Strategies For Driving Traffic To Your Online Store Via Email

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

🎯 Countdown to BFCM: Here's Your Expert-Level Email Marketing Playbook! 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝟭: 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗞𝗶𝗰𝗸𝗼𝗳𝗳 • Outline your BFCM goals. Are you looking to boost revenue, clear out inventory, or attract new customers? This will guide your entire campaign. • Audit your current email flows. Are they optimized for the upcoming traffic surge? Start tweaking them now. 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝟳: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 • Dive deep into your data. Identify your VIPs, lapsed customers, first-time buyers, and holiday shoppers. • Create custom segments in Klaviyo based on purchase behavior, engagement, and preferences. The more personalized, the better. 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝟭𝟰: 𝗗𝗲𝘀𝗶𝗴𝗻 𝗮𝗻𝗱 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻 • Start building your email templates. Incorporate personalized elements with tools like Grid & Pixel to stand out in crowded inboxes. • Develop your content calendar, mapping out key messages, product features, and offers. Ensure every email has a clear CTA. 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝟮𝟭: 𝗪𝗮𝗿𝗺-𝗨𝗽 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 • Launch re-engagement campaigns for dormant subscribers. Start warming them up with value-driven content to increase deliverability. • Begin testing subject lines, visuals, and layouts. Use these insights to refine your BFCM campaigns. 𝗢𝗰𝘁𝗼𝗯𝗲𝗿 𝟭: 𝗘𝗮𝗿𝗹𝘆 𝗔𝗰𝗰𝗲𝘀𝘀 𝗟𝗮𝘂𝗻𝗰𝗵 • Reward your VIPs with early access to your BFCM deals. It’s a great way to drive early sales and create buzz. • Set up your Klaviyo flows to trigger based on user behavior—abandoned carts, product views, or browsing history. 𝗢𝗰𝘁𝗼𝗯𝗲𝗿 𝟭𝟱: 𝗧𝗲𝗮𝘀𝗲 𝗬𝗼𝘂𝗿 𝗢𝗳𝗳𝗲𝗿𝘀 • Start teasing your BFCM offers through your emails. Build anticipation with countdown timers and sneak peeks. • Segment your audience further based on engagement with your teaser emails. Prepare targeted follow-ups. 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟭: 𝗙𝗶𝗻𝗮𝗹 𝗣𝗿𝗲𝗽 𝗮𝗻𝗱 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 • Double-check your flows, triggers, and segmentations. Everything should be automated and ready to roll. • Test your emails across devices to ensure a seamless experience for every subscriber. 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟭𝟱: 𝗧𝗵𝗲 𝗕𝗶𝗴 𝗣𝘂𝘀𝗵 • Launch your BFCM campaign with a bang. Send out your first wave of emails highlighting the biggest deals and must-have products. • Monitor performance closely. Adjust your messaging or offers in real-time based on what’s resonating. 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟮𝟮-𝟮𝟰: 𝗕𝗙𝗖𝗠 𝗪𝗲𝗲𝗸𝗲𝗻𝗱 • Keep the momentum going. Send timely reminders to segments that haven’t yet engaged or purchased.  • Use dynamic content to showcase remaining inventory or exclusive last-minute deals. 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟮𝟱: 𝗣𝗼𝘀𝘁-𝗕𝗙𝗖𝗠 𝗙𝗼𝗹𝗹𝗼𝘄-𝗨𝗽 • Don’t go silent after the event. Send a thank-you email and a post-purchase series to build long-term loyalty. • Analyze the results. What worked? What didn’t? Use these insights to refine your strategy for next year.

