Book My Free Email Marketing Consultation<\/span><\/a><\/p>\u00a0<\/b><\/p>\r\n\r\n\r\n\r\n\r\n\r\n With paid ads being high, the acquisition cost becomes a significant expense, while the average order value and the customer lifetime value stay the same. In other words, you\u2019re pouring money into ecommerce PPC without increasing your return on investment (ROI).<\/p>\r\n\r\n\r\n\r\n Besides, it\u2019s hard to get those customers who came through social media to buy again. That’s because if you\u2019re selling through Instagram<\/a> in one click, the level of commitment from your customer is low. You evaporate 80%<\/a> of your marketing budget on ads and in return get a bunch of unprofitable one-time buyers.\u00a0<\/p>\r\n\r\n\r\n\r\n Should something unexpected like a pandemic<\/a> happen again, if you don\u2019t have loyal customers who come to shop with you on a regular basis, your only option is to pour even more money into ads, which isn\u2019t sustainable and you\u2019ll be losing money with every purchase. \u00a0<\/p>\r\n The answer isn\u2019t necessarily doing something different with your paid ads per se. Rather, it’s using a different channel that\u2019s a lot less expensive, yet can yield amazing results (up to 50% of the total revenue of your store coming from that one channel, based on our experience at Flowium<\/a>).<\/p>\r\n\r\n\r\n\r\n What I\u2019m talking about is email marketing. It\u2019s the way to go if you\u2019re looking for a lower acquisition price with high returns and increased customer lifetime value on top of that.<\/p>\r\n Related Content:<\/strong> How to Use UX Testing to Improve Your Customer Lifetime Value (CLV)<\/a><\/p>\r\n\r\n\r\n\r\n Let\u2019s say you invest $20 in acquiring one customer. You also spent $40 on making the product. Then they buy $60 worth of products. So if you stop there, you only break even and your ROI will be $0.<\/p>\r\n\r\n\r\n\r\n If, however, you send an email 15 minutes after your customer made a purchase suggesting another item that goes well with the one they just bought, there\u2019s a very high chance that they\u2019ll buy it\u00a0\u2013 <\/span> and then this transaction becomes profitable.<\/p>\r\n\r\n\r\n\r\n In other words, the trick is to focus on increasing your customer lifetime value<\/strong> rather than chasing new customers all the time. \u00a0<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n I want to help you reframe the way you think about social media and ecommerce PPC for your business. Instagram is what gets your prospects\u2019 attention (awareness stage in your customer journey<\/a>), but it\u2019s email marketing that turns them into your loyal customer (consideration and decision stages). \u00a0<\/p>\r\n\r\n\r\n\r\n Here’s why you should choose email marketing<\/a> over pouring money into paid ads:<\/p>\r\n\r\n\r\n\r\n Related Content:<\/strong> So now that you’ve chosen email marketing, what exactly should you do? If you aren\u2019t doing anything with your email marketing yet, here are a few things you can do to get started.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n For ecommerce stores, the best email marketing platform on the market is Klaviyo. Here are a few reasons why:<\/p>\r\n\r\n\r\n\r\n If you want to learn more about Klaviyo and how it can help your ecommerce business, I recommend this article about top ecommerce tools<\/a> and software.<\/p>\r\n Related Content:<\/strong> Top 10 Best Email Marketing Services<\/a><\/p>\r\n\r\n\r\n\r\n Opt-ins are crucial when it comes to converting your website visitors into email subscribers and leads.<\/p>\r\n An opt-in<\/strong> is a form or button on your website where your visitors can sign up to receive emails from you. There are static and dynamic opt-ins.<\/p>\r\n\r\n\r\n\r\n Static opt-ins are those that are fixed on your website \u2013 your header, footer and banners. Here\u2019s a great example of an opt-in banner from Ka\u2019chava<\/a>, a brand that sells plant-based superfood meal shakes:<\/p>\r\n It\u2019s clean, easily noticeable, has an attractive offer and a clear CTA.<\/p>\r\n\r\n\r\n\r\n Dynamic opt-ins are pop-ups. The most common types of pop-ups are home page and exit intent pop-ups. These need to have an attractive enough value proposition to compel your potential customers to leave their email.