Improve Website and Email Effectiveness

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.

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.

As someone who has driven over $22M in email revenue, I've had the opportunity to analyze and optimize countless email campaigns. Metrics are the key to understanding what's working and what needs improvement. Let's dive into the critical metrics and how to leverage them for better performance 👉 🌟 Open Rates - This is your first impression metric. A good open rate indicates that your subject lines and preview text are enticing. To improve, experiment with personalization, emojis, and urgency. Track the time of day and day of the week that work best for your audience. 📈 Click Rates - Click rate shows the percentage of people who clicked on a link within your email after opening it. It’s a strong indicator of how compelling your content and CTAs are. To boost click rates, focus on creating clear, actionable buttons, and A/B test different copy and design elements. 💼 Conversion Rates - The ultimate metric! Conversion rate measures the percentage of recipients who completed a desired action, such as making a purchase. This is where the true value of your email marketing is realized. Improve conversion rates by ensuring your landing pages are aligned with your email content and providing a seamless user experience. 🚫 Bounce Rates - A high bounce rate can indicate issues with your email list quality. Monitor and maintain your list regularly by removing invalid or unengaged email addresses. This helps in maintaining a good sender reputation and improves overall deliverability. ❌ Unsubscribe Rates - While unsubscribes are inevitable, tracking this metric can provide insights into how your content resonates with your audience. A sudden spike could signal that your emails are too frequent or not relevant. Use this data to refine your content strategy. 📊 List Growth Rate - It's not just about keeping your current subscribers; growing your list is equally important. Track your list growth rate to ensure you're continually adding new potential customers. Utilize sign-up forms, lead magnets, and social media to attract new subscribers. 💰 ROI Calculation - Ultimately, your email marketing efforts should be contributing to your bottom line. Calculate the ROI of your campaigns by comparing the revenue generated against the costs. This will help you understand the financial impact and justify your marketing spend. Pro Tips: 🎯 Segmentation & Targeting - Segment your audience based on behavior, demographics, or past purchases to send more relevant content. This can significantly improve all your key metrics. 🧩 Personalization - Beyond using first names, personalize content based on user preferences and past interactions. This increases engagement and loyalty. 🔄 Regular Testing & Optimization - Continuously test different elements of your emails, from subject lines to content layout, to find what resonates best with your audience.

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'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.

Poor email deliverability creates an invisible wall between you and your customers. We see this scenario play out too often: → A marketing team creates amazing content → The brand sends it out → Emails go to spam or bounce → Sales opportunities vanish That’s why you *must* make email deliverability your top priority. Here’s how: ↓ 1. Track key metrics daily Leverage your ESP to monitor: → Unsubscribe rates → Bounces → Domain health When numbers spike, find out why— Was it a specific campaign? A particular segment? Pinpoint the issue and fix it. 2. Segment strategically Ditch the “one size fits all” approach— Break your list into targeted groups: → New subscribers → Frequent buyers → People who browse but don’t buy → Fans of certain products → Engagement tracks based on varying levels of engagement …then write emails that fit each one. A skincare brand we work with split their list by skin type— Oily skin folks got different product recs than dry skin types… …and opens jumped 25% in just one month. 3. Keep your list clean Get rid of… → People who never open emails → Emails that bounce → Inactive contacts A small, engaged list beats a big, quiet one— This helps you avoid the dreaded Gmail promotions tab (once you get in, it’s hard to get out!). 4. Make it personal Use what you know about each subscriber to… → Recommend products they’ll like → Send emails when they’re likely to read → Create content based on their likes and needs Make your emails feel like they’re just for them. These elements work together: → Segmentation boosts relevance → Monitoring catches issues early → A clean list helps emails get through → Personal touches keep people reading The goal isn't more emails— It’s *better* emails that actually get in the hands of consumers when they are most likely to buy Quality content + the right consumers + engaged readers… …that's the formula for turning emails into revenue.

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.

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! 🔨