I've generated $4M+ in ecommerce email sales.
Here are the top mistakes I see most brands making:
Here are the top mistakes I see most brands making:
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1. Suboptimal popup conversion rate
This is the most important bc the size of your list determines how much revenue you will make more than any other factor.
A suboptimal CVR is generally due to a) not doing enough AB testing or b) AB testing the wrong variables.
This is the most important bc the size of your list determines how much revenue you will make more than any other factor.
A suboptimal CVR is generally due to a) not doing enough AB testing or b) AB testing the wrong variables.
What you want to do here is test the popup form variables in this order:
Offer > Targeting > Design
Different offers you can test:
a. % off
b. $ off
c. free gift w purchase
Offer > Targeting > Design
Different offers you can test:
a. % off
b. $ off
c. free gift w purchase
2. Missing / suboptimal flows
Most brands I get on a call with tell me that they have the standard flows already setup, then I'll check out their account and it turns out that they only have the Welcome flow & Abandoned Cart.
Most brands I get on a call with tell me that they have the standard flows already setup, then I'll check out their account and it turns out that they only have the Welcome flow & Abandoned Cart.
This is far from complete - you're still missing Site Abandonment, Post Purchase, Customer Winback, Sunset etc.
And then the flows they do have are usually too short, the actual content is not good, flow filters are off etc.
All important things to be aware of
And then the flows they do have are usually too short, the actual content is not good, flow filters are off etc.
All important things to be aware of
3. Too salesy overall, not enough value-based content
Most brands send only product/sales based emails.
Which will cause your subscribes to stop opening your emails as it becomes very predictable, boring & annoying.
Most brands send only product/sales based emails.
Which will cause your subscribes to stop opening your emails as it becomes very predictable, boring & annoying.
Best strategy I've seen is sending a good mix of value-based content & sales based.
Good content campaign angles:
a. Debunking a popular myth in the industry
b. How is it made
c. Before & after shots
d. Customer reviews
e. Press mentions
f. Ingredients
g. Educational content
Good content campaign angles:
a. Debunking a popular myth in the industry
b. How is it made
c. Before & after shots
d. Customer reviews
e. Press mentions
f. Ingredients
g. Educational content
Overall, the top mistakes I see ecom brands making usually come down to:
1. Suboptimal popup conversion rate, little to no AB testing
2. Missing / suboptimal flows
3. Too salesy overall, not enough value-based content
1. Suboptimal popup conversion rate, little to no AB testing
2. Missing / suboptimal flows
3. Too salesy overall, not enough value-based content
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