Website Optimization Tips

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.

I Audited 300 Business Websites in 2024 Here’s a 9-step Framework to Fix the Most Common Website Mistakes: 1. Clarify Your Value Proposition ↳ Visitors decide in 5 seconds if they’ll stay. Is your value clear on your homepage? 2. Simplify Navigation ↳ Confusing menus kill conversions. Make navigation simple and intuitive to guide users where you want them. 3. Optimize for Mobile ↳ 70%+ of traffic comes from mobile. If your site isn’t mobile-friendly, you’re losing leads. 4. Speed Matters ↳ A 1-second delay in load time can reduce conversions by 7%. Compress images and optimize scripts for lightning-fast speed. 5. Clear Call-to-Actions (CTAs) ↳ Don’t make visitors guess what to do next. Use CTAs like “Book a Call” or “Download Your Free Guide” to drive action. 6. Focus on Buyer Intent Keywords ↳ Your content should align with what your target audience is searching for. No fluff—solve their problems. 7.Leverage Social Proof ↳ Add testimonials, case studies, and trust badges to show credibility and increase conversions. 8. Enhance Visual Hierarchy ↳ Use headings, subheadings, and bolded text to make scanning effortless. Visitors don’t read—they scan. 9. Track, Test & Improve ↳ Use tools like Google Analytics to track behavior. Continuously A/B test elements like CTAs, headlines, and layouts to improve performance. Your website isn’t just a digital brochure—it’s your best salesperson. Fix these 9 issues, and you’ll turn more visitors into buyers. Which mistake do you see most often? Let me know in the comments. PS: Want us to audit your website and share actionable insights? DM me "Audit", and I’ll show you how I can help.

I have friends who charge $5k+ per month for email marketing. Today, I'm gonna give you their top secrets for free. Here are 10 of them: 1. Your popup isn't converting because nobody wants what you're offering. Stop asking for emails in exchange for "exclusive updates." Offer something valuable - a discount, free shipping, or a digital guide they actually want. 2. Most brands blast their entire email list and wonder why they end up in spam. Segment your list and only email engaged subscribers. Your deliverability will thank you, and so will your revenue. 3. Your abandoned cart emails are probably boring AF. Don't just remind them about their cart - address why they didn't buy. Include reviews, highlight your return policy, or showcase the product in action. 4. Everyone obsesses over subject lines, but your "From Name" matters more. People open emails from people, not brands. Test using a founder's name or "Sarah from [Brand Name]" instead of just your company name. 5. Stop setting up 14 different email flows for every possible scenario. Focus on the essentials first: Welcome, Abandoned Cart, Post-Purchase, and Browse Abandonment. Get these right before you get fancy. 6. Your emails should be scannable in 5 seconds. Use short paragraphs, bullet points, emojis, and plenty of white space. Nobody's reading your novel-length product descriptions. 7. Don't hide your unsubscribe link or make it hard to find. Google's new requirements demand it, and frustrated subscribers will mark you as spam instead of unsubscribing properly. 8. Include customer photos and reviews in your emails, not just professional product shots. Real people using your products builds way more trust than your staged photography. 9. Send a customer survey asking "How did you hear about us?" to every new buyer. This data is pure gold for understanding which channels actually drive customers (not just clicks). 10. Test your emails across different devices and email providers before hitting send. What looks perfect in Gmail might be broken in Outlook. Always send test emails to yourself first. The key to effective email marketing is about starting with the basics and testing everything. The brands making serious money from email aren't doing anything magical - they're just doing the fundamentals really, really well.

We analyzed what happens when brands treat their website like a physical store. The results shocked us. Imagine this: You walk into a store. Before you can even look around, an employee blocks your path demanding your email for a 10% discount. You'd leave immediately, right? Yet this is exactly what most websites do with pop-ups. I've seen this "desperate email collection" strategy backfire spectacularly for clients. Here's why: ↳ The Anchoring Problem That pop-up becomes the first impression. Everything else gets judged against that intrusive moment. ↳ The Trust Erosion When you ask for commitment before providing value, you signal that your needs matter more than theirs. ↳ The Data Deception Those email addresses? Often junk accounts used specifically for discounts. You're paying to send emails no one reads. After working with companies like Nike, Adobe, and Xerox for over a decade, we've learned something crucial: ↳ The brands with the highest email engagement rates don't beg for addresses. They earn them. Instead of pop-ups, they focus on removing friction from the actual shopping experience.... Better navigation. Clearer product information. Faster checkout. Your website isn't a just marketing channel. It's best as a sales channel. Stop treating visitors like interruptions and start treating them like the customers they came to your website to be.

