June 5, 2024 • 52 mins
Here we dive into the critical role of email marketing for e-commerce businesses. We talk about the importance of personalizing subject lines, segmenting email lists, and the effectiveness of automated email flows like welcome series and abandoned cart sequences in boosting engagement and conversions. The conversation covers practical tips on using analytics dashboards, the significance of capturing email addresses, and strategies for staying compliant with email marketing laws.
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Send us an email at femailsacrossthepond@gmail.com and tell us what you'd like to hear. Want more help with your emails? Follow us on Instagram: Angie: https://www.instagram.com/angiemachado_/ Clara: https://www.instagram.com/claratoombsconsulting/ Download Our Free Resources Get instant access to Angie's Free Email Planning Bundle Get Clara's 14 AI Prompts to Help Transform Your Email Game
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
Welcome to the females across the pond and beyond podcast. Hi, I'm
Clara. Hi, I'm Angie. We're here to share all things
email and beyond. We go through the trials and tribulations of running your own business,
being your own boss, and sending your own email marketing.
As email marketing experts, we're dedicated to helping small businesses
thrive so they can have more freedom in their business. Ready to get
(00:27):
started? Let's dive into the episode.
Hey, everyone. So nice for you to join us. Today we're
going to be talking all about e commerce, email
marketing. We want to focus on those product based
businesses that are using emails to drive
(00:50):
traffic to their site and get those
conversions. But before we dive in, um, I
want to know, Clara, like, what are you watching right now? What's going on in
your world tv wise? Because I don't watch a lot of tv. My
husband has recently been trying to get me to watch more tv,
and I'm always on the fence about it. I don't know.
(01:13):
So what's been. What are you watching? Like, do you have any recommendations for me
right now to, like, get me into tv mode? Yeah. I mean,
this might put you off tv for life, but I think it's brilliant.
I've been watching baby reindeer, which is,
I won't give too much away, but. Baby reindeer, what is that
on? It's on Netflix. Oh, okay. We have Netflix,
(01:36):
so I could check it out. Yeah, I think it's, like, number one in
the UK and the state. Really? Yeah. Is it about
I won't give too much away, but it's about. Oh,
gosh, maybe I am giving too much away. Is it about a baby raindy?
Kind of. It's about stalking, but
(01:56):
it's done in such a way that is like. So
you will end up wanting to binge watch the whole season. Like,
it's so. Well, we'll see. That would be a good test for me because I'm
not a big binge watcher. It's. It's. Yeah,
it's quite. It's quite. There's some tough topics in it, but
it's, like, really well told and the acting is
(02:18):
incredible. So, yeah, I highly recommend that.
Obviously, that's quite intense. So I don't know what is
your husband recommended you watch. He wants us. He's watching fallout right
now, which is on Amazon. I have Amazon, but I haven't
seen that. I have to check that out. What is it? Yeah, it's about,
like, kind of a post aPOC apocalyptic
(02:41):
world where, like, at some point there was a
bunch of atomic bombs dropped, and so a
bunch of people went underground into these fallout shelters.
And so they've been underground for like, hundred, about,
like 200 and something odd years, maybe 276
years, trying to, like, reproduce and, like, grow
(03:03):
crops underground and, you know, until the radiation levels
on the surface of the earth can come back to normal. I guess that's, like,
what they're waiting for. But on the surface of the earth, there
are people. There are a bunch of people who have also made their own,
like, factions or, like, different groups of people.
And because of the radiation, they have, like, high radiation
(03:25):
levels. And I guess some of them are mutated because of the radiation, but I
haven't really got that far into it, so. Oh, wow.
I love anything, like, end of world apocalyptic. Like,
I need to check this out. Fallout, you say? Fallout. It kind of stresses
me out, to be honest. I'm just like, oh,
my gosh, another end of world show. But, yeah,
(03:48):
you know, like zombies end of world. Like, I feel like we've been in this,
like, era for, like, I don't know, ten years now. Yeah, I know
what you mean. Like 28 days later type. Yeah, yeah,
yeah. Walking dead. I mean, that was a series
that. I never watched that actually. You never watched the Walking Dead?
No, I had to stop at some point because it was just
(04:09):
okay. It was just kind of like the same story, in my opinion, over and
over again. But, yeah, yeah, I never watched it. I did watch the
last of us. Did you have that? It's kind of similar, but my husband. Really
wanted me to watch that one too. That was really good. Yeah, I
heard. Yeah, yeah. I feel like, you know, like, during
the winter, it's great to, like, watch all these box sets and,
(04:31):
like, series. You get so into them, and now
it's like I'm actually ready to go outside. Yeah. Oh,
my gosh. Yeah. After all, all that cold.
Um, it's been really nice here in the United States, so really lucky I've
gotten outside. I'm. I've actually started, like, doing a little bit of gardening. I
have a little rose garden on the side of my. Amazing.
(04:53):
Yeah. So I'm slowly building that up. Roses
are expensive, though, so I can't buy
a ton at a time. But just one at a time. We
have one rose bush in the garden and it just grows without me doing anything.
But you'd be shocked. My garden. No, really, my
garden just needs an overhaul. Like a complete rebrand. Like,
(05:15):
it just needs. Someone needs to come in and
just. Yeah. I keep looking at where to start and I can't think
where. So I just need an expert to come in, you know?
Oh, my gosh, I would love to come in and clean up. You're welcome to
come over. Okay. I'm booking the flight
now. No, I would seriously love to. I
(05:38):
love working outside. I love gardening. Like, I don't know, it makes
me, it's been making me tired. I sleep better at night, you know?
Yeah, I do. I know what you mean. I do love growing, like,
things in the garden. And when the garden looks nice, it's
like so lovely to sit outside, especially first thing. I
just think the winter here, we've had so many storms, it's like completely
(06:00):
just killed my garden. But
yeah, it's nice to be outside. I hear you. It's nice to feel the
sun again after so long.
Yeah, well, you know, as the weather warms, we'll
get to be outside more and I think that's also good for like, yeah,
obviously our mental health too. And like, we both work from home
(06:21):
and serving our clients. So getting out of
the home is something that I feel like we have to like,
try and do all the time now. Like, we have to make a point to
like, get outside and go, like, do stuff.
Definitely, definitely. It's so important. And most
of the time we're serving our clients and most of my clients happen
(06:43):
to be e commerce, which is why we're to talk about e
commerce, email marketing in this podcast episode.
So, yeah, let's do this. There's lots of
exciting points around e commerce and I think, you know, it's
a, it's a good time to be in e commerce, but there are some
challenges for sure. I think it'd be great to explore those
(07:05):
today. Yes. Especially in like the
recent year, there's just been a whole new set of challenges,
you know, with deliverability, which we're going to talk about because
I know I'm running up more against more
challenges on deliverability. So we're definitely going to talk about that. We're
going to talk about why prioritize your email list, too.
(07:28):
I think one of the biggest challenges I have
with my clients is kind of switching
their, I don't know, priorities a little bit
when it comes to email marketing, where email marketing a lot of times, I
think is on the back burner when it comes to,
there's no comparison. But when they do compare them to acquisition channels
(07:51):
like ads and SEO and social media, I feel
like those are very much prioritized in the e
commerce space, which totally understandable. We need new leads, we
need eyes on our brand in order to sell to people.
But I do find that emails then kind of get
pushed down the totem pole and set to the side. And that's
(08:13):
how I really got into email marketing, because the company
that I was working for, they didn't care. They didn't care about the
email marketing. They were just kind of, like, putting it to the side. And
so they had no problem being like, Angie, like, just do
whatever you want to do, and.
Which I thought was, like, really interesting, but then also gave me
(08:36):
a huge opportunity to kind of dive deep into e
commerce, email marketing, and that's kind of how I got my start in email
marketing. So, yeah,
I want to know, like, have you found, like, what have you found with your
clients with email marketing and, like, the, you know,
bringing it to their attention of, like, how important it is. Like, have you
(08:59):
had a rough go at it? Like I have. In terms
of, like, e commerce? You mean in terms of getting out there and,
like, focusing on email? Yeah, yeah,
yeah, absolutely. I think social media is
always where people start,
and I completely get that because it is such a
(09:22):
fantastic way to grow your list. Right. In terms of getting
the attention. But we do need to think about
how we get people onto our list. So a lot of my e
commerce clients, they
sell a lot on social media in terms of when they say they sell, they
promote a lot on. Social media, not necessarily sell,
(09:44):
because I know some of mine use the Instagram app to also
shop and all that stuff, too. Exactly,
exactly. And I think there are things being made easier for e
commerce businesses to sell online.
But I think, interestingly, right now, there's just too much
emphasis on social media and not enough on email. I think email
(10:07):
marketing is so undiscovered for so
many ecommerce brands, they feel like it's something, an afterthought that they would
do it late. You know, they kind of think, oh, yeah, I will do that
later once I've established my social media presence.
So it feels like the balance isn't right
between getting on social media but then also growing your
(10:29):
list. Yeah. And I always tell my clients, like,
ideally you would have your email
marketing all set up and ready to convert
those new leads that are, you know, becoming aware of your
brand, because then you can get more
sales, like, say you blow up and go viral. Well, you
(10:51):
know, then once you get, like, more eyes on your profile and
people start clicking around on your website, you can convert
them. So that's why I say, have it all set up, have
it in place so that when you do get big on social media, or as
you're growing on social media, you can capitalize on that growth.