Opening your email is one thing. But clicking through? That’s what shows real interest. As an e-commerce business owner, you need to know your email click-through rate. This calculates how many people who open your emails actually click your links. It's simple: (Total Clicks / Total Emails Delivered) x 100 If 100 people opened your email and 10 clicked a link, your click-through rate is 10%. Getting more clicks boosts sales. The more people click your links, the more traffic you drive to your website, and the more opportunities you have to convert them into buyers. So, how can you increase your email CTR and boost your sales? Here are 5 steps to take: - 𝐒𝐞𝐠𝐦𝐞𝐧𝐭 𝐲𝐨𝐮𝐫 𝐥𝐢𝐬𝐭. Not all your subscribers are the same. They have different interests, preferences, and behaviors. By segmenting your list based on these criteria, you can send more personalized and targeted emails that resonate with each segment. This will increase your relevance and your CTR. - 𝐖𝐫𝐢𝐭𝐞 𝐜𝐚𝐭𝐜𝐡𝐲 𝐬𝐮𝐛𝐣𝐞𝐜𝐭 𝐥𝐢𝐧𝐞𝐬. Your subject line is the first thing your subscribers see when they receive your email. Use curiosity, urgency, benefits, or emotions to craft subject lines that stand out in the inbox and compel your subscribers to click. - 𝐔𝐬𝐞 𝐜𝐥𝐞𝐚𝐫 𝐚𝐧𝐝 𝐜𝐨𝐦𝐩𝐞𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐥𝐥𝐬 𝐭𝐨 𝐚𝐜𝐭𝐢𝐨𝐧. Your CTA is the most important part of your email. It tells your subscribers what you want them to do next and why they should do it. Your CTA should be clear, concise, and visible. Use action words, colors, and buttons to make your CTA stand out and motivate your subscribers to click. - 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐞 𝐲𝐨𝐮𝐫 𝐞𝐦𝐚𝐢𝐥 𝐝𝐞𝐬𝐢𝐠𝐧. Your email design affects how your subscribers perceive and interact with your email. Use images, videos, and graphics to enhance your message and appeal to your subscribers’ senses. Use white space, headings, and bullet points to break up your text and make it scannable. - 𝐓𝐞𝐬𝐭 𝐚𝐧𝐝 𝐚𝐧𝐚𝐥𝐲𝐳𝐞 𝐲𝐨𝐮𝐫 𝐞𝐦𝐚𝐢𝐥𝐬. The only way to know what works and what doesn’t work for your email campaigns is to test and analyze your results. You can also use A/B testing to compare different versions of your emails and see which one gets more clicks. Don’t miss this opportunity to grow your e-commerce business with email marketing. Do it right and you can create effective emails that drive more traffic and conversions.

BFCM is a make-or-break moment for ecom brands. Don't shoot yourself in the foot by overcomplicating your email strategy. Here's how to simplify your approach so you can execute with confidence: 1. Analyze Past Performance Look at last year's data to see which products, promotions, and channels drove the most sales. Focus on metrics like revenue per recipient, conversion rate, and take rates on things like cross-sells or upsells. 2. Choose Your Hero Offer(s) Take a moment before you default to discounting –– that's what EVERYONE else will do. Consider options like free gift with purchase, contests/giveaways, or new product bundles. Customers expect great prices, but you can still give them an amazing deal without killing your margins. 3. Clean Your Lists Remove invalid emails and start re-engagement campaigns for inactive subscribers NOW to maximize deliverability. You're about to bring in a ton of new subscribers, so it's perfectly fine to prune your list heading into gifting season. 4. Create Strategic Segments Focus on curating lists of highly engaged subscribers, VIPs, and recent or repeat purchasers. These are your money makers. You can also create interest-based segments and send tailored messages to them to boost your conversion rate. Pro Tip: Give your subscribers the option to "snooze" email until after your BFCM campaign is over to lower your unsubscribe rate during this high volume period. 5. Nail Down Your Creative & Cadence Map out your message cadence, by segment, and build a promo calendar. Use that to draft attention-grabbing subject lines, design supporting graphics, and personalize content for different segments. 6. Go Omni-Channel Think about how you can supplement your email efforts with SMS, paid ads, social media, and mobile app strategies. Getting multiple channels to work together in harmony will dramatically improve your results. 7. Prepare For Life "Post BFCM" For many brands, their BFCM campaign is a "one and done" experience. But your long-term success hinges on your ability to turn those one-time buyers into repeat purchasers. Retention strategies like founder thank you's, "gift it again" messages, restock reminders, and loyalty programs are great ways to keep momentum going. Remember, the goal isn't just to boost sales for a weekend - it's to create experiences that turn one-time holiday shoppers into loyal, year-round customers. Don't let the pressure of the season lead you to overthink things. Start implementing these tactics now, and you'll be well-positioned for your most successful BFCM ever.