<\/p>\r\n Here\u2019s a perfect example of a home page pop-up from Magic Spoon<\/a>, a low-carb, high-protein cereal:<\/p>\r\n\r\n\r\n\r\n\r\n Anyone shopping for this cereal would be happy to leave their email address if it means they could get this product for free. It\u2019s a clear value proposition, the pop-up has a clean design, and it\u2019s easy to understand what action you need to take. Plus, the copy is punchy and aligned with the overall brand voice, which is always a plus.<\/p>\r\n\r\n\r\n\r\n Many ESPs (email service providers, like Klaviyo, ActiveCampaign, etc.) offer native pop-ups, but there are also plenty of options on the market if you\u2019re looking for more robust functionality. The most popular options are:<\/p>\r\n You can get creative about what you put in your pop-up. It can be a quiz, a spin-to-win discount wheel<\/a>, or a more traditional 10% off the first purchase.<\/p>\r\n\r\n\r\n\r\n For ecommerce stores another essential opt-in to keep in mind is \u201cCheckout Started\u201d \u2013 the one you use for your abandoned cart automation. List all the ways your subscribers can opt in to your system.<\/p>\r\n It\u2019s important to have a bird\u2019s eye view of all your opt-ins so you can personalize messages<\/a> for each specific lead magnet.<\/p>\r\n Related Content:<\/strong> How Correctly Used Pop-Ups Can Help Increase Leads<\/a><\/p>\r\n\r\n\r\n\r\n\r\n\r\n Depending on the email marketing service you use, email automations will be called different things: flows (Klaviyo), drip campaigns (Drip), automations (ActiveCampaign), etc.<\/p>\r\n\r\n\r\n\r\n When first setting up email marketing for your store, we recommend starting with automations so you can begin gathering data and learning about your audience.<\/p>\r\n\r\n\r\n\r\n The four crucial email automations are:<\/p>\r\n\r\n\r\n\r\n A) Welcome (aka Pre-Purchase) Emails<\/strong>\u00a0<\/p>\r\n These are the first emails that you send to subscribers after they sign up for your email list.<\/p>\r\n\r\n\r\n\r\n When someone opts in (i.e. signs up for your email list), but hasn’t yet made a purchase, we add them to our Pre-Purchase automation.<\/p>\r\n\r\n\r\n\r\n The goal with this automation is to nurture your new subscriber and convert them into a buyer. Before that can happen, you\u2019ll have to guide them into making their first purchase. Typically, you\u2019ll want to talk about your brand and your product, as well as provide useful content.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n Here\u2019s an example of a good welcome email<\/a>:<\/p>\r\n\r\n\r\n The rule of thumb is that you send three \u201cvalue\u201d emails for every \u201csales\u201d email. So don\u2019t rush to share crazy discounts in your first three emails. Instead, focus on showing your brand\u2019s personality, build trust with product reviews or before-and-after photos, show the people behind your brand, and just prove to your customers that they belong.<\/p>\r\n\r\n\r\n\r\n This automation can include as many emails as you want \u2014 the quality<\/em> of content is more important than quantity in this case. However, anywhere between 3-7 is optimal.<\/p>\r\n\r\n\r\n\r\n In this post\u00a0about welcome emails<\/a>, I share an example of a perfect welcome email and include an interactive Miro board with the entire strategy.<\/p>\r\n Book My Free Email Marketing Consultation<\/span><\/a><\/p>\u00a0<\/b><\/p>\r\n\r\n\r\n\r\n B) Abandoned Cart Emails<\/strong><\/p>\r\n These are emails that you send to your prospect when they start the checkout process but don\u2019t complete it.<\/p>\r\n\r\n\r\n\r\n This is a low-hanging fruit in ecommerce email marketing, and it\u2019s one of the most profitable automations.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n Keep in mind that the messages you send in this flow should be different from the ones your customers received when they first signed up. Also, it\u2019s important that your opt-in software has a dynamic block, which shows them the items they left in their cart.<\/p>\r\n\r\n\r\n\r\n Here\u2019s an example of a perfect abandoned cart email<\/a>:<\/p>\r\n\r\n\r\n It\u2019s perfect because it:<\/p>\r\n\r\n\r\n\r\n C) Browse Abandonment Emails<\/strong><\/p>\r\n These are emails that you send when your prospect browses through your products but leaves without taking any action.<\/p>\r\n\r\n\r\n\r\n This automation is triggered when a customer in your database visits a specific product page but doesn\u2019t add that product to their cart. When they leave your site without buying anything or even starting the checkout process, this flow is triggered.<\/p>\r\n\r\n\r\n\r\n Be careful with this automation because it can easily go from thoughtful and helpful to creepy.