Yeah, it's so important. But there are so many people that
(11:13):
don't have the basics in place and, you know, we talk about
those. Yeah, let's talk about the leaky funnels. So, yeah,
the leaky funnel. What is. What are we talking about? Well, what that
means is that, let's say that you've
managed to get someone from your social media
page, say, Instagram, all the way through to your website.
(11:35):
So you've done an amazing job. But then
once they land on your website, there's nowhere for them to leave their
details, so you've lost the opportunity to
capture their email address, and so they're gone.
They're invincible to you because they're invisible to you because
they haven't identified themselves. So
(11:57):
we talk about the leaky bucket in marketing,
in a sense that there are gaps in your
customer journey where you're losing people. And I don't know if
you found this, angie, but on people's. On your clients websites.
Yeah. It's such a missed opportunity that people don't have
anywhere to capture email addresses. Yeah,
(12:20):
yeah, for sure. I find that a lot that, you know,
when we get onto someone's website, there's
nothing asking for their email. And I think that's because the focus is
typically we want to send them to a product page and we want to try
to make a sale, which is all well and fine, but
when you think about the average website conversion, especially
(12:42):
of a new lead, what is it, like 1%,
2% of people coming to your website?
So what are you doing with the 99% of people that are coming to
the website? If you don't have something that's enticing them to get on your email
list, you've lost them. You don't know if they're going to come
back. There's no way to reconnect with
(13:04):
them. Whereas when you put a pop up form on a
website, giving someone an offer, whether that's a
discount or some sort of freebie or free shipping,
whatever it is, we find that you can get up to an
average of an 11% conversion
on a lead form or a pop up, so you have
(13:26):
a much higher chance of capturing
their email address as opposed to getting a sale. And it doesn't mean
that when they enter their email address that then they're just going to leave your
site. Most likely they're going to exit out of that and then they're going to
keep browsing your site and then go to your product pages.
So, you know, very rarely do we lose them in that
(13:48):
process. But what we're doing is we're making sure that, you know,
we check all of our boxes, get their email address so that
if they do not follow through with a purchase or, you know, they
get distracted and they leave, we have the opportunity
to follow up with them and connect with them, establish a relationship with
them and eventually get a sale from them. Yeah,
(14:10):
absolutely. I mean, it's such a good point about
people arriving on your website, their window shopping.
And remember, regardless of your business, people are at
different stages of the buying process. So
when they land on your website, they may know nothing about
you, they may have seen an ad on social media and they've clicked through
(14:33):
to your website to find out more. At this point, they may
not be ready to buy from you. So the best thing for
them to do, the next best thing after buying a
product is to capture their details because once they're on your
email list, they are then more likely to
convert. Once they start to receive emails from
(14:55):
you, the worst thing you can do is not have anything on
there. Even if you have the most standard pop up
with a discount, it's something. And you can optimize
that. Having nothing should be criminal.
Justin, you're losing. You're leaving money
on the table. You're leaving lots of money on the table. Okay. Yeah.
(15:16):
So, and I do always recommend a pop up.
Like, I think pop ups are just standard these days. As long as you don't
have like a bunch of pop ups. You know,
ads, that's when it's really annoying. But I think
having one pop up, that's offering something,
you always do want to offer something to them in exchange for their email
(15:37):
address. You know, you want to have an even exchange. So
offer them a discount, a promotion, free shipping code,
you know, something that would prompt them to enter their email
address and. Yeah, or if you don't
want to have a pop up, then I always say, like, have a banner. Have
a banner on the front page of your website. That's, I would say
(16:00):
ideally towards the top of your website because
it's so important to get the email address. That's how
important it is to me. So have something noticeable to sign up
and get. And one thing that e commerce
owners, business owners might be worried about is, well, won't it
affect my conversion? I want them to buy a product. Well,
(16:22):
what you can do with most email
CRM platforms is you can delay
the pop up so that it actually only shows once someone
leaves.
So one of the things that is kind of built into a lot of
email platforms is that we can see when someone is about to
(16:44):
leave the page and click on an x, that's when the pop
up is triggered. So if someone isn't ready to buy from you,
that's when we can send, you know, serve this pop
up so it shows on the page. So for anyone worrying
about, oh, well, won't that affect my
conversion rate? Because people are about to buy. There are
(17:06):
ways around that, really effective ways
to catch those people as they are about to leave your website.
So if you're really serious about growing your
business, this is a really easy thing to
set up. And it's usually within your own email platform that you can
do this or on your website,
(17:27):
your website hosting package. But in
effect, this is such an easy way to grow your list
and to capture those. You're not going to get, let's say
100 people visit your website. You're not going to get all of them
on your list, but you're going to get a proportion of people
that you can stay in touch with and that's all for free because you did
(17:50):
the right thing and set your pop up
correctly. So important. And
then the emails that then we send to people, as far as e
commerce goes, once we get them on their list, typically we want them to go
through a welcome flow. Um, you know,
and a lot of times this welcome flow,
(18:13):
at least in, in my e commerce, for my e commerce clients, the welcome flow
is typically one of the highest, you know, highest profit
flows for us. But typically because we're offering
a discount, right, like a, you know, 15 discount or a free shipping code or
whatever. So then people expect, okay, I get that welcome
email and I get that code and then, you know, people then use it for
(18:35):
sure. So that's also
something to keep in mind with having a pop up or an
incentive is for those people that are ready to
buy. They're more likely to buy if they have that in hand and if you
right away send them that welcome flow.
But kind of like you touched on too, which I think is also really, really
(18:57):
important with the emails that we're sending as e commerce
brands are those nurturing flows that
are also. Or nurturing emails. Sorry, excuse me.
That a welcome flow can also do for you as
you bring people onto your list, which is indoctrinate people into your
brand. You know, like you said, there's gonna be people that this is their
(19:19):
first touch with your brand or they're just getting to know
you and your products. So for those that maybe
don't buy or aren't ready to buy right away, after
you send that initial promo code,
think about what do people need to understand? How do we get
people to know, like and trust us so that they do eventually use that
(19:41):
code and buy from us? So it's really, really important
at the same time to send these nurturing emails
that help your new people get to know you, right?
Yeah, absolutely. I worked last year with
a vegan fashion brand and I think with these types of
businesses, I love to hear, as a
(20:04):
customer of theirs, I love to hear the story behind why
they've created their business because it's actually really
inspiring when you hear the story. But a lot of
brands don't tell the story. So use your welcome sequence as a
way to tell that story. And particularly for e
commerce businesses, it's something that the
(20:26):
temptation just to talk about the product, but why
did you create that product? What's the story behind that product?
What's the mission and the reason why your business exists?
And this applies to service based providers as well.
But we want to highlight that e commerce businesses can
also do this and it works really well, particularly for new
(20:48):
businesses where there's a real purpose behind
the reason why you exist as a business. Right? And
we do know too, for e commerce businesses. People
are shopping around, people are doing their
research more so than ever these days because they can. Right? We have
TikTok, we have Google, we have all of these resources where we
(21:11):
can see customer reviews, where we can really get to know
products and decide for ourselves, is this the product for me? Is
this what I'm looking for? Is this the brand that I want to buy for
from, you know, what are their values? What are their mission? People
are taking into consideration all of these different angles
when it comes to purchasing these days. So you've got to shout to
(21:33):
the rooftops, what makes you different, you know,
and why buy from you? And, you know, maybe
not focus so much on like, just the product
self, but using your brand story like you said,
and using like, your unique take on
your industry or like, the things you know that you're
(21:55):
passionate about, that is what's going to connect new
leads to your brand and your products as opposed to maybe a different
one. So it can be really beneficial in the long term
for you. Absolutely. And, you know, I was just
in terms of then, like, how do we turn that into
really compelling content? Well,
(22:17):
you know, we talked about your story and we talked about
your mission and the purpose behind your business.
But we need to be careful as ecommerce business owners not to go straight
into just promotional. We want to really get that balance
right because it's very easy just to talk about your
products day in, day out, week in, week, week out.
(22:40):
It becomes like wallpaper if you're not careful, because
your customers, your audience, start to
see nothing different from you. It just becomes the
same. So, you know, as an ecommerce business owner, how
do you make the content interesting and engaging,
and how do you drive that engagement so that it's not just about
(23:03):
sales, but it's also about building those
relationships. And there are so many ways you
can do this as an ecommerce business owner. And I think
sometimes there's a misconception that these things are only done for
service based businesses. But actually, as an ecommerce business
owner, you can do many different things through email to drive
(23:25):
engagement. So an example of that might
be you could do a survey, you could find out more about what your
audience wants. So getting interaction through your
email, you could do
behind the scenes. You know, if you're making a product,
particularly for those businesses that handcraft
(23:48):
products themselves, people want to see, well, how do you do it?
Like, what's the step by step? So that could be a really
interesting way to share with your audience how products are made.
There are so many different ways. I don't know, Angie, if you've tried any of
those clients. Oh, yeah, definitely. I think, you know,
also, you know, letters from the CEO, you know,
(24:11):
again, like, you kind of touched on behind the scenes, but also updates,
like, what are we doing? You know, like, what are we, what are we concerned
about right now? Or maybe we're making some changes, or maybe we're
adding new team members to make your customer service experience
a little bit better. Or, you know, people love to be
informed on, like, what's going on in your business.
(24:34):
And they like to know, too, that you're real people and that you're humans
and that, you know, you're running into the same issues that your customers
are. That makes them trust you even more, too.
