Dual Capture Strategies for Email and SMS Growth

Most brands treat SMS and Email as two separate channels. Big mistake. When you combine them strategically, they amplify each other 👇 1. Use SMS for urgency. Flash sales, low stock, limited drops. Short, direct, time-sensitive. Think reminder not novel. 2. Use Email for storytelling. Deeper education, social proof, and long-form offers. Builds trust + brand equity. Perfect for nurturing subscribers between promotions. 3. Sync campaigns + flows. Example: Cart Abandonment → Email: showcase benefits + reviews. → SMS: quick nudge + direct link to cart. Example: Product Launch → SMS: “It’s live. Don’t miss out.” → Email: full breakdown with images, details, and testimonials. 4. Segment smartly. Don’t hit the same person with SMS + Email at the same time. Stagger sends or use engagement data to decide who gets what. 💡 Pro tip: Let Email do the heavy lifting, and let SMS be the spark that drives urgency. Together, they cover both depth and speed. Result? 👉 Higher CTR 👉 Stronger conversion rates 👉 More revenue per subscriber

SMS marketing is overhyped. Most eCommerce brands try to capture SMS consent at the wrong time because they THINK it does more than it does. The problem is, the way they capture it kills their onsite conversion rates. For those who capture SMS, here is how 90% of businesses do it: They either ask for it at the same time they ask for email, or they ask for it as a second step in the opt-in process. It adds friction, preventing people from seeing the final step on your form When you go from a simple email-only form to asking for SMS in a second step, even with a “No thanks” option, form completion rates drop—hard. Result? Fewer people complete the form. Fewer people see the discount code. Fewer people convert. And your onsite revenue tanks. What To Do Instead Keep your signup form short and simple. Just ask for an email and some zero-party data as a second step. Once someone’s subscribed and they’ve been in your list for 3 days, then ask for SMS consent via a separate form. Here’s how we do it: Create a second form just for SMS. Offer exclusive restocks, launches, or sales. Target only people who subscribed to email 3+ days ago and haven’t opted into SMS yet. Why This Works You preserve your signup conversion rate, deliver the discount code via email, and still grow your SMS list, just with better timing. Now when do I actually like to use SMS? Sales Product launches Restocks That's it. It is worth capturing SMS, it's just a matter of when and what you are willing to trade for it. Don’t trade on site conversion rates for SMS list growth...That’s the trap.

This is the way I approach email marketing today after working with over 100 brands to maximise revenue generation: 1. Email/SMS list growth (Audience) You need to capture as much traffic as possible to your website across all owned channels to scale performance. This requires: 🧲 Sign-up forms for first-time visitors 🧲 Sign-up forms for returning visitors (collect consent across multiple channels) 🧲 SMS consent at checkout 🧲 SMS capture within dedicated tracking pages (like Wonderment) 🧲 SMS incentives for back-in-stock notifications 🧲 Sweepstakes/giveaways/lead ads on social to pool towards master list After you've created a strategy to maximise list growth, move to phase 2. 2. Inbox Placement (distribution) Without a strong sending infrastructure your emails/texts can be routed to spam. 🧲 Set up dedicated sending domain/sub-domain 🧲 Authenticate Email (SPF, DKIM, DMARC) 🧲 Decide on shared VS dedicated IP 🧲 Set up ongoing monitoring (Google Postmaster/Inbox Monster) 🧲 Decided on toll-free or dedicated short code for SMS 🧲 Ensure compliance is up-to-date across website policy We're then ready to move to phase 3 and start the fun stuff. 3. Clicks, responses, opens (engagement) Focus on getting all of these strong and revenue will follow. 🧲 Email/SMS automation strategy 🧲 Regular Email/SMS campaign cadence 🧲 Auxilliary retention channels for winback campaigns (i.e. Direct Mail) 🧲 Constant ideation on what drives a positive customer experience in your communication ... Nail all these 3 in this order and improvement will be infinite as long as traffic through the top-of-the-funnel remains solid. #emailmarketing #klaviyo #ecommerce

Over the last 3 years, we’ve helped generate $100M+ across email & SMS for our $5M+/yr eCom clients. We don’t have a trump card. There isn’t “one thing” we do for our clients that has allowed us to generate this much. Instead, it’s a series of small things that’ve compounded over time. Here are 4x small things we do for our $5M-$50M/yr clients that make the most difference: 1. Testing new popups every 3 months Popups = capture customer’s email when they click on your website. We test new popups for our clients every quarter & we measure for 2x things:  - Signup rate to conversion (people that turn into buyers).  - Amount of zero party data gathered (personal info about customers). We avoid the gimmicky tactics like spin the wheel & giveaways to grow our client’s lists. They just attract freebie-seekers & non buyers. None of which are likely to turn into customers & instead will increase our ESP bill. Examples of new popup offers we test for clients:  - 10% off  - $x off with minimum purchase  - Free gift with purchase  - Free samples  - Free shipping 2. Setting up & monitoring core flows Get your core flows set up & firing as soon as possible. Ideally - you’re using zero party data from the popup to make them personal to your customers. Base flows to set up asap:  - Welcome  - Abandoned checkout  - Abandoned cart  - Replenishment  - Site abandoned  - Winback  - Post purchase Simple but so many $5M/yr half-do these flows or don’t do them at all. You’d be surprised at how many “big” brands I audit that don’t have these setup. Similar to popups, you want to be reviewing these flows every 2-3 months. Improve & monitor them regularly by:  - Personalizing the flows as you learn more about customers  - Testing frequency & volume of each flow  - Testing new visuals & copy 3. Send different email campaign styles. At minimum, send 1x-2x new campaigns per week to your list. Don’t just send sales emails - this will fatigue your list. Mix up your campaigns with:  - Informational emails  - Educational emails  - Social proof & customer reviews  - Unpacking the product (ingredients & use cases)  - UGC style emails We plan these 3x in advance for our clients. 4. Split testing Popup: → Test different offers → Test new design & copy → Test new data collection questions Flows:  → Focus on the flows with the most traffic flowing through them → This being the welcome flow & abandoned checkout flow → Focus less on testing flows with less traffic (winback flows etc) Campaigns: → Test new copy → Test design vs plain test → Test different sending frequencies Point being to collect as much data as possible so you know what to scale. Did I miss anything?