<\/p>\r\n\r\n\r\n\r\n We recommend leading with a personalized email that includes a picture and description of the product your customers looked at but didn\u2019t buy.<\/p>\r\n Here\u2019s an example of a perfect browse abandoned email:<\/p>\r\n D) Bounce Back Emails<\/strong><\/p>\r\n\r\n\r\n\r\n A bounce-back email automation is an offer that you send to customers immediately after they purchase. This is designed to \u201cbounce customers back\u201d to the store in the nearest future possible.<\/p>\r\n\r\n\r\n\r\n Bounce back is a great automation because it helps solve the dreaded one-time buyer problem<\/strong>.<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n These one-time buying customers typically come to a website, buy a low AOV product, take up a fair amount of customer service time, and never come back again \u2013 which makes them highly unprofitable.<\/p>\r\n\r\n\r\n\r\n For your bounce-back email, offer something that\u2019s easy to commit to, something that can be an impulse purchase. Make it an easy yes or no decision. Klaviyo recommends offering a product priced at around 30% of your store-wide AOV.<\/p>\r\n\r\n\r\n\r\n Here\u2019s an example of a well-implemented win-back email<\/a>:<\/p>\r\n\r\n\r\n Setting up even just one email in these four foundational automations dramatically increases your chances of converting your prospects and keeping your customers. This way, you can stop relying too much on social media, especially towards the bottom of the funnel.<\/p>\r\n Related Content:<\/strong> The difference between automated emails (aka flows) and email campaigns is that:<\/p>\r\n An email campaign isn’t triggered by a customer\u2019s actions. Instead, a customer\u2019s initial behavior places them on a specific list or segment that your campaign will target later down the line with single-use emails.<\/p>\r\n\r\n\r\n\r\n Some examples of email campaigns include:<\/p>\r\n\r\n\r\n\r\n Some campaigns can include a series of emails spread out across 2-3 days. Multi-day sales often require an email each day that the sale is active.<\/p>\r\n\r\n\r\n\r\n Many people make the mistake of thinking that their ecommerce store can only send automated flows or<\/em> campaigns \u2013 not both. Don\u2019t fall into that trap.<\/strong> We\u2019ve found that the two approaches complement each other and augment sales in different ways.<\/p>\r\n\r\n\r\n\r\n Related Content:<\/strong>\u00a0PPC for Ecommerce: 8 Effective Best Practices<\/a><\/p>\r\n\r\n\r\n\r\n The key takeaway is this: Email marketing is one of the best ways to stop relying so much on paid advertising for new customers.<\/p>\r\n\r\n\r\n\r\n Using social media for all parts of the funnel makes for an insane acquisition cost and leaves you with a ton of one-time buyers.<\/p>\r\n\r\n\r\n\r\n When you instead use paid ads on social media to catch your prospect\u2019s attention and get their email, you can then nurture them into your customers and later repeat buyers through email for a much lower price.<\/p>\r\n Book My Free Email Marketing Consultation<\/span><\/a><\/p>\u00a0<\/b><\/p>\r\n\r\n\r\nHow to Reduce E-commerce Advertising Spend and Still Get More Traction<\/h2>\r\n\r\n\r\n\r\n
How E-commerce Email Marketing Can Decrease Acquisition Costs and Reliance on PPC<\/strong><\/h3>\r\n\r\n\r\n\r\n
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* 11 Email Marketing Trends You Can\u2019t Ignore in 2023<\/a>
* 7 Steps to Get More SaaS Customers with Cold Email<\/a>
* PPC Audit Cost Analysis: How Much Should You Expect to Pay?<\/a>
<\/p>\r\n\r\n\r\n\r\n\r\n\r\n4 Tactics to Increase the Effectiveness of Your E-commerce Advertising Strategy<\/h2>\r\n
1) Use an Email Marketing Platform that\u2019s Built to Make You Money (Not just Send Emails)<\/strong><\/h3>\r\n\r\n\r\n\r\n
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2) Set Up Opt-Ins<\/strong><\/h3>\r\n\r\n\r\n\r\n
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3) Set Up Foundational Email Automations<\/strong><\/h3>\r\n\r\n\r\n\r\n
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* How to Analyze Your Email Campaign Performance and Optimize It<\/a>
* What Is Marketing Automation: Definition, Benefits & Uses<\/a>
* 4 Ways to Use Automation with Account-Based Marketing for Better Lead Nurturing<\/a>
<\/p>\r\n<\/div>\r\n\r\n\r\n4) Create Email Campaigns Around Your Ecommerce PPC Campaigns<\/strong><\/h3>\r\n\r\n\r\n\r\n
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Why You\u2019re Spending Too Much on Ecommerce Advertising<\/h2>\r\n\r\n\r\n\r\n