email marketing for shopify what you might be doing wrong

hey everyone this is Ryan Turner from,front row commerce and the email funnels,agency and in this quick video I wanted,to cover what I see is the three biggest,mistakes ecommerce brands make with,their email marketing and I really see,this costing a lot of brands a lot of,money now we do a lot of one-on-one,consulting with e-commerce brands to,help them really get the best out of,email also sell online training programs,teaching them how to do the exact same,thing so I feel that we have a good view,of what brands typically do and don't do,well in in email and these are,absolutely the top 3 3 mistakes so I,want to cover them explain you know what,they are how to avoid them and hopefully,this is gonna you know 1 save you a lot,of money and to also make you a lot of,money by implementing some fixes in your,e-commerce email strategy so let's just,jump right into it so mistake number one,is sending to the wrong audience so what,we can see on the screen here is these,are some snapshot of some email results,from a software tool called Clay vo,which is what we use for you know most,of our e-commerce brands that we work,with to run their email programs and,these are these are the stats just for a,series of four emails that a particular,brand and sent over a few days now just,you know what these numbers are this is,the open rate of the email this is the,click-through rate of the email and this,is the revenue here that was generated,from from the email okay so one two,three four now generally you want your,open rates to be you know somewhere in,the range of like 20 percent or more,okay there's a few reasons for that,now obviously the more people that open,an email and the more chance that people,are gonna buy and things like that,obviously but what you really do not,want is to be sending emails that,frequently have open rates like you know,down in the single digits here so 2.8,an open rate 3.1 1.9 this is not a,sustainable strategy for any brand doing,this okay so it's not just a case of,saying oh I sent this email and not that,many people you know we're interested so,we didn't make many sales that you know,we made two hundred eight hundred five,hundred like that's not the end of it,you're actually really really hurting,your ability to get future emails in the,inbox by sending emails like this that,have a really really low open rate okay,so just looking at these snapshots and,without even knowing who the who the,brand actually sent these emails to I,can say that they generally sent these,emails to segments or people on their,list who were just not interested at all,they've probably been on the list for a,months or years they don't open any,emails they probably completely forgot,about the brand and they have absolutely,no interest in getting emails from this,brand and they should not be getting,marketing promotions at this point you,know if less than 5% and people are,opening your emails you are absolutely,sending it to the wrong audience and,you're just gonna cause your future,emails and even to people that do want,to receive them to end up in the spam,folder,okay so generally when you want to send,an email are you looking for open rates,like this so something in the you know,20% range the high tier a high teens,I'm obviously higher than 20% is great,too but you do not want to be seeing,emails sent frequently that are in the,you know low single digits for open,rates all right,and how we're gonna do that is you know,inside a program like clavia or,whichever software you use in we're,building the proper segments we're,sending emails owning to people that,have opened you know in the last few,weeks for the last few months people,that have signed up to our list recently,made a recent purchase or something like,that and as a general rule you can send,it to anyone that's interacted with any,of your emails in the last 90 days,that's a good starting point for most,brands and then from there you can judge,based on the open rates am i sending it,to too many people or am i sending it to,not enough people okay so anytime that,you consistently see open rates around,these these levels you have to change,your strategy like you cannot keep doing,this you will end up in the spam folder,even for your absolute best contacts if,you keep blasting emails out,to people and you're getting open rates,like this so you know if you're sending,to your whole list if you're sending it,to people that haven't opened in like,six months,big red flag you can only do that for so,long and if you do keep doing it your,email revenue is just going to drop off,a cliff so make sure that any segment,you're sending to any audience are,sending to has an open rate on average,at least in the high teens hopefully up,in the 20s or if there is or something,like that and again you can see there's,really little value of sending to these,unengaged segments you know 500 800 when,you know we have a really good engaged,segment here 22 percent open rate and,over twenty thousand dollars in in sales,so you do not want to be sending emails,that get these tiny little open rates,okay so on to mistake number two and,just zoom in here what we have here are,a couple of screenshots from two,different brands that are using clay vo,we have some stats for October this year,so if you're not familiar with clay vo,basically what these numbers are this is,a total online store revenue for the,month here and here and then the revenue,that's attributed from email here and,here okay so the top brand is you know,getting roughly 30% of their month's,revenue from email the brand at the,bottom is getting roughly 40% now what,mistake in my trying to highlight here,the mistake I'm trying to highlight here,is focusing only on automated emails,flows automations whatever you want to,call them and neglecting campaigns like,newsletters sales promotions and things,like that so you can see this top brand,they are getting a 13 percent of their,total revenue is all coming from flows,in clavia which is automated email okay,then that's pretty good 13 percent from,automated email that's a good number,however for their own reasons this brand,does not want to send any campaigns like,sales promotions new to newsletters,anything that they're anything is not,automated