And, you know, builds that connection that, like, we're just
like you, you know, but we're running a business and, you know, we get
your challenges and we understand what you're going through, and this is how we can
(24:56):
help you. So anything that you can kind of
take in that vein really, really does well, at least
for my ecommerce clients and I think like some other really good, like
nurturing content that can be even easier for you is
if you are like creating videos or reels
or other pieces of content on other
(25:18):
platforms, you can absolute that nurture
people and build a relationship with your audience. You can
absolutely send emails to your list
that say, hey, we made this video on three trends that are
going on, you know, say your home decor in the home decor
industry for 2024. You know, let's check them
(25:40):
out. You can absolutely send an email that then sends them to the video
that you created in order to, again, build
trust and build that connection with your brand. And those are
like really easy emails. If you've created that content blogs, you know,
repurposing blogs and sending people back to your website to read
the full blog, those, that's also another easy thing that you can do.
(26:03):
Yeah, 100%. And it's even, you know, you might be
launching a new product. And again, it's like the updates on
what's new with you. Like, one of the things that's important
with e commerce is freshness. And
particularly when you're launching something new, you
want to really shout about it. So if you're working fashion or if you
(26:24):
work in any like beauty or any
kind of fast moving products, you want to talk about what's
new. So you might even have an email that's dedicated to just
what's new. But it's also quite nice to know a bit more
about the updates from that, you know, from this particular business because
this really drives engagement and it drives sales as well. Oh, yeah,
(26:47):
absolutely. And what do we know? Engage list
by, you know, how do we keep people
engaged? We send them different content. You know, we send them
helpful content, we send them behind the scenes content. Then maybe we send them a
letter. Then maybe we send them, you know, so I think it, it really also
plays into the idea of switching it up, you know,
(27:08):
keeping your list a little bit on their toes so that like, they see
your email come in their inbox and they're like, oh, what are they up to
now? You know, like, I know that every time I open an email, it's
gonna be something different. I'm gonna get some different information. That's really
attractive. Yeah. And it just shows actually that
people are following you and people do want to hear
(27:30):
from you. And one of the things that this might
feel like if you're listening to this now, it might feel a bit overwhelming in
a sense that, oh, wow, there's so much I need to do and
actually a lot of this can be
automated. So not necessarily the seasonal aspects, particularly
if you're in fashion, but there are aspects of your business
(27:52):
and your email marketing that you can
automate. Should we talk more about that? Gosh, yeah. And
yeah. So if you're sending, we talked a little bit about the
welcome flow, right? So obviously automating a
welcome sequence for people coming onto your list,
but there are a few other foundational
(28:14):
flows that you can set up to not only touch base
with people who are already on your website, but
also capitalizes on those one off
email blasts or email sends that you are sending to your
list, you know, once a week or whatever it
is. Because obviously when you send people send people an
(28:36):
email and they click, you're going to get a lot of traffic to your
website. So again, we know, you
know, we're going to get so many conversions, right? And then there's going to be
a ton of people that do go to the website and then they
decide, you know, not right now or they get distracted
or whatever it has happened, and then they leave. Well, if
(28:59):
you can have a few more flows set up in
place, you can then automatically
reconnect with those people who were just on your website
who were. So we have like the active on site flow which
is just capturing or following up with people who were just
on your website. So who did click over to the email? The email
(29:21):
compelled them in some way, or they just randomly came from
Google. Right. They don't necessarily have to have received an email send,
but who are just on your website. So we can follow up
with them. We can also follow up with people who
are browsing products. So that's called a browse abandonment
flow. You could set it up to send to
(29:44):
people who were looking at maybe a specific product, or you can
kind of generalize it and send it to anyone who was, you know,
browsing any product. It really depends on how specific
and personalized you want to set up those emails. But if you're first setting them
up, just, you can just do a generic one. And then there's also like
the abandoned cart emails, the abandoned checkout
(30:06):
emails. So those are really, really, really hot leads because
those people did put those items in the cart and for
some reason they didn't follow through with the purchase. And it could be a number
of reasons they didn't have the cart on hand. Again, they got distracted or
maybe they were at work and they really shouldn't be buying something and they had
a meeting to go to or something stopped them from
(30:27):
buying. And that turns out to be a
really great flow because people were so
close to buying, and typically people just need that
little extra nudge. So those are a couple of flows that you could just have
in place that have higher conversion rates. They have higher
conversion rates than just like a one off email
(30:49):
send, right. I think an abandoned cart flow can have like
an up to like 7%. I've seen 7% to 10%
conversion rate, which is crazy for an abandoned cart
flow. And they have high open rates and they have high click rates because
they're based on actions that people are taking.
Yeah, absolutely. I think if you are a new
(31:12):
e commerce business owner and you're thinking about what to set up on, what
to automate, we would say, actually that these
flows, even if you do a welcome series and an abandoned
cart flow, you would be in a good place
because those are the highest. Those are the most important,
in my opinion. Exactly. If you set these up correctly, you
(31:33):
will be earning money in your sleep. Now, it's important to note
that obviously, the extent of what you can do depends on the
platform that you're on and the integration with your
website. So, for example, if you're on Klaviyo and Shopify,
they work really well together, but
it's really important to think, well, actually,
(31:57):
what does this actually mean in reality? What does this look like?
Well, if you imagine a shop, a physical shop
that you own, where you're selling products,
the email equivalent is someone walking into your store
and touching your products, wanting to try on
your products, really signaling that they want to
(32:19):
buy, but then they put the product down. Maybe they
need to go and get their partner, or they
basically haven't decided to purchase at that point.
They've given you signals that they're interested, but they haven't
converted. So the email equivalent is
basically contacting those people to say, would you still like to buy the product?
(32:43):
The reason why it's so effective is because these people have
shown intention to buy. So that's why this is
important. So any kind of
other types of emails will obviously work really well. But these
ones we highly encourage you to set up from the start because they
just work automatically and you don't
(33:05):
have to worry about them and they perform super well.
But what I was going to ask you, Angie, is how do we know what's
working, what isn't working? What ways can someone
test? Maybe, you know, what could be working
and what might not be working for them? Say they're not getting the
response rates or the conversion rates. They should be. Yeah. So
(33:27):
different things that you can test are the delays, the timing
delays of these automatic email sends. You know,
depending on your audience. You know, you might have an audience
that like, doesn't mind getting an abandoned cart or
active on site emails like 2 hours later, you know,
as a follow up. And then I've also found that I have audiences
(33:48):
where they're like, whoa, whoa, whoa. Like, I don't want to hear from you
for like 4 hours or I get a better open rate, click rate engagement
with just putting a little bit more time between the emails.
So definitely test the delays of
your email sends if you are not getting high
open rates or high engagement, high click rates. That's another
(34:11):
thing that your email service provider could
possibly give you insight on as well. I know Klaviyo does
are benchmarks in your industry. So you
actually can look in your analytics dashboard to see,
okay, if I am a home decor company, me, what
are other, what is like the median open rate or
(34:33):
click rate of an abandoned cart flow for other home
decor businesses who have a similar size list as
me. And then you can see, okay, am
I doing good? Like, am I on par with, you know,
what I should be seeing those open rates and click rates or is
it lower? But for those of you that don't have the
(34:54):
benchmarks available as far as industry, that's why it's a good
idea to just keep track of the answer. Analytics. So you can see
trends of, you know, is the open rate going down or
is it going up? Same, you know, with the click rate. So
that's how you can, you know, take your data and then, yeah, you can
test, I would also test subject lines, right? I mean,
(35:16):
sometimes subject lines for these automatic
emails can, can make a big difference
because some of them can feel a little bit intrusive. But if you put
the subject line, you know, sometimes, like, I'll put the subject
line as the name of the product. So I'll do like a
tag of, you know, pulling the, the product name
(35:38):
of what they were looking at and just saying like, is in your
cart. And for some reason I get a really high
open rate with that, I think because it feels like it's more like
automatic or like, and it's also personalized to like what they
were looking at. I don't know, like, I just, I just know.
I go with the data. I test different things. I go with data. So
(35:59):
subject lines I find can be, you know, can really,
you know, increase, you know, your engagement, if you can a b
test those. What about you? Have you found anything in
particular? I think I agree with you about subject
lines. I don't think you should ever keep the same subject line for too long.
I think you need to keep it fresh because it's
(36:21):
just good to mix it up a bit. But in terms of other
things to test. So it could just simply be the call to action
position where that is. It could be the colour of it. It could be
whether you include images. Like, there's so many things to test. Yeah.
Letter style, like letter style abandoned cart, as opposed
to like an HTML style. A type of
(36:44):
email. And I agree with you. I think a lot of my
clients ask me, you know, am I doing well against whatever
industry they're in? And I say, especially if you're starting
out, don't get caught up in
comparison. In fact, the only thing you should be looking at is your
own performance. As you say, Angie, I agree because
(37:05):
we want to see an increase in your own performance before you
even start to think about benchmarking. If you're starting
out, we just want to see that improvement. You're going
to know from your own data what's working, what
isn't working. And this is then, like,
it kind of links into like, how big your list is.
(37:28):
And have you actually segmented your list? Have you segmented your
audience in any way?
What's the importance of this, Angie? Like, what would you say is
the reason why we segment? Yeah, we segment because we
know that highly personalized
emails get more engagement. You know, the
(37:50):
more that it makes sense for someone to be receiving
an email or a message from you, the more likely they are
to engage with that email. We find that people
fall off or get unengaged when they are receiving emails
that they kind of feel like, why am I receiving this email? Like, this
doesn't make sense to me. For example, if you
(38:12):
are selling at a local market and you
send an email to your entire list who may be all over
the world that, you know, you're going to be showing up
at this market in New York City for most
of your list, it doesn't make sense for them to receive that email. They
can't go to the market. They can't take advantage of it, you know,
(38:34):
so that's like a case where you would want to just
send that email to people who are within maybe like
a hundred mile or whatever the radius is for you,
that it would make sense to you for those people to come and visit you
at the market. So I always say I feel like
segmenting can feel a little bit overwhelming. People are like, oh, my
(38:56):
gosh, how do I segment? I should be segmenting. Everybody's talking about segmenting.