Case Study. Must read. Fixing Gmail deliverability isn’t as simple as changing your IP or switching platforms. In one real case: A brand moved to a dedicated IP on their ESP’s advice, hoping it would fix domain reputation issues. Warm-up was done correctly. SPF, DKIM, and DMARC were all passing. But Gmail Postmaster reputation dropped to "bad" and stayed there Gmail inbox placement went to 0%. CTRs were around 0.2%, and nothing improved. The core issue wasn't technical. It was behavioral. Their student emails were opt-in. But corporate emails came from purchased ZoomInfo lists. Gmail picked up on this and punished the entire domain. Changing IPs just exposed the issue faster. Their suppression logic also made things worse: 1. Users were suppressed only after 10 sends with no clicks 2. That means 10 chances to hurt domain reputation 3. Engagement-based filtering is strict 4. If people don’t interact, Gmail assumes your content is unwanted Technical setup wasn't perfect either: 1. Their signup API lacked rate limits 2. Bots were likely abusing the form 3. This led to emails being sent to fake or unverified addresses More bad signals sent to Gmail A "0% spam complaint rate" looked good on paper, but it was misleading. If no one sees your email in the inbox, they can’t complain. That’s a sign your emails are already deep in spam. Should you ever change IPs? Yes, if recommended by an experienced deliverability expert because the IPs are burnt and beyond recovery anytime soon. But only after identifying and fixing the root cause. Changing IPs without fixing your behavior is just a temporary patch What can actually help? Along with all other best practices, 1. Stop mailing Gmail users for a while. 2. Start fresh with small, high-quality segments. 3. Promote your email content on your website or social media to drive awareness. Good deliverability doesn’t come from tools or IPs. It comes from permission, relevance, and engagement. I have seen a lot of marketers with no optin lists but with content relevance and positive engagement they are doing great. If Gmail doesn’t see real interest in your emails, nothing else will matter. Happy to chat if you're navigating a similar situation. #email #emailmarketing

I've run hundreds of email account audits, and I always see the same mistakes. Here are the "5 Deadly Sins" that are killing your email performance – and how to fix them. MISTAKE #1: TOO MUCH EMAIL VOLUME When it comes to email marketing, engagement is far more important than list size. Sending too many emails can overwhelm your subscribers, leading to lower engagement rates, increased unsubscribes, and damage to your sender reputation. This turns into a “boy who cried wolf” scenario, where too much volume results in your messages getting ignored or sent to SPAM. THE FIX: Focus on quality over quantity. Prioritize sending valuable content at a steady cadence rather than hitting an arbitrary volume target. MISTAKE #2: NOT SEGMENTING YOUR AUDIENCE If you’re still sending “email blasts” in 2024, you’re gonna have a bad time. Sending the same email to your entire list without considering a subscriber’s unique needs or interests is a recipe for terrible engagements, sales, and unsubscribe rates. THE FIX: Segment your list based on demographics,interests, or behaviors. Send hyper-personalized content to maximize relevance and improve conversion rates. MISTAKE #3: WEAK OR MISLEADING SUBJECT LINES Using vague, spammy, or clickbaity subject lines is an absolute no-no. If your subject line is unclear, it’s not getting opened. If it makes a promise that your content doesn’t deliver on, your subscribers will lose trust, killing your future engagement metrics. THE FIX: Craft subject lines that are both clear and compelling. Set expectations for what’s inside and make sure the email content follows through on that claim. MISTAKE #4: IGNORING MOBILE OPTIMIZATION Current estimates suggest that around 60% of website visits take place on mobile devices. Similarly, studies have shown that around 40-60% of email opens happen on mobile. So, why do so many brands invest thousands in mobile optimization for their SITE, and almost nothing in optimizing their EMAILS? THE FIX: Use responsive email templates that adjust to any screen size, and always test how your emails look on mobile before sending. MISTAKE #5: FAILING TO ANALYZE PERFORMANCE For many brands, email marketing is an item on a to-do list that just needs checked off. If you’re not running a post-send analysis to determine what’s working and what’s not, you are absolutely leaving money on the table. THE FIX: Analyze your email marketing metrics on a monthly basis to understand what’s working and use that to drive further experimentation and optimization. I see these mistakes in every single account I audit – and it KILLS me. Get these low cost, high impact opportunities dialed in and you’ll dramatically improve your results.