they are not doing and you,know we're gonna see that they are,actually missing out on a huge,percentage of revenue here and if we,have a look at the brand at the bottom,and they are generating a total of 4,the revenue from email they are getting,9% from automation so you know pretty,good there are there abouts however,there are campaigns,30 percent or 31 percent of their total,revenue for the month is being,attributed to manual email campaigns,that they're sending out so that's not,automations that's just plain old,product promotions sales newsletters,social proof emails things like that so,what they're doing they're just building,a consistent schedule where they're,sending you know three or four emails a,week two good segments they're getting,good open rates and they are generating,almost a third of their total online,revenue just from sending out good,frequent campaigns okay,so the mistake I'm really trying to,highlight here is people get you know,they're so into automation and you know,setting up all these crazy flows and you,know happens in the background on,autopilot and that's great but if you,just focus on automation and don't put,together a really solid campaign,strategy you can be missing out on a lot,of sales you know like where it like,we're seeing down here so if this top,round was generating you know just the,same amount again from campaigns as they,are with automated email which is you,know pretty normal they could be,generating at least another 20 mm just,some having you know a fairly solid,campaign strategy okay and you don't,have to go crazy you don't have to email,your list every day this brand down here,sends you know roughly three or four,emails a week a few more other big,holidays and things like that but,they're just consistent they plan it out,and you know they don't just rely on,automation to bring them their email,revenue they're really hitting the the,engaged segments so their list a couple,of times a week with high quality emails,and I mean you can see like the,performances is amazing now you know,this isn't the norm it's not necessarily,kind of standard for a brand to get,thirty percent of their revenue from,email campaigns but it can be done and,even if they were just getting as much,as their flows that would still be an,extra 50,000 a month that they wouldn't,be getting so the mistake I'm trying to,highlight here is campaigns pay,attention to them I know they're not as,sexy as automations and flows but you,have to be doing them a balanced email,strategy means you're automations and,flows dialed in but also your campaign,strategy planned out scheduled in,advance,and dialed in as well and we want you,know the contribution of flows and,campaigns to bring together a nice,healthy number that emails going to,generate for you in a month and you can,see here we have forty percent from this,brand for for the month of October so,don't neglect campaigns I know,flows and automations are super fun but,you know campaigns are your bread and,butter they're always going to perform,if you do them right and you know don't,get lazy don't overlook them and try and,schedule out a few emails per week now,let's go on to mistake number three so,do a little bit of a demo here so,mistake number three and just write this,down mistake number three it's,neglecting the post purchase phase okay,so what do we mean by that now let's say,we have an event over here someone,orders a best-selling product from your,store okay now what most people do most,brands do most stores do and when,someone makes a purchase they're gonna,set up some kind of triggered email,where you know let's say five you know a,few days later you know seven days later,or whatever is maybe even the next day,they're gonna get another email and it's,just gonna say you know thanks for your,purchase you know here's ten percent off,your next order or something like that,and basically everybody who makes an,order will say get $10 off for 10% off a,few days later and then they might get a,reminder if you know if they if they,don't buy and that's kind of you know,the a lot of brands a lot of stores that,is their kind of post purchase email,strategy like maybe there's other things,like they'll do you know a VIP for,someone that spends a lot of money or,you know maybe after like a couple of,months they'll do like a win back if,someone's unengaged but in terms of,really going deep and doing targeted,post purchase emails most brands are not,doing it so let's take a look and you,know what I recommend you do post,purchase and how you really get the most,from the post purchase phase with with,email now one of the real powers of,email,for me is actually turning you know one,time customers into repeat customers,then hopefully into loyal buyers who,just keep coming back and the way that,we want to be doing that is with,targeted cross sales and upsells and,really making intelligent,recommendations to people based on on,what they thought okay so if we if we,scrap this this generic post purchase,email here I said we'll look at what,this brand might do instead,so someone over here is going to order,let's just say it's the the best selling,product okay I recommend setting up,specific post purchase strategies for,you know your top best sellers your,three best sellers or you know as many,as you can do as possible and but you,know it makes the most difference to do,it for it for your best sellers so let's,say they order a best selling product,here and then after a few days you know,the time window will depend dip based on,you know the market you're in and how,often people buy and things like that,let's say after like a week or something,like that we want to send someone cross,sell number one and you know this cross,sell number one this is specifically,being recommended because they've bought,this product okay so essentially what,we're saying is you know you bought this,item from us a week ago we really think,that you would also like this product,because it's complimentary in this way,or whatever or customers also like it,because you know whatever it might be so,you're really just trying to recommend,other complementary items that someone,might buy based on the last product that,they bought and they're getting,different recommendations based on their,last order okay