Everybody says that that gets the highest engagement,
and it does. But I would say to start
off at least, like in working with brands myself, I'm
always segmenting with the question
of who does it make sense to receive this email? And a lot
(39:18):
of times then we start to exclude people
from ascend. So again, if,
you know, if it's local or not local, another
standard segment that I kind of always send to is
engaged 30 days. So whether someone has opened
(39:38):
or clicked on your email in the last 30 days, you
know that they are interested in hearing from you. So if
you are sending, you know, multiple times a week, it doesn't really make
sense to send to people who aren't engaging
with your emails. So that's a really good first step into
segmentation, is just sending, you know, some of
(40:00):
your emails to your, your highly engaged segments.
Absolutely. It's something that if you want to improve your
performance, then looking at your most engaged and sending
them an email can really boost your results.
But also the flip side of this is
(40:21):
who's not engaging and what can you
send them to stop them from
disappearing? So it could be that someone is buying from
you regularly, depending on your product. Maybe they've bought more than once
and they haven't showed up on your website or they haven't
interacted with you in, let's say, six months, you can send them
(40:43):
an email to say, haven't seen you in a
while. Here is an offer. Now, we obviously are
talking about offers today, and not all brands go with offers. Depending on
your, you know, your
brand and whether you are aligned to offers. If you're more of a luxury
brand, you can absolutely still follow up with that person
(41:05):
and maybe offer an exclusive,
you know, come into store or online and have a consultation
type message. But ultimately, what we're trying to do here
is by segmenting, it's essentially grouping
people by common characteristics that we can
then provide tailored messaging
(41:27):
for. So with the people that haven't bought from you in
a while, we can say just to that group,
we haven't seen you in a while, here's an offer, or we haven't seen you
in a while, we invite you in to the store.
There is so much you can do with segmentation. But again, if you're
just starting out, yeah, I mean, we,
(41:50):
we don't want you to get overwhelmed by this. This is more when you started,
you know, to grow your list and you are bigger in the sense
of you have these different audiences. So in the beginning,
if you're literally like 100, 200 people and
it's early days for you, I would just send
everyone and just start to see your data and start to see who's
(42:11):
engaging. I wouldn't worry about segmentation in the early days,
but for bigger brands, definitely look at how you can start
to group your audience into different buckets.
It's such a great opportunity to
really drive more personalized messaging to your
audiences. Yeah, I do find that for one
(42:34):
of my clients, for a little bit, we were just testing
sending different coupons to different
segments, like for people who haven't bought from us, as
opposed to people who have bought from us once and maybe
haven't bought from us a second time, as opposed to who we call our
VIP's who have repeat purchases.
(42:57):
We found that sending a coupon
for a free shipping for dollar 99, that went over
well best with our VIP's.
So our VIP's were more than happy to spend over
the threshold that we had put for $99, which makes
sense. People who are repeat customers, they're more likely to
(43:20):
have higher aovs or to buy more from you and they maybe
won't need as much incentive in order to make a
purchase. But I think what was also special about those emails is
I said specifically, you are getting this email because you are a
VIP. You know, you are a repeat customer. And so we want to thank you
for your business or, you know, whatever the reason is.
(43:42):
And, you know, we want to send you this coupon. So,
yeah, you can, you can test, you know, different offers,
different promos, different discounts. You know, say you're
trying not to eat into your margins too much. Well,
then, you know, and you may know that it's. It's harder to get that first
sale. Well, then maybe you just send that 20% or
(44:05):
that little bit higher discount, 30% discount to a
small segment of new buyers who, you know,
or people who haven't bought yet, who have been active on your site,
who have been engaging with your products. You know, they're, again,
they're giving you signals that they're in. They're interested in buying.
So you can test, you know, different promotions in order
(44:28):
to understand how do you get people to move through
that buyer journey with you?
Yeah, 100%. When I used to work in fashion, I managed the loyalty
program. And one of the things we did
was we segmented our most
valued, we call them our most cherished customers,
(44:50):
and we invited them into head office to have a
whole day with the fabulous, oh, my God, they loved
it. And one of the prizes we gave away was to have a product
named after them, which was, that is so
cool. Yeah. So there's so many creative
ways that you can engage with your vip's and with your lapsed and,
(45:12):
you know, with all your different audiences. It doesn't have to be offers
if that isn't aligned with your brand. But offers are highly,
highly effective for those where it's something you use as part
of your promotional strategy. So
lots of different ways to drive loyalty, lots of ways to drive sales.
(45:32):
What about, though, how we make sure we're
compliant? Angie? Oh, my gosh. Compliancy.
It's like it's the hot topic these days and
rightfully so because we, you know, it is something
that we need to be focusing on because
them, they out in the ethers, those spam bots
(45:55):
are becoming more and more, I guess,
vigilant of spammers, people
trying to scam people and using
marketing emails in order to do so. So
this is where I feel like it's not
as if you're a business owner running your own email marketing. This
(46:17):
is not something that you're going to find a lot of education
on, you know, unless like, you are, you know, in our
industry typically, or you're following one of us or following other
email marketers who are shouting this to the rooftops, you know, make sure you're
compliant. Make sure you're compliant. It can
be, you know, something that kind of falls to the wayside. Again with email
(46:39):
marketing. And yet it is so important because there are laws
when it comes to email marketing. There are certain things that we need to
have in our campaigns in order to stay
compliant. We do need to be making sure
that we are sending to people who have consented to receive
our emails. That is such a big
(47:01):
law. It's a huge in Europe and
Canada. You have to get explicit consent
in order to send marketing emails.
And if not, if you're not following compliance
or you're not watching deliverability, then not only could you
get fined, but you also can, you know, your
(47:24):
reputation in the inbox can suffer and you can, your
emails will then can show
up in the spam folders and the junk folders and then
your subscribers won't see any of your emails and you will not be
able to, you know, sell to them at all.
Yeah. And this is something that isn't a nice to have. This is really
(47:46):
important that we need to make sure we're doing
things properly and we only ever share best practice
tips and tricks here. And this is something that if
you're not following these guidelines, like it's really important you do. And
in fact, angie, I think we should do a whole podcast on
GDPR. Absolutely can spam
(48:08):
because there's been a lot of attention on
big businesses. And so as a small business owner, you might think you're safe, but
actually there's been more
attention now to small business owners. And actually
it's just so important you follow best practice. So we'll do a whole
podcast on this topic because,
(48:30):
yeah, it's too important to ignore. Right. But
I think at the very least, if you're sending, what is it? If you're sending
to more than 5000 contacts a day,
you need to be sending from a dedicated sending domain.
You need to have SPF records set up and
(48:50):
a DMArC record in place. These are just some of the
things. If I'm saying things and you're like. Whoa, whoa, whoa, whoa, whoa.
Don't worry. We're going to give you the low down. And if you're really
concerned and you don't have an opportunity to listen to our
podcast about it, there is a lot of information out there
(49:10):
that we can send to you. You can email us and we'll point you
in the right direction. But yeah, if it's something that you've
never heard of or you just kind of want to do your due
diligence and learn more about, then we definitely
recommend that because we don't want you to,
we don't want you to show up in the spam folder.
(49:33):
So I'm really looking forward to that. Maybe that should be our
next episode. Clara, you know, it's all about
compliance so that we can send people right over to that
one. Yeah, definitely. I think it's just too important to ignore. And
I think if you, if you're not up to speed with this,
then definitely check out this episode
(49:55):
in terms of the, the one we will record on this topic because, yeah, we
want to help you make sure you're doing things properly.
So. But, you know, I think everything that
we've covered here is what we really hope, you know, you take away if
you're an e commerce brand, is that at the very, at the end of the
day, it's important to not have a leaky funnel to capture
(50:17):
leads, capture people who are coming onto your website because we know they're most
likely not going to buy and they need to learn more about
your, your brand. And so emails can definitely deliver
that information to them. So do that have your
automations and those foundational flows that we talked about set up so that you
can be making sales in your sleep and you don't
(50:40):
have to do anything. You don't, you don't have to send email blasts all the
time. You can rely on your welcome flow, on your abandoned cart flows and,
and the other flows that you have set up to to generate passive sales
for you. So definitely do that. Um, send,
you know, and make sure that, you know, you're testing the waters when it comes
to segmentation, you know, and where it makes sense for
(51:02):
you right now. If you're thinking, if you're strategizing your emails and you're like, what
do I have coming up? At the very least, if you have an email
planned, think to yourself, who does this most make sense to send this
email to and start sending to different segments to see how
they react and to also boost your
engagement. So anything else that you want
(51:24):
to highlight? Clara, before we, before we let these listeners
go? No, I think you summed it up really well. I think as ecommerce business
owners, this real opportunity to stand out from the
crowd. I think if you are looking to do an
offer, maybe also try doing something else, because people,
you can become offer blind, but at
(51:46):
the same time, it might be the right time for your business to use an
offer to really boost sales. So there's so much opportunity.
