviyo can give you, you can find them online as well. But some of the metrics for those ones, you want to make sure that your obviously your open rates are staying above the single digit, so into like 15 to 25% range. If it’s going below 10. It’s definitely critical that you work on that your open rates can be straight, it could be essentially your subject lines and I’ll talk about more on how to actually improve those metrics, but I’ll give you some of the metrics at the moment. So the open rate, you want to sort of be hitting the 15 to 25% mark, and the click rate is around 1.5 to 2.5%. And you’ll see these things in your Klaviyo account as well. And obviously, bounce rate. I think it’s the bounce rate was like 0.4 to 0.8%. Unsubscribe rate, and spam rate, so just keeping them essentially, above the benchmarks that Klaviyo gives you, will help you sort of stay out of that spam folder. Inbox providers, such as Gmail, Yahoo, other ones that we see. They’ll track how your contacts or your subscribers interact with your emails. So if you are getting a lot of bounces and or they’re not opening all that marking as spam, then you will definitely start seeing your emails be put in the spam folder, which will even further damage your results.
Tanner Larsson 26:07
What about revenue metrics, anything in that regard that we want to look at from an email perspective?
Jacob Thomson 26:14
It essentially depends on how big your list is. But it’s different from campaign to campaign, if it’s a big sale. I know people go really, really hard in sort of the Black Friday, Cyber Monday, you can say some ridiculous revenue generation through there. But I don’t actually have averages straight from the campaigns.
Tanner Larsson 26:39
But you want to look at your campaigns, at least, and make sure that, they’re actually cashflow positive, they’re generating an ROI they’re working. You can look at some of your campaigns and go, man, this campaign is getting triggered a bunch, but it’s not producing much money. A lot of people are getting this campaign, but it’s not producing money. Why is that? Is that something I can fix? Is it just the nature of the beast? And I can’t because it doesn’t have that flow that is more information based and less offer based, but you can also go, hey, maybe I can throw an offer in here somewhere that will increase that campaign?
Jacob Thomson 27:11
Tanner Larsson 27:13
There’s no point having flows that are designed to make money if you’re not actually tracking to see that they are making you money.
Jacob Thomson 27:19
Yeah, definitely. Like if you’re saying low open rates that might be attributed to a poor subject line if you’re seeing a really high open rate, but not a great click rate, then obviously your content might be lacking. So they’re really hooked on the subject line. And then you’ve let them go in the content of the email. So you want to make sure they stay congruent throughout. The best thing is split testing through these providers such as Klaviyo and stuff they make it so easy. So it is really, really important that your split testing, subject lines, your split testing, copy, and emails and stuff like that, just to make sure that you are generating the most income out of those, or the most revenue out of those campaigns or flows.
Tanner Larsson 28:10
So you just touched on it a little bit. But let’s talk a little bit more about what you can do to improve those metrics. So the first thing things you said was like, hey, if your open rate sucks, the first thing you can do to improve that is to, test out your subject line and try some different subject lines. And then you talked about click rate, adjusting the copy, what else is there that you can do to kind of tweak those metrics and try to improve them?
Jacob Thomson 28:37
We spoke earlier about segmentation, I think personalization and segmentation are going to be the two biggest things moving forward with email. So making sure that you’re not just blasting your whole list, you can’t do that anymore. That will really, really hurt your results. If you’re just sending a campaign to your whole list, everyone’s gonna see it, that’s awesome. But no, you have to segment and speaking of people like in EI, like Devin has a really, really good method on actually how to segment all your list to only send campaigns to people that he knows are going to be interested in this. There’s no use sending to those people that haven’t opened an email at all, or open an email in the last 120 days, it’s only going to hurt your results. So sending campaigns to more engaged segments is really going to boost those metrics, obviously, you’re going to get a higher open rate, higher click rate. It’s gonna be a smaller list of people, but they’re going to be the ones that are actually interested in buying from you. So learning how to segment those engaged contacts is going to be one way to improve those metrics. Another one will be cleaning your list. This is something that I do regularly, for sure is identifying the unengaged contacts in your account and creating segments so you can actually not sending your campaign to them. So you can send your campaign to more engaged segments. And then actually make sure that you’re not sending campaigns to certain unengaged segments. And if they stay unengaged, you can use those unengaged segments to try and put them through win backs and stuff like that. And if they’re just not responding to those are those wind backflows or wind back campaigns or anything like that, it would be to suppress them and then eventually remove them from your account, just to get more accurate data on who’s opening your emails. There’s no point paying for a contact, that’s never going to actually buy from your store because you constantly have them on your list. And essentially just damaging your results as well. So don’t get attached to those people that aren’t opening your emails, just get rid of them and find more people that are interested in your stuff.