If you’re still sending email from an onmicrosoft.com address, Microsoft is tightening the rules. This matters because your messages could start getting throttled or blocked, which means invoices, password resets, and customer updates might never arrive. Microsoft’s goal is to stop spammers who spin up fresh tenants and abuse the shared onmicrosoft.com domain. But the side effect is real organizations will see lower deliverability and limits on bulk or automated sends until they move to a proper, verified domain. What’s changing? Microsoft is putting sending limits and stricter checks on any email that leaves an onmicrosoft.com address. Because it’s a shared domain used by millions, one bad actor can hurt the reputation for everyone. The fix is simple but urgent: switch to your own branded domain and set up modern email authentication (SPF, DKIM, and DMARC). That tells receiving mail systems, “Yes, this is really us,” and helps keep your mail out of spam and off block lists. What should you do now? Audit where onmicrosoft.com shows up—service accounts, no-reply inboxes, ticketing tools, scanners, CRM alerts, and scripts. Register or connect your custom domain, add the DNS records, and rotate apps and automations over to the new addresses. Test mail flow, watch for bounce backs, and update address books, forms, and templates. Train your team so they know which sender addresses are approved going forward. A little cleanup today will save a lot of missed messages tomorrow. #Microsoft365 #EmailSecurity #ITAdmin #ChangeYourPassword Follow me for regular updates on Microsoft 365 changes, security tips, and clean-up checklists that keep your org’s email flowing.

Most focus on copy, list building, and tech stack. But none of that matters if your emails never reach the inbox. Bad data kills deliverability. High bounce rates get you flagged as spam. Your emails never reach decision-makers. The fix? Clean your list before you send. • Verify domains - ensure the company email is active and in use. • Monitor bounce rates - anything over 2% signals a major problem. • Use multiple senders - rotate domains and warm them up properly. • Run email validation tools - weed out invalid, inactive, and risky emails. Outbound is already a numbers game. Don’t make it harder by sending to bad data. Use one of these tools to fix your deliverability: LeadMagic Prospeo.io ZeroBounce MillionVerifier Woodpecker.co x Bouncer BounceBan (Verify risky emails without sending messages) What would you add to the list?

You can’t afford to ignore conversion rate optimization. In a time of shrinking margins, CRO is the best lever to pull, but I see it ignored and misunderstood repeatedly. If you want to be a marketer who can combat tariffs strategically and increase your value, here are some tips: 🛠️ Mobile-first UX audits ➡️ 70% of our traffic is mobile, and many ecommerce brands only work on the desktop version of their website due to our traditional office-based work. You have to think and act like your customer to improve their experience. On a weekly basis, review your website, ads, email, and SMS on mobile, preferably on different phones at different times. 🛠️ Fixing Bugs ➡️ If you are not identifying technical issues and sending potential glitches to your developers, don't expect integrations and platform results to improve. 🛠️ Message/Offer Alignment ➡️ Is your offer messaging consistent throughout your funnel? Does your ad copy align with your website banner, homepage, product page, cart page, and checkout page? Do your pop-ups, flows, and campaign copy all align at the same exact time? Are you simultaneously updating your messaging through all stages of the funnel with your team? We have all seen the winter sales in summer and the Black Friday offers in July. This misalignment does not enhance trust; it creates confusion and skepticism about the company and its products. If you know you can improve user experience and interface to help your ecommerce brand grow, contact me and I would be glad to provide an audit. Hammer your marketing down and crush those tariffs! 🔨

You can spend tons of hours and money finding leads and crafting your outreach message. But if it lands in spam, all your efforts won’t matter. Let me share a story: I was working with a team that had created the perfect campaign. They had great content, engaging subject lines, and a killer call to action. But the results were dismal. Their emails weren't even reaching their prospects. They were frustrated, and rightfully so. "We did everything right, but our emails are landing in spam," they told me. That’s when I learned: I can’t help a team with their sales without first fixing their deliverability. So, I dived deep into understanding the mechanics. Authentication, list hygiene, personalization. It was a steep learning curve, but the results were worth it. Here’s the formula I developed to fix email deliverability: Start with your technical setup: → Authenticate your domain with SPF, DKIM, and DMARC. → Set up your custom tracking domain. → Get unlisted from any email blacklists. Move to managing your campaign: → Keep your sending limit to 50-80 emails per inbox daily. → Use inbox rotation for more volume. → Maintain a 12-minute interval between emails. → Verify email addresses to avoid hard bounces. Warm-up process: → Warm up your email address for 3-5 weeks. → Ramp-up increment: <6 months, 1 email per day. >6 months, 2 emails per day. → Use smart clustering for personalized warm-ups. Don’t forget about your email copy: → Use liquid syntax for customisation. → Avoid spam words. → Add personalisation. → A/B test your approach. Monitoring and adjusting: → Continuously monitor spam rates, blacklists, and bounce rates. → Adjust strategies based on real-time data. This sales team went from struggling to thriving. They saw their emails reach their intended recipients, leading to more engagement and closed deals. Want to learn more? Comment ‘deliverability' below, and I’ll share how lemwarm can help you succeed!