And yeah, hopefully we've sparked some
inspiration for your next email campaign or
flow. Absolutely. Okay. Until next time, you guys. We'll see you
later. Thanks, guys. Bye bye.
(52:09):
You've just listened to females across the pond and beyond podcast with your
hosts, Clara and Angie. If you like our content, don't forget to
subscribe, rate and review us on the platform of your choice. Is
there something you want to hear about for our next episode? Email us
at femalesacrossthepond@gmail.com to let us know.
Until next time.
Welcome to the females across the pond and beyond podcast. Hi, I'm
Clara. Hi, I'm Angie. We're here to share all things
email and beyond. We go through the trials and tribulations of running your own business,
being your own boss, and sending your own email marketing.
As email marketing experts, we're dedicated to helping small businesses
thrive so they can have more freedom in their business. Ready to get
(00:27):
started? Let's dive into the episode.
Hey, everyone. So nice for you to join us. Today we're
going to be talking all about e commerce, email
marketing. We want to focus on those product based
businesses that are using emails to drive
(00:50):
traffic to their site and get those
conversions. But before we dive in, um, I
want to know, Clara, like, what are you watching right now? What's going on in
your world tv wise? Because I don't watch a lot of tv. My
husband has recently been trying to get me to watch more tv,
and I'm always on the fence about it. I don't know.
(01:13):
So what's been. What are you watching? Like, do you have any recommendations for me
right now to, like, get me into tv mode? Yeah. I mean,
this might put you off tv for life, but I think it's brilliant.
I've been watching baby reindeer, which is,
I won't give too much away, but. Baby reindeer, what is that
on? It's on Netflix. Oh, okay. We have Netflix,
(01:36):
so I could check it out. Yeah, I think it's, like, number one in
the UK and the state. Really? Yeah. Is it about
I won't give too much away, but it's about. Oh,
gosh, maybe I am giving too much away. Is it about a baby raindy?
Kind of. It's about stalking, but
(01:56):
it's done in such a way that is like. So
you will end up wanting to binge watch the whole season. Like,
it's so. Well, we'll see. That would be a good test for me because I'm
not a big binge watcher. It's. It's. Yeah,
it's quite. It's quite. There's some tough topics in it, but
it's, like, really well told and the acting is
(02:18):
incredible. So, yeah, I highly recommend that.
Obviously, that's quite intense. So I don't know what is
your husband recommended you watch. He wants us. He's watching fallout right
now, which is on Amazon. I have Amazon, but I haven't
seen that. I have to check that out. What is it? Yeah, it's about,
like, kind of a post aPOC apocalyptic
(02:41):
world where, like, at some point there was a
bunch of atomic bombs dropped, and so a
bunch of people went underground into these fallout shelters.
And so they've been underground for like, hundred, about,
like 200 and something odd years, maybe 276
years, trying to, like, reproduce and, like, grow
(03:03):
crops underground and, you know, until the radiation levels
on the surface of the earth can come back to normal. I guess that's, like,
what they're waiting for. But on the surface of the earth, there
are people. There are a bunch of people who have also made their own,
like, factions or, like, different groups of people.
And because of the radiation, they have, like, high radiation
(03:25):
levels. And I guess some of them are mutated because of the radiation, but I
haven't really got that far into it, so. Oh, wow.
I love anything, like, end of world apocalyptic. Like,
I need to check this out. Fallout, you say? Fallout. It kind of stresses
me out, to be honest. I'm just like, oh,
my gosh, another end of world show. But, yeah,
(03:48):
you know, like zombies end of world. Like, I feel like we've been in this,
like, era for, like, I don't know, ten years now. Yeah, I know
what you mean. Like 28 days later type. Yeah, yeah,
yeah. Walking dead. I mean, that was a series
that. I never watched that actually. You never watched the Walking Dead?
No, I had to stop at some point because it was just
(04:09):
okay. It was just kind of like the same story, in my opinion, over and
over again. But, yeah, yeah, I never watched it. I did watch the
last of us. Did you have that? It's kind of similar, but my husband. Really
wanted me to watch that one too. That was really good. Yeah, I
heard. Yeah, yeah. I feel like, you know, like, during
the winter, it's great to, like, watch all these box sets and,
(04:31):
like, series. You get so into them, and now
it's like I'm actually ready to go outside. Yeah. Oh,
my gosh. Yeah. After all, all that cold.
Um, it's been really nice here in the United States, so really lucky I've
gotten outside. I'm. I've actually started, like, doing a little bit of gardening. I
have a little rose garden on the side of my. Amazing.
(04:53):
Yeah. So I'm slowly building that up. Roses
are expensive, though, so I can't buy
a ton at a time. But just one at a time. We
have one rose bush in the garden and it just grows without me doing anything.
But you'd be shocked. My garden. No, really, my
garden just needs an overhaul. Like a complete rebrand. Like,
(05:15):
it just needs. Someone needs to come in and
just. Yeah. I keep looking at where to start and I can't think
where. So I just need an expert to come in, you know?
Oh, my gosh, I would love to come in and clean up. You're welcome to
come over. Okay. I'm booking the flight
now. No, I would seriously love to. I
(05:38):
love working outside. I love gardening. Like, I don't know, it makes
me, it's been making me tired. I sleep better at night, you know?
Yeah, I do. I know what you mean. I do love growing, like,
things in the garden. And when the garden looks nice, it's
like so lovely to sit outside, especially first thing. I
just think the winter here, we've had so many storms, it's like completely
(06:00):
just killed my garden. But
yeah, it's nice to be outside. I hear you. It's nice to feel the
sun again after so long.
Yeah, well, you know, as the weather warms, we'll
get to be outside more and I think that's also good for like, yeah,
obviously our mental health too. And like, we both work from home
(06:21):
and serving our clients. So getting out of
the home is something that I feel like we have to like,
try and do all the time now. Like, we have to make a point to
like, get outside and go, like, do stuff.
Definitely, definitely. It's so important. And most
of the time we're serving our clients and most of my clients happen
(06:43):
to be e commerce, which is why we're to talk about e
commerce, email marketing in this podcast episode.
So, yeah, let's do this. There's lots of
exciting points around e commerce and I think, you know, it's
a, it's a good time to be in e commerce, but there are some
challenges for sure. I think it'd be great to explore those
(07:05):
today. Yes. Especially in like the
recent year, there's just been a whole new set of challenges,
you know, with deliverability, which we're going to talk about because
I know I'm running up more against more
challenges on deliverability. So we're definitely going to talk about that. We're
going to talk about why prioritize your email list, too.
(07:28):
I think one of the biggest challenges I have
with my clients is kind of switching
their, I don't know, priorities a little bit
when it comes to email marketing, where email marketing a lot of times, I
think is on the back burner when it comes to,
there's no comparison. But when they do compare them to acquisition channels
(07:51):
like ads and SEO and social media, I feel
like those are very much prioritized in the e
commerce space, which totally understandable. We need new leads, we
need eyes on our brand in order to sell to people.
But I do find that emails then kind of get
pushed down the totem pole and set to the side. And that's
(08:13):
how I really got into email marketing, because the company
that I was working for, they didn't care. They didn't care about the
email marketing. They were just kind of, like, putting it to the side. And
so they had no problem being like, Angie, like, just do
whatever you want to do, and.
Which I thought was, like, really interesting, but then also gave me
(08:36):
a huge opportunity to kind of dive deep into e
commerce, email marketing, and that's kind of how I got my start in email
marketing. So, yeah,
I want to know, like, have you found, like, what have you found with your
clients with email marketing and, like, the, you know,
bringing it to their attention of, like, how important it is. Like, have you
(08:59):
had a rough go at it? Like I have. In terms
of, like, e commerce? You mean in terms of getting out there and,
like, focusing on email? Yeah, yeah,
yeah, absolutely. I think social media is
always where people start,
and I completely get that because it is such a
(09:22):
fantastic way to grow your list. Right. In terms of getting
the attention. But we do need to think about
how we get people onto our list. So a lot of my e
commerce clients, they
sell a lot on social media in terms of when they say they sell, they
promote a lot on. Social media, not necessarily sell,
(09:44):
because I know some of mine use the Instagram app to also
shop and all that stuff, too. Exactly,
exactly. And I think there are things being made easier for e
commerce businesses to sell online.
But I think, interestingly, right now, there's just too much
emphasis on social media and not enough on email. I think email
(10:07):
marketing is so undiscovered for so
many ecommerce brands, they feel like it's something, an afterthought that they would
do it late. You know, they kind of think, oh, yeah, I will do that
later once I've established my social media presence.
So it feels like the balance isn't right
between getting on social media but then also growing your
(10:29):
list. Yeah. And I always tell my clients, like,
ideally you would have your email
marketing all set up and ready to convert
those new leads that are, you know, becoming aware of your
brand, because then you can get more
sales, like, say you blow up and go viral. Well, you
(10:51):
know, then once you get, like, more eyes on your profile and
people start clicking around on your website, you can convert
them. So that's why I say, have it all set up, have
it in place so that when you do get big on social media, or as
you're growing on social media, you can capitalize on that growth.
Yeah, it's so important. But there are so many people that
(11:13):
don't have the basics in place and, you know, we talk about
those. Yeah, let's talk about the leaky funnels. So, yeah,
the leaky funnel. What is. What are we talking about? Well, what that
means is that, let's say that you've
managed to get someone from your social media
page, say, Instagram, all the way through to your website.
(11:35):
So you've done an amazing job. But then
once they land on your website, there's nowhere for them to leave their
details, so you've lost the opportunity to
capture their email address, and so they're gone.