Tanner Larsson 30:55
To give a little bigger piece of clarity on that when he’s saying damage in your results. Let’s say you’re doing what he said not to do and mailing your whole list. And let’s say you have 5000, actively engaged people and you have 10,000 or 5000, mediocre and then you have 5000 that don’t even open your emails or click on anything. So of those the first two segments, you could probably get away with sending to that entire batch and you would be okay. However, if you send to the whole list, those 5000 people who are unengaged are going to impact your scores, and they’re going to impact your deliverability to everybody on the list, whether they’re in that good opener list, or they’re in the mediocre whatever. So the dead weight on your list that doesn’t, it actually hurts your deliverability, it hurts your inboxing It hurts all of that. Now, the better solution with what Jacobs talking about is. We talked about three segments, you could send that exact same email to all three segments individually, and you would get better performance than if you sent it just to all of them at once. Because it would allow the people who are high engagers to get better deliverability better everything and it will just work way better. So the more people will see it, will be able to click on it and thinking and the same thing with the next use. And then that final one, you might get a couple out of it. You might not but they wouldn’t be dragging down the rest of your sense.
Jacob Thomson 32:19
Exactly right. That’s the most important thing. And another little tip that you can actually do is sort of offset those emails. We know that Klaviyo likes to see certain metrics when you’re sending campaigns like your open rate, click rate, and stuff. So what you can actually do is send a campaign to those your top engaged contacts, and then maybe wait a couple of hours and so you see a really, really high open rate. And then you can actually send that campaign to those less engaged. And because you have that such a great open rate, it’s offsetting that bad open rate or that real mediocre one. So that’s a way that people recommend. So you can still hit that list instead of bringing your overall write down. And that’s definitely the top three ways you can improve the metrics that I mentioned above.
Tanner Larsson 33:18
Cool. So guys, the big ultimate takeaway out of this chat and we can have Jacob back on later to talk more email. But the big takeaway is that you need to be emailing, you need to be doing it, there’s no point building a list and not emailing it, or having customers that are buying your product and not emailing them. Even if you only have one product, they could buy it again, they could buy it as a gift. Or you could partner with other brands and do some affiliate promotions or things like that. There are so many ways to monetize your list. And if you’re not doing it, you’re leaving so much money on the table plus the fact that the way we’re seeing the industry change and transform and post COVID and I mean, I guess we’re still kind of in COVID but you know what I mean like we’re growing out of it. The brands that are not leveraging the proper business foundation and business elements that they need to succeed as a front end and a back end to the business front end is traffic acquisition and initial sale. back end is repeat purchases and lifetime customer value. The number one thing for LTV and repeat purchases is email. There are other ways to do it as well but the number one thing is email. So if you’re not using it then how can you have repeat purchase and LTV at any realistic level? You can’t, so you’re not using it you need to and I guess one of our favorite sayings is that only don’t do it if you hate money, right?
Tanner Larsson 34:46
So, with that, guys, we’re gonna wrap this up. If you like this thing, make sure you’re subscribed. Okay, you like our podcasts like our show, make sure you’re subscribed on both audio and over on the YouTube channel because this is a video podcast as well. To get the links to go to BuildGrowScale. com forward slash podcasts we also have the show notes available there for you. And then again, leave us a review. Leave us a comment. Let us know what you think. Give us ideas for future episodes, guests you’d like to see on whatever. Let us know what you think this show is for you. And Jacob. Thanks for being here, bro.
Jacob Thomson 35:18
Thanks for having me, Tanner. It’s always a pleasure, brother.
Tanner Larsson 35:21
Absolutely. All right, guys. We will see it in the next episode. Ciao.
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?