so they'll get cross,sell number one after you know in this,example is gonna be a week okay and then,you know maybe they buy maybe they don't,if they don't buy we might wait another,few days and we might try and sell on,the same product again with a different,angle or we might just say you know here,is another item that we really think,could you know could complement your,last purchase and we're gonna send them,a different product in you know cross,sell number two and you know this might,be in the second week or the third week,after they've purchased or whatever and,again this is specifically designed for,people who have bought this best-selling,product up here and this could be,cathegory level 2 so it doesn't have to,be product level this could just be you,know your top category and you could say,right anyone that buys in this category,after 5 days and then 10 days I want to,recommend this product in this product,and again it carries on you might put a,third cross cell in you know after,another week or 10 days or whatever,based on you know whether someone buys,or whether someone doesn't buy and again,you're basically saying you know you,bought this product so we really think,you're gonna love this complimentary,item too okay so now when someone orders,your best-selling item and instead of,you know your highest volume product,where a lot of your revenue comes from,instead of just getting a generic email,that says oh here is 10% off your next,order that every other person and the,bottom your store gets they are now,going down a specific path that is,designed to sell them other products,that you know customers that buy what,they've already bought also like okay so,you have this path and that is just for,people who buy this item what is your,number one bestseller okay and then you,know that is gonna convert a lot better,it's gonna give everybody a lot more of,a personalized experience and you're,gonna get a lot more repeat purchasers,okay so it's really important to do that,you know do it for your best seller and,then you want to duplicate the sequence,and make it for your second best seller,now it might make sense to recommend the,same three products but in a lot of,cases it's not gonna make sense so you,might want to recommend you know three,products over the course of a few weeks,that are relevant to people who have,bought your second best seller and then,your third best seller and things like,that okay now most brands you know,there's going to be a small subset of,their total product range that drives,you know significant amount of the,volume so it might be two bestsellers,three bestsellers five or ten,bestsellers whatever it is kind of like,an 80/20 thing so really if you have the,time and resource you really want to,make sure that your best selling highest,volume products have these customized,post-purchase sequences set up for them,so that anyone who buys them goes down a,path that makes sense to them that is,personalized to them that is,recommending products that you know,they're interested in based on what,they've last bought and if you do this,instead of just doing like the generic,one - thanks for your purchase here's,ten percent off your next order email,and,you know in the vast majority of cases,you're gonna see a lot better take bait,for your upsells your cross-sells a lot,of times you don't need to use,discounting to do this you just need to,tie the cross sell product to what,they've already bought add in a little,bit of social proofs and reviews and,things like that show how the products,complement each other and you're gonna,get some really great results turning,you know one-time buyers into repeat,buyers and then hopefully loyal,customers in in the future okay so don't,just have like a copy and paste post,purchase sequence for every product,really go deep try and put your hi the,people that buy your highest volume,items send them down a specific path and,make intelligent product recommendations,to them and this is something you can,set up once and he's going to run in the,background you know all the benefits we,know of automation so it it makes sense,to take the time to do it and it's going,to make every customer that comes into,your brand more valuable because they're,going down these specific paths that are,designed for them they get an,intelligent recommendations and you know,they're much more likely to become a,repeat purchaser so that is mistake,number three,so just to recap the three things we,covered number one sending to audiences,that are you know not interested,definitely don't do that,number two neglecting campaigns only,relying on automations definitely don't,do that either and then number three not,having a specific post-purchase,sequences for your best selling products,so those are the three main mistakes,that I see ecommerce and Shopify brands,making with with their email marketing,strategy now if you want to learn more,and more things like this and check out,the case study video I've link to it in,the bottom left of this video there's,also a link in the first comment below,and it's a pretty long case study where,I go into a lot of detail about how we,help ecommerce brands get the most from,the email strip and get the most from,the email Channel and how to build an,email strategy that is specific for your,brand that's going to perform well and,it's going to turn you know one-time,buyers into repeat buyers and really,help you get a better ROI on every,marketing dollar you spend in every,channel because doing this right is,going to make every customer that comes,to your brand that more valuable so,check out the case study video first,comment below or just go to the link,that's in,the bottom-left in this video be front,row Commerce comm forward slash case -,study and you know if you have any,questions about this and put them in the,comments below I will respond to,everyone I'll be putting out videos like,this every week so make sure you hit a,subscribe button so you get notified,when the next one comes out so check out,the case study video don't make any of,these mistakes that I've highlighted and,you should be well on your way to making,a lot more revenue from the email,channel alright thank you and I will see,you in the next one

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