They're invincible to you because they're invisible to you because
they haven't identified themselves. So
(11:57):
we talk about the leaky bucket in marketing,
in a sense that there are gaps in your
customer journey where you're losing people. And I don't know if
you found this, angie, but on people's. On your clients websites.
Yeah. It's such a missed opportunity that people don't have
anywhere to capture email addresses. Yeah,
(12:20):
yeah, for sure. I find that a lot that, you know,
when we get onto someone's website, there's
nothing asking for their email. And I think that's because the focus is
typically we want to send them to a product page and we want to try
to make a sale, which is all well and fine, but
when you think about the average website conversion, especially
(12:42):
of a new lead, what is it, like 1%,
2% of people coming to your website?
So what are you doing with the 99% of people that are coming to
the website? If you don't have something that's enticing them to get on your email
list, you've lost them. You don't know if they're going to come
back. There's no way to reconnect with
(13:04):
them. Whereas when you put a pop up form on a
website, giving someone an offer, whether that's a
discount or some sort of freebie or free shipping,
whatever it is, we find that you can get up to an
average of an 11% conversion
on a lead form or a pop up, so you have
(13:26):
a much higher chance of capturing
their email address as opposed to getting a sale. And it doesn't mean
that when they enter their email address that then they're just going to leave your
site. Most likely they're going to exit out of that and then they're going to
keep browsing your site and then go to your product pages.
So, you know, very rarely do we lose them in that
(13:48):
process. But what we're doing is we're making sure that, you know,
we check all of our boxes, get their email address so that
if they do not follow through with a purchase or, you know, they
get distracted and they leave, we have the opportunity
to follow up with them and connect with them, establish a relationship with
them and eventually get a sale from them. Yeah,
(14:10):
absolutely. I mean, it's such a good point about
people arriving on your website, their window shopping.
And remember, regardless of your business, people are at
different stages of the buying process. So
when they land on your website, they may know nothing about
you, they may have seen an ad on social media and they've clicked through
(14:33):
to your website to find out more. At this point, they may
not be ready to buy from you. So the best thing for
them to do, the next best thing after buying a
product is to capture their details because once they're on your
email list, they are then more likely to
convert. Once they start to receive emails from
(14:55):
you, the worst thing you can do is not have anything on
there. Even if you have the most standard pop up
with a discount, it's something. And you can optimize
that. Having nothing should be criminal.
Justin, you're losing. You're leaving money
on the table. You're leaving lots of money on the table. Okay. Yeah.
(15:16):
So, and I do always recommend a pop up.
Like, I think pop ups are just standard these days. As long as you don't
have like a bunch of pop ups. You know,
ads, that's when it's really annoying. But I think
having one pop up, that's offering something,
you always do want to offer something to them in exchange for their email
(15:37):
address. You know, you want to have an even exchange. So
offer them a discount, a promotion, free shipping code,
you know, something that would prompt them to enter their email
address and. Yeah, or if you don't
want to have a pop up, then I always say, like, have a banner. Have
a banner on the front page of your website. That's, I would say
(16:00):
ideally towards the top of your website because
it's so important to get the email address. That's how
important it is to me. So have something noticeable to sign up
and get. And one thing that e commerce
owners, business owners might be worried about is, well, won't it
affect my conversion? I want them to buy a product. Well,
(16:22):
what you can do with most email
CRM platforms is you can delay
the pop up so that it actually only shows once someone
leaves.
So one of the things that is kind of built into a lot of
email platforms is that we can see when someone is about to
(16:44):
leave the page and click on an x, that's when the pop
up is triggered. So if someone isn't ready to buy from you,
that's when we can send, you know, serve this pop
up so it shows on the page. So for anyone worrying
about, oh, well, won't that affect my
conversion rate? Because people are about to buy. There are
(17:06):
ways around that, really effective ways
to catch those people as they are about to leave your website.
So if you're really serious about growing your
business, this is a really easy thing to
set up. And it's usually within your own email platform that you can
do this or on your website,
(17:27):
your website hosting package. But in
effect, this is such an easy way to grow your list
and to capture those. You're not going to get, let's say
100 people visit your website. You're not going to get all of them
on your list, but you're going to get a proportion of people
that you can stay in touch with and that's all for free because you did
(17:50):
the right thing and set your pop up
correctly. So important. And
then the emails that then we send to people, as far as e
commerce goes, once we get them on their list, typically we want them to go
through a welcome flow. Um, you know,
and a lot of times this welcome flow,
(18:13):
at least in, in my e commerce, for my e commerce clients, the welcome flow
is typically one of the highest, you know, highest profit
flows for us. But typically because we're offering
a discount, right, like a, you know, 15 discount or a free shipping code or
whatever. So then people expect, okay, I get that welcome
email and I get that code and then, you know, people then use it for
(18:35):
sure. So that's also
something to keep in mind with having a pop up or an
incentive is for those people that are ready to
buy. They're more likely to buy if they have that in hand and if you
right away send them that welcome flow.
But kind of like you touched on too, which I think is also really, really
(18:57):
important with the emails that we're sending as e commerce
brands are those nurturing flows that
are also. Or nurturing emails. Sorry, excuse me.
That a welcome flow can also do for you as
you bring people onto your list, which is indoctrinate people into your
brand. You know, like you said, there's gonna be people that this is their
(19:19):
first touch with your brand or they're just getting to know
you and your products. So for those that maybe
don't buy or aren't ready to buy right away, after
you send that initial promo code,
think about what do people need to understand? How do we get
people to know, like and trust us so that they do eventually use that
(19:41):
code and buy from us? So it's really, really important
at the same time to send these nurturing emails
that help your new people get to know you, right?
Yeah, absolutely. I worked last year with
a vegan fashion brand and I think with these types of
businesses, I love to hear, as a
(20:04):
customer of theirs, I love to hear the story behind why
they've created their business because it's actually really
inspiring when you hear the story. But a lot of
brands don't tell the story. So use your welcome sequence as a
way to tell that story. And particularly for e
commerce businesses, it's something that the
(20:26):
temptation just to talk about the product, but why
did you create that product? What's the story behind that product?
What's the mission and the reason why your business exists?
And this applies to service based providers as well.
But we want to highlight that e commerce businesses can
also do this and it works really well, particularly for new
(20:48):
businesses where there's a real purpose behind
the reason why you exist as a business. Right? And
we do know too, for e commerce businesses. People
are shopping around, people are doing their
research more so than ever these days because they can. Right? We have
TikTok, we have Google, we have all of these resources where we
(21:11):
can see customer reviews, where we can really get to know
products and decide for ourselves, is this the product for me? Is
this what I'm looking for? Is this the brand that I want to buy for
from, you know, what are their values? What are their mission? People
are taking into consideration all of these different angles
when it comes to purchasing these days. So you've got to shout to
(21:33):
the rooftops, what makes you different, you know,
and why buy from you? And, you know, maybe
not focus so much on like, just the product
self, but using your brand story like you said,
and using like, your unique take on
your industry or like, the things you know that you're
(21:55):
passionate about, that is what's going to connect new
leads to your brand and your products as opposed to maybe a different
one. So it can be really beneficial in the long term
for you. Absolutely. And, you know, I was just
in terms of then, like, how do we turn that into
really compelling content? Well,
(22:17):
you know, we talked about your story and we talked about
your mission and the purpose behind your business.
But we need to be careful as ecommerce business owners not to go straight
into just promotional. We want to really get that balance
right because it's very easy just to talk about your
products day in, day out, week in, week, week out.
(22:40):
It becomes like wallpaper if you're not careful, because
your customers, your audience, start to
see nothing different from you. It just becomes the
same. So, you know, as an ecommerce business owner, how
do you make the content interesting and engaging,
and how do you drive that engagement so that it's not just about
(23:03):
sales, but it's also about building those
relationships. And there are so many ways you
can do this as an ecommerce business owner. And I think
sometimes there's a misconception that these things are only done for
service based businesses. But actually, as an ecommerce business
owner, you can do many different things through email to drive
(23:25):
engagement. So an example of that might
be you could do a survey, you could find out more about what your
audience wants. So getting interaction through your
email, you could do
behind the scenes. You know, if you're making a product,
particularly for those businesses that handcraft
(23:48):
products themselves, people want to see, well, how do you do it?
Like, what's the step by step? So that could be a really
interesting way to share with your audience how products are made.
There are so many different ways. I don't know, Angie, if you've tried any of
those clients. Oh, yeah, definitely. I think, you know,
also, you know, letters from the CEO, you know,
(24:11):
again, like, you kind of touched on behind the scenes, but also updates,
like, what are we doing? You know, like, what are we, what are we concerned
about right now? Or maybe we're making some changes, or maybe we're
adding new team members to make your customer service experience
a little bit better. Or, you know, people love to be
informed on, like, what's going on in your business.
(24:34):
And they like to know, too, that you're real people and that you're humans
and that, you know, you're running into the same issues that your customers
are. That makes them trust you even more, too.
And, you know, builds that connection that, like, we're just
like you, you know, but we're running a business and, you know, we get
your challenges and we understand what you're going through, and this is how we can
(24:56):
help you. So anything that you can kind of
take in that vein really, really does well, at least
for my ecommerce clients and I think like some other really good, like
nurturing content that can be even easier for you is
if you are like creating videos or reels
or other pieces of content on other
(25:18):
platforms, you can absolute that nurture
people and build a relationship with your audience. You can
absolutely send emails to your list
that say, hey, we made this video on three trends that are
going on, you know, say your home decor in the home decor
industry for 2024. You know, let's check them
(25:40):
out. You can absolutely send an email that then sends them to the video
that you created in order to, again, build
trust and build that connection with your brand. And those are
like really easy emails. If you've created that content blogs, you know,
repurposing blogs and sending people back to your website to read
the full blog, those, that's also another easy thing that you can do.
(26:03):
Yeah, 100%. And it's even, you know, you might be
launching a new product. And again, it's like the updates on
what's new with you. Like, one of the things that's important
with e commerce is freshness. And
particularly when you're launching something new, you
want to really shout about it. So if you're working fashion or if you
(26:24):
work in any like beauty or any
kind of fast moving products, you want to talk about what's
new. So you might even have an email that's dedicated to just
what's new. But it's also quite nice to know a bit more
about the updates from that, you know, from this particular business because
this really drives engagement and it drives sales as well. Oh, yeah,
(26:47):
absolutely. And what do we know? Engage list
by, you know, how do we keep people
engaged? We send them different content. You know, we send them
helpful content, we send them behind the scenes content. Then maybe we send them a
letter. Then maybe we send them, you know, so I think it, it really also
plays into the idea of switching it up, you know,
(27:08):
keeping your list a little bit on their toes so that like, they see
your email come in their inbox and they're like, oh, what are they up to
now? You know, like, I know that every time I open an email, it's
gonna be something different. I'm gonna get some different information. That's really
attractive. Yeah. And it just shows actually that
people are following you and people do want to hear
(27:30):
from you. And one of the things that this might
feel like if you're listening to this now, it might feel a bit overwhelming in
a sense that, oh, wow, there's so much I need to do and
actually a lot of this can be
automated. So not necessarily the seasonal aspects, particularly
if you're in fashion, but there are aspects of your business
(27:52):
and your email marketing that you can
automate. Should we talk more about that? Gosh, yeah. And
yeah. So if you're sending, we talked a little bit about the
welcome flow, right? So obviously automating a
welcome sequence for people coming onto your list,
but there are a few other foundational
(28:14):
flows that you can set up to not only touch base
with people who are already on your website, but
also capitalizes on those one off
email blasts or email sends that you are sending to your
list, you know, once a week or whatever it
is. Because obviously when you send people send people an
(28:36):
email and they click, you're going to get a lot of traffic to your
website. So again, we know, you
know, we're going to get so many conversions, right? And then there's going to be
a ton of people that do go to the website and then they
decide, you know, not right now or they get distracted
or whatever it has happened, and then they leave. Well, if
(28:59):
you can have a few more flows set up in
place, you can then automatically
reconnect with those people who were just on your website
who were. So we have like the active on site flow which
is just capturing or following up with people who were just
on your website. So who did click over to the email? The email
(29:21):
compelled them in some way, or they just randomly came from
Google. Right. They don't necessarily have to have received an email send,
but who are just on your website. So we can follow up
with them. We can also follow up with people who
are browsing products. So that's called a browse abandonment
flow. You could set it up to send to
(29:44):
people who were looking at maybe a specific product, or you can
kind of generalize it and send it to anyone who was, you know,
browsing any product. It really depends on how specific
and personalized you want to set up those emails. But if you're first setting them
up, just, you can just do a generic one. And then there's also like
the abandoned cart emails, the abandoned checkout
(30:06):
emails. So those are really, really, really hot leads because
those people did put those items in the cart and for
some reason they didn't follow through with the purchase. And it could be a number
of reasons they didn't have the cart on hand. Again, they got distracted or
maybe they were at work and they really shouldn't be buying something and they had
a meeting to go to or something stopped them from
(30:27):
buying. And that turns out to be a
really great flow because people were so
close to buying, and typically people just need that
little extra nudge. So those are a couple of flows that you could just have
in place that have higher conversion rates. They have higher
conversion rates than just like a one off email
(30:49):
send, right. I think an abandoned cart flow can have like
an up to like 7%. I've seen 7% to 10%
conversion rate, which is crazy for an abandoned cart
flow. And they have high open rates and they have high click rates because
they're based on actions that people are taking.
Yeah, absolutely. I think if you are a new
(31:12):
e commerce business owner and you're thinking about what to set up on, what
to automate, we would say, actually that these
flows, even if you do a welcome series and an abandoned
cart flow, you would be in a good place
because those are the highest. Those are the most important,
in my opinion. Exactly. If you set these up correctly, you
(31:33):
will be earning money in your sleep. Now, it's important to note
that obviously, the extent of what you can do depends on the
platform that you're on and the integration with your
website. So, for example, if you're on Klaviyo and Shopify,
they work really well together, but
it's really important to think, well, actually,
(31:57):
what does this actually mean in reality? What does this look like?
Well, if you imagine a shop, a physical shop
that you own, where you're selling products,
the email equivalent is someone walking into your store
and touching your products, wanting to try on
your products, really signaling that they want to
(32:19):
buy, but then they put the product down. Maybe they
need to go and get their partner, or they
basically haven't decided to purchase at that point.
They've given you signals that they're interested, but they haven't
converted. So the email equivalent is
basically contacting those people to say, would you still like to buy the product?
(32:43):
The reason why it's so effective is because these people have
shown intention to buy. So that's why this is
important. So any kind of
other types of emails will obviously work really well. But these
ones we highly encourage you to set up from the start because they
just work automatically and you don't
(33:05):
have to worry about them and they perform super well.
But what I was going to ask you, Angie, is how do we know what's
working, what isn't working? What ways can someone
test? Maybe, you know, what could be working
and what might not be working for them? Say they're not getting the
response rates or the conversion rates. They should be. Yeah. So
(33:27):
different things that you can test are the delays, the timing
delays of these automatic email sends. You know,
depending on your audience. You know, you might have an audience
that like, doesn't mind getting an abandoned cart or
active on site emails like 2 hours later, you know,
as a follow up. And then I've also found that I have audiences
(33:48):
where they're like, whoa, whoa, whoa. Like, I don't want to hear from you
for like 4 hours or I get a better open rate, click rate engagement
with just putting a little bit more time between the emails.
So definitely test the delays of
your email sends if you are not getting high
open rates or high engagement, high click rates. That's another
(34:11):
thing that your email service provider could
possibly give you insight on as well. I know Klaviyo does
are benchmarks in your industry. So you
actually can look in your analytics dashboard to see,
okay, if I am a home decor company, me, what
are other, what is like the median open rate or
(34:33):
click rate of an abandoned cart flow for other home
decor businesses who have a similar size list as
me. And then you can see, okay, am
I doing good? Like, am I on par with, you know,
what I should be seeing those open rates and click rates or is
it lower? But for those of you that don't have the
(34:54):
benchmarks available as far as industry, that's why it's a good
idea to just keep track of the answer. Analytics. So you can see
trends of, you know, is the open rate going down or
is it going up? Same, you know, with the click rate. So
that's how you can, you know, take your data and then, yeah, you can
test, I would also test subject lines, right? I mean,
(35:16):
sometimes subject lines for these automatic
emails can, can make a big difference
because some of them can feel a little bit intrusive. But if you put
the subject line, you know, sometimes, like, I'll put the subject
line as the name of the product. So I'll do like a
tag of, you know, pulling the, the product name
(35:38):
of what they were looking at and just saying like, is in your
cart. And for some reason I get a really high
open rate with that, I think because it feels like it's more like
automatic or like, and it's also personalized to like what they
were looking at. I don't know, like, I just, I just know.
I go with the data. I test different things. I go with data. So
(35:59):
subject lines I find can be, you know, can really,
you know, increase, you know, your engagement, if you can a b
test those. What about you? Have you found anything in
particular? I think I agree with you about subject
lines. I don't think you should ever keep the same subject line for too long.
I think you need to keep it fresh because it's
(36:21):
just good to mix it up a bit. But in terms of other
things to test. So it could just simply be the call to action
position where that is. It could be the colour of it. It could be
whether you include images. Like, there's so many things to test. Yeah.
Letter style, like letter style abandoned cart, as opposed
to like an HTML style. A type of
(36:44):
email. And I agree with you. I think a lot of my
clients ask me, you know, am I doing well against whatever
industry they're in? And I say, especially if you're starting
out, don't get caught up in
comparison. In fact, the only thing you should be looking at is your
own performance. As you say, Angie, I agree because
(37:05):
we want to see an increase in your own performance before you
even start to think about benchmarking. If you're starting
out, we just want to see that improvement. You're going
to know from your own data what's working, what
isn't working. And this is then, like,
it kind of links into like, how big your list is.
(37:28):
And have you actually segmented your list? Have you segmented your
audience in any way?
What's the importance of this, Angie? Like, what would you say is
the reason why we segment? Yeah, we segment because we
know that highly personalized
emails get more engagement. You know, the
(37:50):
more that it makes sense for someone to be receiving
an email or a message from you, the more likely they are
to engage with that email. We find that people
fall off or get unengaged when they are receiving emails
that they kind of feel like, why am I receiving this email? Like, this
doesn't make sense to me. For example, if you
(38:12):
are selling at a local market and you
send an email to your entire list who may be all over
the world that, you know, you're going to be showing up
at this market in New York City for most
of your list, it doesn't make sense for them to receive that email. They
can't go to the market. They can't take advantage of it, you know,
(38:34):
so that's like a case where you would want to just
send that email to people who are within maybe like
a hundred mile or whatever the radius is for you,
that it would make sense to you for those people to come and visit you
at the market. So I always say I feel like
segmenting can feel a little bit overwhelming. People are like, oh, my
(38:56):
gosh, how do I segment? I should be segmenting. Everybody's talking about segmenting.
Everybody says that that gets the highest engagement,
and it does. But I would say to start
off at least, like in working with brands myself, I'm
always segmenting with the question
of who does it make sense to receive this email? And a lot
(39:18):
of times then we start to exclude people
from ascend. So again, if,
you know, if it's local or not local, another
standard segment that I kind of always send to is
engaged 30 days. So whether someone has opened
(39:38):
or clicked on your email in the last 30 days, you
know that they are interested in hearing from you. So if
you are sending, you know, multiple times a week, it doesn't really make
sense to send to people who aren't engaging
with your emails. So that's a really good first step into
segmentation, is just sending, you know, some of
(40:00):
your emails to your, your highly engaged segments.
Absolutely. It's something that if you want to improve your
performance, then looking at your most engaged and sending
them an email can really boost your results.
But also the flip side of this is
(40:21):
who's not engaging and what can you
send them to stop them from
disappearing? So it could be that someone is buying from
you regularly, depending on your product. Maybe they've bought more than once
and they haven't showed up on your website or they haven't
interacted with you in, let's say, six months, you can send them
(40:43):
an email to say, haven't seen you in a
while. Here is an offer. Now, we obviously are
talking about offers today, and not all brands go with offers. Depending on
your, you know, your
brand and whether you are aligned to offers. If you're more of a luxury
brand, you can absolutely still follow up with that person
(41:05):
and maybe offer an exclusive,
you know, come into store or online and have a consultation
type message. But ultimately, what we're trying to do here
is by segmenting, it's essentially grouping
people by common characteristics that we can
then provide tailored messaging
(41:27):
for. So with the people that haven't bought from you in
a while, we can say just to that group,
we haven't seen you in a while, here's an offer, or we haven't seen you
in a while, we invite you in to the store.
There is so much you can do with segmentation. But again, if you're
just starting out, yeah, I mean, we,
(41:50):
we don't want you to get overwhelmed by this. This is more when you started,
you know, to grow your list and you are bigger in the sense
of you have these different audiences. So in the beginning,
if you're literally like 100, 200 people and
it's early days for you, I would just send
everyone and just start to see your data and start to see who's
(42:11):
engaging. I wouldn't worry about segmentation in the early days,
but for bigger brands, definitely look at how you can start
to group your audience into different buckets.
It's such a great opportunity to
really drive more personalized messaging to your
audiences. Yeah, I do find that for one
(42:34):
of my clients, for a little bit, we were just testing
sending different coupons to different
segments, like for people who haven't bought from us, as
opposed to people who have bought from us once and maybe
haven't bought from us a second time, as opposed to who we call our
VIP's who have repeat purchases.
(42:57):
We found that sending a coupon
for a free shipping for dollar 99, that went over
well best with our VIP's.
So our VIP's were more than happy to spend over
the threshold that we had put for $99, which makes
sense. People who are repeat customers, they're more likely to
(43:20):
have higher aovs or to buy more from you and they maybe
won't need as much incentive in order to make a
purchase. But I think what was also special about those emails is
I said specifically, you are getting this email because you are a
VIP. You know, you are a repeat customer. And so we want to thank you
for your business or, you know, whatever the reason is.
(43:42):
And, you know, we want to send you this coupon. So,
yeah, you can, you can test, you know, different offers,
different promos, different discounts. You know, say you're
trying not to eat into your margins too much. Well,
then, you know, and you may know that it's. It's harder to get that first
sale. Well, then maybe you just send that 20% or
(44:05):
that little bit higher discount, 30% discount to a
small segment of new buyers who, you know,
or people who haven't bought yet, who have been active on your site,
who have been engaging with your products. You know, they're, again,
they're giving you signals that they're in. They're interested in buying.
So you can test, you know, different promotions in order
(44:28):
to understand how do you get people to move through
that buyer journey with you?
Yeah, 100%. When I used to work in fashion, I managed the loyalty
program. And one of the things we did
was we segmented our most
valued, we call them our most cherished customers,
(44:50):
and we invited them into head office to have a
whole day with the fabulous, oh, my God, they loved
it. And one of the prizes we gave away was to have a product
named after them, which was, that is so
cool. Yeah. So there's so many creative
ways that you can engage with your vip's and with your lapsed and,
(45:12):
you know, with all your different audiences. It doesn't have to be offers
if that isn't aligned with your brand. But offers are highly,
highly effective for those where it's something you use as part
of your promotional strategy. So
lots of different ways to drive loyalty, lots of ways to drive sales.
(45:32):
What about, though, how we make sure we're
compliant? Angie? Oh, my gosh. Compliancy.
It's like it's the hot topic these days and
rightfully so because we, you know, it is something
that we need to be focusing on because
them, they out in the ethers, those spam bots
(45:55):
are becoming more and more, I guess,
vigilant of spammers, people
trying to scam people and using
marketing emails in order to do so. So
this is where I feel like it's not
as if you're a business owner running your own email marketing. This
(46:17):
is not something that you're going to find a lot of education
on, you know, unless like, you are, you know, in our
industry typically, or you're following one of us or following other
email marketers who are shouting this to the rooftops, you know, make sure you're
compliant. Make sure you're compliant. It can
be, you know, something that kind of falls to the wayside. Again with email
(46:39):
marketing. And yet it is so important because there are laws
when it comes to email marketing. There are certain things that we need to
have in our campaigns in order to stay
compliant. We do need to be making sure
that we are sending to people who have consented to receive
our emails. That is such a big
(47:01):
law. It's a huge in Europe and
Canada. You have to get explicit consent
in order to send marketing emails.
And if not, if you're not following compliance
or you're not watching deliverability, then not only could you
get fined, but you also can, you know, your
(47:24):
reputation in the inbox can suffer and you can, your
emails will then can show
up in the spam folders and the junk folders and then
your subscribers won't see any of your emails and you will not be
able to, you know, sell to them at all.
Yeah. And this is something that isn't a nice to have. This is really
(47:46):
important that we need to make sure we're doing
things properly and we only ever share best practice
tips and tricks here. And this is something that if
you're not following these guidelines, like it's really important you do. And
in fact, angie, I think we should do a whole podcast on
GDPR. Absolutely can spam
(48:08):
because there's been a lot of attention on
big businesses. And so as a small business owner, you might think you're safe, but
actually there's been more
attention now to small business owners. And actually
it's just so important you follow best practice. So we'll do a whole
podcast on this topic because,
(48:30):
yeah, it's too important to ignore. Right. But
I think at the very least, if you're sending, what is it? If you're sending
to more than 5000 contacts a day,
you need to be sending from a dedicated sending domain.
You need to have SPF records set up and
(48:50):
a DMArC record in place. These are just some of the
things. If I'm saying things and you're like. Whoa, whoa, whoa, whoa, whoa.
Don't worry. We're going to give you the low down. And if you're really
concerned and you don't have an opportunity to listen to our
podcast about it, there is a lot of information out there
(49:10):
that we can send to you. You can email us and we'll point you
in the right direction. But yeah, if it's something that you've
never heard of or you just kind of want to do your due
diligence and learn more about, then we definitely
recommend that because we don't want you to,
we don't want you to show up in the spam folder.
(49:33):
So I'm really looking forward to that. Maybe that should be our
next episode. Clara, you know, it's all about
compliance so that we can send people right over to that
one. Yeah, definitely. I think it's just too important to ignore. And
I think if you, if you're not up to speed with this,
then definitely check out this episode
(49:55):
in terms of the, the one we will record on this topic because, yeah, we
want to help you make sure you're doing things properly.
So. But, you know, I think everything that
we've covered here is what we really hope, you know, you take away if
you're an e commerce brand, is that at the very, at the end of the
day, it's important to not have a leaky funnel to capture
(50:17):
leads, capture people who are coming onto your website because we know they're most
likely not going to buy and they need to learn more about
your, your brand. And so emails can definitely deliver
that information to them. So do that have your
automations and those foundational flows that we talked about set up so that you
can be making sales in your sleep and you don't
(50:40):
have to do anything. You don't, you don't have to send email blasts all the
time. You can rely on your welcome flow, on your abandoned cart flows and,
and the other flows that you have set up to to generate passive sales
for you. So definitely do that. Um, send,
you know, and make sure that, you know, you're testing the waters when it comes
to segmentation, you know, and where it makes sense for
(51:02):
you right now. If you're thinking, if you're strategizing your emails and you're like, what
do I have coming up? At the very least, if you have an email
planned, think to yourself, who does this most make sense to send this
email to and start sending to different segments to see how
they react and to also boost your
engagement. So anything else that you want
(51:24):
to highlight? Clara, before we, before we let these listeners
go? No, I think you summed it up really well. I think as ecommerce business
owners, this real opportunity to stand out from the
crowd. I think if you are looking to do an
offer, maybe also try doing something else, because people,
you can become offer blind, but at
(51:46):
the same time, it might be the right time for your business to use an
offer to really boost sales. So there's so much opportunity.
And yeah, hopefully we've sparked some
inspiration for your next email campaign or
flow. Absolutely. Okay. Until next time, you guys. We'll see you
later. Thanks, guys. Bye bye.
(52:09):
You've just listened to females across the pond and beyond podcast with your
hosts, Clara and Angie. If you like our content, don't forget to
subscribe, rate and review us on the platform of your choice. Is
there something you want to hear about for our next episode? Email us
at femalesacrossthepond@gmail.com to let us know.
Until next time.
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